White papers and case studies: whats the difference?
White papers sometimes mention case studies for evidence of a vendor’s claims. But the two are quite different in form and content. Case studies are extended testimonials on how a product or service helped someone in the real world. They are typically between 500 and 1,500 words long, written in a journalistic style with many quotes from the actual customer. The classic format for a case study is Before/After, Then/Now, Problem/Solution: Before we had this terrible problem, then we found this fantastic product, and After we started using it, everything was sweetness and light. White papers, on the other hand, are persuasive essays about a certain product, service, technology or methodology. They are generally 3,000 words or more, written in a somewhat academic style, with no direct quotes from the vendor’s representatives. A white paper may be told in the Problem/Solution format, but rarely in the Before/After format. White papers tend to be used earlier in the sales cycle, while case
