Boosting B2B brand authority with content syndication
In B2B marketing, establishing your brand as a thought leader is essential for building trust and credibility with your audience. However, you are not the only ones looking to do this. It is saturated. You are competing for share of voice. It is not impossible, just harder than is perhaps used to be.
One of the most effective ways that we’ve found to build brand authority is through content syndication, allowing you to share your insights and expertise on high-traffic platforms. We’re a huge advocate of this as part of B2B marketing strategies – especially for those targeting niche audiences, as there are fewer watering holes for your target audience to gravitate to, therefore you can be more tactical with where you invest your budget.
So, what is content syndication?
Put simply, content syndication is the practice of sharing your content via third-party websites and platforms. This could include republishing articles, whitepapers, infographics, videos – any format, really – on industry-specific sites, content aggregators or social media platforms.
For B2B marketers, content syndication is a strategic way to get your message in front of a larger, more targeted audience. By sharing your content on reputable platforms, you can increase your brand’s visibility and establish yourself as a leader in your industry.
How does it help with building brand authority?
- Increased visibility: syndicating your content on well-known platforms exposes your brand to a wider audience beyond those that already know you, helping you reach potential customers who may not have discovered your brand otherwise.
- Establishing thought leadership: by consistently publishing relevant, high-quality content on respected third-party sites, you position your brand as an expert in your field. This helps to build trust and credibility with your target audience.
- Enhancing SEO: content syndication can help you earn valuable backlinks from authoritative sites, improving your search engine rankings and driving more organic traffic to your website.
- Strengthening brand recognition: regularly appearing on industry-leading platforms reinforces your brand’s presence in the market, making it more likely that potential customers will remember your name when they’re ready to make a purchase. Think of it as a stream of brand awareness.
Where to start with content syndication
- Choose the right platforms: this is key. It might sound obvious, but it is crucial to identify platforms that are respected within your industry and have a strong, engaged audience that aligns with your target market. This ensures that your content reaches the right people and enhances your brand’s reputation.
- Create authoritative content: to build brand authority, your content needs to be insightful, well-researched and relevant to your audience’s needs. It should speak directly to your audience’s pain points so that they resonate and see themselves in it. It shouldn’t be ‘we, we, we’. Plus, high-quality content is more likely to be shared and cited, further boosting your brand’s credibility.
- Leverage multiple formats: different platforms may favour different types of content. Consider repurposing your articles into infographics, videos – or even podcasts – to maximise their reach and appeal across various channels. You can be tactical with this to scale to available resource; it doesn’t need to be every format.
- Monitor and adapt: track the impact of your syndicated content on brand awareness and authority. Use this data to refine your strategy, focusing on platforms and content types that deliver the best results.
Content syndication is a powerful tool for B2B marketers looking to build brand authority and establish themselves as thought leaders in their industry. By carefully selecting the right platforms, creating high-quality content, and continuously monitoring your results, you can enhance your brand’s visibility and credibility, ensuring that your message resonates with the right audience.
Need some support or simply want to know more? Get in touch, we’d love to chat!
