Every B2B marketer aims to expand their company’s presence far and wide as they face pressure to generate Marketing Qualified Leads. Building a successful marketing strategy is the best means to target your audience and encourage them to take interest in your business. Content syndication is, perhaps, one of the best ways to increase online visibility, reach new customers and boost sales. It has also stood the test of time and is more effective than other marketing strategies.
The B2B tech audience is always on the lookout for insightful
information - on social media, magazines, videos on Youtube - that can educate
them on how to give their revenue a boost or bolster productivity in some form
or the other. But very few companies know that content syndication is one of
the best demand generation strategy for modern growth marketing
though it has been existent for years as a valuable marketing tactic that can
generate more leads.
Let’s take a look at why you should try B2B content syndication.
Why syndicate content?
The bitter truth with generating content is that no matter how great
your content is, it is of no use if it is not able to reach the right audience
at the right time. Syndicate writing can help you improve your blog post ranking, gain new
visitors, more leads, attain your campaign goals and even help with SEO.
It
is also a fact that generating traffic with great content is one of the
toughest tasks for B2B marketers. Wondering how it is done? Let’s get you all
the details in this blog post.
What is B2B Content syndication?
In simple terms, content syndication refers to the process where
an original piece of content – be it in the form of articles, blogs,
infographics, videos, podcasts or any other – is republished or promoted on a
third-party website. The process is relatively simple and can allow you to share
content on platforms other than your website, on larger and more diverse
platforms that can help you tap the right and new prospects who may not know
about the services or products your business offers.
This
is why B2B marketers use this practice to gain new visitors for their brand. The
best strategies help generate leads and grow their bottom line by applying
intent and account-based marketing approaches. Secondary benefits
include a boost in organic and referral traffic for any website, as links from
authoritative websites highlight a high-level of quality from your content.
Benefits of content syndication
A
few proven benefits of having a sound content syndication strategy can help you
generate more Marketing Qualified Leads. Let’s take a look at some of
the most compelling reasons why companies must syndicate content for organic
marketing:
1.
Promotes
vision and builds brand awareness:
One of the beneficial parts of syndicating content is
that it helps create a brand image, and it can even boost the reputation of existing
brands by getting the content in front of your prospects. Wondering how this is
done? When a firm consistently publishes quality content on third-party
websites, it will help build credibility by establishing a business in a
particular industry. This will also ease the process of reaching out to other
industry experts to grab better opportunities for distributing or
cross-promoting the content. Publishing content on several platforms with large
and appropriate audiences gives a strong picture of the company in the crowded
market and helps it stand out from other brands.
2. Creates more backlinks:
A backlink generally refers to a link that is created
when one website is linked to the other. The higher the number of backlinks, the
higher you rank in the search engines. Content syndication calls for users
to implement genuine links that point to the original post and web pages. If an
original website has more backlinks, greater are the chances that the search
engine will assign to it to be reliable. This will allow your website to appear
more often in search engine results, thus increasing the potential for organic
traffic.
3.
Improves
domain authority:
Consider a scenario where a first party article is
published in a media publication. In this case, any leads that come to the
website through the means of publications help boost the domain authority of
the first party, allowing it to rank higher for organic search terms. Inbound
links from credible websites signal that you are a credible voice in your
niche.
4.
Accelerates
marketing leads on the website:
Content syndicate writing can also
help generate more marketing leads by multiplying your reach to immediate
followers and beyond. It also helps improve your search performance. It also
ensures that your information reaches the right market segment, which has
greater buying potential resulting from their current relationship with your
syndication partner. All these factors help gain more traffic and, thus, increase
the number of leads. However, marketers need to maintain systems to track and
keep records of all these leads generated through syndication.
Every
B2B marketer will swear by content syndication as one of the best customizedB2B maketing solutions, but he will also give you signs of caution as it is
quite risky when one does not know what they are doing. It needs to be ensured
that the content is unique, fresh and not plagiarised. Because Google hates
being manipulated by duplicate content. It’s not going to harm you in any way,
but duplicate content can bring your website ranking down in the search
engine. Syndication is an important part
of your marketing strategy and any marketing qualified leads company can
help you do the same. The content should also be exciting enough so that people
can instantly comment, share and even pay for it to generate Marketing Qualified
Leads.
Many
marketers view content syndication marketing only as a means to amplify their
audiences, but B2B demand generation companies consider it as an
essential part of lead generation solutions. Because content syndication
is the means of demonstrating the importance of content within the
organization.
Where can you syndicate the
articles?
There are various platforms, paid and unpaid, where one can publish
content to increase your reach. Depending on your need, you can choose either
paid or free syndication options. Some of them have been listed below:
Multi-Author
publications
There are several multi-author publications that
welcome syndicated content. These firms republish whole or partial articles and
also link the blog’s RSS (Really Simple Syndication) feed.
· Blogging
platforms
Blogging platforms enable users to create their blogs
on the website. It is one of the best ways to get your content syndicated as
they have audiences focused on a particular niche. The firm can also direct the
volume and cadence required to publish the article.
· Syndication
networks
In content syndication networking, content
distribution is done by placing recommendation links across their network of
blogs and news sites.
Many syndication networks collaborate with
authoritative websites, which helps bring content to a massive audience.
· Social
networks
Many known social media platforms facilitate publishing content directly onto the platform, such as Facebook’s Instant Articles and LinkedIn’s Publishing Platform.
While free content syndication has many
benefits, many marketers also opt for paid syndication strategy. If done in the right manner, it can help
increase ROI and turn content into lead generation assets. Paid syndication can
also help you improve your account-based marketing campaigns as they go
hand-in-hand. One can simply target individuals by creating personalized
content and promoting it on third-party websites.
Conclusion
Content syndication is considered to be one of the best B2B lead generation services. Syndicating content not only helps generate revenue but also
directly impacts the business’ nature and creates longstanding and ongoing
equity by elevating the brand. Investing in the right content marketing practices
with an audience that appreciates its value can, thus, mark a brighter future for
your business.
It is the fastest means to make the content work, even if a business is
at the initial stage of designing a demand generation strategy.
Getting maximum reach should be a priority. And to achieve this, lead
generation companies can help you implement an effective content marketing
strategy - be it from scratch or if you want to emerge as a thoughtful
leader in between. If paid ads ain’t working, give paid syndication a chance
today!
