When your carefully crafted content goes unnoticed- It feels frustrating to be ignored and rejected.
Every piece of content you create, and syndicate faces a maze of deliverability obstacles before it reaches its intended audience.
The success of your content syndication efforts hinges on three crucial factors:
- Delivering high-quality, engaging content tailored to your audience's interests.
- Select platforms that align with your audience's preferences.
- Continuously monitor and optimize KPIs using robust analytics tools.
If you struggle to deliver content to the right audience and maximize its impact, paid content syndication will help you achieve these goals.
In this blog post, we’ll cover the best-paid content syndication practices that you need to be aware of to make this tactic work for your business.
What is Paid Content Syndication?
Paid content syndication involves paying for content distribution through professional syndication companies or various content syndication publishers. It stands out for its ability to amplify content visibility quickly and effectively.
Examples of paid content syndication platforms include Outbrain, Taboola, and NetLine.
But how paid content syndication is different from the free content syndication.
Paid vs organic content syndication:
Leverage Paid Content Syndication to upgrade your syndication effort
Unlike organic content syndication, which relies on slower, partnership-driven growth, paid syndication leverages advanced platforms and precise targeting to deliver content quickly and effectively to the right audience.
Here are some reasons to opt for paid content syndication.
Enhanced Reach and Visibility:
Leverages established platforms to expand content reach and boost brand awareness.
Improved Lead Generation:
Drives high-quality leads by targeting specific audience segments.
SEO Benefits:
Generates backlinks to your original site, improving your SEO performance and authority.
Cost-Effective Marketing:
More cost-effective than other strategies for easy budget management and higher ROI.
Enhanced Brand Authority:
By appearing on reputable websites, you establish credibility and long-term customer trust.
The benefits are delivered only when this strategy is properly executed. Let’s see what role paid content syndication plays in your marketing efforts:
Must Read: The B2B Marketer’s Guide: Choosing the Best Content Syndication Vendor
Role of Paid Content Syndication in your marketing program
Content Distribution:
Paid content syndication ensures that your high-quality content reaches the right people at the right time, maximizing engagement and impact.
Lead Nurturing:
By syndicating gated content, you can capture leads and nurture them through personalized content.
Strategic Targeting:
You can precisely target using the targeting using demographic, firmographic, and behavioral data.
Paid Content Syndication platforms & models
Paid content syndication has numerous benefits. Each content syndication platform has its own strengths, user base, and cost structure. Selecting the wrong platform can result in low engagement and poor-quality leads. So, it's important to evaluate platforms based on your specific goals and needs.
But how do you choose the best one, here are few tips to help you:
Outbrain:
It’s a native advertising platform that places your content on premium publisher sites that are known for high engagement rates.
Taboola:
Integrates content recommendations on popular websites, driving traffic and engagement through native placements.
LinkedIn Sponsored Content:
Leverages LinkedIn’s professional network, allowing for precise B2B targeting based on industry, job title, and other professional criteria.
NetLine:
Specializes in B2B content syndication, offering a vast database of professional contacts for targeted outreach.
Well, paid content syndication can be expensive. And managing the cost without hurting the ROI can be challenging.
Must Read: Different Types of B2B Content Syndication
So, you’ll want to negotiate on the pricing model and closely examine it. Consider the following:
Cost Per Click (CPC):
You pay for each click your content receives, making it a cost-effective option for driving traffic.
Cost Per Lead (CPL):
You pay for each lead generated, ensuring that your investment is directly tied to lead generation outcomes.
Cost Per Thousand Impressions (CPM):
You pay based on the number of impressions your content receives, ideal for brand awareness campaigns.
Consider this checklist before investing in Paid Content Syndication
Paid content syndication can be expensive, particularly when using cost-per-lead (CPL) or cost-per-click (CPC) models.
So, before investing in paid content syndication, consider the following checklist to choose the best fit without risking your money:
Check for the filters they offer?
Nobody wants to lose money on useless contacts. That’s why choosing a provider that offers multiple criteria for filtering is recommended. More extensive the filters, the better the quality of leads.
Here are some filters to consider:
- Geography
- Industry
- Company demographics
- Job Title
Do they reach the right audience?
Your content syndication provider should have a network of publishers who publish your content. It’s crucial that their network includes publishers of your target audience. Otherwise, it won’t bring the leads you are hunting for.
To get started, you need to create a B2B buyer persona that you want to attract through your content. Next, find the vendor that connects you to that persona.
Do they deliver quality leads?
Sales is the ultimate goal of your marketing success. If your sales team is unable to convert most of the leads-- this might be because the accounts don’t fit the buyer’s personality or are fake.
To avoid this, your provider should have systems in place to filter authentic traffic, so that when your marketing team nurtures them, those content syndication leads are more likely to convert.
Are they authentic?
Before investing in services, read online reviews, case studies, and other social proofs. If the provider uses dubious distribution channels or shares your content unflatteringly, it can wreck your marketing efforts.
Optimizing Your Paid Syndication Strategy for Better results
Tailor Your Content:
Customize your content to fit the format and audience preferences of each syndication platform. For instance, articles might perform better on LinkedIn, while videos might be more engaging on platforms like Outbrain or Taboola.
A study cited by the Harvard Business Review found a 40% increase in willingness to purchase when buyers receive content tailored to their specific needs
A/B Testing:
Regularly test different headlines, images, and calls-to-action (CTAs) to determine what resonates best with your audience.
According to HubSpot, A/B testing can increase your conversion rates significantly by identifying the most effective elements of your content.
Set Clear KPIs:
Establish clear key performance indicators (KPIs) such as engagement rates, click-through rates (CTR), and conversion rates to measure the success of your campaigns.
Use Analytics Tools:
Implement robust analytics tools to track and analyze the performance of your content. Platforms like Google Analytics, HubSpot, and native tools provided by syndication platforms can offer valuable insights.
Regularly Review and Optimize:
Continuously monitor performance data and make necessary adjustments to your strategy. This iterative process helps refine your approach and maximize ROI.
Paid Content Syndication vs. Other B2B Marketing Strategies
When compared to other B2B marketing strategies, paid content syndication offers unique advantages:
SEO:
While SEO focuses on long-term organic growth, paid content syndication provides immediate visibility and traffic. Properly syndicated content drives backlinks to your websites, strengthening the search engine ranking.
PPC:
Paid content syndication integrates content in a more native and engaging manner, often leading to higher engagement rates than traditional PPC ads.
Email Marketing:
While email marketing targets an existing audience, paid syndication helps expand your reach to new potential leads.
Social Media Marketing:
Social media platforms may limit your reach due to algorithms, whereas paid syndication ensures your content reaches a targeted audience.
By understanding and implementing these strategies, you can optimize your paid content syndication efforts for better results, higher engagement, and a greater return on investment.
Why Settle for Less?
Why settle for content syndication platforms that only tick a few boxes? Instead, find a vendor that offers comprehensive paid content syndication services-- ensuring your pipeline is filled with high-quality leads.
