Content Syndication Resources for B2B Marketers: Part 2
Get Ideas for Content Syndication
We have so many good resources to share about content syndication, it’s just too much for one post. Part 2 in this True Influence blog series brings you several more content syndication practices and tools.
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.
- Broadly distribute content to match your target audience’s intent around a specific product or service you offer.
- Following through via targeted lead generation outreach helps turn prospects into customers.
- Providing helpful, informative content (versus a litany of product specs and services) positions you as a thought leader and valued content provider to your most prized targeted prospects.
- Create or repurpose your existing content in different formats to appeal to more tastes.
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.
5 Tips in One Place: 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.
More Tips – 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.
Our Last Content Syndication Tip – Attend the True Influence Summit
If you’re interested in the revenue opportunities of a data-driven future, register for the half-day virtual True Influence Summit on January 21. See the agenda here.