If you're looking at creating a white paper or trying to spice up an existing one, check out Michael Stezlner's Writing White Papers blog. He has a number of resources that you can have a look at as well.
When it comes to blogging, more and more bloggers are offering white papers as they:
- Demonstrate expertise in a subject
- Provide opt-in subscribers that you can market to in the future
- Begin and/or continue a relationship that may result in a sale (depending on the blog)
- Allow people to read your material offline
Do you think that adding white papers to your business blog is a good idea? I know that Better Business Blogging has an easy to find sign up for their free white papers. That seems to be successful. This is something that I might experiment with.
Update 11/19/2006: Check out the blog: Marketing Interactions. It's a great example of how blogs can use white papers.