How to Choose a Content Syndication Vendor in 10 Easy Steps

Does this strike a chord? 

You have a treasure trove of valuable content. You diligently promote it on social media. 

Yet, despite your efforts, you struggle to connect with the right audience at the right time. 

If you've faced this challenge, you’re not alone! In fact, only 42% of B2B marketers consider their content distribution to be effective.

So what’s the solution? Master the art of how to choose a content syndication vendor – adept at understanding your needs and delivering results. 

The right content syndication vendor may be the missing link in expanding your reach by utilizing content to grow high-quality leads.

To pick the apt partner for your business, you must follow a few strategies – something we’ll discuss in this article.

However, before we embark on that journey, let's first explore the significance of content syndication.

Why Is Content Syndication Important?

In the B2B landscape, companies face several pain points that hinder their marketing efforts:

1. Insufficient MQLs (Marketing Qualified Leads)

Did you know? Only 29% of companies respond to all prospect requests. Yes, lead generation is a significant concern in the B2B industry.

However, content syndication helps address this issue by distributing your content to a broader audience beyond your organic reach. In fact, 

Syndicated content guarantees expanded exposure for your brand. As such, it increases the chances of attracting and engaging potential customers. Hence, it results in more MQLs.

2. Lack of ROI from Content Marketing

Many B2B companies struggle to measure their content marketing initiatives' return on investment (ROI). 

In fact, around 44% of marketers say their biggest challenge is proving the ROI of their content.

Content syndication offers a solution by providing measurable metrics such as:

• Click-through rates
• Conversions
• Lead generation

With these insights, you can track the performance of your B2B content distribution strategy and optimize your syndicated content to maximize ROI.  

3. Creating Targeted Prospect Lists

Building a targeted prospect list can be time-consuming and challenging. Content syndication helps you here as well. How?

It leverages the network and reach of syndication vendors with access to a vast database of potential buyers. 

Utilizing their targeting capabilities can enable you to reach your ideal audience more effectively. As such, it ensures your content is seen by the right people at the right time. It is one of the best benefits of content syndication. 

4. Building Authority and Trust Signals

Establishing credibility in your industry is crucial for B2B companies. Content syndication enables your content to be featured on reputable and influential platforms. 

When your content is syndicated on trusted sources, it enhances your brand's authenticity. Therefore, it positions you as a thought leader in your field. 

Also, this association with respected 3rd-party platforms helps build trust signals among your target audience.

By addressing the above-mentioned pain points, content syndication plays a vital role in B2B marketing strategies:

• It amplifies your reach
• It increases ROI
• It enables targeted prospecting
• It enhances your authority and trust signals

Hence, embracing content syndication can transform your content marketing efforts and propel your business toward greater success. Let’s illustrate this with an example:

Now that you know the importance of content syndication, let’s move on to the next critical aspect:

How to Choose a Content Syndication Vendor for Your Business?

Considering the importance of distributing your resources through the apt platforms, it’s no wonder why 79% of marketers use at least one vendor for their content syndication.

But with many options available, how do you make the right choice? For starters, consider asking these five key questions:

• Reliable and Accurate Data: Does your vendor provide high-quality, up-to-date data – enriched with intent data for better targeting and segmentation?

• Buyer Analytics: Do they analyze buyer behavior and campaign data to enhance your database and personalize follow-up campaigns?

• Audience Engagement: Can your vendor engage their audiences through nurturing, partnered content, and intent signal analysis – to identify interested prospects?

• Buyer Segmentation: Do they offer various levels of segmentation, such as firmographics, demographics, and buyer intent signals? Only then they’ll be able to match your campaign criteria and target the right audience.

• Agility and Campaign Performance: How does your vendor measure campaign performance, promote your content, and adapt the campaign to optimize content syndication lead generation results?

If the answers to these questions are satisfactory, you can move on to the next steps:

1. Identify Your Specific Goals and Objectives

Begin by identifying your specific goals and objectives. It involves the following:

• Understanding Your Company's Needs

Take a deep dive into your organization’s requirements. Determine what you aim to achieve through content syndication. Here are a few questions you can ask yourself:

• Are you primarily focused on generating MQLs?
• Are you seeking to boost your ROI?
• Do you wish to generate brand awareness?
• Do you aim to establish thought leadership? 
• Do you want to build authority and trust?

Understanding your unique needs will help you narrow down vendors that align with your goals.

• Defining Key Performance Indicators (KPIs)

Establish clear and measurable KPIs for your content syndication efforts. These KPIs could include metrics like:

• Lead conversion rates
• Click through rates
• Engagement levels
• Revenue generated

Defining specific KPIs will allow you to evaluate the success of your syndication campaigns and track progress toward your goals.

• Aligning Your Goals with the Overall Marketing Strategy

Ensure your content syndication goals align with your organizational marketing framework. Consider how syndicated content fits into your broader content syndication initiatives, such as:

• Search engine optimization (SEO)
• Social media
• Email marketing

Aligning your content syndication efforts with your larger marketing strategy can help you maximize the impact. Plus, you’ll be able to create a cohesive and integrated approach.

2. Evaluate the Vendor’s Expertise and Experience

Experience is vital. Let’s discuss what you need to know to gauge your shortlisted syndication partner’s expertise and experience:

• Assessing Vendor's Track Record

Begin by evaluating the vendor's history in marketing content syndication. Look for established vendors with a proven history of success. Consider factors such as:

• The number of years they've been in the industry
• The clients they have worked with
• The results they have achieved

A vendor with a solid track record will likely have the appropriate knowledge and skills to deliver effective syndication services.

• Reviewing Success Stories

Dive deeper into the vendor's past projects and the types of B2B content syndication they use by reviewing successful case studies. It will give you insights into their approach, methodologies, and the outcomes they have generated for their clients. 

Look for success stories that demonstrate their ability to meet objectives similar to yours. Pay attention to key metrics, such as:

• Lead quality
• Engagement rates
• Conversion rates

– to gauge their effectiveness.

• Ensuring Vendor's Familiarity with Your Industry

It's essential to choose a vendor who is familiar with your industry. They must understand your business’s unique challenges and dynamics. 

Hence, evaluate whether the vendor has prior experience working with companies in your sector. They should deeply understand the following aspects:

• Your target audience
• The industry's content preferences
• The channels that resonate most effectively

This familiarity will enable them to tailor their syndication strategies to maximize results for your industry.

3. Determine the Target Audience and High-Intent Signals

• Defining Ideal Customer Profile (ICP)

Clearly articulate the characteristics, demographics, and behaviors of your target audience. It will let you narrow down the vendor options with experience and expertise in reaching and engaging similar audiences. 

Look for vendors who can align their targeting capabilities with your ICP – to maximize the relevance and impact of your syndicated content.

• Identifying High-Intent Buying Signals

High-intent buying signals indicate when a potential customer is:

• Actively searching for solutions

or 

• Exhibiting behaviors that suggest an increased likelihood of conversion

Identify the high-intent signals most relevant to your business, such as:

• Specific search queries
• Content consumption patterns
• Engagement with industry-specific events or communities

A vendor with sophisticated targeting capabilities should be able to leverage these signals. As such, they can ensure your content reaches prospects at the right stage of the buying journey.

• Verifying the Vendor's Ability to Target Specific Audiences

During the evaluation process, verify the vendor's capacity to target your audience effectively. Inquire about the following:

• Their targeting methodologies
• Data sources
• Segmentation capabilities

Plus, ask for B2B content syndication examples that demonstrate their success in reaching and engaging audiences similar to yours. 

Key Takeaway: A vendor with robust targeting capabilities data will increase the likelihood of your content reaching the right individuals and driving meaningful engagement.

4. Evaluate the Quality of Generated MQLs

How can you evaluate content syndication qualified leads (MQLs) generated through your vendor? Here’s how:

• Assessing Lead Qualification Process

Evaluate how they assess and qualify leads before categorizing them as MQLs. Inquire about their criteria for determining lead quality, such as:

• Demographics
• Firmographics
• Engagement levels
• Behavioral indicators

Look for vendors who employ rigorous lead qualification methodologies. It will ensure the MQLs align with your target audience and meet your specific criteria.

• Reviewing Lead Validation Methods

Examine how they ensure the accuracy and authenticity of the generated leads. Shortlist vendors who employ robust data validation techniques, such as:

• Email verification
• Phone verification
• Third-party data enrichment

– to enhance lead quality and reduce the risk of false or outdated information.

• Verifying MQL Conversion Rate and Sales Pipeline Acceleration

Inquire about their client's success stories – showcasing how their MQLs have contributed to sales growth. Always seek vendors with a track record of generating MQLs that convert into opportunities and ultimately accelerate the sales pipeline.

5. Assess the Content Syndication Process

Next, how can you gauge your vendor’s content syndication framework? Here are our recommended steps:

• Understanding the Vendor's Content Publishing Approach

1. Gain clarity on the vendor's content publishing approach. Plus, evaluate how they distribute and promote content on their syndication network. 
2. Look for vendors who prioritize quality control measures – to ensure your content is presented professionally and engagingly. 
3. Assess their content discovery mechanisms, categorization, and overall content management process. Then, you can ensure their alignment with your brand and objectives.

• Reviewing Lead Generation Methods

Examine the vendor's lead generation tactics. Understand how they capture and qualify leads through their syndication efforts. Evaluate the following:

• Lead capture forms
• Landing pages
• Lead nurturing processes

Seek out vendors who employ strategies to generate high-quality leads that align with your target audience and buying criteria. It includes techniques such as:

• Progressive profiling
• Lead scoring
• Personalized content recommendations

• Analyzing Opt-In Lead Generation Strategies

Determine how the vendor obtains consent from users to share their information with you. Look for partners prioritizing ethical and compliant practices, such as:

• Obtaining explicit consent
• Providing clear privacy policies 

In addition, ensure the vendor's opt-in strategies align with your organization's data protection and privacy requirements.

6. Verify Target Prospect List Preparation

When choosing a content syndication vendor, validating the preparation of their provided prospect lists is essential:

• Understanding Vendor's Prospect Research Methodology

Inquire about how they identify and compile the target prospect list. Understand the data sources they utilize, such as:

• Their own database
• Third-party data providers
• Data enrichment techniques

Focus on vendors who employ robust research methodologies to ensure the accuracy and relevance of the prospect list.

• Assessing the Accuracy of Target Lists

Crosscheck whether the prospects included in the list align with your ICP and target audience criteria. 

Prioritize vendors who regularly update and validate their data. It will help minimize inaccuracies and ensure the prospects on the list are highly relevant to your business.

7. Measure the ROI and CPL

Around 35% of businesses quantify the success of their marketing efforts.

Hence, you must understand how the vendor measures ROI. You should also gauge their capabilities in tracking and reporting key metrics. 

As such, inquire about the tools and analytics they use to measure the performance of syndicated content. 

Look for vendors who can provide comprehensive insights into the impact of their syndication efforts on lead generation, conversions, and revenue generation. 

A vendor with robust ROI measurement capabilities will enable you to assess the effectiveness of your investment and make data-driven decisions.

• Reviewing Previous Campaign Performance

• Examine the vendor's track record by checking the outcomes of their previous campaigns.
• Request testimonials highlighting the results achieved by their clients through content syndication. 
• Additionally, analyze key performance metrics such as lead quality, conversion rates, engagement levels, and overall campaign success. 

The above steps will clearly show the vendor's ability to deliver results and achieve the desired objectives.

• Analyzing Cost per Lead (CPL)

Finally, assess the CPL in the vendor's content syndication efforts. Compare this figure with industry benchmarks and your internal expectations. 

Additionally, analyze the potential ROI by considering the value of the generated leads and their impact on your sales pipeline. A vendor with a favorable CPL and strong ROI potential indicates a good fit for your content syndication needs.

8. Assess Vendor's Communication and Nurturing Strategy

Evaluate the vendor's outreach approach, specifically their methods of communication, such as calls and emails. Understand how they initiate contact with prospects and nurture those relationships over time. 

Look for vendors who employ personalized and targeted outreach strategies. It ensures their communication resonates with your prospects. Plus, assess their follow-up practices, frequency of communication, and responsiveness to inquiries.

• Analyzing Content Delivery and Engagement Tactics

Assess how they deliver the syndicated content to prospects and encourage interaction and engagement. Look for vendors who leverage multiple channels, such as:

• Email
• Social media
• Personalized landing pages

– to distribute content effectively. 

Additionally, consider their methods for tracking engagement metrics, such as opens, clicks, and content consumption – to gauge the effectiveness of their nurturing strategy.

• Ensuring Consistent Communication Channels

Evaluate their ability to maintain ongoing and meaningful interactions with prospects. Focus on vendors who offer multi-channel communication options. It enables prospects to engage through their preferred channels. 

Consistent and accessible communication channels contribute to effectively building and nurturing relationships with prospects.

9. Evaluate the Vendor's Authority and Trust Signals

How to Assess Your Syndication Partner’s Credibility?

• Focus on the Vendor’s Rapport
• Crosscheck How They Select 3rd-Party Platforms
• Validate How They Generate Trust
• Verify Their Brand Alignment Approaches

When choosing a content syndication vendor, evaluating their credibility is crucial. Here's how you can do it:

• Assessing Vendor's Reputation

Research their track record, client testimonials, and online reviews. Look for vendors with a proven history of delivering high-quality content syndication services and generating positive results for their clients. 

A vendor with a strong reputation and credibility indicates their authority in the field and their ability to be a trusted partner.

• Reviewing Third-Party Platform Selection Criteria

Inquire about their evaluation process, which may include factors like the:

• Quality
• Audience relevance
• Performance metrics 

– of 3rd-party publishing platforms. 

Focus on vendors prioritizing partnerships with reputable publishers that align with your target audience and industry. 

A vendor with stringent selection criteria ensures your content is syndicated on trustworthy platforms.

• Verifying Trust-Building Measures and Brand Alignment

Check the vendor's following aspects:

• Content verification processes
• Data security protocols
• Compliance with privacy regulations

Concentrate on vendors prioritizing trust and transparency in their operations, aligning with your brand values and compliance requirements. It contributes to establishing a strong foundation of trust with your target audience.

10. Consider Support and Reporting Capabilities

Assess the vendor's customer support and account management services. Understand the level of support they provide during the implementation and ongoing engagement process. 

Shortlist vendors who offer responsive and knowledgeable customer support. It ensures your queries and concerns are addressed promptly. 

Additionally, consider their account management practices, such as regular check-ins and performance reviews. It ensures a proactive and collaborative partnership. Here’s how:

• Analyzing Reporting and Analytics Capabilities

Inquire about the metrics they track and the frequency and format of reporting. Look for vendors who provide comprehensive and insightful reports that allow you to assess the performance of your syndicated content.

They should also be able to measure key metrics, such as lead generation, engagement, and conversion rates. Additionally, consider their ability to provide customized reports or dashboards that align with your specific reporting needs.

• Verifying Transparency and Performance Tracking

Check the vendor’s methods of giving visibility into campaign performance, lead sources, and data accuracy. Focus on partners who prioritize transparency by providing access to the following:

• Real-time performance metrics
• Lead sources
• Ability to track the progress of your campaigns

Transparency and performance tracking contribute to your ability to make data-driven decisions and optimize your content syndication efforts.

Why Choose Revnew As Your Content Syndication Vendor?

Discover a better way to reach your target audience and achieve a significant ROI with our unique content syndication process. 

Unlike randomly publishing content on third-party websites, we, as an expert content syndication vendor, focus on creating a pipeline with high-quality leads (HQLs).

Our process involves publishing content on our trusted publisher website, curating a tailored prospect list, and engaging with them through strategic calls and emails. 

By obtaining permission to deliver our content directly to interested prospects (opt-ins), we generate highly qualified MQLs through content syndication that can accelerate your sales pipeline.

Don't be misled by the standard definition of content syndication on Google. Our approach goes beyond simple content sharing. 

We address the pain points of your target audience, including the lack of leads, MQLs, and ROI from content. Plus, we focus on the challenges of prospecting, nurturing, and effectively delivering messages across multiple digital channels.

We have the solution if you're tired of not knowing where to start or struggling to see enough engagement. 

Trust us! Our team at Revnew is fully equipped to provide foolproof, expertly crafted messaging and a tailored content delivery strategy – to establish your authority and generate the desired trust signals.

Check out how Revnew helped The Brooks Group connect and market its L&D programs to their target personas.