Content syndication for lead generation is an increasingly popular growth tactic for marketing professionals who need to generate high-quality B2B leads.
As a B2B marketer, you know the hours, days, and even weeks it can take to produce, publish and distribute high-quality content. When you combine that time with your marketing budget being stretched in so many different directions, it’s no surprise that the content your department produces needs to work harder for you.
Therefore, content syndication is a crucial way to get the most out of your content marketing strategy, and syndicating your content is a great way to generate high-quality B2B leads when done right.
In this Ultimate Guide to Content Syndication, we'll explore:
- What content syndication is.
- How B2B marketers can implement content syndication into their marketing strategy.
- How to choose the best content syndication supplier.
- The most effective types of content to use when syndicating content.
What is Content Syndication in Marketing?
So, what is content syndication in B2B marketing? In a nutshell, content syndication is the process of distributing your organization’s content via 3rd party suppliers, platforms, and websites you do not own.
The primary purpose of content syndication within B2B marketing is to produce high-quality leads by distributing your gated content to new channels, generating relevant downloads and, ultimately, new prospects.
Content syndication services designed for lead generation are growing in popularity for B2B marketers. However, they shouldn’t be confused with other purposes of content syndication. For example, another common type of syndicated content includes publishing unique content on websites you don’t own for SEO purposes, such as link building.
In this guide, we’ll be exploring content syndication for B2B lead generation. When lead generation is your aim for your content syndication campaigns, your objectives will be to serve your content to the most relevant target audiences, via the most relevant channels to generate as many content downloads as possible.
Let's Take a Look at a Content Syndication Example:
Company H produces a high-quality piece of educational content designed to help its target audience of B2B tech marketing professionals learn more about B2B lead generation.
The piece of content is a 23-page eBook, similar to our Complete Guide to B2B Technology Lead Generation 2023 (shameless plug). The eBook took a content marketing team of two people around two working days of planning time, four days of subject and audience research, three days to write, two days for copy edits, and an additional three days for design work. No, this isn't one of those weird math problems you used to have to solve at school. Instead, this example shows that you're already looking at 14 working days between two people spent on the eBook's production alone.
When you also consider the time required to promote and distribute your content, in line with your goals and objectives for the eBook, the 14 days spent on content production will quickly snowball into weeks' worth of working days.
Sound familiar? Let's explore the benefits of content syndication to help you get the most out of your content marketing strategy.
Benefits of Content Syndication
There are several benefits to running content syndication campaigns as part of your lead generation strategy. The benefits include; reaching new audiences, providing value to your target audience, and making your content work harder, all while generating those all-important, high-quality B2B marketing leads.
Let’s explore some of the benefits of content syndication in more detail.
1. Reach New Audiences
A well-planned content syndication strategy can help you reach new audiences by distributing your content to new channels. Syndicating your content will usually be done in collaboration with a specialist supplier or agency. By working with a content syndication specialist, you will be able to tap into their expertise and reach new audiences via their channels.
For example, at Headley Media, we run our content syndication campaigns in collaboration with B2B technology companies using our portfolio of content library websites. We host our clients’ content on the most relevant websites from our portfolio, based on their lead generation objectives and the audiences they need to reach. We then promote their content to our global audience of senior business professionals and technology decision-makers across IT, HR, Marketing, Finance, and Electronics Engineering.
Our approach provides an excellent opportunity to reach new audiences. However, not all suppliers are transparent with their content syndication methods. Therefore, when choosing your content syndication supplier, it’s important to compare a few specialists, as their content syndication process and, therefore, their quality of leads will vary greatly.
If you have tried content syndication in the past, you may have had a bad experience, for example, by receiving low-quality leads or having no awareness of where your content was hosted. However, there are lots of ways to reach new audiences through content syndication, and with proper research, you’ll be able to find a supplier that is entirely transparent about the websites they host your content on and how they generate your leads through content syndication.
To help you find the right supplier, take a look at our Complete Guide to B2B Lead Generation 2023. Our annual eBook contains the key considerations and questions you should ask when researching lead generation suppliers.
2. Provide Value For Your Target Audience
Next up, providing value for your target audience upfront is a great benefit of running content syndication campaigns.
B2B buyers are continually researching solutions and looking for information and education. Therefore content syndication in B2B marketing is a great way to showcase your brand as a thought leader within the market; helping you build brand awareness and subject expertise with your target audience.
Your content syndication supplier will be able to advise you on the best content to use when running your campaign, which will usually be education-led pieces over sales-led assets. Sharing educational content provides value for your target audience – showcasing your brand as a thought leader in the industry and a trusted source of information.
Using educational content assets for your content syndication campaign will enable you to follow up with your leads using a nurture campaign designed to further educate your prospects before handing them over to your Sales team.
3. Make Your Content Work Harder For You
As a busy marketer, you know the time it takes to produce and distribute high-quality content, so a clever way to reuse and repurpose the content you have spent hours producing is to run content syndication campaigns.
We’ve all been on that content hamster wheel before, where you create high-quality content based on industry research, client feedback, and great stats. You run an awesome launch campaign, and then before you know it, you’re already onto the next piece of content.
So, to avoid your content simply living in the depths of your website's blog or only being used for one paid campaign, content syndication makes your content work harder for you through further distribution to new channels and new audiences.
Now we’ve discussed some of the benefits of content syndication, let’s explore how to do content syndication using a five-stage process.