Content is the new storefront for B2B marketers. High-quality content can attract potential buyers to your business and help conversion. Most marketers today know this hack. They will flood their websites and socials with content of all kinds and sorts.
But here is the thing: Content lying idle on your website equals NO CONTENT AT ALL!
So, what do you do? Simple. Start syndicating content to reach out to a more extensive audience base.
Given that you have quality content at your disposal, by using the right distribution channel, syndicated content can help generate high-quality leads. It adds value to your business, unlike any other methods.
Curata reports that over 75% of B2B marketers are using content syndication to generate leads, of which 80% have approved it as the most effective tactic.
BrightTALK found that content syndication leads are 51% more effective than traditional lead generation methods. At the same time, Demand Gen reports that 61% of B2B marketers consider content syndication their top-performing lead generation tactic.
But before we get into the nitty-gritty of content syndication leads and how you get on about it, let’s understand what a Content Syndication Lead is.
So, you have published a blog on your website. But it is only visible to the traffic that visits your website.
How can you attract more eyes to your blog?
Republish it on a third-party website or a platform. Ensure that the third-party website has a good Domain & Page authority and experiences a good bulk of traffic to the website.
What types of content can you syndicate?
Everything. From articles to blogs to videos to infographics and whitepapers, you can republish everything you want on a third-party website.
However, your syndicate content must not be too promotional or self-serving.
Because it might not be well-received by the other publishers. Also, if the content is outdated, third parties might avoid republishing it.
How do you overcome this?
Create evergreen & high-quality content that benefits both you and your publishers. To learn in detail about content syndication, read this ultimate guide.
But isn’t republishing the same content on another platform hampering your SEO?
Technically, no. It won’t affect your SEO. You will not receive penalties from Google for duplication of content. Provided, the third-party website declares that the content on your website is the original source. By adding a simple canonical tag, all your SEO implications can be easily managed. You can also ask the third-party website not to index the page on Google. Another thing to keep in mind, while syndicating content is to ensure that your website publishes the content before the third-party website does.
Content syndication leads refer to potential customers who have expressed interest in a company’s products or services by engaging with content that has been syndicated, or distributed, to various websites, social media platforms, or other channels.
When a user interacts with the syndicated content by clicking on a link, downloading a whitepaper or e-book, or completing a form, they become a content syndication lead.
These leads are typically provided to the company by the syndication partner, and are considered “warm” leads, meaning that they have already shown an interest in the company’s offerings.
Companies can then follow up with these leads through email marketing campaigns, phone calls, or other outreach methods to try to convert them into paying customers.
The recent upsurge in using content syndication for lead generation by the B2B companies has created a tremor among the marketers. So, how do you get started on generating those lucrative leads through content syndication? Let’s find out.
Like any good plan, you start with what do you want out of your syndication campaign! For most marketers and organizations, the goal is to get high-quality leads and more traffic to their websites. You can also conduct syndication campaigns to improve your brand reputation, enhance customer engagement, and foster long-lasting relations with the customers.
Here are a few pointers to help you source a solid publisher:
1. Your publisher should have the same target audience as yours.
2. The domain authority of your third-party publisher should be high.
3. Your publisher should have an elaborate distribution channel with a strong online presence.
4. To avoid any disputes, ensure you clarify who will own the rights to the content post the completion of the campaign.
5. Make sure the publisher you are reaching out to is someone who fits within the budget.
Here’s a trick to search for publishers for your syndication campaign:
Look for blogs with tags as “Republished with Permission” or “Originally Published In.”
Narrow your search on Google by using this hack:
“republished with permission” inurl:[your blog topic]
Choose an asset that you already have or create something new for your content syndication campaign. Make sure it is short and easy to read, so that people will be interested in reading it and engaging with it. It should be something that can be made quickly and won’t take too much time to understand.
Talk to your content syndication provider or publisher about the best ways to publish your content, including where, how, and when it should be published. This will help you get the most value from your content and ensure that it reaches your target audience effectively.
Want to learn how can you nurture the leads you generate in the most effective way? Give this blog a read.
When choosing a platform, think about who you want to reach and what type of content you want to share. Different platforms might work better for different types of content and audiences. There are different online platforms that you can use to find people who might be interested in your content. Here are some examples:
LinkedIn: A platform where you can share content with other professionals and target specific groups of people based on their job, industry, and company size.
Outbrain and Taboola: Websites that promote your content on popular websites to reach a larger audience. You can target people based on their interests and behaviors.
Quora: A forum where you can answer questions related to your industry and share your content.
Twitter and Facebook: Websites where you can share your content with others and target specific groups of people based on their job, industry, and company size.
There are plenty of other platforms that you can leverage for your syndication campaigns.
Check this blog on Top 10 Content Syndication Networks Platforms.
B2B content distribution is a vital method for generating leads for many large businesses. It allows you to expose your valuable content to a wider audience than you would usually reach by solely hosting it on your website.
B2B marketers recognize the importance of content distribution, with 46% intending to improve their content distribution channels, including content syndication, in 2020.
When launching a content syndication campaign, you can collaborate with vendors to specify the number of leads you want to generate. Expect to pay around $80-$100 per lead from a director level or above (source: https://www.markletic.com/). You can also include qualifying questions, but the more questions you add, the higher the Cost per Lead (CPL).
Including qualifying questions in your campaign is recommended to avoid wasting time and resources on unqualified leads that your sales team will have to sift through.
However, even with qualifying questions, the leads generated from a content syndication campaign are typically cold. Therefore, you need a nurture campaign to warm up the leads before passing them on to your sales team.
Successful B2B organizations often focus on account-based marketing, which is why when negotiating with content syndication vendors, you can provide them with a list of named accounts or target accounts. This ensures that leads are generated only from accounts on your list.
Content syndication and account-based marketing complement each other. In 2020, 42% of B2B marketers were exploring account-based marketing tactics.
Aside from lead generation, content syndication has other benefits. You can increase your content visibility by re-publishing your content on third-party platforms, positioning yourself or your company as a thought leader. By updating your content regularly, you can extend the period in which it generates value.
Content syndication can also help you drive high-quality links to your website, which are essential for search engine optimization and building credibility. Republishing content can often result in high-authority backlinks, which is especially valuable for startups looking to grow quickly.
If you think blogs are the only assets you can use for content syndication leads, then you are only scraping at the surface. You will be surprised to know that any form of content can be syndicated. There are several types of assets that can be used to syndicate content, depending on the platform and the type of content being syndicated. Here are some common asset types used for content syndication:
These are just a few examples of the types of assets that can be used for content syndication. The key is to choose the type of asset that best fits the platform and the audience you are targeting.
Syndication is synonymous with strategizing. The better you strategize your syndication avenues, the better the result you can muster. But nonetheless, there are some basic guidelines & pointers you need to keep in mind while you syndicate your content.
Apart from increasing the visibility of your content, syndication also saves time. You do not need to create brand new content from scratch and repurpose your existing content, saving time and effort. If you want to know more on how your content can be benefitted from syndicated content, read this blog now.
Going back to our initial analogy, generating content syndication leads can be compared to a storefront display in a busy shopping district. Just as a well-curated storefront display can catch the attention of passersby and draw them into the store, effective content syndication can attract potential leads and drive them to your website. However, just like a storefront display, it’s important to choose the right elements to feature (i.e., content asset types) and arrange them in an appealing way that resonates with your target audience. By continuously updating and optimizing your storefront (i.e., content syndication leads), you can create a captivating display that drives traffic to your website and converts leads into customers.
To know more on content syndication leads, give this blog a read.