Content Syndication is a process in which content is republished on various other sites in order to reach a wider and bigger audience. Syndicating the content makes sure it not only increases the reach but also creates awareness towards its brand.
It builds various links and increases the traffic flow towards the original article which is the main goal. Syndicating content is like fresh and new information to a new audience every time which makes it a win-win situation.
What Type of Content Works The Best?
According to various blogs and research papers, it has come across that there are few popular types of content used in specifically B2B content syndication strategies. It also shows how many marketers are using these types of content.
- 85% of marketers use whitepapers
- 60% of campaigns include webcasts
- 50% of campaigns include creating infographics
- 35% of campaigns include writing articles
These are the content types that are used in most B2B content syndication. The thing that matters most is the quality used as well as the tactics used to distribute them to target prospects.
How to Syndicate Content?
Here are 5 ways in which you can syndicate your content:
1. One of the best and most efficient ways is to republish your latest or best rewarding work on bigger websites to reach a better and wider audience with more readers that are at a higher authority.
2. Syndicating old content on various websites with roughly the same kind of audience and the same level of authority as yours.
3. Do a guest post on a bigger publication and then syndicate the content later to your website, Medium, or Linkedln.
4. The best way is to get picked up by websites that naturally syndicate content.
5. One can also use paid platforms like Outbrain and Taboola to get your content on major publications.
Know more: 5 things every decision-maker should consider in the B2B buying process
How Does Content Syndication Work?
There are so many companies that provide content syndication as their service, most of them have the same fundamentals. All these companies prefer to work on a (CPL) Cost Per Lead basis which is very efficient.
They help to customize each campaign with only one aim, which is to present the content to only the most suitable audience. With any partner, the goal should be to test their capabilities by starting with a small budget, and then evaluate and repeat to optimize results.
The best kind of partners will help you do the work with greater efficiency and use their experience to minimize as many risks as possible maximize yields. However, it’s the 21st century all the industries are constantly evolving, which is growth enabled by syndication should go beyond publication.
Two types of marketing : Intent Marketing & Account-based Marketing help utilize the reach that is provided by content syndication.
This brings the prospective audience down the funnel by incorporating precision targeting methods that focus on prospects that are ready to buy or working within targeted businesses.
Read more: B2B digital marketing trends
How to Improve Your Content Syndication Strategy?
Since now we have some ideas on the basics of content syndication, it gets easier to find the right partnerships for syndication and creating some of the best content to connect with a suitable audience.
Three steps that will help improve the strategies:
1.Master your Outreach-
Relationship building comes across as a very important aspect when it comes to establishing connections with the right syndication partners. Once publications are found that reach the targeted audience, you will want to research them for their style and other content work.
After understanding each publication one can send a customized outreach message that will increase their chance to be accepted for their content.
2.Syndicate ‘Up’-
When syndicating content one should only focus on partnering with syndicates having a higher reach and a broader audience. Audience size and quality is the major factor that drives the revenue scale right up. These partners end up being the leaders of tomorrow in their field.
3.Evaluate & Improve-
Strategy is not a set-and-forget factor. It’s a must that the goal of any campaign should be to keep evaluating and improving. For content syndication, (ROI) Rate of Investment is the only true metric for determining success. Generated leads should be of great quality for optimum utilization.
To understand lead quality, focus on these factors:
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Engagement rate
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Qualification rate
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Conversion rate
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Win rate.
Your content will become a highly effective machine that generates sales qualified leads for your company.
If you want to run a B2B content syndication strategy but don’t have the in-house team structure to start immediately, Logichron can help.
