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Copyright © 2006, Computing Technology Industry Association, Inc.
Reprinted with permission.
Now, for another $5,000 to $10,000+ you can syndicate
a white paper with services like TechTarget or
KnowledgeStorm that will generate downloads, and pass on the leads to you.
But what if you don't have that kind of budget?
Good news: There are more sites than ever to post white papers
for no cost. Here are the ones we know, in alphabetical order.
BNet.com
This site — whose name stands for "business net" — is intended
to help executives solve business problems.
Click on "white papers" in the top menu, and you'll see listings organized by
job function (engineering, finance, HR, marketing) and by industry (construction, government,
manufacturing, retail, and so on).
That structure makes this a great site for your business-benefits white paper.
You can submit a white paper for free. Or you can pay $3,900 a month to gain what they say
will be 10 times the exposure and resulting response.
ITPapers
Here's another site where you can spend a lot of money, or get a basic posting of a white paper
for no charge. That's an amazing deal, considering the reach of this site.
Owned by technology publisher CNet,
ITPapers claims to be the Web's biggest collection of technical white papers, webcasts, and
case studies, numbering more than 54,000 today.
For the exposure it can bring to your white paper, this site is an absolute must.
To post your white paper, scroll down to "Submit a paper" at the bottom of the home page.
Key IT Solutions
This London-based site posts white papers, case studies, and even brochures free of charge.
It's smaller than some in this list, in terms of visitors, but the price is right.
If you're looking for more European prospects, this one could work. And what have you got to lose?
ONWhitepapers.com
This site focuses on IT-oriented white papers on topics such as CRM, e-commerce, security,
and wireless. Its credibility s bolstered by white papers from major software firms like
BMC, RedHat, and Siebel.
ONWhitepapers.com does have advertising and sponsorship programs available,
but a basic posting of one or more white papers is free.
To get started, click "Get Listed Now" in the top menu.
SecurityDocs.com
If you have a good white paper about security software, this site wants it.
This site is small, but it's tightly targeted at security professionals.
And it's run by white paper publisher TechTarget, a firm that knows how
this space works.
Just don't send them a sales pitch: They might not accept it. Remember
that good white papers educate, they don't sell.
SoftwareCEO
If you have a good white paper aimed at software executives, you can post it here for no cost.
This page is divided into 10 topics, from HR to Strategy, that run parallel to the online forums.
As you know, this site is targeted specifically at the software industry;
you may not know that it gets more than 200,000 visitors a month.
Remember, your paper has to relate directly to the software sector to work well here.
Technology Evaluation Center
This site aims to help visitors make better decisions on buying enterprise software.
It sends out daily and weekly newsletters claiming to reach 400,000 IT buyers.
A basic posting of a white paper or case study is free, and you can spend $2,000 to $5,000
on additional promotions. This site has been around for years, so it's a good bet.
Plus, it has some plain-speaking advice on white papers that we couldn't resist reprinting.
"White papers should contain useful information to aid prospective buyers
as they go forward in their software evaluation," it recommends.
"To be a truly effective marketing and sales tool, a white paper should promote credibility;
it should approach a problem with objective analysis, uncovering numerous approaches to a problem.
"It should then present a strong argument for the solution presented,
allowing the reader to decide based on the information given."
We couldn't have said it better ourselves.
Ziff Davis Web Buyers Guide
This site has a big publisher's name associated with it, but you can still register
and post white papers here for no charge.
Your paper will be indexed under one of the 500 (?!) categories set up by the editors.
And it will be searchable across the entire network of Ziff Davis sites,
all the way from CIOInsight.com to Publish.com.
To post your white paper, scroll way down to "Submit white papers" in the bottom menu.
Of course, there are lots of related promotions you can pay for, but you can get started for free.
Don't miss this one.
Buyer beware: Web-based offers change without notice.
We visited all these sites to check these details at press time, but you should expect
to confirm the details yourself before using any of these services.
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