“Content shouldn't be published out of necessity; it should stem from a genuine desire to offer value”.
This principle holds true, particularly in maximizing the impact of your content. While good quality content creation is the gold standard in marketing, its true value is realized when it reaches the right audience.
This is where the content syndication comes in. By strategically placing your high-quality content on relevant third-party platforms, you can amplify your reach, attract qualified leads, and establish yourself as a thought leader within your industry.
Must Read: How to Leverage Content Syndication to Maximizing Lead Generation Potential
Why Use B2B Content Syndication
You might be thinking that your content is doing well, so why do you need content syndication? While your top-notch content may already attract consistent traffic, it may not necessarily bring in new leads. This is where content syndication becomes valuable.
By sharing your content on platforms where your audience hangs, you can increase website traffic, generate more leads, and boost sales.
Must Read: The B2B Marketer’s Guide: Choosing the Best Content Syndication Vendor
Now, let’s delve into the benefits in more detail:
Increased Brand Awareness:
Syndicating your content on high-authority websites exposes your brand to a wider audience within your target market. This helps establish you as a thought leader in your industry and increase brand recognition.
Targeted Lead Generation:
By strategically placing your content on platforms frequented by your ideal customers, you can attract highly qualified leads who are already interested in the solutions you offer.
Content ROI:
Repurposing existing content for syndication maximizes the value of your content creation efforts. You can reach a new audience without incurring significant additional costs.
Enhanced Website Traffic:
Syndicated content often includes backlinks to your website, directing valuable organic traffic back to your domain. This can improve your search engine ranking (SEO) and drive more visitors to your website.
Thought Leadership Establishment: Sharing your expertise on established platforms positions you as a trusted resource within your industry.
Must Read: What is B2B Content Syndication and Why is it Important to Choose the Right Platform?
Key B2B Content Syndication Strategies for Success
1. Define Your Target Audience and Goals
Before diving into content syndication strategy, let’s clearly define your target audience and campaign goals.
- Who are you trying to reach?
- What do you hope to achieve with your content syndication efforts?
- Are you aiming for increased brand awareness, lead generation, or website traffic?
Understanding these aspects helps tailor your content and choose the right channels for distribution.
2. Content Audit and Repurposing
Content repurposing helps you get more out of your content. Identify your existing high-performing content that resonates with your target audience. This could include blog posts, white papers, case studies, infographics, or videos. Consider repurposing this content into different formats (e.g., turning a blog post into an infographic) to cater to the specific needs of each syndication platform.
3. Identify Relevant Syndication Channels
Research and identify B2B publications, industry websites, and influencer blogs frequented by your target audience. Look for platforms that align with your brand's voice and content style. Popular syndication channels include:
Industry Publications:
Reputable publications within your niche are excellent platforms to reach a targeted audience. However, some might require exclusive content or paid placements.
Influencer Blogs:
Partnering with industry influencers who have a loyal following within your target market can significantly amplify your reach. Consider co-creating content or guest blogging opportunities.
Do you know?
Almost 50% of buyers read a company’s blog when making purchase decisions. (HubSpot)
Social Media Communities:
Sharing your content on relevant LinkedIn groups, Facebook communities, or industry forums can spark discussions and attract potential leads. And it's no surprise that 90% of content marketers depend on social media for content distribution (Content Marketing Institute).
4. Gated Content and Lead Capture Forms
While syndication aims for broader reach, consider incorporating gated content strategies at specific points in the buyer's journey. Offer valuable resources like white papers or in-depth reports in exchange for contact information.
According to Scoop IT:
Almost 3/4 of marketers reported that the most utilized types of B2B content marketing are in the form of case studies and white papers.
Such content allows you to capture qualified leads who are genuinely interested in your solutions. Ensure your website has effective lead capture forms strategically placed to convert these visitors.
Must Read: B2B Content Syndication Platforms: Generate 10x More Leads & ROI
5. Leverage Influencer Marketing
Partnering with industry influencers can significantly enhance your content distribution efforts. Influencers have established credibility within your target market, and their endorsements can add weight to your content. Collaborate with influencers to co-create content, promote your syndicated pieces on their platforms, or leverage their social media reach to amplify your message.
6. Track and Measure Results
The success of your B2B content syndication strategy hinges on ongoing measurement and analysis. Use analytics tools to track key metrics like website traffic, lead generation, content downloads, and social media engagement. Analyze which channels perform best and adapt your strategy accordingly. Consider metrics like:
Website Traffic: Monitor the increase in website traffic coming from syndicated content pieces.
Lead Generation: Track the number of leads generated through gated content offers or contact forms embedded in syndicated content.
Social Media Engagement: Analyze the shares, likes, and comments your syndicated content receives on social media platforms.
Brand Mentions: Track how often your brand is mentioned alongside syndicated content, indicating increased brand awareness.
As we wrap up this blog, it should be clear how content syndication can help you- leverage your existing content assets to reach a wider audience, attract high-quality leads, and ultimately achieve your marketing goals. But what we've shared are just tips. If you want to turn these tips into actionable strategies, we're here to help!
