What is B2B Content Syndication?
B2B Content Syndication is a practice in which web-based Content is reposted and shared by an external website in B2B domain. Content Syndication is not just restricted to blogs and articles; it incorporates any and all kinds of digital content ranging from text, images, presentations, infographics to videos. Content Syndication significantly contributes to SEO for both parties involved.
Content Syndication can help tackle the basic pain points that businesses face with Content. The primary issue being audience outreach. Content Syndication helps both parties attain their goals; it helps the external website by providing access to crisp and quality content while as it helps the contents parent website with publicity, backlinks, and organic traffic to their website.
Who should try Content Syndication?
Content Syndication is way complicated than what is visible on the surface. Content Syndication works better for some businesses as compared to others. If your aim is to boost your website's traffic and gain followers on social media, Content Syndication might not be the best tool to use. But, if you desire to put your idea or concept in front of a broader audience, which is in sync with your target audience, Content Syndication is the right foot forward.
How does it help B2B service providers?
In a shorter and crispier manner, B2B service providers gain business exposure and brand value from Content Syndication. In a detailed way, it helps you nurture quality leads. Content on your website might reach an 'N' number of people, but reposting it to the right website can help you attain 100's of unique readers.
If Syndicated using the right tools and platform, Content Syndication can perform as a gold mine for your business. B2B service providers benefit significantly from strong backlinks, and a good SEO score and Content Syndication exactly caters to it.
Difference between B2C and B2B Content Syndication?
The most basic and primary difference is the writing style. B2C has a more casual approach as it tries to create a relatability bond with the customers and operates on a more personal tone than the B2B market. The primary goal of B2B Syndication is to generate brand awareness, followed by lead generation and engagement. While as with B2C, customer retention is the primary goal, followed by Engagement and Brand Awareness. The B2B organizations believe in reaching out to hot brands and services; on the other hand, B2C looks forward to luring more individual customers into the conversation.
Have brands ever attained tremendous success by implementing a Content Syndication strategy?
One of the best examples of successful implementation of Content Syndication is Inc.com. Inc.com, right since its inception, has been active in searching for unique ways to promote their brand and Content; their marketing team focuses on maximizing the outreach and bolstering client response. They have utilized multiple channels and tools for Content Syndication; in the recent past, they have worked with Medium.com, Search Engine Journal, etc. The results they have received from such campaigns have been nothing short of spectacular.
Difference between free Content Syndication and Paid Content Syndication
One of the most fundamental differences between free Content Syndication and paid Content Syndication is its monetary value. Apart from this, while engaging in free Content Syndication, the only thing you lose is time; the process can be tedious as it demands constant updation and upkeep from stakeholders. If you comprehend your target audience and demographics, it can be elementary to deliver your Content. The results obtained from this process can be gratifying if you are ready to put in the extra effort.
On the other hand, paid Content Syndication can offer you complete control over your project; you can also check categorized detailed reports of your campaign when enrolled for paid Content Syndication. The vital element to keep track of is the money spent on the campaign with the campaign's traction; this automatically helps track the financial investment and assists when a strategy is to be drafted.
You should carefully customize your Content Syndication strategy according to your business needs; there might be a factor that would suit your needs a notch better as compared to the others. Sometimes all your business might need is a free Content Syndication plan, and you end up building unnecessary financial liability by running advertisements.
How to avoid SEO penalties while syndicating your Content?
Content duplication is an issue Google is trying to tackle for nearly 15 years now. When similar Content appears on multiple websites, Google flags reiterations as duplicate Content and penalizes them on the ranking index. However, Google realizes Content Syndication is a process utilized by many to put light on their Content and grab more eyeballs instead of hacking the growth algorithm to get ranked.
Google always keeps updating and adapting to newer methodologies to support their search engine optimization. One of such methods was Google Content identifier; in this, Google AI analyzes and depending on various authoritative factors, Google only ranks the page which it deems to be original whilst barring syndicated posts from ranking.
While Google has its own algorithm working to help you keep your original Content ranked, there might be many factors which force syndicated Content to rank first or above your original Content. To avoid such circumstance from occurring, you can follow the below mentioned tags and tricks: -
1. Use Noindex tag: -
Be sure to incorporate the 'Noindex' tag in your page script to avoid search engine crawlers from ranking your Content from a third-party website instead of the original source website.
2. Utilize ‘rel=canonical’ tag
Using canonical tag is an efficient solution to counter duplication of Content; adding this tag to the page where Content is syndicated not only attributes your site as the original source, but it also helps transfer all the SEO brownie points to the primary source and helps boost domain authority.
3. Add Exceptions
You can use Google URL exceptions to notify Google not to flag any content as duplicate if the attribution is missing. You can add multiple URLs in exception, so google understands which content source is the original while one is syndicated. Exceptions can be used on product pages, discussion forums, and all informative printer-friendly versions of web pages.
4. Website Internationalization
You can use the internationalization method to create pages with similar information on multiple domains for various languages. So the site map would assist with unique domain languages instead of holding up a website with numerous webpages in different local languages.
What Content is generally pushed around for Content Syndication?
As previously mentioned in this blog, the operational range of Content Syndication is immense. However, organizations prefer Content Syndication for particular elements over others, such as: -
a. Whitepaper Content Syndication
Content Syndication can perform wonders for your B2B organization if they are executed correctly. According to a market survey, major B2B companies rely on Content Syndication for maximized lead generation sources. A whitepaper is nothing but an informative essay highlighting the specialty of a particular product or service and addresses how to help relive market pain points. Syndicating whitepapers enables it to reach out to a broader audience and, in return, gets in the assurance of leads.
b. Video Content Syndication
In 2020, no one can deny the fact that video matters to make a strong and robust impact. A study conducted by cisco showcases that by the year 2021, more than 80% of internet traffic will be up to consume video. Science has helped us realize how different and impactful a video message can be compared to an audio message or a print module. While advertisements can be the easiest way to put forth your video content, it can be very expensive. Instead, collaborative video sharing on multiple platforms and search engine discovery could be cost-efficient and effective.
c. Web Syndication
Web Syndication is a very unique concept. It works as a content multiplex; you can get multiple genres of Content under one roof. The syndicated site helps Content from the parent site gain viewers from numerous domains. The site is not restrictive, and the new traffic generation here is a very cheap or free form of advertisement. Content Syndication on such websites is very beneficial from a content standpoint as it provides an efficient strategy for link building.
d. News Content Syndication
News Content Syndication gained its breakthrough recognition in 2015 when Accelerated Mobile Pages were introduced by google. These pages focused on providing comforting experiences to mobile web page readers. The revolutionary AMP technology is attributed to Google News; this powerful tool with an infinite possibility of outreach soon peaked to emerge as a futuristic new syndication platform.
e. Email Syndication
Email Syndication, in general, is a vehicle to deliver all your product throughout the neighborhood. Email can help provide personalized content to your consumers and help them receive broadcasts, feeds, and hook them to a link instead of directly bombarding them with consumable Content.
How to generate leads using the B2B Content Syndication module?
An essential element for lead generation is public outreach; Content Syndication is best suited to make sure your Content reached your target audience and more. For leads to be optimized efficiently with the help of Content Syndication, you need to follow a framework: -
1. Structure a Content Syndication Strategy that best suits your business needs.
2. Structure and analyze if your business is well suited for free Content Syndication or Premium Content Syndication tools.
3. Shortlist and finalize your publishing platform wisely.
4. Study which time suits your Content the best.
5. Implement tags and tools which help with domain authority and SEO
6. Transform engagement into leads by nurturing them.
Few of the preferred Content Syndication platforms: -
In the most real sense, it is a platform that provides a platform for independent creators and businesses alike to push their Content through to a wide array of an audience who takes a particular interest in a variety of content genre ranging from business deals to politics.
SpaceTech Media, in less than a year, has managed to attain a meteoric rise, the subscriber counts of this website keep on multiplying every day, and the reader base of this website is very business and tech space centric. The majority of users and intent-based subscribers have downloaded various whitepapers for consumption.
Quora is a 'know-how' website that helps in various matters from rocket science to spiritual enlightenment. Users can collaborate to ask questions, search for creative solutions, and suggesting edits. This website caters to over 590 million users a month. It is available in multiple languages and is valued at over $2 billion.
If you believe B2B Content Syndication process in any way can contribute towards the betterment of your business, or if you would like to know more about the process before you make a decision over it, feel free to contact us. Our Content Syndication expert will get in touch with you shortly.