Effective B2B Content Syndication With Repurposed Content


Now that you know what is content syndication and why it is so important we know you’d be excited to actually start implementing it.

Based on our experience, we know this is exactly where most marketing-plans-with-earth-shattering-potential fail.

Organisations are successful because of good implementation. Not good business plans.

Guy Kawasaki

Think about your own organisation.

  1. How many times have you had a ground-breaking idea?
  2. And how many times have you actually implemented it?

Implementing an idea is where most good plans fail. And we definitely don’t want content syndication to end up being one such plan for you.

This article will help you actually take off.

If you see value in content syndication and have understood how it’ll help your business grow, this step-by-step guide is all you need to start your content syndication campaign.

What’s in this article

  • What is content repurposing
  • How to repurpose content and tips to do it right
  • When to repurpose content
  • Where to seed repurposed content and the best way to do it
  • How to measure the results of content syndication
  • Great examples of content syndication to inspire your campaign

What Is Content Repurposing

As the name suggests, content repurposing is exactly that.

Repurposing a piece of content into different formats.

Here’s a great example or repurposed content.

Text Request published the same piece of content as a blog article and a podcast.

This way when someone lands on their page, they have the option to either listen to the information they share or read it.

Some would say this is unnecessary work.

But you’d be surprised to know that the number of podcast listeners have grown by 40% in the last three years.

Repurposing content has many more benefits

Here are a few for your consideration.

  1. Get 10X value with 1X effort
    When it comes to content creation, text format is what most people start with.

    Writing a simple 500 word article takes an average content writer around 2 hours. The shelf-life of an average article is about 3 days.

    (This data is from 2016. Given the rise in the number of content creators online, you can imagine how much this may have changed, for the worse, in 2022.)

    Which basically means, you spend all this time, effort and money to have the spotlight on you for only 3 days.

    Doesn’t seem fair. Especially when you can, very easily, milk it for more value by repurposing it into different formats.

    Keep reading to learn how to repurpose a piece of content in different formats.
  2. Rank for competitive keywords faster
    This is a tip that even a lot of SEO experts don’t pay enough attention to.

    Ranking for text-based results for a major keyword is difficult. But ranking for the same keywords in image-based results or video results is comparatively easier.

    Which means, if you repurpose an article you’ve written for a keyword you desperately want to rank for into a video, podcast, power-point presentation, PDF or an infographic, you up your chances of ranking for that keyword.

  3. Reach a wider audience
    Your text-based content might reach 80% of your customers.

    20% of your customers may still prefer watching a video, scanning through an infographic or listening to a podcast over reading an article. By repurposing content in multiple formats, you can easily reach a wider audience.

How to repurpose content and tips to do it right

Repurposing content is easier than most people think. And the best part is, once you get used to it you will never be satisfied creating content in just one format.

Here are some of the different formats in which you can repurpose your content. Say, you start with a blog.

  • Turn it into a podcast
  • Make it into a video
  • Convert it into an eBook
  • See if you can make an infographic out of it
  • Make it into a PowerPoint presentation, or slideshow
  • Split it up into multiple social media posts
  • Repurpose it into an email sequence
  • Use it to stream a live talk
  • Convert it to a webinar

This article on buffer.com has a few more options you might want to explore.

If you’re wondering how to do it, don’t sweat.

There are tools available online – free as well as paid – to help you do it easily. A list is below.

Here’s a list of tools we’ve used and recommend.

  • Play.ht helps you convert articles into an audio format. The best part is, it has 30 different voice options. If you’re new to podcasts, you should definitely check it out.
    This article by Geekflare lists out a few more tools you can try.
  • Lumen5 helps you make eye-catching videos in minutes. You can use these videos as part of your blog. Or use it separately for posting on social media and other sites which accept videos.
  • Slideshare is the most popular tool to use for making slides. You can also use KeyNote or Powerpoint, since most people are already familiar with it. The slides can then be shared on Slideshare.

This list on Semrush’s blog has a few more options for you to consider.

Based on our experience, we’d recommend starting slow. Repurpose your content in only 2-3 ways, initially.

Once you get used to it, add more formats. Also make sure you analyse what’s working and what’s not working.

Identify the type of content that gets most views, and continue investing in that.

When to repurpose content

Oftentimes, knowing when to do something is far more important than knowing how to do it.

Lead generation using Content Syndication is no different.

Now that we’ve told you what Content Syndication is, and how to do it, it is also important that you know when to do it.

Whether you are new to content creation or have been doing it for a while, always remember this one advice. If you don’t follow it, you’ll only be wasting time and effort.

“Repurpose only those pieces of content which are working for you, not all.”

This happens very frequently.

You create one piece of content in one format.

You’ve recently learnt about content syndication.

You get over excited learning about the benefits of content syndication as a demand generation strategy for B2B.

You create and seed content in multiple formats.

Only to discover that what you thought was an amazing piece of content turned out to be very uninteresting for your audience.

The result?

You end up wasting so much time and effort. And that’s not it.

If this same thing happens with you a few times, you’d possibly come to the conclusion that content syndication is not for me!

Before you reach that stage and deny yourself the benefits of this wonderful marketing strategy, calm down.

The very first step to creating a content syndication strategy is to analyse your existing content.

Or, in the rare case that you don’t have any, create a few pieces and see what’s attracting your audience.

Once you’ve identified which content piece is working best, repurpose it into a few more formats.

Again, go slow.

Repurpose it into only 2 or 3 formats first. See if it’s working. Try a few more formats. Test again.

This way, you’ll slowly understand what content type and what content format is working best. Based on that, you can improve your content syndication strategy.

As you may have figured out by now

  1. Creating content is one part of the story
  2. Repurposing it in different formats is another
  3. But the most important part is seeding it.

Unless you share it in the right places, your analysis and results will be skewed.

Where to seed content and tips to do it right

One thing you can be sure of is that there’s no dearth of places to share your content. Be it original or repurposed.

Your real skill lies in identifying which platform is right for you.

Keep these points in mind when picking a platform for sharing your content.


  1. The site SHOULD be relevant to your industry
  2. It should have a good domain rating and trust rating [Use moz.com or AHREFs to check this]
  3. It should be a site that’s already attracting your target audience


  1. The site SHOULDN’T be spammy
  2. It shouldn’t be a competitor
  3. It shouldn’t have a domain rating far lower than yours

Based on these points, pick the best place to seed your content.

Refer to these lists for seeding content

  1. 130 social sharing sites
  2. 20 places you should be sharing your content
  3. 50+ social sharing and link posting sites

A lot of websites also offer paid content syndication options.

This list has a few paid websites you can try.

How to measure the results of content syndication

The most important part of content syndication is measuring the results.

Without it, how will you ever understand what format and type of content is working for you?

The simplest way to test this is by measuring how many people click back to your website and from where.

  1. Use bit.ly links that you can track
  2. Another way would be to use UTM links.
    This will work only if you have Google analytics installed on your website. If you don’t have it yet, we’d highly recommend doing it right away.

Apart from Google Analytics, we’d also recommend installing the LinkedIn insights tag on your website.

Even if you aren’t active or advertising on LinkedIn, the tag still shows you a lot of insightful data you may be able to leverage.

This article by BuySellAds does an amazing job of explaining how to measure syndicated campaigns using Google Analytics.

Great examples of content syndication to inspire your campaign

If you’ve reached this far in this blog, we’re pretty sure you’re convinced and all set to try content syndication for your business.

To inspire you, do go through this blog on Hubspot. It has some very cool content syndication ideas.

Are you ready to witness the magic content syndication can work for your brand?

Convinced that content syndication is what you need but can’t do it yourself?

Get in touch with Digitalzone today, to accelerate your sales.

Let us help you plan and execute a winning content strategy for your brand.

Our marketing makes sure your brand stands out and looks great doing it!

Accelerate your leads and sales today with a proven marketing agency

Digitalzone puts your B2B leads and sales on steroids.

Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.

We help B2B companies, just like yours, with Account Based Marketing, Content Syndication, Intent Based Marketing, Lead Generation and List Building.

Get in touch with us today, to accelerate your sales.

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Accelerate your leads and sales today with a proven marketing agency

Digitalzone puts your B2B leads and sales on steroids. 

Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.

We help B2B companies, just like yours, with Account Based MarketingContent SyndicationIntent Based MarketingLead Generation and List Building.

Get in touch with us today, to accelerate your sales.Share on FacebookShare on Twitter