Content syndication can help you amplify your messaging and boost lead-gen efforts. In fact, 65% of B2B marketers use content syndication as a core lead gen tactic, according to research from Salesbox.
With more marketers using the tactic every day, you need to be selective about the existing content you use to fuel your syndication efforts and how to create net-new content that will make the cut. The vast majority of marketers use white papers (85%) and webcasts (60%) for syndication, but we recommend breaking that pattern when it makes sense. Instead of choosing assets by format, design content messaging and experiences that are optimized both for syndication campaigns and new audiences.
Here are some guidelines to help you determine whether your content is syndication-friendly.
Make It Substantial and Valuable.
We’ve all downloaded a piece of content and discovered it wasn’t the meaty asset we were hoping for. When you publish content via a third party, whether that’s a publishing partner or another channel, make certain that it demonstrates your brand’s unique expertise and thought leadership on the subject. Publishing a robust static or interactive piece such as a research report or a big rock asset reassures your audience that they’ll receive plenty of value for their information. That boosts the likelihood that they’ll be willing to fill out a lead gen form. Now that companies are making short-form content quicker and easier to access – and sometimes even eliminating forms altogether – it’s more important than ever that your gated content provides apparent value. Never let readers download “meh” content.Make It Relevant.
Standing out in the highly competitive content landscape demands audience-centricity. You need to promote the right message in the right content to the right audience. When you develop your strategy and begin to identify syndication partners, take care to match them to the right topics and content. Leverage a basic understanding of the key buyer pain points, trending topics and watering holes. With relevant content, you have much higher odds of generating a stream of quality leads, supporting your syndication ROI.Make It High-Quality.
This should go without saying, and it applies to every asset you produce, but it’s particularly crucial when it comes to syndication. The people who view your content may be unfamiliar with your brand. If the asset is vague or fails to say anything new or different, or if it’s peppered with design flaws, typos and other distracting errors, don’t put it into syndication, because this content will be the first impression you make on countless potential buyers. Make your lasting impression a positive one. Before you embark on your syndication journey, take a closer look at the kinds of content your buyers are craving in the 2019 Content Preferences Survey Report and in Top Content Marketing Trends B2B Brands Can’t Afford to Ignore.
Holly Celeste Fisk
Holly Celeste Fisk is an accomplished marketing pro with 20+ years of experience in B2B and B2C. She’s responsible for Content4Demand’s internal marketing efforts, managing everything from content creation and email marketing to events and sponsorships, blog publishing, website management and social media presence. When she’s not working, you’ll find her sliding into third at softball, buried in a book or practicing her Italian.
