Generating Leads with Content Syndication

Isn’t It Time Your Content Gets a Job?  A Guide to Getting Your Content Off the Couch & Back to Work.


If you write it, will they come?

I mean this in the nicest way possible, but…no. Probably not.

And that’s not to say that your content isn’t the best thing since Baby Yoda memes, but the internet is a big place, and not all of us have a Disney+ series to help with publicity.  Yet…

What we do have, though, is The Magic & Power of Content Syndication Channels.   

According to a 2017 survey by Salesbox, 65% of B2B marketers use content syndication as a core lead generation tactic. Do YOU?


Prerequisite:  But what, exactly, IS Content Syndication?

What a fantastic, pertinent question. Thank you for asking.

Content Syndication is when your web-based content – blogs, articles, videos, infographics, Instagram Mirror Selfies, etc. – are re-published by a third-party website.

The relationship here is symbiotic – The Content Syndication Site gets free, relevant content which is good for their traffic, and you, The Content Creator, gets publicity, exposure and clicks to your website.

It’s kinda like a marriage, only it works.


LESSON 1:  Swipe Right on The Best Possible Content Syndicators.

If movies and TV have taught us anything, it’s that getting in good with the popular crowd only leads to fame, fortune and endless happiness.  That’s absolutely no different here.

SO, if you’re going to commit to having your content re-published, you’ll want to go with the highest-ranking websites that have the best opportunity to reach your target audiences.

Don’t worry, I’ve done the research for you.  You’re welcome.

  • Netline – Very large database spanning many different buyer types
  • PureB2B – Large audience spanning many industries
  • Outbrain – A popular content discovery platform
  • SlideShare – A LinkedIn affiliate network and free platform that allows anybody to upload their content in a slideshow format
  • SimpleReach – A content analytics & insights program
  • ARC – Part of PR Newswire’s press release service
  • Taboola – Serves high-end news publishers like the NY Times, NBC, CBS


LESSON 2:  Strategerize.

Unfortunately, this is where the thinking and testing comes in, but your strategy will depend on who you’re partnering with, why you’re partnering, and what audience you’re trying to reach.

Sometimes you’ll want to submit the whole blog or video, other times you’ll just want the headline and a small blurb.  It all depends on the website, the audience and the type of content.

I’d tell you to just hire us to figure this out and maximize your return, but this is an informational piece so I can’t do that (just hire us).

BUT please, PLEASE, no matter what your strategy is, always remember to include a link back to your website and a Call to Action or none of this will work and I don’t need you yelling at me.


LESSON 3:  Don’t Give Up.  Don’t You EVER Give Up.

I haven’t done any controlled experiments here so I can’t say for certain, but I suspect anything you do 117 times is going to be better than doing something once, so you’ll need to work syndication into your regularly scheduled marketing strategy.

Your frequency and commitment are going to have a direct correlation on how successful your syndication efforts are, as is the quality of the content.

SO, after you’ve created something amazing, think to yourself – “I should syndicate this”, and then do that, over and over, until you have a series on Disney+.


THAT’S IT.  Now you know everything you need to in order to Syndicate with the best of them.  And while the aforementioned 65% of B2B marketers are using content syndication as a core lead generation tactic, not all of them are doing it well and/or consistently, but you could be (or just hire us and we’ll take care of it).

Now, please, go forth and enjoy your newfound traffic, leads, deals and celebrity.

And call me.

Michael Collins serves as a marketing strategist for 190west – a full suite agency with experts in Content Marketing & Strategy, SEO, PPC, Social Media, and Email Marketing. Make an appointment to talk to Mike by clicking his scheduling link or email him at