Content syndication is a great feature to boost the B2B model. Clients and vendors look for recourses bold enough to capture the customer’s attention. Content syndication is a great way to increase organic growth and guarantee more sales.
TechKnowledge is your trusted source of information, and this time around, we focused on content syndication. The strategy may look pretty simple, which it truly is, but the results are truly phenomenal.
Please go through the article to learn the nitty-gritty of content syndication and whether it should be your concern.
For marketers, traffic is one issue that needs to be sorted as soon as possible. Even if the content is excellent, has perfect SEO, and is shared on multiple socials, it may not grab enough attention. How do we solve it?
Search engine optimization (SEO) helps rank content, allowing organic views. But niche content needs further help from services that follow protocols such as content syndication.
According to a blog published by MarTech, buyers consume an average of 13 pieces of content before deciding on a vendor. It reflects heavily on first and third-party content.
Breaking Down the Content Syndication Strategy
When we republish web content from a third-party website and credit accordingly, it can simply be a form of content syndication. Content can be blog posts, news articles, videos, infographics, and much more. Some service providers may have excellent content, which the vendors want to highlight. But simple copy and pasting does not suffice and is not the legit way to do so, at least in the business world. So, what we do is go through an agreement.
The third-party website gets a free and robust backlink to source original content along with free exposure and publicity.
On the other hand, where content syndication is performed, they also get the right to publish or share the same high-quality content. It provides organic traffic. It is fascinating to share content among websites or service providers where the end goal comes together.
The content syndication strategy is not a new thing. In fact, before the internet, we could find content syndication strategies on newspapers, magazines, and similar platforms that had the same goal.
Overall content syndication benefits both the first-party publisher and the third-party re-publisher. But the key is to “promote the same niche of content” where customer or service goal matches accordingly.
Suppose a smaller publication has a great piece. In that case, they can reach out to larger ones to take their content and give proper credit. Hence, it helps both without investing further resources. Marketing can be costly, and the sharing process eases it at a significant margin.
Although content syndication might seem similar to guest posting, it is not. Guest posts are entirely new ones sourced elsewhere. Content syndication is publishing the same content to serve a similar goal as the primary party wanted.
The Syndication Effect
Reports we went through showed the drastic effect of content syndication. The B2B buying process is not easy at all. It has to go through multiple meetings and decisions. Which again can go on for three to four weeks and involve three to four decision-makers. About 70 % of the traffic directly comes from your great pieces.
Whether it is selling a service, reviewing it, or promoting as part of the big piece, Internet research brings an average of about 67 %, whereas social media brings about 53 % of traffic.
Since markets are not unfamiliar with leads, subscriber emails get about 41 % traffic. Word of mouth is also pretty powerful, bringing nearly 33 % of the traffic.
The syndication effect drastically changes the numbers we previously mentioned. According to Outbrain, consumer electronics gained over +324 % more traffic, whereas the hardware section received +259 %. Since every number snowball and rank the content higher, they convert to business. This point is pretty critical for scaling.
