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.