92% of B2B marketers say content is a valuable business asset driving long-term ROI. Marketers leveraging content marketing witnessed an incredible 15% to 58% year-on-year increase, with 89% reporting stronger ROI surpassing traditional marketing approaches. - Forbes report.
Content syndication is a powerful tool for amplifying your reach, elevating brand visibility, and driving traffic to your website. By republishing your content on third-party websites frequented by your audience, you can tap into new audiences and build brand authority.
However, when content syndication is not executed properly, it can backfire, risking the dilution of brand messaging, SEO penalties, and lost opportunities. Understanding common content syndication mistakes is crucial for syndicating content at its best and reaping maximum benefits.
So, let's delve into the common mistakes B2B marketers make and the measures to avoid them. Knowing what's wrong and how to avoid it is crucial for drafting a winning B2B content syndication strategy.
Must Read: Content Syndicatin + ABM: The Targeted Approach to Maximize ROI
5 Critical B2B Content Syndication Mistakes Marketers Should Avoid!
1. Choosing the Right Partners
Vendors and channel partners distribute your content across relevant third-party websites to significantly enhance brand presence and engage with target prospects and decision-makers. But when selecting vendors and channel partners or platforms for content distribution, make sure you align it with your brand message and quality standards. Misalignment obscures your brand message, leaving the audience uncertain.
Consider the following questions when selecting partners:
- What are their strengths in terms of audience, niche, and content?
- Which distribution channels and methods do they prefer for content distribution?
- What is their proof of concept, delivery timeline, and returns policy?
- Do they follow data privacy ethics and requirements?
Choose partners that align with your brand values and messaging. Consider their SEO strengths to boost content visibility.
Must Read: 5 Top Free Content Syndication Platforms to Boost your Content Reach
2. Ignoring SEO Optimization Best Practices
Syndicating content without considering SEO optimization can lead to canonical tag issues, punishing your website in search engine optimization. Follow these five measures to mitigate SEO risks:
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- Use canonical tags to indicate the original source to search engines.
- Ask your syndication partners to add a no-index tag to prevent their versions of content from being indexed.
- Generate snippets and summaries of content to direct readers to your sites.
- Update your content to keep it relevant.
- Analyze and monitor your SEO performance for syndication efforts.
Must Read: What is B2B Content Syndication and Why is it Important to Choose the Right Platform?
3. Not Focusing on Content Quality
Content is king, but only when it's of high quality. In the rush of syndicating content across various channels, quality often takes a back seat. High-value evergreen content helps establish your brand authority and leadership, driving traffic to your website. Whether it's educational articles, in-depth case studies, or thought-provoking videos, prioritize quality above all else.
Must Read: Mastering B2B Product Content Syndication: A Comprehensive Guide
4. Measuring the Success Inaccurately
Merely measuring the performance of your syndicated content is insufficient; you need to track its progress comprehensively. By leveraging these insights, you can refine your content and develop a syndication strategy that works best for you.
This process demands consistent and patient efforts. Revenue returns from a well-planned and executed B2B content syndication campaign may take time to materialize.
Moreover, leads generated through content syndication typically sit at the top of the funnel, meaning they are in the early stages of the customer journey. This underscores the importance of nurturing these leads before they progress to the sales stage. Once they do, they should be directed towards the sales decision. All in all, the short-term content syndication program is flawed.
Must Read: Types of B2B Content Syndication
5. Forget to Nurture Leads!
Generating leads and forgetting to nurture them is a common mistake. Leads, especially those obtained through content syndication, require a nurturing plan. Establishing a nurturing plan helps guide your prospects seamlessly through the funnel, increasing the likelihood of conversion.
Many marketers and salespeople mistakenly believe that sales is the ultimate goal of nurturing. However, the primary purpose of lead nurturing should be to educate and engage your leads. Surely, your efforts will pay off with the sales conversion sooner or later when the right time comes.
Key Takeaways
- Make sure your partners align with your brand message, target audience, and SEO goals.
- Use canonical tags and no-index tags, to avoid SEO penalties.
- Evergreen content that establishes your expertise will drive better results.
- Track your content's performance to refine your strategy and maximize impact.
- Building revenue from content syndication takes time. Leads are nurtured, not pressured.
- Don't just generate leads, guide them through the funnel with valuable content.
Content syndication isn't simple and requires a solid strategy to accelerate your pipeline and meet your revenue goals. By avoiding the common B2B content syndication mistakes we've discussed, you can unlock the full potential of your content to boost brand awareness and fuel your business growth.
