Content syndication is vital for filling your B2B marketing funnel with interested buyers. But for many marketing teams, current content syndication efforts may be underperforming. To ensure that your strategy is optimized and results in a positive ROI, there are a handful of key processes you need to have in working order.
Adhering to or straying from the following best practices can make or break a content syndication program. If you are diligent about building your infrastructure, you can transform this top-of-funnel marketing activity into an irreplaceable tool in your lead and demand generation strategies.
It’s All About Marketing Funnel Management
In every form of marketing, the important thing is to capture and keep the attention of your potential customers. Lead and demand generation tactics are the key first steps in the journey to capture your prospects’ attention and increase engagement, which is why you need to pay attention to your funnel strategy.
Your funnel strategy should have your top-of-funnel, middle-of-funnel, and bottom-of-funnel content aligned. The last thing any potential customer wants to experience when they engage with TOFU content is to receive subsequent communications and content that do not naturally offer a deeper dive of information; neither do they want one that complicates the process of making a purchase. The key to a successful content flow is to map your target personae content journeys. These can be segmented simply based on various personas or with more complex journeys that focus on industry verticals, pain points, or product features.
Aligning the content and messaging within the three main sections of the marketing funnel will result in a more unified and clear brand story and buyers’ journey. When working with a content syndication partner, it is imperative that the partner understands your target personas and the associated content journeys your marketing team has created.
Establishing KPIs for Optimized Performance
Once you onboard a content syndication partner, it is time to consider them as one of your main marketing channels and that they develop a reporting strategy based on several KPIs at every stage of your marketing funnel and sales pipeline. Setting this reporting system up prior to launching your content syndication programs is integral to allow for later optimization of your campaigns.
Key KPIs to focus on include:
- Lead match with target personas
- Accuracy of lead data
- Return response rate
- MQL rate
- SAL rate
- Sales closing rate
Tracking your content syndication leads from acquisition to Closed Won or Closed Lost will provide you with the insights you need to optimize not only your content syndication program but also the content and messaging within your established marketing funnel.
Choosing Your Content Syndication Assets
Now that you have established the marketing funnel buyers’ journey and content syndication program KPIs, it is time to choose the most compelling top-of-funnel assets to use within your program. There are several factors to consider when selecting these assets:
- Asset Type: Whitepapers, research blogs, videos, and infographics work well in content syndication programs.
- Asset Targeting: Content must speak to your target personas.
- Asset Topic: Choose topics that can indicate interest or buyer intent. Such topics can include addressing persona challenges and associated solutions, new product type features, and market insights.
- Mobile Usage: As more and more B2B touchpoints move into the mobile format, it is important to factor in the user experience when viewing your TOFU content on mobile devices.
It’s All About Partnerships
At the end of the day, content syndication success relies heavily on who you partner with. You need to make sure that your chosen partners’ reputation is not only impeccable but that they understand and can reach your target market. Reaching a larger audience will not have a positive impact on your marketing funnel unless it is the right audience.
When selecting a partner, be sure to discuss how they conduct and manage content syndication campaigns and their standard practices for improving the quality and quantity of their leads during the projected duration of your campaign. As a standard practice, do they continuously monitor your campaigns and work with you to optimize? Do they replace leads that are not optimal? Do they have a robust lead QA process? Additionally, once you are ready to scale, your company needs to look at the long-term potential of your lead provider. Vendors that have long-term plans in line with yours are ideal.
Content syndication, when optimally executed, can yield positive marketing and sales results that are cost-efficient and scalable, allowing your organization to reach a wider audience.
Follow these steps to create an effective content syndication strategy and you will find that your company has more options in reaching the right audience and increasing the lead flow into your marketing funnel, rather than shooting blindly and hoping for the best.
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