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The B2B Content Syndication Report

Content Syndication

The modern B2B marketer rightly recognizes the power of quality content to educate, inform, and ultimately engage with their target customers as a key part of their lead generation strategy. However good it might be, the impact of content will be severely limited if it’s only available within the narrow confines of an organization’s own digital walls, which is something that many are slow to grasp. When content only “lives” on a company’s website, without a strategy in place to drive traffic to that content and/or leverage it in ways that expand its reach, chances are good that no one is going to stumble across that content. That’s where integrating an effective content syndication into your content strategy can really make an impact for B2B marketers.

Why Content Syndication?

Why content syndication? That’s a no-brainer. More syndication means a wider audience, more eyeballs, more impact, more brand awareness, more opportunities to connect with a target audience. Working with distribution partners, industry influencers, and authoritative digital publishers can help to push content, be it a whitepaper, article, or infographic, far and wide to new audiences is good. Good for your customers and prospects and good for your business.

According to a new report from SalesBox almost two-thirds of B2B marketers are getting that message, saying that they already use content syndication as a core lead generation tactic.

While just over a quarter (28 percent) say they understand the concept and are beginning to reap the rewards, more than double that number of respondents (60 percent) said that they are still at the pre-launch, or just curious, stage of planning for syndication. There is clearly a lot of room for development around content syndication in the B2B space.

2017 State of B2B Content Syndication Report

Image source 2017 State of B2B Content Syndication Report

The SalesBox study polled more than 700 Demand Gen marketers to ask some key questions designed to give B2B markets the insights that will help their content syndication programs take off. What are the challenges of syndication? How do budgets compare? What types of content are the best performers? Which are the most effective distribution channels? What are the metrics that should be measured to gauge performance?

The answers can be found in the 2017 State of B2B Content Syndication Report. You might be interested in some of these headlines from the study:

  • Eighty five percent of respondents said whitepapers are the most effective type of content to syndicate.
  • Interactive content delivery and personalization are the top emerging content types this year.
  • Top challenges with content syndication include (unsurprisingly) lack of resources, budget constraints, and measuring results.
  • Budget allocation is restricted at present, with six in ten marketers reporting that less than 20 percent of the marketing budget is allocated to syndication. Almost half however anticipate an increase in the syndication budget this year, with just eight percent expecting a decrease in syndication funding.

2017 State of B2B Content Syndication Report chart

Image source 2017 State of B2B Content Syndication Report

This report offers many more insights into the goals, methods, and measurements that B2B marketers are using with their content syndication programs, together with smart recommendations to improve your strategy in 2017.

If you want to take advantage of these insights and power your content syndication to the next level, you can find full details in the 2017 State of B2B Content Syndication Report.

What do you think? Are you using content syndication as part of your B2B content marketing strategies?

Photo Credit: Orin Zebest Flickr via Compfight cc

This post was first published on V3Broadsuite. 

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