January 16, 2023

Article at demandscience.com

Content Syndication Explained: Is It Really Valuable?

As a B2B marketer, relying on a marketing plan that incorporates a variety of tactics may help you raise brand recognition, expand your reach, and generate more sales leads. Content syndication is one of the most important of these strategies. 

In this article, you’re about to discover what content syndication is and how it can contribute to your revenue.

Let’s begin!

What is Content Syndication?

The act of republishing the same piece of information — an article, an infographic, a video, etc. — on one or more distinct websites is known as content syndication. It’s a paid solution that allows you to expand your reach by publishing and distributing your content to trusted third-party publishers. 

Syndicated material is popular among large and small publications alike since it allows them to provide their audience with new information. This approach also benefits the original writers, exposing their brand to a new audience. It's a win-win scenario.

It's vital to remember that, despite their similarities, content syndication and guest posting are not the same things. A guest post is a unique piece of content created for a certain publisher. Syndicated material entails taking the same piece of information and republishing it on various sites with authorization.

From the reader's point of view, it's easy to identify if an item is syndicated rather than a guest post because the original source is generally mentioned on the page. Syndicated content is usually identified by wording something like this:

"This piece was first published in [original publication name + link].”


"This piece was first published in [original publication name + link] and has been published here with permission.”

This is a critical mention to not only give credit to the original author but to avoid concerns regarding duplicating material.

Content Syndication and SEO

As you probably know, Google dislikes duplicate content. It won't immediately punish a website for duplicating content, but it can hurt its SEO results.

Syndicated content isn't the same as duplicate content, which is fantastic news. Even Google thinks it's acceptable to syndicate material as long as you do it wisely and make it clear to search engines and readers that they're looking at a syndicated post. You may accomplish this by incorporating a link back to the original article and, preferably, obtaining a canonical link from the third-party publisher.

Benefits of Content Syndication

Syndication has actual financial benefits in addition to increasing the number of eyeballs on your content.

Here are some of the noteworthy benefits of content syndication:

  • Get referral traffic – Most websites that republish your content notify their viewers where it first appeared—and provide a link to that source. If readers like the syndicated content, they could visit your website to learn more.
  • Get more email subscribers –  After reading your content, your website visitors may get interested in subscribing to your email list. And this is your chance to convert them into loyal customers in the future.
  • Build your brand – A halo effect occurs when consumers see your brand or name on reputable websites on a regular basis. They'll begin to regard you as authoritative as well. Furthermore, customers who see your brand more frequently are more inclined to buy your goods in the future due to the sheer exposure effect.

How to Measure Content Syndication?

There's always some uncertainty around how to conduct syndicated content campaigns and how to properly measure results, as there is with every new advertising channel. In the end, it depends on your objectives and content types. Let’s explain how to measure content syndication campaigns for brand awareness and lead generation objectives.

Measuring Brand Awareness Campaigns

One of the most widespread purposes of content marketing is to build awareness and reach new people. That’s why this type of content is characterized as top-of-funnel content.

In Google Analytics, success metrics for syndicated content campaigns should focus on how new users engage with your website and content.

It's because first-time website visitors are less likely to download materials, sign up for a webinar, or start a free trial unless those activities are highly relevant to the reason they landed on your website. Remember that the goal is to raise brand awareness and exposure, not to take action right away.

The following metrics might help you to determine if your content is appealing to your audience:

  • New users
  • Bounce rate
  • Pages per session
  • Average session duration

Measuring Lead Generation Campaigns

Because content marketing is only effective if it contributes to revenue, mid-funnel content is critical for content distribution.

During a customer's journey, customers may come to a moment where they go from passively using top-of-funnel material to actively looking for a solution to their problems.

Once they've started this research phase, strategically placed mid-funnel content may help you reach your prospective buyer before your competitors, control messages connected with your product, and create trust with them before others.

At this point, content is action-oriented and can give a direct, measurable form of ROI, such as:

  • Free trials
  • Subscribes 
  • Sign-ups

While engagement metrics are useful for assessing the success of brand awareness efforts, knowing how many leads were generated from syndicated content is crucial for evaluating lead generation.

Conclusion: Should You Use Content Syndication?

Now that you understand that content syndication can actually help you reach more of your target audience and eventually increase your revenue, it’s time to act upon this information.

Content syndication allows you to connect with your prospects where they are already looking for information. This is especially beneficial for smaller businesses that want to expand quickly but don't have the same reach as larger companies. Regardless of how big or small your company is, the key to success is aligning your content syndication strategy with your business objectives.

If you need help in developing an efficient B2B marketing campaign for your business that will increase your bottom line, feel free to contact us. Our professional team at DemandScience is eager to assist you.

Social media snippet: As a b2b marketer, relying on a marketing plan that incorporates a variety of tactics may help you raise brand recognition, expand your reach, and generate more sales leads. Content syndication is one of the most important of these strategies.