Your First Steps in Adding Intent to Content Syndication
Your content could be the most educating, engaging or visually appealing available, but it won’t produce desired results if it’s served up to the wrong audience. If you didn’t know, a whopping 94.3 percent of pages get zero traffic from Google. Maybe those prospects just aren’t that into you.
However, by adding intent to the content syndication process, you can get your content right in front of the target audience and boost your site visits and page views. Intent marketing leads to targeting that’s more granular and sophisticated. Who wouldn’t want that!
Why Add Intent to Content Syndication?
Traditionally, one goal of content syndication has been to republish an existing blog or other content on one or more third-party media channels to:
- Expand brand reach
- Connect with more readers
- Increase quality leads
- Encourage conversions
You might not reap the benefits above if you don’t target the right audience with a content syndication strategy. Sometimes brands try to publish their content on as many websites as possible without determining their relevance. No doubt, this results in wasted efforts and resources. Intent intelligence can avoid this.
By assimilating buyer intent, particularly third-party data, into a content syndication strategy, you can make more informed decisions about where to republish your content. Your intent services partner may also be able to help you with well-focused websites for your messages.
What Is Third-Party Intent Data?
Consider this case. We know that intent data helps B2B sellers uncover who’s visiting different sites and what content they’re consuming. That’s how you identify prospects researching topics relevant to your brand.
But how will you know about third-party sites – the purchase intent of their target audience? This is where third-party intent data falls into place.
Third-party intent data, also known as external intent data, is available through third-party providers. These providers collate the prospect’s data at IP level or through shared cookies curated from several millions of website visits.
They provide you with the most valuable information of prospects, such as – the number of times they watch any video, download an eBook, share an infographic, or read a blog.
With these details, you can identify the right sites for your syndication strategy.
Note that some publishers may not have high traffic as the most authoritative sites. However, it might have a bigger impact on your potential customer’s purchase decisions. So, what matters the most is your reader’s intent, not the numbers!
The extensive reach of our Content Syndication network uses the power of intent to find exactly the right B2B personas and audience for your content, when they’re in-market looking for answers.
How to Add Intent to Content Syndication?
To position yourself as a source of reliable advice and best practices, leverage intent data in your content marketing and syndication procedures.
Recognize the Direct Correlation
The benefits of B2B content syndication can be many. However, to reap some, you must train your team with intent monitoring. Some may have an in-house team to track their prospect’s behavioral pattern but integrating it with content syndication requires a whole new skillset.
You’ll need a team to identify prospects by analyzing intent data and thereby filter qualified leads from unqualified ones. Working with a B2B content syndication partner like True Influence will simplify this process.
Once you leverage intent data to recognize the direct correlation between buyer’s interest and your content syndication, you can undoubtedly achieve a huge competitive advantage.
To maximize the performance, you can correlate purchase intent with data fields like – demographic, firmographic, and geographic details of a prospect. This assists you in matching targeted customer profiles with their behavioral pattern.
Create Personalized Content
It should be obvious by now that intent data offers numerous competitive advantages. And one of its most important abilities is to assist you with the content syndication process.
By analyzing the customer’s purchase intent, you’re in a better position to develop content that matches their interest. In fact, learning intent behind buyer persona research helps you create articles that speak to the background of the target market and address their business problems.
When you do such things, you establish authority and credibility as a provider and reap optimum value from syndication strategy.
Discover the Right Publishing Partner
As the last step, distribute your content to the right publishing partner and expand your reach.
Make sure your partner stays abreast of marketing trends, including content syndication. Check how innovative they are. For example – do they leverage intent data to identify if a prospect’s behavior aligns with a purchase intent?
Clearly, it’s essential to choose a content syndication partner that gets your content in front of potential buyers and delivers quality leads to your company.
Now It’s in Your Court
With more information at your fingertips, you can perform content syndication activities more effectively. Why delay? Integrate intent data into your content syndication process and gain quicker access to warm leads.
If you’re interested to learn more on adding intent data to your marketing mix, download a copy of our eBook – Quick Start Guide to Intent-Based Marketing. Also, check out these other content syndication articles: