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B2B Lead Generation Through White Paper Syndication

Related pages

White paper syndication is a popular and effective way to generate B2B sales leads. These programs are widely used, particularly in the B2B technology market, because they:

  • Are relatively easy to set up.

  • Aren't inexpensive, but do provide a predictable ROI, as most provide a guaranteed quantity of leads for a fixed price.

While the specifics of each syndicator and program vary, in general:

  • You provide the syndicator with thought-leadership content wuch as white papers,case studies and webcasts.

  • The syndicator promotes your content through various tactics.

  • The syndicator provides you with "leads"names and contact information for everyone who downloaded your thought-leadership assets.

While, again, practices vary between the different vendors, in general syndicators promote your content using some mix of these four tactics:

  • Search engine optimization;

  • On-site promotion;

  • Promotion through content partner sites; and

  • Promotion through targeted or "entire list" outbound newsletters.

There are six primary providers of white paper syndication and lead generation services. (List and descriptions currently in development.)

Related pages:

Higher level:

How to Develop a Web Marketing Plan

Guide to Web-Based B2B Lead Generation Programs

Peer pages:

Search Engine Optimization Basics

How to Write Effective Email Newsletters

Why Write a Blog for Business?

How to Create an Effective Business Blog

Best Practices in Search Engine Marketing

Interactive PR

Overview of Webcasting and Podcasting

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