Content syndication for lead generation shares your content directly with your target audience to reach a broader market segment. When you invest in content syndication, you want to maximize your return. Following these 10 content syndication best practices will guide you in making the most out of your content syndication.
- Establish the goal of content syndication before moving forward with the other parts of the strategy
- Use short-form content in your strategy for the best results
- Prepare your team for nurturing your leads after you generate them
🤫 PS: Looking for pricing on content syndication leads? Get a price list here
1. Decide on Your Goals To Guide Your Actions
Before going into content syndication, you must establish why you want to do it. For example, are you looking to sell something, build your database with new leads, or increase your brand awareness?
Knowing what you want to accomplish with your content will guide you in choosing the best content for the job. It will also tell you what processes you should have in place for receiving your lead list.
Marketers who set goals are 377% more successful in their efforts than those who don't.
2. Choose KPIs to Measure Your Success
The last thing you want to do is invest in a strategy, and you have no idea whether or not you saw any positive return from it. While 84% of marketers have a set content marketing strategy, only 61% measure the ROI of their content marketing.
Establishing key performance indicators (KPIs) that align with your goals will provide a measure for your success. For example, if you’re looking to fill your database with new leads, you can measure your success by the number of leads you receive.
3. Connect Your Goal to a Larger Business Objective
How does your content syndication strategy link to your larger marketing and business goals?
It shouldn't be an isolated strategy but part of a bigger marketing picture. Each piece of content you share, whether through syndication, your blog, or email, is another piece of the puzzle. Together, you're building a framework that moves the buyer from a stranger to a sales-qualified lead.
You need to understand how your syndication goals fit in that framework, then create relevant strategies before and after to keep your content marketing machine moving smoothly.
4. Work with a Relevant Content Syndication B2B Vendor
The other key ingredient of content syndication is knowing your audience and understanding your goal.
One of the best actions before starting is creating a buyer persona. This will outline who exactly you’re trying to reach with each piece. You want to create content that's relevant to that audience. However, it's critical to work with B2B content syndication vendors that can reach that audience and understand their needs, just like how ActualTech Media understands tech professionals.
5. Target Your Audience Through Filters
You should avoid working with any vendor that doesn't offer you filters. Your filters will ensure that you’re only paying for leads that match your target buyer, and you don't receive a list of useless contacts.
For example, some of the filters that ActualTech Media uses include:
- Company size
- Number of contacts per company
- Job titles
You might also add your own question to help you qualify the lead, such as when they're planning to purchase a service.
6. Create a Target Account List
You can also use a target account list with specific business names and contacts for direct content syndication.
A target account list is part of account-based marketing and helps you reach those high-value buyers with a need and ability to purchase from your brand.
You can also use your target account list to reach out to leads that stopped responding in previous campaigns.
The ideal length of your target account list should be 500 or more professional contacts.
7. Use Your Best Assets
Your syndicated content is at the heart of your strategy and requires careful consideration. If it's not relevant to your audience and doesn't offer them value or solve their pain points, it isn't going to perform well, and you won't be meeting those KPIs.
Thankfully, you don't always have to start from scratch. Instead, find some of your best-performing content and refresh it before reusing it. Most content syndication strategies work with content you already have.
If you don't have anything that works well for content syndication, you can create something for your specific needs. Some of the best-performing content that ActualTech Media can help you create includes:
- Tech briefs
Regularly change the content you use to keep it fresh and engaging.
8. Use Vendors That Offer Authentic Leads
The quality of your leads is more important than how many leads you receive. You don't want to receive a list of a thousand new leads just to throw out half of them because they're unusable.
Look at the vendor's content syndication services to see whether it includes cleaning and vetting processes. The best vendors will help you filter out leads using a suppression list and pre-clean the list so you aren't getting old or expired contacts.
9. Keep Your Content Short and Memorable
The fastest way to lose your leads is by sending content that isn't easily digestible. If your audience has to commit hours of their time and they need to focus on understanding your asset, it probably isn't ideal content to share.
Professionals have busy lives. That's why they respond best to content they can quickly scan for relevant information, read in less than an hour, and fully understand.
Roughly 58% of marketers say shorter lead magnets work best. Short content, in this instance, is anything under 5,000 words.
10. Nurture Your Leads before Moving to Sales
The leads you bring in from content syndication are rarely ready to buy your products on the spot. So, if you hand those leads directly to sales to close, they're not going to be very successful. On average, 50% of your leads in your system aren't ready to buy. That's why you need a nurturing process.
Your nurturing process slowly warms them up to purchasing while also qualifying them for sales. For example, you might put them in an email drip campaign. Once they've interacted with a set number of emails, you can move them on to the next stage.
However, if you see a lead in your database interacting with your content and showing several other behaviors demonstrating a high intent to purchase from your brand, you can move that contact directly to sales.
Incorporate Content Syndication Best Practices in Your Strategy
ActualTech Media helps you achieve more of your goals through a targeted and direct content syndication process for tech professionals. In addition, you have access to filters, content creation services, and a team of experts in the tech niche.
Contact us to get started with content syndication for lead generation.