InsightsArticle

The CMO Guide to Modern Content Syndication

Thank you!
Thank you. Your requested content is available below. We hope you find it helpful and insightful.
Summary

Synopsis:

  • null

    The role content syndication plays in the buyer journey

  • null

    Benefits of content syndication and recommended KPIs for CMOs

  • null

    A 6-step playbook to syndicate content effectively

WHAT IS CONTENT SYNDICATION?

Content syndication refers to the process of distributing content through third-party websites or platforms, linking back to the original source, in order to reach a larger audience. Both new posts and repurposed (pre-existing) content are eligible for content syndication strategies.

Fill out the form to see all the content

Why use content syndication?

Why professional syndication platforms are key to efficient content syndication

Why publish content on AI-curated publishers?

  • null

    Accuracy, speed, and efficiency: AI curation is more accurate and efficient than manual curation as AI systems can process large amounts of data quickly and identify patterns that would be difficult for humans to see. This also reduces the margin for human error.

  • null

    Personalization: AI curation allows for more personalization than regular content syndication as AI can analyze user data to identify content that is likely to be of interest to each individual user and select market segments.

  • null

    Scalability: AI curation can be more scalable than regular content syndication facilitating publishing for more verticals and larger audiences. This is due to the fact that AI can be used to curate content on a substantial scale, without the need for a large team of human curators.

How content syndication meets the needs of CMOs

How content syndication fits into the B2B user journey

Social syndication

WHAT IS SOCIAL SYNDICATION?

Benefits

Challenges

  • null

    Increased reach

  • null

    Enhanced brand visibility

  • null

    Improved SEO and website traffic

  • null

    Targeted audience engagement

  • null

    Cost and time efficiency

  • null

    Collaboration opportunities

  • null

    Content adaptation and customization

  • null

    Maintaining brand consistency

  • null

    Loss of control over content presentation

  • null

    Potential duplicate content

  • null

    Monitoring and managing multiple channels

  • null

    Competing with native platform algorithms

Benefits

  • null

    Increased reach

  • null

    Enhanced brand visibility

  • null

    Improved SEO and website traffic

  • null

    Targeted audience engagement

  • null

    Cost and time efficiency

  • null

    Collaboration opportunities

Challenges

  • null

    Content adaptation and customization

  • null

    Maintaining brand consistency

  • null

    Loss of control over content presentation

  • null

    Potential duplicate content

  • null

    Monitoring and managing multiple channels

  • null

    Competing with native platform algorithms

Co-marketing

WHAT IS CO-MARKETING?

Benefits

Challenges

  • null

    Increased reach

  • null

    Expanded audience

  • null

    Cost efficiency

  • null

    Access to targeted segments

  • null

    Improved brand visibility

  • null

    Cross-promotion opportunities

  • null

    Enhanced content distribution

  • null

    Lead generation and conversion

  • null

    Shared resources and expertise

  • null

    Lack of control over syndicated content

  • null

    Consistency of brand messaging

  • null

    Quality and relevance of syndicated content

  • null

    Competing with other syndicated content

  • null

    Difficulties in measuring ROI

  • null

    Maintaining partner relationships

  • null

    Potential for negative brand association

  • null

    Intellectual property, privacy, and copyright issues

  • null

    Potential for content overexposure

Challenges

  • null

    Lack of control over syndicated content

  • null

    Consistency of brand messaging

  • null

    Quality and relevance of syndicated content

  • null

    Competing with other syndicated content

  • null

    Difficulties in measuring ROI

  • null

    Maintaining partner relationships

  • null

    Potential for negative brand association

  • null

    Intellectual property, privacy, and copyright issues

  • null

    Potential for content overexposure

Benefits

  • null

    Increased reach

  • null

    Expanded audience

  • null

    Cost efficiency

  • null

    Access to targeted segments

  • null

    Improved brand visibility

  • null

    Cross-promotion opportunities

  • null

    Enhanced content distribution

  • null

    Lead generation and conversion

  • null

    Shared resources and expertise

Podcast, video, and webinar syndication

Benefits

Challenges

  • null

    Convenient and on-the-go consumption

  • null

    Broad audience reach and potential for niche targeting

  • null

    Establishing thought leadership and expertise

  • null

    Long-form content and in-depth discussions

  • null

    Repurposing and extending the lifespan of content

  • null

    Increased accessibility for visually impaired audiences

  • null

    Audio quality and technical issues

  • null

    Building and retaining a loyal podcast audience

  • null

    Competition in the saturated podcasting market

  • null

    Monetization challenges without a large listener base

  • null

    Discoverability and visibility among numerous podcasts

  • null

    Consistently producing high-quality and engaging content

Benefits

  • null

    Convenient and on-the-go consumption

  • null

    Broad audience reach and potential for niche targeting

  • null

    Establishing thought leadership and expertize

  • null

    Long-form content and in-depth discussions

  • null

    Repurposing and extending the lifespan of content

  • null

    Increased accessibility for visually impaired audiences

Challenges

  • null

    Audio quality and technical issues

  • null

    Building and retaining a loyal podcast audience

  • null

    Competition in the saturated podcasting market

  • null

    Monetization challenges without a large listener base

  • null

    Discoverability and visibility among numerous podcasts

  • null

    Consistently producing high-quality and engaging content

Benefits

Challenges

  • null

    Increased exposure and reach

  • null

    Enhanced engagement and viewer retention

  • null

    Improved SEO and search engine visibility

  • null

    Brand building and storytelling opportunities

  • null

    Monetization through ad placements and sponsored content

  • null

    Shareability and viral potential

  • null

    Ensuring video compatibility across platforms

  • null

    Copyright and licensing issues

  • null

    Measurement and tracking of video performance

  • null

    Limited accessibility for visually impaired audiences

  • null

    Keeping up with evolving video formats and trends

  • null

    Production costs, time, and technical requirements

Benefits

  • null

    Increased exposure and reach

  • null

    Enhanced engagement and viewer retention

  • null

    Improved SEO and search engine visibility

  • null

    Brand building and storytelling opportunities

  • null

    Monetization through ad placements and sponsored content

  • null

    Shareability and viral potential

Challenges

  • null

    Ensuring video compatibility across platforms

  • null

    Copyright and licensing issues

  • null

    Measurement and tracking of video performance

  • null

    Limited accessibility for visually impaired audiences

  • null

    Keeping up with evolving video formats and trends

  • null

    Production costs, time, and technical requirements

Benefits

Challenges

  • null

    Real-time engagement and interaction with attendees

  • null

    Lead generation and conversion opportunities

  • null

    Showcasing expertise and establishing thought leadership

  • null

    Repurposing as on-demand content for ongoing value

  • null

    Collaboration and partnership opportunities

  • null

    Data collection and insights for audience behavior

  • null

    Technical issues during live sessions

  • null

    Scheduling conflicts and time zone differences

  • null

    Building a targeted audience for webinar attendance

  • null

    Maintaining audience interest throughout the session

  • null

    Competing with other webinars and virtual events

  • null

    Ensuring smooth integration with webinar hosting platforms

Benefits

  • null

    Real-time engagement and interaction with attendees

  • null

    Lead generation and conversion opportunities

  • null

    Showcasing expertize and establishing thought leadership

  • null

    Repurposing as on-demand content for ongoing value

  • null

    Collaboration and partnership opportunities

  • null

    Data collection and insights for audience behavior

Challenges

  • null

    Technical issues during live sessions

  • null

    Scheduling conflicts and time zone differences

  • null

    Building a targeted audience for webinar attendance

  • null

    Maintaining audience interest throughout the session

  • null

    Competing with other webinars and virtual events

  • null

    Ensuring smooth integration with webinar hosting platforms

Does content syndication equal thought leadership?

How to avoid syndicated content from outranking the original

Measure and track KPIs

Metric

Description

How It Affects ROI

Engagement Metrics

Time spent on page

The average time visitors spend on a page

Longer time spent on the page indicates higher interest

Bounce rate

The percentage of visitors who leave after viewing a page

Lower bounce rate indicates better engagement

Social media shares

The number of times your content is shared on social media platforms

More shares increase brand visibility and potential reach

Scroll depth

How far down the page visitors scroll

Deeper scrolling suggests higher engagement with content

Comments

The number of user comments on your content

More comments can indicate an active community and interest

Qualification Metrics

Job title

The job title of your content viewers

Helps target specific decision makers and influencers

Company size

The industry your visitors' companies belong to

Allows for tailoring marketing efforts to specific industry needs

Industry

The size of the company your viewers belong to

Identifies potential for larger or repeat purchases

Location

The geographical location of your visitors

Allows for targeting relevant geographical markets

Conversion Metrics

Link clicks to your company website

The number of times visitors have clicked to your website from your content

Indicates interest and potential for lead conversion

Opt-ins on your landing pages

The number of form fills, sign ups, or subscriptions on landing pages

Shows interest in further engagement with the brand and indicates a more advanced funnel stage

Number of leads from syndicated content

The number of leads generated from syndicated content

Measures content effectiveness in generating leads

Metric

Description

How It Affects ROI

Engagement Metrics

Time spent on page

The average time visitors spend on a page

Longer time spent on the page indicates higher interest

Bounce rate

The percentage of visitors who leave after viewing a page

Lower bounce rate indicates better engagement

Social media shares

The number of times your content is shared on social media platforms

More shares increase brand visibility and potential reach

Scroll depth

How far down the page visitors scroll

Deeper scrolling suggests higher engagement with content

Comments

The number of user comments on your content

More comments can indicate an active community and interest

Qualification Metrics

Job title

The job title of your content viewers

Helps target specific decision makers and influencers

Company size

The industry your visitors' companies belong to

Allows for tailoring marketing efforts to specific industry needs

Industry

The size of the company your viewers belong to

Identifies potential for larger or repeat purchases

Location

The geographical location of your visitors

Allows for targeting relevant geographical markets

Conversion Metrics

Link clicks to your company website

The number of times visitors have clicked to your website from your content

Indicates interest and potential for lead conversion

Opt-ins on your landing pages

The number of form fills, sign ups, or subscriptions on landing pages

Shows interest in further engagement with the brand and indicates a more advanced funnel stage

Number of leads from syndicated content

The number of leads generated from syndicated content

Measures content effectiveness in generating leads

6 steps to syndicate content effectively

Create high-quality content

Content syndication and privacy laws

  • null

    Ask the outlet/publisher about their privacy compliance: A company that respects privacy laws will gladly answer questions and even provide resources on how they use data. If they are avoidant, beware.

  • null

    Prioritize data from leads that opt-in on your website: If you want to guarantee compliance, collect the data yourself from your own sources.

  • null

    Get details on their security measures: If the publisher suffers a security breach and data is stolen your company could be liable, even if it is not your fault. Make sure your partners have tight security measures to avoid personal data theft.

  • null

    Contact a lawyer: Seek legal advice from a lawyer specialising in privacy laws when in doubt.

Key takeaways

Content syndication is a marketing strategy that promotes your brand to a large audience. It usually costs less to promote than other forms of advertising and can be free if co-marketed with partners that share a target audience.
Posting relevant content to third-party publishers can help businesses generate brand awareness, leads, and can even establish a C-suite member as a thought leader.
Many companies have partnerships with publishers to publish a certain amount of content per month, while others hire an outlet with a curated network, often managed by AI.
Social syndication and co-marketing are simpler, more affordable options to contacting a publisher or paying for a curated network. Especially with co-marketing, where companies share the workload and fees with a partner.
Avoid target audience miscalculations, low engagement, and dependence on partners as drawbacks to content syndication.
Privacy laws are rightfully a concern to some marketers, but compliance can be guaranteed by hiring and partnering with trustworthy publishers or brands.

Content Syndication and other INFUSE programs

Our INFUSE demand experts are available to help you not only craft high impact content and implement an effective content syndication strategy, but create demand generation processes that achieve your goals.

CONTACT OUR TEAM AT [email protected] TO DRIVE AN EFFECTIVE DATA-CENTRIC AND PERSONALIZED SYNDICATION APPROACH AT SCALE