People aren't sure whether to hire a content writer or a copywriter to write their white paper. The white paper is a cross between a magazine article and a brochure. Articles are generally written by content writers or paper writer and brochures are written by copywriters who specialize in writing persuasive copy.

They are afraid that if they hire a copywriter the magazine article (educative part) of the paper will be affected and they are afraid that if they hire a content writer it will affect the marketing nature of the paper. They are afraid that it won't be persuasive enough to convince the reader to use their product or service.