What is B2B content syndication?
B2B content syndication involves distributing content, such as articles, blog posts, whitepapers, videos, or infographics, to third-party websites or platforms that cater to an audience similar to your target market. These platforms then publish your content, making it available to their audience and increasing your reach beyond your website or marketing channels.
In the competitive world of B2B marketing, getting your message in front of the right decision-makers is crucial. This is where content syndication shines. It’s a strategic approach to amplifying the reach and impact of your content by placing it on relevant, high-traffic websites.
Here’s why content syndication is essential for B2B marketing:
1. Exponential Audience Growth: Organic reach on your own website can be limited. Syndication places your content on platforms frequented by your target audience, exposing it to a significantly wider pool of potential customers.
2. Lead Generation Powerhouse: Syndicated content can be strategically laced with CTAs (calls to action) that direct readers to gated content or lead capture forms. This allows you to capture valuable leads from a pre-qualified audience already interested in your area of expertise.
3. Building Brand Awareness and Credibility: Increased content visibility translates to greater brand awareness. Seeing your content on reputable third-party sites establishes you as a thought leader and builds trust with potential customers.
4. SEO Advantage: Backlinks from high-authority websites are gold for SEO. Syndication can earn you these valuable backlinks, boosting your website’s ranking in search results for relevant keywords, leading to organic traffic growth.
In essence, content syndication is a strategic lever to achieve multiple B2B marketing goals simultaneously: reaching new audiences, generating qualified leads, establishing brand authority, and improving SEO. By implementing a well-planned syndication strategy, you can significantly amplify the return on investment (ROI) from your content creation efforts.
What are examples of B2B content syndication?
Here are some real-world examples of B2B content syndication in action:
1. HubSpot syndicating blog posts on LinkedIn:
HubSpot, a marketing software company, regularly publishes high-quality blog posts on its website. They also syndicate these posts on LinkedIn Pulse, a platform frequented by professionals in their target audience. This strategy allows HubSpot to reach a wider audience of potential customers and establish themselves as thought leaders in the marketing industry.
2. Marketo co-creating ebooks with industry partners:
Marketo, another marketing software company, partnered with a business publication to create an ebook on a topic relevant to their target audience. They then syndicated the ebook through both Marketo’s and the publication’s channels, generating leads and establishing brand awareness.
3. Cisco sharing infographics on social media:
Cisco, a networking technology company, creates informative infographics that they share on their social media channels. They also syndicate these infographics on relevant industry websites and forums, reaching a wider audience and educating potential customers about their products and solutions.
4. Accenture publishing thought leadership articles on Forbes:
Accenture, a professional services company, regularly publishes thought leadership articles on Forbes, a well-respected business publication. This strategy allows Accenture to reach a highly influential audience and position themselves as experts in their field.
5. SAP hosting webinars on industry-specific platforms:
SAP, a business software company, hosts webinars on industry-specific platforms such as the American Marketing Association website. This allows SAP to reach a targeted audience of potential customers who are already interested in the topics they are discussing.
These are just a few examples of how B2B companies are using content syndication to reach a wider audience, generate leads, and establish themselves as thought leaders. By creating high-quality content and syndicating it through the right channels, you can achieve similar results for your own B2B business.
What is a B2B content syndication strategy?
A B2B content syndication strategy is a plan to distribute your valuable content across various third-party websites and platforms to reach a wider audience within your target market. It’s basically repurposing your already created content to get more mileage out of it and amplify its reach.
There are a variety of content syndication techniques you can utilize to extend the reach and impact of your existing content. Here are some effective options to consider:
Identifying high-value platforms:
- Guest blogging: Pitch guest posts to relevant websites or blogs in your niche. This establishes you as an expert and exposes your content to their audience.
- Content aggregators: Share your content on platforms like Medium, LinkedIn Pulse, Flipboard, and Reddit. These reach broad audiences interested in various topics.
- Industry publications: Get your content published in journals, magazines, or websites specific to your industry. This targets a highly relevant audience for deeper engagement.
- Social media: Leverage Facebook, Twitter, LinkedIn, and other platforms to share snippets and links to your content, sparking conversation and driving traffic.
- Partner with other websites: Collaborate with complementary websites to cross-promote each other’s content, benefiting both audiences.
Optimizing your content for syndication:
- Repurpose and adapt: Modify existing content to suit the format and audience of the syndication platform. Adjust tone, length, and visuals to match expectations.
- Add internal and external links: Include links to relevant content on your own website and the partner platform for deeper engagement.
- Optimize for search: Ensure your content incorporates relevant keywords for both the original platform and the syndication platform to improve discoverability.
- Track and analyze performance: Monitor the reach and engagement of your syndicated content on each platform to optimize your strategy and maximize results.
Additional techniques:
- Content series: Create a series of related content pieces and release them gradually on different platforms to maintain audience interest and encourage cross-platform engagement.
- Infographics and videos: Repurpose text content into visually appealing infographics or videos for increased shareability and engagement on visual-centric platforms.
- Contests and giveaways: Host contests or giveaways on syndication platforms to promote your content and attract new followers.
- Email marketing: Incorporate snippets or summaries of your syndicated content into your email newsletters to reach a wider audience.
Remember, the key to successful content syndication is choosing the right channels, tailoring your content for each platform, and actively tracking your results to refine your strategy for ongoing success.
11 best B2B content syndication platforms
| Platform | Content Formats | Features | Distribution Channels | Price Range | Popularity | Website |
|---|---|---|---|---|---|---|
| DemandScience PureSyndication | Articles, blog posts, infographics, ebooks, white papers | Targeting, analytics, lead nurturing | Publisher networks, industry publications, social media | Custom quote | High | DemandScience: https://www.demandscience.com/ |
| Outbrain | Articles, infographics, videos | Targeting, analytics, A/B testing | Premium publisher websites | Pay-per-click (PPC) | High | https://www.outbrain.com/ |
| Taboola | Articles, infographics, videos | Targeting, analytics, content recommendations | Premium publisher websites | Pay-per-click (PPC) | High | https://www.taboola.com/ |
| ViB | Articles, white papers, ebooks | Community portal, content insights, lead generation | Tech-focused online communities | Pay-per-lead | Medium | https://vib.tech/solutions/syndication/ |
| Zemanta | Articles, infographics, videos | Content amplification tools, social sharing, analytics | Various websites and social media platforms | Freemium (limited features) & Paid plans | Medium | https://www.zemanta.com/ |
| MarketMuse | Articles, blog posts | Content optimization, competitor analysis, topic research | Content marketing platform | Subscription-based | Medium | https://www.marketmuse.com/ |
| Brandwatch | Articles, social media posts, reports | Social listening, audience insights, influencer marketing | Social media platforms, online communities | Subscription-based | High | https://www.brandwatch.com/ |
| PR Newswire | Press releases, multimedia content | Distribution to media outlets, newswire services, social media | Global media network | Varies based on package | High | https://www.prnewswire.com/ |
| Business Wire | Press releases, multimedia content | Distribution to media outlets, newswire services, social media | Global media network | Varies based on package | High | https://www.businesswire.com/ |
| Articles, videos, presentations | Organic publishing, paid advertising, lead generation tools | LinkedIn professional network | Freemium (limited features) & Paid plans | High | https://www.linkedin.com/ | |
| Medium | Articles, videos, ebooks | Organic publishing, social media sharing, audience engagement | Medium platform | Freemium (limited features) & Paid plans | High | https://medium.com/ |
Remember, the best platform for you depends on your specific needs and budget. Carefully evaluate each option based on the factors mentioned earlier to determine the best fit for your B2B content syndication strategy.
What are the 5 best B2B content syndication vendors?
B2B content syndication vendors are companies that offer services to help you distribute your content across various third-party channels and platforms. They act as a bridge between your content and your target audience on relevant websites and publications. These vendors provide tools and expertise to optimize your content syndication strategy and maximize its impact.
Here are some types of B2B content syndication vendors you might encounter:
1. Network-based vendors:
- These vendors have established networks of partner websites and publications in specific industries or niches. They offer access to these networks and help you target your content to the right audience. Examples include:
- ViB: Specializes in tech-focused websites and offers pay-per-qualified download models.
- ITMunch: Boasts a vast network of over 1500 affiliate platforms for diverse content syndication.
- PureSyndication by DemandScience: Targets B2B technology buyers with personalized campaigns based on intent data.
2. Platform-based vendors:
- These vendors offer software platforms that allow you to manage your content syndication process from a centralized location. They often provide features like content optimization tools, performance tracking, and reporting. Examples include:
- GoHighLevel: An all-in-one marketing platform with content syndication capabilities.
- Apollo: Focused on social media and influencer marketing, including content syndication options.
- Whitepapers Online: Specializes in white paper distribution and promotion across relevant channels.
3. Content repurposing vendors:
- These vendors help you adapt your existing content to different formats like infographics, videos, or social media posts for wider reach. They can optimize your content for specific platforms and audiences. Examples include:
- Postwise.io: Helps repurpose blog posts into various social media formats.
- Taplio: Offers AI-powered content repurposing tools and distribution channels.
4. Agency-based vendors:
- These vendors offer full-service B2B content syndication solutions, including content creation, optimization, platform selection, campaign management, and performance reporting. They take care of the entire process while you focus on other aspects of your marketing strategy.
| Vendor | B2B Expertise | Services | Price Range | Popularity | Website |
|---|---|---|---|---|---|
| iTMunch | Diverse industries | Network of curated websites, account-based approach, content repurposing | Mid-range | Medium | https://www.itmunch.com/ |
| ViB Syndication | Technology | Pay-per-qualified download, content repurposing, detailed analytics | High | Medium | https://vibsyndication.com/ |
| PureSyndication | Technology | Targeted distribution, lead generation, multi-channel outreach | High | High | https://demandscience.com/puresyndication/ |
| Outbrain | Cross-industry | Native advertising, pay-per-click model, high-traffic websites | Variable | High | https://www.outbrain.com/ |
| Taboola | Cross-industry | Native advertising, pay-per-click model, high-traffic websites | Variable | High | https://www.taboolanative.com/ |
Choosing the right B2B content syndication vendor depends on your specific needs and budget. Consider factors like your target audience, industry, content types, budget, and desired level of control. Many vendors offer free trials or consultations, so don’t hesitate to compare and evaluate before making a decision.
What are the 10 best tools for B2B content syndication?
Several tools can assist in implementing an effective B2B content syndication strategy. Here are a few:
- Outbrain: A content discovery platform that helps distribute articles, blog posts, videos, and infographics across a network of premium publisher sites.
- Taboola: Similar to Outbrain, Taboola offers content syndication services that amplify content reach by placing it on relevant high-traffic websites.
- LinkedIn Sponsored Content: LinkedIn allows businesses to promote their content to specific professional audiences, ensuring it reaches decision-makers and professionals in relevant industries.
- Quuu Promote: This tool helps promote content by sharing it with real people across various social media platforms, thus enhancing content visibility.
- Zapier: An automation tool that can help streamline the syndication process by integrating different platforms and automating content distribution.
- ScribbleLive: Provides content marketing solutions, including distribution and syndication across multiple channels.
- Sniply: Helps add a call-to-action to curated content shared across social media, enabling content syndication and lead generation.
- BuzzSumo: A content research tool that assists in finding popular content in a particular niche, which can be helpful for content curation and syndication.
- Hootsuite: While primarily a social media management tool, Hootsuite can schedule and publish content across various social media platforms, aiding in syndication efforts.
- Google Analytics and Data Analytics Platforms: Essential for tracking the performance of syndicated content and analyzing audience engagement, conversions, and traffic sources.
Remember, the effectiveness of these tools may vary based on your specific goals, target audience, and the type of content you aim to syndicate. It’s often beneficial to combine multiple tools and platforms to create a robust and diversified B2B content syndication strategy.
Tim is a B2B enterprise marketing expert with nearly 10 years of specialising in lead generation content marketing for B2B enterprise products and services in Southeast Asia and the US.