Content syndication or web syndication is a method of sharing information or content between different, usually third party sites. This could be either as a summary of recent postings, videos, images or simply headlines referring to original content. Consider it a kind of symbiotic arrangement that allows third party websites to access free content, and in return provides the original author with increased exposure and free referrals back to his/her website.
In B2B marketing specifically, content syndication has a major impact on not only promoting your content but also on driving traffic to you website, reaching a larger audience and also converting some of that audience to customers. In fact, more that 65% of B2B marketers rely on content syndication for lead generation.
So to smooth out your lead generation from content syndication, let’s have a look at some of the most common mistakes B2B marketers make with content syndication :
1. The choice of publisher
Getting this right will save you a lot of trouble in the future and ensure a great 3rd party marketing relationship that can generate large numbers of leads. When selecting you publisher, ask questions concerning their strengths, the channels they use and their data privacy policies when working with B2B content syndication. Be careful to not be too specific in your target audience and the publisher that targets them, as using a wide marketing approach can be very beneficial in generating productive leads. If your content and abstract is precise and targeted enough, with the choice of strategic and well formulated filters, even a wide advertising base can be very directed and productive. Additionally, if a wide network base is what you are considering, ad networks can be a much cheaper advertising option.
Although managing multiple publishers can be daunting, finding a few trusted partners and keeping with them for years and years to come is not the best marketing strategy. You have to remember that even the biggest publishers will eventually exhaust their target for your product. Additionally, you have to keep up with the fact that your audience will change and evolve and that different publishers may have access to new audiences that can boost your lead generation.
2. Use modern technology syndication programs
In many aspects these programs are designed to combat some of the mistakes listed here, and can thus be a very valuable asset in your marketing toolbox. Examples include Intent Data and ABM tools. These are specialized programs that ensure the automated generation of quality data and the targeting of entire buying committees instead of single potential buyers.
Having said this, keeping an eye on the software you use is vital to keeping up with technology. This is such a driven and evolving technology that programs soon become outdated or just less suitable to your specific needs. Therefore it is necessary to regularly review what technology you are using, making sure that you replace outdated or less optimal software with up to date and better performers.
3. Check your content
Although this may sound redundant, many marketers fall into the trap of poorly written content for their specific marketing needs. These include poorly written abstracts for your publisher’s website. These tend to be too dry and formal and could lead to lack of conversion. In short, abstracts should be concise in describing the value of your product or service and have a drive for action, such as a download or subscribe option.
Not all potential customers are stimulated by the same content format so using multiple forms ranging from long white papers to short abstracts, visual, audio and statistical layouts can target a larger audience. Additionally, listen to the recommendations of you publishers on providing the correct and most effective content.
Lastly, publishers rely on you for enough content to allow them to deliver the number of leads they were contracted for. If you provide them with too little new content on a regular basis, this could hamper the results you receive.
4. Monitor your sales department
There is a fine balance between bombarding any leads that come in through 3rd party sources and gently persuading leads to become customers. This can be tricky as any potential customer that has shown interest in your product or service should be contacted as soon as possible to prevent loss of interest. Many customers would access your data and even download information but forget about it. Due to the lead reporting process, companies may only have access to leads a couple of days after that lead has shown interest in their product. It is thus important to make contact as soon as possible, as leads may be up to a week old. The tone of this contact is vital and should be personalised and helpful instead of sales driven until leads are converted to customers.
I hope this information helps you fast track your content syndication B2B marketing!
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