There’s one challenge that’s common among most B2B marketers—producing high-quality leads through content.
In fact, 61% of marketing companies rank this as their biggest challenge. Despite investing in content, many fall short of generating valuable leads.
Yes, a bulk of marketers scramble when utilizing content to grow leads.
Here, B2B content syndication offers an excellent opportunity.
It offers a solution by:
These are the reasons 30% of B2B experts see content syndication as the most effective lead-generation tactic.
But why do so many marketers struggle with this?
It’s because they aren’t leveraging content syndication effectively.
Let’s explore how a well-planned B2B content syndication campaign can help you overcome these challenges and drive better lead generation. First, let’s start with the basics.
B2B content syndication involves sharing your top-performing content across third-party platforms and distribution channels.
With specialized content syndication platforms, you can also access valuable services like
Overall, this strategy helps you generate high-quality, near-purchase prospects while maximizing your marketing ROI.
Now, you can utilize a large spectrum of media types and formats that are appropriate for content syndication. According to research, the most efficient B2B lead-gen content categories are as follows:
Additional effective formats include eBooks, poll results, podcasts, and infographics.
As a B2B enterprise, your marketing team distributes materials to achieve various objectives and gain from the multiple benefits of content syndication, such as:
Resource distribution via the best B2B content syndication providers is a productive option for your firm when approaching targeted groups. Such groups include clients who are incredibly motivated and are present in the market for particular goods and services.
Republish materials through B2B marketing content syndication platforms with access to their intended audiences. Then, you can elicit responses including:
This attracts more clients so your sales staff can close follow-up contacts and conduct outreach promotional campaigns.
Companies that only post on their websites and networks minimize the potential ROI of their subject matter. However, you can tactfully use content syndication to republish high-performing content across multiple sites. It amplifies your long-term ROI.
The B2B buying process is complex — with timelines of up to six weeks – involving a minimum of three stakeholders.
Moreover, the typical B2B customer absorbs 13 pieces of information before making a purchase. They mostly locate such resources on websites, Google searches, and social media.
However, creating high-quality B2B content—such as research papers and engaging workshops—requires significant investment. To make that investment worthwhile, you need to ensure your content reaches the right audience.
That’s why content syndication is essential.
You can connect with potential customers outside your usual reach by distributing your top-performing content through specialized syndication channels.
Content syndication maximizes the value of your best content while generating reliable, high-quality leads.
Again, many marketers struggle to tie their content efforts to measurable outcomes like customer acquisition. Metrics like page views and downloads don’t always translate into new customers.
Conversely, content syndication drives direct lead generation, which has a more tangible impact on your bottom line.
With an expected increase in lead-gen costs in the coming years—syndication provides a cost-effective solution to fuel your pipeline with qualified prospects.
Are you concerned regarding your SEO techniques and the possibility of sanctions placed by search engines such as Google? Well, you don't have to be as long as you recognize how to do it accurately.
Your third-party platform must certify that the content's original author and source are from your official website. Your partners can achieve this by employing conical tags.
You could do content syndication by yourself or work with a B2B content syndication provider. Your hired agency should have significant experience with syndicating content through omnichannel marketing campaigns.
In any case, take into account that B2B content syndication primarily generates cold leads for your organization.
What’s the difference between cold and warm leads? Explore the differences.
Choosing the appropriate syndication channels can mean the difference between increasing content ROI and incurring significant costs for impression indicators.
We have outlined five of the best content syndication campaign strategies that deliver results in the current economy.
Filtration of leads by sector, demographic groups, and connections' job descriptions guarantees that prospects portray capable and interested purchasers.
B2B content syndication vendors accept complicated filter series and provide service contracts. Here, you just pay for prospects that meet specific requirements.
Depending on the firm's scale and circumstances, precise quantities of prospects—ranging from hundreds to thousands—may be required.
Syndication collaborators who can accommodate initiatives as required deliver more cost-effective outcomes.
One-time connections do not always depict solid leads, even within highly focused audiences.
Multi-touch initiatives boost the chances of a single-time webcast participant progressing to become a Marketing Qualified Lead (MQL).
How?
By interacting with users repeatedly.
You can accomplish this by planning contextually predicated dynamic tech webinars.
For example, you may set up a strategic plan to nourish leads premised on the number of webinars people join and the degree of participation demonstrated by the invitees.
Read more: Content Syndication to Generate MQLs
Account-based marketing (ABM) aims to reach out to particular target accounts within one small subset through personalized initiatives customized to each account.
ABM works well for B2B firms wanting bigger accounts and lengthy business partnerships. However, the information conveyed to ABM prospects must be tailored to their particular criteria and include more technologically sophisticated user experiences.
How?
By including events and webinars on specialty industries and technological advancements.
67% of B2B marketers intend to increase webinar investment in the future. Plus, 80% aim to boost spending on audiobooks like podcasts.
Efficient B2B content syndication marketing campaigns include a company's greatest attributes. This incorporates video content, recordings, and webinars instead of only text-based materials like research papers and publications.
As you’ve seen, content syndication is among the most dependable B2B marketing strategies.
Therefore, let’s now check out some of the best B2B content syndication campaign best practices that really produce results.
Whenever it involves content syndication, everybody has specific aims.
If you're able to define what you want to accomplish with your initiative, your next steps will be crystal clear, resulting in more positive outcomes.
Content syndication campaigns can be customized to meet your specific objectives. They perform effectively when you know exactly who you want to approach.
To help you out, here are a few of the most prevalent lead-targeting variables that marketing departments choose when creating campaigns:
NOTE: If you've got a particular audience in mind, choose one content syndication service that is a leading company within this space. It MUST possess the necessary track record to back up it.
You've probably already spent years developing great content. Simply reuse the most compelling content pieces from your assets catalog.
As a bonus, rehash your current materials in new outlets to stretch your content production budget. This will provide ROI statistics for the forthcoming time you have to allocate funds for further content contracting.
We suggest that you begin your program with the top three most effective internal assets. Tech purchasers consume a massive amount of information. In reality, 55% of IT buyers consume three to ten content pieces per month or more.
Did you ever download a content piece that piqued your interest as a marketing manager? But later, you only received a telephone conversation immediately with an appointment! How plausible were you in answering that phone call?
It was most likely a little too soon! Therefore:
For example, if you start receiving your leads daily, have email follow-up automation set up and prepared to be sent. You can then simply upload your prospects to them every week and start all the activities.
NOTE: It's natural for some people to ignore email follow-ups. Add individuals to more generalized newsletters or promotions rosters to keep them comfortable and acquainted with your company.
If they open any of these emails, upgrade them to supplemental email automation crafted to pique their curiosity. If they start engaging there, transfer them to revenues.
Here’s some more information about quick email automation. Check it out!
Content syndication is indeed an important component of brand marketing. Hence, a content syndication initiative must be assessed. You can evaluate its effectiveness by quantifying the following elements:
An increase in traffic to your homepage is an essential indicator of the success of content syndication.
If more leads become involved in your homepage, traffic will significantly increase. Your incoming traffic will soar if you use strategies such as PPC, guest posting, or promotions on social networking sites.
Metrics of successful brand augmentation include:
As brand augmentation improves, other indicators strengthen. Various companies employ various methods to assess brand lift.
ROI is a critical KPI for evaluating content syndication campaigns. Monitoring ROI can help determine the effectiveness of your B2B content syndication initiative.
What is the goal of operating a content syndication initiative? It is to improve your customer acquisition efforts. Monitoring conversion on the subject matter on the third-party online platform will be difficult.
As a result, a B2B marketer must establish effective measurement techniques to monitor and analyze conversions following the campaign.
Once you roll out a B2B content syndication campaign, you unquestionably want to boost the number of prospects. However, you must also be conscious of the quality of prospects.
What should excellent lead quality be? It's a lead that meets the SQL requirement. Concentrate on outbound techniques to ensure lead performance. Prospects can be qualified based on the available information.
Revnew's professional content syndication crew can assist you in implementing a holistic syndication plan in a matter of weeks, with guaranteed leads arriving within the specified timeframe.
Your goals, lead filter preferences, the number of guaranteed prospects you want, and when you require them are all that are required. We'll handle everything else!
Revnew is ready to turn your goals into guaranteed results.