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 WhitePaperSource, November 17, 2004
Stelzner Consulting
White Paper Marketing on TechTarget
The TechTarget family of specialty websites reaches millions of enterprise IT decision-makers and generates a large number of white paper downloads. TechTarget claims to have delivered nearly a half-million white paper downloads in 2004. Each of TechTarget's 22 websites, such as SearchSAP.com and SearchCRM.com, includes its own collection of white papers. A typical site has several hundred papers, a much smaller group when compared to the many thousands found on a site such as Bitpipe.com.
TechTarget has numerous media outlets, which include websites, newsletters, discussion archives, magazines and webcasts. The company specializes in creating relationships between site editors and its targeted community of readers. "Very engaged members … translate to very good advertising prospects," said Marilou Barsam, VP of Client Consulting at TechTarget.
Basic sponsorship for a single white paper on TechTarget site ranges between $10,000 to $15,000 for a 3-month posting and includes a limited promotion to the members of the selected site. White papers are promoted through opt-in newsletters. Vendors who sponsor white papers can create a registration page for collecting information from TechTarget readers who download their papers. The registration page includes fields for contact information and customizable screening questions.
An integrated white paper campaign, which engages TechTarget's Client Consulting, introduces a different pricing model and more collaboration between TechTarget and the white paper advertiser. Barsam explains, "We take every opportunity to exploit the power of the white paper and insist it be marketed through every available media venue." Unlike the flat-fee pricing for a single white paper sponsorship, the cost of an integrated campaign is based on the desired level of guaranteed leads.
TechTarget consultants work with vendors on all phases of an integrated white paper campaign, which include creative development, media selection, and promotional language and positioning. As the campaign unfolds, consultants monitor performance and work with advertisers to obtain the best results. TechTarget offers a range of customizable integrated campaign programs, including the flagship TargetROI which costs a first-time participant $20,000 to $26,000 for an integrated 3-month campaign.
Conclusions: TechTarget sites are good places to promote white papers to a targeted high-tech audience. They boast active and engaged readers, and deliver strong editorial and educational content.
Brent Applegate can be reached directly at brent@stelzner.com.
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