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:
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.
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:
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.
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.
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.
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.
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:
The CFO is often the ultimate decision-maker for financial services within a company. They oversee:
-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.
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.
The purchasing manager may be the key decision-maker for businesses procuring financial software, services, or technology solutions.
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.
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.
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.
Now that you have an idea of your target decision-makers, let’s explore the tips to syndicate your finance content:
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.
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:
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:
This data reveals the content that resonates with your existing audience and drives the results you want.
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.
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.
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:
Take your time and pick the right content syndication partner(s). Here’s how to do it:
Hiring a content syndication service provider can reduce some of your loads. They will reduce stress by syndicating your content with the ideal partners.
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.
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:
-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:
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:
By adhering to these rules, you ensure that your content can be shared smoothly and without any legal or ethical hiccups.
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.
Here are the best channels for syndicating your content:
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:
Cold emailing, when done right, can help you begin a meaningful relationship with your target prospects. You can craft compelling emails with the following:
Basically, cold emailing introduces your financial content in a friendly, non-spammy way (If you follow data privacy regulations).
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.
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:
-that can help prospects with their specific needs or challenges.
There are certain common mistakes marketers often make when syndicating content. We'll explore each of these mistakes and their solutions one by one:
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.
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.
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.
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.
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!
How?
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.