White paper hosting companies (publishers) generally do not accept all white paper submissions. In addition to required general submission guidelines, such as no profanity or unlawful content, publishers may utilize a site manager (editor) and a subject matter expert (SME) to review the document to determine if the white paper will be valuable for their readers and site visitors, and to ensure that all criteria are met. This submission review may involve the topic, value, bias and format criteria.

Topic Matching - The topic of the white paper should match the interests of the publisher’s site visitors. For example, a web site that focuses on Internet marketing topics would not be an ideal fit for a white paper on medical instruments. The category of the white paper should also match the category index options of the host site to allow visitors to find white papers that match their interests.

Content Value - The content contained within the white paper should provide solutions or be helpful or to the reader. This may consist of analyses, recommendations, risk identification or describing opportunities.

Unbiased - The content of the white paper should provide fair and reasonable descriptions of alternative options if comparisons are included. The omission of a key option often results in a biased document and complaints of these types of omissions (possibly from competitors) can result in the white paper being removed from the host site. Claims should be substantiated by credible sources and comparative claims should be avoided.

Format - The appearance of content contained in white papers should look professional and be easy to read and navigate. All references should be valid and usable.

Revision Requests - If the hosting company reviews the white paper and discovers some issues (such as inadequate violations of the content guidelines), the host may send it back to the contributor with required or recommended revisions.

This figure shows that a submitted white paper may be reviewed by an editor and subject matter expert (SME) before being approved. The editor verifies that the submission contains a completed agreement and an updated profile with contact information, and that the general guidelines, such as document layout and media format, have been followed. The subject matter expert reviews the content to ensure that it provides value to the readers and is fair and reasonable. This example shows that this publisher may either accept the white paper, or provide a list of required changes (removal of unjustified statements – “the number 1 provider of”) along with some suggested changes (add pain points). Once all changes have been implemented, resubmission of the white paper is requested.