Content syndication is a great way to generate leads from your best content.
Your content can engage and qualify leads before they visit your website for the first time, as well as provide education on your product or service.
If you’re interested in learning how to grow your lead pipeline by using your content, read on.
This article will explore the advantages of B2B content syndication, how it can benefit your business, and offer tips for success.
Ready?
Let’s get into it.
What is Content Syndication?
Let’s start by defining what content syndication is.
Content syndication is a process of making your content available on different platforms to reach your target audience.
B2B marketers use content marketing to have a bigger impact on lead generation. Content marketing can be a vital part of prospecting and engaging with leads, and provide them with huge value.
Many aspects of this can be seen as a mix of content marketing and sales prospecting.
There are several ways that businesses can share content with other businesses. These include making phone calls, sending emails, posting content on LinkedIn, and running ads.
My content already generates traffic, why should I bother with content syndication?
You have some great content and get a lot of traffic regularly.
Most marketing teams rely on a buyer persona searching for a relevant query and then visiting their article. They have set up an email capture to qualify the reader, and the lead gets nurtured in an ongoing email campaign.
This type of strategy does work.
You’re hoping that your ideal customer is going to search for your article and be happy to give you their contact information.
You want your article to be the first one that comes up when your potential customers are searching on Google.
If you rank in position #2 in a search engine, you will get 20% fewer clicks than the top result.
Your existing email subscribers are a great way to get more people to see your latest content. This is especially effective for maintaining relationships, but it won’t help you expand your list of contacts by itself.
That’s where content syndication comes in.
Boost the ROI of your content
Content syndication is a combination of content marketing ( creating valuable content for your target customer) and a more proactive approach that includes tactics like telemarketing and cold emailing.
You can start finding the content that best suits your business and then match it with the most relevant prospects who are looking for your solutions.
Content syndication can help improve the ROI of your content by driving leads into your sales pipeline.
What are the Most Popular Methods of B2B Content Syndication?
There are two main methods for attracting attention to your content. You can use inbound methods, which draw attention to your content from within your website or blog, or outbound methods, whereby you actively promote your content to people who may be interested in it.
Let’s take a look at what those entail.
Content Syndication: Popular Tactics
Co-Marketing
Co-marketing is a form of marketing in which two companies cooperate on a project for mutual benefit.
To find a relevant co-marketing partner, you will need to identify companies that sell to customers who are similar to your own customers.
Note that you don’t need to collaborate with your competitors. A good rule of thumb is that you shouldn’t use the same keywords as companies you’re competing against in organic search.
Here are some popular ways of co-marketing:
Both companies share a whitepaper with their audience.
• Speak to a relevant pain point your customers have during the webinar. Webinars are a great opportunity to speak directly to your customers about relevant pain points they may have. This is a chance to show them that you understand their needs and have solutions to offer. By addressing these pain points, you can build trust and credibility with your audience.
One of the best ways to grow your business is to host an event that your ideal customers will want to attend.
Social Media
You should be promoting your content not only through your company accounts but also through other popular accounts with audiences that are relevant to you.
This means that your partner company will be sharing your content on their social media channels (and you’ll be doing the same).
Guest Blogging
There are plenty of reasons to try guest blogging. You’ll get new backlinks from it, which will help your SEO, and your content will be exposed to audiences who are interested in it.
You will only get results from guest posting if the site’s audience is composed of people who are similar to your ideal customers. Otherwise, you’re better off not guest posting on that site.
PPC Promotion
PPC can help you drive relevant traffic to your content quickly. Some popular platforms to run paid ad campaigns for B2B content are Facebook and LinkedIn.
Narrowly targeting your audience on social media platforms like LinkedIn and Facebook is a great way to test whether your content is resonating with them before investing more time and money into promoting it.
What are the benefits of B2B Content Syndication?
It is a powerful strategy, but often underutilized.
In order to determine why demand generation marketers use content syndication, Salesbox asked over 700+ individuals and compiled their responses into a slide deck. With this information, you will be able to better understand the most popular benefits associated with content syndication.
The marketers found many key benefits and here are some of them detailed.
1. Directly Reach Your Target Audience
2. Lead Generation
3. Prospect Qualification
4. Brand Awareness
5. Credibility
6. Backlinks
7. Traffic
How to Optimize Your Syndicated Content
There is no one right way to share your content with others. Try different methods to see what gets the best results for your brand and your target audience. Keep track of how many leads you get from each method to help you focus on the most successful techniques.
1. Set Specific Goals
If you want to use content syndication to generate more leads, you need to be specific about what you’re trying to achieve. Define your objectives at the most granular level for the best results.
For example, are you looking for leads that are at the beginning of the sales funnel and will come from a more general audience or those who have already been identified as belonging to the middle of the sales funnel? Or is this a follow-up campaign directed toward leads that have already been qualified by marketing?
Breaking your goal down into smaller steps will help you decide what your next steps should be, as well as what metrics you need to track to measure your progress.
When you’re creating content, you need to think about where in the sales funnel your target audience is. Your content should be aligned to specific stages of your sales funnel. This will ensure that you’re providing the right kind of content to your audience at the right time.
By understanding what prospects need at different stages of the sales funnel, you can create content that is more likely to be useful to them. For example, someone who is in the later stages of the funnel may be looking for information to help them compare their options and make a decision. Comparing prices or features would be the best way to get a response from people who are in this stage of the funnel.
After someone downloads content from your site, it is important to follow up with them to continue cultivating the relationship. Send them more targeted content to keep them engaged and moving down the sales funnel.
These people would probably prefer topics that talk about a problem and possible ways to solve it.
In your follow-up email, be sure to mention the content they downloaded. Finally, include another call to action that encourages loyalty and brand advocacy.
2. Don’t Compromise on Quality
It is important to create content that will be interesting and useful to your target audience. Make sure that the content is easy to understand and entertaining. Remember that you want to build authority and drive relevant traffic, so it is important that the content is of high quality.
3. Provide Gated Content that Compels Visitors to Act
Make sure that your content that is accessible online can capture contact details and other relevant prospect information. You can do this by linking your syndicated content to your gated content that requires prospects to provide contact details to access it.
The following formats are preferred by most readers: e-books, case studies, research reports, webinars, whitepapers, worksheet templates, and checklists.
4. Choose the Right Syndication Partners
While it’s great to have a large audience, it’s more important to go with a partner that has the right type of audience that is aligned with your brand. If your publisher can segment their audience so that your content specifically reaches your target market, that’s even better.
Your partner may agree to republish your syndicated content or feature your original content (also known as guest post) on a one-off or regular basis.
Get metrics from your syndication partner about your content’s performance. Use metrics like bounce rates, click-throughs, etc. to help you refine your next strategy and make your syndicated content better.
- Direct Attribution Link:
Be sure to get a link back to your original content from the syndicated copy by pointing it to the actual article instead of just your home page.
5. Use Content Syndication Software
If you are still manually syndicating your content across multiple platforms, you are missing out on the ease and convenience that automation tools can provide. These tools can save you hours of time spent searching for syndication opportunities.
6. Follow Up on Leads
If content you syndicated promotes prospects to follow your sales funnel, it is important to act quickly. You should take advantage of the situation while it is still happening. Make sure you have a plan to follow up with leads after you capture them.
After a lead appears on your prospect list, they should receive a welcome email immediately to ensure that leads are acknowledged and there are no missed opportunities for turning a lead into a paying customer.
Content syndication is an effective marketing strategy that involves sharing content to promote engagement and sustain interest. The key is to maintain a balance of original and curated content, while always keeping the value proposition in mind. This should be tied to one of your strategic goals to ensure the best results.
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