There are different ways to disseminate your content online.
You can post new content on your website and make it available to any visitors that drop by, share it online via social media accounts in the hopes of hitting on that viral post, or go a bit old school and utilize email.
One more way to distribute content involves a process known as syndication.
What Is Content Syndication?
Syndication is a term you often hear when people discuss old TV shows that still pop up on random networks every now and then. You can tell that a show is regarded as a hit if it’s reached that point where third party distributors are looking to attract viewers with its help.
Content syndication definition is quite similar to that. This time around though, the focus is on content and instead of networks, you have third-party websites doing the disseminating.
The job of the creator is to provide content that is compelling enough to attract visitors.
Meanwhile, the third-party website gives you another platform which can help improve your company’s exposure. Furthermore, since syndicated content is often gated, your business may also be able to snag more leads that will prove useful later on.
Opting to syndicate your content will not automatically lead to improved visibility for your business, however. Just as with any marketing approach, it has to be done thoughtfully and properly to yield the desired results.
I’ve included five content syndication tips below that should prove to be very helpful to companies involved in B2B marketing.
1. Hone in on a Target Audience
Before doing anything else, it would be helpful for you to identify your target audience. This can be a tricky process because you have varied options available.
You have to start with an industry to target, although this should be simple enough as you don’t have to stray far from home.
Next, you have to determine what kind of market you want your content to reach. Are you staying local or going global? Your content should reflect that.
Business size has to be accounted for as well because smaller entities and titans of industry have different needs and interests.
You should also consider which segment of the company you’re approaching. The type of content that will appeal to CEOs and those lower on the totem pole may not necessarily have complete overlap.
Determining exactly who you want to appeal to is essential because that should influence the kind of content you create. Speaking of which…
2. Create Varied Content
I enjoy the time I spend reading up on the latest in the world of tech and business and I’m certain that plenty of other folks feel the same way. Still, I don’t feel like just consuming blog posts for big chunks of my day. That can be mind-numbing after a while.
Variety is the spice of life and it’s also the key to successfully syndicating your content.
When putting together your catalogue of content, you should make it a point to give the consumers different options. Blog posts are great in moderation and they can be complemented well by videos, webinars, and infographics.
If you have the time for it, a long form piece on something you know incredibly well can also prove irresistible to third-party websites and businesses alike.
3. Find the Right Platform Partner
Okay, so you’ve determined your audience, crafted your content, and you’re now ready to distribute. What should you do next?
Now comes what is arguably the most difficult part of the B2B content syndication process as you need to link up with the right third-party website. It’s important to take your time here.
Creating quality content for syndication won’t help you much if the vendor you’re working with isn’t holding up their end of the bargain.
In search of the ideal third-party partner, you need to prioritize reputation. You can rest easier knowing that your content is being handled by reputable professionals. On top of that, their reputation will also come in handy because they already have an established audience.
It would also be a wise move on your part to ask some questions of your potential marketing partner. Ask about how they promote content, their policy on linking, and how they present your creations. If their approach aligns with yours, then the content syndication campaign can kick into high gear.
4. Improve Your Landing Page
Content marketing is designed to get people to visit your website, but that’s only part of the battle. You also have to make sure that your visitors will actually stick around and that’s where your landing page comes in.
This article from Entrepreneur highlights some of the things you can do in order to improve your landing page. Eye-catching headlines and clear call-to-actions are must-have elements. Images and videos are smart additions as they break up walls of text that could otherwise form.
Be careful not to clutter the landing page though as visitors may have a harder time figuring out where they need to click if they want to engage with your business further.
5. Keep Tabs on Your Content Syndication Campaign
Last but not least, you will have to keep track of your campaign’s performance.
Look at how the different types of content you’ve provided are performing. Are your blog posts tracking better or are you getting more hits from your videos?
If you’ve partnered with multiple vendors, you should also take a closer look at how similar pieces have performed on their respective platforms. See which one has provided a better return on your investment and consider sticking with them long-term.
Communicate with your partner website too and get their feedback on which pieces they feel are your best offerings.
Paying attention to the metrics will help you decide if you need to make big changes to your syndication strategy or if retooling it will be enough.
Conclusion
Content syndication can work wonders for your B2B marketing efforts, but getting it right involves more than just writing a few blog posts. Still, given how significantly syndication can improve your company’s visibility and increase its exposure, it is well worth the effort.
