Content Syndication – Leveraging 3rd Party Publications

Even though the content is the main aspect in the world of marketing that attracts potential customers, but the content marketers need diversified and long-term working strategies to expand reach, increase sales and improve brand awareness. Despite the importance of content, only 27% of marketers(1) use content syndication/promotional tools.

What is B2B Content Syndication?

Content syndication is an effective way to share your valuable and compelling content to new audiences from time to time. Instead of self-promotion, content syndication involves third-party platforms promoting your content.

How does it work?

Syndication is the process of content promotion. Any type of content can be promoted, syndicated, or redistributed using outsider sites.
Content can be syndicated using blogs, articles, recordings, infographics, etc.

Why is content syndication important?

You cannot expand your brand’s reach if you do not want your content to be syndicated. The internet comprises of a large audience and it is not sensible to use a single platform or source to reach the people out there.

Your story can only be heard if you have distributed it to other popular platforms through blog entries, guest articles, etc.

Popular methods of B2B content syndication

There are two major methods to get your content syndicated. You can either go with inbound methods or outbound methods.

Keep moving forward to know the sub-methods included in the list:

Inbound content syndication methods

  • Co-marketing

    Co-marketing is when two brands or companies collaborate for mutual benefit. To collaborate, you would have to find a company having a similar target audience and marketing goals. Or else, the collaboration won’t last long.

    It does not always mean that you have to work with your rivals, neither it is necessary for you to establish a long-term partnership. You can host an event together and that’s just about it.

  • Social media

    Sharing content from official accounts seem relevant but other popular account syndicating your content could benefit you largely. For example, if you are collaborating with another company, they would be promoting you on social media.

  • Guest blogging

    There are numerous benefits of guest blogging such as new backlinks and exposure to new audiences. But you must ensure that the people reading your content are familiar with it and similar to the existing audience or else, it’s a waste of time.

  • PPC promotion

    Pay per click promotion is used to drive heavy traffic to your website. It is about running paid campaigns to syndicate your content on popular social media platforms like Facebook and LinkedIn.

    On Facebook, you identify your target audience and determine how much you would like to spend on the campaigns.

Outbound content syndication

Some of the popular tactics are:

  • Telemarketing

    Calling high-quality prospects/leads and offering them a sneak peek to your content might work just fine for you. However, there’s a big barrier. You have to have B2B data with accurate contact information.

  • Cold emailing

    Do you already know your target audience and you just have to display your content in front of them? Well, don’t worry! cold emailing will do just fine.

    After telemarketing, cold emailing is the best way to slide in your content to prospects and potential customers.

  • Combining intent data with outbound content syndication efforts

    If you can’t find potential leads, using intent data is your only best shot. Intent data can identify the visitors looking at your website or looking for you on the internet. This will enable you to reach out to them.

B2B content syndication goals vs. traditional media syndication goals

The B2B content syndication goals involve creating high-quality leads and prospects while improving all the SEO objectives to drive heavy traffic to the brand’s website. Moreover, aiming to elicit subscriptions/download and to capture landing stage leads are two of the primary goals of B2B content syndication.

Whereas, the goals of traditional media syndication include driving traffic to the website and improving social sharing and SEO rankings to build brand awareness all over the web.

Pros of B2B content syndication

Here are some of the major benefits of B2B content syndication:

  • Reach out to your target audience effectively

    Content syndication removes all the blind games and guesswork for you. Most of the time, you are on the mercy of people to share your content but B2B content syndication can help you to attract the right audience using your content.

    Telemarketing and cold emailing engage with the prospects while showing them relevant content. This helps to score warm leads.

  • Generating high-quality leads

    Content is a lead generation high-performance machine. However, you have to use it right. third-party platforms are great for distributing content to relevant audiences.

    The outbound content syndication methods are more powerful than inbound content syndication tactics but again, they are difficult and need large accurate data to distribute your content.

  • Qualification of the leads and prospects

    Would you like to qualify your prospects even before your sales team reaches to their doorsteps? If yes, then it’s possible, only due to outbound B2B content syndication methods.

    With a lot of cold emailing and telemarketing, you can make a huge list of qualified leads and prospects and move forward with your agenda.

  • Massive brand awareness

    B2B content syndication helps you to increase brand awareness. Even if there aren’t many people reaching out to you for your products, they now know your brand and products. This way, you will have to put fewer efforts when reaching out to them.

    Even if those prospects do not convert into customers, you still have a chance because of your improved brand awareness.

  • Brand credibility

    New backlinks, social sharing, guest articles, blog mentions, and cold email content will only prove your credibility to the audience.

  • New backlinks

    Posting guest articles on a third-party authoritative website can provide you with new backlinks. Most of these popular sites help you link back to your original website. This would not only improve web traffic but also the site’s SEO rankings.

  • Steady traffic to your site

    B2B content syndication approach promises heavy and steady traffic to your website. However, it is the leads that you should run after.

  • High ROI

    Some of the brands invest a lot in hiring content writers and content creators. But if it is not distributed properly, all the money goes into vain. But launching a B2B content syndication campaign could return high return on investment. The better the content is distributed, the more the leads.

  • No temptation to just sell

    Most of the brands are desperate to make sales. They do not put effort into the content. Consequently, their sales drop down even more. Giving the audience something as valuable as content could drive them towards your product.

(Read More: Top B2B Content Syndication Mistakes Made by Marketing Teams)

Challenges to a great content syndication strategy

  • Not having enough resources to execute the plan on a large scale
  • Difficulty in personalizing the content for the target audience
  • Not being able to measure the effectiveness of the strategy
  • Not using behavioral marketing to reach qualified prospects
  • Unable to prioritize the right content syndication methods
  • Not targeting your ideal/potential customers

How to build an effective B2B content syndication strategy

  • Setting your goals and requirements
  • Picking content that shows interest in the specific stages of the sales funnel
  • Choosing a loyal syndication partner
  • Following up with data and metrics to see progress

Final thoughts

It is essential to keep in mind that the B2B content syndication strategy is only a small yet significant part of the whole business marketing campaign. It is not some kind of a shortcut to sell your products or services. Instead, it is an effective way to build a wide customer base all across the globe.

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