Educational institutions, online course providers, and learning platforms are multiplying at an unprecedented rate.
Adding to it, Satista predicts 10.39% CAGR for the education market in the next 4 years.
Thus, reaching your target audience has become a monumental challenge.
Moreover, competition is fiercer than ever before. However, by including effective tricks in your marketing strategies, you can attract more education leads. One of those tricks is B2B content syndication.
In fact, our guide is all about sharing how you can gain high-value leads with syndicated content.
So, let's start from scratch.
As a B2B education marketer, you must understand what content syndication can do for your business. The syndication process lets you share your branded content with your target audience directly. For this, it uses 3rd party media partners, which create extended demand generation for your brand.
In this journey, renowned content syndication vendors are a great help.
The typical process that an ideal content syndication vendor follows includes:
Let us walk you through syndication advantages that significantly impact your organization's reach, engagement, and brand identity:
Content syndication enables educational companies like yours to extend their reach beyond the immediate network.
The process distributes your educational media channels. These include LinkedIn posts, cold emailing, and newsletters. It helps you tap into new potential audiences seeking similar services/products.
Thus, syndicating content across diverse platforms allows you to meet your audience where they are. This way, it increases the count of education leads.
One of the unique strengths of content syndication is the ability to target specific demographics within the education sector. Whether you want to connect with:
-syndication allows you to tailor your content distribution to match your ideal audience's interests and needs.
Consistent syndication of high-quality, informative content helps establish your educational brand as a trusted authority. When educators and learners encounter your content regularly across various platforms, it reinforces your expertise and commitment to the field.
Syndicating thought-provoking articles, research findings, or innovative solutions allows you to position your organization as a thought leader. It enhances your brand identity and attracts educators seeking valuable insights and solutions.
You need to be strategic when it comes to syndicating content for education-focused B2B clients. Some content formats have proven to be highly effective:
Why They Work: These in-depth, data-driven reports demonstrate your expertise and authority in a specific educational domain. They provide valuable insights and solutions, making them highly attractive to B2B clients looking for comprehensive information.
Pro Tips for Engagement: Ensure your research is current and relevant to industry trends. Use clear, concise language and visuals to convey complex information.
Why They Work: Videos are engaging and versatile. They can showcase product demonstrations, customer testimonials, or thought leadership content. Thus, they allow B2B clients to see and hear your message directly. Amazingly, 92% of marketers say video formats ensure good returns.
Pro Tips for Engagement:
Why They Work: Infographics are 2nd most effective visual content. They simplify complex information and make it visually appealing. Your B2B clients would appreciate the ease of understanding key concepts at a glance.
Pro Tips for Engagement: Design visually appealing infographics with a clear information hierarchy. Use vibrant colors and icons to highlight key points.
Why They Work: Webinars offer an interactive and immersive experience. They allow you to engage directly with B2B clients, answer their questions, and provide in-depth insights. Marketers design 60% of their webinars to make their leads loyal customers.
Pro Tips for Engagement:
You must understand your target audience for effective outreach in the education sector. Your primary challenge here is the diversity of roles and stakeholders involved in your niche.
But don't worry; we will help you explore needs and ways to target accounts and contacts:
In B2B education, by accounts, we mean targeting:
Share syndicated content that addresses institutional challenges. Ensure it's relevant to what you offer.
For example, you can offer content that addresses issues related to:
Highlight how your solutions benefit the entire organization.
Your target contacts in the education industry can be:
These people play pivotal roles in influencing and implementing educational solutions. Thus, you must understand their specific needs.
Tailor content to address their unique pain points and responsibilities.
For Educators:
For Academic Administrators (Principals, Deans, Department Heads):
For Ed-Tech Decision-Makers (CTOs, IT Directors):
Here are some amazing ways to build authority and thought leadership among your B2B clients in the education industry.
Start by consistently syndicating links to valuable content in your cold-email follow-ups or newsletters. It could be insightful:
Ensure to share informative but also practical content. Also, It should be relevant to the challenges your clients in the education industry face.
Highlight real-life success stories and case studies. Mention positive outcomes of your solutions. LinkedIn posts on your popular client's success stories can work wonders.
Participate actively in discussions, ask questions, and offer your insights. Networking is a fantastic way to get noticed and connect with potential B2B clients. LinkedIn, again, is the best place to use this tactic.
It will also open doors for you to collaborate with other educational organizations, thought leaders, or influencers in the field.
Always use data and statistics to back your claims and recommendations. Your target educational leaders appreciate evidence-based insights. Share research findings and trends that are relevant to the sector.
Let us share a list of best practices you must follow to make your content syndication process effective:
See the below tips to ensure your syndicated educational content is of high value:
Start by researching all the relevant points of your topic. Make sure you have accurate and up-to-date information.
Write your content clearly so your target audience can easily understand. Also, avoid jargon.
Always use credible sources while you present any relevant research outcome. Further, cite them when necessary. It gives your target content consumers to trust your claims.
Make your content engaging through storytelling, examples, or multimedia elements like videos or images.
Pro Tip: Maintain well-structured educational content
We swear by these two channels for syndicating your content for the education sector:
Select social media networks that align with your target audience. For professional and B2B content, LinkedIn is a great choice.
Ensure to maintain a consistent posting schedule to keep your audience engaged.
Also, respond to comments to interact with your audience to build relationships and foster discussions.
Segment your email list as per different interests or demographics to send tailored content to each group.
Ensure to personalize your email content whenever possible. Use the recipient's name and offer content that matches their preferences.
Also, A/B test subject lines and email content to see what resonates best with your audience.
Track key performance indicators (KPIs) to measure the effectiveness of syndicated content:
It’s the quantity of leads generated through your content syndication efforts. Leads can be collected through various means, such as email sign-ups, form submissions, or other contact information provided by individuals interested in your content. To measure lead volume, you can track the number of leads acquired over a specific time period.
To analyze your lead volume:
It measures the relevance and potential of the leads generated. Some leads may be more likely to convert into paying customers or valuable prospects. Assessing lead quality involves looking at factors like demographic information, engagement level, and the prospect's fit with your target audience or customer personas.
To analyze lead quality:
It measures how many of the generated leads actually progress through your sales funnel and become customers or take desired actions (e.g., subscribing to a service, making a purchase, etc.).
To analyze conversion rates:
The number of conversions/ Total number of leads x 100
Let's see the common challenges in syndicating content in education and explore solutions to overcome them.
It happens when you share the same educational article or other content via multiple platforms. However, when you syndicate it across different channels, it appears you're repeating the same content repeatedly. It can lead to disinterest and even frustration in the audience.
Solution:
Tackle content duplication with variations of your content while maintaining the core message. Here's how:
Tweak your content to suit the specific audience and platform.
For example, adapt the tone and style for a formal education newsletter versus an engaging LinkedIn post.
Periodically update and refresh your content. Add new insights, examples, or statistics to keep it relevant and engaging.
Another challenge in content syndication is the risk of overwhelming your audience. If you repeatedly bombard your audience with the same material, they may lose interest or become fatigued.
Solution:
To prevent audience fatigue, consider diversifying your syndication channels:
Instead of sharing content on the same platform all the time, distribute it across various channels like social media, educational forums, and newsletters. Your syndication vendor may have publishing websites where you can share your content.
Space out your content syndication schedule. Avoid bombarding your audience with too much information in a short period.
If possible, segment your audience based on their interests or engagement level. Send specific content to each segment to keep it fresh and relevant for them.
Automating your syndication process will be one of your best decisions.
That's where automation tools come in! Some of the best options include:
These tools allow you to syndicate successfully through their email marketing services.
Now, let's learn about the benefits and some of the best tools you can use.
You get the following benefits with automation:
Automation tools do the heavy lifting for you. They save you time to focus on creating more valuable content.
They ensure your content is shared consistently across various platforms. Thus, it reduces the risk of missing out on opportunities.
You can set your automation tools to respond to interested prospects as per action triggers.
Suppose your target contact or account responds to your cold email and fills out the lead form to access your syndicated content. Then, the tool can loop in follow-up emails based on the syndicated content type they download.
Many tools provide analytics and data on how your content is performing. For syndicated content, focus on measuring lead volume, lead quality, and conversion rate.
You must ensure your content distribution practices are responsible and respectful.
So, let's explore some key ethical considerations:
Always be transparent about the fact that your content is being syndicated. Disclose when content has been previously published elsewhere and provide proper attribution to the source.
Respect copyright laws and intellectual property rights. Seek permission or the appropriate licenses when syndicating content you do not own or have the right to distribute.
Ensure the content you syndicate meets quality standards and is accurate and reliable. Avoid publishing or promoting false or misleading information.
Syndicate content that is relevant and valuable to your target audience. Avoid distributing content to increase traffic or engagement only if it doesn't provide genuine value to your audience.
Respect their data privacy if you collect and use data from your audience through syndicated content. Follow data protection laws and clearly outline your data collection and usage practices.
Regularly assess your content syndication practices to ensure they align with evolving ethical standards and regulations. Adapt your strategy as needed to maintain ethical integrity.
Content syndication can be your powerful tool to captivate and expand your B2B education audience. In fact, by sharing your valuable insights and information, you can attract partnerships with companies and individual targets.
Though the above guide is helpful, we recommend partnering with industry leaders like Revnew. As a top content syndication service provider, we can help you navigate the educational landscape and connect your valuable content with the right audience. By working with us, you can unlock new possibilities and engage your audience like never before. Don't miss the opportunity – connect with our experts here!