There’s no clear answer to this. It depends on what your goals are and how you want to present yourself to potential clients. Writing a whitepaper is ideal for brands looking to circulate information that answers a pressing question – or set of questions – within their industry. Whitepapers should present a deep level of expertise through content and illustrations. We see a lot of B2B brands, healthcare organizations, non-profits, government agencies, and public health programs produce whitepapers to get their name out there and generate strong leads.