During a recent webinar I received an excellent question which really deserves more attention: “Why is content syndication imperative for a B2B marketer?“ The simple answer is that syndication is just another tactic in a modern content distribution system. The greater your content distribution network, the greater opportunity your content has to create more sales leads.

Our friends at Curata have found that on average 10% of leads generated by B2B content marketing have come from syndicated content. As content syndication is a growing trend, I wanted to share the response I gave this content marketer.

What is syndicated B2B content marketing?

The most basic syndicated B2B content marketing uses “Really Simple Syndication” or RSS to distribute content. RSS feeds, for example, can enable content from one source (like your blog, social feeds, or webinar platform) to be published into your partner’s destinations. Initially publishers and news organizations used RSS as an easy way of distributing news headlines and additional content quickly and efficiently. The result is scalable distribution to a variety of audiences which is easily replicated by content marketers. For B2B marketers, wider distribution equals more opportunities for reaching new audiences without a price tag. Within marketing, RSS for social media is the most often utilized feed type, however syndication options for other content types, specifically webinars and videos are becoming increasingly valuable.

What are the benefits of content syndication for B2B marketing?

Content syndication is an easy win for content distributors for the following reasons:

1. Distribution is automated
2. Content remains unaltered
3. Syndication results are measurable

Corporate publishing spaces, such as the corporate Twitter handle, are not the ideal use of others’ RSS feeds. Ideally, the only information coming from the corporate Twitter handle is information that has been reviewed and approved by the corporation. However, publishing spaces that belong to individuals are the best RSS feed use cases because professionals are more likely to pay attention to what other professionals in their network are sharing than what brands are sharing.

How can I encourage people to syndicate content?

Although some people may be hesitant to syndicate your content, you can increase your results by giving incentives and addressing potential concerns. Consistently deliver quality content to build trust in your content being worthwhile. Set expectations for the frequency of your content by publishing content at a consistent pace. By setting clear expectations for what is being shared through your RSS feed and staying consistent with those expectations, you are setting yourself up for RSS syndication success. Keep in mind, the people who are most likely to syndicate your content are people who have consumed multiple assets. Invite people you already know to syndicate content such as customers, partners or industry influencers.  Here are some ideas for earning content syndication organically:

1. Make the RSS feed easily available
2. Reward or acknowledge RSS users
3. Offer to reciprocate by implementing their RSS feed

Why should I syndicate someone else’s content?

We are syndicating other people’s content into our social publishing feeds all the time. An example of this would be when we retweet content on Twitter. Using an RSS feed is simply a way of automating this experience over a period of time.  Here are the top 3 reasons I personally would syndicate a vendor’s content:

1. My social network would find it entertaining or useful
2. Less of my time is dedicated to managing my publishing channels, i.e. Twitter or LinkedIn
3. It creates a stronger relationship with an interesting vendor