Business Analytics

What is White Paper Syndication? How Does it Help Generate Leads?

Markable Solutions

White Paper Syndication is an inseparable part of a B2B Lead Generation Strategy. It refers to publishing or distributing White Papers on different platforms, including third-party websites. The idea behind White Paper syndication is to reach out to a broader audience via mediums that have a greater reach.  Businesses can maximize their reach by syndicating their White Papers. They can attract more leads, improve conversion rates, and increase profitability.

Many people question the role of White Paper syndication in B2B Lead generation. Let’s discuss it in detail and understand the process of Whitepaper Syndication and its importance.

What is a White Paper?

A White Paper is an authoritative document – an in-depth guide that defines a particular problem, the current scenario, latest industry trends and sheds light on the possible solutions. The content has a problem-solving and non-promotional approach but indirectly demonstrates the knowledge and expertise of the business on the particular issue. The content is backed by research and embedded with several references. It has an academic style of writing embedded with infographics and various illustrations that enhance the content’s appeal.

What is the Process of White Paper Syndication?

White Paper syndication involves publishing the White Papers on several third-party sites and other platforms in order to reach the maximum number of prospects. The whitepapers are posted on external sites, creating a backlink to your website, so they increase website traffic and help in lead generation.

Authoritative sites: Publish your content on websites that have credibility and enjoy the huge traffic. These websites have already built a strong relationship with the users, and any content published will help create brand awareness. You can leverage the website’s popularity to promote your White Paper. Expect a sizeable audience to visit your website and explore what you have to offer. However, direct competitors’ sites should not be chosen.

Informative Landing pages: Companies must create information-rich landing pages that will have a high potential of attracting prospects and encourage them to download the White Paper. Create high-quality, crisp, and concise content embedded with a call-to-action (CTA) that will prompt the readers to download the White Paper.

Email Marketing: Businesses can promote their White Papers via emails with engaging content that generate curiosity to download the document. It is an effective lead-generation tool that will bring more and more website visitors.

Corporate Blog: Introduce your White Paper in your corporate blog and provide a summary of how it can help them expand knowledge on the specific problem statement. Provide a short form that should be hassle-free for the users to fill up and gain access to the White Paper.

Social Media: Social media sites are an excellent platform for syndicating white Papers or any form of content. Grab the consumers’ attention and persuade them to get a copy. Support your pitch with attractive images and videos. The audience is active on Facebook, Twitter, LinkedIn, and Instagram.

Benefits of White Paper Syndication

Reach a wider audience:  The motive of publishing content is to attract more readers and persuade them to engage with the business. Businesses can nurture these leads and maximize conversions. Publishing content on authoritative sites automatically amplifies the content reach. These sites already have massive traffic, and publishing the content on these sites will increase the visibility and bring traffic to the business that has published the Whitepaper. So, a company can benefit from the White Paper and maximize its reach to a large section of the target audience. It will help attract a sizeable audience to your website.

Boost SEO: Every business employs an SEO strategy to attract leads organically. It requires consistent efforts, and Whitepaper will help increase the website’s visibility. Whitepapers are long-form and educational content, leading to a higher ranking in search engines. So, it helps boost SEO efforts and increase the websites’ visibility.

Build Brand Awareness: Syndicated content helps create massive brand awareness by building brand authority. Regular publishing and syndicating the content on third-party websites, blogs, social media, etc., will help the business demonstrate expertise and showcase their knowledge and experience with a particular product or service. Whitepapers will reflect the business’s potential as the best solution provider. Content syndication will increase the brand visibility and traffic to the website. The website creates dominance in the online space, which is equivalent to goodwill in the real market. White Papers help boost the brand image, and the website gets the users’ trust, which is essential to build strong customer relationships.

Lead Generation: Businesses need to syndicate content to fulfill the purpose of content creation. Whitepapers are an authoritative guide on a particular subject or topic, putting the company on a pedestal. It reflects the website’s dominance as an expert solution provider. It’s worth noting that White Papers can be downloaded after the users provide their email addresses and names. These users can be categorized as market-qualified leads, which companies can nurture and get high conversions. Businesses gain access to the details they need to pitch their sales and marketing efforts. It helps in Prospect List Development, which is necessary for B2B Lead Generation.

Shortens the sales cycle:  The White Paper syndication process helps a business move the leads in the sales funnels faster and convert them into customers quickly. A White Paper provides value to readers who might be potential business opportunities. The content can persuade them to make a buying decision faster, and a business can convert leads more quickly.


A White Paper helps businesses establish themselves as experts and the best provider of particular goods and services. They can develop thought leadership with White Papers and attract leads. They can speed up the lead generation process by distributing content on third-party websites, blogs, emails, social media, and other more channels. White Papers provide value to the target audience and gradually expand the customer base. White Paper syndication helps in building brand awareness and increasing sales. Businesses should invest in creating White Papers and White Paper Syndication. They can consider outsourcing the service to the experts.

How can Markable Solutions help?

Markable Solutions is the undisputed leader in the B2B marketing and B2B Lead Generation market. We help businesses leverage the power of our extensive network and distribution channels to offer robust content syndication and White Paper syndication services.


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