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A guide to understanding the benefits and best practices of content syndication for B2B marketers.

Content marketing is a powerful way to attract, engage, and convert your target audience. But creating high-quality content is not enough. You also need to distribute it to the right channels and platforms where your potential buyers are looking for solutions. 

That's where content syndication comes in. Content syndication is the process of republishing your existing content on third-party websites, such as industry publications, blogs, newsletters, or social media platforms. The goal is to increase your reach, visibility, and authority in your niche and generate more leads and traffic to your website. 

But content syndication is not just a one-off tactic. It should be part of your overall demand generation strategy, which is the process of creating and nurturing qualified leads for your sales pipeline. Demand generation encompasses all the marketing activities that aim to build awareness, trust, and interest in your products or services and move prospects through the buyer's journey. 

In this blog, we will explain B2B content syndication, how it works, and why it should be part of your demand generation mix. We will also share some key points and best practices to help you get started with content syndication and optimize your results. 

What is B2B Content Syndication, and How Does It Work? 

B2B content syndication is republishing your content on third-party websites catering to your target audience. The content can be in any format, such as blog posts, white papers, ebooks, case studies, webinars, podcasts, or infographics. The content is usually published with a link back to your website, a lead capture form, or a call to action (CTA) to drive traffic and leads. 

Different ways to syndicate your content depend on your goals, budget, and resources. You can either do it manually by reaching out to relevant websites and publications and pitching your content, or you can use a content syndication network, which is a platform that connects content creators with content publishers and handles the distribution and tracking of your content. 

Some examples of content syndication vendors are Netline, Madison Logic, MRP, and Foundry. These networks have access to thousands of websites and publishers that can match your content with their audience. They also offer various features and options to customize your content syndication campaigns, such as targeting, filtering, pricing, and analytics. 

Why Should B2B Content Syndication Be Part of Your Demand Generation Mix? 

B2B content syndication can offer many benefits for your demand generation strategy, such as: 

  • Cost-effective: Content syndication is a very low cost per entry point compared to other marketing channels, such as paid ads, email marketing, or events. You can leverage your existing content and reach a large and relevant audience without spending a lot of money. Depending on the content syndication network you use, you can pay per click, lead, or impression. 
  • Highly targeted: Content syndication allows you to target your ideal customer profile (ICP) and decision-makers based on various criteria, such as industry, company size, job title, location, interests, and behavior. You can also use account-based marketing (ABM) lists to target specific accounts that you want to reach and influence. This way, you can ensure that your content is seen by the right people at the right time. 
  • Predictable: Content syndication is easy to attribute pipeline and revenue, as you can track and measure the performance of your content and the leads it generates. You can use tools and metrics, such as Google Analytics, UTM parameters, lead scoring, and attribution models, to monitor and optimize your content syndication campaign and its impact on your demand generation goals. 
  • Scalable: Content syndication can help you reach millions of target ICP decision-makers, which can bring thousands of leads into your nurturing engine. Depending on your budget, resources, and objectives, you can scale up or down your content syndication campaign. You can also test and experiment with different content formats, topics, headlines, CTAs, and landing pages to see what works best for your audience and your business. 


Over time, third-party content syndication is one of the most consistent and trackable marketing tactics for B2B marketers. It can help you increase your brand awareness, authority, and credibility in your niche and generate more qualified leads. It can also complement and enhance your other marketing channels and activities, such as SEO, social media, email marketing, and webinars. 

But content syndication is not a magic bullet. To make it work, you need to have a clear strategy, a well-defined audience, high-quality content, and a reliable content syndication network. You also need to follow some best practices, such as: 

  • Align your content with your buyer's journey and your demand generation funnel 
  • Choose the right content syndication network for your goals and budget 
  • Follow up and nurture your leads with personalized and timely communication 
  • Analyze and optimize your content syndication campaign and its ROI 

If you follow these steps, you can make content syndication a powerful part of your demand generation mix and grow your business.