Read about how our clients are seeing turbo charged results from influencer marketing: Read As

B2B Content Syndication vs. Content Marketing: Understanding the Difference

Post by
Brian BloomKing
B2B Content Syndication vs. Content Marketing: Understanding the Difference

B2B Content Syndication vs. Content Marketing: Understanding the Difference

In the realm of B2B marketing, two terms often arise in discussions: 

B2B content syndication and content marketing. 

TL:DR:  Content marketing is creating thought leadership content strategically, and content syndication strategy is placing that in different channels to amplify the audience who will read it.

Understanding the difference between B2B content syndication campaigns and content marketing is crucial for marketers aiming to solve the lead generation puzzle and achieve their desired outcomes. This article will delve into these concepts, highlight their unique features, and explore how you can’t have one without the other.

Content Marketing: A Strategic Approach

Content marketing is a comprehensive strategy that creates and distributes valuable, relevant, and consistent content to attract, engage, and retain a target audience. 

The core objective of content marketing is to provide valuable information, solve problems, and build trust with potential customers. It encompasses various formats, such as: 

  • Blog posts
  • Articles
  • Social posts
  • Emails
  • Videos
  • Infographics
  • eBooks
  • Whitepapers
  • Sales collateral

Content marketing aims to establish thought leadership, educate an audience, and drive traffic to a company's owned platforms, such as its website or blog. In addition, it focuses on building long-term relationships with prospects by nurturing them through the buyer's journey, from awareness to consideration and, ultimately, conversion.  Content marketing is supported by content syndication campaigns that increase your odds of building that relationship.

Benefits of B2B content marketing

Establishing Thought Leadership

B2B content marketing allows businesses to showcase their industry expertise, knowledge, and unique insights. By consistently delivering valuable and informative content, companies can position themselves as thought leaders and gain the trust and respect of their target audience.

Building Brand Awareness

Content marketing helps increase brand visibility and awareness. By creating and promoting relevant and engaging content, businesses can reach a wider audience, generate brand recognition, and establish their presence in the market.

Driving Organic Traffic

High-quality and optimized content can drive organic traffic to a business's website. By targeting relevant keywords and providing valuable information, businesses can attract and engage potential customers, increasing their website's visibility in search engine results.

Nurturing Leads

Content marketing plays a crucial role in lead nurturing. By delivering valuable content tailored to different stages of the buyer's journey, businesses can build relationships with prospects, educate them about their solutions, and guide them toward making informed purchasing decisions.

Generating Quality Leads

Content marketing can attract and generate high-quality leads. By offering gated content, such as ebooks, whitepapers, or webinars, businesses can capture contact information from interested prospects and build a database of potential customers.  Leveraging a content syndication platform is essential for lead generation.

Supporting Sales Efforts

Content marketing provides sales teams with valuable resources to support their efforts. Sales professionals can leverage relevant and insightful content to educate prospects, address their concerns, and move them closer to purchasing.

Enhancing Customer Engagement and Loyalty

Consistently delivering valuable content keeps existing customers engaged and connected with the brand. By providing helpful resources, tips, and updates, businesses can foster loyalty, encourage repeat purchases, and turn customers into brand advocates.

Boosting Search Engine Optimization (SEO)

Content marketing improves a website's SEO. By regularly publishing fresh and relevant content, businesses can increase their website's visibility in search engines, drive organic traffic, and attract more potential customers.

Encouraging Social Sharing and Virality

Compelling and shareable content has the potential to go viral on social media platforms. When audiences find the content valuable and engaging, they are more likely to share it with their networks, expanding the brand's reach and increasing its exposure.  Again, content syndication services can help here.

Providing Long-Term Value

Unlike traditional advertising, content marketing offers long-term value. Well-crafted and evergreen content can continue to attract and engage audiences for months or even years, delivering ongoing benefits and return on investment.

Differentiating from Competitors

A strong content marketing strategy allows businesses to differentiate themselves from competitors. Companies can stand out and position themselves as industry leaders by providing unique insights, expertise, and value through their content.

Fostering Customer Education

Content marketing helps educate customers about a business's products, services, and industry trends. By addressing common questions, challenges, and pain points, businesses can empower their customers to make informed decisions and derive maximum value from their offerings.

Cultivating a Community

Content marketing can create a sense of community around a brand. Businesses can foster a community of engaged customers, advocates, and industry professionals by facilitating discussions, encouraging comments and feedback, and providing a platform for interaction.

Measuring and Optimizing Performance

Content marketing allows businesses to track and measure the performance of their content efforts. By analyzing metrics such as website traffic, engagement, conversions, and lead generation, companies can optimize their content strategy, focus on what works, and refine their approach over time.

Content marketing offers numerous benefits to B2B businesses, from establishing thought leadership and driving organic traffic to nurture leads and building customer loyalty. By investing in a robust content marketing strategy, marketers can effectively engage their target audience and differentiate themselves.

B2B Content Syndication Strategy: Expanding Reach and Visibility

A content syndication platform can help with consistency

On the other hand, B2B content syndication involves the strategic distribution of existing content assets to third-party platforms or networks. It is a method of amplifying the reach and visibility of your content by leveraging established audiences on external channels. Through content syndication, marketers can expose their content to a broader audience beyond their owned platforms, effectively extending their reach and generating additional brand exposure.

Businesses often partner with reputable industry publications and content syndication vendors, online communities, or content syndication platforms when syndicating content. These partners serve as distribution channels, allowing the content to reach a targeted audience of professionals seeking information in a specific industry or niche. B2B content syndication services can take various forms, including sponsored articles, guest blogging, native advertising, or sharing content through social media networks.

Benefits of B2B content syndication

Increased Reach and Amplified Visibility

Content syndication allows businesses to extend their reach beyond their existing audience. By distributing content through syndication platforms, marketers can tap into established networks and reach a wider audience, increasing their visibility and brand exposure.

Targeted Audience Engagement

Content syndication enables businesses to reach a highly targeted audience. Syndication platforms often offer audience segmentation options, allowing companies to select specific demographics, industries, or interests to ensure their content reaches the most relevant audience for their products or services.

Enhanced Lead Generation

B2B content syndication can be a powerful lead-generation tool. By exposing content to a broader audience, businesses can attract potential leads actively seeking information, solutions, or industry insights. Syndication platforms often provide lead capture capabilities, allowing businesses to collect contact information and generate valuable leads.

Improved SEO and Backlink Opportunities

Syndicating content on reputable platforms can boost a business's search engine optimization (SEO) efforts. Backlinks from authoritative syndication platforms can increase search engine rankings, driving organic traffic and improving online visibility.

Cost-Effective Marketing Strategy

Content syndication can be a cost-effective marketing strategy compared to other advertising methods. By leveraging existing syndication platforms, businesses can distribute their content to a broader audience without significant additional investments in advertising or promotion.

Establishing Thought Leadership and Authority

Syndicating high-quality and valuable content positions businesses as thought leaders and industry authorities. Content appearing on reputable platforms enhances a business's credibility, trustworthiness, and expertise, increasing brand recognition and establishing a solid industry presence.

Faster Audience Engagement and Results

Content syndication can expedite the process of engaging with the target audience and achieving results. Compared to organic content promotion methods, syndication allows businesses to access a large audience quickly, increasing the chances of immediate engagement, lead generation, and conversions.

Access to Analytics and Performance Tracking

Syndication platforms often provide robust analytics and performance-tracking tools. Businesses can gain insights into metrics such as impressions, click-through rates, engagement levels, and lead generation, enabling them to measure the effectiveness of their syndicated content and optimize their strategy accordingly.

Leveraging Expertise and Collaborative Opportunities

B2B content syndication often involves collaboration with industry influencers, experts, or platforms. This collaboration allows businesses to leverage the expertise and reputation of these industry leaders, expanding their reach and accessing new opportunities for partnerships and alliances.

Continuous Brand Exposure

Syndicated content has the potential to provide long-term exposure and ongoing benefits. Once published on syndication platforms, content can continue to attract new readers, generate leads, and drive traffic to a business's website over an extended period.

A B2B content syndication campaign offers significant advantages to businesses, including expanded reach, targeted audience engagement, improved lead generation, enhanced SEO, cost-effectiveness, thought leadership establishment, and access to analytics. By incorporating content syndication into their marketing strategies, businesses can amplify their visibility, generate quality leads, and establish a strong industry presence.

Key Differences and Synergies

While content marketing focuses on creating and distributing original content on owned platforms, B2B content syndication takes a more targeted and external approach. Here are the key differences between the two:

Content Ownership: In content marketing, businesses have complete control over the content they create, publish, and promote on their owned platforms. In content syndication, while the company still owns the content, it is shared and distributed on external channels not directly controlled by the business.

Reach and Exposure: Content marketing builds an engaged audience on owned platforms. In contrast, content syndication aims to tap into existing audiences on third-party platforms to extend the reach and visibility of the content to new, targeted audiences.  These may be organic or paid content syndication.

Lead Generation: Content marketing often plays a significant role in lead generation by driving organic traffic and capturing leads through gated content. B2B content syndication can generate leads indirectly, using a content syndication platform primarily also focusing on generating leads, but also brand exposure, thought leadership, and driving traffic back to owned platforms.

While these approaches have differences, they complement each other and can work together. For example, a robust content marketing strategy can serve as the foundation for content syndication efforts, ensuring a steady stream of high-quality, original content to be syndicated. B2B content syndication, in turn, can amplify the reach and visibility of the content, driving traffic and engagement back to the owned platforms, thereby enhancing the effectiveness of the content marketing strategy.


Understanding the difference between B2B content syndication and content marketing is essential for businesses aiming to maximize their marketing efforts. While both strategies serve unique purposes, content syndication offers a targeted distribution channel to reach a wider audience and generate leads.  

Content marketing creates valuable, relevant content to engage and nurture prospects. By leveraging the strengths of each approach, businesses can create a powerful marketing mix that drives brand awareness, generates quality leads, and ultimately contributes to their bottom line. 

So, whether you're seeking wider exposure or building meaningful connections, integrating B2B content syndication and content marketing into your strategy can unlock the full potential of your marketing efforts.

Consider a content syndication vendor with experience and access to a syndication network and relevant audiences that you can tap into for faster results to generate qualified leads.

TechGrowth is a paid content syndication network that can help accelerate your company's revenue.

Text LinkText Link