What Is Syndicated Content?
Syndicated content is marketing material that's shared across channels not owned by the content creator.
In Headley Media's case, we share our clients' content across our content syndication platforms. We promote our technology clients' content to our audience of tech decision-makers which is then downloaded by our research-hungry readers, for the purpose of B2B lead generation.
The content itself varies from client to client but typically takes the form of whitepapers, eBooks, case studies, and research reports, as well as video and audio files.
Our B2B content syndication platforms are useful research libraries for professionals in the IT, cybersecurity, HR, marketing, finance, and electronics industries.
Published in 60 countries in their native languages, each content syndication platform has millions of readers across the globe who, on the strength of the content we syndicate, willingly consent to hear from our clients in the technology sector.
The trick is to make your syndicated content as useful as possible for the intended audience, so it's more likely to be used when B2B buyers are researching new products or key topics in the industry you work in.
B2B content syndication is effective for lead generation for several reasons:
- Syndicated content can help you reach a bigger audience than through your owned channels alone.
- You can target your audience using industry-specific content syndication platforms.
- B2B content syndication makes your content go further, enhancing all your marketing production efforts.
- Content syndication campaigns give you a fully traceable, 100% digital journey for each new lead generated.
B2B Content Syndication Platforms: What to Look Out For
Not all content syndication B2B platforms are created equal, and the lead generation industry has more than its fair share of shady players, so you need to choose your supplier carefully.
Many B2B lead generation agencies buy leads in from 3rd parties. They don't own their own content syndication platforms, so they can't show you the journey each lead took to become a lead.
When running content syndication campaigns it's essential to know how your new leads first became familiar with your brand, because this information will help you to build on your relationship with them. If you know they downloaded a certain piece of syndicated content, for example, you can feed them similar content that's more likely to hold their interest than something generic.
Also, not all B2B content syndication vendors authenticate each lead's details or prove the lead consented to hear from you. This approach compromises the quality of your leads and puts you in danger of breaching data privacy laws like GDPR.
So how can you be sure you're trusting your content syndication campaigns to a reliable supplier?
Transparency is the key.
A good place to start is with their reader journey. Get your prospective B2B content syndication vendors to show you how syndicating content on their platform works from the leads' perspective.
There are also several key questions you can ask your potential supplier. Can they confirm they won't subcontract your content syndication campaigns to a 3rd party? Do they guarantee data compliance in all their target markets?
You can download our ungated checklist for a full list of questions to ask potential B2B content syndication vendors.
You can also read our step-by-step guide to content syndication for more information!