When channel partners clamor for content, Content Syndication can seem like a quick and easy fix. By embedding your own content right into partner websites, you can indeed ease the burden of continuously developing content for resource-stretched partners.

However, Content Syndication can and does go wrong when it’s not approached and implemented with care.

Partners lose the value of joint marketing efforts when their own message is overshadowed by generic content from even the best-intentioned suppliers. Too much supplier content and messaging can quickly warp a partner’s website, alienate prospects and weigh down a partner’s own unique message with an overabundance of info specific to your own products and services.

Keep in mind that Content Syndication is not about loading up partner websites with as much content as possible. Far from it.

Instead, Content Syndication should be about delivering high-quality content that is truly relevant to your partners and their prospects.

Before you start rounding up assets or scrape your own website for generic content to feed a Content Syndication program, take time to hone your partner Content Syndication strategy.

By following these 3 simple steps, you’ll not only solve the content conundrum but will empower partners with content that actually strengthens their position in the marketplace.

Step 1: Define Key Goals

First and foremost, you need to work with partners to define clear goals for Content Syndication. This entails asking yourselves some direct questions, including whether certain content is right for syndication. Ask yourself and your partners whether your primary goal is to:

  • Drive net-new or mid-funnel leads?
  • Increase overall website traffic or specific product page views?
  • Generate brand exposure?
  • A combination of these?
  • Something else entirely?

Agreeing on specific goals from the start will help you determine what types of content and which assets should be syndicated – and make it easier to adjust the content and assets included in your Content Syndication program once it’s underway.

Step 2: Keep It Fresh

Much of the value of content lies in its relevance. No one wants their site littered with outdated materials or stale messaging. So, keep content fresh and exciting. Make sure that the content you’re syndicating to partners fits their needs and is staying on top of – if not in front of – current topics and trends. Content Syndication is also not a “set it and forget it” technology. Continually check in with partners and use analytics to measure how well your content is performing on their sites.

Step 3: Tailor Your Content

Be sure that you’re syndicating content that is relevant to partners as well as end customers. Prospects and clients are already bombarded with product-specific content, so be careful not to add to that load.

Content should be tailored to provide value and insight to readers, and should also position your partner as a knowledgeable industry leader. If it doesn’t, it’s likely that potential customers will seek info, as well as products and services, elsewhere.

Dynamic Content Syndication, which automatically adjusts content based on a website visitor’s needs, interests, online behavior and personal characteristics, makes this much easier and goes a long way toward increasing conversion rates (upwards of 50%).


By defining your goals, keeping content fresh and tailoring it to meet partner needs, you’ll be well on your way to creating a cohesive, strategic Content Syndication program that highlights your joint value proposition, increases partner adoption rates and ultimately drives more sales through your channel.

Over to you…

What are your thoughts? Anything you would add?