Content syndication platforms are an effective way for B2B companies to maximize the reach of their marketing content.
What is syndicated content?
Syndicated content is content that’s been redistributed across a third party’s website or platform with the goal of reaching your target audience on a larger scale.
Benefits of content syndication include maximizing your investment in content marketing, while establishing your brand as an authoritative voice in your industry.
In Gartner’s recent Buying Journey Report, B2B decision makers spend around 45% of their time researching solutions to their problems in comparison to the 17% of the time they spend meeting potential vendors.
Decision makers are spending their time looking for solutions rather than spending time in meetings about your solutions to their problems.
By placing your content in front of your target audience again and again, whether they’re ready to make a decision or not, you’re leveraging a marketing phenomenon called the “Mere Exposure Effect”.
The more repeated encounters a consumer has with a company, the more likely they are to reach for their solutions before a competitor’s – brand recognition builds brand credibility.
But, why does my brand need this if we already have an established marketing presence?
Not only do syndicated content solutions increase brand awareness, but they also give marketers valuable insights into their target audience.
Syndicated content funnels consumers to “gated” content on websites and platforms that help capture vital consumer data and nurture leads through your sales funnel.
Both established and emerging B2B companies find immense value in B2B content syndication’s ability to bypass outdated mailing lists, reach their target market efficiently, increase lead generation, and improve traffic through backlinks and CTAs (calls to action).
Put your content into the hands of your highest converting audiences. 🤑
What is content syndication marketing?
Content syndication marketing is a marketing strategy that repurposes your content by publishing it across other platforms and websites, leveraging a third party – like our team at ViB – and their network to capture user intent data and increase your content ROI (return on investment).
According to a recent B2B marketing trends report by ViB, repurposing content is the #1 trend B2B marketers are adopting, ahead of emerging trends like generative AI (that means tools like ChatGPT).
The Content Marketing Institute also found that the top performing B2B companies are amplifying their content using outside parties. But, only around 27% of companies are using content syndication marketing strategies.
What does this mean?
As digital channels and content production increase, reaching your desired target market will only get harder.
That’s why it’s so important to outpace your competitors by reaching the right people at the right time, no matter the evolution of the digital landscape.
How B2B content syndication works with ViB Syndication
ViB’s marketing solutions are aimed at providing a highly tailored demand generation formula that reaches active end-users through thought leadership – one of the most effective ways to demonstrate value to your target audience.
Here’s how we syndicate your content:
Step 1: Determine the criteria for targeting so your content can be syndicated only to those who match your ideal customer profile. ViB will segment the community by geography, title, level, technology, and more.
Step 2: Provide the content. ViB will republish your chosen asset(s) on our community site. Some of the content formats can be white papers, reports, long and short form content.
Step 3: We promote the content download page with targeted outbound campaigns to your ideal customer profile. The leads you get will only be shared if match the target criteria that was previously identified in step 1.
Qualified demand generation just got easier.
🤫 PS: Want to learn more about our content syndication program? Chat with us, we’d love to show you more!
Get 2-3x more downloads with content syndication
What is paid vs. free content syndication?
Along the way, the biggest question most marketers ask is:
Paid content syndication allows your team to reach your marketing goals while freeing up your schedule, leading to greater productivity and innovation.
At ViB we’ve nurtured relationships within our network of millions of technology professionals and they trust us to provide quality solutions to their problems – your tech solutions.
Free content syndication has less targeting potential and requires hours of your valuable time.
Take back your time and crush your KPIs.
What are the most common paid B2B content syndication solutions?
We’ve explored the impact B2B content syndication platforms can have on your bottom line, now let’s take a look at the most common types of paid solutions offered by syndication and demand generation agencies.
Solution 1: Advertise your content on major websites
This approach involves placing your content on major publishers’ websites, in the form of native ads or sponsored content.
We like that this approach gives you control over the placement of your content. However, the audience may not actively seek your content, limited targeting opportunities, and unpredictable content discovery.
Solution 2: Pay a content syndication service provider to distribute your content to a collated database
Content syndication agencies like ViB Syndication distribute pre-made content (white papers, videos, webinars) to a targeted database of potential leads.
With ViB for example, that network is filled with targeted tech prospects who opt in to receive the content. Score!
How much does content syndication cost?
It all sounds too good to be true. What’s the catch? Will content syndication solutions throw me over my budget?
On a cost-per-lead basis, leads could range from $40 to over $100 across all platforms. The cost usually depends on your targeting criteria and the level of customization required, so we encourage you to reach out to specific providers for a pricing quote.
ViB’s content syndication service’s CPL starts around $50 with a qualified lead guarantee. But for a limited time, you can start a trial to generate qualified downloads at $25 per lead – practically a steal!
The cost of content syndication also varies according to the specific services or pricing models offered.
For example, most native platforms that use editorial networks charge per click. Those content placements are similar to ads and require you to bid with CPC (cost per click) rates which range from $0.4 to $3. Although these may be viewed by a large number of consumers, they do little to guarantee your specific target audience views the content.
If you work with a content syndication platform or providers that charge a flat fee per campaign or license, expect to pay around $1,500 to $5,000.
Our recommendation is always the pay per lead model that helps you get assured results and calculate your ROI. ViB’s B2B content syndication platform offers a pay-per-lead option so you can easily start small and scale up as you’re satisfied with the results.
What to consider when choosing a content syndication platform:
Choosing the best B2B content syndication provider for your business depends on many factors like these:
- Audience match – In order to choose the best content syndication platform you need to first have a good understanding of the profile of your ideal customer. For example, you wouldn’t go to a bakery to buy a tire would you? It’s a silly example, but it’s meant to illustrate that your first priority is to choose a platform whose readership, community, or user demographics align to your ideal buyer. Otherwise you’ll get a bunch of downloads that do not align to your needs.
- Authority – Look for websites that have a large audience of active readers (or subscribers) who expect to consume content from that vendor. Any community that relies on that company to provide them introductions and recommendations for services and technology is a must.
- Cost – Let’s face it, content syndication can be expensive. Make sure you choose a platform that offers affordable and flexible pricing that doesn’t have too high of a cost per lead (CPL).
- Type of deliverable – Is the platform providing you a guaranteed result? If not, it’s time to ask for one. Make sure you choose a provider, like ViB, that commits to driving the results you need vs. providing vanity metrics and volumes of “leads” that may not match your criteria (see audience match above).
And remember, the most impactful B2B content syndication agencies are those that offer transparent, highly tailored solutions to fit your company’s marketing goals.
Best content syndication platforms
So, what are the most commonly used syndication platforms to fill your pipeline with end-users looking to take action?
- ViB – promote your content on the tech-based ViB Community portal, where ViB Community members can voluntarily download content. ViB Syndication uses a pay-per-qualified download model for guaranteed leads.
- Taboola – best used for companies looking for native display ads. All interactions are the responsibility of your company.
- Reddit – share content via posts or comments. High-volume network with cluttered content. Reddit’s platform has a low probability of generating high-converting leads with ease.
- LinkedIn – publish articles or share content via posts. Companies can increase their reach by following decision-makers, but there are no real systems put in place to facilitate long-term growth and success.
- Medium – open publishing platform where people can share content. Relies on an algorithm that’s less likely to reach your desired target market.
- Quora – question and answer discussion platform that requires companies to individually answer questions from a target consumer to get noticed.
Each platform has different objectives that touch different aspects of your target audience. The most commonly used content syndication platforms have one thing in common – they market to the masses.
Breaking through the noise is harder now than ever with consumers making thousands of decisions every day. Untargeted mass marketing efforts make little to no difference in your bottom line.
In order to see ROI from your content syndication, you’ll need a precise customer segmentation strategy.
Unlike many of the most common content syndication platforms, ViB is a demand-generation marketing agency that accelerates your pipeline with vetted industry professionals ready to make decisions.
Members of the ViB Community are segmented by their demographics, firmographics, and even interest – backed by a zero-party data approach, where consumers are the ones providing their information directly to us.
With our network of millions of tech leaders, our streamlined process puts your solutions in front of the decision-makers looking to solve their problems.
💡 See how we build a qualified community with zero-party data.
See the 10 B2B data providers we trust
Content syndication example
Don’t take our word for it, let’s learn about the success of a recent partner, Google.
Specifically, our client is a Google Cloud and security operations platform that delivers orchestration and automation solutions.
VP of Demand Generation, Mike Hardwicke Brown, and his team spent a significant amount of time creating high-quality content but had trouble reaching vast numbers of their target audience.
So, they reached out to our team at ViB with specific goal-reaching criteria:
- High ROI
- No content fatigue from oversaturation
- Scalable results
By bundling ViB Syndication with ViB Appointments, we helped Google achieve:
The consistency in the number of high-quality leads mitigated budget waste and freed up time in the team’s schedule, which allowed for greater productivity and increased innovation – and they’re not stopping there!
Great content and targeted distribution lead to unparalleled results.
How to decide if a B2B content syndication vendor is right for you
As marketers, our success is judged by the analytical proof of increasing conversion rates, engagement rates, and improving brand awareness while weaving your brand story throughout every piece of content. It’s exhausting and frankly, overwhelming.
Around 45% of marketers are using third-party consumer data to acquire new customers. Meaning, your competitors are using data from sources like syndication partners to inform their marketing efforts. It’s crucial your partner is delivering accurate consumer data.
It’s important to find a content syndication partner that understands your objectives and comes alongside you to reach your goals. After all, your success is their progress.
Here are some things you should keep an eye out for when choosing a syndication partner:
- Do they offer a range of services that can be customized to meet your specific goals?
- Do they have a solid portfolio of brands to attract new consumers?
- What are their success stories and results like?
- Can they commit to a full digital trail (aka do they value transparency?)
The biggest question you should ask is: Do they understand my goal with respect to my target audience and can they prove their success through numbers?
Working with a partner that offers a trusted, transparent demand-generation solution is invaluable.
Content syndication networks
Here’s one last concept before we end this guide. So are networks similar to content syndication platforms? Well, not really.
A content syndication network is a network of publishers or websites that agree to distribute content from various sources. Remember that a content syndication platform refers to the tool or service that facilitates and manages the process of content syndication.
Getting started with B2B content syndication lead generation
You’ve made the decision to integrate a content syndication platform into your marketing strategy, what’s next?
Get all the details you need to take the next step with our ViB Syndication datasheet: