5 Values of the Most Successful Content Syndication Vendors
June 9, 2022
Demand generation marketing is often measured by the amount of revenue you can influence over a set period of time, or as most marketers call it, lead generation. Content syndication not only offers a scalable solution for lead generation, but also plays into the greater demand gen strategy of building brand awareness and thought leadership. However, as you look to incorporate this solution into your marketing campaign rotation, it’s important to keep an eye out for some of the more successful best practices.
Too often, content syndication programs are plagued with poor-performing leads due to the vendor not truly addressing the challenge at hand. Not all marketing campaigns are created equal, and content syndication can, and should, be formatted to fit your specific demand gen criteria, as well as your buyer persona and customer profile.
Why is Content Syndication Valuable?
Before we dig into what each content syndication vendor should be doing for you, let’s take a quick look at why this approach to marketing is so valuable. First and foremost, content syndication is scalable ROI. It’s able to be planned out, far in advance, and align with your growth goals as an organization. Both content marketing and demand generation teams are often tasked with building brand engagement through promotional channels, and content syndication offers that solution to both departments. Finally, it’s a customizable solution tailored to address your specific audience of buyers. This eliminates the risk of unqualified leads entering your sales funnel.
5 Best Practices of Successful Content Syndication Vendors
1. High-Quality Data
The most important feature any content syndication vendor should offer is data accuracy and quality checks. You should be able to have faith that the leads you’re receiving have the most up-to-date information and have been enriched with intent data to ensure each one is actually “purchase-ready.”
Data accuracy usually involves the following:
- Buyer intent data
- Content engagement tracking
- Behavior analytics
- Decisional data
This data should also be regularly QA’d through AI or even manual efforts. Great data can lead to faster lead generation ROI. However, poor data quality can not only destroy a marketing campaign but can also place you in possible legal trouble depending on the type of follow-up you’re doing.
2. Buyer Analytics
Analyzing your buyers through both engagement trends and competitive brand interactions is extremely important. Buyer analytics, as defined by Marketing Evolution, is the “study of data garnered through marketing campaigns in order to discern patterns between such things as how a campaign contributed to conversions, consumer behavior, regional preferences, and creative preferences.” Content syndication can provide this type of data to help enhance your database and improve your follow-up campaigns.
Content syndication vendors can make use of this tactic by using AI to segment their audiences based on various points of interaction. In theory, this process will help provide you with better leads thanks to a more personalized approach. However, the catch is that the vendor needs to consistently measure their audiences to keep up with changing trends. A great way to see how your content syndication vendor uses buyer analytics is to run two test campaigns with the same persona and see if the quality stays the same or if it drops off between the two.
3. Audience Engagement
There are only so many people who are in the market to make a purchase at any given time, meaning not every lead you generate from content syndication will be ready to talk to a salesperson. This is why vendors try and keep their audience engaged through regular nurtures of partnered content. Sometimes that comes in the form of an owned publication, or even a survey, the most important part is to make sure they’re regularly consuming content.
From a demand generation perspective, generating a lead that is engaged with content consumption, versus one that is passive, makes a huge difference. Depending on the type of media that you choose to syndicate, there can be a huge spike in your conversion rates once you start following up with the leads. It’s important to create and syndicate various types of content to ensure you’re keeping up with the buyer’s own “internalized” narrative.
4. Buyer Segmentation
B2B databases tend to be filled with various types of contacts, and they’re not always qualified for your brand. As a demand generation marketer, when researching content syndication vendors, try and find out if they offer various levels of segmentation to their campaigns. At the very minimum, your potential partner should be able to fit your campaign criteria, however, it’s always helpful if they can get even more granular.
Here’s a good list to keep in mind when researching content syndication segmentation:
- Competitive Intel
- Buyer Intent
If they’re able to fill each one of these spots with segmentation options, chances are they might be a good fit for you. It’s also helpful not to get overwhelmed with the data. Just because you can segment your campaign down to minuscule details, doesn’t mean you should. Try and create campaigns that address your buyer’s needs, rather than the perfect lead.
5. Agile Content Performance
The final aspect to keep in mind when researching content syndication vendors is how they measure campaign performance, and the ways they go about promoting your content. The campaigns they run will always prioritize generating leads over anything else, but you want to make sure that their syndication methods won’t hurt your brand. Try and figure out how many times they email your content to their prospects. Also, are the leads generated over the phone or just by email? You want to keep your vendor accountable just as much as they will for you.
DemandScience Content Syndication
If you find yourself a bit overwhelmed with all the information out there surrounding content syndication vendors and how to run campaigns, don’t worry, you’re not alone. About 44% of marketers in 2021 said their biggest challenge was proving the ROI of their content. That’s why DemandScience takes a personalized approach to MQL generation through content syndication. We can help you generate leads that fit specific criteria without sacrificing volume. The end result is a happy medium of marketing attribution and sales-ready leads.
Interested in learning more? Let’s talk!