5 Effective B2B Content Syndication Strategies for Marketers

An effective content syndication strategy is a powerful tool for B2B marketers looking to expand their reach and engage potential customers. Through a B2B content syndication strategy, businesses can share their content with a larger audience through 3^rd party content syndication providers to enhance visibility, reach, and to grow their marketable database. To get the most out of their content, B2B marketers should consider implementing multiple different tactical approaches to increase the success of their campaigns, such as:

1.   Co-sponsoring content

2.   Guest blogging or contributed articles

3.   PPC promotion

4.   Cold email outreach

5.   Telemarketing outreach

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By taking advantage of content syndication, B2B marketers can drive more leads and conversions while building relationships with their target audience.

What is content syndication?

Business-to-business (B2B) content syndication refers to distributing content, such as articles, blog posts, videos, or podcasts, from one organization to another to promote the content and increase its reach.

In B2B content syndication, the organization that creates the contentis known as the content provider, and the organization that distributes the content is known as the content syndicator. The content syndicator typically has a large audience or a strong presence in a particular industry, and can help the content provider reach a wider audience by publishing the content on their own website or through their own marketing channels.

Content syndication can be an effective way for B2B companies to promote their content and reach a larger audience, as it allows them to tap into the networks and audiences of other organizations. It can also help content providers build credibility and thought leadership within their industry by getting their content featured on reputable websites and platforms.

There are a few different ways that B2B content syndication can be carried out, including through paid syndication platforms, syndication networks, and through partnerships and collaborations with other organizations. It's important for content providers to carefully consider their goals and target audience when deciding on a content syndication strategy, as well as to ensure that their content is of high quality and provides value to the audience.

To drive revenue,an effective content syndication strategy is utilized in B2B marketing as a lead generation strategy to reach a larger audience, increasing brand visibility and driving sales-qualified conversions. Marketers can engage with prospects through content syndication lead generation, providing them with valuable content.

Content syndication works with many types of content, including:

·     Blog posts

·     Whitepapers

·     Videos

·     On-demand webinars

·     Articles

·     Infographics

·     eBooks

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What Are the Benefits of Content Syndication?

When a B2B business needs to reach an audience, either niche or at a larger scale,  in a stipulated time frame, a diverse content syndication strategy can successfully contribute to helping them achieve this objective.

To maximize the reach of content, B2B marketers should utilize an effective content syndication strategy. This requires identifying what topics and content their target audiences are interested in and creating high-quality content that is engaging, informative, and optimized for search engines.

Additionally, B2B marketers can leverage influencers and partnerships to help promote their content. Finally, using analytics to track the performance of the content is essential to determine which strategies are working best. By following these strategies, B2B marketers can effectively reach and engage their target audiences with their content at any stage of the funnel.

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Content Syndication Helps Capture A Wider Audience

It involves sharing content on social media besides third-party websites, allowing businesses to see their content from a wider audience. In this process, the same content is distributed to different channels, which helps the message reach key audiences in areas that may have previously been out of reach for a brand. By making the content accessible to a larger audience, it encourages engagement with both the content and the brand that published it.

Content syndication Establishes A Consistent Online Presence

Content syndication is imperative while building a consistent online presence thatdrives more engagement with your content. It is an effective way to achieve your goal of business expansion. By syndicating content, a business can increase its visibility online, which helps them establish trust and win customers. Hence a successful content syndication strategy with a consistent online presence results in increased brand awareness, driving qualified traffic, and generating more leads for the business.

Content Syndication Increases Brand Awareness and Website Traffic

Content syndication is an effective marketing strategy to increase website traffic,attract a larger audience, and increase inbound lead form fills. This technique can also help boost business visibility on social media by sharing content across multiple sites, directing prospects to the website through landing pages, and bringing more visitors to the website.

The amount of website visitors directly relates to the number of opportunities your business has to create a positive first impression, produce high-quality leads, spread the word about your brand, and develop partnerships; hence content syndication is crucial in drawing website traffic.

Content Syndication Assists in Educating Customers

Content syndication is an effective customer education strategy, fostering trust and loyalty. Content can be shared across multiple channels, including websites, blogs, and socialmedia, raising awareness and providing customers with tailored educational material. With whitepapers and other materials, customers can easily access insights, approaches, and strategies relevant to them.

Content Syndication Lead Generation Assists in Revenue Generation

By leveraging multiple content syndication strategies, businesses can create a strong pipeline of customers and prospects and ensure their continued success. Through content syndication, businesses can reach a larger audience with relevant information and generate quality leads that can be converted into sales.

List of 5 Effective Content Syndication Strategies for B2B Marketers

The key to effective content syndicationis to create content that resonates with the target audience and to usehigh-quality syndication channels to maximize reach and engagement. Here are a handful of the most effective content syndication strategies for B2B marketers:

‍1.    Co-sponsoring Content

Co-sponsored content means that you are producing and promoting a content asset with a 3^rd party. What type of 3^rd party depends on your end goal.

Many B2B businesses have solutions that work well with those of another B2B company. If this is the case for your business, it might make sense to collaborate on developing and promoting a piece (or several) of content. These could be co-hosted webinars or white papers where you discuss the symbiotic relationship between the two solutions and the benefits prospects would experience if they purchased both.

If you want to expand your current database or break into new markets, you may investigate co-sponsoring content with an established publisher that focuses on reaching your target audience. In these types of engagements, you may be able to co-sponsor an asset from a pre-determined content calendar or work with the publisher to develop a new topic that is unique to your solution.

‍2.   Guest Blogging or Contributed Articles

This is a great tactic when you want to increase your brand awareness and audience reach through outreach with established media outlets or publishers that have a large audience with your target market. Typically, the content topics you want to utilize for guest blogging or contributed articles will be survey-based, a substantial case study, or research-based thought leadership.

3.   PPC (Paid) Promotion

The great thing about PPC promotion of content is its relatively low cost. Utilizing PPC or PPM advertising is very effective for catching your audience when they are already actively researching topics relevant to your solutions. Paid promotion can include promoting your content on relevant social media platforms and running native advertising and programmatic campaigns. The great thing about promoting your content this way is that you have excellent control over who sees your promotion and when. Most platforms now offer the ability to target not only by demographics and firmographics but also by targeting based on intent and contextual keywords.

‍4.  Cold Email Outreach

When you are looking to expand beyond the reach of your existing database (and grow it), cold email outreach with a trusted lead generation provider can help you access new potential buyers in a pre-determined cadence. Lead generation providers will work with you to identify your target market, and they will then host your content and build an email outreach campaign targeting just those individuals within their 1^st party database. The advantage of this approach is that you can target niche audiences or run campaigns with broader targeting to drive leads at scale. The provider will run quality control on every lead to ensure you get only qualified and accurate lead data.

‍5.   TelemarketingOutreach

Telemarketing outreach is one of the fastest and most accurate ways to see a positive return on investment for your lead generation through a content syndication strategy. To run outbound telemarketing content syndication campaigns, it is recommended that you work with a trusted provider. They will have the in-house team of professional telemarketers and the expansive B2B data that is required to run these strategies at scale for a low cost. Some providers will also have the in-house capability to layer your outbound telemarketing campaign with cold email outreach and programmatic advertising. These 3-dimensional content syndication strategies have a significantly higher success rate for driving brand and product awareness, educating prospects, and warming them up prior to your internal marketing and sales outreach.

Conclusion

Content syndication is a great tool for businesses to capture a wider audience and build greater brand awareness. Companies should create a matrix of content for theirtarget audiences. They must focus on creating high-quality content that is engaging and informative. Contact Us to build a strong content syndication strategy that drives sales and generates revenue for your company.