Demand generation marketing is often assessed by the amount of money that may be influenced over a certain time period, or what most marketers refer to as lead generation. In addition to providing a scalable solution for lead creation, content syndication contributes to the larger demand generation strategy of developing brand recognition and thought leadership. However, when you consider incorporating this solution into your marketing campaign cycle, it is essential to keep an eye out for some of the most effective best practices.
Too often, content syndication initiatives are plagued with poor-performing leads as a result of the vendor’s failure to adequately handle the issue at hand. Not all marketing efforts are made alike, and content syndication may and should be tailored to your unique demand generation criteria, buyer persona, and client profile.
Why is Content Syndication so beneficial?
Before we get into what each content syndication provider should do for you, let’s examine why this marketing strategy is so effective. ROI is scalable first and foremost with content syndication. It may be prepared far in advance and fit with your organization’s development objectives. Both content marketing and demand generation teams are often entrusted with increasing brand engagement via promotional channels, and content syndication provides a solution for both divisions. Lastly, it is a solution that can be adapted to your unique customer target. This reduces the possibility that unqualified leads will reach the sales funnel.
Five Successful Content Syndication Vendor Best Practices
1. Data of Highest Quality
Data accuracy and quality checks should be the most crucial component of any content syndication provider. You should have confidence that the leads you get have the most recent information and have been supplemented with intent data to guarantee that each one is really “purchase-ready.”
Typically, data correctness entails the following:
- Purchasing intent data
- Content interaction tracking
- Conduct analytics
- Decision‐making data
The data must also be routinely inspected for quality assurance using AI or even by hand. Excellent data may expedite the ROI of lead creation. Poor data quality, however, might not only kill a marketing effort, but also put you in legal jeopardy, depending on the sort of follow-up you do.
Excellent data may accelerate the ROI of lead generation. However, poor data quality might not only ruin a marketing effort but also put you in legal jeopardy.
2. Analysis of the Buyer’s Thought Process
It is crucial to analyze your customers using both engagement patterns and rival brand interactions. According to Marketing Evolution, buyer analytics is the “analysis of data gathered from marketing initiatives in order to identify correlations between factors such as how a campaign led to conversions, consumer behavior, geographical preferences, and creative preferences.” This sort of data may be obtained via content syndication to increase your database and boost your follow-up marketing.
Utilizing AI to segment their consumers based on several interaction points, content syndication providers may use this strategy. Theoretically, this technique will provide better leads due to its tailored approach. However, the vendor must continually measure their audiences in order to stay up with shifting trends. A excellent technique to determine how your content syndication provider use buyer analytics is to conduct two test campaigns with the same persona and see if the quality remains consistent or decreases between the two.
3. Regular Audience Engagement & Nurturing
There are a limited number of individuals in the market to make a purchase at any one moment, therefore not every lead generated by content syndication will be ready to speak with a salesperson. This is why suppliers strive to maintain audience engagement by regularly distributing partnered content. This may take the shape of an owned publication or even a poll, but the most crucial aspect is ensuring that they constantly consume material.
From a demand creation standpoint, the difference between producing a lead who is actively consuming information and one who is passive is substantial. Depending on the sort of material you choose to syndicate, your conversion rates might skyrocket after you begin following up with the leads. To stay up with the buyer’s “internalized” narrative, it is crucial to generate and distribute numerous forms of material.
4. Buyer Demographics and Segmentation
B2B databases often include a variety of contacts that are not necessarily qualified for your brand. When examining content syndication suppliers as a demand generation marketer, you should determine whether they offer many degrees of segmentation for campaigns. At a bare minimum, your prospective partner should be able to meet your campaign’s requirements; however, it’s always advantageous if they can be more specific.
Consider the following list while investigating content syndication segmentation:
- Geographic
- Firmographics
- Competitive Intel
- Demographic
- Buyer Intent
If they can provide segmentation alternatives for each of these areas, they may be a suitable match for your business. It is also useful to avoid being overwhelmed by the facts. It is not necessary to split your campaign down to the smallest aspects just because you can. Create campaigns that meet the requirements of your buyers, rather than the ideal lead.
B2B databases often include a variety of contacts that are not necessarily qualified for your brand.
5. Flexible Content Efficiency is also crucial
When considering content syndication distributors, you should also consider how they assess campaign effectiveness and how they promote your material. Their advertising will always stress lead generation above all else, but you must ensure that their syndication techniques won’t harm your brand. Determine the frequency with which they send your material to their prospects. Also, are the leads produced by phone or email only? You want to hold your vendor responsible just as they will hold you accountable.
The Content Syndication of Iscope
You’re not alone if you’re feeling somewhat overwhelmed by the amount of information available about content syndication companies and how to manage campaigns. About 44% of marketers in 2021 said that establishing the ROI of their content was their greatest issue. Iscope adopts a tailored strategy for MQL creation through content syndication. We can assist you in generating qualified leads without compromising volume. The final outcome is a balance between marketing attribution and sales-ready prospects.
