7 Benefits of Using Email for Content Syndication

Why is email best for content syndication

B2B content syndication programs have become an increasingly popular way of reaching a wider audience, and email is an integral part of it. By leveraging the audience of other publishers and third-party providers, content syndication can help content creators reach more people and grow their audience, while increasing content visibility, boost SEO rankings, and drive more referral traffic.

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What is B2B content syndication?

Content syndication is a cost-effective way to create a larger presence on the web and establish a more authoritative brand by distributing pieces of content through multiple third-party websites, blogs, and channels. This is done by producing and sharing valuable, informative content with the aim of increasing brand awareness and driving website traffic.

B2B content syndication is a powerful tool for businesses looking to increase their reach and visibility, as it allows them to amplify their content to a larger audience. By syndicating content, a brand can reach new audiences, generate more leads, and build relationships with potential customers. It can also help businesses build relationships with influencers, publishers, and other industry professionals.

Why does content syndication need email marketing?

In order to make the most of content syndication, email plays an important role. Email allows for the distribution of content to a much wider audience, including potential customers, influencers, and partners. Marketers can then target the right people with the right content. Personalizing content this way and sending it to the right people at the right time also helps to maximize the effectiveness of content syndication.

7 benefits of content syndication that uses email

Content syndication is a great marketing technique for reaching more prospective customers and can be incredibly effective in generating qualified leads, but in order for it to be successful, B2B marketers need to think about the third-party channels they will use to reach a wider audience. Email is undoubtedly one of the most powerful and here are 7 reasons why:

1. Email marketing is cost-effective and generates the greatest ROI

Developing an inbound marketing strategy is costly, time-consuming and requires a specialist team. In the ever-changing digital world, competition is fierce. Access to technology has enabled smaller businesses to compete with bigger corporations on a more level playing field. However, keeping pace with this technology can sometimes be overwhelming, and for those with limited resources an outbound strategy is much more effective and provides the best ROI.

On average, email drives an ROI of $36 for every dollar spent, higher than any other channel. - Litmus

With such a high ROI, email is definitely one of the most cost-effective channels marketers should be using for their B2B content syndication. Spending less while reaching a larger audience is every marketer’s dream, so ensuring you work with the right content syndication vendor will be critical to achieving success.

2. It can build brand awareness

Working with a content syndication partner, can go a long way in helping to build brand awareness. Appearing on authoritative sites and in their email newsletters establishes your brand as authoritative and also increases brand credibility. This is especially true if you’re reaching a new audience who may not have interacted with your brand before, or working with partners who operate in specific niches.

3. Drive more traffic back to the original

A strong content syndication strategy that uses email will direct readers back to the original source of the article, extending the longevity of the content. This provides more visibility for the brand and drives more traffic to the original website where the content first appeared.

4. It can help create more backlinks and improve domain authority

The more backlinks your content has, the higher your content will rank in SERPs (Search Engine Result Pages). Email can help facilitate this as your content syndication publishers will include a backlink to the original content. This in turn will help to build your domain authority as Search Engines will view your content as more trustworthy.

Search engines use links much like we might treat scholarly citations. The more scholarly papers relevant to a source document that cite it, the better. - Mark Traphagen, Vice President of Product Marketing & Training at seoClarity

5. Strengthens brand equity

Most syndication strategies focus on a few key pieces of high-quality content – normally the strongest – and provides brand exposure that organizations may otherwise miss. This content is then shared with a specially curated and engaged audience that will see said content alongside other key brands in that space. As a result, this can greatly boost brand authority and strengthen brand equity. Including strong call-to-actions and links to social profiles can also further cement the value of your content.

6. You can reach a new audience

By investing in external content syndication, content marketers are able to reach a whole new audience. This audience has already been collated and nurtured and will be more targeted than if you were to do this yourself.

Leveraging content syndication services will provide you with a targeted list of emails specifically for your current campaign. An exclusion list of current clients and competitors can also be applied to ensure the maximum amount of exposure is achieved to the right audience, thus producing a higher number of click-throughs and leads.

7. Syndication partners can help you access the right expertise

The amount of control afforded to content syndication campaigns is significantly more apparent compared to other campaign strategies.

One huge advantage of email vs. social media is its linear delivery model. - Jay Baer, founder of COnvince and Convert

As social has a very roundabout way of working while email is much more linear, your content is directly received by those you are targeting and leaves very little to chance – one of the biggest advantages of content syndication programs.

By adopting an outbound content syndication strategy, you are able to access the knowledge of individual experts who are able to provide advice and additional support to create well-crafted content and deliver it to your targeted audience.

Although delivering your content is often considered the hardest part of the content strategy, it is by no means the end of it and teams who specialize in content syndication will have a better understanding of the audience and their individual demographics, therefore only passing along those that are relevant to you and your criteria – avoiding wasted time spent screening each and every lead.

Content syndication is a powerful tool when combined with email marketing

Effective content syndication is all about finding the right target audience and the right partner for your program. It’s not enough to just hope the right people will find your content, instead you need to be thinking about which third-party sites could help you to reach prospective buyers. Crafting and curating valuable content is only as useful as the channels you use to distribute it.

Leveraging content syndication to support your content marketing efforts can not only help drive quality traffic back to your site but also generate valuable leads as a result – it’s all about finding the right content syndication provider for your campaign.

Dan Smith

In his role of Head of Campaign Strategy at Inbox Insight, Dan helps B2B marketers plan, design, activate and measure integrated demand generation campaigns that are powered by intent data and account insights. His experience stretches across lead generation, paid digital media and content creation.
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