Christine Taylor's Core Copywriting: Syndicate Your White Papers

Recent studies peg 87% to 90% of technology buyers as consulting a white paper before making a purchasing decision. It stands to reason that you:

Should have a well-written, informative and persuasive white paper.
Should place that well-written, informative and persuasive white paper in front of many thousands of qualified prospects.

Content syndication is an important factor in distributing your white paper to thousands-to-millions of qualified buyers. Content syndication:

Enables you to optimize your white papers and leverage your investment by reaching the largest audience of qualified readers that you can.
Extends market awareness for your company and products.
Yields a new lead with contact information every time a reader downloads your white paper.

And remember that content syndication isn’t just for white papers anymore. It’s also an excellent conduit for case studies, solution guides and other highly informative marketing collateral. (Breathless brochures don’t fill the bill.)

Sometimes companies balk at the cost of syndicating content, but look at it this way: if your product costs several thousands of dollars as many technology products do, you only need to make a few sales to recoup hosting costs. For example, let’s say you’re syndicating your content for $5000 a month. If your product costs just $2500, all you have to do is sell four copies a month to break even - and your sales will undoubtedly be many times that if you have syndicated properly and are following up on leads. And if your sales tend to come in at the $100K mark, $20,000 a month for hosting is a drop in the proverbial bucket.