Content Syndication – Compelling Content, Targeted Leads

We are all living in a world of content saturation: texts, videos, podcasts, webinars, tweets and social networks are all feeding us information about a company, product, or service. In B2B marketing, the challenge is making your brand stand out amongst the noise. As a marketer, how do you find the right venue that encourages customer engagement? And how can you make your content stand out and be accessed by the right prospects at the right time?

A great way to deliver your high value content to the correct prospects is through content syndication–a content sharing strategy that can be used to promote your whitepapers, articles, news releases, etc. on other websites for greater reach and engagement. The amount of content to syndicate is dependent on the business objective. Some companies syndicate the majority of their content, while others only syndicate a snippet of it.

When your company chooses content syndication as a way to reach prospects, it’s key to ensure that you are showcasing thought leadership vs. promotional materials. Your newly uncovered prospects want to know the value of your content and are looking for your insight, so avoid being aggressive about your products or services. Keep in mind that this is not a sales pitch. When a person can connect with you and your thought leadership, you are likely to gain them as a future customer.

That being said, there are some pros and cons of content syndication that I have learned through my own experience that can help you determine if content syndication is right for you:


Here are some filters I use when targeting prospects:


Now that I have weighed both sides of content syndication, you may have realized that it is not for everyone, and you’re exactly right, it’s not intended to be. If you have a strategy in place that is driving new prospects, then stick to it. But if you’re looking to try something different, and have some money in the budget that allows for this, it doesn’t hurt to try and see the kind of results you get from syndicating your content. Play with different strategies and then make an educated decision on various programs that work for you and your company.

I hope this was helpful. Do you have any insight on content syndication? I would love to hear about your content syndication strategies and how they have helped your company. Drop me a line, [email protected].

Happy Syndicating!