You must be spending a lot of time, effort, and money in producing high quality, engaging and informative pieces of content that stands out from the crowd. If yes, then why should you restrict yourself from making the most of those useful pieces of content? Thankfully, there is one way that can help you content to work at its 100% efficiency, and it is known as Content Syndication.
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Content Syndication Definition
Content Syndication is the process of publishing a pristine piece of content on your own website and then re-publishing it on someone else’s website that is relevant to your market. The re-published content can be identical to the original content or there can be minor changes as well but the main point is to get a link back to your website.
Syndication of content is not only helpful for B2C businesses but it is surely a boon for B2B firms as well. This is why we have included the top 5 content syndication tips for B2B marketing in 2020.
Target The Right Audience
It’s true that you will need to reach more people through your content but at the same time, it is important to reach the right people. And the same applies to B2B content syndication too.
Imagine if you are running a motorsports company and you re-publish your article with the title ‘Things to keep in mind in B2B automobile contracts’ on a website where people only come for motivational articles. Well, this will be like trying to sell a comb to a bald person.
This is one of the main reasons why you will need to choose the right audience for B2B content syndication. The website that you will be using for re-publishing your content should have an audience related to your own industry and company.
Find The Right Publishing Partner
One of the main objectives of content syndication is to target more people than your normal capability. This is one of the main reasons why content syndication is done with the motive of presenting content to more people than your website can. In order to achieve this basic and important motive of syndication of content, you will have to choose those websites that have higher DA and PA than your website. You can easily check the DA and PA of any website by integrating MOZ with your browser
A publishing partner with higher DA and PA and with no spammy links will make your content reach to a new and much larger audience. Along with this, you will also get high-quality backlinks by choosing the right publishing partners.
Be Careful When Distributing Your Content
If you will not be careful with the distribution of your content then Google algorithm might consider your syndicated content as duplicate content and your website can be penalized for this as well. But you don’t need to worry because if you will be careful with the distribution of your content then you will be able to stay away from the noxious cloak of duplicate content.
First of all, you will need to set up a ‘rel=canonical tag’ on the page where your content will be syndicated. This will make all the ranking signals to divert on your page. Along with this, you will also need to get a backlink as this will make only a snippet of your post to get syndicated and this will ensure that users will have to come back to your website for reading the article.
Engage With Prospects Throughout The Sales Funnel
The main motive of every form of marketing is to grab the attention of your prospect and turn them into your customer. Well, the same things apply to B2B content syndication and this is why you will need to engage with prospects throughout the sales funnel.
Your funnel strategy must have Top of the Funnel, Middle, and Bottom, content aligned with each other. If you will succeed in aligning your content and engaging with the prospects throughout the sales funnel then you will minimize the chance of any prospect going astray. And if you will just engage with the prospect at the start of the sales funnel and then leave them on their own fate, then you will not see much improvement in your conversion rate.
Focus on Intent Data
In order to understand the opportunities of your content syndication strategy, you will need to understand the behavior of your prospect.
The general audience persona is built around the informative guesses about what your customers feel, thinks, and does. And you must have proper data to prove these behaviors but you will never be able to explain how the same customer interacts or behaves with your competitors.
Well, this gap can be easily filled if you will focus on intent data. When you will start working with the right publishing partner then you will get details about the different websites your ideal prospects mostly visit. With the intent data, you may find that a smaller website is more impactful for your website in comparison to a bigger website.
By using the content syndication strategy, you will be able to put your content on work rather than posting on your website and being confined to only a limited number of visitors. And since content syndication is SEO friendly, you will also be able to boost your ranking through increased traffic and more searches.