Content Syndication Marketing: A Quick Guide for B2B Marketers
Only 16% of marketers use content syndication as a channel to distribute content, according to SEMrush.
Most content marketing teams rely on a multi-channel approach to promoting their assets, but when you’ve saturated your audience with your content, you may limit your demand generation results.
This is where content syndication marketing comes in handy.?
What is content syndication in digital marketing?
Content syndication is a digital marketing strategy where existing digital content is republished across third-party websites or content syndication platforms for demand generation.?
Content syndication can help you achieve many goals – from generating impressions and clicks, all the way to generating qualified leads.
Most syndication campaigns also run in tangent or within an ABM (account-based marketing campaign), a targeted marketing approach aimed at reaching specific accounts with carefully tailored content.?
By republishing your content, you can:
As you can see, access to a net-new, targeted audience is a key component of any content syndication strategy.?
Content syndication vendors are able to get your content in front of new eyes by developing long-term, value-add relationships with a network of audiences.?
With your targeting criteria, these third-party platforms and services simply republish your content.
Why it’s worth investing in B2B content syndication:
1 — Save valuable in-house resources?
Crafting and executing a successful content marketing strategy takes precious manpower and time. But by syndicating your existing content pieces, you can get more bang for your buck. One piece of content, multiple results!
2 — Generate qualified and targeted leads
Because you’re providing specific and relevant content to the right audience, leads that come in from content syndication sources tend to be more qualified.?
By promoting your content to a wide network of industry professionals, you gain a competitive edge and establish yourself as a trusted voice in your field.?
What types of content syndication are there?
Content syndication comes in two forms: free and paid.?
Many marketers ask, how much more effective is paid content syndication? What if my content already generates a decent amount of traffic?
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According to Demand Marketing, content syndication marketing generates upwards of 3x more leads than traditional marketing.?
Being competitive in an oversaturated market requires distributing personalized content at multiple touchpoints in the buyer’s journey.
The best way to do that? Paid content syndication. All you need is the content asset you want to syndicate, and a good idea of the customer segments you want to target.
A dedicated content syndication vendor like ViB, delivers content to your target audience based on the ideal customer profiles you’ve outlined while creating your unified strategy.
Benefits of paid content syndication over the free option include:
1 — Precise targeting
Paid syndication partners usually provide networks of hundreds of thousands, if not millions of audiences, that are carefully segmented based on their demographics, firmographics and more.?
2 — Guaranteed, valuable leads
Especially when you’re opting for a CPL (aka pay per lead) pricing model, you’ll be able to see verifiable results and the ability to directly measure your ROI.
3 — Scalable ROI?
Database saturation and data decay are real challenges. By working with a vendor or platform with a network of audiences beyond your existing database, you’re able to continually get new audiences to the same piece of content, helping you create a framework for growth.
Planning a content syndication strategy
Let’s walk through the key components in a syndication strategy and make it as smooth sailing as possible.
First things first, let’s define your goals. What are you looking to achieve through syndication? Are you aiming for increased brand exposure, or perhaps to generate MQLs??
Next, what kind of resources or timelines do you have? Think about the budget you want to allocate, and how your team will support the campaign.
Building on these considerations, who is your ideal target audience? Who do you want to reach and engage with??
Understanding your objectives, capabilities and audience is key to selecting the right syndication partners. Look for platforms or websites that attract the people you’re trying to connect with and have a solid reputation achieving the marketing objectives you have in mind.
Now, here comes the fun part – creating compelling content! Whether it’s articles, ebooks or videos, tailor your content to appeal to your target audience. Make it informative, engaging, and don’t forget to include a strong call-to-action to spur your readers into action.
Last but not least, tracking your results is crucial. Regularly analyze the performance of your syndicated content. Keep an eye on metrics like engagement, downloads, and lead-to-opportunity conversion rates to gauge the effectiveness of your efforts.
Getting started with content syndication marketing
Whether you’re looking to accelerate your funnel or build brand credibility, affordable content syndication partners like ViB will help you reach your goals, save your budget, and improve your bottom line.?
Chat with us for a personalized solution walkthrough, or get more specifications with the ViB Syndication datasheet.