Content syndication types seems at times to be the marketing practice du jour. And it perfectly makes sense in this content-filled world.
There are currently more than 600 million blogs on the internet.
On top of that, 91 percent of B2B marketers use blog posts as part of their marketing strategy.
Meaning there’s huge potential to tap into content syndication to grow your business.
There are plenty of ways to distribute your B2B content. But how do you know what’s good for your business?
How to Use Different B2B Content Syndication Types
In this blog, we explore some of the most popular types of content syndication that can drive consistent traffic for your website and brand. (And adding the goodness of intent data to your traditional syndication plan further extends your content’s reach and visibility.)
1. Push Your Content to Third-Party Sites
If you already have a website with interesting content, well done!
You’ve done a lot of work. Now all that’s left is to syndicate those content assets on third-party websites and pull in a legion of subscribers and leads.
Third-party deals typically come in one of two forms:
- Only syndicated content: Here, you simply republish your existing content on third-party sites. You are not sharing any original content with them.
- An amalgamation of syndicated and original piece: This deal lets you share both original and existing content with publishers. For example, if you agree to share six posts per month, then at least one or two must be original.
Third-party publishers make such deals based on your content quality. After all, it’s a free service!
Remember, while choosing a content-syndication vendor, consider what the intent-based service providers have to offer.
2. Use Social Media to Publish Long-Form Content
Marketers love social media. Moreover, they often utilize social media syndication as an inbound marketing tool.
By syndicating intent-based B2B content on social media platforms like Quora, Medium, LinkedIn, and Reddit, brands can gain massive exposure. Intent-based means the content responds to intent behavior and interests indicated by an intent signal.
Your content may leap from one social circle to another, grabbing the attention of potential customers along the way.
However, to withstand possible downsides of content syndication – the duplication issue, for example — you can link back to the original post. Because there’s no easy way to add a noindex or a rel=canonical tag into social media platforms, as you do on third-party sites.
3. Distribute Your Blogs on RSS Or Feeds
RSS or Really Simple Syndication is a familiar publication format used for years by online visitors.
People usually subscribe to RSS feeds based around their interests and gain access to new information as it becomes available. B2B websites benefit from RSS as they integrate buyer intent into this approach and target interested prospects with relevant blogs.
Once you add an RSS feed to a web page, it provides a stream of syndicated content updated constantly. Most RSS feeds comprise a headline, content brief, and a link to the original article.
Beyond your blogs or articles, you can use feeds to distribute your audio and video content.
4. Set Up a Paid Syndication Campaign
There are a number of paid syndication partners who say they can help your content generate greater levels of engagement.
Now, the question is – how much does content syndication cost? And how do providers charge for services?
The paid content syndication service providers use a cost-per-click (CPC) or cost-per-lead (CPL) pricing model. Based on your campaign budget and bid rate, an automated system determines the right third-party platform to distribute your content.
Content discovery platforms like Outbrain place links to your blog (sometimes with images) at the end of editorial content. They can charge around $0.25 to $0.50 per click.
Some syndication partners charge on a CPL basis, typically running about $20 to $80 per lead.
There are also press release-like distributors that charge from $10 to thousands of dollars, depending on the scope of their distribution.
5. Syndicate Other Content Formats
Other than blogs or articles, B2B marketers can also republish different content formats on some publishers’ sites.
Here’s how to syndicate various content types
You can use:
- Visual.ly and Pinterest for infographic distribution
- YouTube and Ooyala for video content distribution
- BrightTALK to syndicate your webinars
- SoundCloud and iTunes for podcast distribution
- Slideshare to syndicate presentations
With this multi-channel approach, your goals are closer than you imagined.
Choose your platform. Distribute content. Get results.
Whether you’re exploring a potential market or looking for new channels to connect with prospects, there are various types of intent-led content syndication to consider. Some are pretty easy for any marketer; some might require more attention.
Whatever your needs and efforts, it’s a safe bet you’ll gain scalable, higher-quality traffic from implementing some level of content syndication seasoned by intent. There are other articles on content syndication from True Influence that you might enjoy, like this one: “How B2B Content Syndication Helps You Grow Quality Leads.”