Through-Partner Content Syndication

November 13, 2013 Jon Tonti

through partner content syndication

If content syndication is a pain in the neck for a national brand with a corporate marketing department, you can only imagine the pains it causes a local channel partner.  Consider that today any one channel partner has to position itself to be discovered digitally (albeit in a local context) the same way a brand does, but without the brand-level resources.  Content syndication, like many descriptive terms in our industry, seems to have little agreement of what it actually means.  Traditionally, for B2C and B2B companies it was just posting their original content on third-party sites.  Set in the context of distributed marketing, content syndication flows through channel partners to customers, which makes sense because it is the exact same path your products or services take.  So the logic is simple; you as a brand route your sales (and an increasing portion of your marketing) through local channel partners, you will be increasing routing more of your content through those same partners.   


Content syndication in the distributed marketing ecosystem is a half-pound hamburger so let’s take it bite by bite.  To set partners up to be their own centers of awareness building brands must:

  • Update partner websites with the latest brand messaging, content assets (data sheets or case studies), videos, call-to-action offers, etc.  Of course you will weave some lead capture forms in there.
  • Provide templated content to go out over social channels while at the same time encouraging the extension to that content through brand consistent partner participation.


Not only does good content syndicated over partner websites give consumers more complete information as they traverse the self-directed buyers cycle, it boosts the SEO valued of partner sites especially when content is further extended by channel partners.  Okay, so it gets found more often – then what? 

You as a brand help your partners build audiences around various content types.  Ideally, you have the customer fill out a lead capture form so they become part of the partner’s email list to receive content, offers, etc.  If the potential lead goes to a partner site, reads something, and doesn’t fill out a lead capture form all is not lost.  A cookie can be placed in the lead’s browser cache allowing for remarketing; banners and text ads related exactly to what the customer was looking at on the partner site find the customer on other websites to hopefully bring the lead back to the partner site – we have all experienced this, and sometimes it get us.         

Dynamic Content Syndication for the Close

You, an outstanding brand manager, have recognized the role content syndication, through your channel partners, plays in organizing them to be their own centers of brand awareness.  You are updating their local pages with great content, increasing their visibility in search, and helping them build content specific audiences for continued engagement.  Now when they bring a lead back to the partner page through an email (ideally a triggered communication) or a remarketing banner ad, a unique identifier will change the content, offers, and calls-to-action on the partner page dynamically based on customer intent.  This is some real automated salesmanship!  It might seem kind of space age now, but dynamic content syndication techniques are in the sights of forward thinking brand managers looking to boost the revenue growth of their channel networks.  It is just another step towards the personalization customers are receptive to and marketing automation can provide.       

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Content syndication in the distributed marketing environment helps channel partners build local audiences and become centers of brand awareness.

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