B2B Content Syndication Platforms
B2B content syndication platforms, like ViB Syndication, are types of B2B lead generation services that republish your content across high-converting sites to improve brand visibility and generate more qualified leads.
Benefits of content syndication include maximizing your investment in content marketing while establishing your brand as an authoritative voice in your industry.
By repeatedly placing your content in front of your target audience again and again, whether they’re ready to make a decision, you’re leveraging a marketing phenomenon called the “Mere Exposure Effect.”
The more repeated encounters a consumer has with a company, the more likely they are to reach for their solutions before a competitor’s – brand recognition builds brand credibility.
But why does my brand need this if we already have an established marketing presence?
Syndicated content funnels consumers to “gated” content on websites and platforms that help capture vital consumer data and nurture leads through your sales funnel.
Established and emerging B2B companies find immense value in B2B content syndication’s ability to bypass outdated mailing lists, reach their target market efficiently, increase lead generation, and improve traffic through backlinks and CTAs (calls to action).
What is content syndication marketing?
Content syndication marketing is a marketing strategy that repurposes your content by publishing it across other platforms and websites, leveraging a third party – like our team at ViB – and their network to capture user intent data and increase your content ROI (return on investment).
As digital channels and content production increase, reaching your desired target market will get harder. That’s why it’s so essential to outpace your competitors by reaching the right people at the right time, no matter the evolution of the digital landscape.
How B2B content syndication works with ViB Syndication
ViB’s marketing solutions aim to provide a highly tailored demand generation formula that reaches active end-users through thought leadership – one of the most effective ways to demonstrate value to your target audience.
Step 1: Determine the criteria for targeting so your content can be syndicated only to those who match your ideal customer profile. ViB will segment the community by geography, title, level, technology, etc.
Step 2: Provide the content. ViB will republish your chosen asset(s) on our community site. Some of the content formats can be white papers, reports, long and short-form content.
Step 3: We promote the content download page with targeted outbound campaigns to your ideal customer profile. The leads you get will only be shared if they match the target criteria that were previously identified in Step 1.
What is paid vs. free content syndication?
Paid content syndication allows your team to reach your marketing goals while freeing up your schedule, leading to greater productivity and innovation. Free content syndication has less targeting potential and requires hours of your valuable time.
What are the most common paid B2B content syndication solutions?
Solution 1: Advertise your content on major websites
This approach involves placing your content on significant publishers’ websites in the form of native ads or sponsored content. We like that this approach gives you control over the placement of your content. However, the audience may not actively seek your content, with limited targeting opportunities and unpredictable content discovery.
Solution 2: Pay a content syndication service provider to distribute your content to a collated database
Content syndication agencies like ViB Syndication distribute pre-made content (white papers, videos, webinars) to a targeted database of potential leads.
How much does content syndication cost?
On a cost-per-lead basis, leads could range from $40 to over $100 across all platforms. The cost usually depends on your targeting criteria and the level of customization required, so we encourage you to reach out to specific providers for a pricing quote.
What to consider when choosing a content syndication platform:
Audience match – In order to choose the best content syndication platform, you need first to have a good understanding of the profile of your ideal customer. For example, you wouldn’t go to a bakery to buy a tire, would you? It’s a silly example, but it’s meant to illustrate that your first priority is to choose a platform whose readership, community, or user demographics align with your ideal buyer. Otherwise, you’ll get many downloads that do not align with your needs.
Authority – Look for websites with a large audience of active readers (or subscribers) who expect to consume content from that vendor. Any community that relies on that company to provide introductions and recommendations for services and technology is a must.
Cost – Let’s face it, content syndication can be expensive. Make sure you choose a platform that offers affordable and flexible pricing that doesn’t have too high of a cost per lead (CPL).
Type of deliverable – Is the platform providing you with a guaranteed result? If not, it’s time to ask for one. Make sure you choose a provider, like ViB, that commits to driving the results you need vs. providing vanity metrics and volumes of “leads” that may not match your criteria (see audience match above).
Best content syndication platforms
ViB – Promote your content on the tech-based ViB Community portal, where ViB Community members can voluntarily download content. ViB Syndication uses a pay-per-qualified download model for guaranteed leads.
Taboola – best used for companies looking for native display ads. All interactions are the responsibility of your company.
Reddit – share content via posts or comments. High-volume network with cluttered content. Reddit’s platform has a low probability of generating high-converting leads with ease.
LinkedIn – publish articles or share content via posts. Companies can increase their reach by following decision-makers, but there are no real systems put in place to facilitate long-term growth and success.
Medium – open publishing platform where people can share content. Relies on an algorithm that’s less likely to reach your desired target market.
Quora – question and answer discussion platform that requires companies to answer questions from a target consumer to get noticed individually.
Getting started with B2B content syndication lead generation
You’ve made the decision to integrate a content syndication platform into your marketing strategy, What’s next?
Read our full article about B2B Content Syndication with even more tips, platform information, examples, and costs about this incredible opportunity.