Before deep diving, let us first understand two things:
- What is content syndication?
- How does it benefit you?
What is content syndication?
The practice of publishing, broadcasting, and distributing independently created content is known as “content syndication.”
For example, syndicated material includes repeats of old television shows that are broadcast on channels. These channels are new ones and different from those where they first aired.
Content repurposing where you take existing content in one format and tailor it in another format, say from text to video or slideshows, is another method of content syndication.
In other words, the content that you have already developed can be extended, imbued with a longer life, thanks to content syndication.
Syndicating content brings in new viewers and readers and helps you get the more exposure for your work.
It is a known fact that the majority of marketers struggle with getting quality visitors to their content.
Examine the risks of not executing a well-thought-out approach today, when more marketers are using syndication to create customer pipelines.
Successful B2B content syndication involves identifying the right audience, ensuring the quality of lead data, and using intent signals to prioritise follow-up and maximise results.
This blog will go over some of the most common errors that marketers make when it comes to distributing their content.
The blog covers the following:
- Advantages of Content Syndication
- The Drawbacks of Content Syndication
Though the blog is all about the drawbacks of content syndication, it is also important for you to know the benefits.
#1. The Advantages of Content Syndication
Content syndication is at the top of the revenue funnel. However, its impact and benefits ripple down.
How does that work?
Simply by putting your message and brand in front of unengaged but high-potential buyers.
Even though there are a lot of different ways to boost your demand generation numbers, content syndication remains far and away the most effective method.
Availability to a larger audience
Through the use of syndication, your content is brought to the attention of a new audience.
You can target a subset of your audience with syndicated content, giving them the information they seek where they are already looking for it.
Besides, you are able to target your audience all the way down to your Ideal Customer Profile (ICP) by utilising content syndication.
It’s easy to tap into some of the huge social media followings of some of the larger publishers.
The Authority of Links
When done properly, content syndication can result in the creation of valuable backlinks.
In turn, it contributes to an increase in the authority of your website.
You can improve your SEO ranking by using quality links that point back to your own website on websites with higher authority.
Syndicating your content on well-known and authoritative websites can help you establish yourself as a thought leader.
Thus, boost the reputation of your brand.
When prospective customers see your company name and brand in credible publications, they will regard you as an authority figure.
Customers will become more familiar with your brand.
This results in continuous exposure and increases their interest in purchasing your product.
#2. The Drawbacks of Content Syndication
Syndicating your content has many benefits.
However, in reality, it is often mismanaged.
The result can be a significant drop in performance, which can lead to bad outcomes.
There are a few common mistakes, you should watch out for when it comes to having a successful content syndication strategy.
A Lack of Clarity Of Your Target Market
What are your most profitable customers’ demographics?
Have you looked at your Ideal Customer Profile (ICP) lately?
It is crucial you have answers to these questions, before you begin syndication.
A content syndication initiative must be preceded by an audience review, especially if you haven’t conducted one for some time.
When crafting content syndication campaigns, marketers often fail to spend sufficient time narrowing or refining their target audience.
You can use these tips to decide who to send your content to:
- Create in-depth buyer personas using the information gleaned from your various teams and systems.
- Determine the issues and difficulties that your potential customers may be facing.
- Develop ideas for content in collaboration with sales.
- Rather than trying to sell to your audience, focus on educating them.
Syndicating The Wrong Content
When choosing what content to syndicate, you should steer clear of using promotional and product assets.
You may ask why?
It’s your first impression on potential customers, so make sure the content you share educates them more than just makes them buy.
It’s better to focus on topics that interest both your ICP and personas, like trends, paradigm shifts and how-to tutorials.
It might seem like a shortcut to offer your brand information pack, but this does not add value at the top of the sales funnel.
Generally, it will have the opposite effect, distancing people from your brand.
Using a variety of presentation formats will increase the likelihood of satisfying the buyer’s information needs.
You must remember that different buyers will react differently to the same information, whether it’s due to their jobs or their own preferences.
How many of each asset should you use. Three factors determine the utilisation of your assets:
i. The depth of your message
ii. Relevance across industries
iii. The ambitiousness of your syndication goal
For larger projects or shorter timeframes, more resources are usually required.
Ideally, if you are going to syndicate your content, you should provide the third-party provider with at least three to five assets.
This gives third-party providers a variety of options to target and assess what resonates with the audience.
Incomplete Processes in Syndication
It is possible that you may not understand what sales considers to be a lead.
An agreement makes a world of difference when defining your nurture paths.
It is unlikely that a lead is ready to purchase your product simply because they downloaded your syndicated content guide.
Therefore, it is essential to have a well-thought-out and compelling follow-up, or nurture plan.
Experts say that the nurturing process for content syndication leads may take longer than for other sources.
Your content syndication scheme should only enable users who meet your standards.
During follow-up, your goal should be to qualify each contact or lead.
Followed by sales-focused messaging and content.
No Direction For Sales Or Sdrs On Follow-Up Practices
Demand generation campaigns typically generate different leads than content syndication campaigns.
Say your potential lead for content syndication has downloaded content from a competitor’s site.
Although they may have downloaded your content a few days ago, they are unlikely to remember your business name, let alone your website.
It is impossible to succeed with content syndication if you hand over leads like these directly to sales without setting realistic goals.
As a result, you require a follow-up process that places more emphasis on the content than it does on the product itself.
Providing sales with an efficient follow-up process will result in increased support for your content marketing efforts in the future.
It would be more productive to focus on the problem the content is attempting to solve.
It is time to invest in a successful content syndication program.
Remember that, despite the challenges and obstacles, content syndication provides a high return on investment.
Let’s Recap: How To Perfect Your Content Syndication
- Marketers frequently fail to devote enough time to narrowing or refining their target audience.
- An audience review, or research, must precede any content syndication initiative.
- When it comes to having a successful content syndication strategy, there are mistakes that you can avoid.
- It is impossible to succeed with content syndication if leads at the top of the funnel are passed directly to sales without nurture.
- For those who invest in a good follow-up plan and an effective lead nurturing process, content syndication provides significant returns on investment.
Accelerate your leads with Content Syndication today!
Digitalzone puts your B2B leads and sales on steroids.
Using a global B2B database of 71 million companies, we have created and managed 46,872 successful campaigns for companies based in the USA.
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