If you’re a content marketer, you know how important it is for you to have a variety of B2B marketing tactics up your sleeve. They can help you build awareness around your brand, expand your reach, generate more leads, and more.

The content syndication process does a little bit of all of this. When you share what you write or create, you share your information with third-party organizations for them to share or publish on their platforms.

If you’re not already syndicating your content in some way, you really should be. The online world is a vast and contentious place, so it’s unreasonable to think you can limit your content distribution to your own blog. It’s always a good idea to get your blog posts in front of a different audience than they might know exists.

What is Content Syndication?

Content syndication is the sharing of content such as blog posts and whitepapers to third party sites. Content syndication can be free or paid. Some websites and industry advertising organizations are willing to publish your content on their site for free. Major media sites often charge a fee to republish sponsored content on their sites.

A publication content syndication network will help you distribute your content to their affiliate sites and will often charge you a fee each time visitors to the publishing site click on your content. On the other hand, people who click on your link will be taken to your website, where you can engage them in their content journey.

Another type of content syndication is the use of poorly understood white papers, e-books, research reports, or even recorded webinars on third-party websites to generate leads. I referred to these programs as pay-per-lead programs. But they are often billed as part of a program that may or may not charge per lead and may include a guaranteed minimum number of leads.

If you google “content syndication”, you will see the first search result page full of articles referring to this type of content syndication, where you republish articles on someone else’s site. But equally relevant and more measurable is a definition where you share gated content (registration-required) like e-books or white papers to get leads.

Content Syndication: Does It Work?

Here are some reasons why content syndication works as an effective marketing strategy:

1. Attract a large audience
Consolidating your content to trusted sites with a large and loyal audience allows your content to perform better among a wider audience that you might otherwise not be able to reach. Let’s say your first blog’s content has the potential to reach 1000s of content consumers, but that reach can reach hundreds of thousands on other sites.

If you have great content that gets you good engagement rates. Reusing that content can be a valuable opportunity to target new audiences and demographics.

White paper syndication tools can also provide access to industry or specific audiences.

2. Build Consistency Online
If you regularly publish content Your brand will be more visible and accessible digitally. It all starts with providing relevant and useful content to your audience. Then continue with additional content that can help nurture visitors along their content consuming journey.

Having a strong online presence can help you find niche bands that have proven to be a big challenge for your team. You will need to deal with a reputable website in your industry. And help show them what you have to offer through your content.

I used to use content syndication all the time as part of my marketing and lead generation strategy. This allows us to see which content distribution campaigns are best for generating the highest quality leads. It also allows us to evaluate which platform is generating the best leads. This way we can optimize our budget. Finally, since most B2B purchases are closing in six months, the Always-On program gives you the time to measure all the way to closing and winning the deal.

That’s what sales teams (and marketing directors) love!

3. Increase traffic
The purpose of publishing content for articles varies from business to business. But increasing website traffic is often one of the top three considerations for marketing teams. Remember that before your site can increase your brand awareness, you need to drive traffic to your site.

Posting content can increase your organic traffic because Google and other search engines do it. Compare overall content with quality and permissions for Google and other sites. The fact is that credible news sites accept your content. This means that they find the content informative and valuable to their audience, and you will see it rank higher in search results over time.

4. Educate Customers
When readers click on your content and land on your site. You can use this opportunity to provide more information about your brand or how your product can help solve their problems. Be sure to provide them with high-quality content that they find most educationally valuable. interesting news and entertainment

As a general rule, your content should only be 20% promotional. You can look at the following four main types of content for your content outreach strategy: 85% white papers, 60% webcasts, 50% infographics, and 35% articles.

5. Improve Lead Generation
Content marketing today demands a well thought out strategy. When it comes to generating leads, it is easier and more efficient to get high quality leads by distributing your content to publishers who target customers similar to your brand. Like-minded people are more likely to be interested in your content, which indicates that they are a good fit for the customer.

Content distribution is a great way to improve your lead generation efforts because it expands your reach, allowing you to connect with audiences you might not otherwise reach. This will help you optimize responses and put your content in front of a relevant demographic with high purchasing potential, so you’re not limited to your immediate audience of customers and loyal followers.

After all, you put a lot of time and effort into creating high-quality content, so it’s only natural that you want to expand your reach so that more potential customers can take advantage of your offers. This is where effective content syndication works like a charm.

Additionally, sharing your content improves search engine performance with relevant backlinks and increased trust. It also positions you as a thought leader in your industry. Ultimately, higher placements in search help generate more traffic, which can lead to more qualified leads.

Paid content syndication can also be useful, as most advertising platforms typically offer audience filtering capabilities. For example, you can target potential customers based on their demographic, device type, job title or role, company size, and industry type.

6. Add Brand Control
One of the benefits of syndicated content is that it helps you establish your brand or site’s identity as an expert in the field.

When your niche market is very crowded, as it often is these days, content syndication can help your brand stand out from other companies as you reinforce your role as a thought leader — someone who Someone who can inform and entertain your audience while you speak. .] your brand, product or service in a way that is relevant to your target audience.