B2B content syndication refers to the process of publishing or republishing proprietary content across third-party websites and platforms. As such, part of ensuring the success of effective content syndication relies on finding the right syndication partner and establishing a relationship that is mutually beneficial.
The purpose of B2B content syndication is to take advantage of a syndication partner or syndication network to expand the reach of proprietary content with target audiences. The CMO’s challenge for finding a content syndication partner begins with establishing their reach within a shared audience or a ready-to-buy audience that their company stands to benefit from.
Depending on the intended objectives of syndicating content and the partner chosen, the potential of content syndication and results may vary. Each syndication partner has different protocols. They may choose to simply republish your work, edit it down to a shorter version, or link to the full piece with an excerpt.
Social media content syndication is the process of syndicating content across social channels that are suited to reaching your target audience. Two companies can create a partnership to promote each other’s content across their various social media platforms. This could be part of a co-marketing agreement.
Social media syndication can be effective in expanding the reach of valuable, high-quality content, encouraging new followers and compounding content’s influence. Social media is also an efficient tool for sharing content in a way that encourages new and regular traffic to proprietary websites through backlinks.
In order to take advantage of the potential of social media for content syndication, a detailed understanding of target audiences is essential. This knowledge can be leveraged to determine which platforms are best suited to each audience, the different types of content to publish, as well as other variables such as the optimal time for posting.
These insights can be determined from effective market segmentation, particularly segmentation methods such as psychographics, which can be used to identify the preferred channels of communication for individual accounts.
Social media syndication should be regularly tested to ensure its efficacy in appealing to target audiences by testing variables such as post length, language used, imagery, design elements, and the time of day or day of the week posted.
In short, social media syndication is an efficient method of content syndication that takes very little time to yield positive results if supported with accurate segmentation data.