Sourcing Content Syndication Vendors [Research Tips Included]
September 16, 2020
In the world of digital and social media marketing, one thing remains true- it’s hard. There are nuances that prevent you from getting noticed, or stop your content from even showing up anymore. Just when you think you have it all figured out, the process changes; again. So, it’s worth asking, do I need a content syndication vendor to do this for me? Will that vendor/ partner make my job easier, or can I do this on my own? How, where, and why do I begin this research?
What Does a Content Syndication Partner Do?
Looking at a brief overview, content syndication is simply, syndicating content. A partner will take that content, and send it across their network to promote engagement over a set amount of time. Content Syndication, as a methodology however, has countless ways that it can be executed. Some partners will syndicate your content and repackage it as a lead generation solution, others, will utilize it as an advertising method to promote website visits/ interactions. Regardless of how it’s being done, the end goal is to place the content pieces in front of the right people, to promote thought leadership, and increase brand recognition.
Can I do this on my own?
- While yes, you can syndicate content pieces on your own to your own database, you might eventually hit the cap on your internal data. This can create vendor fatigue over time. Initially, internal content syndication may be self-sufficient, but as the brand grows, you should start looking at partner networks.
- Look at the company’s reach into your specific buyer persona. Is it advertised on their website? What content syndication platforms or other solutions does that content syndication vendor use to back up their processes?
What Types of Partners are Out There?
When you start researching content syndication vendors, you’ll realize there is almost no end to amount of solutions that are available. This means that the process of finding the right one can be overwhelming. Add in demos, proposals, the countless emails; it can be daunting for sure. The main types of vendors you’ll see are ones that have large networks comprised of multiple buyer personas, and utilize some sort of intent targeting (DemandScience is one of those!). These companies typically own their databases and utilize opt-in methods to ensure data quality. Digging a little further however, and you’ll find industry specific solutions. These typically compile data together from various networks, and through subscriptions over time, create a sustainable contact network. There is no advantage to one over the other, in fact, it’s recommended that a you use a mixture of the two types. This provides for omni-channel ROI, and potential crossover in content engagements.
Can I do this on my own?
- In theory, yes, this could be done on your own. Segmenting between targeted, retargeting, and open-ended audiences is possible, however, the data set available for those would be limited. If this is something you’d like to try on your own, it’s recommended that customer profile research go into place first, and some level of intent is factored into the process.
- When looking at these different types of vendors, it’s worth looking at the case studies and reviews that support them. Ask yourself, are their any crossovers or similarities to what you do? The ones that are most worth your investment will have some sort of customer statement section, or case study available.
Let’s Just Get to The Results
Regardless of what content syndication vendor you choose to go with, at the end of day, it’s all about the results of the program. It doesn’t matter how fancy their platform or audience is, if the content engagement isn’t there, and the data provided is poor, then it’s a failure. There’s a lot to take into consideration when it comes to the idea of “results”, and having a good idea of what deems a content syndication program a success before you buy into something is key. That’s why building out a roadmap of post-content engagement can be super helpful! For more information on how to do this, check out these two helpful blogs on how you can measure performance. The nagging question still remains: what will my ROI be? It’s all fine to talk about how results should be controlled by you, but what can you even expect to come from a content syndication program? The simple answer is thought leadership. The more in-depth answer is: top of funnel content engagement, promoting a better understanding of your brand and solutions, while capitalizing on trends in your space. The end result? Quality marketing data.
Can I do this on my own?
- The short answer is no. The why behind that answer is- you can’t scale your results with the resources, information, and data that you currently have. Again, you could certainly try to do this, but you’ll eventually max out on the capabilities.
- It’s highly recommended that you find a solution that has multiple integrations behind it, or something that has expanded to some capacity. Products that grow typically have momentum behind them due to their previous successes with an established client base. If the brand only does content syndication, you might be in a rough spot. It’s always worth further investigation and/or conversations!
As you read through this, I’m sure you noticed one major consistency. The biggest value a content syndication vendor brings is the ability to leverage a larger, more robust database than you typically have internally. It’s not an almighty problem solver, designed to right all wrongs, but content syndication can certainly help you expand your database with quality contacts that have opted in to communication. This, by no means, should substitute your current content marketing efforts; however, content syndication should be used to bolster them and create for better ROI over time.