What is B2B Content Syndication?

Source

In our current digital world, people consume content from an array of platforms, rather than sticking with just one source. To maximize your marketing efforts, B2B content syndication means spreading your content across external channels to reach a larger audience. This strategy aims to broaden your impact and attract new customers who may benefit from your products. 

It’s important to find a strategy that helps you stand out in a vast sea of competitors. Using content is a great way to establish yourself as a leader in your industry, as well as to provide customers with valuable information regarding your solutions. When your team is creating meaningful content, rather than fluff pieces, your marketing department should share this on as many platforms as possible to broaden the reach.

While having a blog on your site and utilizing landing pages to engage prospects is great for SEO, it’s also important to understand other channels that may benefit from this information. For many people, a web search may be the first place they go when searching for a solution to their company’s pain points. In that case, having your content on a website is the highest priority. 

However, creating meaningful customer relationships and establishing yourself as a valuable leader in the B2B industry relies on diversifying the channels where this content can be found.

Think about it this way: a director at a company is in the market for a new B2B solution. They come across one of your blogs in a LinkedIn post that discusses the exact pain points they’re experiencing. 

From this post, they’re able to find your company, visit your website, and fill out a contact form requesting more details about your product. By using another channel, your team was able to capture a lead outside of the standard website traffic.

Let’s say the director ends up making the purchase and utilizes your product. From there, they can share the original LinkedIn post informing their network of the success they’ve experienced while implementing your company’s solutions. This would increase the overall reach from the original post to a wider audience while also providing customer testimony.

Another reason for using B2B content syndication is to encourage and direct website traffic to your site. When providing your target audience with information about your services on other platforms, make sure to have a call-to-action and provide links to your site. This helps lend credibility to your site and boost your overall search engine ranking.

Cultivating a brand image is crucial to standing out against competitors. Marketing departments need to work across all outlets to have a cohesive image that conveys the mission of the company. You also want to make sure your content is centered around creating brand awareness which helps improve your sales funnel.

By utilizing content syndication, it’s much easier for a brand image to begin to take shape. Sharing content across platforms like LinkedIn, social media channels, and even your marketing newsletters, helps create a unified message that resonates with your target audience. This strengthens your brand in the eyes of prospects and current clients since they’ll be able to identify your company’s image easily.

Lastly, using this B2B content strategy is a great way to have a cost-effective marketing plan. Your team spends time, effort, and resources creating content that sells your company’s mission, which means it should be seen on as many platforms as possible for the largest ROI. By spreading your reach, your team can capture more leads, which ideally will lead to more sales and bring in higher revenue than marketing on a single channel.

B2B Content Syndication and Account-Based Marketing

There’s a huge chance your team is already doing some form of account-based marketing, and for good reason, as the Demand Gen report found this strategy is used by 98% of marketers. In case you need a refresher on the subject, account-based marketing refers to creating and reaching a targeted list of potential companies who may benefit from your product. This is a great way to hone in on your targeted audiences and reach high-level clients.

Incorporating this strategy with B2B content syndication can be a great way to get ahead of the competition. These are data-driven strategies that target accounts that are most likely to convert to a sale. By using the data you’ve collected for account-based marketing strategies, your team can push targeted content across multiple channels to begin building brand awareness with these prospects.

This combination of strategies allows your team to foster a relationship with potential clients even before they visit your website. Using the research done by your team on these accounts helps ensure the content provides relevant information. 

B2B Content Syndication and AI

Every industry has seen a large increase in AI usage over the past few years, and it doesn’t seem like it will be slowing down any time soon. To stay ahead of the curve, adopting artificial intelligence (AI)  into your marketing and sales strategies is a great way to automate repetitive tasks, as well as personalize the process. Reaching your target audiences at the right time is crucial for landing a deal, so combining syndication and AI is a step toward getting the best engagement. 

AI can analyze data to better understand the inner workings of your target audiences, including buyer intent, behavior patterns, and engagement preferences. Knowing this information can help your team better reach and target audiences who fit your customer personas and would benefit from your services. AI also takes the manual labor out of gathering this data, which allows your team to spend more time personalizing content to reach the right prospects.

Using AI to help with lead qualification is a great way to implement it into your overall B2B content strategy. These metrics help inform which channels to prioritize when distributing pieces, so your marketing department can funnel more leads to the sales pipeline. AI helps provide a granular look at data and metrics, which are both crucial to understanding the successes as well as areas in need of improvement for your syndication strategy.

Getting Started with B2B Content Syndication Strategies

Source

Implementing your B2B content strategy takes planning to decide which channels are best to cross-post on, as well as determine what content needs to be created. To begin, your team should look at what social media platforms are best for your target audiences. Creating a presence on these channels is a great way to begin building a strong brand image, and you can push website content, like blog posts to these platforms.

You can also syndicate content by manually adding it to third-party platforms. This can help spread your content across platforms that your targeted audiences might organically interact with, rather than expecting them to come to your website. When doing this, your team needs to make sure nothing is duplicated or it could impact the ranking score.

Once you have an idea of what channels to use, your team should focus on clearly defining the target audience. This is crucial to tailoring your messages to better resonate with prospects. 

Syndication leans heavily on choosing the right partners for your business. When selecting which channels to work with, make sure your company is focusing on high-value partners that have a strong reputation. Align your company with those who have similar target audiences that can help broaden your reach.

Make sure your team is creating informational materials that provide value to your audiences. When sharing across multiple platforms, the goal is to establish yourself as an industry leader, so make sure your team is creating high-quality content. Consider writing about industry trends or providing specific data that might not be related directly to your product, but rather the industry as a whole.

Track your performance with metrics to see what works and what areas need improvement. This will help your team determine the best ways to continue implementing syndication into their marketing strategy. 

Get started with a free trial of Leadboxer today!