The mutual fund and ETF space is full of buzzwords, particularly when talking about content marketing. Content marketing can be defined as any marketing that involves the creation and sharing of media and self-publishing content in order to acquire clients. But lately it seems that in the content marketing world every special report or longish article is a "white paper" and that anything anyone writes or develops is "thought leadership." In reality, both terms are in danger of losing their meaning.

While a white paper was once an academic research paper, today the term white paper has become synonymous with an authoritative report or guide helping readers understand an issue, solve a problem, or make a decision.

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