Content syndication: Expand your awareness, authority, and B2B reach

Standing out and reaching the right audience can be challenging. Content syndication offers a powerful solution to expand your reach, increase brand awareness, and drive better results. By sharing your content on other organizations' platforms, you can tap into new demographics and market segments. Read on to discover the benefits of content syndication, backed by recent research and practical insights, to help you leverage this tactic effectively. 

Why content syndication matters 

Content syndication is a tactic that lets you share your content on another organization’s property to expand your reach. These programs can run through email, websites, social media, and more, fitting well in a multichannel campaign. Content syndication is especially beneficial for the 58% of marketers from our recent research that reported they’re exploring new demographics or industries and expanding market segments in 2024. Plus, content syndication users are highly confident in their targeting, with 58% reporting they are extremely confident in targeting the right audiences.

If you are looking to reach new audiences or are facing targeting challenges with your campaigns today, don’t overlook content syndication for your marketing strategy. 

Big picture benefits of content syndication in B2B marketing 

Content syndication users stood out as high performers in Anteriad’s 2024 marketing research.  

Revenue impact and positive outlook 

Marketers who run content syndication campaigns drive better results. Our recent research highlights that content syndication users report significant increases in revenue growth compared to their peers. Specifically, 40% more content syndication users reported a significant increase in revenue last year.

Looking ahead, 20% more content syndication users anticipate a significant revenue increase in the coming year.

Strategic priorities and greater confidence 

Content syndication users prioritize aligning sales and marketing goals and experimenting with new tactics. According to our research, 60% of content syndication users focus on aligning go-to-market (GTM) objectives, compared to 46% of other global marketers. Additionally, 57% report testing new tactics, versus 48% of non-users. This group is also highly confident in their ability to target the right personas and ICP, with 58% expressing extreme confidence compared to 49% of non-users. Moreover, 55% of content syndication users are extremely confident in their data strategy, compared to just 44% of all others. 

Quick wins and benefits of content syndication in B2B marketing 

Content syndication has a reputation as a proven technique for increasing website traffic, lead generation, and bolstering brand awareness. When powered by intent data, results can improve even further, creating significant lifts in click-through rates, form fills, and ultimately pipeline values and closure rates. Here are six perks of embracing content syndication: 

Your competitors are actively distributing content online, you should be too. Don’t let buyers hear only your competition’s voice. You can stay ahead by crafting a more calculated strategy using intent data. 

Content syndication offers an engaging way to build brand awareness and provide a catalyst for meaningful conversations about your brand, whether through retargeting ads, nurture programs, or sales outreach. A strategically planned initiative powered by intent data can promote your company where your best prospects gather to investigate solutions like yours. 

Content syndication can be the spark that fires up your pipeline. Distributing quality content that readers find valuable encourages social shares and attracts new prospects. Publishing useful, educational content to an intent-driven audience distinguishes your brand and generates engagement from those looking to buy. 

Content syndication helps establish authority in your niche. Research buyers’ topic interests and use intent data to target effectively. Identify the buying group associated with your product category, align those topics to a content funnel, and syndicate on relevant, high-domain quality sites. 

Content syndication platforms distribute content across a broad spectrum of potential customers while allowing targeting. Ensure your content is engaging and relevant to drive traffic to your site. 

If your budget is strapped, consider a pilot or smaller content syndication program. Even a slight increase in audience reach and traffic can bring major benefits. Content syndication shouldn’t be too complicated. If budget is a concern, you can stay on track with the guardrails you implement for your program before launch (audience, budget, contacts reached, etc.). 

Don’t stop there 

Content syndication is a versatile, effective, and complementary tactic for expanding your audience, increasing brand awareness, and driving significant revenue growth. You can elevate targeting and engagement rates further by infusing your content strategy with intent data and leveraging multichannel campaigns.  

Research shows content syndication flourishes when paired with programmatic specifically, and that marketers who are seeing significant increases in revenue are using 4+ channels to reach their audiences. A marketing solutions and data partner can guide you in both starting content syndication as well as phasing in other strategic channels ideal for your target audience.