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Does Content Syndication Have a Place in B2B Marketing?

Posted April 16, 2021

Does Content Syndication Have a Place in B2B Marketing?

Posted April 16, 2021

For some reason, many B2B companies have either struggled to grasp content syndication or flat-out ignored it. If you’re a B2B marketer and shy away from content syndication strategy, you’re missing out on a huge opportunity. 

Content Syndication Works for Both B2B and B2C Marketing

You’ve probably heard this at some point or thought about it – “Content syndication won’t work for me as I’m in a boring segment.”

It’s time to erase such thoughts completely. Content syndication isn’t only booked for food brands and clothing firms. Around 88 percent of B2B audiences consume business-related content online once a week. And, you can bet at least a small percentage of them are eager to know about a solution like yours. 

Now, your job is to find such people. Intent data helps you do just that. By integrating intent data into content syndication strategy, you’ll know:

  • Whom to target
  • Which publisher to choose
  • What content to distribute 

What Makes B2B Content Syndication Different from B2C?

  1. Content Type
    B2B and B2C brands differ slightly in their approach to content syndication. The primary difference lies in the content type you syndicate. Instead of a catchy blog, a well-thought-out piece of content like detailed articles, eBooks, technical briefs, whitepapers and case studies would be of interest to the B2B audience as opposed to B2C.
  1. Marketing Goals
    While B2C brands typically use content syndication to drive traffic and sales, top-performing B2B firms are more likely to focus on lead generation and brand growth. In fact, most of the B2B marketers syndicate content to grow partnerships and gain a competitive advantage against their counterparts.
  1. Content Strategies
    Unlike B2C brands whose goal is to gather traffic through syndication, B2B brands focus on serving prospects and positioning themselves as thought leaders within their segment. 90 percent of successful B2B content strategists put their buyer’s informational needs first, according to Content Marketing Institute.

How to Succeed in B2B Content Syndication Strategy?

To succeed in your B2B content syndication strategy, learn more about your audience and their interests. One size doesn’t fit all when you deal with B2B buyers. The mindset, approach, aptitudes, and attitudes are different, and so should be your content. 

So, learn who is your likely audience, tailor your content toward those people, and find the publishers targeting these groups to grow your blog scope a lot wider. (Note: intent intelligence can help with all those tasks.)

Intent Data to Improve Syndication Outcome

A B2B marketer’s goal is to give the right information to the prospects at the right time. Using intent data helps brands build content strategies, particularly in determining the topics of interest right from the bottom of the funnel. So, you can create a great engagement by offering them content that maps to their pain points and research.

Intent data analysis also helps you learn if buyers are searching for competitive solutions and then develop content to combat losing them. This way, you can engage prospects in a syndication site and bring them back to your page.

Final Verdict – Does Content Syndication Helps B2B Marketing?

The simple answer is: Yes. Both B2C and B2B companies can absolutely use content syndication to connect with buyers and gain more revenue.

Read some of our other blogs to learn the benefits of B2B content syndication.