What are B2B content syndication platforms?
B2B content syndication platforms are essentially middlemen that help you get your content in front of a wider audience. They do this by republishing your content on other websites that are relevant to your target market.
This can be a great way to increase brand awareness, generate leads, and establish yourself as a thought leader in your industry. Here’s where B2B content syndication platforms come in, and their importance can’t be overstated. Here’s why:
- Reaching a Targeted Audience: B2B marketing deals with complex products or services, and your ideal customers are likely spread out across different online spaces. Traditional marketing methods might miss them entirely. Syndication platforms allow you to target specific websites and publications frequented by your ideal audience, ensuring your content reaches the most relevant decision-makers.
- Boosting Lead Generation: Great content attracts potential customers, but syndication takes it a step further. These platforms often have built-in lead capture mechanisms. When someone engages with your syndicated content, they might be prompted to download a white paper or provide their contact information in exchange for more information. This allows you to nurture these leads and convert them into paying customers.
- Maximizing Content ROI: Creating valuable content requires time and resources. Syndication platforms help you stretch the life and value of your content. By placing it on relevant platforms, you get more mileage out of each piece, maximizing your return on investment (ROI).
- Enhanced Brand Awareness and Thought Leadership: Consistent syndication across targeted channels increases brand visibility. People start recognizing your company as a source of valuable information, establishing you as a thought leader in your industry. This reputation can go a long way in building trust and attracting new clients.
- Improved SEO: When your content appears on high-authority websites, it earns backlinks to your own site. Search engines view backlinks as a sign of credibility, potentially boosting your website’s ranking in search results. This organic reach further amplifies the impact of your content marketing efforts.
There are two main types of B2B content syndication platforms:
1. Paid Networks:
These platforms offer a wider reach and more targeted audience for your content, but they come at a cost. You typically pay a fee based on the number of impressions, clicks, or leads generated by your content.
- Native Advertising Networks: These platforms distribute your content as sponsored content that appears to blend seamlessly with the editorial content of the website. Examples include Outbrain and Taboola.
- Content Discovery Platforms: These platforms aggregate content from various sources and present it to users based on their interests. Examples include Quteaker and Flipboard.
2. Free Networks:
These platforms offer a smaller reach but can still be a valuable way to get your content in front of a new audience. There is no upfront cost, but you may need to invest time in building relationships with website publishers.
- Social Media Platforms: Social media platforms like LinkedIn and Twitter are great places to share your B2B content. You can use these platforms to connect with potential customers and promote your content to your followers.
- Industry Blogs and Publications: Many industry blogs and publications are willing to publish high-quality content from guest authors. This is a great way to get your content in front of a targeted audience and establish yourself as an expert in your field.
- Content Sharing Networks: Content sharing networks like Medium allow you to publish your content on their platform. This can be a great way to get your content in front of a new audience and improve your website’s SEO.
In short, B2B content syndication platforms are powerful tools that can help you reach new audiences, generate high-quality leads, and establish your brand as a leader in your field. They can significantly improve the effectiveness of your content marketing strategy and contribute to overall business growth.
15 paid B2B content syndication platforms
Here are 15 well-regarded options with details in a table format:
| Platform Name | Target Audience | Content Formats | Price Range | Popularity | Website |
|---|---|---|---|---|---|
| Outbrain | Broad B2B & B2C | Articles, Blog Posts | CPM (Cost-Per-Mille): \$0.01 – \$5+ | High | https://www.outbrain.com/ |
| Taboola | Broad B2B & B2C | Articles, Blog Posts, Videos | CPM (Cost-Per-Mille): \$0.01 – \$5+ | High | https://www.taboola.com/ |
| ContentFuel | B2B Marketing & Technology | Articles, Blog Posts, White Papers | Varies – Quote-based | Medium | https://contentfuel.co/ |
| ByLine | B2B Tech & Healthcare | Articles, Blog Posts | Varies – Quote-based | Medium | https://byline.com/ |
| Press Feeder | B2B Startups & Tech | Articles, Blog Posts, Press Releases | Varies – Quote-based | Medium | https://www.x-pressfeeders.com/ |
| MediaFeed | B2B Marketing & Agencies | Articles, Blog Posts, Infographics | Varies – Quote-based | Medium | https://www.mediafeed.us/ |
| Business Wire | B2B All Industries | Press Releases | Varies – Quote-based | High | https://www.businesswire.com/ |
| PR Newswire | B2B All Industries | Press Releases | Varies – Quote-based | High | https://www.prnewswire.com/ |
| Cision | B2B All Industries | Press Releases, Earned Media Reports | Varies – Quote-based | High | https://www.cision.com/ |
| MarketWatch | B2B Finance & Investing | Articles, Sponsored Content | Varies – Quote-based | High | https://www.marketwatch.com/ |
| Forbes | B2B Business & Leadership | Articles, Sponsored Content | Varies – Quote-based | High | https://www.forbes.com/ |
| Entrepreneur | B2B Startups & Entrepreneurship | Articles, Sponsored Content | Varies – Quote-based | Medium | https://www.entrepreneur.com/magazine |
| Fast Company | B2B Innovation & Technology | Articles, Sponsored Content | Varies – Quote-based | Medium | https://www.fastcompany.com/ |
| Plista | B2B & B2C | Articles, Blog Posts, Images, Videos | Varies – Contact for Quote | Medium | https://plista.com/ |
| Demandbase One | B2B Focus | Account-Based Marketing (ABM) Content | Varies – Contact for Quote | Low | https://www.demandbase.com/products/ |
Please note:
- Price ranges are estimates based on industry averages and may vary depending on factors like campaign goals and targeting.
- Popularity is a subjective measure based on industry recognition and market share.
- Always research individual platforms and pricing structures before committing.
These platforms offer a variety of targeting options, content formats, and pricing models to suit specific B2B needs. Consider your budget, target audience, and content type when selecting a platform.
20 free B2B content syndication platforms
Here’s a table outlining 20 free B2B content syndication platforms, keeping in mind some platforms might have limitations or require effort to build relationships:
| Platform Name | Target Audience | Content Formats | Price | Popularity | Website |
|---|---|---|---|---|---|
| Broad B2B | Articles, Videos, Presentations | Free | High | https://www.linkedin.com/ | |
| Medium | Broad B2B & B2C | Articles, Long-form Content | Free | High | https://medium.com/ |
| SlideShare | B2B Professionals | Presentations, Infographics | Free | High | https://www.slideshare.net/ |
| Issuu | B2B Creatives & Designers | Magazines, eBooks, Brochures | Free | Medium | https://issuu.com/ |
| Scoop.it | B2B Curated Content | Articles, Blog Posts | Free | Medium | https://www.scoop.it/ |
| GrowthHackers | B2B Marketing & Growth | Articles, Case Studies | Free | Medium | https://growthhackers.com/ |
| Content Marketing Institute | B2B Content Marketers | Articles, White Papers | Free | High | https://contentmarketinginstitute.com/ |
| Social Media Today | B2B Social Media Managers | Articles, News | Free | Medium | https://www.socialmediatoday.com/ |
| Marketing Land | B2B Digital Marketers | Articles, News | Free | High | https://martech.org/ |
| Search Engine Land | B2B Search Engine Optimization (SEO) | Articles, News | Free | High | https://searchengineland.com/ |
| Business2Community | B2B Businesses & Communities | Articles, White Papers | Free | Medium | https://www.business2community.com/ |
| AllBusiness.com | B2B Entrepreneurs & Small Businesses | Articles, How-To Guides | Free | Medium | https://www.allbusiness.com/ |
| Open Forum | B2B Technology & Innovation | Articles, Discussions | Free | Medium | https://www.technologyreview.com/ |
| Industry Dive Networks (e.g., Marketing Dive, HR Dive) | B2B Specific Industry Professionals | Articles, News | Free | Medium | https://www.marketingdive.com/advertise/ |
| MyBlogGuest | B2B Bloggers & Content Creators | Guest Posting Opportunities | Free (Basic), Paid Plans | Medium | https://myblogguest.com/ |
| HARO (Help a Reporter Out) | B2B Experts & Sources | Expert Quotes, Insights | Free | Medium | https://www.connectively.us/ |
| Quora | Broad B2B & B2C | Answers, Industry Discussions | Free | High | https://www.quora.com/ |
| Broad B2B & B2C (Industry-Specific Subreddits) | Articles, Discussions | Free | High | https://www.reddit.com/ | |
| BizSugar | B2B Small Businesses & Entrepreneurs | Articles, Discussions | Free | Medium | https://www.bizsugar.com/ |
Please note:
- While these platforms are free to use, some may have limitations on content length, frequency, or audience reach.
- Popularity is a general indication and may not reflect your specific industry.
- No links are provided as per your request. You can find the platforms by searching their names.
Additional Tips:
- Focus on building relationships with publishers and bloggers in your industry for guest posting opportunities.
- Utilize social media promotion to share your content and drive traffic back to your website.
- Participate in relevant online communities and forums to share your expertise and establish thought leadership.
By strategically using these free platforms and techniques, you can effectively extend the reach of your B2B content and connect with a wider audience.
How to choose a B2B content syndication platform?
Choosing the right B2B content syndication platform or vendor is crucial to the success of your content marketing efforts. Here’s a breakdown of the key factors you should consider:
Target Audience Reach:
- Breadth vs. Niche: Some platforms offer a broad reach across various industries, while others specialize in specific niches or industries, aligning better with your target audience.
- Publisher Network Quality: Consider the reputation and relevance of the websites and publications included in the platform’s network. High-quality publishers enhance your brand image and reach the right audience.
- Targeting Options: Evaluate the level of granularity offered for targeting audiences based on demographics, interests, and online behavior. More precise targeting ensures your content reaches the most relevant individuals.
Content Fit:
- Supported Content Types: Platforms may have limitations on the types of content they support (e.g., only blog posts or articles, excluding videos or infographics). Ensure the platform aligns with your content formats.
- Industry Expertise: Look for platforms adept at handling content specific to your industry. Specialized vendors may offer better content curation and understand nuances within your niche.
- Content Quality Standards: Platforms may have varying content quality standards. Choose one with a reputable network aligned with your content quality and brand image.
Pricing and Features:
- Pricing Models: Platforms offer different pricing models (cost-per-lead, cost-per-click, subscription fees). Evaluate which model aligns with your budget and campaign goals.
- Additional Features: Some platforms offer features like A/B testing, lead capture forms, and advanced reporting tools. These can enhance your campaign performance and gain valuable insights.
- Integration Capabilities: Evaluate whether the platform integrates with your existing marketing automation tools, CRM system, and analytics tools for seamless data flow and reporting.
Ease of Use and Support:
- User Interface: Consider the platform’s user interface and ease of use. Some platforms offer intuitive interfaces, while others may require more technical expertise.
- Support and Training: Assess the level of support offered by the platform or vendor, including training resources, troubleshooting assistance, and account management.
Additional Differentiators:
- Brand Safety: Platforms may have varying levels of brand safety controls, ensuring your content doesn’t appear alongside questionable content.
- Transparency and Reporting: Evaluate the platform’s transparency in pricing, reporting capabilities, and data access. Clear and robust reporting helps you track performance and adjust your strategy.
Choosing the right platform requires careful consideration of these factors, aligning them with your specific business needs, target audience, content types, budget, and desired level of control and support.
How do B2B content syndication platforms generate leads?
B2B content syndication platforms generate leads through several strategies that reach your target audience and capture their information:
1. Organic Lead Capture Forms:
- Platforms may embed lead capture forms within your content itself, allowing readers to submit their contact information in exchange for valuable resources like white papers, reports, or exclusive insights.
- This method requires users to engage actively with your content and show their interest by providing their details.
2. Landing Page Integration:
- Platforms can integrate with your landing pages, where users who click on your content are directed to a dedicated page designed to capture leads.
- Landing pages typically offer a clear call to action, prompting users to download a resource, subscribe to your newsletter, or request a demo in exchange for their information.
3. Paid Lead Generation Options:
- Platforms generally offer paid lead generation services through features like:
- Cost-per-lead (CPL) model: You pay a set fee for each verified lead generated through your content on the platform’s network.
- Gated content options: Platforms may allow you to lock premium content behind a form, requiring users to submit their information to access it, generating leads directly.
4. Content Engagement Tracking:
- Even if direct lead capture is not immediate, platforms track user engagement with your content.
- This data can include things like time spent reading, click behavior, and downloads.
- Based on this engagement data, you can identify high-quality leads who are interested in your content and follow up with them through direct outreach or marketing automation campaigns, potentially converting them into leads.
5. Retargeting and Remarketing:
- Some platforms offer retargeting and remarketing capabilities. This allows you to display targeted ads to users who have already interacted with your content on the platform’s network or your website.
- These ads can remind them about your offerings and encourage them to take the next step, like signing up for a free trial or contacting your sales team, ultimately converting them into leads.
Overall, B2B content syndication platforms provide various tools and strategies to attract, engage, and capture leads from your target audience through your valuable content. Remember, the effectiveness of lead generation depends on various factors like the quality and relevance of your content, proper targeting, and your follow-up strategies after users interact with your content.
How are B2B content syndication platforms and vendors different?
While they both play a role in B2B content syndication, the key difference between a B2B content syndication platform and a B2B content syndication vendor lies in their function and ownership:
B2B Content Syndication Platform:
- Function: It’s the software or technology that allows you to manage and automate the content syndication process.
- Ownership: You typically own and manage the platform, uploading your content, selecting distribution channels, and analyzing performance metrics.
- Examples: Outbrain, Taboola, Medium
B2B Content Syndication Vendor:
- Function: It’s the company or organization that provides the content syndication service. They offer access to a network of publishers and websites where your content can be placed.
- Ownership: The vendor owns and manages the network of channels, and you typically pay them a fee for their services.
- Examples: ViB Tech, ContentMX, iTMunch
Here’s an analogy:
- Imagine a B2B content syndication platform as a car. It provides the engine, steering wheel, and other components you need to drive (distribute your content).
- Think of a B2B content syndication vendor as a taxi company. They own a fleet of cars (network of channels) and offer to drive you (distribute your content) to your destination (target audience) for a fee.
Choosing between the two depends on your needs and resources:
- Platforms offer greater control and flexibility but require more time and effort to manage.
- Vendors offer convenience and expertise but may have less customization and can be more expensive.
It’s also important to note that some companies, like Outbrain and Taboola, can function as both platforms and vendors. They offer their platform for self-service distribution and also provide managed services where they handle the entire process.
Tim is a B2B enterprise marketing expert with nearly 10 years of specialising in lead generation content marketing for B2B enterprise products and services in Southeast Asia and the US.