By leveraging another vendor's audience and networks you can often find more leads. With content syndication you can use a trusted website to promote your brand, Dayna explains how this works and how to use content syndication for your organization.
- [Instructor] In addition to paid programs like sponsored emails, you can also target the right buyers with content syndication. Just like paid email sends, content syndication enables you to use another vendor's audience to promote your content. So while email sends are through the channel of email, content syndication is often on a vendor's website. Content syndication enables you to leverage trusted websites and vendors to promote your content and engage your buyers on their sites.
Content syndication enables you to get more bang out of your buck when it comes to content marketing. Content syndication helps build brand trust and visibility. The more people are seeing your content on different trusted websites, the more they start to trust your brand. Content syndication also builds your inbound link profile, so if you are syndicating content on other high value reputable websites that links back to your site, this will help increase your inbound link profile, which is always good for increasing your traffic.
So how do you choose what type of content syndication to do? So the first step is to really think through and determine what your particular goals are with content syndication. So is your goal to drive net new top-of-funnel leads with a form fill? So if it is something with a form fill, you might want to go with an industry publication that does offer that form fill option. Is your goal to drive mid-funnel leads that indicate buying intent? So if so, again, kind of that industry publication is probably the way to go.
Is your goal to improve SEO through increased content consumption? So if this is the case, you might want to choose using your blog RSS feed, or purchasing a selection of articles from a highly-consumed website. And then finally, is your goal more brand exposure? If so, probably purchasing a package of sponsored articles is a great way to go here. So by thinking through what your different goals are with content syndication, that will help you determine where to spend your time and money.
So for paid content syndication, especially the ones with a form, you can actually do some targeting, which is great because that enables you to ensure that the people who are downloading your content does fit a certain profile. So with many of these paid content syndication websites, you can target prospects by location, job title and role, company size or industry. So therefor, if you are working with a content syndication vendor, that does provide you these options for targeting.
They will only give you the leads that fit these various targets that you have selected, which is a great way to ensure that not only are the leads that you are getting, they're engaged with your company, but they are also have the right job titles, they're from the right industries, so that you're not getting kind of a list of junk. And just like with paid emails, same with content syndication, not all offers are created equal. You do want to choose your offer based on the vendor's audience. With the goals that we talked about previously in mind, you can then determine the appropriate offer.
For me, and this is something that works very well, I often will leverage more mid-stage content in my content syndication, because that indicates buying intent. Again, just like the paid emails, your content syndication is also pricey, and so you want to make sure the people that are downloading that content are in a buyer cycle. In order to hone in a little bit more on what works for content syndication, you do want to test your content syndication, because every vendor will work a little differently.
So test your content asset. Does early or mid-stage content work better? So what are you getting more high-quality leads from? Content types, which type of content performs best? Is it Ebooks, is it a survey report? Try out a couple different types of content to determine where you should be spending your time. Different vendors, they're are a ton of different vendors that do content syndication. So I definitely recommend that you go out and test some vendors to determine who delivers you the best quality leads.
You can also test your form length for content syndication. What different fields are the best, amount of fields. Is there a form length that works better than others? And then of course your CTA. So what is your call to action? What works best for this audience? And this will again be dependent on what type of content syndication you use, what type of content asset you use, either way you want to make sure that you have a very clear CTA, no matter what type of content syndication that you're engaging with.
Content syndication is a fantastic form of lead generation, specifically because the type of leads that you're getting through content syndication have already engaged with your brand. They are interested in your content. So I personally find the leads that I get through content syndication are very high-quality and our sales team really loves receiving the content syndication leads, and so I absolutely recommend content syndication as part of your overall lead generation mix.
- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness