In the ever-evolving digital marketing landscape, content syndication has emerged as a crucial strategy for businesses looking to enhance their reach and engagement. However, misconceptions make it essential (& difficult!) to differentiate fact from fiction. In this blog series, we’ll explore the truths and lies about content syndication programs to help clarify their value and effectiveness. We’ll also share thoughts and examples from our customers.
Truth #1 – Content Syndication Can Drive Engagement in Your Target Accounts
One of the most significant advantages of content syndication is the ability to drive engagement within your target accounts. By partnering with an established lead generation company, your content can be promoted to your ICP (Ideal Customer Profile) on a permission basis, leveraging intent data from 3rd parties. This heightened visibility increases interaction with your content and helps establish your brand as a thought leader in your field. Engaging content that educates or solves problems resonates with your audience and encourages them to connect with your brand. This interaction provides valuable insights into what your target accounts are interested in, allowing you to tailor future marketing content accordingly.
What our customers say – B2B demand generation leaders often share that driving engagement to their targeted audience is expensive. CPL, through paid advertising, is unpredictable at times, and spending can rise daily. With the right content syndication vendor, you can set your CPL to your target account list prior so budgets are easily managed and ROI can be efficiently tracked.
Truth #2 – Content Syndication Can Drive Awareness Within Your Target Accounts
Awareness is the first step in the customer journey, and content syndication excels at creating brand awareness among your targeted ideal customers. By syndicating your content, you expose your brand to decision-makers in your target accounts, making them aware of your offerings to solve their potential business issues or pain points. For instance, when a third party promotes a whitepaper, it showcases your expertise and puts your brand directly in front of key stakeholders. Over time, consistent exposure builds recognition and trust, greatly enhancing the likelihood that these stakeholders will consider your products or services when needed.
What our customers say – B2B demand generation leaders share that concerns about driving awareness effectively as one of their top concerns when focused on creating demand. Content syndication vendors take out the guessing and ensure your target audience reads your content when searching for knowledge about your industry and solutions. These vendors partner with targeted websites and publications in your industry and help build upon awareness and trust of your brand over time.
THE LIE – Content Syndication Leads Do Not Convert
This statement is a common misconception about content syndication and can lead many businesses to overlook its potential. The truth is that while some leads may never convert, content syndication indeed drives quality leads that can convert over time. The key lies in understanding the nurturing process that follows engagement. When leads interact with your syndicated content, they enter your marketing funnel, often requiring additional touchpoints to help them make a purchasing decision. Effective content syndication programs are designed to work in tandem with other marketing efforts, such as targeted email campaigns and retargeting ads, to nurture these leads through the buyer journey.
What our customers say – Customers have conveyed challenges when content syndication leads are passed immediately to sales because they’re not yet primed as SQLs. Our best customers realize that Marketing needs to nurture these leads first in order to build a digital relationship with leads and their brand before they are ready for a conversation with sales. We recommend creating your own nurture process ahead of time to get a jumpstart on engagement with the targeted leads generated from your content syndication vendor.
In conclusion, with the truths about content syndication revealed, it’s time to add this valuable demand generation tactic to your strategy. Identify the best partner for you; with over 25 years of deep domain expertise and a customer-first approach, LeadSwell will get your program up and running within days, so start your pilot today! Contact us at sales@leadswell.com.