The Power of Content Syndication in B2B

content syndication b2b

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In the fast-paced world of B2B marketing, staying ahead of the competition requires innovative strategies that can effectively reach and engage the target audience. One such strategy that has gained significant traction in recent years is content syndication in B2B. This powerful approach allows B2B marketers to amplify their content reach, generate quality leads, and establish thought leadership in their industry. 

In this blog post, we will delve into the concept of content syndication in B2B, its benefits, best practices, and best B2B content syndication vendors.

Understanding Content Syndication in B2B

In the realm of B2B marketing, **content syndication** has emerged as a powerful strategy for reaching a target audience, generating leads, and enhancing brand visibility. This marketing approach involves repurposing content by publishing it across various platforms and websites, often leveraging third-party networks to capture user intent data and increase content ROI. The benefits of content syndication include maximizing the investment in content marketing and establishing the brand as an authoritative voice in the industry.

The Core Principles of B2B Content Syndication 

B2B content syndication serves as a core lead-generation tactic in the industry. The process typically involves the creation of high-quality, valuable content that addresses the pain points or challenges faced by potential customers. 

This content is then distributed across syndication networks, industry publications, or other platforms with substantial audiences within the target market. By partnering with reputable syndication networks, B2B companies can feature their content on these platforms, thereby driving brand visibility and maximizing their investment in content marketing.

Explore The Process of B2B Content Syndication

The process of content syndication B2B involves pushing content out into third-party sites to promote it, whether as a full article, snippet, link, or thumbnail. This approach allows businesses to leverage their assets on different platforms as lead magnets, thereby driving lead generation and enhancing brand visibility.

 The need for content syndication is underscored by the importance of high-quality, relevant content in driving success and ranking in the B2B space.

Lead Generation Unleashed: Navigating B2B Content Syndication Vendors

B2B content syndication vendors play a crucial role in helping businesses distribute and promote their content across various channels to reach specific audiences. These vendors specialize in disseminating content created by businesses or individuals to a wider audience, leveraging their networks of publishers, industry-specific websites, social media platforms, and email lists to effectively promote and distribute content. Here are some notable B2B content syndication platforms: 

1. ViB Syndication

ViB Syndication is a prominent B2B content syndication platform that focuses on republishing content across high-converting sites to improve brand visibility and generate more qualified leads. The platform aims to put content into the hands of decision-makers, maximizing the reach of marketing content and establishing brands as authoritative voices in their industries.

2. Outbrain

Outbrain is a popular discovery and marketing platform that recommends content to top media outlets like CNN, Time, and ESPN, driving increased traffic to websites. With a vast audience of over 550 million online users and recommendations of about 344 billion pieces of content every month, Outbrain offers extensive exposure for content.

3. PureSyndication

PureSyndication is a multi-channel content syndication vendor that ensures content reaches the right people on the right channels at the right time, delivering opt-in leads ready for nurture programs. The platform focuses on strategic republishing of content to expose it to a larger audience, aiming to educate, engage, and qualify new leads.

4. Taboola

Taboola is another platform that can be used for B2B content syndication, offering services to distribute and promote content across various channels to reach specific audiences. It collaborates with publishers and taps into their networks to share B2B content on relevant platforms like industry-specific websites, blogs, newsletters, and social media channels.

5. Zemanta

Zemanta is known for offering B2B content syndication services, helping businesses distribute and republish a wide range of content, including infographics, articles, webinars, white papers, ebooks, and case studies, among others. By distributing content on other websites, Zemanta enables businesses to reach new audiences. 

These B2B content syndication services, among others, provide valuable services for businesses looking to expand their content reach, generate leads, and drive website traffic through strategic content syndication.

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Decoding B2B Content Syndication: Your Burning FAQs Addressed

What is an example of content syndication?

An example of content syndication is when a news website republishes an article from a blog, introducing it to a new audience and increasing its reach for lead generation. In the B2B space, paid content syndication options can be utilized to promote content to the ideal audience, increasing the ROI of the content and turning it into fuel for lead generation.

Content syndication networks, such as Outbrain, Taboola, ARC XP, and PureSyndication, can help distribute content to various news and blog sites within their respective networks, supporting specific business objectives.

Does content marketing work for B2B?

Content marketing has proven to be highly effective for B2B companies. According to research, 30% of marketers consider content to have the highest ROI of any channel, and 91% of B2B marketers use content to spread the word about their company. B2B content marketing is the practice of producing and distributing content to increase brand awareness, traffic, leads, and sales for business-to-business companies. 

Common forms of content marketing in B2B include blogging, podcasting, email newsletters, and infographics. The effectiveness of B2B content marketing is further supported by the fact that 86% of marketers report successfully creating more brand awareness with content marketing. Additionally, 62% of the most successful companies have a documented content marketing strategy compared to just 11% of the least successful brands, indicating the significant impact of content marketing on B2B success.

What is content creation for B2B business? 

Content creation for B2B businesses involves developing a documented content strategy, accurately targeting the audience, and producing content that addresses the specific needs of businesses. It aims to build lasting customer relationships, generate quality leads, and differentiate from B2C content marketing strategies.


Kloot, L. (2023a) How to boost B2B marketing efforts with content syndication, Outbrain. Available at: (Accessed: 03 April 2024). 

ViB. “B2B Content Syndication Platforms.” LinkedIn, 12 Sept. 2023, 

Martin, Sean Thomas. “Step by Step Process for B2B Content Syndication.” LinkedIn, 14 Mar.2018, Accessed 03 Apr. 2024). 

“B2B Content Marketing: The Ultimate Guide.” Backlinko, 8 Nov. 2023,

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