Those questions seem silly for the experienced marketer but sure aren’t for the medium-small business owner. They are by far the two most asked to me when interviewing potential clients. And, also by far, the two hardest to explain to the uninitiated.
White papers are often confused with long form content. They're long but not exactly like any other content types. Discussing what is a white paper and why would your business need one (or two) is thus important to lessen the confusion
One of the most effective ways to build brand awareness, while providing relevant and useful content to your target audience is through consistent blogging. The benefits of blogging for your business are aplenty.