How Can Content Syndication Partners Get Your SaaS White Papers Seen?

White paper syndication is a powerful strategy to expand the reach of your content and generate leads. By publishing informative and visually appealing white papers, partnering with the right syndication platforms, promoting on social media, creating a dedicated resource library, collaborating with industry thought leaders, and using newsletters, you can boost brand visibility, attract quality traffic, and increase conversions. This approach allows you to tap into the trust and value that white papers offer to B2B buyers, driving engagement and business growth.


Content marketing is not limited to creating high-quality content and publishing it on your blog or social media profiles. It is far more than that. You need to look for ways to amplify your content’s reach and get more people to engage with it.
And how can you generate more exposure for your content?
Through content syndication.
Syndicating content can help you reach more people, generate demand for your products and services, and nurture leads to boost sales. But you need to design a perfect  brand-to-demand strategy for your content syndication efforts and choose the right content formats.
In this article, I’m going to tell you why you should invest in white paper syndication services to generate leads for your business.
But before that, let’s find out:

What is a White Paper?

A white paper is an authoritative report or guide that helps readers get information about ongoing trends and new products and services in the market. Some white papers are also designed to help readers understand a complex topic and the challenges and opportunities associated with it.
Often B2B companies create detailed white papers to promote or highlight the features of a specific solution, product, or service that they are about to launch.
White Paper
Image via CoSchedule

Why Should You Publish White Papers?

While video tops the list of content formats that B2B buyers engage with during their buying journeys, white papers are the second-most popular content format.
60% of B2B buyers trust white papers for researching products and services before they make any purchase.
B2B buyers engagement

Image via Demand Gen Report

In fact, 35% of B2B buyers cite white papers to be the most valuable content format for researching purchases. And, 41% of them share white papers with their colleagues.
48% of professionals are willing to register for and share information about themselves and their companies to get access to valuable white papers.
Still not convinced about creating and syndicating white papers?
Consider this:
Leveraging white paper syndication can help you:
  • Generate quality leads by placing your white paper in front of a wider audience that has buying potential.
  • Boost your brand’s visibility and authority among your target audience.
  • Drive high-quality traffic and leads to your website.
  • Generate high-quality backlinks to your site.
  • Increase your chances of conversions by targeting the right people.
  • Improve SEO.
  • Increase audience engagement.

Which White Paper Syndication Tactics Should You Use for Your Business’ Growth?

Let’s take a look at strategies that can help you make the most out of your white paper syndication efforts.

Create Engaging White Papers That People Will Love to Read and Share

We’re about to enter 2021 and it’s high time to ditch the boring white papers (if you haven’t already). You should create white papers that are well-written and research-backed but visually appealing and easy to consume, at the same time.
You should:
  • Design an impressive cover image/page.
  • Add numbered lists to organize your white paper content.
  • Include sidebars or quotes in colored boxes to highlight important information.
  • Incorporate statistics in the form of engaging graphs to hold readers’ attention.
  • Use illustrations and images to add visual elements that support your point.
  • Create a glossary to explain what important terms mean to help beginners understand the content better.
Are you looking for an example?
HubSpot produces many useful resources for their audience. Their white paper on, “How to Use Instagram for Business,” is a great example.
It offers the best advice to marketers who want to leverage Instagram to grow their businesses and presents all of the information in an engaging manner.
White Papers example

Image via HubSpot

Find the Right White Paper Syndication Partners

Finding the right content syndication partners should not be difficult, thanks to the content research tools such as BuzzSumo and Semrush. You can use these tools to find the top backlink sources for you and your competitors.
This can help you identify the right content syndication opportunities. However, when selecting a white paper syndication partner, you should look for publishers who have:
  • Domain authority that is better or similar to yours
  • An audience that is similar to yours
  • Scope of republishing your white paper with a link back to your site
Remember, syndicating your content on low-authority sites or sites with spammy outbound links can harm your SEO. That’s why you should be very careful while selecting your content syndication partners.
For example: When I look for the backlink sources for UnboundB2B, Semrush showcases the below results.

Image via Semrush

Backlinko has a DA of 63, which is higher than the DA of UnboundB2B. This makes Backlinko a good potential syndication partner to reach out to.

Promote Your White Paper on Social Media Channels

The easiest way to syndicate your content is to republish or share it on social media channels such as Facebook, Twitter, and LinkedIn.
You can create a series of posts that give a piece of information from your white paper such as an important quote or statistic. Then, shorten the link to your white paper and encourage users to click on the link to access the complete resource.
You should make this link trackable so that you can track the number of people who accessed your white paper via social media promotions.
You should also use social bookmarking sites and other platforms to republish your white papers, which include:
  • LinkedIn
  • StumbleUpon
  • Reddit
  • Scribd
  • HubPages
  • SlideShare

Create a Dedicated Resource Library to Publish White Papers

You can also create a dedicated resource library to publish all of your white papers and make sure that your website visitors can easily access the page.
Chances are that bloggers, publishers, and other professionals will leverage the information and stats your white papers include. They are also likely to link to the original source, which can help you generate quality backlinks.
For example, you can refer to Mailchimp’s resource library to get access to insightful white papers about their email automation product and its use cases.
Resource Library
You should create a specific web page/landing page to host insightful white papers that your target audience will love to read and share. Make sure that you include the link to this page in your site’s menu and footer links to increase its accessibility.

Partner with Industry Thought Leaders

You should find influencers or thought leaders in your industry and collaborate with them to generate more exposure for your white paper. They can either talk about it on social media or publish a blog post about it while linking back to your site.

Reach Your Target Audience Through Newsletters

You should deliver your white paper to your target audience by sending them well-designed newsletters. You can feature your white paper in your weekly or monthly newsletter and help people find it in no time.
You can also partner with someone who has an email list of subscribers similar to your target audience. Then, you can have them feature your white paper in their newsletter to attract and engage those subscribers.
There are many B2B content syndication agencies that provide similar services. You can partner with such an agency as well. Even UnboundB2B allows you to reach an audience of 60 million B2B contacts with their content syndication services.

Ready to Leverage the Power of Content Syndication to Grow Your Business?

If done right, content syndication can help you generate qualified leads that are much easier to convert into actual sales.
You should create valuable white papers and other pieces of content and syndicate them across content distribution channels to expand your brand’s reach. With the right white paper syndication strategies, you can attract, capture, and nurture leads to drive conversions.
Do you have other questions about syndicating your white papers? Leave them in the comments below and I’ll be happy to answer them.
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Gaurav Roy

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