Content Syndication Lead Generation Secrets for Tech Marketers

April 19, 2024

ViB Editorial Team


Topics we'll cover

Are you frustrated by crafting amazing content that only a few eyes land on 🫠? Unlock the power of B2B content syndication for lead generation – your secret weapon! 

Content syndication is all about sharing your existing content on relevant third-party websites. This amazing marketing initiative lets you reach a whole new audience of potential customers.

This means more leads, which ultimately drive sales.

Before diving into content syndication, consider whether you prefer a free content syndication or a paid content syndication approach.

Types of content syndication

As you may already know, content syndication comes in two forms: free and paid content syndication.

Both free and paid B2B content syndication options have their merits:

Free content syndication: Perfect for budget-conscious marketers. It requires more effort, as you’ll need to identify relevant platforms and pitch your content to them individually, or create individual content for them without sharing on your site. You can think of it as free PR for your content.

Paid content syndication: You partner with a content syndication service to get your content on major publications or targeted platforms. This is a great time-saver and can get your content in front of the right audience. You can think of it as paid marketing for your content.

For B2B tech marketers like yourself, prioritizing quality leads is key. Paid content syndication enables you to reach prospects actively seeking solutions like yours.

This means faster lead generation and brand building without the hassle.

Why do marketers love B2B content syndication for lead generation?

Generating leads can be challenging in the face of rising advertising costs and shrinking budgets.

Content syndication offers a solution by expanding your content’s reach to a broader audience across relevant websites.

Discover the reasons why marketers are drawn to B2B content syndication for lead generation:

  • More website traffic: It attracts new visitors and boosts brand awareness.
  • Higher quality leads: You reach people already interested in your products or services.
  • Faster lead generation: You get results quicker than organic search alone.
  • Brand awareness boost: Every reader strengthens your brand image.
  • Build thought leadership: Establish yourself as an expert in your industry.
  • Supercharge your SEO: Backlinks from syndication improve search ranking.
  • Scalable ROI: New audiences mean more value from your content. This results in bigger returns over time.
  • Save time and effort: B2B content syndication vendors can manage the syndication process, freeing up time and resources for your team and company.

What are the best content syndication platforms?

Content syndication platforms serve as connectors, linking your content to specific audiences across various websites and social media channels. Envision each platform as a distinct voice.

Explore these top-notch free and paid platforms to enhance your content syndication strategy:

  • Taboola: This paid content syndication platform targets professionals actively researching industry solutions through paid placements.
  • Reddit: Reddit engages niche communities with relevant content, fostering organic discussion.
  • LinkedIn: This business networking platform shares industry insights and connects with professionals in your target audience here you can share and easily repurpose your content without paying. It provides a space to share and repurpose your content without any cost.
  • Medium: This content syndication network publishes thought leadership pieces that reach a broad audience seeking knowledge.
  • Quora: On this complimentary platform, you have the opportunity to offer expert insights on industry-specific questions, establishing yourself as a credible authority in the field.
  • ViB Syndication: Gets your content in front of millions of qualified tech professionals on the ViB Community portal. They can download your content for free. This means you only pay for verified leads that show strong interest. That’s why it’s our top choice.

As you can see from this list, many syndication platforms blast content to a broad audience. But with so many daily choices, targeted leads are key.

ViB does it differently: We’re a demand-gen agency, not a mass marketer. We segment our millions of tech professionals using zero-party data (they tell us what they need).

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This puts your solutions in front of ready-to-buy decision-makers, accelerating your sales pipeline. 💰

How does content syndication work?

Tired of your content reaching a dead end?

Content syndication is an effective strategy that involves placing your content on the right websites to reach new audiences and achieve your marketing goals.

Here’s a step-by-step guide to get you started:


Step 1. Define your content syndication objectives

When it comes to content syndication, the first step is defining your goals. Are you aiming to boost brand awareness? This means getting your company name in front of a wider audience and building recognition. 

Or is your primary focus on lead generation? In that case, you want to attract potential customers, also known as Marketing Qualified Leads (MQLs).

These are the people who have shown interest in your products or services. 

Understanding your goals from the outset will help you tailor your content syndication strategy to get the results you desire.


Step 2. Know your resources

First, consider your budget. How much are you comfortable spending on this marketing initiative? Content syndication lead generation can involve partnering with platforms, vendors, or websites. These partnerships often have associated costs.

Next, think about your team’s capabilities. How much manpower do you have available to create and manage the content?

This will help you find out how much content you can realistically create. It will also help you find out how much support you might need from syndication partners.


Step 3. Identify your audience

Who are those ideal customers you’re hoping to attract? Understanding their needs and interests is key.

Focus on qualified leads that align with your ideal customer profile (ICP). Choose partners with “actively engaged” audiences.


Step 4. Find the right content syndication lead generation partner

Seek out content syndication services that align closely with your target audience. Additionally, prioritize partnering with reputable vendors or platforms known for their trustworthiness.

These connections can provide valuable case studies to enhance your strategies.
Ensure your goals align with theirs. Are you focused on boosting brand awareness or generating leads?

Select partners who excel in achieving those precise objectives.

Step 5: Repurpose, adapt, and optimize

Avoid reinventing the wheel! Repackage your top-performing content for different platforms to maximize its reach.


Step 6. Track and measure

Monitor your content’s performance by focusing on engagement and leads. Analyze this data to understand how your content influences your audience. Explore conducting A/B tests with alternative content that may be more suitable for your Ideal Customer Profile (ICP).


Step 7. Nurture your leads

Ensure leads stay warm! Cultivate relationships to guide them towards becoming loyal customers.

 What to look for when choosing the right B2B content syndication lead generation vendor?

 It’s really important to choose a partner for sharing your content who understands what you want to achieve. Plus, they should work with you to make it happen. Their success depends on your success.

 When picking a partner, here are some key considerations and questions to ask:

  • Do they offer target audiences that match your ideal buyer persona (ICP)?
  • Does the website have lots of active readers or subscribers who regularly expect to see content from the site?
  • What kind of pricing model do they have?
  • How many of its leads are qualified and unqualified?
  • Do they offer guaranteed leads?
  • Does the platform offer different services that can be changed to fit what you need?
  • What have they achieved before, and how well did it work?
  • Do they believe in being open and showing everything they do online?

Working with a reliable demand generation service is a must for your content syndication campaign’s success.

How to choose what content to syndicate

Content syndication can be a lead generation powerhouse – but only if you fuel it with the right content.

Some popular formats for content syndication are given below:

  • Reports: Share industry insights and attract qualified leads with data-backed reports.
  • Ebooks: Gated ebooks with valuable guides generate leads in exchange for contact info.📖 
  • Whitepapers: Deep dives with expert analysis on specific topics attract qualified leads.📄🔍
  • Webinars/Videos: Interactive formats engage audiences and leave lasting impressions. 🎥
  • Infographics: Visually appealing summaries of complex data for easy sharing.

Generating your content syndication leads with a fixed cost-per-lead (CPL)

After reviewing all the details we’ve covered, you might be concerned about lead generation costs in content syndication and,  it may seem too good to be true but trust me, it’s not!

Here’s a breakdown to empower your decision-making process.

Typically, companies charge 1-3% of your average deal size. For a $10,000 product, your CPL could range from $100 to $300.

 You can figure out the total cost by multiplying this price by how many leads you get.

The cost is typically between $40 and $100 per lead. ViB offers qualified leads starting at $50.

Pick a content syndication service that fits your budget, target audience, and marketing goals. Don’t just focus on the lowest price. Aim for qualified leads who are likely to become paying customers.

This can maximize your return on investment (ROI).  

ViB's approach to content syndication

Ready to unlock the power of content syndication for lead generation? Here’s how ViB can help you achieve success:

  • Targeted content: Our experts analyze your audience and goals to identify the content that resonates most.
  • Strategic syndication: We place your content on high-quality platforms that your ideal customers use.
  • Qualified leads: We prioritize delivering leads that are a perfect fit for your ICP. This maximizes the potential for conversion.
  • Cost-effective approach: We offer transparent pricing and a guaranteed return on your investment.

Require further evidence?

Explore this insightful case study on content syndication lead generation showcasing how ViB can benefit you.

Case study on content syndication: Google’s Transformation from Siemplify

Let’s look at an example of how content syndication can help your content marketing strategy.

Siemplify, which is now part of Google Cloud, wanted to use content syndication to reach more people. They tried out 15 different content syndication providers, but not all of them gave them the results they wanted.

Out of all those providers, ViB was the only one that did better than expected. They kept improving their performance, too.

With ViB’s help, Google got four times as many potential customers as it did with any other provider they tried before. 🤑

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Don’t settle for generic leads. Partner with ViB for a content syndication strategy that delivers high-quality leads within your budget. Try ViB Syndication’s exclusive trial here!

Need a more assured B2B content syndication solution to reach your tech audience? 

Test drive our unique community-based approach to syndication with a discounted first-timer’s trial today — 100 downloads guaranteed.

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