Benchmark Your Partner Performance
Content is a valuable marketing tool – not just when it comes to driving top-of-the-funnel metrics such as site traffic and search engine optimization.
Good content can help you generate leads and convert visitors into customers.
Seventy-five percent of content produced by B2B companies is gated.
That means that to access this gated content, one must register.
Examples of gated content include: whitepapers, webinars, eBooks, research reports, and buyers’ guides. These are also known as lead magnets and demand generation assets.
In this specific case, you may need to explore content syndication as one of the options to drive traffic to the gated content and scale your list building.
When you syndicate content, you’ll need a strategy for comparing prospective publishers, measuring your content syndication performance, and assessing and acting on the resulting leads.
Consider content syndication as a potential solution if you are willing to do what it takes.
And once you’ve done that, you’ll need a process for comparing potential publishers, measuring your content syndication performance, and assessing and leveraging the leads that result from that comparison.
This article talks about <anchor link text to
- How Does Content Syndication Work?
- Knowing Publisher and Data Provider Rates and Expectations
- Monitoring and Measuring the Performance of Your Content Syndication
- What prevents effective content syndication campaigns
- 3 recommendations for using content syndication to drive revenue
Let us understand the basis first.
#1. How Does Content Syndication Work?
Publishing your content on third-party sites designed specifically for your target audience is called content syndication.
Content marketing allows you to reach a wider audience than organic marketing (like SEO) or marketing to your existing audience through email and social media, increasing your reach in a short time and requiring little effort.
Occasionally, these sites will syndicate an entire piece of content. On other occasions, they may post only an excerpt. In this case, users would be directed to your website to view the full text. In either case, readers must fill out a lead-gen form before viewing or downloading the gated content.
Then you can remarket to them in the future and move them into the sales pipeline. More importantly, turn users on other websites into targeted prospects at the click of a button!
In the B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2021 report from the Content Marketing Institute, only 24 percent of B2B marketers use content syndication, providing a distinct competitive advantage to those who do.
#2. Knowing Publisher And Data Provider Rates And Expectations
Choosing the right partner for your content can be difficult with so many content syndication publishers available.
Fortunately, most content syndication publishers today offer a variety of pricing options. Unfortunately, these pricing models and lead requirements differ from one vendor to another, making it difficult to compare performance.
Publishers generally follow one of the following pricing models:
- Pay for Audience Access: There is no lead volume guarantee in this format. Rather, the publisher will promote your content on their site, and you will be charged a flat rate, the number of impressions (CPM) or the number of clicks (CPC).
Sites like these can have a very qualified audience, but you would not be able to predict lead size or calculate your final cost per lead (CPL).
- A Classic Cost Per Lead (CPL) Model: Using a CPL model, the publisher charges a specific rate per lead and you determine the number of leads according to that rate and your budget.
The volume of leads you will receive will be predictable, however you have less control over how many of them will fit into your buyer personas.
- A Specific or Accurate Cost Per Lead (CPL) Model: Today, there are many content syndication companies that offer advertisers more customised solutions for getting more qualified leads.
According to this model, the vendor will charge a specific rate per lead, but will ask for a higher price in exchange for a promise to only deliver leads that meet a specific standard. It’s more common with account-based marketing (ABM) or BANT lead campaigns (budget, authority, need, timeline).
Even though these campaigns usually demand higher rates, you are guaranteed a certain number of contactable leads that match your CRM and buyer personas.
#3. Monitoring And Measuring The Performance Of Your Content Syndication
Selecting the vendor that offers the lowest price for qualified leads isn’t always the most straightforward decision.
The performance of your content syndication vendor should be assessed according to your campaign goals.
To fill their demand engines, most content syndication strategies engage a diverse group of publishers.
In comparing vendors, it is imperative to measure performance according to the same standards.
#4. What prevents content syndication campaigns from being effective?
Content Syndication can be complex. First-timers face a number of challenges.
The challenges you’ll face include having adequate resources for execution, personalising content, monitoring performance, sending content based on user behaviour, prioritising your distribution strategies, and identifying your potential clients.
Regardless of whether you conduct inbound or outbound B2B content syndication, you need to ensure your targeting is accurate.
As for inbound marketing, this means selecting carefully the sites on which you will guest post or the businesses with whom you will co-market.
Outbound techniques require you to thoroughly review your prospect list and make sure they match your ideal client profile.
If not, your team will spend time on the phone with unqualified leads, which is a waste of time. If your targeting is bad, you may still get good leads, but you won’t be able to scale your efforts.
#5. 3 Recommendations For Using Content Syndication To Drive Revenue
- Qualified leads should be converted into sales as quickly as possible.
If you do not follow up with prospects, they may purchase somewhere else or lose interest.
Research shows that 35-50 percent of all sales are made by the sales rep who makes the first contact.
You can ensure qualified leads are engaged as quickly as possible by using real-time phone and email verification, data formatting, and delivery.
- Build scalable processes
The ability to manage a content syndication publisher campaign manually can be achieved.
However, if you plan to run multiple campaigns with multiple vendors, it can be difficult to scale, as different content may be sent to publishers with different requirements.
Additionally, the more vendors you work with, the more leads you’ll have to manage.
With publishers, you can simplify vendor communications, manage contract requirements and rates, track fulfilment, and standardise your lead collection, validation, and delivery process.
A real-time view of campaign progress and publisher performance is also readily available.
- Analyse content value
If you want to measure content syndication success, you can’t just look at each publisher’s results.
The content itself must also be measured.
With the help of technology, you can today identify the content that connects most with your prospects (and the assets that generate the most leads) to optimise your content campaign.
Read: 4 Awesome Strategies To Drive Your Content Syndication Off The Charts
Good content can help you generate leads and convert visitors into customers.
75% of content produced by B2B companies is gated, meaning that to download or otherwise access it, one must register.
Content marketing allows you to reach a wider audience than organic marketing.
Content Syndication can be complex and first-timers face a number of challenges. In comparing vendors, it is imperative to measure performance according to the same standards.
Monitoring and measuring the performance of your content syndication vendor should be assessed according to your campaign goals. Qualified leads should be converted into sales as quickly as possible.
With the help of technology, you can identify the content that connects most with your prospects. The more vendors you work with, the more leads you’ll have to manage for a content-based sales strategy.
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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