Content Syndication for B2B Lead Generation: Key Strategies

Content Syndication for B2B Lead Generation: Key Strategies

Content syndication has been around for a while now, but marketers have recently rediscovered the power of this often-overlooked strategy. The process of redistributing content across various platforms and channels to increase its visibility and reach is known as content syndication. B2B content syndication has the potential to convert your best content into qualified leads.

It can be a valuable resource for B2B businesses looking to generate leads and convert them into deals. By attracting qualified leads to their sales funnel using a sound B2B content syndication strategy, marketers can increase the strength of their sales pipeline.

In this article, we’ll go over the importance of content syndication for B2B lead generation as well as some practical tips for using it to generate high-quality leads quickly and effectively.

Table of Contents

What is Content Syndication?

Content syndication refers to the process of distributing or republishing content from one source to multiple platforms or websites. It involves sharing your content, such as articles, blog posts, videos, or infographics on other platforms, reaching a wider audience beyond your website or blog.

It enables the sharing and distribution of content across multiple platforms to reach a larger audience. One of the prime benefits of content syndication is that businesses can increase their online visibility and reach more people with their high-quality content.

Simply put, content syndication is the process of republishing your content on other websites and networks to improve its discoverability. It’s a trade: the third-party website receives free relevant content, and your content is exposed to a new audience. This can help you earn backlinks to your website, which helps your SEO ranking and increases organic traffic. Moreover, it can add new leads to your pipeline and database. While theoretically it makes sense, but for content syndication to be a practical method of lead generation, you must consider at least three factors, which are:

  • Only syndicate top-notch content: This is most probably the most significant tip. You don’t want to harm the reputation of your brand by posting poor content on other websites. Any content you syndicate should be highly customized, skillfully written, educational, and accurate. ⁠⁠⁠⁠⁠⁠⁠
  • Curate where you syndicate: Not every website is made equally. Your brand will perform better on some websites than others. Before you begin syndicating your content, research the websites and the markets that would best suit your company.
  • Promote both your original content and syndicated content: By doing this you can get the host website traffic’s attention. Include a link to the original version of the article on your website when you syndicate it. In addition to enabling site optimization, this will encourage people to visit your website again and give them the option to read the entire article if they’re interested.
Benefits of Content Syndication
Benefits of Content Syndication

Why use Content Syndication for B2B lead generation?

You must be thinking, my content is already generating traffic, why should I bother with content syndication? Sure, you already have top-notch content and get consistent traffic.

While this can be effective for nurturing, talking to your current list exclusively won’t help you find any new leads. This is where content syndication comes into play. By making your content available for resharing on other websites, you can generate leads through content syndication. It helps to raise your profile and increase traffic to your website, which generates more leads and boosts sales.

You essentially grant other websites permission to publish your articles on their websites when you syndicate your content. Usually, you receive a backlink to your website in return. This may improve search engine visibility and traffic to your website. It’s a win-win situation.

How to Implement an Effective B2B Content Syndication Strategy

Identifying the right target audience is half the battle won when it comes to lead generation. Thus, you must always make sure that the company you are considering for your lead gen initiatives has enough experience in targeting and identifying the audience that is the right fit for your business. They should be able to carve an Ideal Customer Profile for your business and must be flexible enough to tweak their approach to accommodate your specific needs.

1. Define your goals

When using content syndication for growth marketing, you must start by defining your goals such as:

  • What are you hoping to achieve?
  • What kind of leads are you looking for?
  • How many leads are you hoping to generate?

Once you understand your goals well, you can start planning your strategy.

2. Identify your ideal customer profile (ICP)

Your ICP should be as specific as possible. It should include factors like:

  • What industry are they in?
  • Where are they located?
  • What is their designation?
  • What size is their company?
  • What are their pain points?

Once you’ve identified your Ideal Customer Profile, you can begin creating content for your target audience that will entice them to contact your sales executives. This will increase the likelihood that they will interact with your content and ultimately turn into customers. ⁠⁠⁠⁠⁠⁠⁠

3. Build a target accounts list

One of the best practices of content syndication is to create a list of target accounts. To do this, research your ideal client and narrow down their problems. Once you are aware of their problems, you can develop content that addresses those issues and syndicate it on relevant platforms. This will reach a larger audience of potential leads who are already interested in what you have to offer.

Assembling a target accounts list may appear daunting, but it is critical for any lead generation strategy. You can reach a larger audience and increase the number of leads for your company by investing the time to research your ideal client and produce targeted content.

4. Build the content asset

To maximize the number of leads generated by your content, syndicate it across as many channels as possible. This will reach a larger audience and increase the chances that someone will see your content and be interested in your product or service. Content syndication platforms can help you reach a larger audience by sharing your content across their websites and social media platforms, giving you the most exposure.

5. Promote the asset with CTA

Make sure to always include a call-to-action (CTA) when promoting your content. This could be as simple as asking readers to subscribe to your newsletter or share your content on social media or contact us. A key performance indicator for how well the content is received and used by its audience is the number of subscriptions. Including a CTA in your content while you syndicate helps viewers get in touch with you. Additionally, you can include contact information and a link to your website or landing page to ensure interested parties can reach you easily.


Content syndication is an efficient way for B2B companies to generate leads. It enables you to reach a large audience, build relationships with potential clients, and increase your exposure and credibility. If you are looking for ways to expand your company’s lead generation through content marketing and syndication, get in touch with us. Using content syndication, our team of experts can assist you in developing lasting relationships with your potential clients that could lead to future business opportunities.

Frequently Asked Questions

In addition to intent-data and account-based marketing, content syndication is a powerful B2B lead generation strategy. To syndicate and publish high-quality content, big brands frequently work with publications. This helps them reach a wider audience and accelerates their growth marketing strategies.

B2B content marketing refers to the process of producing and distributing content to increase traffic, leads, sales, and brand awareness for companies that sell to other companies. Email newsletters, podcasts, infographics and blogging are frequently used in B2B content marketing.
Analytics should be the foundation of B2B content. Make sure your audience will find your content relevant. Focus on the subjects that interest your readers rather than just talking about what you find interesting.


Hemant Jain

Hemant Jain

Hemant leads the B2B Demand Generation and Data Solutions practice at Datamatics Business Solutions Ltd. He is a multi-faceted professional with 20+ years of global hands-on experience in leadership positions contributing to start-up, business growth, and steady-state operations. Hemant is a seasoned leader in service delivery, transitions, process improvement, business strategy, and P&L management.

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