5 Ways to Generate B2B Content Syndication Leads That Convert

April 24, 2024

ViB Editorial Team


Topics we'll cover

Content syndication is not the new kid on the block. It has existed for years only to go under the radar. But lately, B2B marketers are realizing the potential of B2B content syndication leads and paying more attention to this strategy.

What are B2B content syndication leads?

As we all know, content syndication is the redistribution of valuable content across multiple platforms and channels to generate MQLs and SQLs, usually for B2B. Plus, the tactic also extends the visibility and reach of your brand, positioning you as a thought leader in the industry. 📈

So, the B2B content syndication leads are the contacts that have viewed or downloaded your content. They’re usually net-new audiences beyond your original reach. 

By downloading or viewing your content, these syndication leads gain awareness of your brand. If you’re syndicating and asset that strategically aims to convert readers into potential buyers, they’ll likely get a good sense of your solutions too.

Content syndication plays a major role in the overall marketing strategy because it amplifies content and generates convertible leads 🔊

  • It brings your content to the attention of your target audience, especially C-suite level executives who are in a decision-making position.
  • Extends the reach of your content
  • Creates qualified leads that convert.

Evaluating B2B content syndication partners

However, the question remains about how to properly use content syndication to generate these leads. Let’s find out.

How can content syndication partners help you generate leads?

Content syndication does not work in mysterious ways. Here are some instances of how it can bring in qualified leads straight to you:

  • It places your content on relevant platforms to amplify its reach and visibility. By using content syndication, you can share your valuable content on high-traffic websites, increasing the chances of it being noticed by your target audience.

    Whether it’s an ebook, whitepaper, or an industry blog, content syndication platforms increase the visibility of your brand and capture the attention of leads who might not have noticed you otherwise.


  • Content syndication brings your content to people who are looking for the solutions you provide.
    When you partner with niche platforms that serve your target audience, it makes sure that your content is seen by that segment of the industry that is interested in your services and products making them more likely to convert into high-potential leads.


  • Collaborating with reputed content syndication platforms also enhances your brand’s credibility and authority in the industry. This enhances the trust people have in your brand which is crucial in the decision-making process. Once the customers trust you and see you as a credible source they will be more likely to see what you have to offer.


Content syndication therefore uses various techniques to bring in leads to businesses looking to expand their impact in the industry. Now let’s move on to how to redistribute your content using the various types of content syndication methods.

Graph of benefits of b2b content syndication

Ways to generate content syndication leads

While B2B content syndication as a whole helps you amplify content and bring in leads, you will first have to understand the different methods in this strategy to choose the right one. 

There are two major types of content syndication: Free and Paid

Let’s understand each of them separately to see which one fits your marketing strategy the best

Free content syndication

In free content syndication you will have to pitch your content to relevant publications and hope that they will agree to publish it 🤞. 

While it is cost-effective to go for free content syndication, it requires a lot of effort to get your content mentioned on these websites or get a backlink to it, at the least…

Not to mention free content syndication is time-consuming as well and you need to find the right platforms, work with them to build trust, and then pitch your content in an enticing way to get it published.

The downside of free content syndication is that you can’t track the results, and there is no way to target your audience 🎯 or have any control over the leads you receive.

Some examples of free content syndication platforms are:

Social media platforms

  • LinkedIn
  • Twitter
  • Facebook


Blogging platforms

  • Medium.
  • Blogger
  • WordPress.com

Content aggregators

  • Feedly
  • Flipboard

Forums and communities

  • Reddit
  • Quora
  • Stack Exchange

Paid content syndication

Paid content syndication does not take as much effort as free content syndication. Here you pay external platforms and networks to place your content where your target audience is available.

Therefore, your content is seen and read by an audience that is already interested in the services or products you offer 📈. While paid syndication does bring in more targeted and measurable leads, there is an obvious catch to it i.e. money.

Yes, you will have to pay syndication fees on a cost-per-lead basis that can range anywhere between $35 to $100. So, you must choose the right platform to help your content reach the right audience 🔍.

Common platforms for paid content syndication

  • ViB
  • Outbrain and Taboola
  • Zemanta
  • PulsePoint

Best practices for B2B companies to get the best content syndication leads

Content syndication is very beneficial, so many businesses are adding it to their marketing plans.

If you’re thinking about using content syndication, here are some tips and strategies to get you started:

#1 Understand what your target audience wants

The first step to creating good content for syndication is to know for whom you are making it. Once you create your ideal customer profile (ICP), it will help you to identify the topics, the type of content you should create, and the kind of syndication partner you need to choose to redistribute your content.

The best way to create an ICP is to analyze your current customer data and segment it based on buying patterns, demographics, interests, and what stage of the sales funnel they are in.

#2 Identify your high-performing content

Putting out any content on the syndication platforms won’t bring in the leads you want. So, I recommend identifying your highest-performing content for the syndication program using the steps given below:

  • Use Analytics to identify engagement and conversion rates of the gated content on your website.
  • Carry out a content audit to determine the best-performing content that you and your team created recently.

#3 Select the right syndication partner

I would recommend you to work with a syndication network like ViB, who have a proven track record and numerous success stories from the past where they have bought in convertible leads. Platforms like ViB will help you reach the audience you are looking for and the solutions you offer.

By following these tips and best practices, you can enhance the benefits you get from content syndication that will increase lead quantity and quality.

Successful content syndication examples

I have already spoken about ViB quite a few times throughout the article. Now, what sets ViB apart is that it segments your audience and delivers your content to your ideal customer.

Unlike other content syndication platforms, ViB rapidly populates your lead pipeline with pre-qualified and interested industry professionals. 

Our platform adopts a zero-party data approach, where decision-makers voluntarily join the ViB Community. This places your solution directly in front of high-tech professionals actively seeking it. 

Let’s look at how effective this is through a ViB content syndication case study.

Abnormal security content syndication case study by ViB

In our case study with Abnormal Security, the company aimed to reach C-level executives and senior roles—a challenging market to break into. 

By using ViB Content Syndication, Abnormal Security now generates between 1,000 and 1,500 leads per quarter, opening up significant sales opportunities worth over $800,000 each month

Additionally, they have experienced better lead quality, and higher conversion rates, and received positive feedback from their sales teams.

Screenshot 2024-04-10 175428

The best content syndication tools and services for B2B marketers

Are you looking for cost-effective ways of getting your content seen and bringing in qualified leads?

These content syndication strategies can help you achieve just that:

1. ViB

As I said before, ViB is a paid content syndication service that connects B2B marketers with targeted audiences across various platforms.

With ViB you can place your content in environments frequented by your target demographic. This ensures ensuring that your materials reach those most likely to be interested.

2. Social bookmarking sites

Share your content on these platforms with appropriate tags and descriptions to improve discoverability and visibility.

These platforms help attract traffic to your site from users searching for related topics, thereby increasing potential lead capture.

3. Content networks

These networks enable targeted distribution by placing your content on relevant sites where your ideal customers are already active.

They offer advanced targeting options, helping your content reach the right audience and driving more qualified traffic to your site.

4. Q&A forums

Engage in platforms like Reddit and Quora by answering relevant questions and linking back to your detailed content.

Establish thought leadership and credibility, attract traffic from interested users, and convert them into leads. Your insightful answers can point back to your resources and help in bringing more leads.

5. LinkedIn publishing

You can publish articles and industry reports directly on LinkedIn to leverage your professional network.

Publishing on LinkedIn boosts brand visibility and establishes your reputation as a thought leader in your professional networks, drawing in potential clients who encounter your content on this reputable platform.

Looking to quickly generate content syndication leads? 

ViB specializes in strategic content syndication that gets your content seen by the right audience 👀. We’ve successfully worked with major companies like Google, and they’re ready to help you too.

With ViB, content syndication becomes straightforward and effective. We handle everything, allowing you to focus on creating great content and converting leads.

Ready for results? Contact us today to discuss a personalized plan tailored to your needs. Start with their exclusive trial and see how easy it is to get qualified leads. With ViB, success is guaranteed.

Try ViB Syndication’s exclusive trial here!

Need more info to get started with B2B lead generation?

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