Top Content Syndication Tools For B2B Marketers

April 1, 2024

ViB Editorial Team


Topics we'll cover

Ever poured your heart and soul into a killer blog post, only to have it crickets chirping in the comments sectionFew feelings are worse than knowing your hard-done work is in vain.

Sadly, this is often the experience of B2B marketers today when it comes to creating blogs, videos, infographics, and more.

There are many content syndication tools for you to explore and the way you take advantage of these will impact your lead generation efforts big time!🌟

What is content syndication?

In a nutshell, B2B content syndication is sharing your already-published content across the web on relevant platforms and using relevant content syndication tools. Think of it like putting your content up in high-traffic areas where your ideal audience is already hanging out.

When you do content syndication right, it’s like hitting multiple birds with one stone!

You’re not just getting your content out there to new leads and bringing in more traffic to your website. You’re also sparking interest, gaining new followers, making your brand more visible, and hey, even giving your SEO a nice boost with those handy backlinks.

It’s a strategic win-win. 🏆

If you’re looking for a way to supercharge your lead generation efforts and get a guaranteed return on your marketing spend, pay for performance will be your new best friend.

Graph of benefits of b2b content syndication

Paid vs. free content syndication

In B2B content syndication, you will need to choose or combine between two types of content syndication: free content syndication and paid content syndication. 

Free content syndication

Free syndication is like networking – you reach out to relevant publications, hoping they’ll feature your content with a backlink to your site.

It takes time and effort to nurture those connections, though – something that most B2B high-tech marketers don’t have much of.

There are numerous ways to syndicate your content using various free tools, which will be discussed later in this guide.

Paid content syndication

On the flip side, paid syndication is more like hiring a distribution company to do the legwork for you. They’ll get your content featured in top publications, but of course, it comes at a cost.

Companies such as ViB provide paid services, along with content syndication tools and platforms like PR Newswire and Taboola.

Are guest posting and content syndication the same thing?

I know many marketers who are unsure about the difference between guest posting and content syndication.

So, let’s clear up the confusion and make it easier for all of us to understand:

Guest posting and content syndication seem similar, but they’re not quite the same.

Guest posting is like staying at someone’s place—you create content specifically for another website and don’t publish it anywhere else. It’s a one-time deal. 

On the other hand, B2B content syndication involves sharing content that’s already on your site with other parties who then post it on theirs.

When you syndicate your content, you’re basically giving the syndication platform full rights to tweak, remove, and spread your content far and wide.

A solid blog syndication service can boost your brand’s visibility and score you more backlinks. 

And who doesn’t love snagging some free (or low-cost) backlinks? 

The best part is that you get qualified leads – interested tech professionals who have downloaded your content!

It’s like hitting the jackpot! 💰

Why should you syndicate your content?

You might wonder whether it’s worth your money to invest in a marketing tactic like B2B content syndication.

Let me show you why it’s an excellent initiative. You’ve put in all the hard work to create awesome content, right? Syndicating it means you’re not just keeping it to yourself but sharing it far and wide.

It means you are also getting quality link juice from a high-authority site!

And why wouldn’t you want to do that?

Suddenly, you’re not just speaking to your usual crowd; you’re mingling with a whole new bunch of potential prospects who might’ve never stumbled upon your offerings otherwise.

And the best part?

It’s not just about quantity; it’s about quality, too.

You’re driving traffic to your website, readers are snagging those valuable gated assets, and you are gathering contact info from prospects like a pro.

The beauty of B2B content syndication is that it’s a cost-effective strategy that packs a punch without breaking the bank.

By consistently delivering top-notch content, you’re boosting your SEO and earning your audience’s trust and respect.

For instance, syndicating your content through B2B content syndication vendors like ViB Syndication will expose it to high-tech professionals. These are decision-makers and C-suite executives in tech who are already looking for great content like yours and will opt-in to download the content that fits their B2B needs.

The best part is you only pay for qualified leads!

 Curious about content syndication but hesitant because of some common myths floating around? Let’s bust those misconceptions wide open and shed some light on the truth behind content syndication.

Myths about content syndication busted!

Let me show you some top myths about content syndication and why they’re not as scary as they seem:

 Myth 1: “Syndicating my content will reduce my SEO impact”

Some people worry that using B2B content syndication tools will hurt their SEO and lose their loyal audience. But here’s the truth: Syndicating your content can actually expand your reach and boost traffic to your site.

Google doesn’t penalize for syndication as long as it’s done right. So, focus on legitimate syndication, not shady tactics.

 Myth 2: “Sharing my content elsewhere will reduce my own audience”

Ever thought syndicating your content might shrink your audience? Think again.

The whole point of syndication is to get your content seen by more people. It doesn’t cannibalize your audience. In fact, it actually draws more readers to your original site or blog. 🙌

 Myth 3: “I shouldn’t have to pay for content distribution”

Some publishers think they can grab content without paying for it. Not cool. It’s not just unprofessional but also unethical. 

Plus, you could land in hot water legally!

Remember the Meltwater v. Associated Press case? Yeah, let’s not go there. Always compensate and attribute authors properly.

Getting started with content syndication

Ready to dip your toes into the world of content syndication? Well, buckle up because we’re about to demystify the process and set you on the path to success.

How does content syndication work?

Let me give you the lowdown on how a good B2B content syndication works:

Step 1: Define your target criteria

First things first: you need to know who you’re targeting. Define your ideal customer profile and ensure your content is only republished where perfect matches exist. Think geography, job titles, tech preferences—whatever floats your boat.

 Step 2: Share your valuable content

Next, it’s time to showcase the good stuff. Hand over your top-notch content—white papers, reports, videos, you name it—for the world to see.

 Step 3: Get the word out

Now, let’s spread the word! Your B2B content syndication tools and platforms will kick things into gear with targeted campaigns for your dream B2B clients. Think of it as your content’s big debut.

Step 4: Quality control

Last but definitely not least, it’s quality over quantity. Make sure your leads are top-notch by sticking to a pay-per-lead model. That means only the cream of the crop gets through—no junk allowed.

Setting up your syndication strategy

Skip the guessing game: Paid syndication gets results faster than free pitching. But choose wisely – quality of service matters!

Here are some main options you can consider:

1. Advertise on major websites (e.g., Forbes)

Big-name companies like CNN, Forbes, and even The Weather Channel are all about content syndication. Here’s the lowdown on the pros and cons of working with these:

  • Good: Pick where your content appears.
  • Bad: The audience might not be actively looking, there is limited targeting, and there are low click-through rates.
2. Use a content distribution service (like ViB)

B2B content syndication platforms like ViB Tech, however, take a completely different approach:

  • What ViB does: We target potential leads interested in your content (white papers, videos).
  • How it works: We build a landing page and promote it to our targeted database.
  • Benefits: Super targeted, pay only for qualified leads (win-win!).
  • Downside: The only downside is you will have to find a service with a network matching your audience if you aren’t focused on the high-tech market (e.g. ViB focuses on tech).  
3. Partner with similar services

A great way to get your content out there and find engaged leads is to partner with similar but bigger brands:

  • Good: Partnering with established brands puts your content in front of tons of new people, way more than you could reach on your own. People see your brand as more trustworthy and listen up.
  • Bad: Many brands want fresh content just for them, so you can’t reuse it on your own channels later.
4. Programmatic advertising

Programmatic advertising can help you blast your content across major websites. Here’s the good and bad of it:

  • Reach a massive audience: Programmatic advertising lets you place your content ads across a network of giant websites, potentially reaching millions of viewers.
  • Targeted approach (maybe): Ideally, these paid content syndication tools use data to target your content to people who might be interested, increasing the chances of a click. 
  • Big Budget needed: Programmatic advertising can be expensive, requiring a significant investment upfront.
  • Conversions not guaranteed: Just because you reach many people doesn’t mean they’ll actually care about your content. Conversions (people taking action) might be low, making it a gamble.

Determining what & how much content to syndicate

B2B content syndication is your SEO secret weapon. When you spread your content far and wide across different platforms and various content syndication tools, you’re not just reaching more people—you’re also scoring some serious SEO points.

Every time your content gets syndicated and linked back to your site, it’s like a thumbs-up from Google. They love seeing other reputable sites vouching for yours.

But it’s not just about quantity—it’s quality, too. When your content pops up on respected industry sites, it tells Google that you’re the real deal. Your authority goes up, and so does your ranking in search results.

So, bottom line: B2B content syndication isn’t just about getting your stuff out there—it’s about boosting your SEO game and getting noticed by all the right people.

So, let’s talk about the when and how of content syndication. It’s all about finding that sweet spot, you know?

 What content to syndicate?

Alright, first things first: What should you actually syndicate?

Think of it like this: You want to pick pieces that will really resonate with your leads. So, focus on content that’s relevant to their interests.

Also, don’t forget about your own reputation. You don’t want to dilute it by syndicating everything under the sun.

Stick to your best stuff—the kind that’ll make you shine.

 Here’s a tip: If you syndicate every single piece you’ve got, you might end up with nothing unique left for your leads when they visit your own site. Not ideal, right?

 How much content to syndicate?

Ah, the age-old question: How much is too much?

There’s no one-size-fits-all answer here. It’s all about finding the right balance.

Sure, syndicate some of your top-tier content to build your rep with a wider audience. But remember, you also want to keep plenty of unique, high-quality content on your own site.

After all, you want people to keep coming back for more.

If you’re just starting out, you might be a bit more aggressive with syndication. You have to get your name out there, right? But as your reputation grows, you can afford to be more selective.

Save those syndication opportunities for the real high-authority sites—the ones that’ll really boost your street cred.

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Top 11 free content syndication tools

Looking to supercharge your content distribution without breaking the bank? 

Free content syndication tools can help you broadcast your content across many websites and platforms. You can use these free tools with paid services such as ViB to amplify your reach and attract serious traffic. 

So, let’s dive into our top picks for FREE content syndication tools!

1.       Email marketing

It might seem obvious, but the best place to see your syndicated content is right in front of your already engaged audience! This is where email marketing shines.

Think of your email list as a direct line to the people most interested in your offerings. By adding syndicated content to your email marketing strategy, you can drive traffic, boost engagement, and build relationships.

2.       Content syndication networks

Content Syndication Networks help spread your content across various platforms, reaching more people. For B2B tech marketers, this means expanding your audience, boosting SEO with backlinks, and getting your brand in front of more potential clients.

3.       Social media marketing

Social bookmarking sites like Reddit, StumbleUpon, and Digg are gold mines for driving traffic to your content. Share your latest blog posts and articles there, and watch the clicks roll in.

4.       Facebook instant articles

Ever wish your articles could just live inside Facebook? Well, they can! With Facebook Instant Articles, your content stays right within the app, keeping readers engaged without the hassle of outbound links.

5.       Video syndication

Say hello to the world of video syndication, where platforms like YouTube reign supreme. 

Millions of people are glued to their screens, just waiting to watch your content. You can use this chance to turn your written content, like blogs, whitepapers, and even books, into topics for fresh and engaging YouTube videos. 

Don’t miss out on this massive audience.

6.      Audio syndication

Some people prefer listening over reading, and that’s where audio syndication comes in handy. 

Your whitepapers, blog posts, guides, and other content can help you brainstorm podcast topics. You can then share your podcasts on platforms like Soundcloud and iTunes to reach those who’d rather press play than scroll through text.

7.       Q&A forums

Have you visited Quora or They’re not just for asking random questions—they’re hubs of engagement and knowledge-sharing. Answer questions, share your expertise, and effortlessly drive traffic back to your site.

8.      Slideshare

Transform your blog posts into eye-catching presentations and share them on Slideshare. Visuals speak volumes and will surely catch more eyes on this platform.

9.       Infographics

Visual content is king, and tools like make it easy to share your infographics widely. Include an embed code, and watch as your visual content spreads like wildfire across the web.

10.  Partner sites

Join forces with heavy hitters like Medium and to get your content in front of a larger audience. Guest posts and content curation—there are plenty of ways to collaborate and expand your reach.

11.  LinkedIn publishing

Want to establish yourself as an industry expert? Look no further than LinkedIn. Share your original content directly on the platform, and watch as your influence grows among B2B audiences.

12.  Web push notification

Keep your audience in the loop with web push notifications. It’s like sending a friendly reminder straight to their screens whenever you’ve got something new to share. It’s instant, effective, and keeps your audience coming back for more.

Why outsource to B2B paid content syndication vendors?

As marketers, we get it. Spreading your content far and wide while boosting those conversion rates and brand awareness levels can feel like a big challenge. 

That’s where outsourced paid content syndication from companies like ViB Tech comes in. 

Here’s why it’s a game-changer:

  • Expand Content Reach: Outsourcing content syndication ensures your content reaches a broader audience. This means better visibility and engagement.
  • Targeted Audience: Content syndication companies help place your content in front of the right audience, maximizing lead generation potential.
  • Enhanced Lead Generation: Outsourcing content syndication can lead to more content downloads and qualified leads. Let me show you an example:


 Content syndication for Google (formerly Siemplify)

Mike Hardwicke Brown, VP of Demand Generation for Google, previously known as Siemplify, used ViB Syndication to expand their content’s reach.

And guess what? They nailed it!

They got tons of content downloads, boosting their pipeline four times over their old methods. Plus, they scored a whopping 50% conversion rate from leads to opportunities and landed a full 100% qualified leads.

Talk about hitting the jackpot!

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more pipeline than other providers
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qualified leads upon completion

You can view the full ViB content syndication case study here.

Feeling overwhelmed by all the content syndication options out there?

Let’s face it: creating killer content is only half the battle. To make a splash, you must also get it in front of the right people. Content syndication is like having a megaphone for your awesome content, but with so many choices (free vs. paid), it can be tough to pick the path that gets you results fast.

Here’s the thing: most B2B tech companies are in a hurry. They need to see results yesterday, not next year. That’s why paid content syndication is often the way to go. It’s like hitting the gas pedal and getting your content seen by a targeted audience – guaranteed. 🙋

Think of ViB as your personal content syndication pit crew. We’ve helped many big names, like Abnormal, achieve their content goals, and we can do the same for you.

Ready to ditch the confusion and watch your content take off? Contact us today and let’s chat about your perfect syndication strategy!

Try ViB Content Syndication Solution!

Ready to get started with B2B lead generation?

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