Quick Guide to Content Syndication Lead Generation Success

We're kicking off our first Marketing Leaders: Content Spotlight with one of our favorite topics - content syndication!

Experienced B2B marketers know the value of content syndication for lead generation.

That’s the process of optimizing the value of your content by distributing it via 3rd party suppliers, platforms, and websites you do not own, in case you've forgotten.

?? In this quick guide, we're going to explore:

1. The benefits of B2B content syndication (CoSy)
2. The 5 stages of effective B2B CoSy set up
3. What to look for when finding a quality B2B CoSy specialist (with a checklist you can download).

What Are the Benefits of B2B Content Syndication?

First up, there are several significant benefits to successful content syndication that exceed lead generation. Many of which marketers aren't always familiar with.

The main CoSy benefits we see include:

?? Reaching new audiences with a strategy that distributes your content via new channels.

?? Providing genuine value to your target audience with good quality, highly relevant content.

?? Reusing and repurposing your content to make it work harder and increase its ROI.

?? Raising you brand awareness among potential future prospects.

?? Explore more about the Benefits of B2B Content Syndication.

Setting up: 5 Stages of Effective B2B Content Syndication

Setting up an effective content syndication lead generation campaign relies on the following five stages:

1. Creating measurable objectives. Why are you running a campaign? What do you want to achieve? Who do you want to target?
2. Choosing a reputable content syndication company with a proven track record. This stage is one of the most important, to ensure your campaigns deliver high-quality, transparent leads.
3. Choosing the right content assets for your objectives and target audience. When you work with a reputable supplier, they'll be able to advise you on the best assets to use based on your objectives and target audiences.
4. Agreeing your fixed cost per lead. This is a great benefit of content syndication, allowing you to budget with confidence and anticipate your results ahead of time.
5. Clear communication. Running your content syndication campaign successfully is about great communication between you and your B2B CoSy supplier. The best campaigns we see are the ones that keep a close eye on the data. We help our clients to optimize their campaigns throughout, and share useful insights along the way to aid the lead nurturing process. (See what else to look out for in a great B2B content syndication specialist below!)

Working through these five stages will result in highly predictable results – before you even begin, as long as you work with a trusted and reputable content syndication lead generation specialist.

?? Learn more about the steps involved in content syndication for lead generation

What to Look for in a Quality B2B Content Syndication Specialist

Because the quality of leads can vary significantly, working with a good supplier makes all

the difference. But to find a good supplier, you need to ask specific questions, including:

• Does the lead generation supplier generate every lead via their own websites and channels? Can they provide evidence for this?
• Are they able to guarantee they comply with data protection regulations in all your target markets, and handle lead data securely?
• Can they recommend the best content to use within your campaigns based on their market knowledge?

These are just three of the questions you need to ask.

In our experience, you should only work with content syndication lead generation specialists who can answer 19 questions to your satisfaction on the topics of data transparency, market knowledge, and campaign management.

?? The 19 you need questions? You can access the full, ungated checklist here.

More Helpful Resources

?? Free B2B Lead Generation Planning Toolkit 2024

?? Free B2B Lead Nurturing Toolkit 2024

?? Ungated Quality Lead Generation Checklist