B2B Content Syndication: Marketers Guide to Reaching New Audiences and Generating Leads

Written by

Vikas Bhatt

Are you a marketer struggling to generate leads and ROI through your content assets? Do you have an incredible website but not getting enough traffic? Are you looking to expand your reach and attract new visitors?

Well, if your answer is yes, then content syndication is the solution you’ve been searching for. B2B content syndication involves the strategic distribution of content, such as articles, whitepapers, webinars, and infographics, on third-party websites where your audience lies.

Content syndication is like a barter system, where other websites get your content to attract traffic, and in return, your content reaches a wider audience, generates leads, and gains backlinks. Tthis embodies the core principles of B2B content syndication strategies, acting as a growth-hacking strategy to expand your reach and drive valuable traffic back to your site.

So, how do you start content syndication? Here are some simple methods:

  1. Republish Your Content: Share your existing content on other platforms.
  2. Craft snackable content: Edit content for shorter, more digestible versions.
  3. Share Excerpts or Summaries: Post snippets or condensed versions of your content.

Choosing Right Content Syndication Channels to Maximize Reach

Don’t be afraid to experiment with different content formats and distribution channels. Test various formats such as ebooks, case studies, and industry reports to determine what resonates best with your audience.

– Mark Johnson, Marketing Director at TechConnect

With the abundant channels available, selecting the right channel can be daunting. However, choosing the accurate channel is crucial for maximizing your campaign’s success. Here’s why:

Audience Relevance:

Different channels cater to specific audiences and industries, making it essential to choose the right ones to ensure that your content reaches individuals actively seeking your solutions.

For instance, if your target audience consists of decision-makers in the technology sector, syndicating content on platforms like TechCrunch or CIO.com can effectively reach your desired audience.

Engagement Opportunities:

What’s the end goal of your content? This needs to be answered before selecting a channel. For instance, social media platforms like LinkedIn offer opportunities for thought leadership articles, sharing industry insights, and networking with potential leads.

Likewise, for in-depth tutorials or product demonstrations, consider platforms like YouTube or Vimeo that cater specifically to video content syndication.

Furthermore, engaging in industry-specific forums or online communities allows for direct interaction with prospects, helping to build trust and credibility.

Performance Insights:

Tracking the performance of your syndicated content across different channels provides valuable insights into audience preferences and behaviors.

For example, by analyzing metrics such as click-through rates, time spent on page, and conversion rates, you can identify which channels are driving the most engagement and content syndication ROI.

Armed with this data, you can refine your content strategy and allocate resources more effectively to channels that deliver the best results.

Why your B2B Business Needs Content Syndication

b2b content syndication

Generate More Leads and Convert More Customers:

When your content is exposed to new leads you see a surge in content downloads in exchange for contact details. Essentially, more downloads mean more leads through content syndication. And content syndication, when done right, can yield 3 times more downloads for your content.

According to Harvard Business Review:
Willingness to purchase increases by 40% when a buyer receives content tailored to their specific needs.

Expand Your Reach and Boost Web Traffic:

Content syndication acts as a powerful tool to attract a broader audience through third-party websites, effectively driving traffic back to your own site. Leveraging a variety of content syndication tools can streamline this process, allowing you to publish your content across multiple platforms efficiently.

This results in improved SEO rankings, heightened brand visibility, and, most importantly, a significant increase in leads added to your sales funnel.

Efficient Content Distribution:

Many B2B marketers struggle to generate a steady stream of leads. However, reliable B2B content syndication services offer a valuable solution by implementing a systematic and repeatable approach. By partnering with these services, your content is effectively distributed to a wide audience.

This ensures your content reaches the maximum audience, resulting in consistent incoming leads to fill the pipeline.

Better Handoff to Sales team

Content syndication doesn’t just boost lead quantity; it’s also about quality. How? By precisely targeting the right audience on the right platforms. Moreover, when prospects willingly download content, it shows genuine interest, placing it at the forefront of the sales funnel. As a result, your sales team receives high-quality leads, ready for nurturing and conversion.

Lower Cost Per Lead

Content syndication offers a cost-effective means to generate significant volumes of relevant leads, traffic, and sales. By maximizing the potential of your content assets through syndication, you achieve better ROI compared to traditional lead generation methods.

Establish Thought Leadership

Content syndication is a fast and effective way to establish thought leadership to amplify your voice and stand out in the competitive market.

Additional Opportunities

In addition to enhanced lead generation and sales, content syndication opens door to several other opportunities, including:

  • Reengaging lost leads.
  • Establishing brand awareness.
  • Eliminating wasted time by chasing weak leads.

Must Read: Measuring Content Syndication Success: Metrics and Analytics Unveiled

Two Critical Mistakes Marketers make while Syndicating Content:

Marketers are leveraging content syndication but not getting the desired results. Here are more common mistakes marketers make, which are diverting them from their end goals.

1. Failing to Communicate Appropriate Expectations when Handing Leads to Sales:

Marketers should understand this scenario: when someone downloads your content assets through content syndication channels, they are primarily seeking solutions for their pain points, not necessarily the company’s products or services.

While there might be an interest in the product, prospects may not be fully aware of it. Therefore, it’s crucial for marketers to set clear expectations when passing syndicated leads to the sales team. Failure to do so could result in potential lead loss.

2. Ineffective Lead Follow-ups:

Content syndication leads often arrive in batch form through registrations sourced from the hosting vendor. This means that by the time leads reach the sales team, they are already a week old. In such cases, automated emails to leads can serve as effective reminders of their content download, making them more receptive to follow-up communications.

Must Read: The Top 7 Reasons to Syndicate Your Content

In Conclusion:

Content syndication is a cost-effective marketing tactic that should be part of any marketer’s toolkit. It’s a powerful strategy for B2B businesses to reach new audiences, enhance brand awareness, and improve lead generation. However, effective content syndication requires careful execution. Utilizing reliable content syndication services can help ensure success. So, why wait any longer to get started?


Ebook Cover

Fast-track your revenue generation with Pay-for-Performance marketing campaigns.