The Practical Guide to Content Syndication for Lead Generation

It’s essential to reach the right people with your content marketing to generate qualified leads for the sales team to convert. Can you imagine the advantages of being able to get your content read by the audience of a publication like Forbes, or It’s entirely possible if you use content syndication, which gives marketers the opportunity to boost lead generation by expanding their reach to audiences they might not otherwise have access to.

What Content Syndication Is

Content syndication is the tactic of publishing quality, high-value material on websites that target audience groups you might not have access to, usually gated with a data collection device such as a contact form, a survey or a poll. These websites typically reach audiences matching your criteria with whom you have not yet formed any relationship. Accessing them through companies who have an established connection with them benefits all parties, because:

  • You get free publicity and quality backlinks, which helps increase your exposure and generate more organic traffic.
  • The audience gets access to materials they might otherwise miss, and
  • The third-party site gets free, quality content relevant to its audience.

Syndicating content helps generate leads by amplifying your reach beyond your immediate followers, and by improving your performance in search. It gets your information in front of relevant market segments, which have high buying potential resulting from their current relationship with your syndication partner. These factors increase your traffic, and higher traffic means a greater number of leads.

Developing a Content Syndication Strategy

Taking advantage of this marketing tactic is simple, provided you implement the following steps:

·        Set Specific Goals

It’s not enough to embark on content syndication to generate leads simply by getting your content seen by more people. You need to set specific goals that align with your business objectives at a granular level. Example goals could be:

  1. Driving new top-of-funnel leads
  2. Generating more mid-funnel leads that indicate purchasing intent
  3. Achieving higher readership for your blog
  4. Improving performance in search through better SEO
  5. Increasing awareness of your product through wider exposure.

Make sure the goals you set are in sync with your overall business plan and timing, which includes ensuring your production can meet potential demand.


·        Select the Target Audience

Content syndication using paid channels enables you to reach your target audience very precisely, as long as you choose your partners correctly. It’s important to identify market segments you want to access before you start looking for partners. This will allow you to make use of targeting options used by reputable channels, and base your B2B targeting on criteria such as geographical location, company size, industry, annual revenue, job type, and role of the person you want to reach.

Your content syndication vendor should synchronize your marketing automation programs through an API (application programming interface) so leads arrive directly in your system. From there, you can score leads, assign them to nurturing campaigns, and contact them to close the sale.


·        Apply Intent Data

Intent data shows which visitors or leads are actively researching your industry or solution online. Users are tracked with cookies and scored on multiple topics, and content syndication vendors have access to the data. It’s like getting a peek into the wants and needs of your prospective customers, what they are looking for, where and when.

Intent data goes beyond basic demographic and related data, and helps you target customers at the time they are searching for products you (and your competitors) offer. This eliminates much of the guesswork involved in aligning lead generation campaigns with buyers’ journeys. When you apply intent data correctly, it can dramatically boost conversions and sales.


·        Focus on SEO

Boosting your performance in SEO is top of almost every B2B marketer’s list, and content syndication can be really effective—as long you do it correctly and don’t end up publishing duplicate content. Some ways to achieve this include:

  1. Promoting an abstract, instead of the entire piece. The abstract should link back to the rest of the content and be compelling enough to encourage visitors to click through.
  2. Guest posting on other sites, by revising content so it’s different enough from the original but includes links back to your site.
  3. Using legitimate syndication vendors such as Netline or PureB2B to avoid being penalized by Google. Vendors who are less reputable or who post random content that isn’t industry-targeted could be considered content farmers and will be a waste of your money.?

The only disadvantage of using content syndication to boost your SEO is that the sites you publish on could outrank your own site, particularly for smaller businesses without a strong online presence. There are ways around this, however, which we can help you implement to increase your ranking.


·        Develop Content Assets

Create content that speaks to the stages of your sales funnel, which directly addresses the questions prospects have in each stage. For example, a buyer in the later stages might want to compare potential options to help them reach an informed decision. This might require a pricing study or a comparison of features. Prospects in early stages of the funnel, however, will more likely respond to topics that introduce the problem and highlight possible solutions.

The consumption of traditional media is declining, while digital options such as video, audio, and imagery are increasing. Using multiple media for your content assets enables you to reach different segments of your audience with the channels they prefer. You can use various combinations of media to reach market segments more effectively than by sticking to written content.


·        Choose Syndication Partners

Selecting the right partners is vital to the success of your content syndication efforts. Syndication may be done via a paid program through a vendor, or non-paid through RSS feeds and social media platforms. Ideally, you should include both paid and non-paid methods to extend your reach and deliver fresh new leads for your company.

Finding paid syndication partners is simple but requires due diligence ensure you ally yourself with a company that has:

  1. A quality reputation
  2. Large audience with the right interests that aligns with your brand
  3. Good segmentation abilities, which allows your content to reach specific groups.

Non-paid partners don’t require large expenditure but generally take more work. You can find these by researching websites and blogs related to your industry and offering them the free use of your content. Most sites are always in need of fresh material, and provided they aren’t in competition with you there’s little reason they would reject the idea.

Contact them with your offer and include a content asset ready for syndication. Make sure it’s non-salesy and offers value to their visitors, and it hasn’t been published elsewhere. You can have as many syndication partners as you want, but attempting to republish specific assets on multiple sites is bad etiquette.


·        Qualify the Leads

To reap the benefit of content syndication, it’s ideal to further qualify leads with additional questions. When you’re working with the right syndication partner, you can often use their existing relationship with their audience to ensure the leads you get are good opportunities that deserve your sales team’s time and effort. That’s why your choice of partners is so important, to determine you’re getting the very best ROI. The Take-Away Syndication is an excellent option for companies with the capability to produce high-quality content assets that appeal to a specific industry niche. Opting for a mix of paid and non-paid syndication with appropriate partners can extend your reach tremendously and bring you the benefits and visibility of public relations and guest blogging—with significantly less time involved.







About Paul Mosenson

NuSpark Marketing Founder, Chief Lead Generation Strategist and Online Media Director An experienced B2B and B2C marketer, Paul has been helping clients generate leads and grow their businesses for over 25 years. Paul helps plan and optimize marketing and lead generation programs.