According to a recent survey, 65% of B2B marketers consider B2B content syndication as their...
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Content syndication and email marketing significantly connect your business with your target audience. But when you let these two join forces, the result is spectacular.
Imagine your personalized syndicated content seamlessly reaches the email inboxes of eager potential customers.
It's a match made in marketing heaven, where you can leverage for highly-targeted reach and increased lead volume.
Let's look into how you can syndicate your content via email marketing in detail.
What's Content Syndication Through Email Marketing?
Do you want your valuable blog posts, infographics, or videos to reach the right audience? Then, what would be the best way other than directly dropping your content on your target audience's email inboxes?
Email marketing strategies like cold emailing or newsletter series work perfectly for your content syndication. In fact, they can be your trustworthy messengers.
Simply, content syndication through email marketing is the art of using your syndicated content to draw people into your email list. Then, you can use email marketing tips to keep them engaged, informed, and eager to take action.
It's a new content syndication marketing strategy that blends the best of both worlds and supercharges your outreach efforts.
The Benefits of Combining Content Syndication and Email Marketing
Let's learn the benefits of how this dynamic duo can work wonders:
- Amplified Reach to Specific Audience Ready for Sales
Cold email marketing shares your syndicated content with interested people in your industry who may not be familiar with your brand.
You can easily capture those engaged readers' personal data in exchange for your syndicated content.
This way, you can nudge them further down the sales funnel.
- Enhanced Lead Generation and Conversion Rates
Once you capture your target audience's contact details and other personal information, you can use it to nurture them.
You can share relevant syndicated content as your lead generation strategy. It helps you gain the trust of your prospects, eventually pushing sales.
It often results in higher sales conversion rates as you build a relationship before asking for the sale.
- Improved Personalization and Targeting
You can move further and share syndicated content that directly speaks to your target accounts' or contacts' pain points. Moreover, you can craft an overall personalized email with a relevant subject line, Call-for-action, etc.
Further, you can segment your email list based on various factors, like:
- Job Title
It's like having a one-on-one conversation with thousands of people at once.
You can also send a dedicated email — a single-subject email campaign that encourages a specific action from the recipient, such as making a purchase or signing up for a webinar. By using automation tools, you can streamline your content syndication campaign management and achieve better results.
- Stronger Brand Authority and Trust
Consistently delivering valuable content through email marketing establishes your brand as an authority in your field. People trust your expertise because you've been educating and helping them. When they need a product or service related to your industry, guess who they'll think of first? That's right, you.
2 Types of Content Syndication through Email Marketing
1. Cold Emailing
2. Email Newsletters
1. Content Syndication through Cold Emailing
Let's learn how you can use cold emailing to syndicate your content and share valuable information with the target audience:
Build a High-Quality Email Subscriber List
Ensure to create a high-quality email list. Here's how to do it:
- Research Your Audience
First, understand who your potential customers are. Ask yourself the following questions:
- What do they need?
- What issues can your products/services resolve for them?
- Offer Valuable Content and Segment Your List
As per your research, create valuable resources like ebooks, whitepapers, or industry insights your audience would find helpful. Then, send cold emails and ask for sign-ups or fill out lead forms to access your branded content. Thus, you'll receive contacts of people who are highly interested in your offerings.
Not everyone on your list is the same. People have different interests and needs. Create different categories for your email list depending on what they've shown interest in. It'll help you reconnect with your interested audience through newsletters or follow-up emails later.
- Buy Email Lists
It's another effective way to have a high-quality email list ready. Ensure you choose a reputed email list provider that offers your target audience accurate and up-to-date contact information.
One of the top providers is Revnew. The company has in-depth knowledge about the target audience based on your industry. Thus, they only share a list of leads that are likely to convert.
Craft Engaging Email Content
The next thing you must do with a quality email list is a plan to engage those leads. With updated information on each lead, you can create more valuable and relevant content for further nurturing.
Here's what you need to do:
- Maintain Content Relevance and Value
Regularly research industry trends, customer needs, and competitor activities. Update your content accordingly to reflect the latest insights and address the specific pain points of your target audience.
For example, if you're a software company serving the healthcare industry, you might initially create content about general software benefits.
But as the industry evolves, your relevant content could shift to topics like "Ensuring HIPAA Compliance with Our Software Solutions," addressing a specific need within the healthcare sector, and demonstrating your expertise in that niche.
Thus, stay in tune with your audience's evolving needs. It'll help you maintain content that remains valuable and pertinent.
- Run A/B Testing
Imagine sending two versions of the same email to a small group of target leads. One has a green CTA button, the other a red one. A/B testing helps you discover which version gets more clicks. Use this technique to refine your email content and make it more engaging. You can refine the following email content-
- Subject line
- Type of syndicated content
Send Emails at the Right Time and Frequency
Similar to the relevancy of your email content, consider the timing and frequency of sending emails. Here are the ways to do it:
- Maintain an Email Marketing Calendar
Think about holidays, seasons, or special events related to your industry. Plan your email campaigns around these times.
For example, if you're an office finance tools provider, align your emails with tax season. Offer special deals or advice on tax-related office expenses.
Thus, you ensure your messages are timely and aligned with your B2B customers' needs. It increases the chances of lead engagement and conversions.
- Consider Email Scheduling and Frequency
Think thoroughly about how often you send emails. Sending daily emails might annoy your target leads while sending monthly emails might not be frequent enough. Find the right balance for your audience.
A relevant study suggests:
- Open rates show a steady morning increase, averaging 21.35% from 9 AM to 10 AM.
- The open rate peaks at noon, reaching 22.09% between 1 PM and 2 PM.
- However, there is a slight dip during the afternoon, settling at 20.74%.
2. Content Syndication Through Email Newsletter
Let's dive into three key aspects of your content syndication strategy.
Select Content for Syndication
To select syndication content, consider what your potential business customers would find valuable. It could be:
- Blogs on industry trends
- eBooks with in-depth guides
- Webinars explaining how to use your software effectively
-Or anything else that resonates with your target audience.
Optimize Content for Email Marketing
Here are some tips you can use:
- Craft Compelling Email Subject Lines:
Your email lands in the inbox of a busy CEO. They receive dozens of emails daily. Your subject line needs to grab their attention. Think of it as the headline of a newspaper article. It should be intriguing and relevant.
For example, "Unlocking Efficiency: A New Approach to B2B Software."
- Add Personalization in Email Syndication
Imagine you're sending your software to businesses in different industries. Customize your emails to address their specific needs. If it's a manufacturing company, discuss how your software streamlines production. If it's a marketing agency, focus on its analytics features.
- Incorporate Visuals and Multimedia
What would you prefer? Reading a long email full of text versus an email with engaging visuals like infographics or short videos?
Most probably the latter one, right?
When you add visual content, it can simplify complex B2B topics that you want your target audience to understand. Thus, it makes your emails more appealing. You can use:
- A product demo video, etc
Select Email Distribution Channels
These can be the following:
We call newsletters curated magazines for your B2B audience. Send a monthly newsletter summarizing industry news, sharing your latest blog posts, and offering valuable insights. It keeps your leads informed and engaged.
- Drip Campaigns
Here, you need to plan a series of well-timed messages. When a new lead signs up for your B2B service in exchange for your syndicated content, set up a drip campaign. Ensure to send them a series of emails over a few weeks.
For example, start with an introductory email, share case studies, and offer a product demo.
- Automated Workflows
We must say that automation is your B2B friend. Set up an automated workflow that sends your prospects related content depending on what they download. It could be a webinar link or case studies. The sent content is purely based on your lead's interaction with previous emails.
Content Syndication Via Email Marketing: Practical Examples
Here are two quick examples of syndicating content through email:
Example 1: Syndicating Content via Cold Emailing
Suppose ABD Tech Solutions wants to increase brand awareness and generate sales leads for its cybersecurity software. Their target audience is IT professionals in small and medium-sized businesses (SMBs).
Hence, they create informative blog posts about cybersecurity threats facing SMBs. They then compile these into an eBook. To syndicate this content, they conduct a targeted cold email campaign to IT managers in SMBs, offering the eBook as a resource.
Hence, by syndicating valuable content in their cold emails, they can boost their:
- Open rate
- Click-through rate
Some leads who download their ebook are likely to become qualified leads. This approach increases brand visibility and generates a steady stream of high-quality business leads.
Example 2: Syndicating Content via Email Newsletter
Company: XYZ Marketing Agency
Suppose XYZ Marketing Agency aims to inform its clients about the latest digital marketing trends. Plus, it demonstrates its expertise in the field.
So, they create a monthly email newsletter featuring curated industry news, case studies, and blog articles. They send the newsletter to their client list, which includes businesses across various industries.
As a result, their newsletter can achieve improved open and CTRs.
Such content can also invite several clients seeking additional services related to the topics covered in the newsletter. It can lead to increased revenue.
Overcome Obstacles in Content Syndication and Email Marketing
You'll face some issues in smoothly executing content syndication through email marketing. But worry not cause we have a list of major problems and their solutions. Check them out here:
Deliverability and Spam Traps
Your perfect B2B email may end up in the recipient's spam folder. That's a nightmare, isn't it?
Therefore, use a reputable email marketing platform and apply best practices.
To do so, here are some tips:
- Authenticate Your Emails
Think of email authentication as a passport for your emails. Make sure your domain has SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) records set up correctly. It helps email servers trust your emails.
- Clean Your Email List
If your list has inactive or invalid emails, they can hurt your deliverability. Thus, regularly clean your list by removing bounced or unsubscribed emails.
Content Saturation and Overmailing
Your B2B audience receives tons of emails daily. If you send too many emails, they might get overwhelmed or annoyed. Most users, totaling 69%, opt to unsubscribe from email lists primarily because of excessive email frequency.
So, use these tips to tackle this obstacle:
- Prefer Quality Over Quantity
Instead of flooding inboxes, focus on sending fewer, high-quality emails. Share valuable or exclusive content that genuinely benefits your target audience.
- Practice Segmentation and Personalization
You may have a diverse B2B audience. Thus, segment your audience based on:
- Job roles
Next, send personalized content tailored to each segment's needs.
Data Privacy and Compliance Challenges
You must respect the data privacy of your prospects. Violating GDPR (General Data Protection Regulation) or CCPA (California Consumer Privacy Act) can lead to hefty fines. To avoid such issues, follow these tips:
- Maintain Consent and Transparency
Always ask for consent before adding someone to your email list. Clearly explain what you'll do with prospects’ data. Make it easy for them to unsubscribe.
- Stay Informed About Regulations
Rules change over time. So, stay updated on GDPR, CCPA, and any email marketing regulations relevant to your audience. It ensures you remain compliant.
- Use a Compliance-Focused Email Marketing Platform:
Consider using an email marketing platform that specializes in compliance. These platforms often have built-in features to help you adhere to regulations.
Advanced Strategies for Email-Content Syndication
If you want to stay ahead of your competitors, advance your marketing approach.
So, let's explore advanced strategies for email-content syndication:
Leverage AI-Driven Email Personalization
AI can help you personalize your emails on a whole new level in the following manner:
- It analyzes recipient data to understand their preferences and behavior.
For instance, it can suggest personalized content recommendations based on their past interactions.
- AI can also enable you to send emails triggered by specific behaviors.
For instance, if a lead repeatedly visits your pricing page but doesn't make a purchase, AI can trigger an email offering a personalized discount.
- It can predict what content your B2B audience will likely engage with next using predictive analytics. Thus, you can stay ahead of your audience's needs.
Create Interactive Email Content
Suppose you want to engage your B2B audience more effectively. Then, your email content is worth their time. Use the following tips:
- Consider using interactive elements in your emails. These can include:
- And even mini-games
For instance, as a software company, you might include a "test your knowledge" quiz about cybersecurity.
- Build a sense of urgency by employing countdown timers in emails. Use it for limited-time offers or event reminders.
Metrics to Measure Content Syndication Success via Email Marketing
You need to understand the impact of your cold email syndication efforts. Here are the key metrics you should track:
- Lead Volume
You've been running email campaigns to syndicate your content. Lead volume measures the number of new leads generated through these efforts. It's a vital metric because it shows how effectively your content attracts potential customers.
For example, if you run a B2B tech blog and gain 500 new subscribers through an email campaign, that's your lead volume.
- Lead Quality
This metric assesses how well your leads match your target audience. Plus, how likely they are to convert into paying customers. Thus, be sure to analyze the characteristics of your leads, such as their:
- Job title
- Engagement with your content
High lead quality indicates that your content is resonating with the right people.
- Conversion Rate
It measures the percentage of leads that generate revenue, become paying customers, or take the desired action.
For example, if 100 people downloaded your B2B software eBook out of 1,000 who received the email, your conversion rate is 10%.
Marketers note: this winning combination maximizes reach to the right audiences. Hence, it boosts the chances of better conversion than using these strategies individually. By strategically blending syndicated content with personalized email campaigns, you captivate and convert your audience like never before.
You must choose a reliable content syndication service provider, like Revnew. Our experts ensure your brand message reaches the target audiences, substantially increasing your chances of conversion. If you want to know how we can help you, click here to contact us!