When would you use a white paper rather than a case study? First, white papers are more informative, typically clocking in at five to 10 pages. They educate and persuade based on facts and credible evidence about a particular topic, methodology product or service. This level of detail can be helpful for potential customers who are in the research phase.

Moreover, white papers are more objective than case studies. To resonate as trustworthy, they should be written in an academic, unbiased style. This will make them more credible to potential customers who are looking for objective information. White papers don’t tell your audience why they should buy your products or services.

Ultimately, the decision of whether to use case studies or white papers in your content marketing depends on your specific needs and goals. If you’re looking for a persuasive and credible document that will help you sell your products or services, then a case study is a good option. If you’re looking for an informative and objective document that will educate potential customers, then a white paper is a good option.