Originally published December 13, 2021 , updated on August 23, 2024

We’ve touched on the benefits of white papers and the importance of using expert white paper writing services before. But as a quick recap, white papers are great for educating your customers about your products and business. They’re one of the best ways to generate strong leads. You can use a white paper to build an email database. And white papers help establish you as an expert in your field. 

For your white paper to get desirable results, you may benefit from using professional white paper writing services. You can’t — and shouldn’t — cut corners when it comes to this type of content. 

It needs to be authoritative, well-written, and free of errors. Once you’ve got a well-done paper, it’ll be time to think of all the different ways you can distribute it. One of the many ways to do this is through content syndication. 

According to Bright Edge, content syndication is “the process of republishing part of an article or blog post on another, more popular site”. In fact, it doesn’t only have to be a blog or article. It could be a video that your business created or even a white paper. While it’s great that you have a white paper, it would be even greater if you redistributed some of that same content. By reshaping existing pieces into different formats, you can get the same information across to a wider range of people. That’s where syndication comes in. And there are so many ways in which syndication helps your business. 

Syndication Gives You a Wider Reach 

To be clear, syndication is republishing your content on other websites or content channels. You can send your piece to more than one additional outlet for publishing. It would further benefit you to make use of a syndication partner that other media or outlets already subscribe to. 

By allowing other outlets to publish your pieces, you are giving your content a wider reach. Not only will your piece have the reach that your platforms provide, but also the reach of anyone who chooses to syndicate your story. And when it’s used elsewhere, it’s exposing you to a whole new audience too. This leads us to our next point. 

Syndication Ensures That Your Content Reaches the Right Audience 

When you make your content available for others to share, you would choose websites and outlets that have a similar audience to you. This way, you are exposing your content to an audience that’s already subscribed to similar topics. Putting your work into syndication means you increase your chances of reaching the right customers.

Imagine that you write a white paper on mental health in the workplace and how to improve it with the services that you offer. You would want that to get picked up by business websites but also health and wellness websites. Syndication can help you reach the right outlets and, as a result, the right businesses. When the right people see your work, it has the potential to generate more leads for your company. 

You Get Increased Brand Visibility 

With syndication, you increase the chances of your stories and papers being used widely. This isn’t only good for a wider audience reach. It also counts when it comes to brand building. 

The more people use your content, the bigger your brand exposure. In addition to visibility, this exposure builds the trust of your audience and desired customers. The more often they see your name, the more trustable you become in their mind. 

You also start to become a bigger player in your sector. When your name is well-known in the sector, you’re likely to be seen as a thought-leader in the space. 

Expert White Paper Writing Services Increase Your Share of Voice

Everyone wants a bigger share of voice in the industry that they work in. Every business wants to have a larger share of voice than its closest competitors. Syndication can help you achieve this. 

The more that other outlets and websites use your content, the faster your share of voice increases. This helps to set you apart from your competitors, while also ensuring that a lot is being said about your brand. 

All of this helps increase the chances of more people coming to you for your expertise. It might not happen as quickly as you wish, but over time as your share of voice gets bigger and louder, your leads will also start to increase as a result. 

Syndication Helps With SEO 

There are many ways in which syndication helps your search engine optimisation. When your white paper is syndicated and used widely, your company is being mentioned widely on other websites. When search engines see this, it signals to them that your company and brand are important and that your white paper is good content. 

While your white paper is used widely, there’s a very high chance that everyone who uses it will link to your website. Backlinks are an important part of SEO. Equally as important as domain authority, backlinks also build brand authority. 

Over time, search engines will notice that more people are seeing your content and you will start to rank higher in search results. Which, of course, will help generate more leads and more business. 

Syndication of your white paper to numerous outlets will almost certainly lead to an increase in website traffic. As more people read what you have to say, and your authority grows over time, so will interest in your business. 

Of course, none of this would be possible if you didn’t put together a strong white paper in the first place. Even if you go into syndication, it will mean nothing if the paper is of poor quality. Be sure to use expert white paper writing services if you want to increase your chances of publication and syndication. 

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