A Content Marketer’s Guide To B2B Syndication

B2B Syndication

Content syndication is essentially the art of distributing your content across a wide range of mediums to exponentially grow your reach and scale. 

With the right approach, content syndication can take your best-performing content and turn it into a powerful lead-generation magnet. Such an approach stands to add substantial value to B2B content marketing campaigns, enhancing returns on investments manifold. 

In this article, we cover some tried-and-tested best practices when it comes to B2B content syndication, aimed at boosting the reach and ROI of your content marketing efforts.

Understanding The Benefits of B2B Content Syndication

Content syndication is a powerful strategy for B2B marketing with a host of different benefits, some of which we have covered below.

Reach Your Target Audience

If content marketing is about creating content that best resonates with your target audience, syndication helps you get the content out to them.

Being spread across mediums, platforms, and websites, your content gets viewed by significantly more people than compared to just your blog, newsletter, or social media. Apart from this, it has the ability to reach out to the right audience, at the right time, and in the perfect place.

Brand Recognition

Syndication plays a critical role in building awareness and recognition for your brand within your target niche, by taking your content across the board, and in-front of all audiences who have a vested interest in the relevant topic or niche.

With regular efforts in this direction, most industry professionals will be able to recognize your brand, as opposed to only those who regularly visit your blog in traditional content marketing practices. 

Having a strong brand identity does wonders for your conversion rates too, in the long run, making it well worth the investment.

Lead Generation

Publishing your content on third-party platforms and websites is a great way to newer audiences who might be interested in your niche, product, or website. 

This makes it a powerful inbound marketing technique that can generate consistent leads riding on the authority and earned media of the third-party platform or website in question.

Traffic & Backlinks

A significant added benefit of content syndication is the referral traffic generated from third-party platforms and websites, along with the precious link juice to help build your own site’s search engine authority. 

Everything from the traffic, backlinks, shares, comments, and engagements impact search engine perceptions of your site, and therefore, any and all syndication activity is a net positive for the main blog or website that serves as the primary host of the content.

What Types of Content Can Be Syndicated & Works The Best?

Based on extensive testing and data analysis, here are figures pertaining to the types of content that performs the best when it comes to B2B content syndication.

Whitepapers are authoritative reports that present the philosophy of the matter on hand in an unbiased, concise, and clear manner.

They are powerful content marketing tools that can help establish the authors as thought-leaders in the space, or improve the brand recognition and authority of the company.

When it comes to syndication they form the crux of the popular ‘Hub & Spokes’ strategy, where the whitepaper is purposed into spokes, which are then distributed across owned and borrowed media channels for lead generation.

Webcasts or webinars again follow a similar approach, which involves live events being repurposed into on-demand content and distributed across the web, before being further broken down into bite-sized content for easy sharing and consumption.

There are in fact companies that specialize in webinar creation and syndication services in order to generate targeted leads. With a wealth of experience over 100s of campaigns, they are the way to a successful content syndication campaign for most B2B companies.

Infographics beat all others when it comes to virality, attractiveness, and their ability to captivate audiences. 

They can convey a great deal of information in a condensed manner, at the beginning of the funnel, before interested parties can be taken deeper into the technicalities with whitepapers or research reports.

There are many platforms and websites that would love to host your infographic, generating substantial leads and traffic to your website, not to mention social signals and link juice.

Blog Posts & Articles are age-old formats that are still going strong, and remain the primary anchor for all content marketing campaigns. This is mostly owing to their SEO inclination, or the ability to drive targeted search traffic compared to others on this list.

They bring a great deal of virality themselves, with the ability to turn blog posts into Twitter threads, infographics, Facebook Stories, and more. They can further be syndicated onto other platforms such as LinkedIn, Medium, and Flipboard, among others.

Getting Started With Content Syndication

There are quite a few avenues for content syndication that bring a bulk of the benefits discussed above with varying degrees of effectiveness.

Content Syndication

Guest Blogging

Writing articles on popular blogs and publications within your niche is a great way to get started with content syndication.

Not only does this help in introducing your brand to your target audience, but brings with it referral traffic, and backlinks, which are essential for long-term traction in the SERPs.

Social Media

The content you create, along with the broader marketing collateral can reach a much wider audience, and generate a lot more leads with the effective use of social media.

There is a lot that goes into how you repurpose your content for social media, but once you crack the code, there are few other better, cheaper, and more targeted sources of traffic.

Content Republishing

This is content syndication in its actual sense, where you will be publishing the same article across multiple sites and platforms, aimed at reaching a broader audience.

Unlike guest posting, you won’t have to create fresh articles from scratch, instead, you can republish the same articles that you have on your blog, with little-to-no changes. A few notable platforms include Quora, Medium, and LinkedIn Publishing, among others.


A growing new trend that stands to add substantial value to content marketing campaigns, curation essentially involves handpicking interesting pieces of content, often customized for targeted audiences. 

There are a number of different approaches in this regard, and includes apps such as Flipboard, Feedly, Scoop.It, and more.

Final Words

Content syndication offers a world of possibilities for content marketing, especially in the B2B segment. 
With a wide range of platforms, opportunities, and audiences, marketers often have to take the time to tailor their content to best suit their objectives, and resonate with their target audiences, but in the end, this can be a source of ceaseless, targeted traffic, often without spending a penny on paid advertising.

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