B2B NewsPet industry newsKey Considerations: Content Syndication for Lead Gen

Key Considerations: Content Syndication for Lead Gen


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For every successful marketing strategy, there are several core tactics that help tick key requirements off the list. In terms of the lead generation component, you can’t go wrong with content syndication. We’ve already covered what content syndication is, now we’re going to focus on why it’s so effective when it comes to generating qualified, relevant leads.

How Content Syndication Gets People in Your Pipeline

Simply put, content syndication means re-publishing your content on third-party websites. It’s a trade: the third-party website gets relevant content for free. And you get exposed to a new audience, along with backlinks to your own website, which also helps boost your SEO rank and drives more organic traffic. It can also bolster your database and pipeline as new leads.

In theory, it’s straightforward. In practice, you have to consider at least three factors for content syndication to be an effective means of lead generation.

Consideration #1: What is your content syndication strategy?

Your goals need to be very specific if you want to ensure you’re getting the results you want. For instance, if you want new leads that have never engaged with you before—top-of-the-funnel leads—you’ll likely be using broader and more general content.

On the other hand, if you want to better qualify leads you already have, you should zoom in and get more specific with the content you syndicate. For instance, you can address a common concern you’ve uncovered through interacting with your leads.

Your goals will also determine where you choose to syndicate.

For new leads, you’ll want to syndicate on popular, high-ranking websites that also reach your target audience. These could be companies in the same vertical industry as you are, but aren’t direct competitors. Sites that aggregate industry news are another potential candidate for a content syndication partnership.

It works differently when you’re talking about qualifying existing leads. For that you need a greater degree of control over the syndication process, something you won’t always get with third-party websites. Your best bet here are dedicated content syndication services like DemandScience’s PureSyndication.

With content syndication, you can talk directly to those who are truly interested.
With content syndication, you can talk directly to those who are truly interested.

Consideration #2: What kind of data are you getting back?

All content syndication arrangements should include reporting of some kind—beyond the actual lead information. Partnerships with other websites, for example, might readership numbers and perhaps even CTRs. If you choose to syndicate on social media, those platforms can report on likes, shares, comments, and clicks.

Those metrics can give you a general idea of how your content is being received, but if you want data that will have an impact on your future marketing campaigns, you need more depth. Dedicated content syndication platforms provide that level of detail, because they’re specifically designed to meet the needs of B2B companies looking to syndicate their content.

Take readership statistics, for example. At its most basic, they will tell you who read your content. What is far more useful, however, is knowing which section of your content they spent most of their time on. This level of specificity will clue you into what it is about your content that particularly interests them. You can then use this information as you begin nurturing your leads further—and they’ll appreciate getting content that is directly relevant to them.

Engagement is also a key consideration. Many websites that will syndicate your content won’t allow you to place a contact form directly within your content, because it may confuse their audience. At most, you’ll be able to include a link to your landing page. With dedicated syndication platforms, you can include contact forms as part of your content. Which means you’ll be receiving data directly and will be able to act on it more quickly.

Consideration #3: How are your leads getting qualified?

Another important piece of the data puzzle is, naturally, contact information for your leads. You get this from a lot of content syndication partners, but it’s usually in the form of a raw leads list, possibly with incomplete or even non-usable information.

Raw data isn’t much help when what you really want to know is who’s truly interested and even to what extent they’re ready to make a purchase. This allows you to focus your time and efforts on leads which have the highest likelihood to convert.

With dedicated syndication platforms like PureSyndication, qualification begins during your content syndication campaign. You get dedicated quality assurance researchers who keep tabs on your campaign to make sure things remain on-point per your goals. Additionally, they also verify and qualify the inbound leads for accuracy of information and relevance to your parameters, respectively.

This is no small thing, because inactive and out-of-market leads tend to be a huge drain on your time and resources. With point-of-contact qualification, you get the added bonus of segmenting from the get-go—which can help expedite your further nurturing efforts.

Content syndication is an effective way to build your contact database.
Content syndication is an effective way to build your contact database.

Better Leads Through Content Syndication

Content syndication will bolster your lead generation efforts. It lets you speak directly to your target audience, clues you into what that audience is responding to, and gives you the opportunity to further qualify leads based on how likely they are to buy from you. If you want to make the most of your content syndication campaigns, make sure you have the right answers to these three key considerations.

Better Content Syndication Begins with DemandScience

With DemandScience’s PureSyndication you gain all the advantages of a dedicated syndication platform. Based on your exact specifications, we can build a list for you from over 131 million verified B2B contacts from all industries across the globe—even expanding your reach with look-alike lists. We place your best content in front of those most intereste and carefully track and monitor key points that indicated intent to purchase. Want to fully leverage content syndication for lead generation? Talk to us. We’ll be more than happy to help you hit the ground running.

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