Are you a B2B marketer struggling to generate significant ROI (Return on Investment) through your content assets? Maybe, you’re creating excellent resources but not seeing enough engagement.
Or, you may need help reaching the right prospects at the right time and boosting your traffic volume, as well as MQLs (Marketing Qualified Leads). Well, here’s the thing.
You may lack the right tactics for repurposing your existing content assets. This is where content syndication comes in.
This tactic involves republishing or distributing your content on third-party platforms. It allows you to leverage the same content multiple times by tapping into new audiences.
In fact, as per research, at least 65% of demand-generation marketers already use content syndication as a primary lead-gen tactic.
Additionally, in 2020, nearly half of all marketers (specifically, 46%) aimed to enhance their content distribution tactics, primarily focusing on content syndication.
Yes, content syndication is highly beneficial. By syndicating your content, you can:
However, remember that different syndicating platforms have different guidelines for syndication. So, it's essential to research and tailor your approach accordingly.
In this article, we'll explore the benefits, steps, and best practices of B2B content syndication campaigns for lead generation.
Here are the eight significant benefits of content syndication:
Content syndication can significantly benefit your demand-generation efforts and help you reach a broader audience in real time. In fact, you can syndicate your content via multiple channels:
To ensure the effectiveness of your content delivery, start by understanding your target demographic comprehensively and accurately. This knowledge allows you to optimize your channels strategically.
Plus, you can nurture your leads with valuable information – a crucial aspect of successful advertising, both online and offline.
Let’s discuss our 10-stage content syndication approach to improve your B2B lead generation strategy.
The first phase of B2B content syndication strategies involves identifying your lead generation goals. These goals will serve as a benchmark for evaluating the success of your campaign and measuring its performance.
Here is one example of B2B content syndication: Let’s say your goal is to increase lead generation by 20%. Then, ensure you have a clear plan for achieving that goal and have allocated the necessary resources.
One key benefit of setting lead generation goals is that it helps you focus your content syndication efforts on the proper channels and platforms.
For instance, the goal may be to generate more leads for a B2B software product. In that case, you might target industry-specific publications and platforms that cater to decision-makers in that field.
Moreover, by defining your lead-gen goals, you can create content tailored to your target audience’s needs and interests. As a result, it can improve the quality of your leads. Plus, it can increase the chances of converting them into paying customers.
NOTE: You must measure the performance of your content syndication campaign against your lead generation goals. In addition, you should also track key performance metrics such as click-through rates, conversion rates, and engagement rates.
Regularly monitoring these metrics allows you to monitor how you’re utilizing content to grow leads and improve your results.
For example, let’s assume your target is to generate leads for a B2B software product. Now, your content is not performing well via email campaigns. Then, you can shift your focus to another platform (like LinkedIn), delivering better results.
Alternatively, consider adjusting your content strategy to better align with the interests of your target audience.
So, what are the two most significant lead-gen goals for your organization: MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads):
Several B2B marketers opt for content syndication in their marketing strategy to generate high-quality MQLs.
You can import the MQLs from content syndication into your CRM or marketing automation platform for lead nurturing.
When developing your content syndication goals, consider various factors, such as:
For example, you can engage your leads with a single piece of content before nurturing them further in your CRM. Or, you can design a nurture track campaign to help them become more familiar with your brand before reaching your marketing automation platform.
Your next focus should be identifying your Ideal Customer Profile (ICP). It is a detailed description of your ideal target customer, including their:
A specific ICP allows you to create content that resonates with your target market, boosting the chances of engagement and conversion.
For example, let’s say your target audience is small business owners in the technology industry. Then, you can create content that addresses the unique challenges faced by this group.
Creating content that speaks directly to your ICP can induce a round of communications with your sales executives. As a result, they can further engage with your potential leads.
It can lead to a more efficient and effective lead generation process. Why? Your sales team is better equipped to communicate with potential customers interested in your content.
Furthermore, understanding your ICP can help you choose the most relevant and effective syndication channels.
For instance, your ICP may consist of financial service decision-makers. Then, you might syndicate your content on industry-specific publications or social media platforms catering to that audience.
As we’ve reiterated multiple times, to maximize the conversion potential of your content, you must ensure it reaches your target audience. Hence, after thoroughly researching your target market and identifying your ICP, you can:
By leveraging data and insights, you can identify prospective leads and existing clients who will most likely engage with your content. This targeted approach helps you tailor your content distribution to the right individuals, increasing the chances of conversion.
Choose the right content assets to appeal to your target audience and achieve your campaign objectives. It means considering factors such as:
For instance, let’s assume you are a B2B tech firm offering email security software. In this case, an in-depth research paper with unique insights might resonate well with your audience.
Conversely, if you are targeting marketing professionals, an educational course or video may be more effective.
NOTE: The type of content should always depend on your target audience and the pain points your product or solution addresses.
Next, consider the results of previous content assets and campaigns. Also, check the languages and localized websites to reach your target audience.
Finally, select the best types of content based on your industry knowledge and content syndication expertise. The types of content to consider for your content syndication campaign include the following:
Effective content syndication demands a well-crafted strategy and a careful selection of topics and formats.
As such, you should collaborate closely with your team or content syndication provider – to determine the most relevant and compelling topics for your target audience.
By understanding your audience's interests and pain points, you can create content that resonates with them and drives engagement.
Additionally, identifying the most effective campaigns for each topic ensures your content reaches the right people through the most impactful channels.
The sixth critical stage is choosing the right distribution platform for your B2B content syndication for lead generation strategy. Start by identifying the platforms your target audience uses to find and consume content.
For example, if your target audience is active on LinkedIn, then it makes sense to distribute your content there.
To find the right platform, you can follow the below-mentioned tips:
Some suitable outlets for content syndication include:
However, remember that it's not about syndicating on platforms with the most significant traffic but identifying the right platforms where your target audience spends most of their time.
Adopting a multi-channel approach to content syndication is important to achieve optimal reach and engagement. It means leveraging various channels, such as:
Email, social media, industry publications, and more
– Distribute your content to different segments of your audience.
By covering critical touchpoints and utilizing the channels your target audience frequents, you can ensure broader exposure for your content. Hence, you increase the likelihood of capturing their attention.
Analyzing the performance of different channels and campaigns helps you allocate your resources effectively. Therefore, you can focus on high-return activities and maximize results.
Capturing and nurturing leads is a fundamental aspect of content syndication. By utilizing email marketing and cold calling, you can identify and engage leads most likely to respond to your content.
Tracking and reporting on lead engagement provides valuable insights into their preferences and behaviors, enabling you to optimize your campaign strategies.
In addition, filtering out high-engagement leads and moving them through your sales funnel allows you to prioritize and focus on prospects who have demonstrated genuine interest. Thus, it ultimately increases your chances of conversion and maximizes your ROI.
You MUST tailor your content syndication efforts to each stage of the buyer's journey.
To determine what type of content is most effective at each stage of the buyer's journey, you can utilize various analytics tools such as Google Analytics. By analyzing user interaction with your syndicated content, such as:
– you can determine which content is most successful at generating leads.
Hence, you can create and distribute content tailored to each stage of the buyer's journey. As such, you ensure your target audience is engaged and generates more qualified leads.
CPL is the cost of generating one lead through a specific marketing campaign. The formula for calculating CPL is:
Suppose you spent $1,000 on a content syndication campaign and generated 100 leads; your CPL would be:
Let's say you want to generate 500 leads through content syndication with a fixed CPL of $10 per lead. The total cost of your campaign would be:
Thus, you must budget $5,000 for your content syndication campaign to generate 500 leads at a fixed CPL of $10.
In addition, to ensure you generate high-quality leads, track the conversion rate of your campaign. The conversion rate is the percentage of leads that take the desired action, such as:
The formula for calculating the conversion rate is:
Of the 500 generated leads, 100 of them request a demo. Then, the conversion rate would be:
By tracking the conversion rate, you can optimize your campaign and make adjustments to improve lead quality and increase conversion rates. It can ultimately lead to a lower CPL and higher ROI for your content syndication campaign.
Now, let’s check out some recommended tips for developing a successful content syndication plan for lead generation:
Make sure your syndicated content is:
As such, you'll be more likely to attract and retain your audience’s attention.
Examples of high-quality content include:
Example:
As a technology company selling cybersecurity solutions to small businesses, consider creating a valuable whitepaper that addresses the following points:
Make it easy for your audience to provide their contact information. Adding lead-gen forms to your syndicated content can help you capture leads and build your email list.
Examples of lead-gen forms include:
Pro tip:
Place your lead-gen forms on the right side of your web pages. This aligns with the audience's natural reading and scanning pattern.
Research has shown that people tend to scan pages from left to right. So, placing the form on the right-hand side can make it more visible and accessible to readers.
Additionally, when readers finish reading the content, they are more likely to take action, such as filling out a form, if it is prominent and visible on the right side of the page. Therefore, it can increase the chances of generating leads from your syndicated content.
Including a Call-to-Action (CTA) can generate leads by encouraging readers to take action and engage with your brand. It could be as simple as asking them to:
By clearly directing readers to what to do next, you increase the chances of them becoming leads or even customers.
For instance, you could include a CTA in your content asking readers to download an ebook or whitepaper – related to the topic they are reading about.
Additionally, you can include subscriptions as qualification criteria. It helps ensure those who want your content are genuinely interested in what you offer.
Subscriptions can also provide valuable insights into how your content is performing and being received by your audience.
It is essential to practice SEO-friendly syndication to:
To do so, implement a rel=canonical tag.
In addition, you can also follow the below tips:
A nurture series involves creating a sequence of targeted content pieces. You can distribute it through syndication channels. Your end goal here is to capture and qualify leads – based on their engagement with your content.
To create a compelling lead nurturing series, develop highly customized content that addresses the needs of your target audience. It can involve:
You can also segment your audience using demographic information, such as job title or industry, to create more targeted content.
After creating your series, start syndicating it through various distribution channels such as:
Choosing the proper channels to reach your target audience where they are already spending their time online is crucial.
By setting up a lead nurturing series and leveraging content syndication, you can generate more leads and qualified prospects for your business.
For example, a B2B software company could create a nurturing series of whitepapers and webinars. These resources aim to help potential customers solve common problems with their current software.
By distributing these assets through targeted syndication channels, they can attract and engage new leads likely to convert into paying customers.
Make a thoughtful decision about the timing of your content. It can help you attain the highest possible visibility for your original post.
For instance, let’s say you simultaneously publish and syndicate your content. Then, your syndicated post may rank higher due to the increased traffic and authority of the syndicating site. Hence, ensure your content is indexed before syndicating.
If you publish your content on several sites, space out the publication dates. It will extend the lifespan of your content and make it more accessible to a broader audience over time.
While content syndication can effectively reach new audiences, paying attention to your website is essential. Promoting your original content alongside your syndicated content can help:
In today's competitive business landscape, reaching as many people as possible is crucial. One effective way to achieve this is through content syndication. By leveraging a platform like Revnew, you can distribute your content to a broader audience and generate real-time leads.
Revnew offers a comprehensive platform for syndicating your content through email campaigns and direct contacts via calls. It ensures your content is delivered effectively to your target audience, ultimately increasing your chances of converting leads into customers.
If you want to connect and market your training programs to your target personas, check out how Revnew helped an L&D service provider in this case study.