As a marketer, you are well aware of the challenges the saturated digital landscape poses. In fact, reaching the right audience organically is similar to navigating a labyrinth.
Here, we recommend you embed a dynamic strategy in your marketing framework – content syndication. It holds immense promise for third-party demand generation. It taps into content syndication partners to amplify your branded content across diverse channels.
The result? Your message reaches a broader spectrum of audiences while ensuring compliance with privacy regulations. Now, here's the data to back it up.
30% of B2B marketers see content syndication as the most effective lead-generation tactic. Moreover, 65% of B2B experts prioritized using syndication to generate more leads.
But how does it blend with social media?
The answer lies in the sheer scale of social platforms. These adaptable platforms can cater to even the most complex target audiences. Additionally, they meet potential clients on their terms – creating personalized experiences that resonate across the board.
This blog post will explore the benefits, tips, and additional details of combining content syndication with social media. By the end of this article, you’ll understand how this duo can redefine your content marketing strategy.
You create a comprehensive lead generation ecosystem by integrating content syndication strategy with social media. Here’s how:
Content syndication allows your content to reach a broader audience. You amplify their visibility even further when you share these syndicated pieces on your social media channels.
It means more people become aware of your brand – increasing the potential for lead generation.
Example: Suppose you syndicate a comprehensive guide on a popular industry publication. Sharing snippets and links to this guide on your social media profiles exposes it to your followers and their networks. Hence, it attracts potential leads – interested in your industry expertise.
When you share syndicated content, you can engage with your followers through comments, shares, and discussions.
Example: Posting a syndicated article on your LinkedIn company page can spark discussions in the comments section. Engaging with commenters and encouraging them to download a related ebook or subscribe to your newsletter can help convert them into leads.
You can directly use your social media channels to distribute lead magnets (high-quality resources like ebooks, whitepapers, or webinars). Thus, you drive traffic to dedicated landing pages. Here, your visitors can provide their contact information in exchange for valuable resources.
Example: You can syndicate a whitepaper on a leading industry website. Then, create social media posts highlighting critical insights from the whitepaper. It directs interested readers to a landing page – to download the full whitepaper by providing their email addresses.
Social media platforms offer powerful targeting options for advertising. You can use these platforms to promote your syndicated content to specific demographics, interests, or behaviors. It ensures your content reaches the most relevant potential leads.
Example: Let’s say you run a targeted Facebook ad campaign to promote your syndicated webinar on digital marketing. Your targeted prospects are small business owners. It ensures your content is seen by an audience most likely to be interested in your services.
So, now, you have captured many leads via content syndication. Next, to convert them into customers, you must nurture them. How? Continue engaging with them on social media.
So, share relevant content, provide value, and gradually nurture these leads into more qualified prospects.
Example: After someone downloads an ebook through your syndicated content, follow up with them on LinkedIn. You can do this by sharing related articles, offering exclusive insights, and eventually inviting them to a personalized consultation.
Now that you understand the multiple upsides of content syndication let’s explore how to use it in conjunction with social media:
First up, define those specific individuals or businesses you aim to reach with your content. Your target audience will most likely be interested in your products, services, or content.
For example, let’s say you are the VP of marketing in a B2B software company offering project management solutions. Your target audience might include project managers, IT professionals, and business owners in specific industries.
Social media platforms provide tools and analytics that can help you gather valuable information about your audience:
| Social Media Platform | Demographics | Behavior | Interests |
| Facebook Insights | Age, Gender, Location, Relationship Status | Likes, Shares, Comments, CTR | Interests and Page Affiliations |
| Twitter Analytics | Age, Gender, Location, Language | Retweets, Likes, Replies, Link Clicks | Topics and Hashtags |
| Instagram Insights | Age, Gender, Location | Likes, Comments, Saves, Shares | Top Content Interests |
| LinkedIn Analytics | Industries, Location, Job Titles, Company Sizes | Likes, Comments, Shares, Clicks | Content Engagement |
| Pinterest Analytics | Age, Gender, Location, Device Usage | Clicks, Saves, Close-Ups | Top Interests and Topics |
| YouTube Analytics | Age, Gender, Location | Views, Likes, Comments, Shares | Video Performance |
This table provides a quick reference for the data types you can gather from various social media platforms.
Using social media analytics data, you can segment your audience into groups – based on shared characteristics or behaviors.
Once segmented, you can tailor your content and message to each group's specific requirements.
When syndicating content for your B2B audience, focus on addressing their specific issues.
For example, if you're a software company targeting project managers, your distributed content might address common project management challenges like:
High-quality content provides valuable information, solves problems, or helps your audience achieve their goals. This makes it inherently shareable. Why? People share content that they believe can benefit their peers or colleagues.
Pro Tip: Add practical tips, case studies, real-life examples, or data-driven insights to make your syndicated content shareable.
It’s common for your content pieces to become outdated – since the business landscape is highly dynamic. Hence,
Several trends are ruled by time. Therefore, stay updated about industry news and emerging trends. Then, create content that responds to these developments.
Maintain a regular content distribution schedule to keep your audience engaged and returning for more.
Publish content daily, weekly, or monthly – depending on your resources and audience preferences.
NOTE: What's important is delivering a steady stream of valuable content to maintain and grow your following.
Depending on your industry, you should select the apt platforms. Next, you must ensure your syndicated content aligns with each platform's format and audience.
LinkedIn and Twitter are widely used platforms for B2B content syndication.
To maximize the impact of your content syndication, adapt your content to fit each platform’s specific format.
For example:
Use consistent branding elements across all platforms, such as – logos, color schemes, and tone of voice, to reinforce your brand's identity.
Don't be afraid to experiment with different platforms and content types. Track the performance of your content on each platform and adapt your strategy based on what works best.
Regularly review analytics and engagement metrics to refine your content syndication strategy.
By implementing the apt social media content-sharing strategies, you can create content that's more likely to be shared organically.
Produce inherently shareable content. Such resources resonate with your audience to the point that they want to share it with their networks.
To create shareable content, consider the following:
Add social sharing buttons to make it easy for readers to share your content.
Encourage sharing explicitly by including clear calls to action (CTAs) in your content.
Examples of sharing CTAs include:
While organic sharing is valuable, consider complementing it with paid promotion to reach a broader audience.
Paid promotion involves allocating a portion of your marketing budget to boost the social visibility of your top-performing syndicated content.
Pro Tip: Focus on promoting content that has already shown engagement and resonance with your audience to maximize the return on your investment.
Yeepsy’s story was shared with us by its CEO, Peter Michaels. Here’s what he had to say:
Strategies:
Results:
In B2B content syndication, several challenges may arise, such as:
Overcoming these challenges requires the following measures:
Common pitfalls include the following:
Addressing these issues involves:
It’s not uncommon for controversies to arise on social media – in response to your syndicated content. In such cases, you must take measures to handle the situation effectively. It typically involves the following measures:
It involves adhering to industry regulations and data protection laws when collecting, storing, and using customer information. Navigating compliance and privacy requires the following:
Your content syndication tactics should always be dynamic. They MUST evolve to adapt to changing market conditions and audience preferences.
Evolution involves using new distribution channels, creating more personalized content, and adjusting strategies based on data-driven insights.
Social media platforms frequently update their algorithms to improve user experiences and prioritize relevant content.
For instance, platforms like Facebook and Instagram have recently shifted towards prioritizing content from friends and family over branded content.
Hence, you should be aware of upcoming algorithm changes. Why? They can influence the reach, engagement, and overall effectiveness of your content. Therefore, stay informed and adjust your social media tactics accordingly.
These trends might include:
If you can anticipate these trends, you will be better positioned to capitalize on emerging opportunities and remain at the forefront of your industry.
Revnew's content syndication services are driven by the ambition to empower your business to engage with its customers effectively. Our team of content curators meticulously dissects your brand's message and customizes it for the platforms they believe your ideal prospects frequent.
Our multifaceted approach leverages various communication channels to ensure your content assets reach their intended audience effectively. With an extensive reach, we can bring your message to millions of people who are genuinely interested in hearing what you have to say. Reach out to us now!