What is a Content Syndication Program? [Guide + Examples]

April 11, 2024

ViB Editorial Team


Topics we'll cover

To make the most of your content marketing efforts, your content needs to reach the right audience at the right time. You can create excellent blog posts, whitepapers, infographics, podcasts, and more, but if no one can see them, your marketing dollars will be wasted. 😥 A well-developed content syndication program can come to the rescue in such scenarios!

According to the Content Marketing Institute, content syndication could help you improve search ranking and boost your reach without having to spend more time crafting new content. 

But guess what?

Only 27% of businesses are using content syndication! This means a whopping 73% of marketers are missing out on a secret weapon used by top content marketers. That secret weapon is content syndication programs.

B2B content syndication programs can help you gain an edge against your rivals by reaching your desired target market at the right time.

What is content syndication?

Content syndication is a digital marketing strategy where you strategically repurpose your existing content and get it seen by a wider audience on third-party websites and platforms. Think of it as giving your content a second life – and a whole lot more exposure!

Publishers also like to syndicate content to provide fresh, new information to their readers.

This makes content syndication a win-win. 🏆

 Now let’s look at how content syndication can be beneficial to your business.

Benefits of B2B content syndication

B2B content syndication not only expands your audience reach but also directs you toward valuable leads.

Think of it like a lead-generating machine. You will attract more clicks and qualified leads will start rolling in. 

And you know what’s the best part? Most content syndication programs fit perfectly with those ABM campaigns you’re already running – you can target the right accounts with the content they actually need.

By redistributing your content, you can:

  • Expand brand visibility amongst a fresh audience
  • Gather intent data as the audience engages with your content online
  • Generate leads as the audience provides contact information to access gated content
  • Boost your demand generation and sales pipeline.

As you can see, reaching out to a new target audience is a key aspect of content syndication programs. Now that you know the importance of content syndication, let’s talk about the main types of content syndication programs. 

Graph of benefits of b2b content syndication

What are the major types of syndication programs?

There are two primary forms of content syndication: paid content syndication and free content syndication. Therefore, if you’re already generating leads, is it beneficial to invest in paid content syndication?

Here’s what the stats say:

Demand Marketing reports that content syndication can help marketers get 3 x more leads than traditional content marketing.

In our expert opinion, the best way to do that is through paid content syndication.

Why’s that?

It’s the quickest and most effective way to redistribute your personalized content at multiple touchpoints in the buyer’s journey.

This gives you an edge in an oversaturated market and helps your content shine.

To help you understand better, I’ll help you figure out what exactly paid and free content syndication programs are:

What is a paid content syndication program?

Paid content syndication involves marketers paying to distribute their content across multiple platforms. This gives you a better chance to expand your reach to an audience who might have yet to come across your content. 

Most paid content syndication platforms charge based on Cost per Click (CPC), Cost per Lead (CPL), and Cost per Impression (CPM) based on the type of campaign and audience you choose to implement.

Getting started is simple. Simply provide the content you want to distribute and have a clear idea of your target audience. Dedicated content syndication programs like ViB Syndication take note of your ideal customer profile (ICP) to deliver content to the right audience segments.

Benefits of paid content syndication programs

Considering paid syndication? Here’s why it’s worth your attention:

  • Laser-focused targeting: Syndication partners have networks filled with carefully segmented audiences based on technographic, firmographic, and behavioral data. This means you have the best chance of your content landing in the right hands.
  • Guaranteed leads: With a CPL model, you know precisely what you’re paying for and can easily track your ROI.
  • Broadening audience reach: It helps you to reach new audiences beyond your usual database. This allows your content to keep making an impact and driving results.

So, if you’re aiming to broaden your reach, paid content syndication could be the game-changer you’ve been looking for.

What is a free content syndication program?

This method requires marketers to take a hands-on approach to reach a new audience. Here’s a breakdown of some free content syndication strategies:

  • Guest blogging on relevant industry websites
  • Partnering with other brands for content collaborations or exchanges
  • Promoting content to email lead lists
  • Sharing content on social media platforms
  • Participating in industry forums and discussion groups

Sounds promising, right? Well, there are a few factors to consider.

Free content syndication can be time-consuming as your team sorts through email lists or collaborates with B2B data providers.

Digital PR is another branch of syndication that involves pitching content to publications and tailoring it to fit their editorial guidelines.

But here’s the catch: It requires some serious effort to get noticed.

Many of these publications cast a wide net to reach a large readership. This means you might miss engaging with your target audience. And when it comes to platforms like Reddit and Quora, they’re often crowded with content, making it tough to stand out from the crowd.

This means free content syndication may not precisely target the audience you want. So you’ll have fewer chances of getting qualified leads that can convert to sales.

While it can be a budget-friendly approach, it’s important you weigh the benefits against the time and resources invested.

Expert opinion?

It’s a good idea to include both paid and free content syndication services in your marketing strategy.

This can help you balance out the pros and cons of each and give you a better chance for success.

When going for paid content syndication solutions, we recommend demand generation services like ViB for their minimum guaranteed lead generation capabilities.


What steps are involved in implementing a syndication program effectively?

Here’s how to start a content syndication program with ViB:

  1. Know your audience and campaign goals: Figure out who you want to reach and what you want to achieve with your campaign. You can segment your audience based on demographic, firmographic, and behavioral data.
  2. Share Your Content: Send over your content, whether it’s a whitepaper, blog post, industry report, or something else, to ViB.
  3. Spread the word: ViB will leverage its platform to distribute your content to its community of highly targeted high-tech professionals. This will get your content in front of the right people, driving leads and traffic.

It’s as simple as that! 🙌


What are some major content syndication program examples?

Let’s check out some successful content syndication program examples by ViB to show you what benefits you can get from our demand generation solution:

Content syndication program example 1:  Google (formerly Siemplify) boosts its sales pipeline

Mike Hardwicke Brown, VP of Demand Generation, faced challenges reaching their target audience despite creating top-notch content. They were looking for a solution that delivered their content to the right hands, had scalable results, and was worth every penny they invested.

ViB combined the targeted reach of ViB Syndication with the lead nurturing power of ViB Appointments. The results were as follows:

  • 4x increase in qualified leads entering their sales pipeline
  • 50% lead-to-opportunity ratio
  •  100% qualified leads

The consistent flow of high-quality leads wasn’t the only benefit. By getting rid of budget waste and freeing up their team’s time, Mike’s team experienced better productivity and a boost in creativity fueled by a strong lead generation engine.

Screenshot 2024-04-10 175129

Content syndication program example 2: Abnormal Security supercharges lead generation with ViB Syndication

Imagine targeting C-suite executives – the ultimate decision-makers – with your content. Sounds tough, right?

That’s exactly what Abnormal Security, a cloud-based email security provider, was facing.

We came in with a solution: targeted content syndication.

The results? Abnormal Security is now generating a steady stream of 1,000-1,500 qualified leads every quarter. These leads aren’t just numbers, they translate into lucrative opportunities worth over $800,000 each month.

But it wasn’t just about quantity. We also made sure Abnormal Security reached the right audience. Compared to other services, we delivered higher quality leads at a more cost-effective rate.


Through our targeted approach, Abnormal Security saw a 50% increase in lead-to-opportunity conversion rates.

We also heard loads of great feedback from the sales team. This speaks volumes about the quality of leads we delivered.

Screenshot 2024-04-10 175428

B2B content syndication that gets you seen & heard.

Creating top-notch content is just half the battle. If nobody’s seeing it, how can it generate leads?

If you’re making great content like articles, white papers, and videos, it’s important to share them beyond just your website.

ViB is really good at getting your content out there.

We can boost the visibility of your content to our community of millions of tech professionals who are actively seeking the solutions you offer!

Learn more about our ViB Syndication services by exploring our datasheet, or reach out to us today to explore how we can kickstart your B2B content syndication campaign.


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