Content Syndication: From Asset to Asset to Customer

Fueling the B2B pipeline is a constant battle, and content syndication has been a gamechanger for marketers, especially smaller teams, who struggle to get enough leads to sales. For many smaller brands and large ones as well, intent-based content syndication brings in more promising leads that have serious interest.

How Content Syndication Builds B2B Pipeline

What’s different when intent monitoring is behind the content syndication leads you receive? That tells you these leads were assembled with data across multiple variables, and content engagement is just one piece of the picture.

Even smaller B2B brands can use intent behavior cues to deliver content outreach in a more relevant manner. There’s good reason to consider it for your strategy. Marketers can expect benefits like these from intent-driven content syndication:

  • Identifies top-of-the-funnel interest early in the sales process.
  • Top, middle and bottom level content consumption provides insight into pipeline progression.
  • Fosters a trusted business advisor relationship and establishes your brand as a thought leader.
  • Creates visibility into a buying process that has already begun.

When teams lack the experience or bandwidth internally, this capability can be delivered through a partner with managed services. Content syndication is an affordable, measurable process that brings in higher quality leads. It fuels the pipeline and keeps the sales engine happy.

Prospects Have Lots of Questions. So Should You.

Successful content marketing and syndication is all about smart questions. As a starting point, consider the assets your leads consumed to understand their problems. (Intent intelligence is your go-to.) From there, frame your own questions about prospects and their interests.

Use these starter questions to connect the dots from asset to asset to person:

  • What situation or problem led them to your content? Topics, search terms and formats give clues about buyer interest, journey stage and purchase decision role. Put yourself in their shoes.
  • How did the lead find your brand to begin with? What action did they take that brought this contact to your attention? Did they access gated content using a form or register for a webinar? What was it about? Who was it targeted to?
  • What type of asset did they engage with? A 20-page white paper or a 2-page buyer guide? Topics and formats give strong clues about buyer interest, journey stage and purchase decision role.
  • Is the content syndication asset they requested TOFU-, MOFU- or BOFU-level information? Evaluate your content library to make sure you cover all levels.
  • Is the asset written for novices or experts? Compare what you know about the asset to the job title and function.
  • Is the asset high-level or detailed? Compare this to job title, function and possible spot in the buyer journey.
  • What trends or challenges bring friction and opportunity to the contact’s industry? Do your homework.
  • Can you combine content insights with other buying signals you may already have about the account that could indicate buying group behavior?
  • Maybe the lead is already a customer who’s at risk of churn?

Intent-Driven Content Syndication: Use the Cues

Although content syndication is an established marketing practice, the ability to optimize it with data has never been greater. Intent intelligence reveals patterns and insights about in-market buyers, and the leads B2B marketers receive from True Influence content syndication have been infused with intent intelligence. When you’re ready to explore content syndication, we can set up a trial program for you right away.

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