Reach B2B Decision-Makers With Content Syndication
B2B content syndication is one of the most effective strategies used by marketers to reach technology decision-makers while generating high-quality leads.
However, choosing reputable and transparent content syndication platforms is essential to your campaign's success.
Contact Headley Media to Find Out More
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About Headley Media
Headley Media's content syndication platforms span over 300 websites, in 60 countries and 32 languages.
To guarantee a return on your investment you need to know exactly where your content is hosted and how your leads are generated by your content syndication suppliers.
Technology companies across the globe trust Headley Media's content syndication campaigns to deliver high quality B2B technology leads.
We own over 300 content syndication platforms across 60 countries in 32 languages. We promote educational content to our well-established audience of senior technology professionals on behalf of our clients, who need to reach technology buyers and generate high-quality B2B leads.
Content Syndication Best Practices
- Full Transparency
- Quality B2B Leads
- Guaranteed ROI
- High-Volume Lead Generation
- Expert Guidance
Headley Media has been a valued partner for us over several years, delivering successful lead generation campaigns across their IT Corporate and Cybersecurity Corporate brands. Their team creates bespoke campaigns tailored to our objectives, incorporating techniques like ABM and audience expansion, along with lead nurturing. Additionally, all campaigns are delivered at a fixed cost-per-lead, enabling us to more accurately budget and plan our campaigns. We have complimented and enhanced our lead generation campaigns with Headley Media by incorporating display ads campaigns, which have been treated with the same level of detail and analysis we'd expect from such a quality partner. The ROI from our campaigns has exceeded our expectations, and we highly recommend Headley Media's services.
Helen Gillbe
EMEA Demand Generation Director Proofpoint
We’ve run several campaigns across Headley's network of local language content libraries. The team tailors every campaign to achieve our objectives; this includes creating bespoke questions to obtain valuable intelligence on all leads and enables our sales team to have the most effective and successful follow-up.
Dermot Hurley
International Director of Marketing - EMEA & APAC Malwarebytes
Headley Media is our partner in content syndication and lead generation. From the first exploratory talks until the end of each campaign, I am impressed by the team’s professionalism and proactive approach towards the best way we can execute our programs. This results in a measurable result of traffic, conversion and leads.
Headley proves to be on top of their game by constantly moving against the status quo and acting upon it, through delivering new products and services or optimizing them. It’s great to have a partner that works as an extension of our local team.
Vincent Beerends
Interim Head of Marketing Benelux & Sweden Indeed
At Nasuni we’ve run ABM lead generation campaigns with Headley Media to reach IT decision-makers across EMEA, using their IT Corporate portfolio. Nasuni’s campaigns with Headley Media have consistently produced qualified leads across multiple countries and delivered guaranteed volumes. The pre-defined costs were very helpful for budgeting and understanding the ROI the campaigns would deliver. Overall, it’s enjoyable to work with the entire Headley Media team and we look forward to many more successful campaigns.
Anika Lewandowska
Senior Digital Marketing Manager, EMEA Nasuni
We have been working with the Headley Media team for many years on numerous campaigns globally. Their collaborative approach to working is what makes them an excellent partner. They are happy to be flexible and always deliver on quality. We look forward to continuing our relationship for many years to come.
Lauren Stalker
Client Marketing Director Transmission, Australia
The relationship and trust we have built over the years with Headley Media has helped us deliver successful B2B lead generation and content syndication campaigns relying on their extensive audience network and robust targeting capabilities.
Niccolo Folchi-Vici
Account Director Wavemaker, London
Our Approach to Lead Generation
Many B2B marketers feel frustrated with content syndication and lead generation, left to pay the price for poor-quality leads from questionable sources. With companies and consumers now empowered by data-protection laws worldwide, these concerns are only growing. That’s why Trust, Transparency, and Integrity remain our guiding principles.
100% Digital
We run all our content syndication campaigns 100% digitally, ensuring your leads are up-to-date and fully traceable to the source.
Reader First
Our websites are free from adverts, eliminating noise and providing our audiences with a distraction-free reader journey, direct to your content.
Custom Opt-In
The download form for accessing your content features a custom opt-in statement and an unchecked box, ensuring that your leads explicitly agree follow-up communications from your company.
Professional Audiences
Our audiences of senior tech professionals and business decision-makers turn to our websites for high-quality and reliable information they can trust.
Business Emails
All readers are required to provide their business email address to access your content. This, in turn, supplies you with relevant professional prospects ready for nurturing.
Data Validation
Before being delivered as leads, readers who download your content undergo our dual AI and manual data validation process for quality control and re-verification of their contact details.
What Is Syndicated Content?
Syndicated content within B2B marketing refers to marketing material that is distributed across channels not owned by the original content creator. The main objective of B2B content syndication is typically lead generation, and to distribute your content to new and relevant audiences.
For example, at Headley Media, we share our technology clients' content across our extensive portfolio of content syndication platforms. These platforms are essential for promoting our clients' content to a new, and highly targeted, audience of tech decision-makers.
The content you choose to syndicate will depend on the specific goals of your campaign. While the type of syndicated content varies from client to client, we typically recommend using company whitepapers, research reports, eBooks, and case studies.
More recently, we've also seen clients incorporate a more diverse range of formats, such as video and audio content, to enhance the effectiveness of their content syndication campaigns.
The key to successfully syndicating your content is to make it highly useful for your intended audience. This increases the likelihood of it being utilized by B2B buyers when researching new products or industry-specific topics.
At Headley Media, our team of B2B tech marketing experts are on hand to help you with every element of your content syndication campaigns. From deciding what type of campaign is the best to run based on your objectives, to choosing the most relevant content to syndicate, our team will help you every step of the way.
Contact Headley Media to Find Out More
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B2B Content Syndication Platforms
Headley Media's B2B content syndication platforms serve as valuable research libraries for professionals across industries including IT, AI, cybersecurity, HR, marketing, sales, finance, and electronics.
Available in 60 countries and published in native languages, each content syndication platform attracts a large audience of readers globally.
Our readers, driven by the high-quality content we syndicate, willingly consent to hear from our clients in the technology sector in exchange for downloading their content.
B2B content syndication is effective for lead generation for several reasons:
- Syndicated content expands your reach beyond your owned channels, helping you connect with a larger audience.
- You can target your audience more precisely using industry-specific content syndication platforms, such as IT Corporate.
- B2B content syndication maximizes the impact of your content production efforts, extending the reach and effectiveness of your material.
- Content syndication campaigns with a reputable supplier provide a fully traceable, 100% digital journey for each new lead generated. Check out Headley Media's Reader Journey for a real example of content syndication in action.
B2B Content Syndication Platforms: What to Look Out For
When running B2B content syndication campaigns to generate high quality leads, choosing a reputable content syndication platform is the best place to start.
Not all content syndication B2B platforms are created equal, and the lead generation industry has more than its fair share of shady players, so you need to choose a supplier carefully.
Many B2B lead generation agencies buy leads in from 3rd parties. They don't own their own content syndication platforms, so they can't show you the journey each lead took to become a lead.
When running content syndication campaigns, it's essential to know how your new leads first became familiar with your brand. This information will help you to build on your relationship with them. For example, if you know they downloaded a certain piece of syndicated content, you can nurture your leads by sharing similar content that's more likely to hold their interest than something generic.
Another key part of the content syndication process to watch out for is data and lead validation. Not all B2B content syndication vendors authenticate each lead's details or prove the lead consented to hear from you. This approach compromises the quality of your leads and puts you in danger of breaching data privacy laws like GDPR.
So how can you be sure you're trusting your content syndication campaigns to a reliable supplier?
Transparency is the key.
A good place to start is with their reader journey. Get your prospective B2B content syndication vendors to show you how syndicating content on their platform works from the leads' perspective.
There are also several key questions you can ask your potential supplier. Can they confirm they won't subcontract your content syndication campaigns to a 3rd party? Do they guarantee data compliance in all their target markets?
You can download our ungated checklist for a full list of questions to ask potential B2B content syndication vendors.
You can also read our step-by-step guide to content syndication for more information!
Content Syndication FAQs
What is content syndication in B2B?
Content syndication in B2B marketing is when you share your promotional content - such as whitepapers, eBooks, research and case studies - with a wider audience via a 3rd party, usually for the purpose of lead generation, though also to raise awareness of your brand. The 3rd party ideally hosts relevant content libraries for your audience, where your content can be downloaded and each reader’s contact details collected to be given back to you as a lead.
How does content syndication work?
At Headley we use content syndication to generate B2B technology leads.
We host content on behalf of our clients across our portfolio of content library websites, to be downloaded as educational resources by technology professionals. Our audience of technology professionals give their business card information on your content download form in return for your content, at which point they are eligible to become technology leads. We follow a dual AI and manual data validation process before delivering leads to our technology clients.
How do you generate leads for B2B technology companies?
We generate high-quality B2B leads with a traceable digital footprint. Our approach is 100% digital and our transparent lead generation process lays the foundation for all our lead generative services.
Headley Media's Single Touch, Double Touch, Nurture Track, or SoftBANT lead gen services can be combined with a number of campaign enhancements to create bespoke campaigns and highly targeted leads, based on our clients' lead generation objectives. Our campaign enhancements include ABM, Intent Targeting, Programmatic Display, and other Audience Intelligence strategies.
What makes Headley Media different to other lead generation suppliers?
We stand out from the crowded B2B lead generation industry by delivering high-quality and fully traceable prospects 100% digitally.
We generate 1st party leads using our portfolio of over 300 content library websites, and we never outsource our campaigns to 3rd parties. Our transparent approach to lead generation means we can provide complete visibility into how we generate B2B leads for our clients, including when each prospect consented to share their data.
