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B2B Content Syndication

10 Easy Steps to Skyrocket Your Lead Generation with Content Syndication Services

Post by
Brian BloomKing
10 Easy Steps to Skyrocket Your Lead Generation with Content Syndication Services

10 Easy Steps to Skyrocket Your Lead Generation with Content Syndication Services


In the competitive online marketing landscape, reaching as many potential buyers as possible and making a significant impact with your content is crucial. While creating high-quality content is essential, ensuring it reaches the right audience is equally important. 


This is where content syndication services come into play. B2B content syndication services amplify your reach and impact, enabling you to extend your content's visibility and engage a broader audience. This blog post will explore the power of content syndication services and how they can enhance your content marketing efforts.

First, why use paid content syndication?

Before we get to the steps, it's important to understand why you want to use paid content syndication services in the first place.  As you can see, content syndication is a popular program used to get the attention of buyers.

As this data shows, 71% of successful content marketers use paid syndication options:

Successful marketers use a paid content syndication platform

And they're spending to back it up.  This shows that 59% of content marketers use paid media for distribution partners:

Marketing investments in paid content syndication platform

Reach a targeted and wider audience with syndicated content

Content syndication services provide access to established content syndication networks, platforms, influencers, and publications that have already built a targeted audience within your industry or niche. By syndicating your content through these services, you can tap into these existing audiences and expose your content to a wider audience of potential readers, prospects, and customers. This enables you to reach more potential customers actively seeking information in your industry, increasing traffic, visibility, and brand awareness.

Expand brand exposure and thought leadership

Content syndication platforms allow you to showcase your expertise and establish thought leadership by presenting your content to a broader audience. Your content appearing on respected industry publications or influential platforms enhances your credibility and authority, positioning you as a go-to resource for valuable insights and information. As a result, your brand gains visibility and recognition, strengthening its impact in the market.

Drive qualified traffic to your website

One of the primary benefits of tapping into content syndication networks is their ability to increase traffic and drive qualified buyers back to your website. When readers come across your existing content and find value in it, they are likelier to click through to your website to explore further.

This targeted traffic consists of individuals who have already shown interest in your content, increasing the likelihood of engagement, lead generation, and conversions. By strategically placing compelling calls-to-action within your syndicated content, you can guide readers towards the desired actions and move them further along the buyer's journey.


Enhance SEO performance and backlink opportunities

Content syndication services offer SEO benefits by providing valuable backlink generation opportunities. Your syndicated content, including links to your website, drives traffic and improves your search engine ranking.

Backlinks from reputable publications and platforms contribute to your website's authority and credibility. As a result, your SEO performance is strengthened through a content syndication network, leading to increased organic visibility and website traffic.


Measure and optimize performance

Content syndication services often provide robust analytics and tracking capabilities, allowing you to measure the performance of your syndicated content. You can track metrics such as impressions, clicks, conversions, and engagement levels to gain insights into the effectiveness of your syndication efforts. This data enables you to optimize your content strategy, distribution channels, and target audience selection, ensuring that your syndicated content continues to deliver maximum impact.


The 10-steps to generating leads using content syndication networks

content syndication network


Step 1: Define your target audience

Clearly identify your target audience by considering factors such as industry, job title, company size, and geographic location. This will help you choose the right B2B content syndication service provider that can effectively reach your desired audience.

Step 2: Develop high-quality content assets

Create compelling and valuable content assets that resonate with your target audience, such as whitepapers, e-books, case studies, or webinars. Ensure your content addresses their pain points, provides practical solutions, and demonstrates your expertise.


Step 3: Set clear lead generation goals

Look at the contribution to revenue you expect from the program. Look at your conversion rate for marketing qualified leads, then work backwards to define specific lead generation goals to measure the success of your B2B content syndication campaign. These goals will help you monitor and optimize your efforts throughout the process.

Step 4: Research and select a B2B content syndication service provider

Conduct thorough research to identify reputable B2B content syndication service providers. Evaluate their reach, quality of leads, pricing models (cost per lead basis is best), and track record. Then, choose a provider that aligns with your business goals and offers a broad network of publishers to maximize your lead generation potential.

Step 5: Collaborate with your B2B content syndication service

Work closely with your chosen provider to develop a customized lead generation strategy. First, share your content assets and specify your target audience criteria. Then, collaborate on the content distribution plan, including the publishers, timing, and frequency of content syndication.


Step 6: Optimize landing pages and lead capture forms

Ensure your landing pages are optimized for conversion by creating clear and compelling calls-to-action (CTAs), relevant content summaries, and visually appealing designs. Keep lead capture forms concise and only ask for essential information to minimize barriers to conversion. Your service provider should provide guidance and take the lead on creating landing pages.

Step 7: Monitor and track lead generation performance

Regularly monitor the performance of your B2B content syndication campaign using analytics tools provided by your service provider. Track metrics such as click-through rates, lead quality, and conversion rates. Identify successful channels and publishers to top syndication networks.


Step 8: Nurture and follow up with generated leads

Implement a lead nurturing strategy to engage and build relationships with the leads generated through your content syndication platforms. Develop a series of automated emails, tailored content, and personalized follow-ups to provide value and guide prospects through the buyer's journey.


Step 9: Analyze and refine your approach

Continuously analyze the results produced by your content marketing platform and refine your approach based on insights gained. Identify any areas for improvement, such as content performance, targeting parameters, or conversion optimization, and make necessary adjustments to enhance lead generation outcomes.


Step 10: Rinse and repeat

Paid content syndication should be an ongoing strategy to generate leads consistently. Continually evaluate and refine your content assets, syndication tactics, and lead nurturing processes. Maintaining an iterative approach can optimize your lead generation efforts and achieve sustainable growth.

A Note On Content Syndication Vendors Outside the U.S.

In the last ten years, there has been a Cambrian explosion of B2B Content syndication platforms from overseas. Before you consider one of these services, you need to understand the business model they may be using.

How non-US content syndication platforms typically work

  • Start by scraping primary data sources like LinkedIn to collect a large pool of buyer profiles.
  • Guess corporate email domain formats like firstname.lastname@company.com for the profiles they scrape.
  • Send hundreds of test campaigns from a warmed-up  'burner' I.P. address to capture the valid addresses that don't bounce.
  • Use the 'good' addresses as the basis for their campaigns.
  • Close you as a client with the lure of low CPLs and high volumes.
  • Spam your potential buyers with your white paper offers from your brand.

Here's the good part:

  • The 'leads' they sell you are not actual clicks who fill out a registration form, but anyone (or anything) that OPENS the emails.
  • To make things EVEN more awful, most of these 'openers' are not even human but email security appliance bots that open all emails. Unfortunately, it isn't easy to distinguish a bot opening an email from a human.

So to summarize, the majority of B2B content syndication platforms outside the U.S. scrape names, send spam emails, and then sell you bot openers for $30+ per 'lead'.

What to do?

Before you pick a content syndication platform or service:

  • Demand transparency in the sources/media mix your partner uses to generate your leads.
  • They should only be using a mix of reputable industry publications and blogs that your target audience would logically visit.
  • They own an audience that agreed to receive promotional offers (primarily via opt-in email).
  • Some overseas services will create bogus media sites to cover the source of their lists and claim their lists were built from those sites.  Not true!  
  • So Always check the sites and make sure they are producing regular, insightful, original content that your brand will appear alongside.

A virtuous loop

Using reputable, trustworthy partners creates a virtuous loop, where you promote your content to an audience wanting to learn about industry solutions.  Then you also get a 'halo effect' over your brand by being seen alongside the authoritative distribution partners you have selected.  Here is how that helps:

Content syndication platform

Source: Wordstream

Conclusion

Content syndication services possess the power to amplify your reach and impact by connecting your content with a wider, targeted audience. By leveraging these services, you can expand your brand exposure, establish thought leadership, drive qualified traffic to your website, and enhance your overall content marketing efforts.

Choosing reputable, transparent, trustworthy content syndication platforms, crafting compelling content, and continuously analyzing and optimizing your syndication strategy for optimal results is important. Embrace the power of content syndication services and unlock new opportunities to engage and convert your audience, ultimately propelling your business toward success in the digital realm.

TechGrowth is a U.S.-based syndicated content service to run all aspects of your lead generation campaign, including paid syndication options, creative, content creation, and campaign planning and execution. Click here to Reach out today to see if there's a fit.

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