Businesses prosper when different team members work in tandem. Together, they create experiences that are delightful for the customers.
A very apt example would be the sales and marketing teams that deliver best when they work closely. The buck to generate Marketing Qualified Leads lies with them, and they are the ones responsible for High-Quality Lead Generation, and there’s great pressure from above.
The marketing team has a better knowledge of what leads convert better. Post identification of these leads, they hand them over to the sales team.
But in case the sales do not receive quality leads, or when marketing is held responsible for leads in the absence of a sales team working on them to convert, it can be worrying.
B2B demand generation services help drive awareness and demand for a product or service. Of all, account-based marketing solutions are considered the most powerful techniques for lead generation.
But content syndication, too, is a key demand generation strategy for many enterprises. It enables them to present resource-heavy content in front of a wide audience than when they host it on their primary website.
It must also be agreed that a lot many organizations must be generating perfect and mind-blowing content. Still, it needs proper execution to generate leads, create brand awareness, and use valuable backlinks to increase your website authority.
This blog will talk about how content syndication can fuel your demand generation efforts.
But let’s get to know about content syndication first.
What is Content Syndication?
In simple terms, content syndication refers to the process of republishing and promoting your original web content on third-party websites.
These platforms/websites can be Medium, Quora, LinkedIn, or Taboola/Zemanta. To reach a wider audience, one can publish blogs, articles, infographics, videos, podcasts, and other such content.
As easy as it may sound, it will be foolhardy to think that people will just randomly come across your content of their own will. The content needs to be promoted on channels that top prospects visit almost on an everyday basis.
Let’s now look at some of the best ways how content syndication services can generate new leads and may even categorize them as a Marketing Qualified Lead when efforts are made to align content syndication strategies with demand generation strategies:
1. Getting the content in front of the prospects
Many marketers are not sure if content syndication is the elementary approach to fuel Marketing Qualified Lead Generation strategies.
Furthermore, with a lot of traffic and conversions already, do content syndication services make sense? The fact is that it does make complete sense.
The strategy works well for those doing it the right way. Experts are driving into this strategy for all the right reasons.
With quality information available in abundance, B2B marketers use it to the fullest to market their product/service. But the challenge lies in bringing that content in front of the prospects.
Content syndication can help you market your content across multiple platforms, which can present you in front of more prospects without the need for additional marketing.
2. Mutual marketing or co-marketing
It is a type of cooperation in digital marketing where a mutual agreement exists with another company that agrees to give publicity to another company in return for a reciprocal arrangement.
Both companies develop the same marketing strategy for each other’s benefit. But it must be ensured that businesses do not use it with the same target market.
Every business specializes in its areas; hence one should never co-market with firms competing for the exact keywords as yours in organic search.
3. Working on the buying process
It’s really tough to find a direct correlation between your content investment initiatives and the corresponding Marketing Qualified Leads conversions for those investments.
Businesses and marketers need to get a first-hand understanding of their customers and customize their experience with hyper-personalization.
They can track a customer’s journey and then syndicate content smartly based on their intent and past behaviour as they move through this journey.
Below mentioned are a few tactics that work well:
- Syndicating the content automatically on a variety of platforms, including Facebook, LinkedIn, Twitter, and Instagram.
- Pay-Per-Click (PPC) form of promotion is one of the fastest ways to lure readers to your syndicated content.
- Always trying to keep in touch with syndication networks to generate a list of Marketing Qualified Leads.
While assessing content syndication opportunities, keep in mind the following: Is the source of information trustworthy? Is your content relevant to a third party audience? Also, do not forget to make your content unique; duplicate content may not help with SEO performance.
Extra Crunch
In tandem, content syndication and Account-Based Marketing deliver the best results. ABM is the best way to generate High-Quality Leads.
While dealing with content syndication vendors, they can be given a list of target accounts. As a result, they will focus on generating leads from the list of accounts provided by you.
Conclusion
You must already be running your content syndication plan, but the costs may be too high. Besides, it also needs to be ensured that the content syndication strategy is aligned with your business objectives. It’s always good to connect with content syndication platforms that offer content syndication services and help in High-Quality Lead Generation.
Else your team will spend more time on content promotion than focusing on producing quality content.
As with other B2B demand generation services, the results will appear in the mid to long-term. Just build the momentum.
We hope the points mentioned in this article will help you make a clear decision to help generate Marketing Quality Leads.
If you want to know more regarding content syndication and MQLs, you can always share your valuable inputs in the comment section below.
