Content Syndication

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With the help of content syndication, you can turn content into a powerful lead generation tool. Do you want to know how? Keep reading.

Until now, you used content to engage, educate, and qualify leads before they even visited your website. Now you must grow your lead pipeline by leveraging your content – content syndication is the way out for you. Here’s what we will tell you about content syndication:

  1. What is content syndication?
  2. Why must B2B brands run content syndication campaigns?
  3. How can you be successful in running such campaigns?

Let us dig in:

What is B2B Content Syndication?

B2B content syndication happens when digital content like blogs, whitepapers, and other content are re-published on a third-party website. The primary aim is to generate leads from prospective customers. Most of the time, B2B marketers strike a deal with content syndication vendors, and the vendors ensure that the specified number of leads as per a specific ICP are won throughout the process.

In today’s break-neck competition, no marketer wants to waste even a minor sales effort. Content syndication boosts the sales cycle and ensures that no effort goes waste. Of course, it is required to have a nurturing campaign to warm up the leads before the sales team can handle them.

Top benefits of B2B Content Syndication

Content syndication is a powerful practice, but alas, it is mostly underutilized. If you have still not tried this technique, here are some benefits you should look at:

1. Ability to reach out to your target audience directly:

Making your content readable by your target audience at the right time is often a challenge for content marketers, and here, B2B content syndication removes the guesswork. Intent data enables you to find warm leads and then you can reach out to your customers with cold emails, content, and more.

2. Lead Generation:

We already mentioned earlier that B2B content syndication turns your content into a lead generation engine. With the following fruitful inbound methods, marketers can leverage 3rd party platforms to tap into relevant audiences.

3. Prospect Qualification:

Qualify your leads much before your sales teams reach out to them; do it with outbound content syndication. Techniques such as cold emailing and telemarketing work here.

4. Brand Awareness:

Undoubtedly, content syndication helps to generate massive brand awareness. Content posting on high-authoritative websites, getting your articles featured in a leading industry newsletter, etc. shall take you to your goals.

5. Brand Credibility:

Well, new backlinks, content on authoritative websites, social media mentions will take your brand credibility to new heights. People will always look up to your brand when they need your line of products or services.

That said, let us check more on how to build a content syndication strategy, given below are a few best practices.

Popular Methods of content syndication

Different types of content work for different industries and businesses. According to research by Salesbox, the most popular types of content are:

  • 85% of marketers use whitepapers.
  • 60% of campaigns include webcasts.
  • 35% share goes to writing articles, and
  • 50% of B2B content syndication is for infographics.

Depending upon your industry and after studying the demographics or interests of your target audience, you can create the content accordingly and follow the best practices when planning B2B content syndication. Check these here.

1. Choosing a reliable content Syndication Provider

You may have your in-house content marketing team in place, but content syndication requires a whole new skill-set and team break up. Do you want to make your job easy? Simply hire a third-party content syndication provider. By doing this, you will eliminate the trial and error, and the learning curve with content syndication, and the results will follow soon.

2. Promote on channels where your target audience spends more time

Before engaging your brand in content syndication, you need to understand your audience and their preferences. Once you do that you can identify the channels, they are using the most and promote more on those channels to grab their attention.

3. Optimizing content for social media

Social media shareability is trending and it can turn out to be fruitful for your brand as well. However, you content should be optimized in such a way that your followers will not regret sharing your content. Social media promotion brings results to the table, do not miss it.

4. Follow the right SEO practices

One good tactic for content syndication is cross-posting blog posts and other interesting articles on popular industry news site, or authoritative websites like Medium or LinkedIn Publisher. This is also an effective way to increase the number of people reading your content.


The benefits of B2B content syndication are indeed as good as they sound. However, training your team to become experts at this will take time. Your in-house content marketers are doing a fabulous job, but content syndication requires an entirely new skillset.