Content is king in the world of marketing, but marketers need diversified strategies to generate brand awareness, increase sales leads and expand reach. This is where content syndication comes in.

A concept borrowed from broadcast television, content syndication involves the redistribution of web content across multiple channels. Although the content may be slightly edited or shortened before being published on third-party websites, credit is always given to the original author.

Content syndication is a technique used to re-energize digital marketing campaigns while enabling brands to turn already published content into a reusable promotion mechanism.

There are several benefits to content syndication, and a strategic approach is a key to success, especially in the business-to-business (B2B) space.

Choosing the right partner

Having the right content syndication partner is one of the most important steps for businesses to effectively leverage content syndication. To get the best results, consider established syndication networks that focus on the audience you want to reach.

In addition, conduct due diligence to determine whether their content syndication program is robust and scalable enough to meet your marketing and lead generation goals.

Understand funnel strategy

Capturing and keeping the attention of potential customers is one of the major objectives of every marketing program. Since lead and demand generation techniques are the first steps towards increasing engagement and capturing prospects’ attention, keep an eye on your funnel strategy.

Your content syndication partner must understand your target personas and their respective content journeys, whether bottom of funnel, middle of funnel or top of funnel. This will help them properly align the syndicated content and associated messaging in a way that delivers the right solution to the pain points of your target audience as they progress through your funnel.

Choose the right syndication assets

Always use the most compelling assets within your syndication program. For top of the funnel content in the B2B space, infographics, videos, research blogs and whitepapers work well in syndication programs.

For each asset, you must choose topics that are indicative of buyer intent or interest such as those on market insights, new product features or topics that present solutions to the challenges of your target audience. You should also factor in the user experience, as today’s B2B audience prefer to consume content on mobile devices.

Establish and monitor performance

Set up a reporting system before launching your syndication program to enable seamless optimization during campaign runs. This system should be based on key performance indicators (KPIs):

• Sales closing rate
• SAL rate
• MQL rate
• Return response rate
• Accuracy of lead data
• Lead match with target personas

Remember domain authority

Always choose quality over quantity. When pushing content to syndicating websites, it’s easy to forget about domain authority. You should take into consideration the traffic quality and authority of a website before pushing your content through it.

Content syndication done properly delivers improved search engine ranking, website traffic and online presence while bringing about scalable and cost-efficient marketing/sales results. By following these steps to develop your content syndication strategy, you can increase lead flow and better reach and engage your target audience.