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B2B Content Syndication: A Comprehensive Guide to Boosting Your Business

B2B Content Syndication Guide

You’ve spent weeks crafting the perfect blog post. It’s got industry insights, actionable advice, and humor that would make even the driest B2B exec chuckle. You hit publish, feeling like a content marketing samurai who’s just sliced through the competition. But then… notrhing.

Disheartened? Don’t be! Here’s the truth most B2B marketers don’t tell you: creating stellar content is only half the battle. The other half? Getting it in front of the right eyes. That’s where the mysterious (and mighty) B2B content syndication comes in.

In the fast-paced world of digital marketing, B2B content syndication has emerged as a powerful strategy for driving growth and generating leads. B2B content syndication is the process of republishing your content on other websites and platforms. This can be a great way to reach a wider audience, generate leads, and establish yourself as a thought leader in your industry.

There are two main types of B2B content syndication:

  • Manual syndication: This involves manually republishing your content on other websites. You can do this by reaching out to website owners and editors directly, or by using a content syndication platform.
  • Automated syndication: This involves using a content syndication platform to automatically republish your content on other websites. This can save you a lot of time and effort, but it’s important to choose a platform that offers high-quality distribution and analytics.

In this comprehensive guide, we will explore the concept of B2B content syndication, its benefits, best practices, and how to leverage it effectively to propel your business to new heights.

Understanding B2B Content Syndication

B2B content syndication is a strategic marketing approach that involves sharing your high-quality, industry-specific content with a targeted audience through various online channels. This content may include blog posts, whitepapers, case studies, infographics, and more.

Why should you care about B2B content syndication? Here are some eye-opening stats to consider:
  • Content reaches a wider audience: Organic reach on your own website can be brutal. Syndication lets you tap into established audiences of relevant publications and online communities, maximizing your content’s impact.
  • Boosts brand awareness: Consistent syndication positions you as a thought leader in your industry. People see your content across various platforms, solidifying your brand recognition.
  • Generates high-quality leads: By placing your content in front of a targeted audience, you attract qualified leads who are genuinely interested in what you have to offer.
  • Improves SEO: Backlinks from high-authority websites earned through syndication can give your website’s search engine ranking a nice little boost.

The Key Players in B2B Content Syndication

  • Content Creators: These are the businesses or individuals who produce the content.
  • Content Syndicators: These are companies that distribute and promote the content to a wider audience.
  • Content Consumers: The recipients who engage with and benefit from the syndicated content.

Benefits of B2B Content Syndication

1. Increased Brand Visibility

B2B content syndication exposes your brand to a broader audience, enhancing your online presence and credibility.

2. Lead Generation

One of the most significant advantages of content syndication is its ability to generate high-quality leads for your business.

3. Improved SEO

Syndicated content often includes backlinks to your website, which can improve your search engine rankings.

4. Establishing Authority

Sharing valuable content through syndication establishes your business as an industry thought leader. Content syndication can help you establish yourself as a thought leader in your industry. This is because you will be sharing your expertise with a wider audience.

Best Practices for Effective B2B Content Syndication

  • Define Your Target Audience: Before you start syndicating your content, it’s essential to have a clear understanding of your target audience.
  • Create High-Quality Content: Quality is paramount in B2B content syndication. Ensure your content is informative, well-researched, and engaging.
  • Choose the Right Platforms: Identify the platforms and channels that resonate with your target audience and industry.
  • Get permission from the original publisher. It’s always a good idea to get permission from the original publisher before syndicating their content.
  • Utilize Data Analytics: Leverage analytics tools to track the performance of your syndicated content and make data-driven decisions.
  • Include a canonical link. A canonical link tells search engines which version of your content is the original. This is important to avoid duplicate content penalties.
  • Promote your syndicated content. Once you’ve syndicated your content, be sure to promote it on social media and other channels.

The B2B Content Syndication Process

1. Content Creation

Start by creating valuable, original content that addresses the pain points of your target audience.

2. Content Syndication

Partner with content syndication platforms or agencies to distribute your content to a wider audience.

3. Promotion

Promote your syndicated content through social media, email marketing, and other digital channels to maximize its reach.

4. Lead Nurturing

Implement a lead nurturing strategy to engage with the leads generated through syndication.

Measuring Success in B2B Content Syndication

1. Engagement Metrics

Monitor metrics like clicks, shares, comments, and time spent on your content.

2. Lead Conversion

Track how many of the leads generated through syndication convert into paying customers.

3. Return on Investment (ROI)

Evaluate the overall ROI of your B2B content syndication efforts.

Case Studies:

1. CircleCI Corporation

CircleCI is a continuous integration and delivery (CI/CD) platform that helps developers automate their software development workflows. In 2019, CircleCI partnered with DemandScience to launch a content syndication campaign. The campaign targeted DevOps professionals at companies of all sizes.

By using DemandScience’s PureSyndication platform, CircleCI was able to syndicate its content to a network of over 4,000 high-quality websites. This resulted in a significant increase in website traffic and lead generation.

For example, one of CircleCI’s articles was syndicated to the website. The article was read over 10,000 times and generated over 100 leads.

2. ActualTech Media

ActualTech Media is a technology media company that publishes a variety of content, including articles, whitepapers, and webinars. In 2020, ActualTech Media partnered with a large cloud technology vendor to launch a content syndication campaign.

The campaign targeted U.S.-based SMBs in the manufacturing, aerospace, and automotive industries. ActualTech Media used its network of over 1,000 technology websites to syndicate the vendor’s content.

The campaign was a huge success, generating over 2,000 leads for the vendor. In addition, the campaign helped to increase the vendor’s brand awareness and thought leadership in its target market.

3. HubSpot

HubSpot is a leading provider of marketing, sales, and customer service software. They have been using content syndication for many years to promote its content and generate leads.

HubSpot syndicates its content to a variety of websites, including industry publications, social media platforms, and email lists. This helps HubSpot to reach a large audience of potential customers.

For example, HubSpot syndicates its blog posts to the Content Marketing Institute website. The Content Marketing Institute is a leading resource for content marketers, and its website receives over 1 million visitors per month.

By syndicating its content to the Content Marketing Institute website, HubSpot is able to reach a large audience of potential customers who are interested in learning more about content marketing.

4. LinkedIn

LinkedIn is a social media platform for professionals. It has a content syndication program that allows businesses to syndicate their content to the LinkedIn platform.

LinkedIn’s content syndication program is a great way to reach a large audience of professionals who are interested in business-related content.

For example, LinkedIn partners with a variety of business publications, such as Forbes, Inc., and Entrepreneur. When a business syndicates its content to LinkedIn, it is published on the LinkedIn platform and is also shared with the followers of the partner publication.

By syndicating its content to LinkedIn, a business can reach a large audience of potential customers and generate leads.

Common Pitfalls to Avoid

1. Low-Quality Content

Ensure your content aligns with the publisher’s guidelines for quality and value to their audience. High-quality content is essential for successful syndication.

2. Ignoring Analytics

Failing to analyze the performance of your syndicated content can lead to missed opportunities.

3. Overlooking the Mobile Experience

Ensure that your content is mobile-friendly, as a significant portion of your audience will access it on mobile devices.

As the digital landscape continues to evolve, B2B content syndication will adapt to new technologies and trends.

If you’re new to B2B content syndication, here are a few tips:

  1. Choose the right distribution channels. Not all distribution channels are created equal. Some channels, such as LinkedIn and Medium, are better suited for B2B content than others.
  2. Repurpose your content. You don’t have to create new content for every distribution channel. You can repurpose your existing content by changing the format, title, and introduction.
  3. Optimize your content for search engines. Even though you’re republishing your content, it’s important to optimize it for search engines. This will help you attract more visitors to your website.
  4. Track your results. It’s important to track your results so you can see what’s working and what’s not. You can use Google Analytics to track traffic to your website, and you can use lead generation software to track leads.

Here are some additional tips for B2B content syndication:

  • Target the right audience. When choosing distribution channels, think about where your target audience is spending their time online.
  • Use a variety of content formats. Mix things up by syndicating blog posts, articles, infographics, videos, and other types of content.
  • Be consistent. Syndicate new content on a regular basis to keep your audience engaged.
  • Track your results. Analyze your traffic and lead generation data to see what’s working and what’s not.

Pro Tip: Images are powerful attention grabbers. Include high-quality visuals in your content to enhance reader engagement.

Here are some resources to get you started on your B2B content syndication journey:
Examples of B2B content syndication

Here are a few examples of B2B content syndication:

  • A software company syndicating its blog posts to industry publications.
  • A marketing agency syndicating its whitepapers to LinkedIn Pulse.
  • A consulting firm syndicating its infographics to Medium.
  • A video production syndicating its case studies to YouTube.


B2B content syndication is a dynamic and effective strategy for businesses looking to expand their reach, generate leads, and establish industry authority. By understanding the best practices, avoiding common pitfalls, and continuously adapting to changes in the digital space, your business can thrive in the world of B2B content syndication. Embrace this powerful tool and watch your business grow like never before.

Remember, B2B content syndication is a strategic investment. By putting in the effort to create high-quality content and choose the right partners, you can unlock a world of new opportunities to reach your target audience, generate leads, and establish your brand as a thought leader.

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