It’s already common knowledge how important a regular flow of relevant content should be to your B2B marketing strategy. It’s one of the few resources you have absolute control over and that you can leverage to effectively move prospects through the buying journey, increasing your odds for top-of-funnel leads and, ultimately, sales.
However, content marketing isn’t necessarily about creating as much content as possible.
For example, just because you pump out a ton of blog posts doesn’t mean people will visit your site every time you publish something. No matter how well-crafted, you can’t rely on your target audience to read your material just because it’s on your website. In other words, just because you build it, it does not mean they will come. Your website’s authority, visibility, and even its own internal architecture all play a huge role in your ability to draw traffic via organic search, as do a host of other factors both within and beyond your control.
This is where content syndication can help. This process refers to posting your content on authoritative third-party sites in order to reach a broader audience. Syndicated content can increase your website’s visibility, improve brand awareness, and build backlinks/inbound links which, in turn, can help drive more traffic to your site.
It’s also important to understand what we mean by content syndication. For instance, writing brand new, unique blog posts for a third-party website—typically called “guest posting”—can be a helpful tool in your content marketing toolkit. But it’s time-consuming, costly, and not always sustainable. And it’s not content syndication.
With true content syndication—which, in addition to blog posts and longer articles, can and should include different content formats, such as infographics, videos, audio, and slide presentations—you publish your existing content on third-party websites, getting it in front of a different audience who it otherwise would never have reached.
To help get you started, here are some platforms that might not immediately come to mind when thinking about leveraging existing material as part of your B2B content marketing efforts:
1. Pinterest (for Infographics)
Pinterest is a social media network that allows users to curate images they love by pinning them into their collections.
Infographics are an example of something you can share on Pinterest—linking them back to the blog posts they originally featured within.
Whenever users click on the image, they will be redirected to your website, thus helping you drive more traffic to your website.
To help you maximize your Pinterest content syndication efforts, join groups related to your industry and post your infographics within them. This enables you to share your content with your target audience, who might then share it with their friends and colleagues.
If you’re not yet creating infographics, you can quickly turn your blog posts into them using an online tool such as Canva. A free account should give you access to hundreds of templates to choose from. Even without design experience, you can create professional-looking infographics using Canva’s drag-and-drop builder.
2. YouTube (for Videos)
YouTube has a ubiquitous online presence. Aside from attracting millions of visitors looking for their video content fix, YouTube content constantly shows up on Google searches and social media feeds.
For this reason, you it’s worthleveraging YouTube’s reach to help promote your business to your target audience.
However, there’s a barrier to entry when using YouTube as a content syndication platform—the creation of the videos themselves, and putting together the necessary team in order to do so
For those just starting out, tools like InVideo can be used to transform your blog posts into short videos. Simply plug in the URL of your post and the tool will convert it into a short video that you can upload on your channel and share online.
If you run webinars and online presentations, don’t forget to upload them to your YouTube channel to showcase your expertise to a wider audience.
3. Stitcher (for Audio)
Stitcher is the platform where people can find the best and latest podcasts to listen to.
Since you want to feature your business on prominent networks to increase visibility, you should syndicate your podcast channel on this site.
If you don’t have a podcast yet, you must create one first. Like video, you must set up your equipment to ensure that you produce podcast episodes of the highest quality.
Luckily, there are ways to build your channel without having to create brand-new episodes from scratch each time.
If you have existing videos, they may be suitable for conversion into podcast episodes. Simply strip off the video and retain the audio before uploading them to your channel. Remember that only certain video formats will work well for this—consider interviews and thought leadership pieces as opposed to product explainer videos, for example.
You can also convert your blog posts into audio files using Anchor.
Once you’ve created your channel, you should see an RSS feed that you can share with sites like Stitcher.
Stitcher is just one of the many content discovery and marketing platforms where you can syndicate your podcast. Other sites like Google Podcasts and Apple Podcasts also allow you to share RSS feeds of your channel.
Normally, your podcast hosting platform syndicates your episodes on your behalf to make things more convenient for you. But it’s better to submit it manually to these sites just to be sure.
4. SlideShare (for Presentations)
If you’ve got existing presentations about your business, you should definitely be uploading them to SlideShare.
If you haven’t created presentations before, you can create them by repurposing existing content using Canva’s free presentation slide templates.
You can also upload infographics on SlideShare to maximize views of your visual content.
Before publishing, use the description section to provide people with more information about your presentation. You can also link back to relevant pages on your website, helping to drive traffic to your site.
5. Quora (for Blog Posts)
Quora is the most popular Q&A site on the planet. For each question that’s popped into your head, Quora likely has tons of answers provided by thousands of its users.
As the premier place to find answers, your target audience may be asking questions related to your business or industry on Quora.
As an expert in your field, you can use Quora to provide value to users and promote your website at the same time.
You can do this by using existing blog posts to answer questions you see asked on the site.
But you can’t just simply copy and paste your blog post as your answer. Instead, write a short summary before linking to the original post.
This way, your post answers the question enough to encourage users with similar queries to click the link to your post.
Do this on as many relevant Quora questions as you can find to get more eyeballs to your content.
Syndicate All Your Content Across Multiple Platforms
Now that you know the different content syndication networks, it’s time to get cracking with your content!
For example, you can convert existing blog posts into video, audio, and visual formats. Likewise, you can turn your videos collecting dust into podcasts or answers to questions on Quora.
By converting your existing content into multiple formats, you increase the chances of your audience finding you on Google and other channels.
Even better, identify the buyer intent signals from various sources so you can determine which pages to syndicate on which networks. You can manually perform the research, or you can use a tool that syndicates the content for you using predictive intent.
The possibilities are endless if you use the content syndication networks and platforms above to build your marketing strategy. Need help developing your content syndication strategy to help boost your sales? Reach out to us here and we’ll be more than happy to assist you.