white paper: an authoritative report on a specific issue; especially one that:
---educates;
---offers solutions to described problems;
---provides philosophical and operational context to product or service discussed.
A white paper provides background and other supporting information that validates a proffered product or service. Put another way, a white paper is a long form objective soft sell of solutions to a specific business problem.
The value of a quality white paper is manifold:
* to
educate prospective clients either before or after contact.
* to
generate leads.
* to
illuminate capability and expertise.
To succeed a white paper must:
* be objective, i.e. citing outside sources is de rigueur, every claim substantiated;
* provide a sufficiency of appropriate technical detail;
* speak clearly to and from the level of the intended audience.
If intended for multiple audiences (1) never speak 'down', and (2) consider writing different sections at different levels, i.e. summary at one, general body at another, technical appendices in a third.
Exemplary research and superb copywriting, proofing, and editing is a base requirement. White papers should be viewed as the cream of marketing content - rich and fulfilling.
Do all web published 'white papers' meet the above criteria?
No.
And that means an available competitive advantage exists.
1. What should be added to turn it into a white paper?
2. How would you promote it differently as a white paper?
3. What additional benefits would arise to Miriam, if it was a white paper and was well promoted?
1. What to add would depend on it's purpose, i.e. what business problem(s) is it meant to highlight and solve?
Perhaps replicate the tire scenario in other locales, perhaps replicate with different niches; primarily to deepen evidence of 'the' problem.
Identify each failing, explain why it is a failure, what choices are available as solutions. Quote, cite, and otherwise validate what you say with what others have said. Formalise the format with summary and appendices bracketing the body of content.
2. White papers are stand alone value offerings. As such they can be 'gifts' for signing up to newsletter; there are white paper directories, niche listing services, etc.; news organisations take white papers seriously, often citing them and their authors; etc.
3. A number of benefits should be clear from the foregoing. We know Miriam's expertise, white papers are a non-testimonial (perhaps a self-testimonial?) method of exhibiting/marketing such to the wider world. Indeed white papers tend to be a greater draw/resource than testimonials. And can create solid backlink value too.
) to take this post that extra step and actually create a white paper. Could be the start of an additional business hook. 
