As a b2b marketer, relying on a marketing plan that incorporates a number of approaches can help you raise brand awareness, expand your reach, and generate more sales leads. Content syndication should be one of the most important of these strategies. It’s a marketing strategy that entails republishing material that you’ve created on your digital platforms on third-party websites.
Although some businesses will post your work on their website for free, others, particularly those with remarkable authority, will charge a fee.
According to a study conducted by Salesbox, at least 65% of demand generation marketers were already employing content syndication by 2016.
If you haven’t already, you should consider using this content syndication strategy for the following reasons:
- You can employ the same content multiple times.
- Because many syndication sites have a wide audience, your material is more likely to be seen.
- Your material will have a longer lifespan.
- Publishing information on other websites enhances your credibility persona.
- It puts you at the forefront of customers’ minds in case they ever need your product or solution.
- It helps you to reach out to a new group of audience.
The requirements for syndication vary amongst syndicating websites. Some may choose to publish the entire piece, while others may choose to publish only a portion of it or a modified version of it.
Difficulties With Duplicate Content
While content syndication implies that more than one edition of your blog will circulate on the web, this should not be a concern if you focus on your SEO.
Contrary to popular belief, Google does not punish your duplicate content. When syndicating, just one of the versions is discoverable. However, you must put forth some effort to make this happen.
Later in this blog, we’ll show you how to improve your SEO when syndicating information so that your unique content receives the most exposure.
What Is The Purpose of Content Syndication?
Your company’s blog should be at the centre of your content marketing plan, with all traffic directed to it. However, getting inbound traffic will require more than just producing content on your own website when you first start out. You’ll have to rely on visitors from other websites. As a result, content syndication is required to quickly reach new consumers for your business.
This mere truth, on the other hand, does not diminish the value of other initiatives like SEO and content distribution. However, these strategies will take time to demonstrate benefits on their own.
What Will Content Syndication Achieve And What Will It Not?
It’s critical to know what a content syndication strategy for lead creation will and won’t do before putting one together.
It is self-evident that by contributing content to some other website, you will assist that website. It’s not assured that visitors will engage on your link; they might just browse your post on the syndicating site instead of going to your website. This is a sacrifice that you will have to justify based on your interests.
If referred traffic is your top priority, alternative content marketing tactics may be more effective than content syndication. Content syndication is the approach to go if you want your concepts and product to be found by an extensive audience. As your content gains more views, your brand gains more equity, and people begin to recognize you for your innovative thinking, you’ll see an increase in followers and even traffic to your website.
The benefit of content syndication is that it produces quality leads for you by improving the impression of your business among customers. T the reader will perceive you as a professional who they should interact with, follow, or counsel because your concepts are found on an established website.
Must Read: How To Create A Data-Driven Content Strategy
The 3 Most Important Content Syndication Guidelines
Follow these guidelines to create an effective content syndication approach for B2B lead generation:
1. Figure out “What your content syndication strategy entails?”
To answer this question,
You must first define your objectives. That is, what are your goals for using content syndication? As previously stated, there are particular goals that are best served by syndicating content. As a result, having a defined goal in mind will aid you in determining how to manage your content syndication campaign. If you want to generate B2B leads, for example, syndicating an extract of your content is a better tactic than uploading the entire text.
Take into account the content you have:
- Will it meet the syndication partners’ specifications?
- Will your content strike out on syndication websites?
- Will it help you achieve your objectives?
Finally, determine where you want to syndicate.
When developing a content syndication plan, one of the most crucial factors to evaluate is where to syndicate. It’s pointless to syndicate to a website with millions of visitors if your target audience isn’t interested in spending time there. Below are some suggestions for B2B content syndication channels:
- Blogs with a large number of contributors.
- Consider social media sites. Good examples are LinkedIN, Quora, Facebook, blogging platforms, and Tumblr.
To select the best platform for syndicating your material, do the following:
- Examine content syndication companies to see if they’re a good fit for your industry, target audience, and content genre.
- Examine the testimonies of companies that have been successful in syndicating on those websites. Genuine analytics, such as conversions or sales figures, are more convincing in reviews and testimonials.
- Syndicate on a website with a larger audience than your own. If your goal is to reach new audience groups, you can also syndicate on a website that meets your traffic volumes.
2. Consider Your Publication Time Smartly
Optimizing your timing carefully will help you get the most exposure for your initial post. If you publish to your website and syndicate at the same time, your syndicated post may rank higher as a result of the syndicating website’s traffic and reputation. Whenever you syndicate, be certain that your material is indexed.
If you’re going to publish to many sites, scatter the dates. This will make the publishing last longer.
3. Exercise SEO-Friendly Syndication
We discussed issues regarding content duplication previously in the blog. We’ve also discussed the possibility of syndication sites syphoning off visitors from your original post. You can prevent both of these situations by following these steps:
- Ascertain that the syndication distributor has used the rel=canonical tag.
Canonical links, which direct search engines to the original source, are critical for the success of your content syndication plan. Canonical links guarantees that your article, rather than the syndicated version, appears in search results. However, in order for canonical links to function, the syndicating website must use the rel=canonical tag.
To see if a syndicating supplier has established canonical tags, utilize resources like SEO site inspection or SEO Review techniques.
- Include a link to a canonical source.
You can integrate canonical links in your postings after double-checking that the syndicating website includes canonical tags. Some of your traffic may be syphoned off by syndicated content, but by connecting to your unique content, you may assist to reduce this. Canonical links guarantee that the search engine credits the original version with all SEO credit.
- Avoid Search Indexing by employing a “noindex” tag
A noindex tag prevents Google from finding and indexing a page.
- Using Spotless Crawlable Links
If a syndicating partner wishes their version of the content to be indexed, they can add a crawlable link to the article to offer credit to the original author.
The Bottom Line: Should You Syndicate Your Content?
Now that you know all there is to know about syndication, from its definition to how to use it in your lead generation efforts, it’s time to put it to the test. If your website has amazing content but little traffic, your concepts are rotting away since no one will ever discover them. The solution is to use content syndication. When done correctly, content syndication may significantly improve brand exposure with little commitment.
The results of your content syndication endeavors, like any other lead generating strategy, will show up in the mid to long term. Anticipate no results with only one post. Publish many posts across all of the above-mentioned syndicated content sources to gain traction.
Vikas Bhatt is the Co-Founder of ONLY B2B, a premium B2B lead generation company that specializes in helping businesses achieve their growth objectives through targeted marketing & sales campaigns. With 10+ years of experience in the industry, Vikas has a deep understanding of the challenges faced by businesses today and has developed a unique approach to lead generation that has helped clients across a range of industries around the globe. As a thought leader in the B2B marketing community, ONLY B2B specializes in demand generation, content syndication, database services and more.