5 Ways to Justify Content Syndication to Your Boss
Content syndication – distributing existing content via other venues and contexts — is an established lead generation strategy for many B2B enterprises. More and more brands are embracing this approach to maximize their reach. If you’ve not yet syndicated your content, you really need to talk to your boss.
We understand convincing the higher-ups can be tricky at times, so we’ve done some groundwork for you. Here are five ways to explain content syndication to your boss and add a new tactic to your toolkit.
How to explain content syndication: 5 tips
- Start with the Basics
One of the most critical steps is describing content syndication for people who don’t know much about it yet. This is perhaps the major hurdle to overcome as you try to convince someone to invest in something they basically don’t understand.
If you start pitching the new methodology and throwing around technical terms, your boss will more likely shut down and disengage from conversation.
So we suggest you start with the basics of content syndication and what it does for your B2B brand.
You can also use a few real-life examples to demonstrate its use. For instance, show how a B2B company similar to yours (or perhaps a competitor) leverages content syndication to get people to their website or order something from a product page.
- Highlight the Numbers
Once you’ve briefed them on the value of content syndication, present your leader with the statistics. Point out about competitors investing in this channel.
A study by Content Marketing Institute (CMI) has estimated that 46 percent of B2B marketers are already focusing on content distribution strategies, which includes syndication.
Image Source: CMI
According to this report, businesses leverage non-owned channels such as email, websites, events and social media platforms for organic content distribution.
By ignoring the potential in content syndication services, all those potential customers are headed right to whomever does the best job of meeting their information needs.
- Focus on the Benefits of Content Syndication
Here are top benefits to talk about when promoting content syndication to your boss.
- Helps your content gain additional exposure that wouldn’t be possible by solely posting on your website.
- Boosts organic traffic and drives high-quality links to your website.
- Enhances brand visibility and positions your brand as a thought leader.
- Helps your brand earn positive online word-of-mouth marketing (WOMM).
- Readers might visit your website and check out your solutions if they’re happy with the content.
Remember, the key here is to speak a language of return-on-investment.
At this step, you can also consider conducting a small test as a proof of concept. Consider republishing your blog on third-party sites and see if you can show an increase in reach.
Nothing will convince bosses quite like being able to demonstrate real-life results you can achieve with proven marketing practices.
- Dispel Common Myths Around Syndication
A lot of myths and misconceptions inevitably spring up around pushing your content to third-party sites. To get an enthusiastic “Yes” from your boss, you may need to dispel these myths.
Most common erroneous ideas people have about content syndication:
- Content syndication affects your SEO
This myth stems from the notion that search engines penalize duplicate content. But to spill the beans, Google has no issue with syndicated content.
You just need to ask your syndicating partner to add the “rel=canonical” tag to your republished posts. It will inform Google where the original content is.
- Content syndication will eat up your traffic
In reality, syndication places your article in front of a new audience and ultimately boosts your site’s traffic. Therefore, if you publish your content on third-party sites, you will not lose your audience, but gain more leads and a new revenue source.
- Content syndication is too costly
If budget is your only constraint, try vendors who can share your content for free. Some websites like SlideShare, Medium, LinkedIn Pulse, BuzzFeed and Quora are more than willing to publish your blog on their sites free of charge.
- Talk About Intent Data
There’s a chance that after you’ve shown all the benefits and dispelled the myths around syndication procedure, your boss might say, “Well, what’s the guarantee that your content reaches the right audience?”
This is where you should talk about intent data and ways to integrate it into the content syndication process.
Intent data goes way beyond your prospect’s basic geographic, demographic or firmographic information. Instead, it gives you the insight and understanding of when, where and what topics your prospects are exploring, thereby finding higher quality leads for your content.
Get Set to Start Your Content Syndication Strategy
Use the above reasons to convince your boss how content syndication gives your brand an extra exposure that it wouldn’t normally get. Want more help? Check out these articles to keep yourself prepared on this important B2B marketing topic:
- Content Syndication Can Be A Great Teacher, If You’re Willing to Listen
- Content Syndication: Find Customers You Just Haven’t Met Yet
- 11 Reasons Lead Generation Needs Content Syndication
For additional help, you can get in touch with intent and content syndication experts like True Influence.