What is syndicated content?
Simply said, syndicated content is republishing of collateral on another website to expose the content to a broader audience. When you re-publish your original collateral somewhere else that content is then syndicated.
When a business invests effort, money, and time into creating the best possible marketing content, it makes sense that they would also want to maximize the use of the content. B2B marketers use content syndication services to maximize brand awareness, drive traffic to their website, and capture leads for any call to actions (CTAs) within the content.
B2B content syndication is a helpful marketing channel when your organizations mailing list (also known as a contact database) is limited. And the content that is syndicated can be anything: an article, a video, an eBook, a white paper, etc. which can be published on different websites to generate views or downloads.
Content syndication platforms are an effective way for B2B companies to maximize the reach of their marketing content.
What is content syndication marketing?
Content syndication marketing can be a very valuable strategy for B2B companies that want to increase the reach of their marketing content beyond what they are able to accomplish through organic means. A content syndication strategy could potentially expose a company’s content to many more interested buyers who are in decision-making positions in fields relevant to the topic.
Often big brands partner with publishing companies to promote their content in front of the right audience. A recent survey from SalesBox, says that 67% of B2B marketers use content syndication marketing as one of the tactics for lead generation.
ViB is one of the many companies which provide paid content syndication services for B2B companies. ViB partners with B2B companies to promote their high-value content within the ViB community of technology influencers and decision makers.
ViB’s marketing services aim to help B2B companies’ increase awareness, lead generation, and market research in a way that will promote their products and services to potential customers. While the service is relatively simple to use as a marketer, the first step is to focus on choosing the right piece of content to gain traction and ultimately leads.
A few content assets that are regularly used for content syndication are:
- Infographics – Graphical visualization of a topic that uses minimal text and often helpful statistics
- White papers – A long-form piece of content that is generally the most in-depth, or technical, representation on a topic
- Ebooks – An electronic/digital copy of a book
- Blogs – A more informal discussion on a topic, such as an opinion piece, generally written by a single author
- Reports – A research-based asset that sometimes is performed by a third-party research fi’
B2B content syndication services
There are a variety of paid vs. free content syndication services to choose from. Is it worth investing in paid content syndication? What will you get by paying for content syndication services? Content syndication is one of many choices for B2B lead generation services.
A few of the benefits of content syndication:
Drive awareness for your products and services
Most paid content syndication services have a large network to help your products and services get maximum exposure. Let’s face it, your mailing list is limited, and syndicating your content on different websites combined with back links and referrals can be a great tool to drive awareness and grow followers.
Generate high quality leads
Content syndication services can help B2B companies generate quality leads. Why? The audience is self-selecting to download your piece of content. This likely means they have some intent around the topic you’ve written about. The data they have provided from the form fills, to download the asset can help you meet your marketing qualified lead (MQL) goals.
Drive more website traffic
If you syndicate your content through a third-party website, they will offer you backlinks which ultimately ensures that there will be more traffic to your website. All you need to do is make sure that the marketing content that you want to syndicate is worth your customer’s time.
Content syndication SEO
Content syndication can also simultaneously boost your SEO efforts. More readers, simply means a boost in authority through back links and referrals, which ultimately will aid you to rank higher.
Get 2-3x more downloads with content syndication
Content syndication lead generation
B2B content syndication platforms like ViB Syndication can provide a systematic approach to content syndication lead generation. Here’s how we do it at ViB:
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.
Wondering how much content syndication costs? ViB’s B2B content syndication platform offers a pay per lead option so you can easily start small and scale up as your’e satisfied with the results.
One of the benefits of content syndication services is that the cost per lead is predictable compared to other digital marketing channels.
Best content syndication platforms
Content syndication platform is an ideal way to maximize the promotion of high-value assets. According to a report by The Marketing Insider Group, 30% of B2B marketers consider content syndication as their most successful lead generation tactic. If content syndication is still not yet a part of your marketing mix, you should consider including it as part of your broader strategy.
Best practices for choosing a content syndication platform:
- 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).
68% of the professionals in VIB’s community of qualified decision makers are in IT roles or other kinds of technical roles and 48% of the professionals in the community are in a management role, including high-level positions like VP, Director, or CEO. ViB has constantly exceeded client’s expectations for content syndication services. Check it out.
See the 10 B2B data providers we trust
Content syndication example
A good content syndication example is Siemplify. Siemplify, a Google Cloud company, provides a Security Orchestration Automation and Response (SOAR) platform. As they were growing their brand they began searching for content syndication vendors to expand their reach. They tried 15 content syndication vendors and experienced two problems. 1. Not every vendor could deliver the results, and 2. Even when they did, results weren’t sustainable as the vendors quickly saturated their available audiences, resulting in pipeline dips after just one quarter.
VIB is the only provider they’ve worked with who exceeded expectations, and was consistently working to improve performance.
VIB generated significantly more pipeline for Siemplify through content syndication services and achieved a 50% lead-to-opportunity by bundling up ViB Syndication with ViB Appointments.
For Siemplify, using VIB Syndication they achieved:
B2B content syndication vendors
Finding the right content syndication vendors can be a great way for B2B companies to expand the reach of their marketing content and generate more leads. This can be a significant benefit for B2B businesses to attract attention from buyers who might never have found the content without the help of syndication.
Content syndication is an affordable and effective marketing tactic to increase readership; By giving you exposure to a larger audience and helping you grow your contact database.
Content syndication doesn’t take a lot of effort either, you can start right away. All you need is an asset that speaks to a topic you know your target buyer will be interested to read. Then, select a B2B content syndication vendor whose audience aligns to your ideal customer profile. Next, they have delivered consistently meaningful results to companies like yours.
Content syndication networks
Content syndication networks are a valuable tool for B2B businesses looking to generate demand through content marketing.
A content syndication network is a platform that allows businesses to submit their content for distribution to a variety of partner sites. These partner sites may include news websites, blogs, and social media platforms. Content syndication networks typically work by either pulling in new content from an RSS feed or by displaying a preview of the content on the partner site, with a link back to the business’s website for the full article.
So how does a content syndication network differ from a content syndication platform? While both types of platforms can be used for content syndication marketing, there are some key differences between the two.
A content syndication platform is typically more focused on a specific industry or topic, while a content syndication network is more general in nature. A content syndication platform may also offer more advanced features and tools for managing and tracking the distribution of content. Additionally, content syndication platforms may require a fee for their services, while content syndication networks may be free to use.
By understanding the differences between the two, B2B marketers can effectively choose the right platform to meet their needs