B2B Content Syndication: Benefits, Strategies, Challenges & More

Why is Content Syndication Gaining Much Attention in 2023?

By Binary Demand - Last Updated on March 15, 2023

B2B Content syndication is an important part of modern marketing. It has always been, but this strategy’s nature has evolved over the years.

The process of spreading or disseminating content (such as articles, videos, photographs, or any other type of content) on third-party websites or platforms in order to reach a broader audience is referred to as B2B content syndication. It entails posting or reposting the exact same content on many websites, frequently with the creator of the original content’s consent.

Efficient B2B content syndication services can be used to syndicate your content strategically. Before that, Let’s dive into the benefits and details of content syndication to understand its importance.

In this article

Direct and Indirect Benefits of B2B Content Syndication

Content syndication in B2B is a continuous process involving some indirect and some direct benefits. Some indirect benefits might take comparatively less time than direct benefits, but both categories are complementary to each other in the long run.

Indirect Benefits of Content Syndication Direct Benefits of Content Syndication
Increased traffic: By directing visitors back to their original source (your site), makes your website more prominent and draws in more relevant traffic. Targeted audience: You can reach your targeted audiences by creating content that is relevant to them at the right time and by cold-emailing and using intent data.
Increased online presence: Your brand gets visibility online when you syndicate on reputable websites with large audiences. Once the content is highlighted in industry newsletters and other publications, it enhances your internet presence. Brand awareness and credibility: Brand awareness can be attained due to increased online presence. New backlinks, presence on authorized sites, and continuous social media mentions will build your brand’s credibility.
Brand messaging and thought leader: With continuous presence across multiple media, brand messaging, and key messaging can be attained. It helps in picturing yourself as an industry expert or industry leader. Increased ROI: Creating good-quality content with freelancers or in-house teams needs a budget. In such scenarios, syndicated B2B content will help in touching bigger audiences while increasing your ROI.
Prospect qualification: It qualifies your leads before them contacting the sales team. Telemarketing and cold emailing are preferred later. Improves SEO rankings: Your SEO rankings can be enhanced more than ever before as a result, which is a direct benefit.

Some Trusted and Best Content Syndication Vendors

To make your B2B content syndication strategy successful, scan through the below list of B2B content syndication platforms:

  • YouTube (Free and Premium)
  • Medium (Free)
  • Outbrain (Paid)
  • Taboola (Paid)
  • LinkedIn Pulse (Free and Premium)
  • Scoop.it (Paid)
  • Slideshare (Free)
  • Tumblr (Free)

These platforms serve as B2B content syndication solutions. Leveraging these services to distribute your content enhances your brand’s credibility and boosts your website’s traffic. However, how can you determine the strategy’s efficacy?

How to Measure the Success of B2B Content Syndication?

While dedicating efforts to your campaigns is undoubtedly essential, it is equally important to measure the success of B2B content syndication for both future endeavors and ongoing initiatives. Following fundamental marketing principles, you should consistently evaluate your campaign’s performance with prospective leads. Here are the criteria to contemplate when assessing its success:

  • Quality of Leads: Quality leads are an apparent loss if generated leads don’t match your Ideal Customer Profile (ICP). Your content syndication will be successful only when it attracts qualified leads who wish to know more about your product.
  • The Volume of Leads: We all know only some leads convert into prospects. But to attract more and more leads, we should reach out to more people. We expect only some leads to be converted, but at least, a maximum of them should consider our product.
  • Successful Deals: In the end, we are running the whole campaign to achieve more successful deals. So, it is the first and final measure of success. After all, revenue matters the most.

However, some challenges might come in the way of executing a successful campaign.

Common Challenges of a Successful Content Syndication Campaign

Defining B2B content syndication and performing it are poles apart. It takes a lot of work to syndicate your content fluently; there are some common mistakes marketers should avoid, and some challenges that many marketers should skillfully face. Here we’ll be discussing some of those challenges to help you overcome them.

1) Lacking powerful assets to execute better

There is a need for ample time, a dedicated team, and lots of effort to drive your campaign’s success. Suppose your in-house resources are absent for multipurpose activities (article writing, cold calling, hosting webinar) that are required for this campaign to be successful. Then could be a common challenge you are facing.

2) Keeping pace with content personalization

Prospects not only need out-of-the-box content but relevant content. It would help if you delivered the right solution at the right time to prospects’ doorstep because random data is of no use at this moment.

But we all know it’s the most challenging thing to do.

In B2B marketing, intent data is the only way to get closer to your prospect. Intent data provides relevant insights about your prospects at the correct time. Then, it would be easy for you to keep in touch with them via call or any other medium.

3) Lacking the right resources

Your marketing team needs to be well-versed in the potential data. Teams with relevant experience and effective strategies can see success in those campaigns. But, unfortunately, most companies have a shortfall of such groups and hence success.

Sometimes, it is better to outsource such activities to see the best results. It saves not only your time but also your efforts. You can have a look at these tips for B2B content syndication to power your marketing strategy.

4) Targeting the valuable customers

It revolves around good and bad targeting; whatever method you apply, inbound or outbound, you need to be aware of its tactics.

When it comes to blog posting, carefully select the blogs to guest post and the platform you choose to publish on.

On the other hand, carefully consider the lists of prospects and make sure they are a perfect match with your ICP.

If this is not done correctly, it is a waste of time.

5) Marketing based on behaviors

In such a type of marketing, your marketing team will see more success with fewer efforts. You must be well aware of the behavioral patterns of various prospects; studying them to plan your strategy will help.

In such a scenario, intent data will help you to catch what your prospect is searching for and show their place in the buying cycle.

At last, with B2B content syndication, it’s easy to generate leads and start your journey.

Merging Content Syndication with Account-Based Marketing

We all know, B2B account-based marketing is a popular way to catch highly qualified and potential leads. While working on your lead pipeline, you nurture your leads and increase the ROI. In such scenarios, content syndication helps you attain your goal.

It is confined to any content (blog post, podcast, whitepaper, landing page) in connection to ABM that your prospect finds beneficial and appealing. There are some substantial reasons to convince you that you should start syndicating content as a part of your ABM strategy. These reasons are as follows:

  1. Uses social connections properly
  2. Helps in effective lead nurturing
  3. Concentrates on increasing the quality of leads, in turn, saves time
  4. Compels your content to proceed further
  5. Personalization and prioritization to enrich content relevancy to your prospects

Effective B2B Content Syndication Strategies to Scale Your B2B Marketing

Content syndication will be easier if you carefully follow the below 4 strategies. These are simple yet composed methods to drive your success.

Strategy 1: Simple Way of Self-Syndication

Social media marketing is undoubtedly an effective medium of today’s time to gain more interested audiences.

As a marketer, we can better syndicate our content ourselves to reach more masses and cover more leads. Platforms like Medium, Hashnode, TealFeed, Hackernoon, and others are there to syndicate your content on your own. You have to be careful while doing this to see breath-taking results.

Strategy 2: Syndication on other websites

When considering the best practices for content syndication, these two steps are critical for effectively distributing your content on external websites:

  1. Syndicate the content on a site having a larger size than your site
  2. Syndicate the content to a medium size site like yours

The first method is the most common and well-tried, and tested method. The second method is also fruitful, making people see your post on their site. Both techniques help generate more leads and boost your readers’ number considerably.

Strategy 3: Syndication with the help of Email marketing

B2B email marketing, a conventional yet effective approach for B2B firms, stands as a proven method for capturing and engaging with high-potential leads through dedicated time and effort.

Email keeps your prospect connected to you, no matter at which stage they are in the cycle. Numerous options, like MailChimp or Aweber, help create excellent content to catch your prospect’s eyeballs.

Strategy 4: Third-party content syndication on your website

It’s a well-known misconception that hosting third-party content only benefits third parties. But, it has benefits for your brand as well, which are:

  • The foremost benefit is that you’ll be drawing their audience to your website.
  • If the published content is high order and relevant to your product or website, that information will impress your audience.
  • Hosted content adds value to your product or service, attracting more people to take advantage of your offer.

Just remember to handle the volume of third-party content you are hosting, carefully.

Conclusion

As a content writer, people normally follow the below cycle:

Research>Write>Publish

But in the B2B space, staying calm after publishing the content is not enough. If you want to be successful in this, you need to add one more step of syndication. It will be like this:

Research>Write>Publish>Syndicate

B2B content syndication solutions will not only help you reach a new audience but also give your brand recognition. Stop waiting and start syndicating your content with Binary Demand!