Whitepapers are a staple in the financial marketing landscape, and for good reason. Depending on the strategy and approach in question, investing can entail a great deal of nuance and complexity, which long form documents such as whitepapers excel at conveying. Although whitepapers certainly have their uses, their ubiquity in the financial services industry has clouded what purposes they are best suited to. For example, a whitepaper probably isn’t necessarily the first piece of content an ETF issuer should produce if they’re looking to explain their investment thesis. For all but the most complex of investment theses, a shorter piece of content such as an investment case or even an infographic could probably accomplish the job without turning off would-be prospective investors with the proverbial walls of text that we often warn our clients about.