Content syndication has become an increasingly popular way for businesses to generate demand and drive leads in the B2B sector. Content syndication involves publishing content on third-party websites or platforms to increase visibility, expand reach, and attract new audiences. This practice has gained momentum in recent years, as companies have realized the many benefits it can offer.
According to The Demand Gen Report, 67% of B2B buyers rely more on content to research and make purchasing decisions than a year ago.
We talk with B2B marketers daily and have compiled the top reasons we hear marketing leaders talk about most when it comes to content syndication popularity and success. In this article, we'll explore the top 10 reasons why content syndication is becoming increasingly crucial in B2B demand generation.
One of the primary reasons why content syndication is significant in B2B demand generation is that it allows companies to expand their reach beyond their own website or marketing channels. By publishing content on third-party platforms, businesses can tap into new audiences and gain exposure to potential customers who may have yet to find them. This is particularly valuable for companies looking to increase brand awareness and establish themselves as thought leaders in their industry.
According to the Content Marketing Institute, 72% of B2B marketers say creating engaging content is one of their top content marketing priorities.
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Another critical benefit of content syndication is its ability to generate leads. By publishing content on platforms frequented by their target audience, businesses can attract potential customers interested in their products or services. There are additional advantages to televerified content syndication when it comes to generating and converting leads that you should consider when planning how to attract and monetize leads.
Demand Metric asserts that content marketing generates three times as many leads as traditional outbound marketing but costs 62% less.
These leads can be nurtured through outbound lead strategies and targeted marketing campaigns and eventually converted into paying customers.
Content syndication can also help businesses build credibility and establish themselves as authorities in their industry.
Demand Gen Report found that 96% of B2B buyers want content with more input from industry thought leaders and 71% of B2B buyers say they read blogs during their purchase journey.
Companies can demonstrate their expertise and knowledge to a broader audience by publishing high-quality content on reputable third-party platforms in addition to marketing campaigns. This can help to build trust with potential customers, who are more likely to do business with companies they perceive as credible and trustworthy.
Diversifying Traffic Sources
Another benefit of content syndication is that it helps businesses diversify their traffic sources. Relying solely on one channel, such as organic search or paid advertising, can be risky. Businesses can suffer significant losses if that channel experiences a sudden drop in traffic or is affected by algorithm changes. Understanding buyer intent and publishing content on various third-party platforms, companies can spread their risk and ensure a more stable traffic flow to their website.
According to Demand Gen Report, 76% of B2B buyers prefer different content at each stage of their research process.
According to Demand Metric, content marketing costs 62% less than traditional outbound marketing but generates three times as many leads.
Content syndication can also be a cost-effective marketing strategy for B2B businesses. Content syndication is relatively low-cost compared to other forms of advertising, such as paid search or social media advertising, so it can reduce wasted spend in B2B marketing. Many platforms offer pay-per-click or pay-per-lead pricing models, meaning businesses only pay for the traffic or leads generated by their content. This can be an attractive option for businesses with limited marketing budgets.
Content syndication can also have a positive impact on SEO. By publishing content on reputable third-party platforms, businesses can generate backlinks to their website, which can improve their search engine rankings. Additionally, by targeting specific keywords and phrases in their content, businesses can improve their visibility in search engine results pages (SERPs) and attract more organic traffic to boost effectiveness of marketing campaigns,
Demand Metric asserts that B2B companies that blog generate 67% more leads per month than those that don't.
Increasing Brand Awareness
By expanding their reach and attracting new audiences, content syndication can also help businesses increase their brand awareness. As more people become aware of a company's brand and offerings, the company is likely to experience an increase in website traffic, social media followers, and other metrics that contribute to brand recognition and recall.
According to the Content Marketing Institute, 86% of B2B marketers say that brand awareness is their most important content marketing goal.
Leveraging Existing Content
Another benefit of content syndication is that it allows businesses to leverage existing content. Instead of creating new content from scratch, businesses can repurpose existing content and publish it on third-party platforms.
According to Content Marketing Institute, 95% of B2B marketers use content marketing to build brand awareness.
This can save time and resources while still generating leads and expanding reach. For example, a company can repurpose a blog post into a whitepaper or infographic and publish it on a third-party platform.
Finally, content syndication can be a highly measurable marketing strategy. Most platforms offer detailed analytics and reporting, allowing businesses to track their ROI and make data-driven decisions about their marketing efforts. Businesses can optimize their content syndication campaigns and maximize their ROI by analyzing click-through rates, conversion rates, and cost per lead. If you aren't getting high quality leads, analyzing data is a great place to start for improvements.
The Content Marketing Institute found that 63% of B2B marketers measure content effectiveness based on website traffic and 58% of B2B marketers measure content effectiveness based on lead generation.
In conclusion, content syndication has become an increasingly important B2B demand generation strategy. By expanding reach, generating leads, building credibility, diversifying traffic sources, and improving SEO, content syndication can help businesses achieve their marketing goals cost-effectively and measurably. As more businesses adopt this strategy, content syndication will likely continue to grow in importance in the B2B marketing landscape.