What is B2B Content Syndication and Content Syndication Best Practices for B2B Marketers

You can use content as a potent strategy for lead generation with the aid of content syndication. Do you desire to learn how? Go on reading.

Up until this point, you employed content to attract, inform, and qualify leads even before they arrived at your website. Using your content to expand your lead pipeline is now necessary; content syndication is your best option. We shall discuss content syndication as follows:

  • Content syndication – what is it?
  • Why are content syndication initiatives required for B2B brands?
  • How can you execute such campaigns successfully?

Let’s get to it:

B2B Content Syndication: What Is It?

When digital content, such as blogs, whitepapers, and other content, is republished on a different website, this is known as B2B content syndication. The main objective is to obtain leads from potential clients. The majority of the time, B2B marketers agree to work with content syndication vendors, and the vendors make sure that during the process the required number of leads as per a particular ICP are acquired.

No marketer wants to waste even a small sales effort in the frenetic competition of today. Syndicating content accelerates the sales cycle and makes sure that no effort is wasted. Undoubtedly, a nurturing campaign is necessary to warm up the leads before the sales team can handle them.

Best B2B Content Syndication Advantages

Sadly, while being a potent strategy, content syndication is rarely used. Here are some advantages to consider if you haven’t yet tried this method:

Direct communication with your target audience

For content marketers, it can be difficult to have their content seen by their target audience at the right time. B2B content syndication takes the guesswork out of this situation. You may identify warm leads using intent data and then approach your clients with content, cold emails, and other methods.

Generation of leads

B2B content syndication transforms your material into a lead generation engine, as we previously said earlier. The following effective inbound techniques allow marketers to use third-party platforms to reach the right audiences.

Prospect Requirements:

Utilize outbound content syndication to qualify your prospects prior to the time when your sales teams contact them. Here, methods like telemarketing and cold emailing are effective.

Brand Recognition:

Unquestionably, content syndication contributes significantly to brand exposure. You will achieve your goals by posting content on highly credible websites, having one of your articles published in a top industry newsletter, etc.

Brand Reputation:

New backlinks, material on reputable websites, and social media mentions, on the other hand, will raise the reputation of your business to new heights. When people require your product or service line, they will always look to your brand.

After that, let’s look at some best practises for developing a content syndication plan.

Common techniques for content syndication

Different content kinds are effective for various organisations and industries. The most popular kinds of content, per Salesbox data, are:

  • Whitepapers are used by 85% of marketers.
  • Webcasts are used in 60% of campaigns.
  • Writing articles takes up 35% of the share, and
  • Infographics account for 50% of syndication of B2B content.

When preparing B2B content syndication, you can design the material in accordance with your industry and after researching the interests or demographics of your target audience. Check out these.

1. the selection of a trustworthy content syndication provider

Even if you already have an internal content marketing team, content syndication calls for a completely different skill set and team structure. Do you wish to simplify your job? Simply employ a third-party provider of content syndication. By doing this, you will avoid having to learn about content syndication through trial and error, and the results will appear quickly.

2. Promote on platforms where your target audience is more likely to be present.

Understanding your audience and their preferences is necessary before involving your brand in content syndication. Once you’ve done that, you can determine which channels they use the most and increase your promotion there in an effort to get their attention.

3. making content social media-friendly

The trend of social media shareability might be advantageous for your brand as well. However, you should optimise your content so that people who share it with their followers won’t regret doing so. Don’t pass up social media promotion since it produces results.

4. Utilize ethical SEO techniques.

Cross-posting blog entries and other worthwhile information on well-known industry news websites or reputable websites like Medium or LinkedIn Publisher is a smart method for content distribution. This is a powerful strategy for increasing the number of readers of your material.


The advantages of B2B content syndication are as great as they appear to be. However, it will take time to train your team to become experts in this. Your internal content marketers are doing a fantastic job, but content syndication calls for a completely different set of abilities.