VP, Copy
We recently published our guide to avoiding the pitfalls of Content Syndication. If you’d like syndication to work for you, and want steer clear of the mistakes, take a look here (after you’ve read this blog, obviously).
Right now, I’d like to concentrate on one very important factor within the world of content syndication, which we touch upon within the eBook. Namely, your content needs to be good.
You can have the best vendor partners and the slickest distribution channels, but if your content is bland, generic, or forgettable, it’ll fail to land.
And that’s a problem at a time when it’s never been easier to mass-produce uninspiring content.
Download our eBook, Content Syndication’s Next Frontier: The good, the bad, and the ugly
Packed with insights from seasoned marketers and vetted vendors, this guide breaks down what’s working, what’s broken, and what to do next.
A sea of sameness.
AI is at the center of this. It’s a seriously powerful tool for marketers. It fast-tracks production, uncovers insights, and helps scale personalization. But… is it always going to tell the right, relevant, original story, , or adequately represent your own opinions, passions and expertise?
AI can produce endless articles for you at lightning speed, but it can do the same for everyone else too. That means sameness is everywhere. This kind of content is also being scraped back into AI, which can amplify this sense of sameness. Thought leadership becomes thought regurgitation and originality takes a back seat.
It also causes marketers to fall victim to a key content syndication trap. Because just as prioritizing volume over value is likely to fail in terms of delivering leads, more content does not equal more impact.
Less is more.
A handful of genuinely useful, well-crafted assets will always outperform a library’s worth of “copy and paste” content. Syndication isn’t about spraying the market with assets and praying for results – it’s about giving people something worth their attention.
It means you need to make your audience care – and feel wanted. And a random, generic whitepaper is probably not going to see the recipient’s eyes light up when it lands in their inbox
They want something that feels like it was created for them, their industry, their role, and their challenges.
That’s why personalization is the goal and data the vehicle to get you there. Intent signals, behavioral insights, performance trends – all of these tell you what your audience actually cares about.
Use that intelligence to shape your content and suddenly, syndication isn’t a guessing game, it’s the road to relevance instead.
Craft and connect.
If relevance is crucial to what your content is saying, what about how you’re saying it?
The old ‘message before medium’ mantra comes into play here. Decide on your content channel or format after you’ve decided what the content is saying. Choose the channel that fits the audience. Consider interactive content to encourage engagement. Craft your message right and tell a story.
At the end of the day, people don’t remember stats, they remember stories. The campaigns that cut through aren’t the ones that read like a 100-page instruction booklet for a complicated electronics purchase. They’re the ones that connect, entertain, and inspire.
If your content can make someone feel something – recognition, urgency, curiosity – you’ve already won half the battle.
What’s next?
In summary, if you put average content into syndication, you’ll get average results out. Or worse, you’ll burn your budget amplifying something your buyers forget the second they see it.
But if you invest in content that’s sharp, personal, story-led, and fueled by data? Syndication becomes more than a lead gen channel, it becomes a brand builder.
So – how do you do achieve all that?
That’s where we come in. Just get in touch… after you’ve read our eBook, Content Syndication’s Next Frontier: The good, the bad, and the ugly, of course.
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Content syndication isn’t broken. But the way most marketers use it is. As AI reshapes buying behavior, it’s time to rethink lead quality, intent signals, and syndication’s role in your revenue engine. This blog previews key insights from our latest eBook, Content Syndication’s AI Frontier: The Good, the Bad and the Ugly, your guide to building smarter, more strategic programs that actually move pipeline.