White Papers versus Case Studies

By Gordon G | Nouveau Creative Innovations

Many people are not clear on the differences between white papers and case studies.

But B2B copywriters and marketers must understand when to use each one. After many years, I’ve come to the conclusion that white papers and case studies are the two most powerful, most convincing, and most cost-effective marketing materials that any B2B vendor can produce.

So what’s the difference? This table sums up the key differences that most people see between a case study and a white paper. Case studies VS White papers

Here’s another way to sum up the difference

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.

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.