Content marketing is critical to success in business-to-business marketing environments.
So when you’re executing a solid content marketing strategy and you’re meeting your KPIs, how can you bolster your content’s impact even more? How can you access new markets and readers while driving traffic to your own site?
It’s simple: B2B content syndication.
In its most simple form, content syndication is republishing the same piece of content on multiple websites. From articles and infographics to tutorials and gifs, third-party online publications syndicate content because it allows them to provide new value for their readers.
One of the obvious perks of syndication for content marketers is that no net new content is needed - to get started, you can take what’s already on your site and republish!
It’s important to differentiate between the two, because they are similar (yet different).
When you’re guest blogging (and not creating content for your own website), you’re writing a new piece of content for a specific publication or website.
Syndicated content, on the other hand, is already live content that you’re simply republishing on other platforms.
Insider Tip: You’ll recognize when a piece of content has been syndicated because the re-published content will mention or tag the original source of the content.
Content syndication isn’t a one-size-fits-all strategy for companies. In fact, there are many different approaches that can achieve your content marketing goals, and content syndication requires a firm foundation of content marketing.
When syndicating content, it’s critical that you execute this properly. Otherwise, you could damage your overall Google search engine positions, cannibalize your existing content and lose domain authority.
However, when executed correctly, syndicating content has many benefits like:
If you’ve never syndicated content before, it’s pretty straight-forward (and much less work than writing content from scratch).
All you have to do is follow these four steps to start syndicating your content like a pro.
Let's dig in.
Whenever we start a new project or campaign for clients, we always ask ourselves “How can we measure the ROI? How can we assess the impact?”
We often think about ROI in terms of number of forms filled out, downloads, conversions, and other website engagement for new and current contacts.
When creating the foundation of your content syndication strategy, make sure you answer the following questions:
According to Hubspot, there are 4 main approaches to free content syndication. Based on your answers in step 1, you can identify the proper syndication method for your business’s goals and objectives.
Here are 4 free ways to syndicate your content:
Let's dive into these a little more.
Republish your content on bigger websites with more web authority and readers than you currently have. This allows you to amplify reach and tap into new markets for your organization, increasing the online presence of your brand.
When targeting niche markets, like a B2B SaaS industry, you should syndicate content on a similar, smaller, more focused publication. Hubspot recommends picking publications with similar authority and readership as your blog, and using value-rich resources that can add value for your readers while still generating new leads and attracting readers to your blog.
You can syndicate across Medium, LinkedIn, your own website, Quora -- wherever your target audiences are spending their time. Sometimes, larger sites that encourage guest blogging prefer organic, original content. In this case, you can reap the benefits of posting your thought leadership in front of a large, new audience, while still republishing the content on your own site.
All content marketers know the power of the internet -- it’s why we create content in the first place. When you publish a value-rich piece of content for your audience, it will naturally gain traction, spread buzz, and move up on Google’s SERP.
Make sure you’re strategically leveraging your brand assets to meet your campaign's objectives and goals.
Approach your content selection and audience strategically, and consider the following blog metrics when identifying which content to syndicate and measure:
To find out more about content marketing metrics, check out our blog and downloadable template.
For content marketing syndication and discussions within the B2B communities, the following publication sites are popular:
When publishing on B2B content syndication platforms, make sure you:
Thanks for sticking with me throughout this guide. Now that you’ve learned the basics of content syndication, it’s time to take what you already have and amplify it.
If you still don’t know how to get started, you can take a page out of the Kalungi Marketing Playbook and syndicate your existing content across your personal (or company) LinkedIn and Medium. Both are free and extremely easy to use, so you can get both of these pieces up and running in 10 quick minutes!
Have questions, feedback or suggestions? Reach out to email@example.com and let me know!