Content Syndication, the rising way of Bridging B2B Gaps

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Introduction

You have worked hard on creating content that is doing reasonably well on your blog, social media, and your website.  However, you want to grow above your niche and aspire to reach a much wider audience with your content. Content syndication is a way to share well-researched, intelligently created content on the third-party platform in the B2B space. in order to reach out to an expansive audience to build your brand value. Content syndication involves republishing your content in the form of eBooks, webinars, articles, and whitepapers strategically in order to generate leads, build brand visibility and ultimately capture the interest of your target audience. A well-defined content syndication strategy can go a long way to build a strong network across multiple platforms and eventually build brand awareness.

Why Content syndication is on rising?

There are quite a few reasons why content syndication is on the rise in the B2B sector post the pandemic. For starters, the focus of brand marketing has shifted from the physical world to the virtual world, and the importance of ‘well-crafted content’ has been amplified much fold to reach out to the target audience.  Syndicating content to larger, popular websites with high traffic can garner bigger exposure and reach for your content. If the content is syndicated on a daily basis, you can nurture the audience and lead them from one relevant piece of content to the other which may eventually transform into potential sales prospects. The host websites and blogs which accept content for syndication can only stand to gain by publishing relevant, well-written content thereby attracting more quality and relevant traffic to their site. Moreover, it’s a win-win situation for both parties –while the host gains appreciation and loyalty for well-received syndicated content, organic traffic is generated to the website of origin by virtue of the syndicated content’s popularity.

Here are some facts about Content syndication that will help you plan your content syndicating strategy:

  • 81% of companies planned on maintaining or increasing their content marketing investment in 2020
  • 52% of B2B marketers agree their organization provides customers with optimal experiences across the engagement journey
  • The top 3 content mediums for B2B marketers are social media content (95%), blog posts/short articles (89%), and email newsletters (81%)
  • 24% of B2B marketers are actually partnering with others to expand their audience reach
  • 76% of marketers surveyed measure the success of their content based on organic traffic. — 62% measure it based on leads, 60% by page views or sessions, and 47% by conversion rate.

Source: contentmarketinginstitute.com/  semrush.com

How to do a Successful Content Syndication

  • Set your Goals before creating the strategy: Set your goals before you start creating a personalized strategy for Content Syndication. Lead generation and conversion may be your key purpose but pre-defining your goals step by step is a good idea. Access your market and target audience, do you already have a well-defined target audience with whom you have already connected, or are you targeting a wider more general audience? Are you introducing yourself through your campaign or is it a follow-up campaign? Research the type of content you wish to share with your audience and the types of third-party platforms they are more likely to visit and then decide on your content syndication strategy.
  • Create authority with great content: The content you syndicate should be of high quality and relevant to the audience you are targeting. Your content may be in the form of articles, whitepapers, videos, Newsletters, Webinars, Ebooks, or Case-studies. With the precise nature of the content, you wish to syndicate, be mindful of the audience and what information they are looking for. The idea is to create content that is educative, informative enough to dictate authority within your audience. If you are consistent with the quality of your content you will eventually find success with your content syndication strategy. Try to follow in the footsteps of a thought leader who would constantly nurture, indulge and inspire his/her audience to believe in what they have to say.
  • Boosting Traffic to your website: One of the main purposes of content syndication is to drive traffic to your website and build brand awareness and visibility. Syndicated content may not be directly beneficial for your website ranking but indirectly it can drive traffic to your website through links and back-links included in the content. Moreover, if your content does exceptionally well and is accepted by creditable platforms- its reach and popularity will translate into increased organic traffic for your website.
  • Choose the Right Content Syndication Partners: Choose your partner wisely. Websites and blogs with a larger audience and greater reach are always the ones you should aim to associate with, but make sure they address your particular niche. After you find publications that will help you reach your target audience, research the style of content they publish and understand their user base. Your partner may agree to republish your syndicated content or feature your original content (also known as guest post) on a one-off or regular basis. Based on the popularity of your content you can also go for ad-supported content syndication, where you can share revenue with your publishing partner, or Licensed content syndication, where you can Licence your content so that when published you can earn royalties on the same. To judge your content syndication success, you can keep an eye out for – bounce rates, click-through, and other results to evaluate and polish your next strategy and improve your syndicated content for future publishing. Here are some popular websites that offer free content syndication- Medium, Slideshare, Quora, StumbleUpon, Reddit, and Tumblr.
  • Paid content syndication: Paid content syndication is when you pay a big website or blog to publish your content. The system of paid content syndication works – as you set a capped budget with your chosen publishing partner, a cost-per-click procedure with a pre-defined target audience. Then the platform serves readers with your ad as a recommended article, featuring an image, a short title, and a link back to your website. Big brands often collaborate directly with big publishers to get their content in front of a bigger audience. While earlier this was quite an expensive preposition presently there are tools like Outbrain and Taboola which make it possible for even smaller brands to appear as recommended content on sites like CNN, BBC, or The Guardian. The only downside of paid content syndication features your content as sponsored.

How content syndication helps brands?

In the B2B space, the key to success is brand visibility and building credibility. Strategic content syndication not only helps brands to gain maximum exposure but also establishes their credibility through meaningful content across social platforms. The audience can primarily connect and understand the brand ethos. Secondly, brands can generate trust through sharing whitepapers, research, or case studies with their audience. The websites, blogs that syndicate content attracts more audience and commands authority by publishing top-notch content on their platform. Moreover, it helps the brand in fetching inbound links from credible websites, accelerates a total number of marketing leads, and creates a network for marketers to benefit from positive word-of-mouth-Marketing. Here are brands that made content syndication the key for successful marketing:

  1. DELL: Extensive Targeted content marketing and content syndication were conducted for the American computer technology company DELL brand to promote B2B services. The content syndication partner leveraged for the activity was able to generate 60-70K+ views for their product-driven content. The success rate for the whole campaign using different methodologies resulted in generating 400+ high-quality leads for DELL and DELL EMC products. Dell case study
  2. US-Based Tech company: AUS-based global provider of integrated information technology and software services wanted to capture more MQLs, create better alignment between marketing and sales, to increase their conversion and increase their ROI. The paid content syndication partner helped the brand in building better brand recognition, product awareness and generated 915 quality MQLs. The brand’s continuous efforts on content syndication have enabled them to achieve their goals of driving incremental online reach and generating 138% more quality MQLs from different channels. Unboundb2b.com

Nurturing Content Syndication Leads

Content syndication is a potential medium of generating quality prospects for B2B marketers. If you are partnering with a website or blog, explore the possibility of using gated content. If a guest or visitor shares names and emails to enter, view, or download your syndicated content, your publishing partner can cascade this lead to you and you can further engage with the lead using drip-email campaigns.  You can nurture these content syndication further by sharing relevant content and converting them into sales prospects. A ‘thank you’ or ‘welcome’ email is a great way to appreciate your association with the lead as well as create future relations. In fact, when launching a content syndication program, it’s important to collaborate with your sales team and consider implementing a lead scoring program or introducing effective landing page forms to capture valuable leads.

Conclusion

In the ongoing post-COVID 19 scenario, when many brands are struggling to stay afloat – content syndication provides hope and a well chalked out strategy to gain authority in the B2B space as well as establish credibility with a larger audience. Republishing your content on well-established and high-authority sites positions you among thought leaders within your industry and boosts your brand’s reputation. If your content is accepted and syndicated often you can establish yourself as a reliable source among your audience as well as the industry leaders. Content syndication can fuel a brand’s content marketing efforts and enhance brand equity from big market players to start-up enterprises.

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