Content Syndication Solutions for High-Tech: A Simple Guide

April 3, 2024

ViB Editorial Team


Topics we'll cover

Content syndication has roots in traditional media. Newspapers would often buy syndicated content, like comic strips or columns, to distribute to a wider audience. This allowed smaller publications to feature popular content without creating it themselves.

Paid content syndication simply refers to republishing your content on multiple platforms. Content syndication solutions act as amplifiers for your content, spreading it across various platforms beyond your own website. 

This means more exposure, more traffic, and, ultimately, more leads 🙌.

Why does this marketing tactic hold such importance for all marketers?

Let’s explore why content syndication is vital for a successful demand-generation strategy.

The importance of content syndication

Alright, let’s break it down. In the B2B world, content marketing is like the sea — vast and deep, with currents that can carry a message far and wide, constantly moving and evolving.

But with the vast sea of online content, standing out can be a real challenge.

Content syndication cuts through the noise, ensuring your message reaches the right audience, boosting your brand visibility, and driving engagement 📈.

Imagine effortlessly reaching new prospects, improving your lead generation efforts,, reaching new prospects,  and driving traffic straight to your website.

With a solid plan in place, your sales team becomes a force to be reckoned with, armed with a steady stream of qualified leads.

The best part? It’s budget-friendly and positions you as a leader in your industry. Simultaneously, it gives your SEO a serious boost and opens up exciting new business opportunities.

But here’s the thing—choosing the right content syndication solution can be tricky with so many options out there. That’s where this blog will be a valuable resource for you.

We’re here to help you navigate the maze of content syndication solutions, evaluate them, and select the perfect one for your business needs.

So get ready to elevate your content strategy and maximize your demand generation efforts 🥳!

Graph of benefits of b2b content syndication

Understanding the different types of content syndication

So, let’s break down the various types of content syndication.

In the world of content syndication, there are two main options: paid and free.

Let’s unpack each one:

Paid content syndication

Paid content syndication involves hiring a professional company to get your content out there. You pay a distribution company or agency to get your content featured on various platforms.

Think of it as featuring your article at the bottom of a news site or recommended on a popular blog. It’s a convenient way to reach a large audience with minimal effort.

ViB Tech, PR Newswire, Outbrain, and Taboola are some big players in this field.

Let me show you the two major strategies for paid content syndication:

  • Pay to advertise content on major websites: Invest in ads to showcase your content on high-traffic websites. It’s akin to renting a billboard online, targeting specific audiences, and driving traffic.
  • Pay for content to be distributed to a targeted contacts database: Outsource content distribution to specialized agencies or platforms. They’ll send your content directly to interested leads, saving you time and effort.

Here’s one of ViB’s successful content syndication case studies:

 ViB teamed up with Jon Moody, the Director of Demand and Digital Marketing at Abnormal Security. Jon was seeking cloud-based email security solutions for top-tier executives and senior roles—a tough crowd to crack.

Thanks to ViB Content Syndication, Abnormal received a steady flow of 1,000-1,500 leads every quarter. That translates into juicy opportunities worth over $800,000 each month.

What’s even better? Abnormal noticed some sweet perks compared to other syndication services. They’re seeing better quality leads and higher conversion rates (50% higher, in fact), and their sales teams are giving them a big thumbs up.

You can check out the entire case study here.

See how Jon drove 67x ROI with ViB Appointments

“Almost every lead ViB sent us became a business opportunity, as we hoped it would.”
Jon Moody, Director of Demand and Digital Marketing at Abnormal Security

Free content syndication

On the flip side, free content syndication is more hands-on. You pitch your content to relevant publications and websites, hoping they’ll give you a shoutout or link back to your site.

But it requires some serious hustle to get noticed.

Some major strategies for free content syndication are:

  • Self-service syndication and republishing: Share your existing content on platforms like Medium or LinkedIn. It’s an intelligent way to reach new audiences without starting from scratch.
  •  Leaving breadcrumbs on social media: Share snippets of your content on platforms like LinkedIn or Twitter. Think of it as planting seeds that lead people back to your website for more.
  •  Being a guest contributor: Write articles for other websites or partner up for content swaps. It’s a great way to get your name out there and attract new readers.
  • Pitching to major publishers: Contact big-name publications with your content ideas or guest posts. If they bite, you’ll get exposure to their large audience, boosting your credibility and reach.

The role of content syndication in B2B marketing

Did you know that content syndication can turbocharge your B2B marketing efforts? It adds rocket fuel to your strategy, helping you reach new heights in lead generation and industry influence.

Advantages of B2B content syndication

So let me show you why content syndication matters in B2B marketing:

  • Extended Reach: Imagine your content appearing on your website and other platforms and publications where your potential customers hang out. That’s what content syndication does—it helps you reach a broader audience.
  • Lead Generation: Who doesn’t love new leads? Content syndication can attract fresh leads who stumble upon your content and become interested in your offerings. It’s like planting seeds for potential customers to grow.
  • Brand Visibility: Want to make a name for yourself? Syndicated content pops up in more places, boosting your brand visibility and showing the world that you know your stuff.
  • Enhanced SEO: Ah, the magic of backlinks! When your syndicated content includes links back to your website, it drives traffic and tells search engines that your site is important. Say hello to higher rankings!
  • Content Amplification: Syndicating your content amplifies its impact. Instead of relying solely on your own channels, you leverage the audiences of other platforms to boost engagement and conversions.

Popular B2B content syndication platforms

Now that you understand the benefits let’s explore some popular B2B content syndication platforms. These platforms are your gateway to reaching your target audience and amplifying your content’s impact.

  • ViB: ViB offers you a chance to showcase your content within its tech-centric, millions-strong ViB Community portal. Members of this community can opt to download content voluntarily. ViB Syndication operates on a pay-per-qualified download model, ensuring guaranteed leads for your business.
  • Outbrain: A leading content discovery platform that helps businesses amplify their content across a network of premium publishers.
  • Taboola: Similar to Outbrain, Taboola offers content syndication solutions to promote content across various websites and platforms.
  • TechTarget: Known for its focused approach to B2B technology content, TechTarget provides content syndication solutions tailored to tech companies.
  • PR Newswire: A trusted platform for distributing press releases and syndicating content to media outlets, journalists, and industry professionals.
  • LinkedIn: With its Sponsored Content feature, LinkedIn offers B2B marketers the opportunity to syndicate their content to a targeted professional audience on the platform.
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ViB content syndication case study

When you’re looking for a content syndication vendor, you want one that can back up its claims with real success stories, right? Let me show you some examples of successful B2B content syndication platform case studies to show you how other companies have executed this tactic successfully.

Take Google, for instance. They were struggling with multiple syndication providers, high costs, content overload, and lackluster results. Then they teamed up with ViB and boom!

  • They saw a whopping 4x increase in pipeline compared to other providers.
  • Their lead-to-opportunity ratio shot up by 50%.
  • And get this: they bagged solid 100% qualified leads by the end of the program.

That’s the kind of stuff dreams are made of!

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qualified leads upon completion
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Evaluating content syndication vendors and services

B2B content syndication vendors play a key role in elevating your brand’s visibility and understanding your audience better.

You can think of them as a bridge connecting your content to different platforms. So, how will this help you? They save time and effort in reaching the right audience and guiding potential leads through your sales funnel.

Plus, they serve as effective traffic drivers, using smart linking and compelling CTAs to direct visitors to your site.

In short, partnering with syndication vendors empowers you to maximize your content’s impact, convert casual clicks into solid leads, and boost your bottom line 💰. 

How to find the right B2B content syndication vendor

Struggling to hit those conversion and engagement goals? Feeling lost in the sea of marketing tactics? You’re not alone.

Here’s the thing: many successful marketers have a secret weapon – data-driven content syndication.

Why data matters: Nearly half of marketers use consumer data to find new customers, and your competitors are leveraging syndication partners to gain audience insights.

Finding the right partner is crucial. You need someone who speaks your marketing language, understands your goals, and is transparent about everything.

Here’s what to look for in a syndication partner:

  • Customization: Do they offer content syndication solutions tailored to your specific needs, not a one-size-fits-all approach?
  • Reach: Do they have a network that allows you to connect with the right audience segments?
  • Results: Can they showcase success stories with real numbers to back them up?
  • Transparency: Do they provide clear data and reporting so you know exactly what’s happening?
  • The biggest question: Does this partner truly understand your audience and have the data to prove it?

Partnering with a reliable, data-driven syndication provider can be a game-changer. So, stop the marketing guessing game and start achieving your goals with confidence!

5 key questions to evaluate content syndication solutions and vendors

Finding the right B2B content syndication solution doesn’t have to be a headache. Here are 5 key questions to ask:

1. How do they get my content in front of the right people?

Free vs. Paid: Will they use free outreach or paid platforms to reach your target audience?

Targeting: Can they target your ideal customer profile by industry, title, etc.? 

2. Who are their readers? Are they my ideal prospects?

The best syndication partner isn’t just about reach; It’s about reaching the right audience.

Imagine creating amazing content, only to have it seen by people who don’t care. 😴

Choose a service with a reader base that aligns with your ideal prospect. 

For example, if you’re a software company, look for a partner with a community of tech decision-makers. 

3. What’s the cost?

Content syndication can be a smart investment, but you want to make sure it fits your budget. Look for providers that offer affordable pricing and a pay-per-lead model. This way, you only pay for real results, not just clicks or website visits.

Bonus Tip:

Consider bundled services! Some providers offer content syndication alongside

other lead generation strategies, maximizing your return on investment.

4. Can they prove their success?

Don’t settle for empty promises. Ask your potential partner for real-world results and customer success stories. Seeing proof of their track record will give you the confidence you need to move forward.

5. Do they guarantee leads that match my needs?

This is the ultimate test. While some services focus on clicks or impressions (vanity metrics), the best partners guarantee qualified leads that fit your specific criteria.

After all, you don’t just want to capture leads – you want to capture the right leads. 

This is where ViB comes in!

ViB isn’t your average syndication platform. We’re a dynamic demand-generation marketing agency turbocharging your pipeline with savvy industry insiders primed to act.

Here’s the secret ingredient to our content syndication solutions:

  • Super-Targeted Audience: Our ViB Community comprises millions of tech professionals, all categorized by demographics, firmographics, and even their interests.
  • Zero-Party Data Power: We don’t rely on guesswork. People in our community tell us directly what they’re interested in (thanks, zero-party data!).
  • Streamlined Process, Big Results: Our system puts your solutions in front of decision-makers who are actively seeking answers.

Ready to ditch the spray-and-pray approach? Let’s build a targeted audience for your content and watch your pipeline grow! See how we do it with zero-party data.

Ready to get started with B2B lead generation?

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