How to Use B2B Content to Attract Quality Subscribers

When marketers understand what their prospects do and look for across the funnel, brands can focus on providing those answers through excellent B2B content. 

How do B2B marketers know who’s looking for what? Intent data is the gateway to knowing the what, where, recency and frequency of how B2B content gets consumed online. Then you can set up to attract and retain those viewers as subscribers for more relevant, educational content. From there, you have a perfect path to building relationships with buyers who engage. 

How B2B Content Syndication Works

Content syndication means republishing the same piece of content — an article, a video, an infographic, etc. — on one or more different websites. Publications big and small like to syndicate content because it helps them give fresh information to more readers. The original authors also benefit from this practice since it gets their brand in front of new audiences. It’s a win-win.

Intent-led content syndication outperforms most marketing channels in building subscriber lists – a valuable asset for businesses. Content may be syndicated through emails sending readers to a website to access the content. and perhaps supported by a surrounding or well timed display ad campaign for added lift. It may be targeted paid ads that bring prospects to a website lured by the promise of content. Based on behavior signals, marketers can customize email outreach around high-value content assets. You can target your paid ads to specific personas as well. 

Grow Quality Email Subscribers with B2B Content Syndication

Content syndication can boost subscribers by driving prospects from the syndicated content back to your website, where you can capture important info about them. Intent data can tell you about what kinds of sites your personas frequent, what content interests them, their journey stage, all kinds of context can be seen in intent data. By providing the right conversion, you can encourage subscribers who are already somewhat qualified. 

The expression “the money’s in the list,” holds true, as good email lists generate quality leads by sending relevant content to an in-market inbox. The list may be grown from visitors on industry or publishing sites. These contacts become subscribers when they agree to accept future content via email from a particular publisher or marketing brand. 

5 Ways to Engage Prospects and Build Relationships with B2B Content

But how to build such a powerful list using B2B content? The secret to boosting subscribers from content syndication is consistently helpful content. Here are ways to push readers to your content that’s been republished elsewhere from the current page or website.

1 – Create Useful, Educational Blog Posts

When it comes to developing content, any of these proven blog types position your B2B brand as a thought leader. Useful content like this attracts the attention of the right prospects.

Influencer Blogs – Interview experts in your area (internal and external) about useful topics. B2B marketers can come up with strong content ideas by analyzing buyer intent data. Study behaviors for interests, and challenges. You’ll get clues about what questions drive them to seek answers. Learn these details, especially around the challenges, and get the blogs going. Be sure to include subscriber opportunities 

Case Studies – Distributing customer stories on syndicated sites build credibility amongst prospects. For instance, our case study with Gartner highlights how the average conversion across all partners is 40 percent, but the True Influence conversion is 60 percent. Sharing such case studies serve as a rock-solid foundation for businesses.then share the stories of how experts resolve them.

Repurpose existing content – You can also republish your infographics, how-to posts, and whitepapers to syndicate content on third-party sites. But as always, ensure it’s personalized, unique and relevant to their audience. Use content syndication performance data to spot the topics in your existing content that capture the most interest with that persona. Those might be the first ones to consider for repurposing.  

2 – Entice and Convert Readers with Real Value

Transform blog posts into lead magnets by supplementing them with bonus content that buyers want to read. Use your own blogs to syndicate content and build interest. You hope to persuade blog readers to share their business emails with the promise of more useful content in the future. 

Some marketers run giveaways to build subscriber email lists or offer free ebooks or limited-time free trials to services. Using on-target content helps ensure the contacts you gather this way have some degree of interest in your content topics. 

3 – Give Meaningful Conversion Steps

There’s no better time to introduce your next conversion step than at the end of a good blog. 90 percent of visitors who read a post also read the call-to-action (CTA) copy. Therefore, include a strong content CTA while concluding your blog. It should lead to a new subscriber for your distribution channels and syndicated sites. 

Experts recommend including these three things in a CTA section:

  • Your post summary
  • Introduction to bonus content
  • Download option to get it directly from syndicated site

4 – Create High-impact Bylines for Your Content

Create a customized byline matching with your syndicated blog post or other content. Your byline should explain what you offer the reader and a link to learn more about the same topic as your content.

For example, the byline of a marketing exec with a syndicated article might look like this:

Mr. X is a marketing executive in [company name]. He’s one of the top 25 enterprise software marketers in the US, and he’s authored a number of articles. He helps companies use technology to capture, nurture and convert leads. 

You would hyperlink the anchor text back to backlink an appropriate page on your web site: capture, nurture and convert leads using tools like these. 

5 – Be Open for Content Syndication Opportunities

Find intent-led content syndication partners who’re willing to publish your blog post (or other formats) on their websites and syndication sites. Start building a list by conducting a search for keywords like:

  • “This blog was originally published on…”
  • Sites accepting syndicated content

These words help you find blogs and other sites that syndicate content. 

Don’t Ignore the Potential of Your Content

Ignoring the potential of content syndication is a mistake. B2B buyers want and need good, useful content. Work to curate exceptional content that also keeps buyers and publishers coming back for more. With enough effort, you’ll see growth in your subscriber numbers — leading to more clicks, conversions and contacts.

Jump into our other blogs on content syndication to learn more.

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