Inbound Marketing Tip: White Papers Demonstrate Expertise

I like this term.  A white paper is jargon for “research paper.”  White papers are typically based on a topic in your industry that warrants further research or discussion.  Why would a white paper help you in a business sense?  In several ways, first, if you are on the receiving end of a white paper, it’s usually going to be something you are interested to know more about.  If you are on the giving end of a white paper, it shows your audience your “marketing muscle.”   How does this show marketing muscle?  It shows you know a LOT about your industry.  Who wouldn’t pay for a good/service from someone who is a true craftsman?  Hands down, when all things considered are equal, I’d much rather give my business to someone who cares to continually learn and educate people on important matters that they are passionate about.

Here is how I need your help.  What (in your opinion) is the more accepted standard for writing research papers?  There are two widely used formats: MLA Format (Modern Language Association) – I used this format throughout high school and college.  Then there is the APA Format (American Psychological Association).  I’ve personally never used APA, I can easily become acquainted with it, so there is no issue there.

My friend, Jill, said that “English uses MLA and science uses APA.”  So that’s why I’m stuck.  I can see that marketing is an art form, a very intricate art form.  I also see that in marketing, the use of quantifiable data and statistical analysis is prevalent to get your marketing to where it needs to be from a numbers standpoint.  My first thought is to write papers with less data using MLA and papers with more data using APA.  I do not want to come across as a research paper format basketcase.

What are your thoughts?  APA or MLA?  What is your reasoning behind this?  Here is a handy poll to help me figure out what is best.  I’ve included an “other” category for your thoughts as well.  Or feel free to comment.  Thank you in advance for your consideration in this matter.

Written by Kristin

Marketing professional in Rochester, NY, with over 14 years of experience in the marketing and advertising field. Broad knowledge base with all forms of marketing, with critical understanding of search behavior, search engine marketing, and social media marketing.