Obviously you’re interested in Content Syndication, and you’re looking for ideas, so let’s just jump right in!
How does content marketing impact your B2B conversion funnel? The sales pipeline follows potential buyers through the stages of their purchase journeys, and at each stage, they seek particular types of information. So it follows that easily finding content that answers questions moves buyers through this journey faster. What can you do better to accelerate buyers through their journey? Find ideas in these 15 tips.
Here are a few examples:
Tip #3 – Put the Work Into Buying Group Personas
It’s just Marketing 101 to understand the needs and interests of buyer personas who read your content. What’s not always so well understood is that you also need to look at their role in the context of the buying group. Like many marketers, you may already know how to define personas, but in the B2B world, you have to think of them as members of a team with different interests and a common goal. For example, the IT Director has a different perspective than the Procurement Lead. Think about buyers in terms of particular information needs by role, and then tailor content accordingly.
Tip #9 – One Piece of Content Leads to the Next.
If your content syndication strategy isn’t doing much, maybe you haven’t given it anything to do. Don’t think of content as standalone pieces, but as stepping stones to a purchase decision. Don’t send prospects down a dead end without somewhere to go next. With each piece of content you offer, have in mind what you’d like them to do or know or ask next. It’s not about arriving at some piece of content, but getting to an idea and using that to build on the next.
Hey, content syndication takes effort, but at least you don’t have to start from Ground Zero. Use these tips to improve or build a solid plan.
Resource #2 – Case study video: Intent Makes B2B Content Syndication a Powerful Strategic Prospecting Tool
Marketers may avoid content syndication if they’ve had a bad experience in the past. In this video case study, Nick Robinson, SAP North America’s Digital Demand Generation Director, found that simply buying bulk respondents from B2B content syndication networks was a waste of budget. While respondents had interacted with SAP’s content, there was no way to be certain that the company where the lead worked was actually in-market. The respondent may have just had a personal interest in enterprise software. Or the contact might not be in a position to meaningfully influence that final purchase decision.
“We would go to media providers and say give us a very broad segment of responders back, so we can market to them,” Robinson said. “But what we realized over time, there was a lot of waste in that type of media buying, because we weren’t reaching people who would ever be in the market to buy solutions that we provide.” You’ll want to watch the video to see how SAP solved that problem with a different approach to content syndication.
5 Tips: How to Use Content Syndication for Strategic Prospecting
Companies often either rush content syndication leads directly to Inside Sales, or drop them in bulk into a generic nurturing program. Neither of these approaches make sense. A smartly crafted B2B content syndication program that includes intent signal monitoring will indicate the purchase intent of every lead it generates — just as if the response came from an in-house list. Unless your metrics say you’ve caught a hot prospect at the right time (it does happen), find the correct entry point in your nurturing workflows for every content syndication lead. They’ll perform exceptionally, having been fed by good content.
Intent-driven B2B content syndication provides benefits to Sales and Marketing teams, including use of intent as a strategic prospecting tool, as SAP found. Use the five tips in this piece to reap the benefits that SAP and other leading companies see from prospecting with intent-driven B2B content syndication.
Resource #3 – Top B2B Content Syndication Tips
While just over a quarter (28%) of marketers in this research said they understand the concept and are seeing rewards, more than double that number of respondents (60%) remain at the “just curious” stage of syndication planning. There’s clearly a lot of room for development around content syndication in the B2B space.
Researching buyers will see the content that’s easy to find, and choose the content that answers their questions, and 90% of searchers haven’t made their mind up about a brand before starting their search. (Source: Status Labs, 2018) Don’t be left behind and forfeit those engagement opportunities to competitors or to simple buyer inertia. According to figures in this piece, you have a real chance of gaining a competitive advantage by implementing or optimizing a content syndication strategy for B2B demand generation. This resource contains 9 tips for content syndication strategies.
Content Syndication Lead Targeting 101
B2B content syndication without a target is no more effective than any other marketing strategy that operates with no understanding of your audiences. Without targeting, you run the risk of inflating your Customer Acquisition Cost (CAC) without scaling your Lifetime Value (LTV). Targeting can either be generalized or explicit, and this is what you’d expect with explicit targeting:
To further target prospects with your B2B content syndication, this piece also explains why certain types of content are best geared toward a certain lead type, business or role you’ve identified for acquisition. Consider these examples of B2B content at work:
Content devoted to email marketing attracts a potential lead in a marketing role, but in various company sizes.
Content about sales operations will probably lean towards mid-sized to large companies.
Content on marketing automation for a B2B company versus a B2C one.
Case studies on a specific industry attract a niche audience within that industry.
Content Syndication extends the reach of your best content to prospects who aren’t currently on your opted-in lists. The most successful Content Syndication programs use high-quality assets that have already earned business by addressing decision-makers who fit your personas.
Prospect personas are particularly important in Content Syndication, since many of the leads won’t come from your named accounts list. That’s one of the payoffs, but to get Sales excited about following through, you need to demonstrate a tight fit with your desired audience, including decision-making authority, and potential revenue from targeted accounts.
It’s smart to evaluate pipeline gaps or sticking points, and then put programs in place to smooth out the rough spots and keep the sales funnel moving toward closed business. The B2B purchase journey is so fluid that you can’t simply create a lead at the early engagement stage, and presume you’ll own that relationship all the way to close. Decision-makers constantly research and re-research big purchases until they make the final call. Great value-add content assets are the hook to connect with them throughout this process and create a steady, predictable flow of new business. Dig deeper to learn more about content assets and personas.
Don’t confuse content syndication with lead generation. It’s a common mistake, but here’s the difference: think of Content Syndication as an introduction to a prospect you want to further engage with pertinent content. It’s usually not ready to yet process as a lead, and pass to sales, but you still need to stay connected until that happens.
When all is said and done, the sole purpose of content syndication is to generate leads. However, more important than just collecting a list of contacts, B2B marketing is about building relationships with prospective buyers, and that’s also the job of content.
Content syndication is a way to engage, and a solid strategy raises the bar on your overall B2B demand generation. Here are a few tips to get started. Find more in this article.
Content syndication expands your audience, creating more opportunities to drive awareness and interest. A strong content syndication strategy will fuel your lead generation activities. If your content provides significant value to prospects, you’ll experience greater open and click-through numbers. Pairing content syndication with strong lead generation should point target audiences toward your brand as the optimal solution to their pain points.
Resource #6 – How to Choose the Right B2B Content Syndication Partner
Enterprises often find the job of content syndication is out of their wheelhouse, so working with a partner is quite common. To find the best partner for your business, this piece offers a number of questions and topics to cover. For example, find out how they tracked the cost-per-lead that was generated. Make sure you stress the importance of increasing performance, while decreasing costs. A smart vendor will already understand that.
The content syndication vendor you select should show you in advance how your content will be displayed. This is one area in which you definitely don’t want to be surprised. Make sure you include your marketing operations team in these discussions to determine the preferred method of accepting and incorporating leads into your existing B2B content syndication strategy.
Top 5 Questions to Ask Content Syndication Partners
1. What is the make-up of their target audience?
2. How will your content be displayed on their site?
3. How will your leads be delivered?
4. How valuable were leads that other B2B content syndication candidates delivered to other clients?
5. Do they completely understand the conversion process?
Content syndication has proven itself on many levels, so if it’s not part of your B2B demand generation, you owe it to your company to take a closer look. This collection of content syndication resources will help you make your next move.
If you’d like to talk real-time about content syndication, we’re happy to have that conversation. Just call us at 1-888-301-4758.