7 Types of Content Syndication Partners [And 5 Questions To Ask]

April 22, 2024

ViB Editorial Team


Topics we'll cover

You’ve poured your heart and soul into creating great content, but the leads just aren’t coming in. This is where a trusted content syndication partner can help!

These days, simply creating great content isn’t enough to guarantee its visibility or help you get quality leads.

That’s why a syndication partner can help, to get your content in front of the people who are most interested in seeing it.

When you syndicate your content, you’re opening the doors to potential leads who are actively seeking solutions to their problems.

Why is a content syndication partner important?

Think about it this way: you’ve got this great piece of content that you want to share with the world. But chances are, it might just sit there on your website like a treasure waiting to be discovered.

With content syndication platforms, however, you can amplify your content’s reach and get it in front of a larger audience.

While you can certainly syndicate content on your own platforms like your LinkedIn and YouTube channels, content syndication partners can take your strategy to the next level.

These experts have extensive networks and relationships with diverse audiences. Partners and platforms like ViB, for instance, have a community of buyers looking for innovative solutions.

By using these networks, content syndication partners can expose your content to the right people.

These platforms have established networks and channels where your target audience (those who are actually interested in what you offer) hangs out.

For B2B marketers, this means taking a shortcut to reach them directly.

The beauty of content syndication marketing is how versatile it is. It’s not just about getting more eyes on your content (though that’s certainly a perk!).

It’s about getting a whole range of benefits, from boosting brand visibility to getting high-quality leads.

In fact, many syndication campaigns are planned alongside account-based marketing (ABM) campaigns. ABM targets specific accounts that ensure your content with those accounts features tailored messaging. This means maximized impact.

Graph of benefits of b2b content syndication

Types of B2B content syndication partners to evaluate

Content syndication partners are vendors, publications industry websites, associations, etc. willing to share your content with their audience. They see it as a win-win – you get exposure, and they keep their audience engaged with fresh content (often at a low cost for them).

There are several types of content syndication partners, here are the main ones:

1. Industry-specific publications

These are online magazines or blogs focused specifically on your specific industry and related fields. They have a dedicated audience seeking in-depth articles, whitepapers, and reports on the latest trends, threats, and solutions in cybersecurity. Syndicating your content here ensures it reaches professionals and enthusiasts who are already engaged with the topic.

2. Technology news websites

General technology news portals with a section dedicated to cybersecurity can be great syndication partners. These sites attract a broader audience, including tech enthusiasts, IT professionals, and decision-makers in various industries. Syndicating content on these platforms can increase your visibility beyond the cybersecurity niche.

3. Educational and training platforms

Platforms that offer courses, certifications, or webinars on cybersecurity topics are excellent for syndicating educational or highly technical gated content. Such platforms cater to learners ranging from beginners to advanced professionals looking to enhance their skills, making them receptive to in-depth resources.

4. Professional associations

Cybersecurity and technology professional associations, along with groups on social media platforms such as LinkedIn, present valuable collaboration opportunities. These associations frequently look for top-notch resources to provide their members, creating a chance for your content to be showcased in newsletters, websites, or exclusive member portals – just like our vibrant ViB Community! It’s a dynamic and targetable network of millions of tech professionals actively exploring cutting-edge technologies.

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If you’re low on time, budget or resources, here are 4 strategies you can try to get great leads even at the last minute.

5. Research institutions and think tanks

Organizations that conduct tech research and policy analysis may offer syndication opportunities, particularly for whitepapers and research reports. Partnering with these institutions can lend your content additional authority and reach an audience interested in cybersecurity trends, threats, and innovations.

6. B2B tech marketplaces

Online marketplaces and platforms where businesses seek cybersecurity solutions can also be beneficial for syndicating gated assets like whitepapers or case studies. These platforms cater to those in the decision-making process who are looking for in-depth information to inform their purchasing decisions.

7. Event organizers

Collaborating with organizers of cybersecurity conferences, workshops, and seminars for content syndication can help reach a highly engaged and targeted audience. This can include distributing your gated assets as part of event resources or promotional materials to attendees.

For instance, if you specialize in cybersecurity software, your non-competitors might include computer hardware, data logging, or cloud storage providers.

How to vet content syndication partners: 5 questions

So, how do you know which content syndication partner is the best one for you?

To guide you through this process, consider the following five key questions. The answers will provide valuable insights, helping you make an informed choice that aligns with your content strategy and goals.

Q1: What is their content syndication approach and deliverables?

You must find out what approach your content syndication partner uses for this process.

One of the very first things you need to find out is whether to use paid or free content syndication.

In free content syndication, you share your content with websites and publications, hoping they’ll mention it or use it with a link back to your site. 

It’s similar to sending press releases to newspapers. But it takes work to find the right places, make connections, and convince them to use your content.

For B2B marketers who need results yesterday, this is not always ideal.

On the other hand, paid content syndication means redistributing your content to various publishers for a price.

This makes it easy to get qualified leads – but it comes with a cost. A cost that is definitely worth it!

An ideal paid B2B content syndication approach should include the steps below:



Q2: Who is their ideal reader, i.e., your ideal prospect?

B2B brands often find themselves with great content but no established audience.

Syndicating your content to a third-party platform extends its reach to your target audience. That’s why it is important to make sure your partner’s audience matches your Ideal customer profile (ICP).

You also need to make sure the platform has the right industry expertise to get you the results you need.


Q3: What is their fee structure?

When using paid content syndication, it is important to understand the fee structure. You should look for vendors that offer flexible prices and low cost-per-lead (CPL) fees.

It’s also important to find out whether they will give you a guaranteed number of qualified leads.

Typically, content syndication costs range from $40 to $100 per lead, based on your targeting criteria. Plus, content syndication platforms that charge a flat fee per campaign can cost you anywhere between $1,500 to $5,000.

This can create a dent in your budget!

ViB’s CPL starts at $30 with a qualified lead guarantee. But you can start a trial run for $2000 for 100 qualified leads – guaranteed!


Q4: Do they have tangible results and success stories?

Your selected B2B content syndication partner should demonstrate success with tangible real-world instances, such as customer success stories. For instance:

Content syndication example: Google

Siemplify, a company acquired by Google to expand its Cloud Domain, had joined forces with ViB to overcome issues like high costs, low ROI, content fatigue, and inconsistent results. 

With ViB, the company got: 

  • 4 times more leads in the pipeline than before
  • 50% lead-to-opportunity ratio
Screenshot 2024-04-10 175129

You can read the full case study here.

Q5: Do they offer guaranteed leads?

This is the cherry on top. If the provider doesn’t get you results, you might want to reconsider.

For instance, editorial syndication networks often operate on a pay-per-click (PPC) basis. Advertisers pay for each click their content gets on publisher websites within the network. However, these networks can’t guarantee lead volume or quality due to their ad-based model.

Especially for niche markets like high-tech, you should choose a solution that delivers the results you need.

Always choose quality over quantity! 🙌

Explore ViB Syndication

If you haven’t made content syndication a part of your content marketing strategy, it’s time to start.

ViB Syndication is a top choice for leading companies. We offer a systematic approach, proven results, fair pricing, and guaranteed lead generation.

With ViB Syndication, we match your content with interested tech profiles. This means you only get guaranteed leads with our qualified download guarantee.

Let’s look at this great content syndication campaign example:

Content Syndication Example: Abnormal Security

Abnormal Security partnered with us to target C-level executives and senior roles. That’s a challenging market to penetrate.

With ViB Content Syndication, they’re generating 1,000-1,500 leads per quarter. This translates into huge opportunities worth over $800,000 monthly.

Plus, they’ve seen higher lead quality, improved conversion rates, and positive feedback from their sales teams. 👍

You can check out the full case study here.

Get started with a discounted trial

So remember, if you’re ever struggling to amplify your content and fill your sales funnel, ViB’s content syndication solutions can help!

Reach your target audience, save resources, and see a positive impact on your bottom line.

Start ViB Syndication’s trial today (exclusive price)

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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