case study vs whitepaper vs point of view

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Case Study vs. White Paper: What’s the Difference?

Creating high quality, helpful content at a regular cadence is key to generating inbound leads for your technical business. Case studies and white papers are two of the most powerful and sought-after types of content by engineers, and both can help you generate technical leads for your business.

But how do you decide on a white paper versus a case study, and what’s the difference?

According to our State of Marketing to Engineers Research Report , white papers and case studies are viewed as highly valuable when it comes to researching engineering trends, technologies and products/services.

What form(s) of content do you find most valuable when researching to make a significant work-related purchase? Please select all that apply.  (n = 699)

While we recommend creating both white papers and case studies as part of a robust content plan , the two content types serve different purposes, funnel stages and audiences.

White Papers

A white paper helps a reader understand an issue, solve a problem, or make a decision by offering technical information, images and diagrams. It’s a lengthy piece of content at approximately 2,000 words or 6 pages. 

White papers are at the heart of a strong B2B content marketing plan, and seek to build thought leadership in an area that aligns with your marketing or campaign strategy. A white paper addresses your target audience’s pain points, similarly to a case study, but goes deeper into explaining the research and proof points to support your methodology.

White papers can be an effective way to target people at all stages of the funnel. One white paper could create awareness of a persona’s problem, thus targeting someone at the top of the funnel, while a second could focus on advanced product uses, targeting someone at the bottom of the funnel or even an existing customer. 

Best Practices: 

• A table of contents if it’s longer than 3,000 words
• A bold title (i.e. controversial, lessons learned), ideally 55 characters so it will display well in search engines
• Descriptive text and not industry buzz words, and ensure you spell out acronyms on first occurrence
• An abstract and executive summary
• Use data to support your point(s)
• Cite all research sources

As this is lengthy content, it can often take up to six weeks to write and complete a white paper. Start with an outline and review it with your team internally to ensure alignment on the objectives.

• Promote them on your website
• Blog about them
• Repurpose them into slide decks and deliver them as live or on-demand webinars for added impact and thought leadership

As valuable, in-depth technical content, white papers should also be gated by forms. When building out the form, consider how valuable the content is to the potential reader, and select fields that reflect that. Forms perform best when they include 3-5 fields, and stick to work email, name and company name. Learn more about best practices for gating content .

You should take care to keep white papers up-to-date to maintain technical accuracy and credibility. Typically, a white paper has a lifespan of 1-2 years before it needs to be updated, but this can vary by industry.

White paper example

Case Studies

A case study teaches by example, featuring extended testimonials on how a product or service helped a customer in the real world. It’s considerably shorter than a white paper, typically measuring around 800 words.

• Benefits-oriented headline
• One-sentence challenge with one-sentence solution
• Up to 1,000 words explaining how your products and/or services solved the challenge
• Illustrations, images, charts/graphs with captions

Specific results data as proof points (i.e. money savings, decreased time to market

Case studies are best suited for audiences at the top or middle of the funnel. Use them to create awareness of a problem and show the reader a solution that worked for a real-life customer - with case studies, you highlight your successes in a way that will help an ideal potential customer come one step closer to becoming a new customer. 

• Share an image and caption on social media with a link to your website to read the full case study
• Submit them for trade show paper contests
• Repurpose them into news releases or videos
• Use them as sales enablement content at onsite visits and trade shows.

Example case study from TREW client G Systems

Be sure to keep the focus 90% educational and 10% promotional and lead with benefits that speak to your target customer’s pain points, versus a product or services pitch . Due to this focus, and the shorter form, case studies are not typically gated by a form.

Case studies can be time-consuming, often requiring internal approvals from the customer and deep research. Due to the increased number of involved parties, putting together a case study can be slow going and may require an extended timeline. Their shelf life does tend to be longer than that of a white paper, remaining effective for 2+ years before requiring updates.

See this blog post for more information on a recommended content cadence.

Ready to get started? Review your B2B buyer personas and content plan and identify any gaps that could be met by a case study or white paper. Start slow, and work up to producing one of each per quarter to steadily generate leads for your company.

For more information on building out your content plan, read our guide to Getting Started with Content Marketing . 

TREW is a marketing agency dedicated to reaching engineering and technical audiences through a range of marketing initiatives.   Contact us   today to learn more about the services we offer. 

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About TREW Marketing

TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.

What is the Difference between White Papers and Case Studies?

• June 14, 2021
• Using Case Studies

Case Studies and White Papers are types of B2B content that help businesses show their products or services are reliable and effective. However, while they both feature real-life testimonials and examples, the terms aren’t synonymous. This article will help you easily distinguish between them and determine which works best with your business model.

What is a Case Study?

A Case Study describes how your company overcame obstacles and solved a client’s problem. Also known as a Customer Success Story, it’s usually divided into the following three parts:

• Situation/Problem
• Results/Benefits

Case Studies put prospects in your client’s shoes and show what working with your company is like. Consequently, this makes Case Studies powerful selling tools, so post them on your website or incorporate them into your sales cycle.

Additionally, showcasing your best clients in a Case Study builds trust in your company. Prospects will be more likely to say yes to a partnership knowing that other established businesses have had verifiable positive experiences with you.

Click here to review the library of our Case Studies.

What is a White Paper?

A White Paper is an authoritative document that explores an industry-specific issue or topic. It showcases a solution, product, or service that your company offers or plans to offer.

A White Paper doesn’t focus on the experience of working with your company. Instead, it concentrates on a specific problem your company can solve and details about your company’s solution. 

White Papers are usually longer and more formal than Case Studies, and the content is often technical and supported by outside research. As a result, the audience of White Papers doesn’t consist of the casual, everyday reader. Instead, companies use White Papers to try to sell goods and services to prospects and clients and convince investors to take part in the company. 

Use White Papers as gated marketing content or send them directly to prospects and clients.

Click here to review samples of White Papers.

At a Glance: The Difference between Case Studies and White Papers

Refer to the following table to quickly view the differences between White Papers and Case Studies:

You know about the differences between Case Studies and White Papers now. However, do you know which do you need for your business? If you’re still not sure, get in touch with us. We’ll help you figure out what option is best for you.

Stef Mates, SuccessKit's Creative Director, has been writing, designing, editing, and managing a variety of content types for several different industries for more than 15 years. She started at the company as a freelancer in November 2019 and became an official part of the team in June 2021.

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How to Write a Case Study

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What people are saying

Milo Sindell President, Skyline G

“If you’re looking for Case Studies, this is a really nice little organization to partner with. Our experience, frankly, has been excellent.”

Franklyn Peart Co-Founder, CentreStack

“We’re already recommending SuccessKit to our customers.”

John Morgan Director of Marketing, Elemental Machines

“The SuccessKit team has been great. We can tell them, ‘ABC Company had this problem,’ and they will document our solution.”

Don Mennig CEO, Evolve IP

“Julian and his team have done an excellent job for us. Definitely recommend working with them for Case Studies. ”

David Bohram Director of Marketing, Tax Guard

“I didn’t think it’d be successful to outsource Case Studies, but Julian and his team made it so easy.”

Erin Wathen Director of Branding and Events, Assure

“I really appreciate how SuccessKit takes the reins and produces such great results, allowing us to focus on what we need to do to grow the business.”

Damon Baker CEO, Lean Focus

“SuccessKit’s Case Studies give us a distinct advantage over our competition when prospects are comparing service providers.”

Chris Connor Sales Manager, SwervePay

“We’ve really appreciated the work that Julian and his team have done for us.  Very happy with the results.”

Shawn O’Daniels CEO, CSN

“SuccessKit figured out how to show the world what we do for our clients. I am blown away by the Case Study .”

James Dirksen CEO, DeepSurface Security

“This is just about the best Case Study I’ve ever seen.”

Christopher Levy CEO, BuyDRM

“The Case Study SuccessKit created for us was elite.”

Kendall Kunz CEO, Forms On Fire

“SuccessKit made it easy for clients to see what other clients see, and it’s led to more sales.”

Phil Curtolo Vice President of Sales, Software Consulting Services

“SuccessKit takes the pain and suffering out of creating quality Case Studies.”

Luke Anemone CEO, COMMANDO

“Working with SuccessKit has been pivotal in growing our client base and giving potential advertisers really good content about what we can do.”

Linze Kay Lucas Business Analyst and SEO Consultant, Stellium SEO

“I cannot speak highly enough about my experience working with SuccessKit. They were completely respectful of my client’s time and needs, as well as my own.”

Joanie Berkery Marketing Director, Adapex

“SuccessKit really helped us build the framework and presentation for our Case Study.”

Troy Stein VP, Customer Advocacy, TechSmith

“Quality results. Authentic storytelling and quotes. Easy to work with. I’m signing up for more.”

Julie Matheney Associate Director of Digital Marketing, Feathr

“I highly recommend the SuccessKit team to anyone who’s looking to produce Case Studies.”

Robin Smith Founder and President, ASK-CRM

“We are definitely recommending SuccessKit to the peers that we work with and our existing clients.”

Ace Rosenstein President, Bravo Business Media

“I recommend SuccessKit due to the efficiency and the extreme price to value.”

Ari Haas Founder, Dijy

“The SuccessKit team knows what they’re doing. It’s easy to work with them, the end result is a beautiful product, and all parties involved feel super comfortable.”

Sidney Rogers Marketing Manager, Groove Technology Solutions

“The SuccessKit team is very professional, and they ensure that they take care of everything in a timely manner.”

Ashlyn Burgett Director of Marketing, Dedicated IT

“The SuccessKit team makes the Case Study process painless, and they have the expertise to create high-quality content that is invaluable to sales and marketing teams.”

Carly Brightwell Head of Marketing, North Labs

“If you need Case Studies for your business, we highly recommend SuccessKit. We recieved exactly want we asked for!”

Luke Komiskey Founder and Managing Director, DataDrive

“I love working with the SuccessKit team because they make it really easy for me to focus on my business while they produce Case Studies that drive our brand forward.”

Have a question? Reach out to us directly.

Know the Difference: White Paper V/S Case Study

Generating high-quality valuable content invariably is cardinal to generate inbound leads for a business. White papers and case studies are two such powerful and informative means of content that offer an extensive understanding of a specific product, service or technology and enable enterprises to connect with their audience in a potent and convincing manner.

[Pull Stat] – According to the Demand Gen Report, “White papers, case studies and webinars are the most requested content format by B2B buyers.”

Often viewed as similar concepts, case studies and white papers serve different and distinct purposes. In this blog, we have highlighted the meaning and fundamental purpose of a case study and white paper to facilitate a better understanding of the concepts.

What is a White Paper?

Highlighting a Specific Subject Matter in an Academic Tone

A white paper is defined as an authoritative document that offers comprehensive information with regards to a particular product or service. It amalgamates the expert knowledge and research into a document that supports a specific solution or recommendation. White papers enable the reader to understand the issue, how the offered product or service solves the challenge and then make a better decision based on the data.

Purpose of White Paper

The purpose of white paper is to aggrandize a particular product, service, methodology, or technology. Primarily, white papers are curated for B2B marketing in order to extend compelling and factual evidence that a specific product or service is an adequate solution to solve a certain issue or a challenge at hand.

What is a Case Study?

Replication of Practical Experience of a Subject Matter

A case study is both, a method of analysis and research structure for examining a specific obstacle. It examines a person, place, event, phenomenon, etc., in order to gather key ideas and results that further help in highlighting pitfalls/successes of previous practices, understanding the current challenges and identifying future trends. Case studies can either examine a single subject or be curated as a comparative analysis that depicts the relationship between two or more subjects.

Purpose of Case Study

The fundamental objective of a case study is to identify the problem, outline various viable solutions and then offer proven results. It requires observation to identify the challenges and inefficiencies of the targeted market and measure the success of the rendered solution.

White Paper V/S Case Study – Understanding the Difference

Basically, both, a white paper and a case study explicate the benefits of a particular product, service, or innovation while exhibiting how a particular solution has proven to be an effective solution to the problem.

A white paper highlights the benefits and rationale for the implementation of a proposed solution whereas, a case study offers real-life examples of how that particular solution had solved the issue. While a case study focuses more on observation, examination and proving the effectiveness of a solution, a white paper emphasizes on providing comprehensive theoretical knowledge and underlining key features of a particular solution.

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White Paper vs Case Study: What’s the Difference?

If you want to create long-form text-based content that informs readers and showcases expertise, white papers and case studies are both great format options. However, you should consider whether a white paper vs case study would be best for your organization’s content marketing efforts .

After all, white papers and case studies serve distinct purposes in the buyer’s journey.

To make the most of your content, you’ll want to choose the format that aligns best with your goals. This can make all the difference in capturing your target audience’s attention and driving conversions.

Today, we’ll be diving deep into the differences between a white paper vs case study so you can figure out which format is best for each marketing scenario. 

In this post, we’ll cover the following topics:

• What is a white paper vs case study?

What is the purpose of a white paper vs case study?

Who is the target audience for a white paper vs case study, what are the key characteristics and structure of a white paper vs case study, white paper vs case study: best practices.

• White papers vs case studies: key differences

How to choose between a white paper vs case study

This post is part of a series on how to write a white paper .

What is a white paper vs case study? 

When it comes to a white paper vs case study, it’s important to know the difference. Simply put, a white paper is a marketing asset that discusses an industry-specific problem and provides a research-backed solution, while a case study showcases a customer’s successful application of your solution. 

A white paper aims to educate readers on a specific topic and offers in-depth information and insights. White papers are highly effective marketing tools, with 51% of B2B marketers reporting that white papers deliver some of their best results.

Check out our white paper writing services .

A case study , on the other hand, is written or video content that tells the story of how a customer is successfully using your solution. It typically starts by comparing the “before” state—what the challenges were before the customer started looking for a solution. Then it describes why the customer chose your solution and what the implementation process was like. And it finishes by describing the results the customer got by using your solution.

Like white papers, case studies are very effective: for the third year in a row, SaaS marketers ranked case studies as the #1 most effective marketing tactic to increase sales —ahead of SEO web content, blog posts, social media, paid ads and other tactics.

Check out our case study writing services .

White papers aim to provide thought leadership and offer solutions that position your company as an industry authority. They are often used to influence decisions by presenting compelling arguments supported by data and analysis.

Case studies primarily aim to demonstrate the practical application of a product or service by showcasing real-life success stories. They provide social proof and instill confidence by showcasing how a particular product can lead to positive results.

White papers are typically targeted towards decision-makers and stakeholders who are seeking in-depth insights to inform strategic decisions. They appeal to individuals who are actively researching complex problems and want to learn about innovative approaches.

Case studies , on the other hand, are geared towards prospects who are looking for evidence that a product is effective. They resonate with potential buyers who are looking for real-world success stories to help evaluate the feasibility of implementing a particular solution within their own organization.

White papers are characterized by their comprehensive research, authoritative tone and formal structure. They rely heavily on data, statistics and expert opinions to support their arguments and conclusions. White papers frequently include sections such as an executive summary, introduction, problem statement, methodology, findings, analysis, conclusion and recommendations.

Find out how to write a white paper in 10 steps [plus 5 examples]

On the other hand, case studies are more focused on storytelling and real-life examples. They often follow a narrative structure, starting with an introduction to the customer or company profile. They then outline the problem faced, describe the solution implemented and highlight the results achieved. Case studies might include quotes, testimonials and metrics to substantiate the success story and provide credibility.

Check out the 9 steps for writing a case study [plus 34 examples]

Regardless of whether you opt for a case study vs white paper, it’s a good idea to incorporate best practices. After all, they can maximize the impact of your content.

When creating white papers , consider the following best practices:

• Add a table of contents to set readers’ expectations.
• Use visuals, charts and graphs to enhance readability.
• Incorporate real-world examples to illustrate key points and add credibility.
• Leverage thought-provoking questions to engage readers.
• Include actionable insights and practical recommendations that readers can implement in their own strategies.

For case studies , keep these best practices in mind:

• Select compelling success stories that reflect your target audience’s situation.
• Focus on the customer’s journey, discussing the challenges they faced, the implemented solution and the final outcome.
• Use real data and metrics to quantify the results achieved.
• Incorporate quotes to add authenticity.
• Keep the narrative concise and engaging, highlighting key takeaways.

White paper vs case study: key differences

It’s important to understand the differences between a white paper vs case study when choosing which to create. To clarify the topic, take a look at the fundamental differences:

Before you create a white paper vs case study, it’s important to think about which format will best help you meet your content marketing goals. Below, we’ll discuss key elements to consider and provide insights to help you make an informed decision.

Factors to consider based on business goals

When you’re thinking about whether to create a white paper vs case study, consider the following factors:

• Objective : determine if you want your content to serve thought leadership, lead generation or social proof purposes
• Buyer’s journey : think about what stage of the buyer’s journey you need content for—white papers are best for the Awareness stage, while case studies are best for the Consideration and Decision stages
• Existing content marketing assets : consider how your white paper or case study will fit in with your existing content marketing assets 
• Your competitive landscape : consider how your competitors are using white papers vs case studies
• Content repurposing : determine how you might repurpose content across different channels and formats, maximizing the reach and impact of your content efforts

Matching content format with audience expectations

When you create a white paper vs case study, you need to ensure that your content meets audience expectations. To do so, you’ll need to understand your audience’s preferences and behaviors. That way, you can make sure that your chosen format resonates effectively. 

By aligning your content format with what your audience values most—whether that’s data-driven analysis or real-world success stories—you can create content that engages, informs and ultimately drives action.

So, which content format should you pick?

In the battle of white paper vs case study, there’s no one-size-fits-all answer. Both formats are valuable B2B marketing tools, offering unique benefits and advantages. By selecting the one that best fits your goals, you can refine your content marketing efforts and drive meaningful results.

Need help with your case studies or white papers?

At Uplift Content, we offer both case study writing services and white paper writing services . Regardless of which format you settle on, our B2B SaaS writers will create high-quality marketing content that supports your business.

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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White Paper vs. Case Study: Understanding the Differences

Table of Contents

White papers and case studies are two marketing materials businesses use to communicate with their target audience. While both serve a similar purpose, the two have distinct differences.

A white paper is an authoritative report that presents a problem and proposes a solution. It is typically used to educate and inform readers about a particular industry or technology. A white paper may include statistics, research findings, and expert opinions to support its claims. White papers are often longer than case studies, ranging from 6 to 20 pages, and are designed to provide a comprehensive overview of a particular topic.

Case studies are shorter than white papers, typically 2 to 4 pages, and are designed to highlight the benefits of a particular product or service. On the other hand, a case study is a real-life example of how a business solved a problem or achieved success using a specific product or service. It provides detailed information about the customer’s experience and the solution provided by the company.

White papers are more focused on educating and informing readers about a particular industry or technology, while case studies are more focused on demonstrating how a product or service can solve a specific problem. Both marketing materials are valuable tools for businesses, and the choice of which to use depends on the marketing objective and the target audience.

Introduction to White Papers and Case Studies

White papers and case studies are two marketing materials businesses use to communicate with their target audience.

A white paper is an authoritative report that presents a problem and proposes a solution. It is typically used to educate and inform readers about a particular industry or technology. Businesses often use white papers to establish thought leadership, generate leads, and provide in-depth information to potential customers.

Businesses often use case studies to showcase their expertise and provide social proof to potential customers. On the other hand, a case study is a real-life example of how a business solved a problem or achieved success using a particular product or service. It provides detailed information about the customer’s experience and the solution provided by the company.

Both white papers and case studies are essential tools for businesses looking to communicate with their target audience. They are typically used in the middle and late stages of the buyer’s journey when potential customers evaluate solutions to their problems. 

By providing valuable information and demonstrating expertise, businesses can build trust and establish themselves as credible solution provider.

The benefits and challenges of using white papers and case studies in marketing and sales efforts

White papers and case studies are powerful marketing tools that offer several benefits to businesses. However, there are also some challenges associated with using them effectively.

Benefits of using white papers in marketing and sales efforts:

• Establishing thought leadership: White papers help businesses establish themselves as thought leaders by showcasing their expertise and knowledge.
• Generating leads: White papers can attract potential customers and generate leads by providing valuable information addressing their pain points.
• Building brand awareness: White papers can help businesses increase their brand awareness by reaching a wider audience and positioning themselves as reputable solution provider.
• Educating prospects: White papers can educate prospects about a particular industry or technology, making them more informed and better prepared to make purchasing decisions.

Challenges of using white papers in marketing and sales efforts:

• Time and resources: White papers can be time-consuming and resource-intensive, requiring research, writing, and design expertise.
• Technical jargon: White papers can sometimes be too technical or jargon-heavy, making them difficult for non-experts to understand.

Benefits of using case studies in marketing and sales efforts:

• Demonstrating success: Case studies show how a business has helped previous customers solve their problems or achieve success, providing social proof to potential customers.
• Building trust: Case studies help businesses build trust with potential customers by demonstrating their ability to provide effective solutions.
• Addressing objections: Case studies can address common objections or concerns that potential customers may have about a product or service.

Challenges of using case studies in marketing and sales efforts:

• Customer privacy: Businesses need to ensure they have customers’ permission to use their names and details in case studies.
• Limited scope: Case studies are specific to a particular customer and may not apply to all potential customers.

While there are benefits and challenges associated with using white papers and case studies in marketing and sales efforts, when used effectively, they can be powerful tools to establish thought leadership, generate leads, build brand awareness, demonstrate success, and build trust with potential customers.

Critical Differences Between White Papers and Case Studies

White papers and case studies are essential marketing tools businesses can use to communicate with their target audience. While they share some similarities, the two also have crucial differences.

• Purpose: The primary purpose of a white paper is to educate and inform readers about a particular industry or technology. On the other hand, a case study’s goal is to showcase how a business solved a specific problem or achieved success using a product or service.
• Content: White papers are typically longer than case studies and provide a comprehensive overview of a particular topic. They often include statistics, research findings, and expert opinions to support their claims. On the other hand, case studies are shorter and more focused on a particular customer’s experience and the solution the business provides.
• Format: White papers are usually presented in a formal and academic format, similar to a research report. Case studies are often presented in simple storytelling, focusing on the customer’s journey and experience.
• Audience: White papers generally aim at a broader audience, including industry experts, academics, and potential customers interested in learning about a particular industry or technology. Case studies are more targeted at potential customers who are considering using a specific product or service.
• Goal: A white paper aims to provide valuable information and establish thought leadership in a particular industry. A case study seeks to demonstrate how a business has solved a specific problem and provide social proof to potential customers.

White papers and case studies are valuable marketing tools businesses can use to communicate with their target audience. The choice of which to use depends on the marketing objective, the target audience, and the information that needs to be shared.

Purpose and objectives

Any marketing effort aims to communicate with the target audience and achieve specific objectives that support the overall business goals.

A white paper aims to educate and inform readers about a particular industry or technology, establish thought leadership, and provide in-depth information to potential customers. A white paper seeks to attract potential customers and generate leads by providing valuable information addressing their pain points. Additionally, white papers can help businesses build brand awareness and increase their credibility in the industry.

The purpose of a case study is to showcase how a business solved a particular problem or achieved success using a product or service. The objective of a case study is to provide social proof to potential customers and build trust by demonstrating the business’s ability to provide effective solutions. Case studies can also help companies to address common objections or concerns that potential customers may have about a product or service.

The purpose of white papers and case studies is to communicate with the target audience and achieve specific objectives that support the overall business goals. While the definition of a white paper is to educate and inform readers, the purpose of a case study is to demonstrate how a business has solved a particular problem. The objectives of both marketing materials include generating leads, building brand awareness, and establishing credibility and trust with potential customers.

Audience and format

The audience and format of marketing materials like white papers and case studies are essential considerations when creating these materials.

White papers are often presented in a formal and academic format, similar to a research report, with clear sections, headings, tables and figures, and references. The content of a white paper should be in-depth and authoritative, focusing on educating and informing the reader. White papers typically aim at a broader audience, including industry experts, academics, and potential customers interested in learning about a particular industry or technology.

The content of a case study should focus on the customer’s experience and the solution provided by the business. Case studies are often presented in simple storytelling, focusing on the customer’s journey and experience. They may include quotes from the customer, photos, and other visual elements that help bring the story to life.

Both white papers and case studies can be presented in various formats, including PDFs, web pages , blog posts , and even videos. The choice of design depends on the target audience and the marketing campaign’s goals. For example, a PDF white paper may be appropriate for an academic audience, while a video case study may be more engaging for a younger, tech-savvy audience.

The audience and format of marketing materials like white papers and case studies are essential considerations when creating these materials. The choice of format depends on the target audience and the marketing campaign’s goals. White papers are typically aimed at a broader audience and presented formally, while case studies are more focused on potential customers and presented in a more casual storytelling format.

Content and structure

The content and structure of marketing materials like white papers and case studies are vital in creating effective and engaging pieces that resonate with the target audience.

White papers typically follow a structured format that includes an introduction, problem statement, problem analysis, proposed solution, and conclusion. 

• The introduction should grab the reader’s attention and set the tone for the rest of the paper. 
• The problem statement should clearly define the issue being addressed, while the problem analysis should provide in-depth information and research about the subject. 
• The proposed solution should outline the business’s approach to solving the problem, with supporting evidence and statistics. 
• The conclusion should summarize the paper’s main points and provide a call to action for the reader.

Case studies follow a more flexible format but generally include an introduction, background information about the customer, the problem or challenge faced by the customer, the solution provided by the business, and the results achieved. 

• The introduction should set the scene and establish the problem faced by the customer. 
• The background information should provide context about the customer and their industry. 
• The problem or challenge should be clearly defined, with supporting evidence and statistics. 
• The solution the business provides should be described in detail, focusing on the customer’s benefits. 
• Finally, the results achieved should be quantified and presented compellingly.

In terms of content, both white papers and case studies should be written in a clear, concise, and engaging style that is appropriate for the target audience. They should be well-researched and provide valuable insights and information. Visual elements like charts, graphs, and images can also be included to help illustrate key points and make the content more engaging.

The content and structure of marketing materials like white papers and case studies are essential in creating effective and engaging pieces. 

White papers follow a structured format that includes an introduction, problem statement, analysis of the problem, proposed solution, and conclusion. In contrast, case studies follow a more flexible design that consists of an introduction, background information about the customer, the problem or challenge faced by the customer, the solution provided by the business, and the results achieved. 

Both marketing materials should be written in a clear, concise, and engaging style appropriate for the target audience.

Use cases and outcomes

Use cases and outcomes are essential when creating marketing materials like white papers and case studies. These elements help provide a clear understanding of the product or service and the potential benefits to the customer.

White papers can highlight use cases and outcomes by providing in-depth information about a particular industry or technology. They can demonstrate how the proposed solution can be applied in different scenarios to solve specific problems and provide significant benefits. White papers can also showcase real-world examples of how businesses have used the key to achieve success.

Case studies are beneficial for highlighting use cases and outcomes. They provide a real-life example of how a business solved a particular problem using a product or service. Case studies can demonstrate the specific challenges faced by the customer and how the solution provided by the company solved the problem. They can also offer quantifiable outcomes, such as increased productivity or revenue, to demonstrate the solution’s benefits to potential customers.

Outcomes are also crucial in measuring the success of marketing campaigns. White papers and case studies can be used to track engagement and lead generation, providing valuable feedback on the effectiveness of the materials. Tracking outcomes can also provide insight into customer needs and help to refine marketing strategies.

Use cases and outcomes are essential in creating marketing materials like white papers and case studies. White papers can highlight use cases and products by providing in-depth information about a particular industry or technology. In contrast, case studies provide a real-life example of how a business solved a specific problem using a product or service. Outcomes are also crucial in measuring the success of marketing campaigns and tracking engagement and lead generation.

Best Practices for Using White Papers and Case Studies

When using white papers and case studies in marketing efforts, several best practices can help businesses create compelling and engaging materials that resonate with their target audience. Here are some essential best practices:

• Clearly define the target audience: Before creating white papers and case studies, businesses should define their target audience and understand their needs and pain points.
• Use a clear and concise writing style: White papers and case studies should be written clearly and concisely, which is easy to understand. Avoid using technical jargon that may confuse readers.
• Provide valuable insights and information: White papers and case studies should provide valuable insights and information relevant to the target audience. Use data and statistics to support the claims made in the materials.
• Use a compelling headline and introduction: A persuasive headline and introduction can grab readers’ attention and encourage them to read.
• Use visual elements: Visual elements like charts, graphs, and images can help to break up the text and make the materials more engaging.
• Provide a call to action: White papers and case studies should provide a clear call to action for the reader, encouraging them to take the next step in the buyer’s journey.
• Use various formats: White papers and case studies can be presented in multiple forms, including PDFs, web pages, blog posts, and videos. Using a variety of designs can help to reach a wider audience and make the materials more engaging.
• Track engagement and outcomes: Tracking engagement and results can provide valuable feedback on the effectiveness of the white papers and case studies and help businesses refine their marketing strategies.

By following these best practices, businesses can create effective and engaging white papers and case studies that provide valuable information to their target audience and help to drive leads and sales.

Strategies for effectively using white papers and case studies in marketing and sales efforts, such as selecting the correct format and audience and tailoring content to address specific business challenges and objectives

White papers and case studies are powerful marketing tools that help businesses effectively communicate with their target audience and achieve specific business objectives. Here are some strategies for effectively using white papers and case studies in marketing and sales efforts:

• Select the correct format and audience: Choose the format and audience that best fit the business’s objectives and target audience. For example, a PDF white paper may be appropriate for an academic audience, while a video case study may be more engaging for a younger, tech-savvy audience.
• Tailor content to address specific challenges and objectives: White papers and case studies should be tailored to the target audience’s particular challenges and goals. Use data and statistics to support the claims made in the materials and provide relevant and valuable insights to the audience.
• Provide a clear call to action: White papers and case studies should give the reader a clear call to action, encouraging them to take the next step in the buyer’s journey. This could include contacting the business for more information, signing up for a free trial, or scheduling a demo.
• Leverage social proof: Case studies are beneficial for leveraging social evidence to demonstrate the effectiveness of the business’s products or services. Use real-life examples of how companies have used the solution to achieve success and provide quantifiable outcomes to demonstrate the benefits to potential customers.
• Use targeted distribution channels: White papers and case studies should be distributed through targeted channels that reach the right audience. This could include email campaigns, social media, or paid advertising.
• Track engagement and outcomes: Tracking engagement and results can provide valuable feedback on the effectiveness of the white papers and case studies and help businesses refine their marketing strategies. Use analytics tools to track downloads, shares, and other engagement metrics.

By selecting the correct format and audience, tailoring content to address specific challenges and objectives, providing a clear call to action, leveraging social proof, using targeted distribution channels, and tracking engagement and outcomes, businesses can effectively use white papers and case studies in marketing and sales efforts to drive leads and sales.

The importance of collaboration and communication across different business functions such as marketing, sales, and product development

Collaboration and communication across various business functions, such as marketing, sales, and product development, is crucial for the success of any business. Here are some reasons:

• Aligning goals and objectives: Collaboration and communication help align the goals and objectives of different business functions. This ensures that everyone is working towards the same vision and helps to avoid conflicts and misunderstandings.
• Improving product development: Collaboration between product development and marketing can ensure products are developed with the customer in mind. By understanding customer needs and preferences, product development teams can create products that meet the target audience’s needs.
• Creating effective marketing campaigns: Collaboration between marketing and sales can help to create effective marketing campaigns that generate leads and sales. By understanding the sales process and customer journey, marketing teams can create campaigns that address specific pain points and encourage prospects to take action.
• Improving customer satisfaction: Collaboration and communication between different business functions can help to improve customer satisfaction. Businesses can create a better customer experience and build long-term loyalty by working together to address customer needs and concerns.
• Identifying new opportunities: Collaboration and communication can help identify new business opportunities that may have yet to be apparent. By sharing ideas and insights, different business functions can work together to identify new markets, products, and services.

Collaboration and communication across different business functions are essential for aligning goals and objectives, improving product development, creating effective marketing campaigns, improving customer satisfaction, and identifying new opportunities. By working together, businesses can create a more cohesive and successful organization that meets customers’ needs and drives growth.

The role of technology and automation in optimizing the use of white papers and case studies in marketing and sales efforts

Technology and automation can be essential in optimizing white papers and case studies in marketing and sales efforts. Here are some ways technology and automation can help:

• Lead generation and nurturing: Technology can automate lead generation and nurturing processes like email campaigns and lead scoring. Using white papers and case studies as lead magnets, businesses can attract potential customers and nurture them through the buyer’s journey.
• Personalization: Technology can be used to personalize the content and distribution of white papers and case studies based on factors like the prospect’s location, industry, or behavior. This helps to create a more targeted and relevant experience for the opportunity, increasing the chances of conversion.
• Analytics and tracking: Technology can be used to track the engagement and outcomes of white papers and case studies, providing valuable feedback on the effectiveness of the materials. This data can be used to refine marketing strategies and improve future campaigns.
• Content management and distribution: Technology can manage and distribute white papers and case studies across multiple channels, such as social media, email, and websites. This helps to ensure that the materials reach the broadest possible audience and are easily accessible to potential customers.
• Integrations: Technology can be integrated with other marketing and sales tools, such as CRMs and marketing automation platforms, to create a more seamless and efficient process. This helps to eliminate manual tasks and streamline workflows, freeing up time for more strategic initiatives.

Technology and automation can be crucial in optimizing white papers and case studies in marketing and sales efforts. Businesses can create a more effective and efficient marketing and sales process that drives growth and revenue by automating lead generation and nurturing strategies, personalizing content, tracking engagement and outcomes, managing content distribution, and integrating with other tools.

Final Thoughts

White papers and case studies are powerful marketing tools that help businesses effectively communicate with their target audience and achieve specific business objectives. White papers are aimed at a broader audience and provide in-depth information about a particular industry or technology. At the same time, case studies focus more on potential customers and provide real-life examples of how a business solves a specific problem using a product or service.

To effectively use white papers and case studies in marketing and sales efforts, businesses should consider their audience and format, tailor content to address specific challenges and objectives, use targeted distribution channels, and track engagement and outcomes. 

Collaboration and communication across different business functions are also crucial for success, and technology and automation can play an essential role in optimizing the use of these materials.

By following these best practices and strategies, businesses can create effective and engaging white papers and case studies that provide valuable information to their target audience and help to drive leads and sales.

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Case Studies vs. White Paper: What’s the Difference?

The secret to creating inbound leads for your company is to produce high-quality, helpful content on a regular basis.

Businesses value case studies and white papers as two of the most powerful and necessary forms of material. Both can be essential in helping you generate quality leads for your business.

So how do you choose between a white paper and a case study, and what’s the difference between the two?

To put it quite simply…

White Papers

• Lengthy (Typically 2,000-5,000 words)
• Research-based
• With a singular focus

Case Studies

• Shorter (Around 800 words)
• Focuses on an Individual customer experience
• Summarizes one specific scenario

To elaborate, a white paper is designed to inform the target audience, while digging deeper into a specific market trend/issue, explaining the causes, implications/benefits, and solutions.

It almost serves as a research paper. It is an in-depth analysis of an issue and outlines why your product or service would be the optimal solution for a problem.

Case studies differ because they describe a particular example of how a customer issue was resolved. It has a particular formatting: starting with a problem statement, followed by a solution, and a summary of benefits.

It is a way to showcase your dynamic between your business and your customer or client.

According to Gordon Graham, from “ That White Paper Guy , another way to look at it is…

“A case study is like looking down through a magnifying glass at one flower. You focus in on one company in particular, telling the story of how it benefited from using a certain product or service.”

While, “A white paper is like looking up through a telescope at a whole galaxy in space. You tell the story of how an entire industry has been suffering from a certain problem and propose a better way to solve it.”

You can promote and share your case studies or white papers in several ways.

Perhaps you decide you want to feature your case studies on your website, or say you want to provide these after a sales call, or maybe you decide that a white paper would be ideal for sending out to prospects in an email campaign…

No matter how you approach this, just getting the case studies out there could be your best proof of referral.

And when it comes to white papers, you could really help to explain to customers just how well your service(s) work(s) within your prospects industry.

Whether you choose to go with case studies or white papers for your business, both are a marketing staple and can give you the business leverage you are looking for.

Tell us about your needs for case studies or white papers. Our expert content writers can help create the powerful material you’re looking for.

Contact us today for a free consultation .

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White Paper Vs. Case Study: Key Differences You Need To Know

Introduction

Welcome to Innovative Local Seo Solutions' comprehensive guide on the differences between white papers and case studies. As a leading provider of SEO services in the business and consumer services industry, it's important to understand the unique characteristics of these two types of documents. This guide aims to help you make informed decisions, allowing you to effectively communicate your message to your target audience.

What Are White Papers?

White papers are authoritative, in-depth reports that provide detailed information and analysis on a specific topic. Usually, they address challenges, present solutions, and offer insights based on research and expert opinions. White papers are commonly used in the business world to educate and influence decision-makers.

When it comes to SEO, white papers play a crucial role in establishing thought leadership and attracting target customers. Their comprehensive nature makes them ideal for showcasing expertise and promoting trust in your brand. By offering valuable information, white papers can generate leads and nurture prospects.

Key Characteristics of White Papers

1. In-depth Research: White papers delve deep into a subject matter, presenting detailed research findings, statistical data, and supporting evidence.

2. Authoritative Voice: The content is written in a professional tone, with a focus on expertise and credibility.

3. Educative Approach: White papers aim to educate the reader, providing valuable insights and actionable advice.

4. Problem-Solution Format: They identify a problem and propose a solution, highlighting the benefits of the suggested approach.

What Are Case Studies?

Case studies are real-life examples that showcase how your products or services have benefited your clients in specific situations. They demonstrate the effectiveness and success of your offerings and highlight your company's ability to deliver results.

From an SEO perspective, case studies play a crucial role in building credibility and establishing trust. They provide tangible evidence of your expertise and can serve as persuasive tools to convince potential customers.

Key Characteristics of Case Studies

1. Client-focused Approach: Case studies revolve around specific clients and highlight their challenges, objectives, and the solutions your company provided.

2. Real-life Results: The emphasis is on showcasing the outcomes achieved through your products or services, with concrete data and measurable success.

3. Storytelling Element: Case studies often follow a narrative structure, engaging readers with a relatable story.

4. Current and Relevant: They focus on recent projects that showcase your ongoing expertise and adaptability.

When to Use White Papers and Case Studies?

The decision to use white papers or case studies depends on your business goals, target audience, and the stage of your buyer's journey.

White papers are best suited for:

• Educating decision-makers and industry professionals
• Establishing thought leadership and expertise
• Building brand reputation and trust
• Generating leads in the early stages of the buyer's journey

On the other hand, case studies are effective when:

• Highlighting the success of your offerings through real-life examples
• Building credibility and trust with potential customers
• Supporting sales efforts by providing evidence of your company's capabilities
• Nurturing leads in the evaluation stage of the buyer's journey

Understanding the differences between white papers and case studies is essential for effective communication in the business and consumer services industry, particularly within SEO services. Both document types have their specific use cases and benefits. By utilizing white papers and case studies strategically, you can leverage their unique characteristics to attract, educate, and convert your target audience.

As Innovative Local Seo Solutions, we are here to help you create compelling white papers and case studies that align with your business objectives. Contact us today to discuss how we can elevate your content marketing strategy to outrank your competitors in the digital landscape.

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The 3 Types of White Papers and When to Use Each One

by John Cole | Apr 23, 2022 | Collateral , Lead Generation , White Papers , Technology Marketing , Content Marketing | 0 comments

A few years ago, I read a book that made a huge impact on my writing business. It helped me establish myself as a white paper expert, and it helped me convince clients to hire me. I’d like to share with you something very useful I found in it.

The book is White Papers for Dummies by my colleague Gordon Graham (also known as “That White Paper Guy”). In that book, I found the best discussion I’ve ever read on different types of white papers and when to use each. It even made me change my mind about what qualifies as a white paper today.

Graham has written more than 300 white papers for companies large and small, including Google, Rackspace, and Oracle. In reviewing his portfolio and other successful white papers he’d read, Graham found they could all be grouped into three categories or species—he calls them “flavors”—and hybrid combinations of those species. His three main types of white papers are:

• The Backgrounder
• The Numbered List
• The Problem/Solution

Let’s look at the typical characteristics of each one, their advantages and disadvantages, and the marketing objectives to which each is best suited.

1. The Backgrounder

The backgrounder – also called an “evaluator’s guide” or “product briefing” – is the oldest type of white paper. Backgrounders were originally internal documents rather than marketing collateral. They were used to explain new, unfamiliar, or misunderstood technologies to technical audiences.

Graham likens the backgrounder to vanilla ice cream: plain, straightforward, and reliable. Normally, its purpose is to explain the key features, functions, and benefits of a single product or service, and to do so in greater detail than is generally found in brochures, datasheets, or web copy.

And of course, they are still used to explain new, unfamiliar, or misunderstood technologies to technical audiences. Only now, they do so as marketing collateral for potential customers rather than as internal documents.

When to use a backgrounder

Backgrounders are best used for the following tasks:

• Supporting a technical evaluation
• Supporting a product launch
• Promoting an undisputed leader

The final stages of the buying process are where a backgrounder really shines. Backgrounders provide technical evaluators with the solid information they need to make a recommendation to management. Not having a backgrounder available at this stage can lead to being dropped from a buyer’s shortlist.

Backgrounders can also be used to provide in-depth product information to analysts, journalists, bloggers, channel partners, and your own sales staff in support of a product launch.

Finally, if your company is the undisputed leader in your industry—a household name like IBM, Intel, or Microsoft—the backgrounder may be the only type of white paper you need. If customers in your market habitually check to see what you have to offer before making a purchasing decision, a backgrounder can help make sure your offering makes it to their shortlist.

Personally, as a lead-generation specialist, I had come to view backgrounders as outdated. Studies have shown that most business buyers seek out white papers early in the buying process when they aren’t yet ready for detailed product information. But when it comes to closing a sale or supporting a product launch, a backgrounder can be just the thing.

Advantages of the backgrounder

Easy to research. Backgrounders are the easiest of all white papers to research. That’s because all the sources you need – SMEs, product documentation, etc. –  are right at hand, within your company. You won’t need to spend much time doing external research when preparing a backgrounder.

Easy to write. Backgrounders are also easy to write because they normally have a very simple, straightforward structure, namely:

• Introduce the product and what it does
• List the key features
• Explain how those features benefit the prospect
• Call to action (e.g., call to speak to a sales rep)

Disadvantages of the backgrounder

Short-lived. One big drawback of the backgrounder is its short shelf life. As soon as the product is upgraded or modified in any way, the backgrounder must be modified as well. If changes to the product are significant, the backgrounder may have to be completely re-written.

Not good for generating leads. When prospects are seeking solutions to nagging problems, where do they start? Most turn to Google, don’t they? And what terms are they most likely to search on? A product or company name? Probably not. So a backgrounder focused on your product or service is not likely to turn up in their search results.

And even if it does, most prospects won’t download it at this point. Executives at white paper syndication services like TechTarget indicate that a product or company name in a white paper title tends to slash download rates by 25 to 50 percent. The reason? Prospects aren’t interested in your solution at this point. They’re still trying to understand their problem.

2. The Numbered List

Perhaps the most popular type of white paper is the numbered list. Organized around a list of points pertaining to a certain issue, they lure prospects with the promise of an easy, yet informative read. Depending on the content, they may also be called tip sheets, Q&A lists, list-based articles, or (and I cringe to mention this term) listicles .

The numbered list is easily recognized by the presence of a number in the title. Here are some examples:

• 5 Questions to Ask Before Purchasing an Automatic Wiring Tester
• 6 Things You Need to Know About Powering Wearable Technology
• 7 Best Practices for Better Requirements Traceability
• 8 Tips for Streamlining Agile Development

When prospects see that number in the title, they know the information will be presented in bite-sized chunks that will be easy to digest. Graham compares the numbered list to strawberry ice cream: light, lively and refreshing.

When to use a numbered list

According to Graham, the best times to use a numbered list are when you want to:

• Get attention with provocative views
• Nurture prospects already in your sales funnel
• Cast fear, uncertainty, or doubt (FUD) on your competitors

As such, a numbered list white paper can be used in any phase of the sales cycle.

“One fun way to use a numbered list is to come up with a new, slightly racy, or provocative twist on some issue,” says Graham. “As your list is picked up, retweeted, and commented on, it can attract a lot of attention that your company never had before.” 1 A numbered list can generate a lot of leads in this way.

Numbered lists are also great for nurturing leads through the middle of your sales funnel. Since numbered lists promise a quick, easy, informative read, they make great offers in company newsletters and emails to your house list – keeping those leads warm until they’re ready to buy.

And once those prospects reach the bottom of your funnel and are comparing products, a numbered list of “questions to ask,” “things you need to know” or “hidden dangers” can help cast fear and doubt on your competitor’s offerings.

Advantages of the numbered list

Easiest to write. The modular format of the numbered list makes it the easiest type of white paper to write. Just brainstorm your list of points, pare the list down to the most relevant (3 to 9 points work best), and discuss each in turn. You need to provide proof, but you don’t need to go as deep into the details as you do in a backgrounder or the problem/solution type we’ll look at next. And since you can use one in any phase of the buying process, the numbered list is ideal when you need a white paper in a hurry.

Fastest to read. Numbered lists are generally the shortest of all white papers. Their structure is simple and easy to scan. And since they’re modular, readers can pick and choose the points that are relevant to them.

Easiest to re-purpose. Numbered lists are extremely popular with industry journals, portals, and blogs. Why? Because readers love them. Since numbered lists tend to be concise, there’s generally less work involved to prepare them for use in other publications. Just be sure to include a link where readers can download the complete white paper.

Disadvantages of the numbered list

Most superficial. A numbered list won’t provide the detail found in a backgrounder or the depth of understanding found in a problem/solution white paper. This is not the type of white paper to use if you really want to convince prospects that your offering is exactly what they need.

Easiest to dismiss. The shorter length and concise detail of the numbered list—the very things that make it attractive to busy business readers—can also diminish its credibility. If your readers sense there is too little substance behind your assertions, this lighthearted approach can backfire on you.

Perceived to be overused. Because they’re so popular, B2B readers see a lot of numbered lists. This often results in backlash. Posts with titles like “6 Reasons to Stop Writing Numbered Lists” abound on industry blogs. The best way to fight this perception is to craft a title for your white paper that promises an interesting and informative read… along with content that delivers on that promise.

3. The Problem/Solution

When content marketing gurus call white papers “the king of content,” they’re usually referring to the problem/solution species. Graham likens this type of white paper to chocolate ice cream: rich, complex, and satisfying.

Also called a special report, executive briefing, market overview, or “modern” white paper, the problem/solution is, in Graham’s words, “a persuasive essay that uses facts and logic to convince readers that one particular solution is the best currently available for a serious problem that affects many companies in a given industry.” 1 The problem/solution white paper seeks to thoroughly examine a nagging industry problem and make a convincing argument for a specific solution—usually a new one.

When to use a problem/solution

When you’re targeting executives who are looking for ways to solve problems affecting the profitability of their company, or business buyers who don’t want to make a mistake in choosing a complicated, expensive business product, the problem/solution white paper is your best bet. Use it when you want to:

• Generate leads
• Educate salespeople and channel partners on the idea behind your offering
• Shape the opinions of analysts, journalists, and bloggers in your industry
• Redefine a market space
• Build mindshare

In short, when you’re breaking new ground, the problem/solution white paper is your best tool.

Advantages of the problem/solution

Generates the most leads. As mentioned earlier, when business executives seek out white papers, they’re looking for a solution to a problem, not product information. Since the title of your problem/solution white paper focuses on that problem, it will attract the most downloads.

Longest shelf life. A problem/solution white paper should address your solution primarily in generic terms. Because of that, it doesn’t become outdated as your offering evolves the way a backgrounder does. And since it contains solid problem-solving information, readers tend to hang onto it longer and share it more frequently than they would a numbered list.

Best investment. While the problem/solution white paper is the most costly to develop, it also generates by far the most leads, and therefore, the lowest cost per lead of the three species. And since buyers tend to refer to them throughout the buying process and share them with colleagues—according to a survey of tech buyers by Eccolo Media—they also have the greatest influence on sales.

Disadvantages of the problem/solution

Hardest to create. The problem/solution has the most complex structure of the three white paper species. Since you need to create an open and shut case for your solution, it requires more extensive research and more proof than the others.

Slowest to create. Because of its complexity, the problem/solution format generally requires more interviews and a longer review cycle, making it also the slowest white paper to create. You must make allowances for SME availability when planning and scheduling a problem/solution white paper.

Take-Away Points

1. The three principal types of white papers are:

• The backgrounder
• The numbered list
• The problem solution

2. The backgrounder is best targeted at prospects at the bottom of the sales funnel.

3. The numbered list is best employed for nurturing leads and getting attention.

4. The problem/solution works best for generating leads and influencing executives and business buyers.

Next Steps…

Need some help pulling together a new white paper? Drop CopyEngineer an email at [email protected] .

1 Graham, Gordon, White Papers for Dummies , John Wiley and Sons, 2013.

2 Eccolo Media 2010 B2B Technology Collateral Survey Report , www.eccolomedia.com

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White Papers vs. Reports for Content Marketing

Christina Oswald

In order for content to drive leads, it needs to resonate with your target audience. Timing is an important part of this equation. For example, at the early point in the buying cycle when your prospect is just realizing they have a problem, a white paper that helps them understand their challenges, provides industry perspective and offers reasonable solutions is valuable.

Picking the right type of content for your buyer persona is another key to getting your content noticed and acted upon. For instance, a technical audience might find a technical research report more useful than a case study. Below, we examine whitepapers and reports, explaining the difference between the two and offering tips on how, when, and for what purpose each should be used.

When to Use White Papers

A white paper is an opinion piece that is technical in nature. It is usually told from the vendor’s point of view, and is used to establish a company as a thought leader in its space. White papers should never be promotional, but instead should objectively educate the target audience so they can make informed business decisions.

Generally speaking, there are two types of white papers. One is more high level and would appeal to prospects in the early stages of the buying cycle. A possible topic for such a white paper might be, “The Pros and Cons of Automating FIX Testing.” This more generalized subject matter would be appealing to a business audience that needs to solve a business problem and is trying to establish a case for purchasing new technology.

The second type of white paper would offer customers a deeper dive into a technical topic. A sample title of such a piece might be, “Benefits of Using JAVA for an API.” This kind of white paper should discuss technical issues, or describe new approaches to common industry problems. This could also be a venue for your CTO to discuss his or her vision for the direction of your company’s technology.

When to Use Reports

Reports are typically research-based, and may be written by a vendor or a third-party research firm. Reports share the results of a study or investigation into a specific topic, which ultimately portrays the sponsoring company in a positive light. Depending on the subject matter, this type of content can appeal to both technical and non-technical audiences.

A technical or “quant” prospect would benefit from a report that drills down on a highly specialized topic. It should contain numbers-based research that backs up the conclusions drawn. This type of report might draw comparisons between various products or technology approaches, or even offer research on development strategies. For example, ITG recently published a report that evaluated the role of trading strategy in venue analysis. They presented a thesis that strategy plays a key role and must be considered when evaluating execution quality, and they backed it up with solid evidence.

We recently conducted such a report for one of our clients, a customer relationship management (CRM) software provider. The report examined the latest trends in wealth management business practices. It was based on interviews and a survey of more than 900 wealth managers, and analyzed best practices, backing up its recommendations with the survey results. The report has performed very well with its intended audience – investment advisors.

A business audience will more likely get value from a report based on a combination of qualitative and quantitative research. It can contain, for example, information on reasons why companies are choosing to conduct business one way versus another. We created this type of report for another one of our clients, a financial technology provider. The report focused on the business and technical challenges faced by sell-sides providing access to futures exchanges. We interviewed several industry experts and did a review of other available resources on the topic. We then amalgamated our research into a qualitative report that included, among other items, quotes from many of our interviewees. We found that this report generated a lot of traction and performed better than would a white paper for our target audience (those needing to solve a business problem) and their likely early stage in the buying cycle.

Assessing Your Audience’s Needs

When trying to determine what type of content to produce and what nature of topic to explore, first and foremost you must consider the needs of your audience. Are they a business audience performing some preliminary research on industry pain points and how best-in-class companies are solving them? Then a high-level white paper that explores problem/solution scenarios is your best bet. Or….are they quants that want information on specific technical topics?  If so, a study that offers relevant statistics should pique their interest.

Assessing the specific characteristics of your audience base will help you produce the kind of content they need—when they need it. This will help you build confidence in your message and overall brand.

For more insights on how to craft content that appeals to your audience’s needs (and ultimately attracts qualified leads), check out our related post, Your Problem is Not the White Paper and our white paper that discusses what types of content can be used to facilitate each stage in the financial technology buying process .

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B2b Content Mktg: White Paper Vs Point Of View

• Posted by mgoodman on 8/21/2014 at 3:56 PM Accepted I'd say the main difference is objectivity. Of course a white paper can be highly subjective and express a point of view, but usually a white paper is more of an expository and objective essay than an op-ed piece (the other extreme). In this age of content marketing and frequent use of white papers as disguised sales brochures, it's not always easy to tell the difference, right? I suspect your colleague meant that your white paper wasn't selling hard enough.
• Posted by Gary Bloomer on 8/21/2014 at 7:44 PM Accepted I agree with Michael. I also think a point of view can be a simple sentence, while a white paper tends to be several pages.
• Posted by telemoxie on 8/22/2014 at 8:25 AM Accepted it would seem to me that point of view would be closely related to the raison d'être and possibly unique selling proposition of your organization. For example, when I sold telemarketing services, my point of view was, "prospect centered marketing". I tried to apply the golden rule, I tried to make the kind of calls that people would want to receive themselves, I tried to be helpful and courteous. So that people would actually thanked me for calling. It's a different point of view than traditional "customer centered" or ROI focused outbound marketing. That doesn't mean it's for everybody. For example, companies which sell low-margin undifferentiated products can not afford to spend lots of money building relationships. What is different or unique about the company's offerings? What specific type of potential customer could benefit? What kinds of companies should avoid your offerings? How does you are industry knowledge and experience help your customers and prospects look at their business in a new way?

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How White Papers Are Different from Case Studies

• May 2, 2018

Home » How White Papers Are Different from Case Studies

There are many differences when it comes to white paper versus a case study with regards to the tone, destinations, gathering of people, topic, and straightforwardness of each record. Making high caliber, supportive substance at a normal rhythm is vital to creating inbound leads for your specialized business. Case studies and whitepapers are two of the most capable and sought after content formats by specialists, and both can enable you to create specialized leads for your business.

=== Table of Contents ===

What are whitepapers?

Whitepapers were initially utilized by government offices to display arrangement data. However over time it has emerged as a B2B marketer’s most effective inbound marketing tool . It is a powerful and educational piece intended to snatch the consideration of the reader while giving master understanding, specialized data, and a sensible contention keeping in mind the end goal to offer an item, administration, arrangement, or advancement.

A particular issue or obstruction is acquainted with the reader and the answer for it is introduced and illustrated. Outlines, charts, diagrams and other visual devices are typically incorporated into the white paper content to show data. The substance and tone of a white paper writing differ contingent upon the point and the forthcoming crowd.

What are case studies?

Case studies were at first utilized inside the field of sociology to test theories nearby measurement and are regularly used to analyze some social wonders. Organizations additionally deliver case studies. Statistical surveying, specifically, is territory in business where case studies are valuable. Case studies require a time of perception and additionally look into, ID of a particular issue, inadequacy, or wastefulness, the proposition of an answer, and assessment of how fruitful an answer was in understanding the issue. Like white papers, a case study analysis is utilized to introduce the advantages of an item, administration, or advancement; in any case, they additionally give genuine cases of how the item has turned out to be an answer for an issue or generally filled a void.

Because of the last mentioned, case studies normally give more prominent detail, except for Technical White Papers which give broad detail to engineers and other specialized pros on how an item functions or a technique is led. All the more frequently, white papers give data on how a business will profit by a proposed arrangement without depending on or focusing narrative proof. By virtue of their contrasting natures and zones of accentuation some white papers might be viewed as hard-offer archives, dependent upon the tone in which it is composed, while case studies content are normally drafted as delicate offer reports with to a greater extent an unpretentious, instructive tone.

The objectives of business or advertising case studies include: officials, clients, the overall population, and friend’s faculty. The target might be to build enthusiasm for an item, increment staff spirit, and bring certainty up in an organization and its capacity to give arrangements. Foundation data about an organization, including its piece of the pie, territories of specialization, and past victories, is regularly incorporated into keeping in mind the end goal to give a setting in which to put the case study

When directing case studies inside the fields of Social or Behavioral Science, people or gatherings are watched, and data is accumulated at that point examined, to frame decisions about connections as well as test speculations.

What are the differences between the two?

While every type of content looks to induce, case studies bargain more with examination and clarification to move down a proposed an answer, while white papers center around expanding the comprehension of an issue and offering the reader on the advantages of actualizing a specific arrangement, item, or administration, to tackle the issue. white papers are prevalently utilized as a part of business-to-business promoting to create leads, and to propose or display government strategy but at the same time are delivered in behavioral and sociology investigate.

Case studies are every now and again utilized as a part of business advertising, HR administration, and in the investigation of work and wellbeing markets, the viability of government strategy, intergovernmental relations, and different other sociology marvels.

White Papers were at first used to exhibit or propose government arrangement, while case studies were at first brought into sociology examine. A white paper gives the advantages and basis to the usage of a proposed arrangement, while a case study content gives genuine cases to how an answer has settled an issue.

A case study writing ordinarily offers more noteworthy detail than a white paper, except for specialized white papers. Case studies concentrate more on examination and demonstrating an answer’s viability, while white papers don’t give this confirmation. A case study is regularly subtler in nature than a white paper.

So, these are a few differences between case studies and white papers. Although they may seem similar, they are actually very different from one another from a content writer’s perspective.

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What’s the Difference Between White Papers and Other Marketing Materials?

White papers for dummies.

Sign up for the Dummies Beta Program to try Dummies' newest way to learn.

B2B marketing teams generate all sorts of content to get the word out about their products or services, including white papers, blog posts, brochures, case studies, and e-books. Not everyone knows what sets each type apart from all the rest or when to choose one over another.

White papers vs. blog posts

Most people can tell the difference between a white paper and a blog post. For starters, a white paper is much longer. Beyond that, a good white paper is based on established facts and logical arguments, like a well-researched article in an industry journal. But a blog post can be sheer opinion or even a rant, like a letter to the editor.

After you write a white paper, you can easily create blog posts from it. In fact, a good white paper contains enough ideas to fuel several posts. Here’s the best way to use both together:

Publish an effective white paper.

Extract one key idea to blog about.

At the end of the blog, point to the landing page for the full white paper.

Repeat Steps 2 and 3 to cover all the key ideas in the white paper.

Using the SEO power of your blog helps build visibility and downloads for your white paper. However, don’t expect an instant rush of web traffic. Business buyers take a good white paper far more seriously than a blog post.

After you publish a white paper as a numbered list, make sure to blog about it. Your blog can present the bare list of numbered points and direct readers who want more details to the full white paper. Your white paper can present more detail, more evidence, and more logical arguments than the blog post.

White papers vs. brochures

White papers and brochures are almost complete opposites. Brochures are sales documents intended to create interest and desire, often by pushing emotional buttons, such as fear, greed, envy, or vanity. Brochures are generally colorful, flashy, and filled with promises, using copywriting and advertising techniques.

White papers, on the other hand, are persuasive essays about a certain B2B product, service, technology, methodology, or new solution to an old problem. White papers persuade through irrefutable facts, ironclad logic, impeccable statistics, and quotes from industry opinion makers. They’re generally less flashy and more factual. A white paper should be more dignified, substantial, and informative than a brochure, using plain English and the occasional rhetorical device.

Some companies simply reformat an existing brochure and call the results a white paper. Doing so is a waste of effort that irritates most readers when they discover you’ve given them nothing but a sales pitch. Take the time to write a proper white paper, and you’ll be rewarded with more leads, better word of mouth, and increased sales.

White papers vs. case studies

Case studies are extended testimonials on how a product or service helped someone in the real world. They’re typically 750 to 1,200 words long, written in a journalistic style with many quotes from the customer. Case studies tend to be used later in the sales cycle to reassure a prospect that other buyers just like them benefited from the same offering and are prepared to endorse the vendor.

White papers, on the other hand, are persuasive essays, generally 3,000 words or more, written in a somewhat academic style, with no direct quotes from the vendor. A white paper may use the problem/solution structure but rarely before/after. White papers tend to be used earlier in the sales cycle to help prospects visualize a possible solution to a nagging problem.

You can include a brief case study inside a white paper, either as a sidebar, a proof point in the text, or a pull quote. You’ll likely need to condense the case study and include only the bare outline of the story, such as the bottom-line results.

White papers vs. e-books

This doesn’t mean an e-Pub version of the latest vampire novel for tweens. I’m thinking only of the e-books published by B2B companies as part of their marketing efforts. And these two marketing documents — an e-book and a white paper — are often the most difficult of all to tell apart.

With no clear standards or conventions established yet for e-books, people call just about anything an e-book. An e-book can be anywhere from 10 to 100 pages long and packaged as a PDF, slide deck, or some lesser-known format.

An e-book can have a lot of color and graphics, or not much at all. Fans of e-books call them “the hip and stylish younger sister to the nerdy white paper,” while those of the opposite opinion say things like, “put some lipstick on a white paper and you’ve got an e-book.”

About This Article

This article is from the book:.

• White Papers For Dummies ,

About the book author:

Gordon Graham — also known as That White Paper Guy — is an award-winning writer who has created more than 200 B2B white papers for clients from New York to Australia. Gordon has written white papers on everything from choosing enterprise software to designing virtual worlds for kids, and for everyone from tiny start-ups to Google.

This article can be found in the category:

• Marketing ,
• White Papers For Dummies Cheat Sheet
• How to Work with a Researcher when Writing a White Paper
• Using Innovative Software to Enhance the Writing Process
• Managing Your Computer Documents during the Writing Process
• Incorporate New Media into White Papers
• View All Articles From Book

How To Write Viewpoint in Case Study (With Examples)

Your goal in writing a case study is to analyze and provide solutions to a problem that a business or organization tackles.

To achieve this, your analysis must be framed from the perspective of someone who can solve your case study’s problem, such as the firm’s Chief Executive Officer, a department director, or a shop manager. The Viewpoint of a Case Study is the portion where you put yourself in the shoes of that handpicked individual. 

In this article, we will present and elaborate on the steps in writing the viewpoint of the case study so you can select whose perspective best suits your case study’s problem.

Table of Contents

What is viewpoint in a case study, what is the importance of the viewpoint of the case study, 1. start by reviewing your case study’s problem, 2. identify the person(s) that you think has the ability and authority to decide and solve your case study’s problem, 3. justify why you have selected that person(s) as your case study’s point of view (optional), tips and warnings, 1. what point of view should a case study be written in.

The Viewpoint or Point of View in a case study indicates the person who has the authority, ability, and expertise to recommend and decide how to solve your case study’s problem. Once you have identified this person, you will assume his/her role in analyzing the problem. Basically, this portion tells the readers that you are viewing the given case in the eyes of your selected person. 

Suppose that your case study involves recruitment issues in a firm. In this case, you can use the HR manager’s perspective as your case study’s viewpoint. The HR manager has the appropriate skill sets and knowledge about the firm’s recruitment process, making him/her qualified to decide regarding this issue.

Most case studies state the individual’s name whose perspective serves as the Viewpoint of the Case Study (e.g., Mr. Juan Dela Cruz ). However, there are also those that just indicate this specific person’s title or position in the company (e.g., Chief Executive Officer ). 

Some case studies use the term “Point of View” or “Protagonist of Case Study 1 ” instead of Viewpoint. 

The Viewpoint is located at the beginning of the case study, usually after the “Statement of the Facts” portion.

People have different perspectives about a particular issue of an organization. For this reason, it is challenging to concentrate or focus our analysis since it can be viewed from multiple points of view. 

For instance, a finance officer may attribute the decline in sales to insufficient funds disbursed to the marketing department. Meanwhile, a sales officer may attribute the same problem to the increasing market competition. This variation in perspectives makes it more challenging to develop the most appropriate approach to analyze the problem.

Limiting the perspective of your case study to the most suitable person makes your analysis more concise and straightforward. There is no need to capture everyone’s perspective since the viewpoint of your selected individual is the only relevant and valuable one.

How To Write a Viewpoint in Case Study?

Writing your case study’s viewpoint is pretty straightforward. All you have to do is to follow the given steps below:

Review and identify in which “field” or “category” your case study’s problem belongs. Say your case study’s issue is about the declining satisfaction level of the firm’s customer service department, as reflected by their recent survey. The category which this problem falls under is apparently “customer service”.

Another example: if your case study’s problem is rooted in how a firm drew flak from the public for its waste disposal mechanisms that have degraded the natural environment around a certain community, then this problem falls under “environment and waste disposal”

Shortlist people who you think can qualify as the viewpoint. Ensure the candidates are involved in the “category” or “field” where your problem belongs. Afterward, determine who is the most qualified to decide for your case. 

Using our previous example, you may select from the following individuals the viewpoint for the problem of the declining satisfaction level of the firm’s customer service:

• The firm’s CEO
• The Director of the firm’s customer service department
• A customer service employee 

All of them can be a suitable viewpoint since they are all involved in the particular category where the problem belongs. However, you should only select one person. If we analyze each individual:

• The firm’s CEO – Although he/she has the highest authority in the firm, he/she might have no specialized knowledge about customer service. Thus, we cannot select him/her as a viewpoint.
• The Director of the firm’s customer service department – This person supervises the entire customer service arm of the company so he/she knows everything about it, including its nitty-gritty processes. This person is the best viewpoint for our problem.
• A customer service employee – Although this person has skill and experience in handling customers’ concerns and queries, he/she has no authority to change something in the firm’s current customer service system. Thus, we cannot select him/her as a viewpoint.

Upon analysis, the most suitable perspective to use for this case study’s problem is that of the Director of the customer service department. 

Once you have figured out the Viewpoint of your case study, you may now explicitly state in your manuscript his/her name and title or position in the firm. 

Explain why you have selected this person by stating his/her role, experiences, and contributions to the firm or organization. 

Some published case studies do not put justification for their selected viewpoint since it is optional. However, it is advised to include one to make this portion more detailed.

Examples of Viewpoint of Case Study

To help you further understand how to create the viewpoint of a case study, we have provided you with some examples that you may use as a reference.

Case Study Problem : The popularity and momentum of Netflix Inc. start to wane as it loses around 200,000 subscribers in the first quarter of 2022, resulting in lower investor confidence in the firm. 

Viewpoint: Reed Hastings, Chief Executive Officer (CEO) and co-founder of Netflix. 

The CEO has the highest authority to decide how to solve Netflix’s problem. He also oversees the entire operation, making him qualified to deal with the problem.

The straightforward example above simply states the name of the selected viewpoint and then his position or title in the company. However, although the example above already satisfies what a viewpoint is, the format used in this example lacks justification. Let’s look at the next example which includes reasons or justification for the selected viewpoint.

Case Study problem: The marketing and publicity department of Solstice Clothing Line decided to concentrate their marketing efforts in the digital realm during the height of the COVID-19 pandemic, which drove their reach and engagement upward in the early quarters of 2019. However, in the last quarter of the same year, the business experienced a gradual decline in its overall engagement levels on its social media handles. 

Viewpoint: The problem needs the expertise of Celine Garcia, the Marketing and Publicity Director of Solstice Clothing Line. She is in charge of assessing the performance of the clothing line’s marketing officers, approving digital marketing content, and evaluating the level of engagement with digital publicity materials. 

This example mentions the name of the chosen person together with her position in the firm. It also explains the reason why she was selected as a viewpoint by stating her role in the business .

Case Study Problem: Paws Corner is one of the largest pet shops in the National Capital Region. It serves as a haven for different types of pet animals until a willing person adopts them. In 2017, the Paws Corner experienced a continuous decline in profit due to the increasing rental and operating costs. For this reason, the business is faced with the dilemma of whether to continue its operations or to close it indefinitely.

Viewpoint: Mr. Lito Cruz, the manager, and owner of Paws Corner, has led the operations of Paws Corner since 2015. He manages the day-to-day transactions of Paws Corner and keeps track of its revenues and expenses. He is a certified animal lover and an entrepreneur at heart. 

The example above stated the most appropriate perspective that must be used for the case study (which is its manager and owner). There’s also an explanation to justify why he was selected as the viewpoint.

• Narrow down your case study’s viewpoint to a single individual . Although a case study can be approached through multiple perspectives, it’s better to limit your case study’s Viewpoint to a single person who can best decide on the problem. This will also make your analysis of the case easier and less complex. 
• If the case being analyzed involves a certain department of an organization, the best viewpoint of the case study is the department head. For example, if your case involves the financial management of an organization, you can select the Director of Finance of that organization as your viewpoint.

Frequently Asked Questions

Since a case study is a form of formal writing, it is usually written in the third-person perspective. Hence, pronouns such as “He”, “She”, “They”, and “It” are generally used in case studies.

• Schweitzer, K. (2019). Writing Business Case Studies for Class. Retrieved 23 May 2022, from https://www.thoughtco.com/how-to-write-and-format-a-business-case-study-466324

Written by Jewel Kyle Fabula

in Career and Education , Juander How

Jewel Kyle Fabula

Jewel Kyle Fabula is a Bachelor of Science in Economics student at the University of the Philippines Diliman. His passion for learning mathematics developed as he competed in some mathematics competitions during his Junior High School years. He loves cats, playing video games, and listening to music.

Browse all articles written by Jewel Kyle Fabula

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Case Study vs. Point of View? What is the right word...

I'm trying to find the right words for a forward-looking point of view. A perspective.

A case study is an overview of something my team has done in the past. We share this with client to exhibit competency.

What do you call something that is a perspective on how X technology can be leveraged in Y industry? This is not a case study because we have not done it yet. It is not a prescribed solution because we don't understand our prospects' specific problems yet.

Example: we want to provide a perspective on how machine learning could improve resource planning for snow plows. A super high-level exploration of how the tech could be leveraged. What would we call that deck?

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Case Study vs. Phenomenology

What's the difference.

Case study and phenomenology are both research methods used in social sciences to gain a deeper understanding of a particular phenomenon. However, they differ in their approach and focus. Case study involves an in-depth analysis of a specific case or individual, aiming to provide a detailed description and explanation of the phenomenon under investigation. It often involves collecting and analyzing various types of data, such as interviews, observations, and documents. On the other hand, phenomenology focuses on understanding the lived experiences and subjective perspectives of individuals. It aims to uncover the essence and meaning of a phenomenon by exploring the thoughts, feelings, and perceptions of those involved. Phenomenology often involves interviews and reflective analysis to gain insights into the subjective experiences of individuals. Overall, while case study emphasizes detailed analysis of a specific case, phenomenology focuses on understanding the subjective experiences and meanings associated with a phenomenon.

Further Detail

Introduction.

Research methodologies play a crucial role in understanding and exploring various phenomena in different fields. Two commonly used methodologies are case study and phenomenology. While both approaches aim to gain insights and generate knowledge, they differ in their focus, data collection methods, and analysis techniques. In this article, we will compare the attributes of case study and phenomenology, highlighting their similarities and differences.

Case study is a research method that involves an in-depth investigation of a particular individual, group, or phenomenon within its real-life context. It aims to provide a comprehensive understanding of the subject under study by examining multiple variables and their interrelationships. Case studies often utilize a combination of qualitative and quantitative data, including interviews, observations, documents, and archival records.

One of the key strengths of case study research is its ability to provide rich and detailed descriptions of complex phenomena. By focusing on a specific case, researchers can explore the intricacies and nuances that may not be captured by broader research designs. Case studies also allow for the examination of rare or unique cases, providing valuable insights that can contribute to theory development or inform practical applications.

However, case studies also have limitations. Due to their in-depth nature, they may be time-consuming and resource-intensive. Generalizability can be a concern, as findings from a single case may not be applicable to other contexts or populations. Additionally, the subjective interpretation of data by the researcher can introduce bias, potentially impacting the validity and reliability of the study.

Phenomenology

Phenomenology is a qualitative research approach that focuses on understanding the lived experiences of individuals and the meanings they attribute to those experiences. It aims to explore the essence and structure of a phenomenon as it is perceived by the participants. Phenomenological research often involves in-depth interviews, participant observations, and analysis of personal narratives or texts.

One of the main strengths of phenomenology is its emphasis on capturing the subjective experiences of individuals. By delving into the lived experiences, emotions, and perspectives of participants, researchers can gain a deeper understanding of the phenomenon under investigation. Phenomenology also allows for the exploration of complex and abstract concepts, shedding light on the underlying meanings and motivations.

However, phenomenology also has its limitations. The findings may be highly subjective and context-dependent, limiting their generalizability. The researcher's interpretation and biases can influence the analysis and findings. Additionally, the process of phenomenological analysis can be time-consuming and require significant expertise in qualitative research methods.

While case study and phenomenology differ in their focus and approach, they share some commonalities. Both methodologies involve an in-depth exploration of a particular subject, aiming to gain a comprehensive understanding of the phenomenon under study. They both utilize qualitative data collection methods, such as interviews and observations, to gather rich and detailed information.

However, there are also notable differences between case study and phenomenology. Case study research often examines multiple variables and their interrelationships, while phenomenology focuses on the subjective experiences and meanings attributed by individuals. Case studies aim to provide a holistic view of a complex phenomenon within its real-life context, whereas phenomenology aims to uncover the essence and structure of a phenomenon as it is perceived by the participants.

Another difference lies in the analysis techniques employed. In case study research, data analysis often involves a combination of qualitative and quantitative methods, allowing for a comprehensive examination of the subject. Phenomenological analysis, on the other hand, focuses on identifying themes, patterns, and structures within the qualitative data, aiming to uncover the underlying meanings and essences.

Furthermore, case studies are often used in applied fields, such as psychology, business, and education, where practical implications and real-life contexts are of particular interest. Phenomenology, on the other hand, is commonly employed in fields such as sociology, anthropology, and philosophy, where understanding subjective experiences and exploring abstract concepts are central to the research objectives.

Case study and phenomenology are two distinct research methodologies that offer valuable insights into various phenomena. While case study research provides a comprehensive understanding of complex phenomena within their real-life contexts, phenomenology focuses on exploring the subjective experiences and meanings attributed by individuals. Both approaches have their strengths and limitations, and the choice between them depends on the research objectives, the nature of the phenomenon under study, and the available resources. By understanding the attributes of case study and phenomenology, researchers can make informed decisions about the most appropriate methodology to employ in their studies.

Comparisons may contain inaccurate information about people, places, or facts. Please report any issues.

What is point of view in a case study?

In a case study, a point of view is one person's perspective of the subject under discussion.

Point of view in a case study refers to the perspective from which the case study is presented. It helps shape how the information is interpreted and understood by the reader. The point of view may influence the conclusions drawn from the case study and can impact its overall effectiveness.

Add your answer:

How do cultural stereotypes affect peoples point of view?

Cultural stereotypes affect peoples point of view because it inhibits you from seeing any other type of view.

What is A detailed study of just one or a few subjects called?

A detailed study of just one or a few subjects is called a case study. This research method involves an in-depth analysis of specific cases to gain a deep understanding of the subject matter.

What is the difference between feasibility study and case study?

Feasibility study assesses the practicality and potential success of a project or business idea, focusing on factors like market demand, financial resources, and technical requirements. Case study examines a specific situation, event, or individual to analyze and understand the underlying causes, effects, and lessons learned from it.

Is a case control study qualitative or quantitative?

A case-control study is qualitative. This is because this kind of study is an observational study, meaning that it involves observing how groups differ in their behavior. The word qualitative measures the quality of something rather than the quantity (qualitative), meaning that a qualitative study measures their data through characteristics rather than numbers.

What is the evidence for maniac magee point of view?

"Maniac Magee" is written in the third-person omniscient point of view, allowing the narrator to delve into the thoughts and feelings of multiple characters. This perspective provides a comprehensive and multifaceted view of the story's events and characters, enhancing the reader's understanding of the narrative.

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White papers versus blog posts

Most people can tell the difference between a white paper and a blog post..

For starters, one is longer and the other is shorter.

For another, a blog post is another item on an existing blog, while a white paper is a standalone PDF you can download.

Beyond that, a good white paper is based on established facts and logical arguments, rather like a well-researched article in an industry journal.

But a blog post can be sheer opinion—or even a rant—more like a letter to the editor.

This table sums up some of the key differences.

How to use white papers AND blog posts together

A good white paper contains enough ideas to fuel several blog posts.

In fact, here is the best strategy for how to use both together:

• Publish an effective white paper.
• Extract one key idea from the white paper to blog about.
• At the end of the blog, point to the landing page for the full white paper.
• Repeat steps 2-3 to cover all the key ideas in the white paper.

This uses the SEO power of your blog to build visibility and downloads for your white paper.

The white paper is the cornerstone content, and the blog posts are spinoffs presented as smaller chunks that point back to the whole.

Repurposing a problem/ solution as a blog

As you know, a problem/solution white paper (chocolate) delves into an industry-wide problem that no one has ever solved completely.

And then it recommends a new, improved solution.

Here is my recommended way to organize this flavor of white paper:

• The problem A detailed picture of the scope and terrible impact of the problem
• The traditional solutions What’s been tried in the past and the drawbacks of each approach
• The new recommended solution  in generic terms
• What to look for in an ideal solution A set of bullets listing the key features and benefits that only the white paper sponsor can claim

Each section shown above can form a separate blog post. Then you can link all three together into a series.

Best of all, you can pretty much extract these posts word-for-word from the white paper and drop them into your blog.

Repurposing a numbered list as a blog

The easiest and most informal flavor of white paper is a numbered list  (strawberry).

These all have titles that start with a number, like in “6 Things You Must Know Before You Buy BI Software.”

After you finish a numbered list, this is an ideal time to repurpose that white paper as one or more blog posts.

Your blog can present the bare list, and then direct readers who want more details to the full white paper.

Or you can break up the white paper into a series of six or seven blog posts—whatever number of points your numbered list contains.

As always, your white paper can present more detail, more evidence, and more logical arguments than each single blog post.

Repurposing a backgrounder as a blog

The most traditional of all white papers is a backgrounder that focuses on the features and benefits of a certain product or service (vanilla).

A backgrounder always has a product name in its title, as in “Exploring Enhanced Security Features in Windows 11.”

You can extract each individual feature and its benefits as a separate blog post.

Or if a couple are shorter, you can group two together in a single post.

Then each post can direct readers to the full white paper “for the whole story.”

White papers: a whole different dimension

Some SEO enthusiasts tend to over-promote what anyone can really expect to achieve with blogging. They say a blog can generate vast amounts of Web traffic and push your site to the top of Google.

This is rarely true in B2B marketing.

In my experience, B2B buyers tend to consider a good white paper far more serious than a blog post.

And to achieve what B2B marketers want—a steady trickle of warm, qualified leads—white papers are in a whole different dimension beyond blog posts.

Despite this, you can quickly repurpose a good white paper into several solid blog posts using the tactics I’ve described above.

Want to hear whenever there’s a fresh article on this site? Subscribe here to stay in the know on long-form content . From time to time, we’ll also send you word about some great new resource or training. And you can unsubscribe any time.  

About Gordon Graham

Worked on 323+ white papers for clients from Silicon Valley to Switzerland, on everything from choosing enterprise software to designing virtual worlds for kids, for clients from tiny startups to 3M, Google, and Verizon. Wrote White Papers for Dummies which earned 60+ 5-star ratings on Amazon. Won 16 awards from the Society for Technical Communication. Named AWAI 2019 Copywriter of the Year.

If you liked this post...

Finding a white paper topic

Recommended books on white papers (and everything else)

You asked: Is copywriting different from content writing?

[…] found the following chart by blogger Gordon Graham to be very interesting to show the comparisons between a blog and a white […]

I think the value of white-papers is under-estimated because they have an image of being boring and bland. But with good writing and design, white papers writing can be effectiveness tools for thought leadership, brand awareness and lead generation. Here are my thoughts on how to do white papers right: https://www.corpwriting.com/white-papers/

[…] Recommendedreading: White papers versus blog posts […]

Informative blog. Thanks for sharing.

Your blog is wonderful, it’s a very beneficial post and very helpful article. Thank you for sharing such informative blog.

I think it is just like comparing apples with oranges as both of them serve different purpose. By the way, thanks for sharing a detailed post that doesn’t confuses the beginners about what to choose between a blog post or white paper.

Thanks for sharing these tips about White papers versus blog posts. I have got to understand so much. If you like, then I would also like to provide some related information on White papers writing services on my official website. Click now to read my point of view on this topic:- https://www.sagipl.com/white-paper-writing-services.php

In My assumption. White papers delve deep into complex subjects, while blogs provide succinct insights, engaging readers swiftly.

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At the Democratic Convention, a Historic Nomination

What story did the democrats tell about kamala harris and will it be enough to win.

This transcript was created using speech recognition software. While it has been reviewed by human transcribers, it may contain errors. Please review the episode audio before quoting from this transcript and email [email protected] with any questions.

[BACKGROUND CHATTER]

I’m standing in a sea of people coming out of this vast convention. And people are holding signs, smiling. There’s confetti everywhere. There are balloons, white, red, and blue. And there’s a lot of excitement.

From “The New York Times,” I’m Sabrina Tavernise. And this is “The Daily” from inside the Democratic National Convention Hall, where Kamala Harris has just accepted her party’s nomination, becoming the first woman of color in US history to do so.

Today, the story this convention told about Harris and whether that story could be enough to win.

It’s Friday, August 23.

[SERENE MUSIC]

The work and prayers of centuries have brought us to this day. What shall our our legacy be? What will our children say? Let me in my heart, when my days are through, America, America, I gave my best to you.

On night one of the Democratic National Convention, the evening was really defined by this very emotional, quite bittersweet goodbye from President Biden.

And there’s nothing we cannot do when we do it together.

God bless you all. And may God protect our troops.

It was the closing of one chapter so that another could begin. It was Kamala Harris’s moment.

[UPBEAT JAZZ MUSIC]

So right now, it’s 7:40. We are on the floor at the Democratic National Convention. It is a crazy party atmosphere, which is like a massive understatement.

Day two kicked off with delegates gathering on the convention floor, casting their votes in a kind of symbolic way to make Harris the party’s nominee.

This giant festival of lights, people in cowboy hats, people with blinking bracelets, people with Christmas lights wrapped around their hats, heads, shoulders, people wearing donkey hats. I mean, it’s very, very, very celebratory in here.

We need to see that we’re moving on. We are turning a chapter in America.

How do you feel right now?

Awesome, excitement, energized. Ready to win this election.

I love it. I love it. People are just excited, electrified, and they’re just loving it, and they’re happy.

This has been the most electrifying event I’ve ever attended in my life. It’s my first convention. But what a convention to come for, right? To make history right now, as we charge forward to November 5, to elect the first female Black president. I’m excited.

So with Harris now the nominee, a new campaign slogan appeared everywhere. And that was, “A new way forward.” But in a campaign that’s just four weeks old, it was really an open question what “a new way forward” actually meant.

We’re not going back!

We’re not going back! We’re not going back!

And then over the course of the week, as speaker after speaker took the stage, we started to get an answer. The story of forward would be told through the story of Kamala Harris herself. And the question hanging over the week was really whether that story could appeal to a broad majority of Americans, voters outside of the convention hall who will ultimately decide the election.

[UPBEAT MUSIC]

Astead, welcome to the show.

Thank you for having me.

Again. The second time in a week. And I’m very excited for it.

So Astead, we had on the show on Monday to answer a question for us, that I think a lot of people have, which is, who is Kamala Harris? And you ended that conversation by saying that the Democratic Party also recognizes this reality, that for a lot of people, she is still this unknown quantity.

And that the party had a big task here at the convention this week, which was to find a way to finally tell her story. It does seem like they’ve tried to do that. Let’s walk through the case that they’re making for her. And what you’ve seen here in your reporting for your show, “The Run-Up.”

Yeah, I mean, I think that the Democrats have definitely laid out a case for her as a candidate, but also a story for her as a person. They have leaned into the different parts of her biography to really follow through on what, I think, is the best version of her campaign, which is a little bit for everybody. There is a story there about more moderate legislation, but pieces of progressive history. There’s different parts of her bio that speak to Black communities, immigrant communities.

Of course, the historic nature of her gender and the roles like that. And I really think it has followed through on what I expected for this week, which is that she seems to function politically as a mirror of some sort, where the party wants to position her as someone who basically, no matter what you’re looking for in terms of a vessel to beat Donald Trump, you can find it in this candidate.

Let’s dig into that more. Where did the convention start, that story?

Hello, Democrats!

Yeah, I think it really starts in her personal biography.

And I’m here tonight to tell you all about the Kamala Harris that I know.

They have told a story that she often tells about her being a first generation American.

Her mother moved here from India at 19.

And being a daughter of an immigrant mother who really raised two daughters in the Bay Area from working class roots. And that’s been a real thing that they’ve tried to own.

Kamala was not born into privilege. She had to work for what she’s got.

When she was young, she worked at McDonald’s.

They talk about her working at McDonald’s in college.

And she greeted every person without thousand watt smile and said, how can I help you?

I think it’s overall about trying to present this as someone who pulled himself up by bootstraps. It represents the American dream. And I think for Democrats, it really returns them back to the place they want to be. Democrats like thinking of themselves as a party who appeals to the diversity of America, both in racial ways, in gender ways, but also in class ways.

In Kamala Harris, we have a chance to elect a president who is for the middle class because she is from the middle class.

And I think they used other parts of her identity, specifically thinking about being the first Black woman to accept a major party’s nomination.

We know folks are going to do everything they can to distort her truth.

And I think Michelle Obama’s speech, specifically, spoke to the power and anxiety that sometimes that identity can bring.

My husband and I sadly know a little something about this.

For years, Donald Trump did everything in his power to try to make people fear us. See, his limited, narrow view of the world made him feel threatened by the existence of two hard-working, highly educated, successful people who happen to be Black.

And I would also say that it was an implicit response to what Republicans and others have been trying to say, talking about Kamala Harris as a DEI hire, someone who was only in their position because of their identity. But the way that Michelle Obama framed it was that those identities have power.

I want to know. I want to know. Who’s going to tell him, who’s going to tell him that the job he’s currently seeking might just be one of those Black jobs?

Just because someone the first to be in a position, does not mean that is the only reason in the position. But it also doesn’t make those identities meaningless. The fact that she is a Black woman should be seen as a strength, not as a weakness.

Is there a risk to that, though? I mean, by openly talking about race, is there a risk that goes too far and begins to alienate voters outside the convention out in the world who they need to win in November.

I mean, there’s always a risk. But I don’t really think so. Democrats have had increasing trouble with Black voters. There’s been a downturn in Black vote share all the way dating back to 2012.

In Biden’s now suspended candidacy, that was one of the things driving his polling weaknesses was kind of tepid reception from Black voters. A pitch to them is something that is a upside of the Kamala Harris campaign. And the hope that they could consolidate that community is where any Democratic nominee needs to be as a baseline.

We both got our start as young lawyers, helping children who were abused and neglected.

One thing I noticed that came up a lot during the speeches was her background as a prosecutor. How did the party present that part of her biography?

As a prosecutor, Kamala stood up for children who had been victims of sexual abuse.

She put rapists, child molesters, and murderers behind bars.

They talk about it in the way that I think fuels what they want to say is the reason she can take on Trump, that this is someone who has stood up to bullies before, who’s not going to be intimidated easily —

And Kamala is as tough as it comes.

— who’s tough, and who doesn’t shirk away from a challenge.

And she knows the best way to deal with a coward is to take him head on, because we all know cowards are weak. And Kamala Harris can smell weakness.

I think all of that adds up to say, you can trust this person to go up against Donald Trump. You can trust this person to go up against the Republican Party, because she’s not someone who is scared.

She never runs from a fight.

A woman, a fierce woman for the people.

But then, of course, we heard about another side of Kamala Harris, a more personal side.

Yeah, and I think this is the part of Kamala Harris where I think was kind of most missing in the presidential run. Frankly, it’s the part that she keeps most private. She is a warm family member and friend.

Hello to my big, beautiful blended family up there.

And I think what the speech from her husband did was really show and lay that out.

I got married, became a dad to Cole and Ella. Unfortunately, went through a divorce, but eventually started worrying about how I would make it all work. And that’s when something unexpected happened, I ended up with Kamala Harris’s phone number.

He talks about the kind of awkwardness of their first interaction.

I got Kamala’s voicemail, and I just started rambling. “Hey, it’s Doug.”

And I think you have a real kind of sense of their genuine connection to one another.

By the way, Kamala saved that voicemail. And she makes me listen to it on every anniversary.

Like, yes, this is someone who is tough, who is taking on corporations and cartels and all of that stuff by day. But this is someone who also makes a point to cook Sunday dinner for family every week.

And she makes a mean brisket for Passover.

And makes sure to really go close to his kids and is very close with her family.

That’s Kamala. She’s always been there for our children. And I know she’ll always be there for yours, too.

Going back to the last time the Democratic Party nominated a woman, Hillary Clinton, she had presented herself in a very different way. She kind of ran away from that stuff. She was saying, I don’t bake cookies, that’s not what I do. I’m kind of out there with the men, fighting.

And this convention and this candidate, Harris, is very different. She’s a newer generation. And she can do her career and bake cookies. Those things are not in conflict. This is a different type of woman leader.

This week we talked to Senator Elizabeth Warren on “The Run-Up,” and one of the things that she mentioned was she feels that there’s been a big change from 2016, even 2020 to now. Not just the amount of women in public office, but she said they don’t have to choose between sides of themselves. And I think that’s what diversity means.

Of course, Kamala Harris can be a tough politician and also bake cookies. Hillary Clinton did that, too. It was just that she was told that was not the way that she had to present herself. What Kamala Harris is benefiting from is there’s a greater space and ability to choose multiple things at once. And so particularly if others are going to talk more directly about gender or race or other things, that kind of frees her from having the burden of doing that herself.

And in fact, Hillary Clinton, herself, did speak, of course, on day one. She talked about that glass ceiling in the history that has led to now, including her own experience in 2016.

Yeah, I thought the Hillary Clinton speech was really powerful. I think a lot of the speakers put this moment in historical context, both politically and personally.

My mother, Dorothy, was born right here in Chicago before women had the right to vote. That changed 104 years ago yesterday. And since that day, every generation has carried the torch forward. In 1972, a fearless Black congresswoman named Shirley Chisholm —

— she ran for president. In 1984, I brought my daughter to see Geraldine Ferraro, the first woman nominated for vice president. And then there was 2016, when it was the honor of my life to accept our party’s nomination for president.

The last time I was here in my hometown was to memorialize my mother, the woman who showed me the power of my own voice. My mother volunteered at the local school.

I’m the proud granddaughter of a housekeeper, Sarah Daisy, who raised her three children in a one-bedroom apartment. It was her dream to work in government, to help people.

My grandmother, the woman who helped raise me as a child, a little old white lady born in a tiny town called Peru, Kansas.

I want to talk now about somebody who’s not with us tonight. Tessie Prevost Williams was born in New Orleans not long after the Supreme Court ruled that segregated public schools were unconstitutional. That was in 1954, same year I was born. Parents pulled their kids out of the school.

There was a way that I think the candidacy and the person was placed in a long legacy, both about gender identity and racial identity that kind of teed up this Thursday as a culminating moment, both politically and I think, in a broader historical context.

Together, we put a lot of cracks in the highest, hardest glass ceiling. And you know what? On the other side of that glass ceiling is Kamala Harris raising her hand and taking the oath of office as our 47th president of the United States!

I wish my mother and Kamala’s mother could see us. They would say, keep going. Shirley and Jerry would say, keep going!

I think you can do a lot to set up a candidate to be in a good position. All of this stuff adds up to some part of the puzzle, but the biggest piece is the candidate themself. At the end of the day, they have to close the deal. And I think this moment is her chance to tell her own story in a way that sometimes she has not decided to. And that’s still what this whole convention success and failure will ride on.

We’re going to watch tonight. We’re going to watch with our colleague, Reid Epstein. And you are going to have a great episode of “The Run-Up” on Friday. We will all be tuning in.

Thank you. I appreciate you doing this, Sabrina.

Really thanks a lot, Astead.

Are you a delegate?

Sorry, we caught you mid French fry eating. What’s your feeling about Kamala and what her story has been? Are you getting to know her this week? Are there things you’ve learned about her this week?

Yeah, I’m learning more and more as we go along. The more and more I learn about her, the more I’m impressed with her. I mean, she worked at McDonald’s when she was going to college to try to pay her way through.

Her very small beginnings. Not a trust fund baby type of thing. I relate to that. Like, I was on food stamps this year. So it’s like if she can do it with that background, it gives everybody hope.

Hillary was my girl. When Hillary ran, I championed her as well. But I didn’t feel this way as I feel about Harris. I’m like, do I want to run for office? If she can do it, I can. She looks just like me, right? She represents, she works at McDonald’s. She paid for every. It’s relatable. And that’s what everybody needs.

We’re going to break that glass ceiling. I’m getting teary, teary in my eyes. And it just means so much to be inclusive.

[WHIMSICAL MUSIC]

What does it mean to you that Kamala Harris is a woman? What does it mean to you that she’s a Black woman?

To have a Black woman become the president of the United States, and for her to turn the world upside down in 30 days, to know that I’m in the midst of this miraculous history is phenomenal.

One delegate who really stood out to us was Beverly Hatcher, a 76-year-old Black woman from Texas.

I was raised by a wonderful Baptist mama. I just lost her. But I am who I am because of my mother. We were always pushed to do whatever we wanted to do. I’ll never forget. I wanted to be a majorette. I taught myself, because we had no money for, what is it called, lessons

And a majorette is like the baton twirler, right?

Yes. And when I did finally try out in my 11th grade, I won right off. And my classmates, who were predominantly white, as years have gone by, have told me at class reunions and stuff, Beverly, the sleepy town of Wellington woke up.

Oh, my god, we got a Black girl getting ready to be the head majorette. But it happened because I had the drive and the will. My mother and my family stood behind me, and didn’t miss a parade, or a football game, or a basketball game.

And you see that in Harris?

Beverly, what would your mom say if she saw this?

My sisters have been telling me every day how proud my mom is. And I’m just happy. I’m happy to make her happy. Yeah.

We women, who have had mothers like Kamala, like Michelle, I remember Hillary’s mother, we women value their strength and their wisdom. And we’re just glad that they gave us a legacy to pass it on.

Thank you very much.

We’ll be right back.

Reid, hello.

OK. Kamala Harris just wrapped up her acceptance speech. Before we talk about what she said and the case she presented, tell us how her campaign was thinking about the stakes of this moment.

Sabrina, this evening was one of two opportunities, along with the debate next month, for her to speak to tens of millions of people at once. And so for that, the stakes were really high.

Her goal was to present herself as a serious person and a serious candidate, who was not the candidate who flamed out in 2019 or the unsteady vice president from the beginning of her term. She had to show that she had the gravitas to be the commander in chief, the political aptitude to reach out to the middle, and also to progressives in her party all at the same time.

A very tall order. Tell us how she went about doing that.

Good evening, everyone. Good evening.

Well, she started talking around 9:30 Chicago time to a packed United Center with 14,000 or 15,000 people, many, many wearing all white, the color of the suffragettes, a color that makes a statement just by wearing it. And when Harris took the stage —

— they erupted in a cheer that forced her for a couple of minutes to wait before she could start talking.

Thank you. OK, let’s get to business. Let’s get to business. All right.

And what did she finally say once she started talking?

She told the story of her life.

The path that led me here in recent weeks was, no doubt, unexpected. But I’m no stranger to unlikely journeys.

My mother, our mother, Shyamala Harris, had one of her own. And I miss her every day, and especially right now.

She talked about the influence of her mother, who raised her and her sister.

And she also taught us, “And never do anything half-assed.” And that is a direct quote. [LAUGHS]

She spoke about her family’s humble beginnings in Oakland.

Before she could finally afford to buy a home, she rented a small apartment in the East Bay.

Then she started talking about her career as a prosecutor.

In the courtroom, I stood proudly before a judge and I said five words.

She brought back one of the lines that she used in her 2020 campaign about how when she stood up in a courtroom, she began with the same words.

Kamala Harris for the people.

And she said she would bring that same philosophy to the White House, that she was not working for specific individuals, but for the people at large.

And so on behalf of the people —

Eventually she did a bigger wind up to formally accepting the nomination.

— on behalf of every American, regardless of party, race, gender, or the language your grandmother speaks —

And listed the people on whose behalf she did so.

— on behalf of everyone whose story could only be written in the greatest nation on Earth —

It was really a kind of a feat of speech writing to build up to this big emotional moment.

— I accept your nomination to be president of the United States of America.

And what did you make of that, how she was doing that?

It was building up this speech to be a serious political document and present her as a serious figure in this moment. And so she still has to prove to people that she is capable of being the commander in chief and running the country.

And how does she try to prove that she’s capable of being a commander in chief?

What she did was try to draw the distinction between herself and Donald Trump.

In many ways, Donald Trump is an unserious man. But the consequences, but the consequences of putting Donald Trump back in the White House are extremely serious.

And she warns that Trump would not have guardrails on him if he were elected to a second term.

Just imagine Donald Trump with no guardrails.

And how he would use the immense powers of the presidency of the United States not to improve your life, not to strengthen our national security, but to serve the only client he has ever had, himself.

The speech was very clear-eyed about the stakes of the election.

They know Trump won’t hold autocrats accountable because he wants to be an autocrat himself.

There was a whole section in the middle of the speech where she ticked through, one by one, a whole series of warnings about things that Trump would do to the country if he were back in the White House.

Get this, he plans to create a national anti-abortion coordinator and force states to report on women’s miscarriages and abortions.

Simply put, they are out of their minds.

What else stuck out to you?

It was remarkable, the section of the speech where she talked about Gaza.

President Biden and I are working around the clock, because now is the time to get a hostage deal and a ceasefire deal done.

She did not veer too far to the left.

I will always stand up for Israel’s right to defend itself.

She managed to say things that would be appealing to both sides.

President Biden and I are working to end this war, such that Israel is secure, the hostages are released, the suffering in Gaza ends, and the Palestinian people can realize their right to dignity, security, freedom, and self-determination.

It was a remarkable moment to hear the arena erupt at the end of that section, to hear her support for both the Israelis and the Palestinians reveal that kind of enthusiasm, after the party has been really ripped apart for months about how to handle the situation.

Fellow Americans, I love our country with all my heart.

She ended this speech with a paean to patriotism.

We are the heirs to the greatest democracy in the history of the world.

She dove headlong into the American exceptionalism argument that is native to Republicans and to older generations of politicians, like Joe Biden.

It is now our turn to do what generations before us have done. Guided by optimism and faith to fight for this country we love. To fight —

But is not something you always hear from younger Democrats, who are a little less comfortable with some of the flag waving.

Let’s vote for it. And together, let us write the next great chapter in the most extraordinary story ever told. Thank you. God bless you and may God bless the United States of America. Thank you all.

She seemed to really be taking aim at this criticism of her, which is that she’s this radical California liberal and she can’t be trusted with the keys to the country.

I mean, that was one of the tasks that she had tonight, was to make the argument, particularly to voters in the middle, the suburban voters that used to vote for Republicans, but have been repelled by Trump and driven to Democrats in the last several years, that they can vote for her without worrying that she’s some kind of Bernie Sanders acolyte.

And some of that is based on the way she ran her last presidential campaign. Some of it, frankly, is because she’s a Black woman from California. And that the voters who will determine this election are voters in less diverse states, for the most part.

So Reid stepping back here, it feels worth remembering just where we were at the end of the Republican National Convention that was just over a month ago. Things couldn’t have felt more different. The GOP was on top of the world, while the Democrats were in disarray over Biden’s refusal to leave the race.

And now here we are. And it feels like things couldn’t be better for the Democrats. At least that’s the feeling I’m having coming out of this convention.

I mean, the whole race has turned upside down from where it was when we left Milwaukee. And Democrats are upbeat. They are confident. It is a party that is remarkably united behind their candidate.

But you have to remember, this election will be very close. It is, indeed, a game of inches in the key battleground states. And what she was trying to do was to present herself as someone who can be trusted as commander in chief to win over the tiny slices of the electorate that will determine the winner in places like Wisconsin, and Michigan, and Pennsylvania, Georgia, and Arizona.

And those are the states that will determine the election. And they have made a calculated decision that those voters needed to see her as a commander in chief, something they had not seen from her before. And we will see in the coming days and weeks whether she’s accomplished that in a way that brings enough of those people on board for her to win a term as president.

Reid, thank you.

Thank you, Sabrina. [WHIMSICAL MUSIC]

Here’s what else you should know today. On Thursday, the Supreme Court allowed Arizona Republicans, for now, to impose tougher voting requirements, including a new rule that people registering to vote there before the coming election must show proof of citizenship.

As a result, Arizonans newly registering to vote for this year’s presidential election must provide copies of one of several documents, such as a birth certificate or a passport, in order to prove that they are US citizens. Democrats have denounced the new rule as an attempt to prevent legal immigrants from voting.

And US Health officials have approved the latest slate of annual COVID vaccines, clearing the way for Americans six months and older to receive updated shots in the coming days. The approvals come amid a prolonged surge of COVID infections, which have risen all summer.

Remember to catch a new episode of “The Interview” right here tomorrow. This week, Lulu Garcia-Navarro talks with Jenna Ortega, the star of the Netflix series “Wednesday,” and the new “Bettlejuice” sequel, about her head-spinning success over the past few years.

One day I just I woke up in somebody else’s shoes. I felt like I had entered somebody else’s life. And I didn’t know how to get back to mine.

Today’s episode was produced by Lynsea Garrison, Rob Szypko, Jessica Cheung, Asthaa Chaturvedi, and Shannon Lin. It was edited by Rachel Quester, contains original music by Rowan Niemisto, Dan Powell, Diane Wong, and Marion Lozano, and was engineered by Chris Wood. Our theme music is by Jim Brunberg and Ben Landsverk of Wonderly.

[THEME MUSIC]

That’s it for “The Daily.” I’m Sabrina Tavernise. See you on Monday.

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Hosted by Sabrina Tavernise

Featuring Astead W. Herndon and Reid J. Epstein

Produced by Lynsea Garrison Rob Szypko Jessica Cheung Asthaa Chaturvedi and Shannon Lin

Edited by Rachel Quester

Original music by Rowan Niemisto Marion Lozano Dan Powell and Diane Wong

Engineered by Chris Wood

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Last night, at the Democratic National Convention, Vice President Kamala Harris accepted her party’s nomination, becoming the first woman of color in U.S. history to do so.

Astead W. Herndon and Reid J. Epstein, who cover politics for The Times, discuss the story this convention told about Ms. Harris — and whether that story could be enough to win the presidential election.

On today’s episode

Astead W. Herndon , a national politics reporter and the host of the politics podcast “ The Run-Up ” for The New York Times.

Reid J. Epstein , who covers politics for The New York Times.

Background reading

Kamala Harris promised to chart a “new way forward” as she accepted the nomination.

“The Run-Up”: It’s her party now. What’s different?

There are a lot of ways to listen to The Daily. Here’s how.

We aim to make transcripts available the next workday after an episode’s publication. You can find them at the top of the page.

The Daily is made by Rachel Quester, Lynsea Garrison, Clare Toeniskoetter, Paige Cowett, Michael Simon Johnson, Brad Fisher, Chris Wood, Jessica Cheung, Stella Tan, Alexandra Leigh Young, Lisa Chow, Eric Krupke, Marc Georges, Luke Vander Ploeg, M.J. Davis Lin, Dan Powell, Sydney Harper, Michael Benoist, Liz O. Baylen, Asthaa Chaturvedi, Rachelle Bonja, Diana Nguyen, Marion Lozano, Corey Schreppel, Rob Szypko, Elisheba Ittoop, Mooj Zadie, Patricia Willens, Rowan Niemisto, Jody Becker, Rikki Novetsky, Nina Feldman, Will Reid, Carlos Prieto, Ben Calhoun, Susan Lee, Lexie Diao, Mary Wilson, Alex Stern, Sophia Lanman, Shannon Lin, Diane Wong, Devon Taylor, Alyssa Moxley, Olivia Natt, Daniel Ramirez and Brendan Klinkenberg.

Our theme music is by Jim Brunberg and Ben Landsverk of Wonderly. Special thanks to Sam Dolnick, Paula Szuchman, Lisa Tobin, Larissa Anderson, Julia Simon, Sofia Milan, Mahima Chablani, Elizabeth Davis-Moorer, Jeffrey Miranda, Maddy Masiello, Isabella Anderson, Nina Lassam and Nick Pitman.

Astead W. Herndon is a national politics reporter and the host of the politics podcast “The Run-Up.” More about Astead W. Herndon

Reid J. Epstein covers campaigns and elections from Washington. Before joining The Times in 2019, he worked at The Wall Street Journal, Politico, Newsday and The Milwaukee Journal Sentinel. More about Reid J. Epstein

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