Your Complete Guide to B2B Content Syndication

B2B Content Syndication Guide

Content Syndication is considered the most viable method to make the most of your invested capital in white papers, webcasts, podcasts, case studies, and other educational materials. B2B content syndication makes those materials instantly accessible to millions of technology buyers looking for information about a specific industry or product. 

However, handling a content syndication plan typically entails managing multiple vendor relationships, arranging the upload of numerous lead feeds, and futilely attempting to identify publishers, networks, and content assets offering the best value.

So, how can one ease the entire process?

In this guide, you will come across the concept of B2B content syndication and its benefits. You will also be able to figure out how you can run the entire process with zero hassle to receive the best from your investment!

What is B2B Content Syndication?

Content distribution always comes first for B2B marketers. Content syndication was the goal for 46% of B2B marketers back in 2020. It enables them to improve their channel for distributing information. For many major businesses, B2B content syndication is a crucial way to generate leads. It enables you to reach a broader audience than you might not normally when just putting your resource-intensive material on your website.

B2B content syndication refers to the process of republishing digital information to a different website, such as blogs, whitepapers, and videos. Its primary goal is to create fresh leads from accounts belonging to potential clients. The amount of leads that B2B marketers want to produce from a content syndication campaign is typically discussed in agreements with content syndication suppliers.

For example, Rise Socially first published a post about the Impacts Of AI & Machine Learning On SEO on his blog.

Later, We republished the same article on Medium.

How does B2B Content Syndication Works?

You may anticipate spending between $80-$100 per lead at the director level and higher with content syndication efforts. In general, you can add qualifying inquiries. As you can anticipate, the cost per lead (CPL) will increase the more qualifying questions you ask.

Whether or not you should include qualifying questions will rely on your marketing plan. However, it is suggestive to do so. The reason behind this is that your sales team is busy and costly. You don't want sales to waste time on unqualified and cold leads. Leads from content syndication campaigns will nearly always be cold leads, even with qualifying inquiries. So, the leads must be warmed up by a nurture operation before being sent to sales. Nurturing strategy in such a scenario will help you assure your campaign’s success and produce a better return on investment.

What Makes Content Syndication so Important?

Undoubtedly, content syndication is very important in creating content syndication leads.

Account-based marketing is a major emphasis for many prosperous B2B companies. As you know, more than 90% of technology buyers read a white paper or case study before speaking with a vendor about a purchase. So, to target leads, you can provide a named-account list to content syndication companies when negotiating with them. They will, thus, only provide leads from the accounts on the list you provided. However, if marketing is producing leads outside of that named-account list, it doesn't make sense as the sales focus only on named accounts. 

Secondly, you will gain additional visibility for your material through content syndication which is not feasible if you only host it on your website. You can establish yourself or a business as a thought leader by choosing the appropriate providers and further maximize visibility by republishing blogs to third-party merchants. Republishing your blog's material on platforms like Medium is an illustration of syndicating blog content. In essence, this enables you to generate a ton of traffic for your website and eventually establish yourself as a thought leader. However, remember to update your material at the right moment to extend the timeframe during which it generates value.

This is directly related to the next advantage: the increasing number of high-quality backlinks to your website. Effective Link building services are still essential for establishing the authority of your website with search engines, especially if you work for a startup. A high-authority backlink will almost always arise from republishing material; this is essential for growth-hacking your company.

SEO Best Practices for Content Syndication?

Common understanding holds that a site's SEO will suffer if there is duplicate material on the internet. Reduced ranks and even removal from the Google index are possible outcomes. Naturally, one should avoid doing this at all costs to improve your SEO Strategy.

You must make sure that the third-party website acknowledges that the blog content on your website is the original source before syndicating it to them.

Add Canonical URL to syndicating content:

You can check that the page includes a canonical tag by checking the source code of the post that was reprinted on Medium. The canonical tag informs search engines that my article is the content's source.

<link data-rh="true" rel="canonical" href=""/>

It is possible that a third-party website will be regarded as the original source even with a properly applied canonical tag. Avoiding this at all costs is a must.

Domain authority plays a role in why this occurs. Google and search engines will index the article with the highest domain authority and the appropriate link structure first if two websites post material at the same time.

how google ranks the original content

Add Noindex Tag to syndicating content:

According to Google’s official advice:

To restrict syndicated content from Google News and Google Search, specify that Google's main user-agent, Googlebot, doesn't index your content.

If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you'd prefer."

Google Search Central

For example, if The Example Times doesn’t want their syndicated story in search results, they'd implement the above code but use 'Googlebot' as the name attribute:

<meta name="Googlebot-News" content="noindex">
<meta name="Googlebot" content="noindex">

Direct Link To Your Content

If your content syndication partners are unwilling to accept one of the above two options, demand a clear attribution and a backlink to your website to demonstrate that the primary content is available on your website.

 content syndication example

Most Popular Methods of B2B Content Syndication

There are primarily two B2B Content Syndication Platforms to draw attention to your material. Let's examine what those include:

Inbound Content Syndication


Co-marketing is when two businesses work together on a project for both of their advantages. To select a suitable co-marketing partner, you must locate businesses that sell to clients who are comparable to yours. Remember that this does not need you to collaborate with your rivals. As a general guideline, you shouldn't co-market with businesses that are engaged in organic search competition with you for the same keywords.

The following are some common forms of co-marketing:

  • Writing a whitepaper together that both businesses distribute to their audiences.
  • Co-hosting a webinar about pertinent problems that your clients face.
  • Holding a gathering that your target audience will want to attend

Social Media

While marketing your content on all of your company's social media profiles, you should also work to get shares from other well-known accounts with target demographics. This goes hand in hand with co-marketing because both you and your partner firm will probably share your material on social media.

Guest Blogging

The practice of guest posting has several advantages. New backlinks will help your SEO, and your material will be seen by the right people. Make certain that readers who resemble your target consumer browse the websites where you submit a guest post. You're wasting your time if you don't.

PPC Promotion

PPC is the quickest method of bringing targeted visitors to your content. Facebook and LinkedIn are two common places to launch sponsored ads using B2B content. You can also choose your preferred audience and desired budget on both of these platforms. Before spending additional time and money advertising it, it's a terrific method to check if your content connects with your audience.

ppc promotion content syndication

Outbound Content Syndication


Making phone calls to suitable prospects and presenting them with your material is one extremely efficient B2B content syndication strategy. This approach has a very high entry barrier. You will want a sizable collection of B2B data with precise contact information. If you want people to interact with your team over the phone, your team must be confident. Asking qualifying questions of potential customers to determine how prepared they are to buy and how warm a lead is.

Cold Emails

You already know who your ideal client is - you simply need to reach them with your content, right?

Cold emails can be used to share your material if you are confident that the recipient is interested. Email is the most direct form of touch with your prospects after a phone conversation. Internal Results can assist you in locating the contacts you need for a cold email campaign if you don't already have them.

cold email example for content syndication

You can also combine cold calling and emailing to attain better results. It is ideal to use intent data to identify warm leads. You may learn more about your website's visitors and the material they are interested in by using intent data. You can also hire digital marketing experts to find customers who are interested in your business and reach out to them. It would be good to reach out with a whitepaper that reiterates the advantages of your product if you can tell that a prospect spent time on your price page.

What are the Benefits of B2B Content Syndication?

Although effective, this tactic is frequently underused. The majority of demand generation marketers see content syndication as a key lead generation strategy.

Let's examine and thoroughly analyze the prime benefits of content syndication:

Reach Target Audience 

The dissemination of content is one of the difficulties with B2B content marketing, as we have already said. You're frequently left to rely on the prospects' timing to view your information.

B2B content syndication eliminates uncertainty. You can easily locate warm leads in the market for your solution using intent data. After that, you may get in touch with prospects through phone calls or cold emails to connect with them, provide them with pertinent material, and pose qualifying questions. You can even assess the quality of leads and make plans for follow-up contacts by asking qualifying questions throughout your outreach.

b2b content syndication benefits

Generate Better Leads

Your content becomes a lead-generating tool with B2B content syndication. With inbound strategies, you may use third-party platforms to reach the appropriate audiences.

Although they are more challenging compared to cold calling and cold emailing, outbound approaches are frequently seen as being even more effective than inbound ones. Utilizing your finest content to start the discussion, outbound content syndication enables you to communicate directly with warm prospects. Leads may be qualified right away, and a nice relationship can be established.

Qualifying Leads Advantage 

How about qualifying leads even before your sales staff contacts them? You may by using outbound B2B content syndication strategies. You may use cold email and telemarketing to screen potential customers for sales qualification by asking them a series of questions (SQL). You can also outsource your telemarketing content syndication and cold emailing to some Full Service Digital Marketing Agency in India and seek the best outcomes. 

Attain Brand Recognition

Syndicating content may greatly increase brand recognition. You may reach new audiences by securing guest posts on reputable websites or having your piece published in a top industry newsletter.

Even if viewers don't convert right away, they are now aware of your brand. In the future, they will respond more favorably to your marketing efforts. Your telemarketing operations will put you in touch with qualified prospects so you can share insightful information. Even if those prospects don't become customers right away, you'll stay in their minds and be able to nurture them later on in the content syndication process.

Enhance Credibility

Your credibility will increase as a result of authoritative guest articles, fresh backlinks, social media mentions, co-hosting informative webinars, and contacts with potential customers through email or phone. Building credibility in your target market through content syndication is a smart strategy. It requires work, but it's worthwhile if your clients are more likely to choose you over a rival.

Utilization of Backlinks

A crucial element of many B2B marketing strategies is guest blogging on reliable and pertinent websites. Most websites allow you to link back to your website from your author byline or guest articles. This generates backlinks that enhance your site's overall SEO and increase visitors. Securing guest post positions internally might take a lot of time. A content syndication firm can expedite this procedure for you.

Incoming Traffic

Increased website traffic should be a natural outcome of your B2B content syndication efforts. Even if you simply utilize telemarketing, you may anticipate that prospects will be curious enough to visit your website following the call to discover more.

There should also be a consistent flow of visitors from those sources if you're conducting a campaign incorporating guest posting, social media marketing, or PPC. However, as traffic is frequently a vanity statistic, so you should still put your campaign's lead generation rate above anything else. 

How can you Track the Success of your Efforts?

You must monitor the effectiveness of your efforts, just like you do with every other aspect of your marketing. There are a number of important measures you might examine. Since the objectives of most firms may differ, we'll examine a few of the most common metrics for the success of B2B content syndication services.

Return on Investment

The ROI of your content syndication effort is the most important measure you should monitor. The important thing to remember is that you must select the success metrics. This will be the income your campaign earned vs the cost per lead for many B2B businesses.

If generating income isn't your campaign's primary objective, you should read this differently. For instance, you may conduct a campaign aimed at encouraging people to download your latest whitepaper. Therefore, the number of downloads might be used to measure success. Prior to launching the campaign, decide what success entails so that ROI can be calculated.

Lead Volume

It's best if you can produce more leads. It might be difficult to attribute conversions to material that isn't stored on your website, so you don't want to be scrambling to set up metrics for your campaign after it's already started. However, assessing your content syndication should be simple if you put up the proper tracking and monitor conversions.

Quality of Lead

It is useless to generate a large number of new leads if they are not a good fit for your business. You must ensure that the leads' quality meets your requirements for a SQL. You should witness a surge of quality leads eager to schedule a call with you if your campaign is successful.

The best strategy to guarantee good lead quality is to concentrate on outbound strategies. You may choose who you want to contact via cold email and telemarketing, and you can pre-qualify prospects using B2B data on firmographic characteristics, techno-graphic details, and more. It is important to frequently assess lead quality. If improper leads are being generated by your content syndication effort, you might need to switch up your strategy.

Brand Awareness

The brand lift can be challenging to track. Since it differs for every organization, there isn't a standard statistic or technique to track it. Each and every key measure you care about is covered by brand lift. The other metrics you care about should increase if your brand lift does.

Several components are combined to form brand lift. For instance, you may anticipate a rise in your landing page conversion rate and a consequent increase in the number of qualified leads if the media is writing favorably about you.

What are the Challenges of B2B Content Syndication? 

Syndicating content is not that simple. If you've never done it before, there are several obstacles to overcome. Let us have a glance at the most vigorous ones: 

Access to Adequate Resources

To successfully execute a content syndication campaign, you need time, effort, and a solid team. Many businesses just lack the internal resources to devote to it. The talents needed range widely. It's improbable that one individual will be able to perform everything to the highest standard, from cold calling to blogging to organizing a webinar.

Personalization of Content

Prospects need to see the appropriate content at the appropriate time. However, it is not an easy process. You could email your material to every prospect on your list if you already have one. They might not now have the time or inclination to read it, though.

content syndication example

One of the most effective methods to address this issue is by using intent data. You may find prospects that are looking at themes related to your solution using Internal Results. Then, you may contact them in real-time by phone or email with your pertinent material to aid in their purchasing process. The best method to guarantee that your content is always as tailored as possible is to use intent data.

Monitoring Efficiency

Your marketing division should be obsessed with statistics. Tracking the success of your campaigns may seem simple, but even seasoned teams occasionally make mistakes.

Conversion attribution might be challenging since several techniques will be active at once. Working with a third-party company like Internal Results has several advantages, one of which is this. We offer your list of qualified leads obtained from those efforts after syndicating your finest resources and content to your target prospects, sparing you the trouble of trying to figure out where they originated from.

Do's and don'ts of content syndication

Sending Content Based on Behavior

If done correctly, behavioral marketing may be quite effective. Most organizations lack a dependable way to contact prospects when they are actively looking into new products. Often, luck plays a big role in timing.

When your prospects are in the purchase cycle, intent data may help you customize outreach and give them pertinent material. You may set triggers for lead nurturing based on the activities that your prospects perform. Your team may then follow up with the appropriate message at the appropriate time. 

Prioritizing Appropriate Syndication Techniques 

The problem of bandwidth will always exist with content syndication. To try to achieve everything at once will be difficult. Prioritizing the digital marketing channels with the most impact is what we advise. That means using outbound syndication techniques like cold emailing and telemarketing for many B2B enterprises.

According to job titles, firm size, technographic data, and other factors, you are able to choose and concentrate on prospects who already meet the criteria for leads. As we previously discussed, you can utilize intent data to boost your outreach and get in touch with prospects as soon as they express interest in your product.

Pick out your Ideal Clients

Make sure your targeting is precise if you're engaging in any kind of inbound or outbound B2B content syndication. This implies that you should carefully choose the sites you guest post on or the business you co-market with when using inbound marketing techniques.

You must thoroughly check your list of prospects for outbound approaches to make sure they fit your desired client profile. If not, your staff will be wasting everyone's time talking to unqualified prospects over the phone. You could sometimes obtain good leads if your targeting is poor, but you won't be able to scale your efforts or guarantee results.

B2B Whitepapers and Case Studies from Content Syndicate

In B2B content syndication initiatives, blog material shouldn't be the sole type of content you use. Although there are no restrictions, case studies, whitepapers, datasheets, webinars, and films often work well.

Typically, this content is blocked or hidden behind a form. Make sure that the associated descriptions or summaries of the content pieces are different from those on your website to prevent SEO penalties for such material. You can also think about modifying the title. A canonical tag to the original source should be implemented, if at all possible, by the content syndication vendor.

Wrapping Up!

Content syndication is a crucial demand-generating method for many B2B firms. Your firm and its content will receive more visibility than they otherwise wouldn't. 

CTA digital marketing

Organizations that prioritize account-based marketing benefit from it since you may provide the content syndication provider with a list of your target accounts. Syndicating articles to Medium is a simple way to get started. But when performing content syndication on partnered websites, make sure to block the indexing of syndicated content. Google recently announced that canonical tags won't be useful in some cases if your syndicated content is ranking higher on SERP. There is always a risk of content duplication issues in such cases. The best solution to avoid any such unwanted duplication risk is to block syndicated content from getting indexed.

The majority of the time, cold leads are produced through content syndication initiatives. It is essential to run an integrated marketing effort to warm up the leads unless you want to waste your marketing cash in the wrong direction.

Most syndicated material is SEO neutral and cannot be searched since it really resides on the product page as a line of JavaScript. In fact, your product content won’t enhance organic search results unless it is hard-coded onto the e-tailer page. Depending on the online retailer, tags or other significant features provided to your content are accessible and will help customers locate your goods when they utilize a site’s search bar.

There are several businesses that provide content syndication services, but to mention a few, Syndigo, CNET Content Services, Salsify, Venzee, Bluestone PIM, Plytix, Agility Multichannel, and Akeneo are the biggest syndicators at the moment.

You are in charge of creating your own content assets, including product descriptions, photos, videos, manuals, and installation instructions. Syndicators often just give a platform to organize and distribute your data, not the content itself. The capacity to build interactive guided product tours is typically provided by syndicator content platforms, but the brand—not the syndicator—is in charge of creating the text and visuals that make up the product tour.

Content syndication networks distribute your content to a wide range of websites. According to Uberflip, which has relationships with various content syndication networks, they charge on a cost-per-lead (or CPL) basis and cost between $20 and $80 per lead.

Khushboo Jobanputra
Khushi Jobanputra
Khushi Jobanputra is an Experienced Digital Marketing Specialist with a demonstrated history of working in the information technology and services industry.

Related Blogs