White paper publishers may create new descriptive content about white papers they promote. Some white paper publishers (hosting companies) allow contributors to review and approve promotional materials (the white paper listing page) that will be published to promote the white papers. The contributor may be requested to review and approve the publication materials (listing page) and any associated information (categories).

Listing Page - A listing page is a document or web page that identifies and contains a description of an item or service. Because a listing page may be created by a publisher that does not have detailed knowledge of the item or subject being promoted, it is recommended that the item or content owner review the listing page for correctness. Some key areas for review include summary description, keywords and white paper category.

Summary Description - The summary description is provided to generate enough interest in qualified readers that they are willing to register and request to download the white paper. The host publisher may create a unique summary description that highlights important points and solutions covered in the white paper. The summary description should be reviewed for technical accuracy and to determine if the desired audience will find the description interesting and motivational. The summary should use terms and phrases that are familiar to the desired audience.

Keywords - A publisher may provide a list of keywords that are used to promote the white paper. These keywords should be well known and used by the target audience. The keywords may be used and displayed in advertising programs or, where they are not visual to users, in search engine optimization efforts (metadata).

White Paper Categories - White paper categories are groupings of white papers that are classified by the content they contain. Readers may search for white papers within certain categories. A white paper may be associated with several types of categories. Placing white papers into multiple categories may increase the number of downloads. However, the selection of unfocused or incorrect categories can result in downloads from people who are not qualified or interested in the products or services described in the white paper.

This figure shows how a white paper publisher may provide listing information back to the contributing company for their review and approval. This example shows a contributor approved sample listing for a social media marketing measurements white paper.