Content Syndication is a powerful B2B marketing strategy. It can drive in more leads to you and let your prospects know why your solutions are perfect for them. You can create tons of great content but if it doesn’t reach your target audience then it is of no use. You should have a strong content promotion strategy that reaches out to your ideal customers. By using different marketing channels effectively you can increase your ROI. Read the blog to know more about B2B content syndication and Search Engine Optimization and how you can use it.

What is Search Engine Optimization? Benefits of SEO

Search Engine Optimization is the method of getting your page ranked higher on search engines like Google. This is done by using the relevant keywords and the topics that are most searched by people. Ranking your page higher means people will see your content first as it will be on top and it will increase traffic to your website.

On search engines, the result page often first shows the paid ads and after that, you can see the regular results. The regular results are called the ‘organic search results’ and the visitors that come through it are called organic traffic.

SEO is the main part of online marketing strategy as it is one of the primary ways through which people can reach your website. Search results are presented in order and often people tend to click on the sites that are on top of the list. According to the reports, ‘The number one result of a search query receives 40-60% of the total traffic.’ Then, the number two-three results receive lesser traffic compared to that. Also, it has been seen that only 2-3% of the searchers go beyond the first page results.

What is B2B Content Syndication and Why Is It important?

Content syndication is the method in which you republish your content on third-party websites to reach more audiences. It is helpful to expand your reach and marketing messages to people who might be interested.

According to the reports by Salesbox, “Two-thirds of B2B marketers use content syndication as their lead generation tactic.”  You can syndicate different types of content such as whitepapers, articles, blogs, infographics, etc to a new set of prospects. You can also push your content through social media, emails, and digital marketing.

Types of Content Syndication

  • Free Content Syndication: There are some websites and industry-specific news organizations that allow you to publish your content without any fee. These include Pulse, LinkedIn, Medium, Buzzfeed and Quora, etc.
  • Paid Content Syndication: Some of the mainstream websites post your content on their pages for a price. It is much like advertorials on their content portals, newspaper counterparts, and magazines, etc.

Why Use B2B Content Syndication?

Content syndication has many potential benefits and it is a strong lead generation tool. B2B marketers use content syndication among their top content marketing strategies. There are many reasons why you should do B2B content syndication which we have mentioned below.

  • Expands Your Reach To New Audiences

Content syndication campaigns help you to reach wider and new audiences. Doing content promotion can be time-consuming and a long process. However, by content syndication, you can immediately expand your digital reach and get more traffic to your website.

  • Boosts Content Marketing Strategy

Content syndication helps to make your brand more digitally visible and accessible. You can share the best content in your content syndication campaigns and get more leads. This in turn helps to increase your brand awareness.

  • Improves Website Traffic

You can increase your ROI by simply increasing your website traffic. Content syndication program helps in driving more traffic to your website thus more sales. It promotes your content in such a way that it attracts more and more audiences and brings in dynamic traffic.

  • Helps In Lead Generation

You can generate more leads by distributing your content on different content syndication channels. By syndicating your content it becomes much easier to share your content and get effective leads.

Best Practices For Syndicating Content and Avoiding SEO Penalties

B2B content syndication services can reap great results if done properly. We have mentioned below some of the best practices that you should follow in your B2B content syndication strategy.

1. Use appropriate meta tags

Before syndicating your content you should make sure that you are using meta tags. It might seem difficult to do so but it is very easy to do. You just have to apply the “rel=canonical” tag to the page you are syndicating your content to. You also have to add it to your originally posted content. This rel=canonical tag will help in showing the search engines the original source of the content.

Using a canonical tag will not outrank your page as the search engine will recognize that your page is the ‘original copy’ of the content. The other tag that you can use is the noindex tag as it will prevent your page from being indexed at all. However, your work will still be displayed in front of your target audience.

2. Choose The Right Syndication Partner

Selecting the right syndication partners is important so that it complements your business. Posting on average sites won’t help you to attract the right audience and it will just be a waste of money in the end. You need to look and search for authoritative sites which your target audience reads and trusts. Uploading your content on the right and authoritative sites will not only expand your reach but your credibility as well.

3. Post your Content on Social Networking Sites

What if you are unable to find the right syndicating partners or invest in high authority websites. In that case, you can syndicate your content directly on different social networking sites. Social networking sites have a wide reach and you don’t even have to pay for it. You can also increase your followers by posting quality and valuable content and get a good response. Some of the good platforms for syndicating your content are as follows:

  • LinkedIn: LinkedIn is a professional network and you can connect with many industry people over there. By posting high-quality content you can reach your ideal audience and make more connections. LinkedIn has proved to be a great marketing hub for B2B companies.
  • Quora: Quora is a platform where you can answer the questions of your potential customers. It is a site where many people come up with their doubts and ask questions. You can establish yourself as a leader by answering questions relevant to your industry. Not only this you can link your content within the answers so as to increase traffic to your website.
  • Reddit: Reddit has a large user base and is ranked the third website in the US for all sorts of topics. You can get hit by sharing quality and well-researched content. Remember that you are not too self-focused and promote yourself constantly or else you will get down on the list.

4. Send your Content to Leads Directly

If you want to avoid all this hassle then you can send your content directly to your potential customers via email and telemarketing. When you send the content directly to the leads the high chances are that your prospects will see it and you won’t need to reach out to anyone else.

The benefit of using direct channels is that you can identify your buyer’s intent quickly. Their response can help you to qualify your prospects quickly. This way you won’t need to waste time on prospects that aren’t interested in your services.


You should set clear goals and ensure that your content marketing campaigns are set up according to SEO. Using relevant keywords and topics can help increase your visibility online. However, you can’t just rely on SEO for driving traffic to your website. B2B content syndication is another solid way to bring forth traffic to your website. It is a method in which you post your content, blogs, and research reports, etc to other websites that have an expanded reach. This helps you to get more leads, increase your sales and get better ROI.

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