Abstract
Do you have great meaningful content that can boost your industry with new ideas? Do you post it on your blog or websites but don’t get as much traffic as you ought to have? No worries, we have a solution for each of your problems.
In this Ebook, we would discuss how to make your content rank at the top in your field. We would represent the idea of content syndication and how it would be your best choice for content-related issues.
So let’s get started….
What is Content Syndication?
Content syndication refers to the content as an article, a video, an infographic, etc that gets republished on one or more different websites. The publishers do the syndication of content as it helps them out in extracting fresh information for their readers.
In simple words, content syndication is web-based content that gets re-published by a third party, in various forms of digital content that helps the marketer reach new audiences and gain new leads.
For B2B marketers, it is a key lead generation avenue that lets them access the doorway that leads them to the larger audience to present their resource-intensive content. So B2B content syndication means the republishing of digital content such as white papers, blogs, and videos other than your website by third-party websites as it aims to generate new leads from prospective customer accounts.
To reach a larger audience for your content, there are content syndication vendors who cease a deal with the B2B marketers about the no. of leads marketers want to generate from a content syndication campaign.
Through content syndication campaigns, one can expect to pay around $80-$100 per director level and above leads. To make your campaign get guaranteed success, nurture your campaign with content syndication vendors.
Merits of B2B Content Syndication
In generating B2B leads, the syndication of content plays a tremendous factor. There are various benefits of B2B content syndication –
- ROI from SEO
Google has the power that analyzes all the content that is uploaded on it and when your content on a site has a higher authority than your own, it will automatically boost your ranking on it.
- New Audience Reach
The content syndication can double or even triple your ideal target audience reach with no extra work. The best thing about content syndication is the reach to the thousands of ideal prospects who may be unaware of your existence in the market.
- Lead Generation
Content syndication is a tool that locates the qualified prospects that are interested in your products and services.
- Prospect Qualification
It can make your content travel to a wider audience in a much shorter period. It is a cost-effective way to gain access to an audience that may turn 1000 views into hundreds of thousands of views from the very targets you prize most.
- Brand Awareness
When you secure guest posts on an authoritative website that features your content on its newsletter, generate massive brand awareness of your services.
- Credibility
Content syndication allows you to get noticed by the authoritative guest posts, newsletters, new backlinks, social media mentions, cos-hosting webinars, etc., making your customers more confident about your brand over your competitors.
- Backlinks
The Guest posts on authoritative websites, let you link back to your website providing site-wide SEO benefits and growing your traffic.
- Traffic
The content syndication drives more traffic to your websites.
Methods of B2B Content Syndication
The B2B content syndication methods are of two types –
- Inbound
- Outbound
- Inbound Content Syndication Popular Tactics:
- Co-marketing: When two companies cooperate on a project with mutual benefits, but that doesn’t mean you would work with your competitors but to co-marketing and for that –
# Co- authoring a white paper that both companies share with their audience
# Co-hosting a webinar on relevant pain points of the customers
# Hosting an event together that would have ideal customers as attendees.
- Social Media: Promoting your content from your accounts and the popular accounts with relevant audiences.
- Guest Blogging: This allows you to post your content as a guest on vendors’ websites, highlighting backlinks that redirect to your website.
- PPC Promotion: Allowing your content to be posted on popular platforms like Facebook, LinkedIn, Twitter, etc., under the paid campaigns would drive relevant traffic to your content
- Outbound Content Syndication popular Tactics
- Telemarketing: For this, you must have B2B data set with accuracy in larger no., through which your content would reach directly to the prospects by calling them.
- Cold Email: When you have your ideal customers list and are sure about their interest in your service, using cold emails for content distribution is the best way.
Challenges of B2B Content Syndication
- Enough resources for good execution:
The content syndication campaign requires time, energy, and a robust team that can do multiple tasks from cold calling to blog posting to webinar hosting on a high level which is very challenging.
- Personalized Content:
For the splendid success of your campaign, your content must reach the right prospect at the right time, and grabbing their attention needs content personalization is not simple as it sounds.
- Measuring Effectiveness:
Running a campaign and keeping your eye on its effectiveness needs great dedication is difficult.
- Sending Behavior-Based Content:
The lacking of a reliable method to reach prospects when they are actively looking for the same what you have.
- Prioritizing the right syndication methods:
Content syndication has an issue with capacity, as it requires everything done at once.
- Ideal Customer targeting:
Whether its inbound content syndication or outbound one, both require a guaranteed accurate target.
Metrics Used to Track Content Syndication Effectiveness:
- Lead Quality
Qualification criteria need to be matched.
- Lead Volume
Needs to generate enough volume of leads
- ROI
Revenue versus a cost-per-lead
- Brand Lift
Recall of brands in target accounts
- Traffic
An additional volume of visits to company websites
How to use different B2B Content Syndication Types?
According to the sources, there are 600 million+ blogs on the internet and 91% of B2B marketers use blog posts as their marketing strategy. That means content syndication has huge potential to grow your business and some most popular types of content syndication that can drive consistent traffic to your websites are-
- Push Your Content to Third-Party Sites:
Third-party has two forms of content syndication:
1. Only syndicated content- This allows you to republish your content on third-party sites without sharing original content with the readers.
2. The merger of syndicated and original content- With this form, you can share both original and existing content with the publishers.
- Social Media usage for Long-form Content:
In this era of digitalization, social media is the trendiest way to reach your targeted audience as it is a very influential platform and the fastest one. Accessing social media platforms like Quora, medium, LinkedIn, etc for intent-based B2B content can bring massive exposure to you.
- Distribute Your Blogs on RSS or Feeds:
RSS stands for Really Simple Syndication, it is beneficial for the B2B websites as it combines intent into the approach and interested prospects with pertinent blogs. This gives a syndicate content update stream constantly and you can even use feeds for audio or video content distribution.
- Paid Syndication Campaign Setup:
The content syndication vendors use cost per click or cost per lead pricing models that vary as per the campaign’s budget and bid rate under which the automated system determines the third-party platform for content distribution.
- Other Content Formats Syndication:
The B2B marketers can republish different content in different formats like- it can distribute Infographic content on Pinterest
For video content, YouTube is the best channel
Webinars on Zoom, google meets
SoundCloud and iTunes for podcast content
SlideShare for presentation syndication.
Steps to Syndicate B2B Content
- Set B2B content syndication goals and KPI
Before establishing the content syndication strategy, spot the answers to the following questions:
1. Why are you doing this?
The answers to this would define your KPIs objectives, key and metrics growth that evaluates the significance and impact of your content syndication.
2. Who is your audience?
Summarize at the personal level by identifying specific verticals. If you would be clear with the question of whom to approach, this would increase the higher success rates and long-term ROI than broad, vaguely focused content.
3. What will be your next step?
As content syndication is a great practice, it has the potential to deliver impressive outcomes for your content marketing efforts.
- Content syndication strategy identification
There are 4 common approaches to this –
1. Syndication to a bigger website:
Republish your existing content on websites that has more reach than yours with more web authority. By this, you would advocate amplification in your reach and tap into new markets for your organization, increasing the online presence of your brand.
2. Syndicating on a similar website as you
If you are targeting niche markets, as a B2B Saas industry does, syndicate your content on a similar, smaller, more focused publication by this you can add value for your readers while still generating new leads and attracting readers to your blog.
3. Guest post on a big publication and syndication to your channel later
Publish your content as a guest post on the sites like Medium, LinkedIn, Quora as they have a larger target audience that encourages guest blogging to prefer organic and original content so syndicate the content on your website.
4. Publish content and get picked up by other publications
With content having a value-rich piece for the audience, your content would naturally gain traction, spread buzz, and move up on Google’s SERP.
- Identify the syndication process and metrics to measure the outcomes
Leverage your brand assets strategically to meet campaigns expectations and measure the outcomes by-
- Total page views
- Average time spent on a page
- Average bounce rate
- Conversion rate
- Most shared or liked on social media
- B2B Content syndication Platforms
Business-to-business content syndication requires a larger platform, so choose your platform wisely, such as Medium, Quora, LinkedIn, SlideShare, Business2Community and make sure that it has the link to the original article, and share it across emails, social media, and other distribution channels of your company.