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As a B2B financial services provider, we understand that you face unique challenges when trying to reach the right clients. We can blame it on the highly regulated, complex, and trust-dependent nature of the industry.
Hence, like most businesses like yours, you may be into content marketing for outreach. Still, this strategy comes with major issues, like:
- Identifying the right target audience
- Maintaining regulatory compliance
- Tackling long sales cycles
- Raising trust and reputation
- Ensuring user data security and privacy
But what if we tell you a strategy within content marketing that can help you overcome these challenges? That powerful strategy is content syndication.
When done strategically, it amplifies your content marketing efforts. And helps you gain promising leads.
Let us tell you more about it, along with practical strategies to leverage it for your finance business.
Why Should Finance Brands Consider Content Syndication?
Finance brands like yours can benefit in a number of ways through content syndication. We have listed several compelling reasons for you to consider this approach:
1. Increase Your Product's Demand
You get to showcase your finance content beyond your website. Syndication shares your content on established and reputable third-party platforms. However, make sure these platforms serve your target audience directly. This way, syndication generates demand for your finance product or service.
2. Reach Only High-quality Leads
You can include desired calls to action (CTAs) in your syndicated content. For example, you can ask prospects to lead forms in exchange for full access to your content syndication.
It means prospects who fill out the forms are genuinely interested in your content. Thus, they are more likely to convert. As a result, it reduces the length of your sales cycle.
3. Save Your Marketing Cost
Instead of investing heavily in new content creation, you can leverage existing content and distribute it across various channels. Thus, it reduces your marketing expenses.
4. Boost Your Thought Leadership
Regularly syndicating high-quality, insightful content positions your finance brand as a thought leader in the industry. Plus, you become a trusted source of knowledge, which can lead to clients seeking your services for their expertise.
Syndication is enticing, isn't it? However, before you begin syndicating your content, know exactly whom you're targeting.
Understand Your Target Financial Service Decision Makers
Did you know? Do you need to spend an average cost of $555 to gain a financial services lead?
This stat makes it very important for you to approach the right people. However, the specific nature of your financial service will define the target decision-makers you should connect with. So, let's understand each of them:
1. Chief Financial Officer (CFO)
The CFO is often the ultimate decision-maker for financial services within a company. They oversee:
- Financial strategy
- Financial risk management
-making them a key contact for financial planning, investment, and risk mitigation services.
These individuals are responsible for managing a company's financial assets, liquidity, and cash flow. They may make decisions about cash management services, banking relationships, and short-term investments.
They oversee the financial reporting, accounting, and compliance functions within an organization. They may be involved in selecting accounting and auditing services and financial software solutions.
4. Risk Manager
The risk manager may have decision-making authority in companies with a strong focus on risk management. They oversee services related to insurance, hedging, and risk mitigation.
5. Purchasing Manager
The purchasing manager may be the key decision-maker for businesses procuring financial software, services, or technology solutions.
6. IT Manager or Chief Information Officer (CIO):
When it comes to technology-related financial services, such as financial software or cybersecurity, the IT manager or CIO may be involved in decision-making.
7. CEO and Board of Directors
In some cases, the CEO and the board of directors may have input or final approval, especially for significant financial decisions or long-term financial strategies.
8. Compliance Officer
Companies in heavily regulated industries often have a compliance officer. They are responsible for ensuring that the organization adheres to relevant financial regulations.
Understanding the roles of your target decision-maker(s) from the above list can make your syndicated content more impactful.
8 Tips To Win Trust And Leads With Finance Content Syndication
Now that you have an idea of your target decision-makers, let’s explore the tips to syndicate your finance content:
1. Answer The Right Questions Before Embarking On A Content Syndication Campaign
Let's break down why these questions are so important:
a. Is your brand consistently generating a sufficient amount of content to facilitate syndication?
Importance: Consistency is key in content syndication. If you're not producing content regularly, you might struggle to maintain a presence on third-party platforms. Enough content ensures you can keep your audience engaged and build trust over time.
b. Who is your intended decision-maker? Does the content you currently share have the potential to resonate with them when presented on a third-party channel?
Importance: When you tailor content to your audience's needs and preferences, it makes syndication effective. Make sure your syndicated content aligns with your target decision-maker’s interests. Or else you may miss out on valuable conversions.
c. Is your way of conveying your message suitable for the platform, or do you need adjustments?
Importance: Different platforms have different user demographics, behaviors, and expectations. Understanding the platform you're syndicating to helps you craft content that resonates. Your content's tone and imagery should match the platform's culture to attract and engage the right audience.
d. Should you treat syndication as a paid marketing channel by creating content that directly appeals to the third party's audience for better results?
Importance: While organic syndication can be powerful, paid syndication allows you to hyper-target your content. In fact, WordStream says financial services consumers show high lifetime values, which makes paid search competition fierce.
Hence, this question addresses whether you should use a more focused, paid approach. Are your goals aligned with it? It's especially beneficial if you want to reach a very specific audience on a third-party platform.
2. Identify Your High-Performing Content
This tip helps you pick the ideal content to syndicate with the help of all the metrics and factors.
Doing so makes your syndication process more result-driven. How?
Well, what worked previously to gain a long-term client may work again, given that your target client’s profile hasn’t changed. However, we also emphasize adding updated information (If available) to your high-performing content.
But the question is how you’ll determine which ones are performing great. Surveys say the top 5% of high-performing articles contain data studies and numbers.
Besides that, here’s the process to find the best ones from your content collection:
- Use Analytics
Imagine you have a treasure map, which is your website's analytics. Analytics tools like Google Analytics are like your trusty compass. They tell you which content is shining bright and which ones are hidden in the shadows. Look for metrics like:
- Page views
- Time spent on a page
- Bounce rate
This data reveals the content that resonates with your existing audience and drives the results you want.
- Content Audit
Think of a content audit like spring cleaning for your website. It's a systematic review of all your content to figure out what's gold and what's not. You'll ask questions like, "Is this content still relevant?" or "Is it outdated?" It's like decluttering to make your website more user-friendly. You might find some hidden gems in your older content that you can update and syndicate.
- Competitor Analysis
Your competitors are like the other players in a chess game. They make moves, and you can learn from those moves. Analyze what content your competitors are syndicating or what's working for them. This way, you’ll gain insights into what might work for you. It's like looking at their playbook to see which strategies are winning.
3. Plan The Content Syndication Calendar
Think of your content syndication calendar as your roadmap. You need to know where you're going and when you'll get there. Here's how you can approach it:
- Schedule as per Your Prospects’ Interests: Plan your content syndication schedule based on where your prospects are most active. Consider factors like time zones and peak response times.
- Select Content: Decide which pieces of content you want to syndicate and when. Select content that aligns with your objectives.
- Define Frequency: Determine how often you want to syndicate content. Regularity is key; too many or too few can affect the impact of your syndication campaign.
4. Approach The Right Content Syndication Partner
Take your time and pick the right content syndication partner(s). Here’s how to do it:
- Look for partners who have the audience you want to reach.
- Make sure your syndication partner is reputable. Check their track record, reviews, and credibility.
- Clarify expectations and terms upfront. Know what's expected from both sides.
- Clearly discuss your plans and preferences with your syndication partner. And ensure they match.
Hiring a content syndication service provider can reduce some of your loads. They will reduce stress by syndicating your content with the ideal partners.
5. Always Induce A Highly Customized Outreach Message Based On Channels
When you distribute your syndicated content on different channels, make sure to craft personalized messages for each one. It means tailoring your message to suit the specific platform's audience and style.
For example, if you're sharing an article on LinkedIn, your outreach message might focus on the professional aspects and industry relevance of the content. On the other hand, if you're sharing the same article via email, you may want to use a more personalized message that directly addresses your recipient.
In short, your outreach message should match the tone and expectations of the channel you're using.
6. Use Social Media Sites To Amplify Content Reach
Unlike websites that people may not visit regularly, social media users receive constant updates on their feeds. Sharing your highly curated syndicated articles on social platforms is a way to show your authority.
It works specifically well on LinkedIn, as it’s the space where your target decision-makers are most likely to be present. Research suggests that 7 out of 10 financial professionals use social networks, and 9 out of 10 use LinkedIn specifically.
But wait, only sharing, isn't it? The real social media strategy starts after that.
Once your content is posted, start analyzing the best:
- Post types
- Posting times
- Calls to action (CTAs)
- Posting frequencies
-that generates the most interactions and views.
You can employ any reliable social media scheduling tool to maintain a consistent and efficient posting. Some of the popular tools you can use are:
7. Respect Syndication Guidelines
Financial content syndication has its own set of guidelines that you should respect.
Common instructions include things like copyright restrictions, proper attribution, and formatting standards. But, as you serve a highly regulated field, ensure to take care of the following while syndicating content:
- If your content involves personal or financial data, comply with data privacy laws. These include GDPR and the protection of users' information.
- If your content mentions financial advice or investment recommendations, clearly disclose the risks associated with the information you're sharing.
- Show transparency around potential biases or any conflicts of interest in your content. It's important to maintain trust with your readers.
- Follow the rules of important financial regulatory bodies. In the United States, this may involve Securities and Exchange Commission (SEC) compliance.
- Different 3rd party syndication platforms may have their own rules and policies. Make sure you understand and follow these guidelines on each platform.
By adhering to these rules, you ensure that your content can be shared smoothly and without any legal or ethical hiccups.
8. Build A Follow-Up Program With Email-Based Nurturing
Great job gathering leads from your content-sharing efforts! Now, connect with them. You can do this through follow-up emails where you can share the awesome advantages of your product or service. It helps your potential customers understand why they should consider buying from you.
We suggest you use a scoring system to figure out how likely each lead is to become a customer. As they interact more with your nurturing efforts, their score goes up. When a lead's score reaches a certain point, that's when you must hand them over to your sales team.
4 Effective Channels for Your Syndicated Financial Content Distribution
Here are the best channels for syndicating your content:
1. Linkedin: The Professional Hub
This platform is a gathering place for professionals in the financial world. LinkedIn's audience loves informative articles and updates, making it a perfect match for financial content.
Here, you can share shortened versions of your syndicated blog content. It must contain a lead form link to enable interested prospects to access the full article by visiting your website.
Also, you must post your content in specialized financial groups to reach a highly targeted audience. Some of the great examples are:
- Bank Innovation: It's a well-known group among financial services industry leaders. Here, people share resources to find actionable insights on advanced finance innovations.
- FinTech 20/20: The group is all about disrupting financial services. It's a forum for people who are involved in businesses under the FinTech ecosystem.
- FinTech Startups: This group is perfect for exploring the latest financial technology news. Here, you can share your knowledge and network with industry thought leaders.
2. Cold Email: The Personal Touch
Cold emailing, when done right, can help you begin a meaningful relationship with your target prospects. You can craft compelling emails with the following:
- Subject lines with prospect's or their company's names.
- Email content that talks about the prospect's unique pain points or needs.
- Gated syndicated content that your email recipient can't resist opening.
Basically, cold emailing introduces your financial content in a friendly, non-spammy way (If you follow data privacy regulations).
3. Newsletter Subscription/Marketing: The Trusted Channel
Newsletters are like your regular updates to a trusted circle. If a lead (you gained through a syndicated campaign) subscribes to your financial newsletter, they're interested in what you have to say.
So, use this channel to share valuable insights, updates, and exclusive content with your subscribers. It builds a loyal audience anticipating your content, creating a sense of community and trust.
4. Telemarketing: The Direct Conversation
Telemarketing is a bit like having a one-on-one chat. It's not just about selling; it's also about sharing your financial knowledge. While it may not be as common as the other channels for content distribution, it can be highly effective when used strategically.
The basic syndicating process through telemarketing may involve the following:
- Engage in Conversations: During telemarketing calls, telemarketers can engage prospects in relevant conversations. If the syndicated content aligns with the discussion, they can mention it as a valuable resource.
- Highlight Benefits: Telemarketers emphasize the benefits of the content, such as:
- Valuable insights
- Expert advice
- Relevant information
-that can help prospects with their specific needs or challenges.
- Share Links: At last, telemarketers provide prospects with direct links to the syndicated content, making it easy for them to access. It could be through email, text, or by directing them to your website.
5 Mistakes To Avoid While Syndicating Content
There are certain common mistakes marketers often make when syndicating content. We'll explore each of these mistakes and their solutions one by one:
1. Lacking Target Audience Research
When you don't research your target audience, you risk creating content that doesn't resonate with them.
Solution: Take time to understand your audience's preferences, demographics, and interests. Thus, you can share content that’ll speak directly to them.
2. Ignoring Platform Compatibility
Think of different syndication platforms at different stages. That means if you perform a rock concert on a classical theater stage, it might not work out. Similarly, failing to adapt your content for different platforms can result in a lack of engagement.
Solution: Tailor your content to fit the specific platform you're using. Different platforms have different rules and best practices. So, make sure your content matches their style and format.
3. Overlooking Search Engine Optimization
If you are using paid syndication services on third-party websites or landing pages, SEO will serve as a GPS to reach your content. If you don't optimize for search engines, your target prospects may miss out on your content.
Solution: Learn about SEO and use relevant keywords, meta descriptions, and tags. It’ll help your content get discovered more easily by search engines and your audience.
4. Sharing Low-Quality Content
It's like serving your guests a bland meal. If your content is low quality, your audience won't find it appealing or useful.
Solution: Prioritize creating high-quality content that provides value, is well-researched, well-written, and visually engaging. Quality always trumps quantity.
5. Neglecting Performance Tracking
It hinders understanding of content effectiveness. Without data-driven insights, you can't optimize strategies, wasting resources and missing opportunities for improvement.
Solution: Use analytics tools to monitor how your syndicated content is performing. It helps you understand what's working and what needs improvement. Modify your syndication practices based on the data you collect. It’ll optimize your overall effort.
In summary, if you do content syndication the right way, you can easily build your brand's authority. Plus, it helps you reach the finest leads in the industry. We assure you that if you follow the above strategies sincerely and choose the channels we mentioned, your syndication campaign will be impactful.
However, you can do all these tasks and strategies at once without stress!
Well, connect with a robust B2B content syndication provider!
When you seek the perfect content syndication service, Revnew stands out as an exceptional choice for your finance brand. We provide a tailored approach to content distribution with our deep understanding of the financial industry. Thus, with us, you can amplify your brand message and connect with the right audience.
Do you want to discuss how we can help you with syndication? Contact us here.