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 and generating highly-qualified leads.
And 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.
In the B2B landscape, companies face several pain points that hinder their marketing efforts:
Did you know? Only 29% of companies respond to all prospect requests. Yes, lead generation is a major 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,
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:
With these insights, you can track the performance of your syndicated content and optimize your strategy to maximize ROI.
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.
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:
Hence, embracing content syndication can transform your content marketing efforts and propel your business toward greater success with targeted prospecting. 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:
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:
1. Reliable and Accurate Data: Does your vendor provide high-quality, up-to-date data – enriched with intent data for better targeting and segmentation?
2. Buyer Analytics: Do they analyze buyer behavior and campaign data to enhance your database and personalize follow-up campaigns?
3. Audience Engagement: Can your vendor engage their audiences through nurturing, partnered content, and intent signal analysis – to identify interested prospects?
4. 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.
5. 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:
Begin by identifying your specific goals and objectives. It involves the following:
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:
Understanding your unique needs will help you narrow down vendors that align with your goals.
Establish clear and measurable KPIs for your content syndication efforts. These KPIs could include metrics like:
Defining specific KPIs will allow you to evaluate the success of your content syndication campaign and track progress toward your goals.
Ensure your content syndication goals align with your organizational marketing framework. Consider how syndicated content fits into your broader marketing initiatives, such as:
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.
Experience is vital. Let’s discuss what you need to know to gauge your shortlisted syndication partner’s expertise and experience:
Begin by evaluating the vendor's history in content syndication. Look for established vendors with a proven history of success. Consider factors such as:
A vendor with a solid track record is likelier to have the apt knowledge and skills to deliver effective B2B content syndication services.
Dive deeper into the vendor's past projects 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:
– to gauge their effectiveness.
It's important 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:
This familiarity will enable them to tailor their syndication strategies to maximize results for your specific industry.
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.
High-intent buying signals indicate when a potential customer is:
Identify the high-intent signals most relevant to your business, such as:
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.
During the evaluation process, verify the vendor's capacity to target your audience effectively. Inquire about the following:
Plus, ask for 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.
How can you evaluate the quality of the MQLs generated through your vendor? Here’s how:
Evaluate how they assess and qualify leads before categorizing them as MQLs. Inquire about their criteria for determining lead quality, such as:
Look for vendors who employ rigorous lead qualification methodologies. It will ensure the MQLs align with your target audience and meet your specific criteria.
Examine how they ensure the accuracy and authenticity of the generated leads. Shortlist vendors who employ robust data validation techniques, such as:
– to enhance lead quality and reduce the risk of false or outdated information.
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.
Next, how can you gauge your vendor’s content syndication framework? Here are our recommended steps:
Examine the vendor's lead generation strategies. Understand how they capture and qualify leads through their syndication efforts. Evaluate the following:
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:
Determine how the vendor obtains consent from users to share their information with you. Look for partners prioritizing ethical and compliant practices, such as:
In addition, ensure the vendor's opt-in strategies align with your organization's data protection and privacy requirements.
When choosing a content syndication vendor, validating the preparation of their provided prospect lists is essential:
Inquire about how they identify and compile the target prospect list. Understand the data sources they utilize, such as:
Focus on vendors who employ robust research methodologies to ensure the accuracy and relevance of the prospect list.
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.
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.
The above steps will clearly show the vendor's ability to deliver results and achieve the desired objectives.
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.
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.
Assess how they deliver the syndicated content to prospects and encourage interaction and engagement. Look for vendors who leverage multiple channels, such as:
– 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.
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 building and nurturing relationships with prospects effectively.
When choosing a content syndication vendor, evaluating their credibility is crucial. Here's how you can do it:
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.
Inquire about their evaluation process, which may include factors like the:
– 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.
Check the vendor's following aspects:
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.
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:
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.
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:
Transparency and performance tracking contribute to your ability to make data-driven decisions and optimize your content syndication efforts.
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 precisely focus on creating a pipeline with high-quality leads (HQLs).
Our process involves publishing content on our own 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 found 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.
If you're tired of not knowing where to start or struggling to see enough engagement, we have the solution for you.
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.
Take the first step towards maximizing your content's potential and driving real results. Contact us today to unlock the power of our content syndication process and experience the accelerated growth you've been seeking.
Check out how Revnew helped The Brooks Group connect and market its L&D programs to their target personas.