• Helen Pritchett

White Papers – Art or Science?!

Updated: May 6, 2021

If you’ve ever slaved blood, sweat and tears over a white paper you’ll know the answer to this question. We believe it is definitely more art than science.

White papers don’t just happen overnight. You can’t write one in your tea break. Such thought provoking, insightful and information packed documents require hours of planning, researching, writing, and refining. And it’s not just about the content, to get noticed the headline and snippet also need careful thought and consideration. It is a labour of love, well, of a sort!

A good white paper can do wonders for your brand, it can:

  • Inform and engage prospects

  • Build brand awareness and loyalty

  • Improve traffic to your website

  • Fill your pipeline with warm leads

By the time you’ve finished crafting your white paper you’ll have achieved it all: a product promoting, brand building, loyalty creating document with defined customer benefits and solutions and a specific target audience.

So, how do you promote this piece of brilliance to generate the influx of leads your sales team are expecting?

Nowadays there are many ‘routes to market’ for collateral. The digital era has meant we can push such documents out on our websites, social media platforms and through eMarketing. But that’s not all. Have you ever considered white paper syndication?

If executed correctly, white papers are one of the most effective ways of generating interest from potential customers online. By using a white paper syndication service, you can educate and engage with potential prospects as well as build on your brand awareness, all of which will have a positive effect on your ROI.

Syndication is one of the easiest ways to disseminate your message to large groups of people and specific target audiences. It’s the perfect approach if you wish to achieve wide reach, accurate analytics, and audited contact data reporting.

Syndication, done well and targeted to the right audience, can help you achieve the following:

  • Increased white paper performance and reach

  • Free advertising and speaking opportunities

  • Build relationships with press and analysts

  • Grow the number of high-quality inbound links to your website

  • Develop your position as an industry thought-leader

People receive a massive amount of information every day and choose what they read very selectively. Choose a syndication partner that can offer you a focused, segmented and targeted audience. One that is primed, ready and engaged. Sending your white paper out to a warm reception will improve clicks, interactions, and enquiries.

There are several whitepaper syndication service sites which offer both free or paid options for advocating your whitepaper, just ensure that you choose the right platform that meets your desired audience in order to get the most out of the service.

Engage with TechKnow.Online to get your message to the masses.

TechKnow.Online is one such syndication service which enables you to engage a wide and diverse IT specific audience. This leading online technology publication delivers the latest news and views from the IT channel. It reaches 180,000 subscribers every fortnight, giving you a captive audience of ready to buy IT professionals. Every white paper featured on TechKnow is aligned to relevant IT news story and/or marketing campaign to maximise click throughs and lead generation.

And finally, don’t ignore the option of tele-syndication. The telephone, human 2 human approach can provide an excellent channel to reach your target prospect. Use the opportunity of talking to a real person to ask open-ended questions and get under the skin of their challenges, offering solutions to their pain points. As with telemarketing, tele-syndication leads are more likely to be converted than any regular online leads.