B2B Content Syndication: The Ultimate How-To Guide

Lainey Mebust
October 15, 2019

A modern marketer knows the power of great content.

But once you’ve woven keywords and engaging copy to create the perfect piece, what’s next? How do you get your carefully crafted asset into the right hands? Or any hands for that matter? Sometimes we need a little help getting our content in front of the right audience.

That’s where content syndication comes in. 


What is B2B Content Syndication?

Content syndication is a way to share your content with new audiences. Instead of promoting on your own site, content syndication republishes your content on third-party platforms. In the B2B space, these publishing platforms come in a few shapes and forms including thought leadership blogs and content hubs. These third-party platforms host your eBooks, webinars, articles, and whitepapers on their site, sharing your content with their network and capturing prospect information with a gated form. Syndicating your content can help you spread your reach, bolster brand awareness, and ultimately generate new leads. But, executing a content syndication campaign requires the right target, content, and partners.

Today, we’re breaking down how to master B2B content syndication


Go for the (Marketing) Goal

Like any marketing campaign, your journey starts with a goal. Syndicating your content can help you reach new audiences, improve SEO ranking, and drive traffic back to your site. Before launching a campaign, it’s important to pinpoint where you are now, where you’d like to be, and how B2B content syndication can help you get there. Do you want to generate top of funnel leads? Boost SEO ranking? Capture new email subscribers? Pinpoint a specific, measurable, and realistic goal first, then get to work. 


Choose your target audience

Establish your target audience by identifying job titles, industry, company size, location, authority, department, and any other relevant parameters. Working with a vendor, these are the exact persona traits you’ll need to establish to ensure your content reaches the right folks. Not sure where to start? Take a look at your existing customers. When did they convert? Who was the decision-maker? What was their job title? Analyzing this data will give you a great starting point to identify which personas perform best.


Create Your Content

With your target audience locked in, it’s time to craft your content. Review your content library to pinpoint relevant webinars, ebooks, whitepapers, guides, and articles that ignite the spark (aka perform best with your current customers). If you have an extensive library to choose from, review your assets to pinpoint a top-of-funnel piece that aligns with your goals. Choose a piece that appeals to your target audience, is inherently helpful, and has exclusive value (i.e., insight only your team can offer). These are the golden ticket qualities that will excite folks and motivate prospects to plug in their contact information. 


Select a Trusted Syndication Vendor

A vendor handles the nitty-gritty of content syndication but choosing the right partner can make or break your campaign. Because a content publisher hosts your content on their site, you have little control over the inbound or outbound strategies used by their team. Choosing the right partner comes down to transparency. Your partner should clearly outline their process, how they drive traffic, and the specific channels they use. This can involve email, paid ads, telemarketing, and social network platforms like LinkedIn.

Understand how your partner builds their network and evaluate if what they bring to the table aligns with your goals. For example, if a partner can guarantee site traffic but not sales-ready leads, you might need to keep shopping if you’re expecting new SQLs. Outlining these expectations with full transparency will help you choose the best team for your needs. With the right partner in your corner, you’re ready to launch your campaign. 


Run. Review. Repeat.

As you run content syndication campaigns, you’re generating a gold mine of insights. As campaigns come to a close, check how your new leads (or subscribers) meet your expectations and how they progress down the funnel. Tracking new prospects as they facilitate through the rest of your marketing efforts will help you improve your target audience, your content, and evaluate your vendor. Meanwhile, measuring, iterating, and testing how your content performs against new audiences will help you improve your marketing efforts across all fronts. 


Wrapping it All Up

Done right, B2B content syndication achieves far more than brand exposure. Sharing relevant, valuable, and exclusive content is a strategic way to snag the attention of new prospects. Even if you have a high traffic blog, content syndication can bring your brand to fresh audiences and spark new marketing opportunities. With the right assets, target, and partner, content syndication can help your brand reach new heights and stand out as an industry thought leader along the way. Tools like LeadCrunch with AI-powered content syndication make getting your content in front of the right folks easy. 


Further Reading

Lainey Mebust
July 9, 2020
Lainey Mebust
November 4, 2019
Lainey Mebust
. 15 min read