More than a third of the B2B marketers are not leveraging tools and channels for content syndication, and not leveraging the power of content syndication for lead generation, they are losing out on the pipeline and revenue. said Tony Uphoff, president of Pipeline360.
Recognizing paradigm shift, forward-thinking marketers and CEOs of lead generation companies are embracing a new ethos—one centered on providing value, fostering genuine connections, and becoming an integral part of the conversation.
Content syndication, particularly at the top of the funnel, has emerged as a crucial strategy for buyer-driven marketing. While historically plagued by poor ROI and issues like data quality and system complexity, content syndication remains a standout solution for scaling and breaking stagnancy in lead generation.
But what exactly is content syndication?
What is Content Syndication?
Content syndication involves strategically republishing valuable content across high-traffic websites and platforms, expanding its reach to a broader audience. By disseminating content through various channels such as social media, blog posts, and email campaigns, businesses deepen customer relationships and enhance brand identity.
This approach entails creating valuable and reliable content, thereby building brand identity and improving online visibility. The content published across various channels like social media, blog posts, and email campaigns contributes to deepening customer relationships.
The Demand gen report reveals that 62% of the B2B companies prefer practical content such as case studies, white papers, infographics, webinars, and more. Marketers believe that such type of content helps them make more trustworthy decisions.
By extending such content's reach to engaged audiences on established platforms, businesses can:
- Boost Brand Awareness: Increase visibility within the industry by reaching a wider audience.
- Establish Thought Leadership: Showcase expertise and become a trusted resource.
- Drive Targeted Traffic: Attract qualified leads interested in the topics covered, directing them back to the website.
Must Read: What is B2B Content Syndication and Why is it Important to Choose the Right Platform?
Effective Content Syndication Methods:
Content syndication isn't just about throwing content out there. To truly harness its lead generation potential, you need to integrate strategic lead capture mechanisms within your syndicated content. Here are some effective methods:
Gated Content:
Offer exclusive white papers, ebooks, or webinars in exchange for contact information. This allows you to capture leads who are genuinely interested in your solutions and further down the sales funnel.
Compelling CTAs:
Craft clear calls to action (CTAs) that direct readers to landing pages where they can learn more about your offerings and provide their contact details. Make your CTAs stand out with strong verbs and clear benefits.
Strategic Forms:
Embed well-designed forms within your content to capture leads seamlessly without interrupting the reading experience. Keep forms concise and focus on capturing essential contact information.
Choosing the Right Content for Syndication
Not all content is created equal for syndication purposes. Here's what separates high-performing content from the rest:
High-Value & Informative:
Focus on content that educates, solves problems, or offers valuable insights relevant to your target audience.
Evergreen Appeal:
Choose content with a long shelf life that remains relevant and informative over time. Industry trends may evolve, but core principles often hold steady.
Optimized for Readability:
Ensure your content is well-formatted, easy to scan, and optimized for the target platform's audience. Consider adjusting the length or tone of the content to suit the specific platform.
Choosing Top Channels for B2B Lead Generation
No matter how hard you try, if your efforts are not reaching the right audience, it is likely that your ROI is low, and you will end up wasting the time and resources. And merely running the ad campaigns will not help long term visibility in the B2B landscape.
Content syndication helps overcome this challenge. By leveraging content syndication, you can diversify the audience, and most importantly reach the right audience.
However, with diverse channels available, each with its strengths, here are some of the most effective channels for B2B lead generation:
Industry Publications:
Partner with relevant industry publications and websites to showcase your expertise and reach a highly targeted audience already interested in your niche.
Social Media Platforms:
Leverage the power of social media platforms like LinkedIn and Twitter to share your content and engage with potential leads. Consider collaborating with industry influencers on social media to amplify your reach. (Influencer marketing)
Content Marketplaces:
Explore content syndication platforms like Outbrain and Taboola to promote your content to a wider audience based on specific demographics and interests. These platforms allow you to target users who are actively consuming content related to your industry.
Online Communities:
Participate in relevant online communities and forums by sharing valuable insights and linking back to your high-quality content. By establishing yourself as a helpful resource, you can attract leads organically.
Must Read: 5 Top Free Content Syndication Platforms to Boost your Content Reach
Content Repurposing: How to get Maximum Value of Your Content
Content syndication doesn't require a constant stream of brand-new content creation.
According to contently 60% of the marketers reuse the content 2 to 5 times.
For instance, one can produce "snackable" content based on existing content assets, improving customer engagement.
Here are a few more ideas to repurposing content to extend the reach of your existing high-performing content:
Transform Blog Posts into Infographics:
Convert data-driven blog posts into visually appealing infographics that are easily digestible on social media platforms.
Extract Snippets for Social Media Sharing:
Create bite-sized, engaging content snippets from your blog posts to share on social media and pique audience interest.
Develop Slide Decks from White Papers:
Repurpose key takeaways from white papers into compelling slide decks for webinars or presentations.
Must Read: The B2B Marketer’s Guide: Choosing the Best Content Syndication Vendor
Measuring the Success of Your Content Syndication Strategy: Data Drives Optimization
Tracking the effectiveness of your content syndication efforts is crucial for ongoing optimization. The key metrics to monitor are:
Lead Generation:
Track the number of leads generated from each syndication channel. Analyze which channels are delivering the most qualified leads and tailor your efforts accordingly.
Website Traffic:
Analyze how syndicated content drives traffic back to your website. Identify which content pieces resonate most with your target audience and optimize accordingly.
Must Read: Mastering B2B Product Content Syndication: A Comprehensive Guide
Beyond the Numbers: The Art of Nurturing Leads
Content syndication generates leads, but it's only the first step. To convert these leads into customers, you need a robust lead nurturing strategy. Here's how:
Automated Email Sequences:
Develop targeted email sequences that provide valuable content, educate leads about your solutions, and nurture them further down the sales funnel.
Personalized Outreach:
Follow-up with qualified leads through personalized outreach, addressing their specific needs and pain points.
What are Best Practices for Content Syndication?
The content syndication landscape is constantly evolving. Here are some best practices to ensure you stay ahead of the curve:
Respect Copyright Guidelines: Always adhere to copyright guidelines and attribution requirements when syndicating content.
Prioritize Quality Over Quantity: Focus on syndicating high-quality content that provides genuine value to your audience.
Track and Adapt: Regularly monitor your content syndication performance and adapt your strategies based on data and audience feedback.
Content Syndication – Get more Traffic and more Leads
By strategically placing your high-value content in front of the right audience, capturing leads effectively, and nurturing them through targeted campaigns, you can significantly boost your lead generation efforts.
Remember, content syndication is an ongoing process. Continuously refine your approach based on data insights, embrace content repurposing techniques, and collaborate with industry partners to maximize the impact of your content and keep your lead generation engine running smoothly.
