How to Use Content Syndication to Generate Leads

Content Syndication to Generate Leads

By Binary Demand - Last Updated on November 4, 2022

Every B2B enterprise strives to increase lead generation and, consequently, sales. Possessing top-notch lead generation tools alone is insufficient; organizations must effectively capitalize on every B2B prospect they encounter. One area of particular focus is B2B content marketing, and there’s no better method than content syndication to achieve this. Content syndication plays a vital role in populating the B2B marketing funnel with prospective buyers. It can substantially improve a website’s visibility on search engines and increase the volume of leads entering the top of the sales funnel.

But as the saying goes: Content is king. While this is true for general consumers, when it comes to B2B marketing, quality content is a must. In a very competitive market, you’re not just trying to sell a product or service; you’re also trying to build relationships and earn trust.

Currently, customers and corporations view corporate blogs as a reliable source of industry information. Before a lead even visits your website for the first time, your content can be used to educate, engage, and qualify them. When blog posts are channelized via different online channels, they significantly impact how the business community perceives your company, thus affecting brand credibility and trust.

Elevate your business through effective B2B content syndication services. Learn why it’s essential to discover strategies for enhanced brand recognition in this article.

Content syndication in brief

Content syndication is the process of sharing existing content on various online platforms via different channels to allow it to reach the right audience. B2B marketers employ it to generate more leads via their content. The concept is simple enough. We will now show some of the benefits of content syndication.

What are the benefits of B2B Content Syndication?

Content syndication holds the power to bolster the lead-generation efforts of any company. It helps enhance exposure and brand reputation by not just allowing firms to interact with the target audience directly but also offering hints into what the audience is looking for besides offering an opportunity to qualify leads based on their likeliness to buy.

Some of the benefits of content syndication are as follows:

Reach your target audience directly:

One of the major challenges with content marketing is getting the content to the right people. Businesses often hope their prospects see their content at the right time. B2B content syndication eliminates the guesswork. Intent data allows businesses to find warm leads looking for their kind of product or solution. Then, they can call or send a cold email to connect with prospects, show them relevant content, and ask qualifying questions. Asking qualifying questions during the outreach process allows one to determine the lead’s quality and plan the next contact.


Even the best B2B lead generation strategy runs the risk of growth in traffic to the website. But traffic is often just a vanity metric, and businesses must still focus on the number of leads their campaign generates. We are certain you will not complain about more traffic!

Prospect Qualification:  

How would you like to determine if a lead is worth following up on before your sales team makes an outreach? You can do this with outbound B2B content syndication strategies. With cold email and telemarketing, you can ask questions to determine if a prospect is a B2B Sales Qualified Lead (SQL). Want to outsource cold emails and telemarketing syndication? Get in touch with B2B content syndication service providers.

Lead Generation:

B2B content syndication turns your content into a lead-generating machine. With inbound methods, you can use third-party platforms to reach relevant audiences. People often consider outbound methods more effective than inbound ones, but they are harder to use (as any sales team knows, cold calling and cold emailing can be tricky). Outbound content syndication lets you connect directly with warm leads by using your best content to drive the conversation. You can qualify leads and build a good relationship with them.


Your credibility will increase if you write authoritative guest posts, generate new backlinks, get mentioned on social media, co-host engaging webinars, and talk to prospects over email or the phone. Content syndication is a wonderful way to build trust in your target market. It requires hard work, but it is worth it if your customers are more likely to choose you over a competitor.

Brand Awareness: 

Content syndication campaigns can bring much attention to a brand. Getting guest posts on authoritative sites or having your article featured in a leading industry newsletter will help you reach new audiences. Even if people do not buy from you immediately, they know your brand name. In the future, they will be more interested in what you are trying to sell them. With the help of your telemarketing campaigns, you can contact qualified prospects to whom you can give helpful information. Even if those prospects do not buy right away, they’ll be aware of you, and you can work with them to make a sale later.


Guest posting on essential and relevant websites is a sine qua non for B2B marketing strategies. Most sites let you link back to your site from guest posts or your author byline. This creates backlinks that will help offer sitewide SEO benefits and enhance traffic. Finding places for guest posts can take much time if you do it yourself. You can speed up this process by using a service to spread your content.

Measuring the success of your B2B content marketing efforts

Content marketing is a strategic approach that can help achieve various marketing and sales goals. But how do businesses know if their content marketing efforts are successful? Here are a few ways to measure the success of B2B content marketing:

  • Check out your social media followers and engagement: If you see an increase in social media followers and engagement, it means people are interested in what you’re sharing.
  • Look at your website traffic: If you see an increase in website traffic, it’s a good indication that your content resonates with your audience.
  • Measure your ROI: If you see a positive return on investment (ROI), it means your content marketing efforts are paying off.
  • Evaluate your lead generation results: If you see an increase in leads, it means your content is helping you reach your marketing goals.

Content marketing can be a great way to achieve your marketing and sales goals. Creating and sharing valuable content can attract, engage, and convert prospects into customers. To measure the success of your content marketing efforts, look at your website traffic, social media followers and engagement, lead generation results, and ROI. If you see positive results, keep up the excellent work!

Barriers to Effective Content Syndication Campaigns

B2B Content syndication is not an easy process. When syndicating for the first time, businesses are bound to face a few obstacles. One of the foremost challenges that need to be encountered is having sufficient resources for execution, attaining personalization, tracking effectiveness, publishing content based on user behavior, using the right syndication techniques, and figuring out potential consumers.

Businesses must target the right people, whether inbound or outbound B2B content syndication. As for inbound marketing, the sites where you will guest post or business with whom you will co-market need to be selected carefully.

On the other hand, with outbound techniques, you need to take a closer look at the list of prospects and ensure they fit the ideal client profile. Without this, you would just be killing time with unqualified leads. Never mind if your targeting is poor, you will still be able to get excellent leads, but you will not be able to scale your efforts or guarantee results.

Recap – Using B2B Content Syndication to Drive Sales

A B2B content syndication company assists in qualifying, engaging, and nurturing prospects, ultimately converting them into valuable leads. Your content will function as a highly efficient tool capable of generating Sales Qualified Leads and driving sales for your organization.

Content syndication campaigns are limited by resources, personalization, dynamic content, buying stage direction, budget, diversity, quantification, and new additions. But with the right content syndication strategy, you can generate more SQLs through the traffic from your website, backlinks and even in many cases, reaching your audience directly.

To learn more about how Binary Demand can help with your content syndication, get in touch with us here.