What is White paper?

It reads more like a report than a blog post. A defined problem, the evidence, an approach, and what to weigh before acting. Sources are cited so the reader can check the claims.

It is aimed at someone who has to justify a decision to other people. That reader wants depth, not persuasion, and will notice when a supposed report is a brochure with footnotes.

One good white paper feeds a lot of other work. A summary post, a webinar, a handful of social posts, and an email or two can all come out of the same research.