Content Syndication – Is it Right for Your B2B?


Content syndication in traditional media refers to media organisations sharing and republishing each other’s content, ultimately building a content syndication network. Within digital media, this evolved into Rich Site Summary (RSS) feeds, which basically automates the process for online content. It is a way to publish content from one source in multiple locations. It means that the original source gets increased traffic.

The goals of content syndication for B2B marketers are different from traditional media.

As a B2B, you strategy should be to engage new clients rather than promote your brand.

Choosing a syndication partner or developing a syndication strategy is a mutually beneficial arrangement. Your partner has access to high-quality content to drive their traffic and you have access to a new audience. It can also be advantageous when you are launching a site or strategy and you have only a small amount of content.



  • When a group of brands come together to publish a whitepaper, ebook, or research study and then share the results on their landing pages this can increase site traffic and leads for all involved.
  • Social syndication or content swapping is an agreement between two brands to promote each other’s content via social media with the aim of promoting traffic.
  • Guest blogging means that your brand creates content for exclusive publication on another company’s site. The strategy is to build backlinks to your site.
  • PPC Promotion means that you pay a content syndication service to advertise/recommend your B2B product on relevant sites or search engine results pages.


  • Telemarketing/teledemand involves paying a telemarketing agency to promote your content over the phone to potential clients. If the pitch is successful the agency takes the details of the potential client so that you can follow up.
  • Issuing a press release and sending it out to news wires and publishing the article on your own site generates traffic.

To ensure that your campaign is successful, it is important to:

  • Set goals
  • Choose content that fits with those goals (whitepaper, ebook, blog)
  • Choose the right partner
  • Analyse the data


The benefits of syndication mean broadening your exposure, reaching a diverse audience, and creating new leads. Piggybacking on the reputation of a syndicated partnership does require careful attention, however, the overall benefits for both parties are worth investigating for any B2B organisation.

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