# How to Create Syndicated Content Programs for Reach
In the Australian B2B landscape, creating great content is only half the battle; getting it in front of the right decision-makers is where the real challenge lies. Content syndication allows you to leverage the established audiences of third-party publishers to amplify your reach, build brand authority, and generate a steady stream of qualified leads beyond your own website.
Why Content Syndication Matters for B2B
For most Brisbane-based B2B firms, your own email list and social media following represent a finite pool of prospects. Syndication breaks these walls down, placing your whitepapers, case studies, or webinars on industry-specific platforms where your target audience is already searching for solutions. It’s a cost-effective way to scale demand generation without waiting months for organic SEO to kick in.---
Prerequisites: What You’ll Need
Before you begin, ensure you have the following ready:- A High-Value Asset: A whitepaper, e-book, industry report, or recorded webinar (gated behind a lead form).
- Defined ICP: A clear Ideal Customer Profile (industries, job titles, and company sizes).
- Lead Management System: A CRM (like HubSpot or Salesforce) to ingest and follow up on leads.
- Budget: While some syndication is free (earned), most B2B programs require a Cost Per Lead (CPL) budget.
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Step 1: Identify Your Primary Objective
Decide what success looks like. Are you looking for pure volume (Top of Funnel awareness) or high-intent leads (Middle of Funnel)? In Australia, B2B cycles are often long, so most successful programs focus on educating the market rather than a hard sell. Define your target CPL and the total number of leads you need to make the ROI work.Step 2: Audit and Select Your Best Content
Not all content is suitable for syndication. Choose assets that solve a specific pain point.- Screenshot Description: You should be looking at your Google Analytics 'Top Landing Pages' or your CRM's 'Lead Source' report to see which assets have historically converted at the highest rate.
Step 3: Research Potential Syndication Partners
You have three main avenues in Australia:- Direct Publishers: Industry-specific sites (e.g., IT Brief Australia, Business News Australia).
- Content Networks: Platforms like NetLine or Madison Logic that distribute across thousands of sites.
- Social Syndication: Using LinkedIn’s Document Ads to promote gated PDFs directly in the feed.
Step 4: Define Your Filtering Criteria
One of the biggest mistakes is paying for leads that don't fit your business. Specify your filters clearly with your partner. Common filters include:- Geography: Australia-wide or specific states (QLD, NSW, etc.).
- Company Size: Based on employee count or annual turnover.
- Job Function: e.g., Operations, IT, or Finance.
- Seniority: e.g., C-Suite, Director, or Manager.
Step 5: Negotiate the Lead Delivery Method
How will you receive the data? Manual CSV uploads are prone to delay. Ask if the partner can integrate directly with your CRM via Webhook or Zapier. Warning: Ensure the partner is compliant with the Australian Privacy Act 1988*. They must have explicit consent from the user to share their data with a third party (you).Step 6: Create Compelling Copy for the Syndication Brief
The publisher will need a title, an abstract (description), and a thumbnail image.- The Title: Keep it benefit-driven (e.g., "How Brisbane Manufacturers are Reducing Overheads by 20%").
- The Abstract: Use bullet points to highlight what the reader will learn.
- The Image: Use a high-quality 3D mockup of your e-book or a professional headshot if it’s a webinar.
Step 7: Set Up Your Internal Tracking
Never send syndicated traffic to a generic URL. Use UTM parameters to track which partner is sending the best traffic. If the partner is hosting the form, ensure they include a 'Lead Source' hidden field in the data export so your sales team knows exactly where the lead originated.Step 8: Build the Nurture Sequence
A syndicated lead is rarely ready to buy immediately. They downloaded a piece of content, they didn't ask for a quote.- Email 1 (Immediate): Deliver the asset (even if they already downloaded it) and introduce your brand.
- Email 2 (Day 3): Share a related case study or blog post.
- Email 3 (Day 7): Ask a specific question related to the asset's topic.
Step 9: Launch a Pilot Program
Don't commit your entire annual budget at once. Run a 30-day pilot with two different partners to compare lead quality.- Screenshot Description: Create a simple spreadsheet with columns for: Partner Name, Total Spend, Total Leads, MQLs (Marketing Qualified Leads), and Cost Per MQL.
Step 10: Review and Optimise
After 30 days, look past the 'Cost Per Lead'. A $30 lead that never responds is more expensive than a $90 lead that books a meeting.- Common Mistake: Stopping a program too early. B2B leads often take 3-6 months to convert into revenue.
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Pro Tips for Success
- The 'Double Opt-In' Trick: If you are worried about lead quality, ask the syndication partner to add a custom question to the form, such as "What is your primary challenge this quarter?"
- ABN Validation: If you are targeting small businesses, ask for an ABN field to ensure they are a legitimate Australian entity.
- Visual Consistency: Ensure the branding on the syndication site matches your website so the transition feels seamless when they eventually visit your page.
Troubleshooting Common Issues
Issue: High lead volume but low contact rate. Solution:* Your follow-up is likely too slow. Aim to trigger your first nurture email within 5 minutes of the lead being ingested. Also, check if the partner is using 'incentivised' downloads (giving people points/rewards for downloading), which usually results in low-intent leads. Issue: Leads are outside of Australia. Solution:* Review your contract with the provider. Ensure 'Australia' is a hard filter, not a 'preferred' one. If using LinkedIn, check that your location settings are set to 'Recent or Permanent location' in Australia. Issue: High bounce rate on nurture emails. Solution:* The partner may be providing 'stale' data. Use a tool like NeverBounce or ZeroBounce to verify email addresses before they enter your CRM.---
Next Steps
Once you have mastered content syndication, you should look into Account-Based Marketing (ABM) to target specific high-value Australian companies with bespoke content.Need help identifying the best Australian publishers for your industry? Our team at Local Marketing Group can help you build a high-performing syndication strategy. Contact us today to get started.