I’ve written often in this space about content syndication and how the vendor landscape has splintered in recent years, triggered primarily by TechTarget acquiring first Bitpipe, then Knowledgestorm. The result has been an explosion of smaller vendors – both individual Websites and ad networks, a trend to performance-based pricing, and a myriad of options for B2B advertisers looking to leverage informational content in the pursuit of quality sales leads.

Another facet of this media category that has changed markedly of late is that syndication is no longer an option exclusively for advertisers looking to reach a technical audience. If your target market is comprised of functional roles such as finance, operations, and human resources, there are a growing number of syndication vendors (NetLine and BNET are just two) that enable you to direct your content to executives within those disciplines.

Even then, one business function that has long suffered from a dearth of effective syndication venues (ironically) is Marketing. And this void exists just as a flood of marketing automation, Website optimization, and other marketing-focused technologies and B2B services hit the market.

Enter eMarketingPapers. eMP is a new ad network launched last year by Madison Logic, the same people who host FindWhitePapers, a more traditional, technology-focused content portal. Clearly Madison Logic saw an opportunity where others didn’t, and their syndication network has grown quickly to include such premium sites as DM News, iMediaConnection, PRWeek, and Adotas. The company says that the network is due to expand substantially in the coming months.

Like other ad networks, eMP combines its own white paper directory with contextual placement on a network of partner sites and e-newsletters. Advertiser content is listed across the entire network, as well as through weekly newsletters to network subscribers, and dedicated e-mails to subscribers in the advertiser’s target demographic.

Pricing is performance-based (Pay-Per-Lead) and extremely competitive with other venues in the market. Filters are available for geography, job title and other criteria for a premium. The company accepts not just white papers, but also case studies, on-demand Webcasts and other informational content.

CDI has been using eMP as part of broader syndication programs for a number of our technology clients, and the results are very promising. In one head-to-head test involving a wide array of syndication venues, eMP generated the highest percentage of qualified leads of any vendor. Lead flow can be sluggish at times, but that will improve as the network expands. And to their credit, the folks at Madison Logic are service-oriented and do everything they can to see advertisers succeed.

eMarketingPapers is a welcome addition to the content syndication marketplace, and an advertising venue well worth considering for any company targeting the B2B marketer.

For more information on how to select the right syndication venue for your company, download CDI’s free report: “10 Tough Questions to Ask Your Content Syndication Vendor.”