Nick Colthorpe
Nick Colthorpe 6 November 2023

How to Boost B2B Lead Generation with Content Syndication

Explore effective strategies for B2B lead generation with our guide on content syndication. Learn about strategies, choosing platforms, measuring impact and overcoming key challenges.

In the bustling digital marketplace, standing out is both an art and a science. 

As a seasoned content marketer who has steered through the complexities of content syndication for several years, I've witnessed first-hand the transformative power of well-executed content syndication strategies.

Done right, it can rocket fuel your lead generation and brand awareness. 

This guide will walk you through the ins and outs of content syndication, with actionable tips to make it work for your B2B marketing strategy. 

Let's get started!

Key Takeaways

  • Content syndication is a powerful B2B lead generation tactic that expands your reach and visibility.
  • Choosing the right platforms to syndicate your content is crucial - focus on sites your target audience visits.
  • Measure the impact through metrics like traffic, leads, engagement and conversion rates.
  • Maintain content quality and relevance to avoid risks like duplicate content penalties.
  • The future of syndication lies in emerging formats like video and new distribution platforms.

The Importance of Content Syndication for B2B Marketers

As a strategy, it's not just about dispersing content across various platforms.

It's about strategically funnelling your message into the line of sight of qualified prospects, enhancing brand awareness and solidifying your position as an industry authority.

Here's how content syndication serves as a crucial lever for B2B marketers:

Funnelling Qualified Prospects

Content syndication is akin to casting a wider yet strategically designed net to capture the right kind of fish – qualified prospects.

By placing your content on relevant third-party platforms, you're not just increasing its exposure; you're strategically positioning it where your target audience is most likely to engage.

This focused approach ensures that the leads funnelled into your pipeline are not just more numerous but more qualified.

Elevating Brand Awareness

In today's saturated digital space, establishing and maintaining brand awareness is paramount.

Content syndication amplifies your brand's presence, enabling your message to travel far and wide. As your content appears on diverse platforms, it not only reaches new audiences but also reinforces your presence among existing ones.

This repeated exposure is key to carving out a strong, recognisable brand identity in the digital realm.

Building Credibility and Authority

By aligning your content with reputable third-party platforms, you borrow some of their credibility, which in turn bolsters your own.

A recent article by the Content Marketing Institute highlights the growing trend of leveraging content to establish authority in the B2B sector.

When your insights and expertise are showcased across various respected platforms, it signals to your audience that you're a thought leader and a trusted source of information.

Positioning as an Industry Leader

To stand out as an industry leader, it's not enough to merely have a presence; you need to have a resonant voice.

Content syndication allows you to spread your innovative ideas and unique perspectives across the industry landscape. The more places your content is seen and recognised, the stronger your reputation as an industry leader becomes. 


Content syndication, thus, is not just a tactical move in the B2B marketer's playbook; it's a strategic imperative.

It helps cut through the noise and get your message in front of the right folks.

How Content Syndication Fits into a Broader B2B Marketing Strategy

B2B content syndication shouldn't be treated as a standalone tactic. To extract the most value, integrate it into your broader content marketing and lead gen framework.

Here's how it fits in:

  • Dovetails into overall lead gen efforts - Syndicated content provides additional channels to drive qualified prospects to your website or landing pages.
  • Boosts brand awareness - Getting featured on popular platforms increases your brand visibility and establishes your authority.
  • Engages your audience - Syndication places your content where your audience already spends time browsing online.

The key is identifying high-value platforms where your content can organically reach interested leads.

This allows you to be where your customers are, providing value and insights tailored to them.

When integrated correctly, content syndication becomes a cog in a well-oiled machine, contributing to a framework for effective customer engagement and lead generation

How Does B2B Content Syndication Work?

Now that I've sold you on the value of B2B content syndication, let's look at how it actually works.

Process of Syndicating Content

The first step is carefully selecting and optimising content formats like blog posts, ebooks and webinars that resonate with your audience.

Next, you need to identify and partner with relevant external platforms like:

  • Content aggregators and syndication networks
  • Industry blogs and publications
  • Social media channels

For example, contributing guest posts to niche websites or sharing your content to relevant LinkedIn Groups.

Once you have partnerships in place, you can republish your content on these platforms. 

Usually, this involves adding a teaser or snippet that links back to the original piece on your site.

Types of Content Suitable for Syndication

When picking content to syndicate, consider these elements:

  • Informative & Engaging - Well-researched content that educates your audience is ideal.
  • Evergreen - Pieces that hold relevance over time tend to have more syndication appeal.
  • Unique Perspective - Content offering fresh insights stands out from the recycled stuff.

From blog posts to ebooks and webinars, focus on packaging your expertise into digestible formats.

Maximising Reach and Impact

Let's delve into a practical example of content syndication and its impact:

The Scenario:

Demand Exchange created an insightful guide titled "The State of B2B Lead Generation 2021".

This resource is tailored for businesses looking to refine their lead generation tactics in the digital age.

The Content Creation Journey:

Crafting this guide was no walk in the park. It involved a meticulous process of ideation, research, writing and design.

The content team dedicated several days to understanding the nuances of lead generation in the market landscape at that time, ensuring the guide was not only informative but also aligned with the latest trends and strategies.

They understood that the value of their guide extended beyond their immediate audience.

To maximise its reach, they employed a content syndication strategy, distributing the guide through various B2B platforms and channels.

Selection of Platforms:

They chose platforms frequented by digital marketing professionals and businesses seeking lead generation insights.

Tailoring the Approach:

To make the most of each platform, the content was sometimes restructured or repurposed, ensuring it resonated with the different audiences on each site.

The Outcome:

The results of this content syndication strategy were significant:

  • Extended Reach: The guide reached a wider audience, including those outside their direct network.
  • Enhanced Brand Awareness: The syndication raised their profile as a thought leader in digital marketing and lead generation.
  • Increased Lead Generation: With broader visibility, the guide attracted more leads, many of whom were previously unaware of Demand Exchange's expertise.

This case study exemplifies how a well-executed content syndication strategy can transform a single piece of content into a powerful lead generation tool.

Understanding Your Target Audience

Crafting a compelling narrative begins with understanding to whom you are speaking. 

Crafting customer personas isn’t a whimsical task; it’s about delving into the psyche of your potential customers, understanding their pain points, and tailoring your message to resonate with them.


Understanding Audience Behaviour and Preferences

Gartner’s prism into the B2B buying behaviours sheds light on the importance of meeting customers' value expectations. 

It’s not just about flashy features; it’s about delivering tangible value that dovetails into their operational matrix. 

Understanding these behaviours and preferences is the cornerstone for creating content that strikes a chord.

Lead Nurturing Through Syndicated Content

According to Forrester Research, companies with excellent lead nurturing generate 50% more sales-ready leads at 33% lower costs.

This is where syndicating your content across different platforms comes in handy. It allows you to:

  • Build awareness by consistently keeping your brand in front of potential customers
  • Engage leads through valuable content that moves them down the funnel
  • Educate prospects throughout their buyer's journey

In essence, syndicated content acts as educational lead nurturing pathways, guiding prospects closer to a conversion.

7 Content Syndication Tips for B2B Brands

Beyond turbocharged lead generation, here are some other key benefits of content syndication for B2B brands:

1. Reaching a Wider Audience

Syndication enables your content to reach prospects you might have never attained through your own channels. 

It opens doors to new sections of your audience.

2. Amplified Brand Authority

Having your content featured on popular industry platforms elevates your brand's reputation and trust. It positions you as a thought leader.

The more exposure your content gets, the more your brand recognition grows in the marketplace. This lends to your credibility and authority in your niche.

3. Diversified Lead Generation Sources

Rather than relying solely on your website for lead gen, syndication provides additional inbound channels to capture prospects. This leads to gains in both lead volume and quality.

4. Industry Publications

Target influential publications and blogs that your customers read on a regular basis. Pitching guest posts to relevant sites is a proven syndication tactic.

5. Content Aggregators

Platforms like Demand Exchange can amplify your reach by distributing content across their partner network.

6. Social Media

Platforms like LinkedIn and Twitter enable sharing content natively into your target audience's social feeds.

7. Company Blogs/Media Sites

Partner with companies that attract your ideal customers to syndicate content on their sites.

The aim is to identify sites where your audience is already active and engaged. These platforms offer the greatest visibility impact.

Evaluate potential partners based on metrics like domain authority, unique visitors, inbound links and social media reach.

Measuring the Impact of Content Syndication

How do you know if your syndication strategy is delivering results? 

Key metrics to track include:

  • Lead generation from syndicated content links - Measures quality inbound leads.
  • Website traffic from syndicated content - Shows content promotion is working.
  • Engagement on syndicated content - Likes, shares, comments etc.
  • Conversion rates of syndicated leads - Track sales impact.

Regularly assessing performance through metrics allows you to see what's working and optimise further. This helps maximise your content syndication ROI.


Enhancing Syndication with Managed Service Platforms

While tracking these metrics is crucial, the effectiveness of your content syndication also hinges on the platforms and services you use.

Leveraging platforms with a managed service can significantly amplify your content syndication strategy.

This is where services like Demand Exchange come into play, offering an integrated approach to content syndication.

Demand Exchange isn't just about distributing content; it's about creating an ecosystem that seamlessly integrates with your website, appearing as if it's native. 

Here's what a managed service like Demand Exchange brings to the table:

  • Customised Content Hubs: Streamlining content access for visitors with information-rich hubs and resource sections.
  • Optimised Marketing Channels: Managing a mix of channels such as email, publishers, partners and social media for targeted content reach.
  • Data Capture and Lead Scoring: Utilising landing page forms and gated content for effective lead generation and scoring, ensuring only the most qualified leads are passed to sales.
  • In-Depth Reporting and Analysis: Providing detailed insights on campaign progress, channel effectiveness and ROI.

Integrating Demand Exchange into your content syndication strategy not only broadens content distribution but also optimises lead generation efforts.

It elevates your strategy from simple distribution to a comprehensive approach that drives demand, captures qualified leads, and delivers measurable returns.

Overcoming Syndication Challenges

While content syndication offers tremendous upside, it also comes with a few potential pitfalls. 

Here are some challenges to watch out for:

Duplicate Content Risks

When syndicating content across multiple sites, duplicate content issues may arise which can negatively impact SEO. 

Best practices include:

  • Using canonical tags to indicate the original content source.
  • Creating unique/updated versions when repurposing your content for syndication.

Maintaining Content Relevance

In the fast-moving digital landscape, outdated content quickly loses relevance. 

Tips to stay current:

  • Monitor comments and feedback to identify stale content that needs a refresh.
  • Continuously create new content that meets audience needs.
  • Regularly review and update evergreen pieces as needed.

Sustaining Content Quality

Publishing subpar content can hurt your brand reputation. 


  • Seek regular feedback from partners on your content's performance.
  • Enforce stringent quality standards for all syndicated content.
  • Refresh outdated or underperforming content.

The Future of Content Syndication

What does the future hold for content syndication? 

Two big trends to keep on your radar:

  • Emerging formats - Video, podcasts, and interactive content offer new creative options for syndication.
  • Evolving platforms - New channels like Clubhouse and Substack offer syndication opportunities to tap into emerging audiences.

As consumption patterns shift, brands need an agile syndication strategy to adapt. The tactics may change, but the value of reaching audiences through content will only grow.


Turbocharge Your B2B Lead Gen with Content Syndication

If generating more high-quality B2B leads is crucial for you, then a strategic content syndication strategy is a must-have.

Used effectively, it allows you to tap into new audiences, establish thought leadership and drive conversions through content.

While duplicate content and irrelevant content risks exist, maintaining robust quality standards and optimising continuously can help overcome these.

The name of the game is providing value - if your content solves your audience's needs, syndication will expand its impact exponentially.

Now that you're armed with a better understanding of how to navigate content syndication; you're ready to set sail on your journey to B2B marketing success. 

Go forth and amplify!


Q: What is content syndication in the context of B2B lead generation?

A: Content syndication refers to the practice of repurposing and distributing your existing marketing content on third-party websites and platforms to generate new leads. It expands the reach and visibility of your content.

Q: What do lead generation specialists do?

A: Lead generation specialists focus on driving new potential customer interest and inbound leads for a business. Their key responsibilities include content creation, syndication and promotion across channels to attract and nurture new prospects.

Q: Is content syndication considered inbound or outbound marketing?

A: Content syndication is primarily an inbound lead generation tactic. By distributing content across high-value third-party sites, it aims to attract interested prospects when they are actively searching for related information.

Q: What are some best practices for effective B2B content syndication?

A: Best practices include creating high-quality, original content, choosing relevant partner sites, optimising content for each platform, tracking performance with clear goals, and monitoring for duplicate content risks. Maintaining relevance and consistently distributing content is also key to success.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Five Ways to Gain Maximum Return on Your Videos

Five Ways to Gain Maximum Return on Your Videos

Without question, our collective appetite for video is fuelling more video-centric experiences online. Video’s ability to impart both emotional and practical information makes it a win-win for brands and consumers...

Juli Greenwood
Juli Greenwood 2 July 2024
Read more
Set Your Data Free With Web3

Set Your Data Free With Web3

In the first of our series of pieces looking at the top digital trends of 2023, lead web developer, Craig Wheatley, discusses what the current state of owning our own data is and how Web3 is revolutionising how it can...

Candyspace Media
Candyspace Media 1 February 2023
Read more
Get Your Ad Strategy in Shape For a Summer of Sport

Get Your Ad Strategy in Shape For a Summer of Sport

From the UEFA European Football Championship to the Paris Olympics, UK media companies and advertisers are limbering up for a super summer of sport. Below, we share three tips to get both on the podium this season...

Sarah Whitfield
Sarah Whitfield 13 June 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more