Mastering B2B Content Syndication: Strategies for Successful campaigns.

What is B2B Content Syndication?

The meaning of B2B content syndication is when digital content such as whitepapers, blogs, and videos are re-published to a third-party website. The core aim of content syndication is to generate new leads from prospective customer accounts.

B2B marketers generally make agreements with content syndication vendors about the number of leads they want to generate from a content syndication campaign.

With content syndication campaigns, you can expect to pay around $80-$100 per director level and above lead. Generally, you can include qualifying questions. As you may expect, the more qualifying questions you include, the higher the Cost per Lead (CPL).?

It depends on your marketing strategy if you should include qualifying questions. It’s definitely something I recommend doing. The reason being, that your sales organization is busy and they are expensive. The last thing you want is that sales are wasting time on unqualified and cold leads.?

Even with qualifying questions, leads generated from content syndications campaign will almost always be cold leads. You need to have a nurture campaign that warms up the leads before handing them over to sales.

If you don’t have a nurture campaign, your campaign is guaranteed to fail and will result in an unfavorable return on investment.

Types of Content for B2B Content Syndication

Content suitable for syndication includes a wide variety of formats and media, the most effective B2B lead generation content types are:

• Events–68%
• Webinars–61%
• Campaigns–50%
• Whitepapers–50%
• Case studies–50%
• Videos–37%

Other useful formats include:

• E-books
• Survey reports
• Infographics
• Podcasts

Why Use B2B Content Syndication?

Businesses syndicate B2B content to accomplish different marketing goals.

• Access Targeted Audiences: Content syndication through the right services is an effective solution for businesses that need to reach select audiences—potential clients known to be highly motivated and in the market for specific products and services.
• Generate Leads: Syndicating content through services with access to target audiences allows businesses to elicit responses, such as requesting content by email or account creation, that generate leads for sales teams to close through follow-up contact and outreach campaigns.
• Raise Content ROI: When businesses publish only through their sites and channels, they limit the content's potential ROI. Through content syndication, businesses can strategically republish their best-performing content in multiple locations, greatly extending their lifetime ROI.
• Many successful B2B organizations have a strong focus on account-based marketing. When negotiating with content syndication vendors, you can supply them with a named-account list (or target-account list). Consequently, they will only generate leads from accounts in the list you supplied.

5 Most Effective Content Syndication Practices

• Companies can syndicate content through a variety of platforms and services. Choosing the right syndication networks can make the difference between rising content ROI and costly outlays for impression metrics. Here are five content syndication practices that reliably deliver in today's marketplace.

1. Lead Filtering

Filtering leads through specific criteria such as industry, business demographics, and contact job titles ensures that new leads represent motivated and capable buyers. Dedicated syndication services can accept complex filter sets and offer service agreements where businesses pay only for leads that match specified criteria.

2. Multi-Touch Campaigns

Even in highly targeted audiences, one-time contacts don't necessarily represent strong leads. Multi-touch campaigns increase the probability of a one-time webinar attendee graduating to being a Marketing Qualified Lead (MQL) by engaging with them, as the name suggests, multiple times. This may be through multiple thematically based progressive tech webinars being planned, or through a strategy in place to nurture leads depending? on how many webinars they attend, and the kind of engagement is seen from the attendee.

3. Scalability

Depending on a business's size and immediate needs, the company may need to generate specific volumes of leads, ranging from tens to thousands. Syndication partners who can scale programs as needed will deliver more cost-effective results.

4. Multimedia Syndication

B2B multimedia content spending has been rising in 2022, with 67% of B2B marketers increasing webinar spending and 80% maintaining or increasing spending on audio content such as podcasts. Effective syndication campaigns will incorporate a business's best assets—including videos, podcasts, and webinars—and not just text-based content such as case studies and whitepapers.

5. Account-Based Leads

Account-based marketing (ABM) focuses on reaching out to target accounts within a narrow segment with personalized campaigns tailored to each account. ABM excels for B2B companies trying to land larger accounts and long-term business relationships. Content delivered to ABM leads should be customized to their specific needs and involve more technically sophisticated customer experiences, such as events and webinars for niche technologies and industry developments.

Get Started with Content Syndication for Lead Generation

Use your content syndication campaign to generate quality and net-new leads ready for nurturing. Excelligent Marketing Solutions is expert in the tech marketing industry and understands the unique needs of your audience, which helps us syndicate your content more strategically. Get in touch with us to understand how we can support running your content syndication campaigns through digital email marketing and tele marketing.