The term white paper has also come to refer to documents that expose the benefits of particular technologies and products. These types of white papers are almost always marketing communications documents and are designed to promote a specific company's solutions or products as it relates to the issue or topic examined. As a marketing tool, it is important to note that these papers will always highlight information favorable to the company authoring or sponsoring the paper while minimizing any negative aspects related to the company's involvement with the issue, product or technology. Today the commercial white paper is the most common type of white paper. Such white papers are often used to generate sales leads, establish thought leadership, or educate customers - this is quite different from the original use of white papers.
White papers should start off focusing on the needs of readers, rather than the specific solution. Typical content for a white paper might include:
- Market Drivers
- Problem Development
- Historical Overviews
- A Generic Introduction to the Solution
- Benefits
- What to Look for in an Ideal Solution
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