Content syndication is an easy way to reach a wider audience using your existing content. It doesn’t require much extra effort and is a cost-effective way of amplifying reach and engagement.
Not just that, you can use it to achieve multiple marketing goals, from spreading brand awareness to establishing thought leadership.
However, to run successful B2B content syndication campaigns, you need to invest in expert content syndication strategies and services. That’s probably why 79% of B2B marketers use a content syndication vendor for their campaigns.
Wondering if it’s even worth the investment?
Well, this post will help you decide. We’ve covered five benefits of content syndication to convince you of it’s value.
We’ll also share some best practices to ensure you get the most out of this effective marketing tactic. Let’s get started.
Top 5 Reasons Why Syndicated Content is a Game-Changer for B2B Marketers
If you’re not sure whether content syndication is the right strategy for you, these five benefits of syndication will convince you otherwise.
1. Improve Your Content’s Reach and Visibility
One of the most significant benefits of content syndication is, it presents your content in front of a wider audience.
You can distribute the same piece of content on multiple channels and reach audiences you might not have reached otherwise. After all, publishing content to just your blog limits it to a specific audience.
Content syndication, on the other hand, ensures that your content reaches your target audiences wherever they’re most active.
And if you collaboratewith a reputable content syndication company, you can reach millions of potential leads.
For example, we at We Sale Leads, have helped thousands of companies to save their precious time and making most of it using effective Content Syndication tactics. In our 10 years of experience, we have closed over 100K+ leads and retained over 100+ happy clients.
Remember, content syndication is not limited to distributing your blog content. The benefits of syndicating video content and other visual content are equally good, if not better.
Given that 65% of global online traffic comes via videos. They are more engaging and share-worthy, you can reach a wider audience using a single, well-designed video than a simple blog post.
One great example of video content syndication is Moz’s Whiteboard Fridays series. Every Friday, they add a whiteboard animation-style video to their website and syndicate it on YouTube. This helps their videos reach more people and get more engagement.
You can look beyond YouTube and use a larger content syndication network to share your video and other visual content.
2. Generate Tons of Qualified Leads
If done right, B2B content syndication can generate highly qualified leads (HQLs). The key is focusing more on quality than quantity. You can use an account-based marketing (ABM) approach for that.
It involves clearly defining your target customer segments or accounts using advanced filters and creating ideal customer profiles (ICPs). Typically, these are accounts that have the potential to become your most valuable clients.
The next step is using the right content and channels to reach these specific audiences.
By filtering your audiences right at the start, you can ensure that you only generate highly qualified leads for your business.
As an added benefit, ABM content syndication is also more effective in engaging your prospects.
3. Earn Backlinks and Improve Domain Authority
Though this may not often be the primary goal of B2B marketers, one of the benefits of content syndication is that it helps with SEO.
By publishing your content on authoritative websites in your industry, you can earn high-quality backlinks. This is even better than guest posting because you don’t need to create new content for earning backlinks. You just need to repurpose your existing content.
The more high-quality backlinks you have from multiple authoritative sources, the better it is for your search rankings. It can help boost your domain authority over time and, of course, generate tons of referral traffic.
Not just that, having more high-quality backlinks to your website also improves your rankings on search engine results pages (SERP). Research by Backlinko proves this.
4. Build Thought Leadership in Your Industry
B2B content syndication can help you build thought leadership within your industry.
As a B2B marketer, you understand the role trust and brand reputation plays in winning clients. By sharing thought-provoking, educational, or problem-solving industry-specific content, you can establish yourself as an expert in your industry.
By using content syndication services, you can ensure that your thought leadership articles reach the right audience. Doing this regularly can help you build a strong positive reputation and build a network of followers who look forward to consuming your content.
Deloitte, for example, uses LinkedIn for content syndication and shares informative posts on its latest research reports, webinars, and more. It also links to the relevant pages on its website to drive traffic from LinkedIn to its website.
Given that its clients are other businesses, LinkedIn is the perfect platform for building thought leadership and sharing useful content. X, formerly known as Twitter and Instagram are other significantly rising platforms for creating originals and syndicating existing content.
You can also use LinkedIn for sharing content targeted to engage a specific audience. According to the latest research by NetLine, ebooks were the most popular format for B2B content syndication.
But it may not be the best if your goal is to drive sales conversions. The same report states that whitepapers and webinars are preferred by leads with strong purchase intent.
So, choose your content mix based on your marketing goals and use a variety of formats to keep things interesting for your audience.
5. Accelerate Your Sales Pipeline
With syndicated content, you can educate your target audience, address pain points, and overcome objections at different stages of the buyer’s journey.
This will help you shorten your sales cycles and increase conversions.
For example, if you want to increase sales of your project management platform, you can create and syndicate content that helps potential users sign up for your tool. This includes creating and syndicating:
- Case studies on how a project management tool can reduce the need for meetings and calls in a company to generate demand
- Explainer videos on how to use your project management platform for assigning tasks, streamlining processes, increasing the team’s efficiency, and getting things done easily to move leads down the sales funnel
- Guides comparing your platform to that of your competitors and showcasing how yours is better to help users choose your solution when making purchase decisions
Best Practices for B2B Content Syndication That Drives Results
Not all content syndication campaigns are equally successful. Even though it’s a fairly successful marketing tactic, it may fail if not executed well.
That’s why you need to learn how to do content syndication right to achieve the desired results.
Follow these best practices to ensure your B2B content syndication efforts are successful.
- Create tailored content for a specific audience to generate qualified leads.
- Use ABM content syndication to further refine your approach.
- Customize your content according to the distribution channel and follow each publisher’s guidelines.
- Use a good content syndication vendor and choose the right platforms to get the best results.
- Clearly disclose republished content and provide details of the original content and publishing date.
- Make sure the publisher uses appropriate tags to avoid duplicate content issues for republished content.
- Use a mix of articles and visual content to engage your audience through multiple content formats and avoid monotony.
- Distribute your content only to relevant authoritative websites where your target audience is active.
Remember that your choice of content syndication vendors and networks will play an important role in determining the success or failure of your campaign. So will your customer segmentation and targeting efforts.
Are You Ready to Reap the Benefits of Content Syndication?
Contrary to popular belief, content syndication is just as useful for B2B businesses as it is for B2C marketers. If executed well, it can deliver numerous benefits, including:
- Helping you reach a wider audience
- Generating highly qualified leads for your business
- Earning high-quality backlinks and building domain authority
- Helping you establish yourself as a thought leader in your industry
- Accelerating your sales pipeline
Make sure you follow the right best practices for content syndication to boost your chances of success. All the best!
