Paid Content Syndication: Is It Worth It?

Paid content syndication is a secret weapon for B2B marketers. If you’re running successful content syndication campaigns, you’ll see a flood of new leads into your funnel who are highly qualified for your product or service. However, there are misconceptions around the topic of content syndication.

If your content syndication is executed poorly, the campaigns could hurt your website SEO, lead to a loss in credibility, or simply result in zero new leads. But, there is always a reason. It could be your content, your budget, or the methods you’re using to promote your content. In this article, we’re going to show you what paid content syndication is the benefits of using paid syndication, and potential factors that could affect your campaign success. Let’s get into the article.

What is Paid Content Syndication?

Paid content syndication is when you pay to promote your content to your ideal audience. Paid content syndication will increase the reach of your content and, when done correctly, can increase the ROI of your content and turn them into lead generating assets. 27% of marketers already use content syndication technology to help publish their content across multiple channels.

Once you incorporate paid channels into this mix, as well as channels such as email marketing and telemarketing, you’ll be able to target your ideal customers at scale with content that will be truly valuable to them

Why Should I Use Paid Content Syndication?

Not every business needs to use paid content syndication. Let’s be clear about that. But, there are a few reasons that you might be looking to use paid content syndication. The first reason to consider paid content syndication is that you already recognize the power of content in your marketing funnel. Whether you’re creating weekly blog posts or in-depth whitepapers, you know that content can be a powerful way to attract new customers, or nurture leads in your database. Content marketing already accounts for 29%, on average, of B2B marketing budgets. If you’re not ready to invest in content, then you may want to hold off on your campaign.

Another key reason is that you’re running paid ads (on Facebook, LinkedIn, Google, or other) but aren’t seeing the ROAS (Return On Ad Spend) that you hoped to achieve. If that’s the case, content could be what you need to improve the conversion rates of your ads. Finally, you need to have the resources to invest in your product content syndication campaigns. If your budget is non-existent, it’s going to be hard to see real results, particularly if you’re targeting decision-makers in medium to large-sized organizations.

What are the Benefits of Paid Content Syndication vs. Free?

In this article, we’re only looking at paid content syndication, but there are methods of syndicating content for free. This could be through securing guest posts on industry blogs or news sites or getting featured in a popular industry newsletter. While these can be beneficial, they usually don’t have the same benefits that paid syndication does.

1. Save In-House Resources to Build Your Marketing Engine

When you’re only relying on free channels to syndicate your content, you need an in-house team with the capacity to handle it. They’ll need to publish your content on all of the channels that you have in mind, and even if each post only takes 15-20 minutes, it’ll likely take at least a full day per week. If you’re committing to fully promoting every blog post, whitepaper, podcast, or webinar that you publish, then you’ll need to accept that your team will have less time for content creation and other work, or you’ll need to hire a new team member to handle the promotion side of things for you. One significant benefit to paid content syndication is that once you’ve launched your campaign, it will be promoted to your target audience at the best possible times to increase engagement.

2. Increase Both TOFU and BOFU Leads

One of the best parts of an effective content syndication program is that it promotes your business organically, allowing you to attract highly qualified leads to both the Top of the Funnel (TOFU) and Bottom of the Funnel (BOFU). Your content can be both broad or specific on a particular topic depending on the type of person you want to attract with it. If you want to attract TOFU leads in your campaigns, you could be creating and syndicating content that tackles a broad topic that almost anyone in your target industry will be familiar with. If you’re looking for BOFU leads, then creating an in-depth whitepaper that’s focused on a particular problem may be more fitting. The joy of paid content syndication campaigns is that you can create your content with your audience in mind, and can have complete control over the way it’s promoted to that audience.

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3. Improve Your ABM Campaigns

Account-Based Marketing is a popular B2B strategy and for good reason. 91% of companies using ABM increase their average deal size, often by up to 50% or more. Why is that? Well, it’s the best way to target and engage with key decision-makers at companies who you’ve pre-qualified and are confident will get value from your solution. Paid content syndication goes hand-in-hand with ABM because you’ll be able to systematically promote your content to the decision-makers you want to see your content. This works well if you have personalized content designed to be attractive to a particular segment of your target audience as you can ensure they see your content, whether you’re running campaigns on LinkedIn, email marketing, or telemarketing.

When you bring content syndication into your ABM strategy, you’ll be able to provide leads with informative content that they genuinely want to read at the right time. This also works incredibly well if you’re combining your campaign with intent data and targeting leads when they’re actively in the market, looking for a way to solve a problem they’re facing.

What Factors Can Affect The Success of My Paid Content Syndication?

It’s important to realize that you can’t commit to a paid content syndication campaign and expect success without putting the work in. In this section, we’ll show you the reasons why your campaigns could have lackluster results, and provide recommendations to ensure you avoid them.

1. Content Quality

The first factor in your paid content syndication campaign success is the quality of your content asset. 70% of marketers say they already focus on quality rather than quantity of content (which is a surprisingly low number). However, you should review your quality standards before any content syndication work takes place. If you’re actively reaching out to prospects and showing them your content, you need them to be blown away by it. The quality needs to be as high as it can possibly be, with original data, unique perspectives, and above all, highly relevant to their business and problems.

If your content is poor quality, it won’t resonate with your audience, and they won’t take the time to read it, let alone engage with it and want to learn more from you. When preparing for your campaign, review the content asset that you’re planning to promote, and even consider sharing it with people in your target market beforehand to find out if it’s valuable to them and to gain qualitative feedback. Great content will undoubtedly increase the ROI of your campaigns, and you should spend time ensuring it’s as high-quality as possible.

2. Budget

Your budget will undoubtedly affect the success of your content syndication campaign. While it may be disappointing to see, every B2B marketer knows that much of digital marketing is now pay-to-play. If you’re running paid content syndication campaigns, you’ll need to have a budget that you’re happy to spend. If you’re using PPC ads to promote your content, you’ll likely use LinkedIn, which has an average CPC of $5.74.

If you’re forced to pause your campaign due to budget restraints quickly, you won’t get the eyes on your content that you need if you expect it to resonate with your audience. Similarly, if you don’t have the workforce to manage your campaigns without sacrificing other necessary work in your company, then you need to ensure you find a solution to this issue before starting. This could mean hiring a new team member or working with an external team like DemandScience.

3. Content Syndication Provider

Finally, you need to choose your content syndication provider wisely. We recommend working with a vendor that has proven results and uses a multi-channel approach to content syndication. What does that mean exactly? Well, your provider should be using channels, including PPC across social media and Google, landing pages that host gated content, social media, email, and telemarketing.

This will ensure that your content gets seen by the people you want it to. Depending on your industry and requirements, you may need to shop around to find the best vendor for you. However, if you’re a B2B business and want to use paid content syndication to increase the flow of leads into your pipeline, then our team at DemandScience would love to chat and see how we can help.

We provide a complete content syndication service and can handle everything from content creation to syndication to reporting. Once leads engage with your content, we’ll pass them straight to you so you can close the deal.

Wrapping Up

There we have it. If you’re thinking of how to create a content distribution strategy, you need to devote fewer in-house resources and human hours. You do need to take the time to ensure factors such as content quality as high, as these can prove fatal to a content syndication campaign. If you have any questions about running your own campaigns get in touch and we’ll be happy to help!

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