What are content syndication vendors?
Content syndication vendors companies that help you get your content in front of a larger audience by distributing it across various websites and platforms. Think of them as middlemen who connect your content with a wider net of readers.
Here’s a breakdown of what they do:
- Broader reach: They have established networks of websites that reach a wider audience than you could target yourself.
- Targeted distribution: Some vendors allow you to filter where your content goes, ensuring it reaches people interested in your niche.
- Efficiency: They automate the distribution process, saving you time and effort.
There are two main types of content syndication vendors:
- Content discovery networks: These platforms distribute your content to a general audience across a variety of websites. They typically use native advertising formats to place your content alongside articles that users are already reading. Examples include Taboola and Outbrain.
[Image of Taboola content syndication]
[Image of Outbrain content syndication] - Targeted syndication vendors: These vendors focus on getting your content in front of industry-specific audiences or high-potential leads. They may have their own networks of websites, or they may partner with other publishers to reach your target audience. Some targeted syndication vendors also offer additional services, such as content creation and lead generation.
Here’s a table that summarizes the key differences between content discovery networks and targeted syndication vendors:
| Feature | Content discovery networks | Targeted syndication vendors |
|---|---|---|
| Target audience | General audience | Industry-specific audience or high-potential leads |
| Distribution channels | Variety of websites | Niche websites, industry publications, social media groups |
| Pricing model | CPM (cost per mille) or CPC (cost per click) | Varies depending on the vendor and the services offered |
| Additional services | None | May offer content creation, lead generation, and other marketing services |
Choosing a content syndication vendor depends on your goals and target audience. Consider what you want to achieve with your content marketing strategy before selecting a vendor.
11 best content syndication vendors
Here’s a breakdown of 11 content syndication vendors.
| Vendor | B2B Industry Expertise | Services | Price Range | Popularity | Website |
|---|---|---|---|---|---|
| DemandScience | Technology, Manufacturing, Healthcare | Account-based marketing, content syndication, omnichannel marketing | Custom Pricing (Enterprise) | High | https://demandscience.com/ |
| UnboundB2B | Marketing & Advertising, Technology, Healthcare | Content strategy, content creation, content syndication, social media promotion | Varies by project | Medium | https://www.unboundb2b.com/ |
| ITMunch | Technology, Manufacturing, Professional Services | Content marketing strategy, content creation, content syndication, influencer marketing | Varies by project | Medium | https://itmunch.com/ |
| Datamatics | Technology, Finance, Healthcare | Digital marketing solutions including content syndication | Custom Pricing | Medium | https://www.datamatics.com/digital-experiences |
| TopRank Marketing | Marketing & Advertising, Technology, Healthcare | Content marketing strategy, content creation, content syndication, SEO | Varies by project | High | https://www.toprankmarketing.com/ |
| Walker Sands | Technology, Healthcare, Consumer Goods | B2B marketing solutions including content syndication | Custom Pricing | High | https://www.walkersands.com/contact/ |
| Fractl | Technology, Finance, Manufacturing | Data-driven content marketing, content creation, content syndication, social media promotion | Varies by project | Medium | https://www.frac.tl/ |
| Vocus PR | All B2B Industries | Public relations, content marketing, content syndication, influencer marketing | Custom Pricing | High | https://us.vocuspr.com/ |
| Verblio | All B2B Industries | Content creation, content syndication | Varies by project | Medium | https://www.verblio.com/ |
| MarketMuse | All B2B Industries | Content marketing platform, content strategy, content creation, content optimization | Custom Pricing | Medium | https://www.marketmuse.com/ |
| ClearVoice | All B2B Industries | Content creation marketplace, content strategy | Varies by project | Medium | https://www.clearvoice.com/ |
How to choose a content syndication vendor?
Here are some key factors to consider when evaluating a content syndication vendor:
Understanding Your Needs:
- Your Goals: What do you want to achieve? Brand awareness, lead generation, website traffic? Define your goals first.
- Target Audience: Who are you trying to reach? Understanding their demographics and interests helps pick vendors reaching similar profiles.
Vendor Expertise:
- Industry Experience: Look for vendors with a proven track record in your industry.
- Client Success Stories: Do their past clients align with your goals? Check case studies and testimonials.
Content Distribution Network:
- Network Quality: Are they distributing your content to relevant, high-authority sites frequented by your target audience?
- Relevance and Reputation: Not all syndication platforms hold the same weight. Assess the overall quality of their network.
Targeting and Data Capabilities:
- Data Accuracy: High-quality data is key. Does the vendor offer audience targeting with intent data to reach the right people?
Content Syndication Process:
- Content Placement and Attribution: How do they ensure proper placement and credit for your content?
- Content Optimization: Do they offer suggestions to optimize your content for better performance on their network?
Measurement and Reporting:
- Performance Tracking: How will they track the reach, engagement, and lead generation of your syndicated content?
- Reporting Transparency: Do they provide detailed reports with insights to understand campaign effectiveness?
Communication and Support:
- Responsiveness: Choose a vendor who is easy to reach and offers ongoing support throughout the campaign.
- Transparency: Clear communication is crucial. Ensure the vendor keeps you informed and addresses your inquiries promptly.
B2B vs B2C content syndication vendors?
The core difference between B2B and B2C content syndication vendors lies in their target audience and the content formats they prioritize. Here’s a breakdown:
B2B Content Syndication Vendors:
- Target Audience: Focus on professionals and decision-makers within other businesses (B2B).
- Content Formats: Cater to a more complex buying journey, often featuring in-depth content like:
- White papers: Extensive reports offering industry insights or solutions.
- Case studies: Demonstrate the vendor’s expertise by showcasing successful client projects.
- Ebooks: Educational guides packed with valuable information on relevant topics.
- Webinars: Live or pre-recorded sessions discussing industry trends or product features.
- Examples:
- Industry Dive (https://www.industrydive.com/) – Reaches B2B audiences in specific industries (e.g., tech, marketing, healthcare) through articles, white papers, and webinars.
- ContentMX (https://www.contentmx.com/) – Targets B2B marketing and sales teams with content like articles, ebooks, and case studies.
- Business News Publishing (https://www.bnpmedia.com/) – Specializes in B2B content distribution across various industries, offering services for articles and press releases.
B2C Content Syndication Vendors:
- Target Audience: Focuses on individual consumers (B2C).
- Content Formats: Prioritize engaging and easily digestible formats like:
- Blog posts: Informative and entertaining articles on relevant topics.
- Infographics: Visually appealing representations of data and statistics.
- Videos: Short, engaging videos that capture attention and promote products/services.
- Social media content: Eye-catching posts and stories optimized for specific platforms.
- Examples:
- Taboola (https://www.taboola.com/) & Outbrain (https://www.outbrain.com/) – Large content discovery networks that distribute articles, infographics, and videos to a general audience across various websites.
- Revcontent (https://www.revcontent.com/) – Another content discovery network known for distributing articles and blog posts.
Choosing the Right Vendor:
- Analyze your target audience and content type to identify the most suitable vendor.
- B2B vendors cater to a more complex decision-making process, while B2C vendors focus on grabbing attention and driving quick conversions.
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.