What is B2B content syndication and why is it important?
In today’s day and age, we believe every marketer is a content marketer. We live in a world where a majority of consumers across different age groups have an online presence. Content marketing is thriving in 2022, and we see a few reasons for this to change soon. If you do not believe us, check this out.
The value of the content marketing industry is over $400 billion in 2022 and is expected to reach the $900 billion mark by the end of 2028 . Besides, investments in content marketing continue to grow at an impressive pace, leaving very little doubt in our minds that it is the future of marketing. Content marketing is an important area of investment for nearly 97% of marketers in 2022 .
These stats establish that content marketing is an important marketing strategy for both, B2B and B2C companies. It helps businesses create awareness, expand their reach, and ultimately generate more leads. Syndicating the content you create allows you to achieve all these objectives. But what do we mean by content syndication and is it very important?
In this article, we will understand what content syndication is and why it is an important content marketing tactic in today’s marketing ecosystem.
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What is content syndication?
Over the past few years, content syndication has emerged as an important aspect of modern growth marketing. In fact, it has always been the case. Besides, content syndication methodologies have evolved over the years, because of the rapidly changing content formats.
Buy what is content syndication, and why is it important? Let’s understand.
Content syndication is an end-to-end process of publishing content you create on third-party platforms. The main aim is to reach a wider audience via a third-party website and drive traffic to your website. B2B content syndication is one of the most important lead-generation strategies for many large businesses.
Publishing unique and valuable content, including whitepapers, blogs, and videos, with a segmented customer account in consideration is referred to as content syndication.
The amount of leads that B2B marketers aim to generate from their content syndication campaigns is often determined by their content syndication providers.
Content syndication is not the same as guest blogging. Although they appear to be very similar, they are different. How? When you submit a guest blog, you are creating a fresh and unique piece of content, particularly for a single publication. Content syndication means that you are picking up a published content piece and republishing it, with permission on different platforms.
A reader can easily notice if the article was syndicated, and is not a guest blog as the original source is given credit on the page. In most cases, publications highlight syndicated content pieces with text such as “This blog was originally posted on “original publication + link.”
Content syndication in content marketing – why is it important?
Now that we have a basic understanding of content syndication, let’s look at why it is important.
1. Reaching and capturing a larger audience
When you syndicate your content to websites with loyal audiences and high domain authority, your content is visible to an audience who could never access it. For example, if your blog post has a potential reach of around 5,000, that number can increase exponentially with content syndication.
If your content is unique and has steady engagement, repurpose that piece of content as it reaches a new audience who may be interested in your blog.
2. Content syndication creates a steady online presence
Regular and consistent content syndication ensures that your brand is more visible and accessible digitally. However, the first step is to ensure that your content is relevant and insightful for audiences. The next step is to follow up with more content pieces that can nurture your visitors in their content consumption journey.
When you have a good commanding online presence, you can connect with a niche audience which was quite challenging before. With content syndication, you only have to reach out to websites that have established authority in your line of work.
3. Boost your website traffic
The aim behind content syndication for blogs may vary from business to business. That being said, increasing website traffic is one of the core objectives of all marketing teams. After all, you can only build awareness around your brand when you drive traffic to your website.
Did you know that Google and other search engines equate certain syndicated content with quality and authority? Therefore, content syndication can increase your organic traffic. For Google and other search engines, reputable news outlets approved your article showing they thought it was worthwhile and educational for their readers. We can observe higher rankings in search results from there.
4. Educate customers
After you are successful in redirecting visitors to your website, use this opportunity to provide additional insights regarding your company, product line, and how you can help them. It is important to create very engaging, relevant, and high-quality, content which adds value.
Although it is not a thumb rule, these content formats should be a part of your content syndication strategy. These include whitepapers, infographics, articles, and webcasts.
5. Better and improved lead generation
Modern problems require modern solutions, and modern marketing requires modern strategies. Content syndication is an effective way to improve your lead generation efforts as it increases your reach, enabling you to be visible in front of an audience you may never reach otherwise. It is a good opportunity to present your content to a relevant demographic. When you create and publish content on your website, its reach is restricted to your immediate audience, subscribers, and loyal followers only.
As a marketer, ensure that your content reaches a wider and more relevant audience. Sharing your content improves your ranking in search results because of relevant backlinks and increased authority. It makes you appear as a thought leader in your field. In the end, better search rankings aid in generating more visitors which may eventually provide more qualified leads.
Paid content syndication can also be helpful as a majority of ad platforms typically offer audience-filtering options. You may, for instance, choose to target prospects based on their firm size, industry, job description, or type of device.
6. Content syndication boosts your brand’s authority
One of the key benefits of B2B content syndication is that it helps you cement your position as a subject expert. Your brand may get lost in the crowd because of the presence of your competitors. Thus, you need to stand out from the rest and work toward becoming a thought leader in your industry. In simple words, your audience should be able to resonate with your content and find value in it. This is where content syndication works as a charm.
Choosing the right approach – which one will you pick?
As a marketer, you should know the different content syndication options at your disposal. Wondering what they are? Here are a few popular content syndication methods:
As the name suggests, co-marketing takes place when two companies come together to promote certain products or services for a co-branded offering. Here, both entities collaborate with each other by releasing a whitepaper, research study, gated content, and e-books. Any leads generated via co-marketing are shared between both companies.
Social syndication is also popularly known as “content swapping.” This means that two companies agree to promote each other’s products and services on their social media platforms.
As mentioned earlier in the article, guest blogging is when you create unique and original content specifically for another brand’s website. It is one of the most effective ways to generate backlinks and also improve your position in online search results. The main aim of guest blogging is to direct relevant traffic to your website and forge trustworthy relations with your prospects.
A gamut of media outlets often publishes Press releases, either for a nominal fee or sometimes for free. Press releases are effective when your brand is about to roll out a new product or when you would like to share important news related to your company. In most cases, the tone of the press release is that of a news article and contains a backlink to your website.
Final thoughts – B2B content syndication is effective and here to stay
As seen in the article, content syndication offers marketers a competitive edge and an opportunity for brands to stand out. It provides everything a marketer could ask for – from brand recognition to generate more leads, and everything in between, content syndication has all the ammunition marketers need to improve their brand’s credibility, authority, and visibility.
While content syndication provides a range of benefits, it is important to mix things up. One needs to find a perfect balance between creating original content and repurposed content to ensure their audiences are engaged and interested. As we sign off, do not forget that there should be a well-defined value proposition behind every content offering.
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 (2022) “Content Marketing Market Growth 2022-2028” Absolute Reports [online] Available from: https://www.absolutereports.com/global-and-united-states-content-market-20605879 [accessed October 2022]
 Salkin. M (2022) “40+ Content Marketing Statistics to Power Your 2022 Strategy” Semrush [online] Available from: https://www.semrush.com/blog/content-marketing-statistics/ [accessed October 2022]