CONTENT SYNDICATION: Meaning, Platform, B2B, & SEO

Photo Credit: CopyPress

Your best content can become a potent lead-generation tool with the aid of content syndication. It is a marketing strategy that enables you to reach a much wider audience with your material than you would if you just put it on your website. Then, before a lead even visits your website for the first time, they can be educated, engaged with, and qualified using your ebook, whitepaper, report, checklist, or webinar. Content syndication is a strategy used by B2B sales and marketing teams to not only generate more leads but also the proper sorts of prospects. And based on our study, that is one of the main problems now affecting B2B firms.

Gaining the most exposure is your top priority when you’re just starting out. Web content syndication is excellent for this. Nevertheless, you must first demonstrate your writing skills if you want websites like HuffPost, Fast Company, The Next Web, and others to reprint your articles. Writing guest blogs is an easy way to accomplish this. A strong writing portfolio is nearly usually the foundation of a good content syndication plan. Make guest post requests to some of the most popular blogs in your niche before spending time on content distribution. This will increase the success of your content syndication.

Content Syndication

Republishing owned content on other websites is referred to as “content syndication.” By making material accessible to new audiences, content syndication extends its reach. Syndicating content broadens your audience and enhances site traffic. Blog posts, articles, videos, podcasts, and other material types can all be syndicated. Both large and small publications like syndicating content since it enables them to provide their audience with up-to-date content. Since it exposes their name to a new audience, the original authors also gain from this technique. The situation benefits both parties. Although they may appear to be identical, content syndication and guest blogging are distinct practices. A guest post is an original article created just for one publisher. The same piece of content is actually taken and republished on several platforms with permission as syndicated content.

It can be a terrific approach to reach a wider audience, despite the fact that some people are hesitant to have their information published on other websites. Some content marketers are concerned that by posting their content on another website, they would lose out on visitors who would otherwise view it on their own page. Yet, through reciprocal linking, content syndication raises brand awareness and increases traffic to your website.

One of the numerous benefits of content syndication is that it strengthens the authority of your website. One apparent action you can take to increase the authority of your website is to create high-quality, pertinent, and optimized content, but it can take some time. The reach of your blog post can be increased by using content syndication, which may also improve visitors to your website.

Excellent Content Syndication Ideas

#1. Locate appropriate partners

Make sure your content is included on well-known, highly-ranked websites that appeal to your target audience if you’re going to republish it. Reach out to possible syndication partners after doing some research on them. They’ll probably be intrigued if your content fits their interests.

#2. Decide how to syndicate best.

A whole article or blog post should occasionally be syndicated to a different website. In some cases, it’s preferable to syndicate only the headline along with a link to your website. Everything is dependent on the website, the target market, and the kind of material. Provide links to your landing page or website whenever available and relevant, and even better, incorporate a call to action to boost conversions.

#3. Plan logically.

Like other marketing initiatives, content syndication will be most successful if you have a sound strategy in place. Good content is the foundation of a successful strategy. After that, outline your short- and long-term content syndication plans, clarify your business goals, find potential syndication partners, and produce winning proposals. 

Content Syndication Platform

Syndication is the practice of promoting original web material on other or third-party websites, such as blogs, articles, and videos. Employing syndication aggregators or platforms to assist you with syndication at scale is ideal. Use of some of these is free. Some, though, you get to pay. To help you target your prospects more effectively, these platforms combine a lot of small and large publishers’ ad inventory for you. Premium content syndication networks typically have sizable, devoted audiences as well as greater domain permissions. You may increase the popularity of your website and build the reputation of your business by distributing your content on these channels.

#1. LinkedIn

LinkedIn aids businesses in attracting new clients and enhancing their brands. The platform is one of the best syndication networks, providing both paid and free content syndication options. The paid syndication consists of InMail, sponsored content, and dynamic display adverts.

#2. Slideshare

Another network offering content syndication options is Slideshare, a platform for hosting and distributing presentations. Slideshare is a website with a lot of promise for B2B material, as there are 80 million professionals who use the site each month. Most of the materials published to the website take the form of slideshows because that is the platform’s foundation. Slideshare does, however, permit the upload and sharing of article documents. Targeted searches are the main method of distribution for Slideshare material.

#3. Outbrain (paid)

Using its content marketing platform, Outbrain offers advertising on significant websites including CNN, People, and ESPN. Outbrain has a monthly user base of about 557 million. By knowing and targeting their target audiences, it aids brands in monitoring audience insights and generating income.

#4. Taboola

Taboola is a platform for content syndication with more than 9,000 publishers and more than 500 million daily active users. News websites like USA Today, NBC, and CBS News are just a few of Taboola’s well-known publishing partners.  Taboola works by appending a feed of recommended material to host articles.

Similar to social media sites, these feeds allow users to skim through tailored material. In an ethical and responsible way, this method of information dissemination can assist publishers in expanding their target audiences.

#5. Stumbleupon

StumbleUpon is next on our list of the top syndication networks. You can publish content, follow individuals and hobbies, and bookmark your favorite websites. Also, you can explore well-liked trending articles, images, and videos, as well as compile lists of your favorite websites. Moreover, StumbleUpon offers sponsored discovery platforms for businesses.

Marketing Content Syndication 

We’ll presume that by this stage you are aware of the importance of content to your marketing funnel. You are aware that content can be a potent tool for attracting new clients or nurturing leads in your database, whether you are writing weekly blog pieces or in-depth whitepapers. Allocating 25–30% of your whole budget for content marketing is a common marketing technique. Furthermore, 71% of businesses in the B2B sector believe that the value of content marketing is growing across all industries. Content syndication is an essential component of your effective B2B marketing strategy as a way to generate direct leads, educate potential clients, and enhance brand reputation. 

Building your brand’s reputation, connecting with colleagues in your sector, and boosting backlinks are all easily accomplished by making content syndication a vital part of your digital marketing plan. Whatever the size of your business, adopting the appropriate marketing tools and techniques can substantially expand your reach. You can identify any problems with your website and make small adjustments if you have access to actionable data.

#1. Better Return on Ad Spending (ROAS)

If you are running sponsored advertisements (on Facebook, LinkedIn, Google, or elsewhere) but aren’t getting the ROI you were hoping for, it can be an indication that you need to discover different or more effective ways to engage your target market. Conversion-focused storytelling that appeals to visitors’ emotions and addresses their problems can keep them interested throughout the buyer’s journey. When you customize your advertisements to speak to (and provide content that addresses) the pain points of those clients, your ads’ conversion rates should increase. The top paid content syndication companies will offer assured leads that meet your ICP.

#2. A Rise in BOFU and TOFU Leads

The ability to draw high-quality leads to both the Top of the Funnel (TOFU) and the bottom of the Funnel is one of the best features of an efficient content marketing approach (BOFU). In theory, that might sound easy, but in practice, it’s not. Planning and developing an effective lead nurturing strategy, creating all the necessary pertinent content, and regularly assessing the leads you nurture as they progress through the sales funnel all take a lot of work. You may develop content with your target audience in mind and fully manage when it is promoted to that audience using a paid content syndication partner, regardless of the funnel stage.

#3. Possess Internal Resources to Develop Your Marketing Engine

You need an internal staff with the necessary resources if you’re simply using free channels to syndicate your material. Your staff will need to adjust to having less time for creating content and other tasks if you’re determined to properly promote every blog post, ebook, podcast, or webinar you release. Alternatively, you’ll need to hire more workers to deal with the increased volume. Paid content syndication offers the huge advantage that when your campaign has been launched, it will automatically be promoted to your target audience at the most effective times to boost engagement with no more work on your part.

SEO Content Syndication

Duplicate content is not acceptable to Google. Although it won’t immediately punish a website for duplicate content, its SEO performance can suffer as a result. The good news is that syndicated content and duplicate content are not the same things. Even Google has stated that it is acceptable to syndicate content as long as it is done correctly and it is evident to both readers and search engines that what they are viewing is a syndicated piece. You can accomplish this by adding a link to the original article and, ideally, by convincing the third-party publisher to include a canonical link.

For websites that need content to publish and for brands looking to increase their reach, content syndication can be a terrific content promotion solution. You shouldn’t encounter any detrimental SEO side effects by correctly labeling material to point Google to the original version (or prevent it from being indexed in the first place). Best practices for judicious use of content syndication.

#1. Decide Who Your Target Market Is.

The audience that you’re attempting to reach with your content is where it all starts. Content that communicates directly to them gets a head start since those that fit your client personas are more closely linked with your buyer journey from the outset.

Nevertheless, you must be aware of who you’re speaking to and what to say in order to connect with them and draw them into the target market for your business. One of the investments with the highest return on investment you can make for your brand’s precious resources is taking the time to identify each of your targeted client or customer personas.

#2. Don’t Give the Other Website the Whole Credit for (SEO)

The likelihood that another website would rank higher and receive credit for your work is one of the main SEO risks associated with content syndication, as was previously discussed. A rel=canonical tag that points to the original source of the syndicated content should be added as part of an agreement you have with the website where you’re sending the post, according to Elegant Themes, in order to fix this.

#3. Locate a Reliable Publishing Partner

Finding the right channel to publish your content is the most crucial first step for any author trying to reach a wider audience.

#4. Choose the appropriate content

Not every piece of material you spend hours crafting is a good candidate for syndication. Your marketing objectives play a significant role in determining which blog articles, infographics, videos, or other types of material will do well in syndication. Do not syndicate content that is extremely self-aggrandizing or commercial. Due to the fact that it frequently comes off as self-serving, it doesn’t work well on other websites.

Content Syndication B2B

Syndicating your digital content—such as articles, whitepapers, videos, and visualizations third-party channels is known as content marketing. Reaching a specific audience and generating new leads from potential clients are the main goals of B2B content syndication. Before prospects even reach your website, B2B content syndication has the ability to convert your greatest content into qualified leads. Consider employing content syndication if you want to expose your interesting and educational information to a wider audience than normal and get more new leads.

You’ll learn what B2B content syndication is in this post, along with the benefits it offers businesses. The advantages of using content syndication services will then be highlighted.

B2B content syndication is often a combination of content marketing and sales prospecting. Email marketing, outbound emailing, cross-posting content on LinkedIn, and PPC advertising are examples of common techniques.

What Is the Process of B2B Content Syndication?

To distribute their information, B2B marketers often work with a content syndication vendor. Some suppliers have a network of well-established businesses they can approach to republish the content. Everyone who replies to that content is then qualified as a lead and given back to the marketing team.

Benefits of B2B Content Syndication

Reach out to your target market.

The expecting phase of your conventional content marketing plan is eliminated by B2B content syndication. You can target warm leads in the market who are interested in your goods or services by collaborating with an appropriate business.

Generate quality leads

Your content becomes a lead generation tool thanks to B2B content syndication.

Conduct cost-per-lead marketing.

Unlike other channels, B2B content syndication enables you to run marketing campaigns on a cost-per-lead (CPL) performance basis.

Boost content ROI

B2B content syndication increases traffic to your website. It costs time and money to produce thorough and reliable material, but there is now a way to make it work even harder for your company.

Amplify brand awareness

B2B content syndication can raise consumer awareness of a brand. You can reach new audiences, for example, by having your piece highlighted in a top industry newsletter or posted on a reputable website.

What Is Content Syndication Strategy?

This is when the same content is distributed through many channels using a marketing strategy called content syndication. Its goal is to increase a message’s reach among important audiences so that they will be more likely to interact with both the published content and the brand that created it.

What Is the Goal of Content Syndication?

The practice of distributing the same content across various channels is known as content syndication. Its goal is to make a message more understandable to important audiences so that they will be more likely to interact with the material and the brand that produced it. When a collection of investment banks cooperates to market a new issue of securities, syndication facilitates the easy pooling of resources and risk sharing among businesses. Underwriting syndicates, banking syndicates, and insurance syndicates are only a few examples of the various sorts of syndicates.

What Is Content Syndication on Tv?

Without using a broadcast network, broadcast syndication is the process of renting the right to broadcast television programs and radio programs to several television stations and radio stations.

What Is an Example of Syndication?

Syndicates are typically made up of businesses from the same sector. For instance, two textiles and clothing businesses might join forces to produce a new product. This can be done by combining their research and development teams or a syndicate of real estate firms may be established to oversee a sizable development. The following businesses syndicate content within their properties:

  • Gannett and USAToday
  • The Sydney Morning Herald and Nine Publications

What Are the 4 Types of Content Strategy?

The four main categories of content strategies are:

  • Attraction.
  • Authority
  • Affinity
  • Action

What Are the 3 Types of Syndication?

There are three different types of underwriting used for syndications around the world: club deals, best-efforts syndications, and underwritten deals. When a consortium of investment banks collaborates to market a new issue of securities, syndication makes it simple for businesses to combine their resources and share risks. Syndicates come in a variety of forms, including underwriting, banking, and insurance syndicates. 

How Does Syndication Make Money?

Syndicators normally receive 25% to 50% of all distributable cash from operations, refinancing, or the sale of a property. This income can be distributed directly to members and the syndicator or as a preferred return.

The positive cash flow and appreciation of the syndicated property are how investors in real estate make their money. They play a really passive role in the syndication, adding value only through the money they put toward the purchase of the investment property.

How Does Syndication Work?

A syndicate is a short-term partnership created by specialists to handle a significant deal that would be impossible to complete alone. Members of a syndicate can pool their resources and share in the risks and potential for lucrative returns by creating a group.


For websites that need content to publish and for brands looking to increase their reach, content syndication can be a terrific content promotion solution. You shouldn’t encounter any detrimental SEO side effects by correctly labeling material to point Google to the original version (or prevent it from being indexed in the first place).

B2B content syndication is a potent tactic that enables you to connect with your target market and produce more qualified leads from potential clients. Successful B2B content syndication allows you to run campaigns using a cost-per-lead model, maximize your content ROI, and raise brand awareness in addition to increasing the number of people who see your material. Yet, due to a lack of funding, inadequate targeting, and resource limitations, many businesses have trouble with B2B content syndication.

  1. Best Lead Generation Techniques for Business Growth
  2. What is Outbound Marketing Strategy? Examples & Tools
  3. Lead Bank Reviews 2023: How Do They Operate?


Leave a Reply

Your email address will not be published. Required fields are marked *

You May Also Like