In today’s business world, there is no room for complacency for marketers. As the competition continues to be fiercer than ever, lead generation is very crucial. In the internet age, content marketing has emerged as an affordable and effective marketing tool. Businesses of all shapes and forms are dedicated to creating unique, high-quality content across a variety of digital touchpoints.
As time goes by, Google continues to surprise us with frequent algorithm changes, compelling content, and digital marketers who stay alert at all times to ensure content integrity is maintained. While creating high-quality content on a regular basis is an absolute necessity, it may not be enough. Content syndication is equally important to reach a wider audience, get additional referrals and grow your business.
However, there are many doubts about B2B content syndication. For starters, is reposting content published on third-party websites a good SEO practice? Is recycling outdated content to generate organic traffic an effective marketing strategy?
If you are looking for answers to these questions, this blog is written for you. We understand the basics of content syndication and understand why it’s important.
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So what is content syndication?
Content syndication is a tried and tested content marketing and lead generation strategy. It involves the seamless hosting and distribution of B2B content on third-party websites and platforms.
The goal of B2B content syndication is to ensure that your content reaches the right audience to generate relevant leads.
Why is B2B content syndication so effective?
We hope you have a basic understanding of what B2B content syndication means. Now, let’s examine the benefits of content syndication.
1. Drive, drive, drive
Better and improved lead generation is undoubtedly one of the biggest benefits of content syndication. This content marketing strategy allows a company to generate more high-quality leads.
Content syndication is effective as there are tangible results. Unless you have the right expertise and experience, outsource your content syndication to an agency. Not only will you have clarity about the leads your campaign can generate, but an agency will also create a strategy that’s right for your business.
A trusted and reputable agency will help you generate lots of leads.
2. Reuse content: a dream come true
Content syndication is a dream come true for marketers who want to reuse content. After all, creating good quality content takes a significant amount of effort and time. Therefore, marketers are looking for opportunities and the best ways to reuse content, and content syndication opens this avenue.
B2B content syndication helps you reuse content without having to update, edit, and modify it. Marketers just need to identify what content they want to repurpose and who their target audience is. Content syndication will take care of the rest.
3. Go beyond the horizon, reach a wider audience
If you want to increase your leads, prioritize demand generation. That said, you should try to proactively reach out to new customers. This is another major benefit of content syndication. It allows you to reach a larger audience locally and globally.
Content syndication has its own amount of complications. This is why it is advisable to have an agency take care of content syndication for you. These companies distribute your content through different platforms, channels and websites they have. Rest assured that your content will be targeted to relevant and experienced audiences.
4. More backlinks, better results
It’s safe to say that the destination of your company’s website is heavily influenced by Google. What is the domain authority of your website? What is the search volume for a keyword that is widely used in your industry? How can I show my website on the first page of a search result? This is where search engine optimization (SEO) comes in.
The goal of SEO is to ensure that your website ranks higher in search results. Building backlinks is one way to rank high in search engines. Links from one website to another are called backlinks in SEO.
The cornerstone of content syndication requires users to create trusted links that lead to the original blog post and websites.
The search engine gives more credibility to a website if it has more backlinks to the original page. Your website will appear more frequently in search engine results, allowing you to get organic traffic.
5. Content syndication is cheap
Content marketing or digital marketing in general is more affordable than traditional marketing media. Content syndication is no exception. It is cost effective and one of the best ways to generate lots of leads without spending much.
Even automatic content syndication will fuel the pipeline and draw leads that keep the sales force active. This is only possible once expectations are managed and the follow-up procedure is completed.
There are many lead generation strategies that drive leads into your marketing funnel. This is true even if you have to pay. Here, third party providers can also benefit as they get access to free content for their websites.
6. Brand awareness
Another major benefit of B2B content syndication is building brand awareness. It allows existing brands to improve their stature and new brands to emerge. Publishing unique and niche content on third-party websites regularly improves a company’s credibility and helps it establish a firm footing in the industry.
The more people know about your company, your product and your services, the more likely you are to generate new leads. It is important to understand that your products and services will only sell when people know about the existence of your brand. Hence, building brand awareness becomes very important and content syndication helps you do that.
7. B2B content syndication drives real engagement
The type of relationship a company shares with its customers is a fair indicator of the company’s success. If you want to build lasting relationships with your customers, consider content syndication.
8. Companies can syndicate different contents
Note that you can syndicate content beyond blogs and articles. Typically, you can also syndicate fact sheets, white papers, case studies, videos, and webinars.
Content is normally closed. It means that readers have to fill out a form before they can fully access the content. Make sure supporting descriptions or summaries of content pieces differ from those on your website to avoid SEO penalties for that content. Consider changing the title as well. Ask your content syndication provider to use a canonical tag to link to the original source if possible.
Difference between guest blogging and content syndication
In content syndication, you are not creating new content. You are simply reposting it. On the other hand, guest blogging means you are creating and publishing original content on third-party websites.
Content syndication is more extensive than guest blogging, which is precisely why many marketers favor syndication over guest blogging. In content syndication, you have to write a price and post it on your website’s blog page. Now, you can syndicate the content you’ve created on other content and syndication platforms.
When you republish content, you save time and resources because you’re not creating new content. You can continue to generate leads even when you republish content. However, guest posts are not scalable.
After you write and publish a guest blog on a popular website in your industry, it will stay there permanently. You may not post or reuse it in the future. Therefore, content syndication is more scalable than guest blogging.
Final Thoughts: B2B content syndication is important, don’t ignore it
As mentioned above, content syndication is every marketer’s dream come true. The word was written by Ann Hadley: “our online words are our emissaries; they tell the world who we are” when establishing syndication relationships sums up content syndication in the best possible way.
Content syndication is an essential component of demand generation. So, if your content is distributed on the right platforms, you will start reaping the benefits of this amazing content marketing strategy. By now, we hope you have enough knowledge to get started with syndication.
It’s the best way to scale your content marketing strategy. So what are you waiting for?
You can leave a comment below and tell us if you’ve deployed content syndication. What are the results? We would love to hear from you.
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Feature Image Source: Image of Diggity Marketing from Pixabay
Image source 1: Image of Werner Moser from Pixabay
Image source 2: Photo of Melanie Deziel activated unsplash
Image source 3: Image of Diggity Marketing from Pixabay
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