White papers may be assigned multiple profiles (audiences, descriptions and classifications), each targeted to different types of readers and distribution channels. This includes descriptions with different lengths and versions, keywords and phrases, classifications and other descriptive information.

Description Lengths- Listing white papers on distribution channels may require the use of descriptions of varying lengths. For example, a description length of 25 words may be used for an index listing, while a description length of 50 words may be used for link placement on a related product page, and a 500 word description may be used on a summary web page that is produced specifically for the white paper.

Versions - White paper descriptions may have different versions that appeal to different audiences. For example, one version of a description may be written for business managers and another version may be written for operations managers. The same white paper may be valuable to both types of audiences even though each group may be interested in different parts of the white paper.

Having different versions can be effective when the white paper is listed on multiple web sites (syndicated content). The use of different versions can eliminate the issue of duplicate web content, which can confuse search engines and split the number of searchers between multiple sites. If different descriptions are used with different keywords, the search engines may send different searchers to the white paper descriptions.

Keyword Lists - A list of keywords and phrases associated with the white paper can be complied and used for search engine optimization, copy writing and other purposes. Keywords may be discovered during the development process as resources are uncovered, analyzed and used. A file that contains keywords and acronyms that are associated with the project should be added to and updated as the white paper is developed.

After the white paper has been published, it may be possible to determine which keywords perform better. Keywords that result in high download rates, inquiry rates or order rates are known as converting keywords. The best performing keywords and phrases may not be the most obvious. What seems like an insignificant issue to a project manager may be a pressing and unsolved problem for the desired audience. Converting keywords should be identified and may be used to update descriptions and advertising programs (such as pay per click search engine advertising).

Classifications - People may use categories to help them find white papers. It can be helpful to develop a list of categories associated with the white paper during the development stage, and to identify which categories are most relevant. To develop a list of category classifications, it may be helpful to identify lists of available related categories on white paper directories.