Reach the Right B2B Decision-Makers With Content Syndication

Headley Media's content syndication platforms span 265 websites, in 60 countries and 32 languages.

B2B content syndication is one of the most effective strategies used by marketers to reach technology decision-makers while generating high-quality leads.

Choosing reputable and transparent content syndication platforms and suppliers is essential. To guarantee a return on your investment you need to know exactly where your content is hosted and how your leads are generated.

Contact Headley Media to Find Out More

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About Headley Media

Technology companies across the globe trust Headley Media's content syndication campaigns to deliver B2B technology leads.

We own 265 content syndication platforms across 60 countries in 32 languages. We promote educational content to our well-established audience of senior technology professionals on behalf of our clients, who need to reach technology buyers and generate high-quality B2B leads.

Account Based

Content Syndication Best Practices

Our Approach to Lead Generation

Many B2B marketers feel frustrated with content syndication and lead generation, left to pay the price for poor-quality leads from questionable sources. With companies and consumers now empowered by data-protection laws worldwide, these concerns are only growing. That’s why Trust, Transparency, and Integrity remain our guiding principles.

100% Digital Blue

100% Digital

We run all our content syndication campaigns 100% digitally, ensuring your leads are up-to-date and fully traceable to the source.

Transparent Reader Journey Blue

Reader First

Our websites are free from adverts, eliminating noise and providing our audiences with a distraction-free reader journey, direct to your content.

Custom Opt In Blue

Custom Opt-In

The download form to access your content includes a custom opt-in statement and an unchecked tick box, meaning your leads have agreed to be followed up.

Professional Audiences Blue

Professional Audiences

Our ever-growing audiences of Senior Tech Professionals and business decision-makers rely on our websites when searching for high-quality and reliable information they can trust.

B2B Email Blue

Business Emails

Readers must provide us with their business email addresses to access your content. In turn, this provides you with relevant professional prospects ready for nurturing.

Data Validation 2 Blue

Data Validation

Before being delivered to you as leads, readers who download your content are subject to our dual AI and manual data validation process for quality control and reverification of their contact details.

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!

Content Syndication FAQs

What is content syndication in B2B?

Content syndication in B2B marketing is when you share your promotional content - such as whitepapers, eBooks, research and case studies - with a wider audience via a 3rd party, usually for the purpose of lead generation, though also to raise awareness of your brand. The 3rd party ideally hosts relevant content libraries for your audience, where your content can be downloaded and each reader’s contact details collected to be given back to you as a lead. 

How does content syndication work?

At Headley we use content syndication to generate B2B technology leads.

We host content on behalf of our clients across our portfolio of content library websites, to be downloaded as educational resources by technology professionals. Our audience of technology professionals give their business card information on your content download form in return for your content, at which point they are eligible to become technology leads. We follow a dual AI and manual data validation process before delivering leads to our technology clients.

How do you generate leads for B2B technology companies?

We generate high-quality B2B leads with a traceable digital footprint. Our approach is 100% digital and our transparent lead generation process lays the foundation for all our lead generative services.

Headley Media's Single Touch, Double Touch, Nurture Track, or SoftBANT lead gen services can be combined with a number of campaign enhancements to create bespoke campaigns and highly targeted leads, based on our clients' lead generation objectives. Our campaign enhancements include ABM, Intent TargetingProgrammatic Display, and other Audience Intelligence strategies.

What makes Headley Media different to other lead generation suppliers?

We stand out from the crowded B2B lead generation industry by delivering high-quality and fully traceable prospects 100% digitally.

We generate 1st party leads using our portfolio of 262 content library websites, and we never outsource our campaigns to 3rd parties. Our transparent approach to lead generation means we can provide complete visibility into how we generate B2B leads for our clients, including when each prospect consented to share their data.