Content syndication refers to sharing or republishing your content on other websites or platforms so that more people get to read it. Businesses use this means to advertise their blogs, articles, videos, or infographics by distributing them to third-party platforms. Proper agreements and attribution are present in content syndication and not in plagiarism. The strategy is the reuse of your content to gain new readers instead of writing something new every time.
Content syndication helps businesses and marketers gain more visibility, which can further increase leads. Leverage content syndication platforms and vendors to target the appropriate audiences and drive traffic back to your websites. This is especially useful in B2B marketing because, for the most part, the goal is to get the content in front of the right decision-makers. In simple words, content syndication brings more eyes to your content, improves SEO through backlinks, and increases brand authority. It can turn your existing content into a valuable lead-generation engine if done right.
Content syndication is the act of sharing or republishing your existing content on third-party websites or platforms. This way, businesses can publish blogs, articles, videos, or other content on other websites to reach more people. Unlike creating new content, syndication reuses existing material to drive traffic, engagement, and brand awareness.
The main objective of content syndication is to reach a wider audience and attract more organic traffic without creating new content. This is because placing your content on other trusted platforms increases its visibility to readers who may not visit your website directly. Moreover, syndication helps you in the following ways:
- Obtaining high-quality backlinks that enhance local SEO.
- Building credibility through the appearance of your content on authoritative websites.
- Generating leads, especially in B2B marketing.
Simply put, content syndication ensures your content works harder to deliver results.
Content syndication and guest blogging are two different strategies. In guest blogging, you create new and original content for another website. The host site publishes the content as a one-time exclusive piece.
You repost existing content on many other third-party sites in content syndication. It is not limited to a particular website. The same post will appear on other sites properly attributed or using the canonical tag. Guest Blogging is writing a fresh piece for a niche-specific website. On the other hand, content syndication is republishing your current piece on platforms such as Medium, LinkedIn, Outbrain, etc.
Repurposing content is the process of changing your existing content into a different format. For instance, turning a blog post into a video, podcast, or infographic is repurposing. It is a process of reformulating the content to appeal to a different audience or platform. Content syndication, on the other hand, is the process of republishing your content in the same format, such as a blog or article, on third-party websites. You do not change the format; you simply share it with a broader audience.
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Content syndication is a very powerful marketing strategy for business growth with minimal effort. It enables you to share your existing content with a broader audience. This strategy increases reach, boosts authority, and drives results. Let’s look at why content syndication is so important for your business.
Reach New Audiences
Content syndication enables you to reach audiences that might not have otherwise found your content. Since you are publishing your content on third-party sites, you are leveraging their pre-existing audience. This increases the visibility of your brand overnight.
For instance, whenever you syndicate a blog post to platforms like Medium or LinkedIn, thousands of new readers will see your content. This way, you attract attention without starting from scratch. More visibility equals more opportunities to connect with potential customers.
Content syndication positions you as an authority in your field. When your content appears on reputable platforms, it builds trust with readers. People start to see you as a reliable source of knowledge.
For example, publishing on niche platforms such as TechTarget or industry blogs shows your expertise. The more people see your work in trusted spaces, the stronger your reputation becomes. Over time, this authority helps you stand out in a competitive market.
Drive Website Traffic
One of the primary goals of content syndication is traffic generation. Once readers find the syndicated content interesting, they often visit the website to learn more about it. In most of the platforms, backlinks are included to take the visitors directly to the content.
Moreover, website traffic also contributes to engagement. New visitors may explore the rest of your blogs, register with newsletters, or go around your products and services. In this process, one builds not only traffic but the followers over time.
Cost-Effective Content Marketing
Creating fresh content constantly can be time-consuming and expensive. Content syndication solves this problem by reusing your existing content. You don’t need to write something new for every platform. Instead, you can share what you’ve already created.
This approach saves time, effort, and resources. For example, you can syndicate a successful blog post to various platforms without any extra cost. You achieve better results from the same piece of content. It’s smart to make the most of your content marketing efforts.
Content syndication works by publishing your content on third-party platforms to reach a wider audience. It helps businesses to distribute their content effectively without creating new material. This strategy increases visibility, drives traffic, and builds brand authority. Let’s break down how content syndication works step by step.
- Create High-Quality Content: Content is king, begin with content that provides value, is engaging to your audience, and most importantly, is relevant to them. Blogs, videos, infographics, and podcasts are all different forms of content.
- Identify Your Syndication Goals: Know what you want: do you want more traffic, awareness of your brand, and leads? Clear goals will assist in your syndication approach.
- Select the Right Tools: Find out where your target audience spends their time. Free options include such sites as Medium, paid options include Outbrain and a B2B option with TechTarget.
- Pitch or Partner with Platforms: For some platforms, you need to submit pitches or form partnerships. For others, like LinkedIn, you can directly republish your content.
- Syndicate Your Content: Share the full content, summaries, or excerpts, depending on the platform’s requirements. Always include proper attribution or a backlink to the original content.
- Track Performance: Monitor your results using tools like Google Analytics or platform insights. Check metrics like traffic, backlinks, and audience engagement.
Types of Content You Can Syndicate
Content syndication doesn’t have to be a blog or article. You can syndicate different types of content to attract different kinds of audiences.
- Articles and Blog Posts: Republishing blog posts or articles is the most common form of syndication. Platforms such as Medium and LinkedIn make this easy.
- Videos: You can share videos on platforms like YouTube, Vimeo, or niche video platforms. Short clips or highlights can also be syndicated on social media.
- Infographics: Some popular infographics are good syndicates. Platforms like Pinterest or Visual.ly will help syndicate your infographics on social media.
- Podcast Syndication: Podcasts distributed on platforms like Spotify, or Apple Podcasts allow an outlet to reach the target people as if they were audio-oriented, with highlights syndicated as possible on blogs or in social media.
Therefore, using various content, a larger number of audience in different formats can be achieved.
Content syndication comes in various forms, and businesses can use these strategies to expand their reach and visibility. The right type of syndication depends on your goals, resources, audience, and budget. Whether you want to increase brand awareness, boost traffic, or generate leads, understanding the different types of syndication is key. Below, we break down the major types of content syndication in detail.
Owned syndication involves republishing your content on platforms you manage or control. These platforms allow you to share existing content easily without paying for distribution. Examples include LinkedIn, Medium, and SlideShare. For instance, LinkedIn enables you to republish blogs as LinkedIn articles. This strategy helps you engage professional audiences who are active on LinkedIn while driving traffic back to your website which is hosted on a fast WordPress server. Similarly, Medium is another popular platform where businesses can reshare blog posts to connect with Medium’s large and diverse reader base. SlideShare, on the other hand, allows you to repurpose content like blogs or case studies into visual slide decks, making it a great option for engaging audiences who prefer presentations.
The biggest advantage of owned syndication is that it is free and easy to control. You decide how and where your content appears, and it allows you to directly engage audiences familiar with these platforms. It is a cost-effective way to reach new readers, grow your audience, and maximize the impact of your content without requiring additional investments.
Earned syndication occurs when third-party websites or platforms pick up and republish your content organically. In this case, you don’t pay for syndication; instead, platforms share your content because of its quality and relevance. For example, if you publish a well-researched blog post that provides value, industry websites or niche news outlets may republish it to share with their audience. Similarly, an infographic or video that gains traction on social media might be picked up by other sites looking to engage their visitors.
Earned syndication is a great way to boost credibility and authority. When respected platforms share your content, it signals that your work is valuable and trustworthy. However, to achieve earned syndication, your content must be exceptional. Focus on creating high-quality, unique, and insightful pieces that provide value to readers. While earned syndication doesn’t require direct effort or payment, it relies on strong content creation and organic exposure. The result is often wider reach, stronger engagement, and enhanced brand reputation.
Paid syndication is a structured approach where businesses pay syndication networks to distribute their content across a wide range of partner websites. Platforms like Outbrain, Taboola, and ZergNet specialize in paid syndication and feature your content as “recommended” or “sponsored” links on relevant websites. For example, if you publish a blog post about digital marketing, it may appear as a recommended article on a popular news website through Outbrain. Readers who click on these links are directed to your website, generating traffic and potential leads.
The primary advantage of paid syndication is guaranteed visibility. It allows businesses to reach massive audiences quickly, even on high-traffic platforms they don’t control. Paid syndication works particularly well for businesses looking to promote high-value content, such as blogs, guides, or case studies. While it requires a budget, the return on investment can be significant, as it drives targeted traffic and increases brand exposure. It is ideal for companies aiming to scale their content marketing efforts and achieve measurable results.
In the majority of the models- B2B (business to business marketing) and B2C (business to consumer marketing) people tend to market based on segmentation, catering broadly to the audience based on similar characteristics or industry requirements. B2B content syndication focuses on distributing content to platforms that cater specifically to business professionals. This form of syndication is designed to generate high-quality leads by reaching decision-makers and key stakeholders. Businesses often syndicate content like whitepapers, reports, webinars, and case studies on platforms such as TechTarget, Business.com, or trade publications. For example, a software company might syndicate a whitepaper on TechTarget to attract IT professionals who are actively looking for solutions.
B2B syndication offers a targeted approach that ensures your content reaches the right audience. It helps businesses establish authority in their niche and attract potential clients who are interested in their solutions. By distributing content to platforms where business professionals actively search for industry insights, B2B syndication generates valuable leads and strengthens relationships with key decision-makers. This strategy is particularly effective for businesses in industries like technology, finance, healthcare, and manufacturing.
Content syndication platforms undoubtedly make it significantly easier to share content with much wider audiences. Furthermore, businesses can choose from a variety of options, including free, paid, or B2B platforms, depending on their specific goals and needs. In addition, each type of platform comes with its unique features, extensive reach, and valuable benefits, which can greatly enhance content marketing efforts.
Free Platforms
Free platforms allow you to syndicate content without any cost. They are ideal for businesses on a budget or those just starting with content syndication.
Medium
Medium is a free platform where you can republish blog posts and articles. It has a large and diverse audience that actively looks for quality content.
- Features: Easy-to-use interface, built-in audience, and no cost.
- Reach: Medium allows you to connect with readers across different industries and niches.
- Benefits: It boosts content visibility, helps you reach new readers, and improves organic traffic.
For example, a business can republish its blog on Medium to attract a fresh audience and drive traffic to its main website.
LinkedIn Articles
LinkedIn Articles allow professionals and businesses to republish content on LinkedIn. Since LinkedIn focuses on professional networking, it’s perfect for B2B audiences.
- Features: Easy publishing tools, targeted professional reach, and built-in analytics.
- Reach: Millions of professionals use LinkedIn daily, making it an ideal platform for business content.
- Benefits: LinkedIn boosts brand authority, helps connect with industry leaders, and increases website traffic.
For example, republishing an article about industry trends can position your brand as a thought leader and attract potential clients.
SlideShare allows you to convert blogs, guides, or case studies into presentations. It is great for visual content that appeals to professionals and learners.
- Features: Support for slide decks, infographics, and PDFs.
- Reach: It connects with a niche audience and it is used for visual content marketing.
- Benefits: SlideShare helps you repurpose content effectively, increases visibility, and generates leads.
For example, turning a long blog into a simple slide deck can attract users who value quick and engaging visuals.
Paid Platforms
Paid platforms distribute your content to large networks of partner websites. These platforms are ideal for businesses with a budget and specific marketing goals.
Outbrain
Outbrain promotes your content as recommended links on premium websites. It connects you with engaged readers actively browsing other articles.
- Features: Sponsored content distribution, advanced targeting options, and analytics tools.
- Reach: Outbrain partners with major news sites, including CNN and BBC.
- Benefits: It drives high-quality traffic, increases engagement, and boosts brand awareness.
For example, an article shared through Outbrain may appear as “Recommended Content” at the bottom of popular news websites using the .news domain.
Taboola
Taboola works similarly to Outbrain. It features your content as sponsored links across its partner websites.
- Features: Content recommendations, audience targeting, and performance tracking.
- Reach: Taboola reaches millions of users through news and media sites worldwide.
- Benefits: It ensures wider visibility, targeted reach, and measurable results.
For example, a blog post about digital marketing can appear as a suggested link on well-known business news websites.
Revcontent
Revcontent is another paid syndication platform that focuses on delivering personalized content recommendations.
- Features: Customizable ad placements, audience segmentation, and detailed reporting.
- Reach: It has partnerships with niche websites that cater to specific interests.
- Benefits: It increases visibility, drives targeted traffic, and improves lead generation.
For example, Revcontent is a good option for businesses looking to promote niche content to highly engaged audiences.
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B2B Platforms
B2B platforms focus on syndicating content to professional and business-oriented audiences. These platforms are perfect for lead generation and brand authority.
NetLine
NetLine specializes in B2B content syndication for businesses targeting decision-makers. It works well for whitepapers, reports, and webinars.
- Features: Lead generation tools, audience targeting, and performance analytics.
- Reach: NetLine reaches business professionals across industries like tech, finance, and healthcare.
- Benefits: It generates high-quality leads, connects you with decision-makers, and boosts authority.
For example, syndicating a detailed whitepaper on NetLine can help you attract IT managers interested in your solutions.
TechTarget
TechTarget focuses on technology-driven B2B content syndication. It is ideal for businesses in IT, software, and related industries.
- Features: Advanced targeting, lead nurturing tools, and detailed audience insights.
- Reach: TechTarget connects with IT professionals, decision-makers, and tech buyers.
- Benefits: It improves brand trust, generates leads, and reaches highly relevant audiences.
For example, a cloud solutions company can use TechTarget to syndicate webinars or reports targeting IT leaders.
DemandWorks Media
DemandWorks Media helps businesses syndicate content to generate B2B leads and build brand authority.
- Features: High-quality lead generation, targeted campaigns, and audience segmentation.
- Reach: It focuses on connecting businesses with professionals interested in relevant content.
- Benefits: DemandWorks delivers measurable B2B leads, improves content visibility, and increases ROI.
For example, businesses can syndicate research reports to connect with executives seeking industry insights.
Comparison of Features, Reach, and Benefits
When choosing a content syndication platform, businesses must compare the features, reach, and benefits of each option.
- Free platforms like Medium and LinkedIn are cost-effective and easy to use, but their reach may be limited to specific audiences. They are ideal for brand awareness and organic traffic.
- Paid platforms such as Outbrain and Taboola guarantee quick results and massive reach. However, they require a budget and careful campaign management to maximize ROI.
- B2B platforms like NetLine and TechTarget are best for businesses looking to connect with professionals and generate quality leads. They focus on niche targeting, making them perfect for lead generation and authority building.
By understanding these platforms, businesses can select the one that aligns with their goals. Whether you want to boost visibility, generate leads, or target professionals, each platform offers unique benefits to make content syndication successful.
B2B content syndication involves republishing business-focused content on third-party platforms to reach other businesses and professionals. Unlike general syndication, B2B syndication targets industry-specific audiences. The main goal is to share valuable content that solves problems, educates decision-makers, and builds trust.
For example, a software company may syndicate a whitepaper about data security on platforms like TechTarget or NetLine. By doing so, the content reaches IT managers and executives actively looking for solutions. These platforms ensure the content connects with professionals who can influence or make purchasing decisions.
B2B businesses depend on content syndication because it helps generate high-quality leads. Decision-makers often look for industry insights before making purchasing choices. By distributing content on trusted platforms, businesses can attract these decision-makers at the right time.
- Build Trust and Authority: Sharing content on respected B2B platforms positions a company as an expert in its industry. This builds credibility and trust among potential clients.
- Targeted Reach: B2B syndication focuses on niche audiences. This ensures the content reaches professionals actively looking for relevant solutions.
- Generate Leads: Platforms often require readers to share their contact information to access content. This helps businesses collect qualified leads for further engagement.
- Maximize Content ROI: Instead of creating new content repeatedly, businesses can syndicate existing resources like whitepapers, webinars, and case studies. This saves time while delivering results.
For instance, a B2B company that syndicates a case study on DemandWorks Media can capture leads from business professionals interested in its products or services.
Targeting Decision-Makers, Professionals, and Niche Audiences
B2B content syndication focuses on connecting with the right audience. These include decision-makers, industry professionals, and specific niche groups. Businesses can target individuals who have the power to influence decisions within their organizations.
- Decision-Makers: Content syndication platforms help businesses reach executives, managers, and directors who approve purchases. For example, CEOs and IT heads often look for reliable content before selecting vendors.
- Professionals: Syndication also targets mid-level professionals who research and recommend solutions to their leadership. These include marketing managers, project leads, and technical experts.
- Niche Audiences: Platforms segment audiences based on industries like healthcare, technology, finance, or manufacturing. This helps businesses tailor their content to reach those with specific interests.
By targeting these groups, businesses ensure their content reaches people who are most likely to convert into leads or clients.
Conclusion
Content syndication is, without a doubt, a powerful strategy for businesses, especially those looking to expand their reach, drive traffic, and generate high-quality leads. By consistently republishing content on third-party platforms, companies can significantly boost visibility, effectively build brand authority, and seamlessly connect with the right audiences. Moreover, the key benefits include not only increased exposure but also consistent lead generation and cost-effective marketing.
At the same time, best practices, such as carefully selecting the right platforms, accurately targeting the right audience, and efficiently optimizing content, are essential for achieving success. Furthermore, tools like NetLine, TechTarget, and Outbrain not only streamline the process but also enhance the overall effectiveness of syndication efforts. Ultimately, content syndication should, without question, be a vital component of any content marketing strategy because it uniquely offers businesses an unparalleled opportunity to maximize content value while simultaneously achieving measurable results.
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FAQ
What is content syndication?
Content syndication is the process of republishing content on third-party platforms to reach larger audiences and drive traffic.
Why is content syndication important for businesses?
It helps businesses expand their reach, build brand authority, generate leads, and maximize the ROI of existing content.
What are content syndication platforms?
Content syndication platforms are tools or services like Outbrain, NetLine, and LinkedIn that help distribute content to targeted audiences.
How does B2B content syndication differ from regular syndication?
B2B content syndication specifically targets professionals and decision-makers in business niches for lead generation.
Are there free content syndication platforms available?
Yes, platforms like LinkedIn Articles, Medium, and SlideShare allow businesses to share content without any cost.
What types of content are ideal for syndication?
Articles, blogs, whitepapers, videos, infographics, and webinars are commonly syndicated for maximum reach.
Can content syndication improve SEO?
Yes, syndication can improve SEO by driving referral traffic, increasing visibility, and building backlinks to your website.
