Before making a B2B content syndication plan, it is crucial to first look at and understand what content syndication is and its relevance in the B2B market to run campaigns successfully. Online visibility and audience outreach are what B2B marketers highly focus on, and content distribution remains an indispensable part of the B2B marketing strategy. However, with so much content overload, it has become a challenge to have the most effective content syndication services to stand out in your B2B marketing strategy.
B2B Content Syndication and its Importance
B2B content syndication involves distributing your resource-intensive content across third-party content syndication platforms and channels to reach a wider audience which is not otherwise possible by just hosting the content on your website. Content syndication is a crucial strategy for most large enterprises and works as a lead generation tool by increasing footfall on your website.
Distributing content across multiple channels remains a top priority for B2B marketers. It is considered a demand generation strategy to get that extra exposure for your brand, product, and services in the online business. Content syndication platforms and services allow your content to engage, educate, and build awareness among a wider audience, so they know where to get the solutions.
Common B2B content syndication platforms include Linkedin, Youtube, Medium, Reddit, Quora, etc. You can also partner with other businesses and market your content with them and vice-versa. This works in achieving your marketing strategy and reaching your partner audiences as well.
Next comes what kind of content can be used in your B2B content syndication strategy. Any content, from blog posts, whitepapers, guest posts, articles, ebooks, webinars, videos, and podcasts to all other content types, can be effectively used in your content syndication plan. An effective content syndication plan can get you quality leads to help you reach your marketing goals faster.
What can be your B2B Content Syndication Plan?
Having a clear B2B content syndication plan can make you win half the battle in your lead generation initiatives if planned effectively with the resources you have at hand. Further, building an effective plan can be quite tricky and hence needs to be mindful to set the right path for success in your B2B marketing goals.
The best B2B Content Syndication Plan has the right blend of all marketing strategies a business can consider. Like the combination of both inbound and outbound marketing strategies is essential today, the same goes for content syndication plans.
Take the time to understand who your target audience is – and where they live, what they might read, and what are their interests and pain-points.
Let’s take a closer look at what all should be included in the B2B content syndication plan to increase outreach to a wider audience. Your plan should have a balanced mix of all strategies discussed below-
Inbound Content Syndication
This is about marketing with a business with a customer base similar to yours. Here, identifying the right businesses or companies and working in sync for mutual benefit is very crucial. Common ways of co-marketing can be-
- a) Co-authoring a whitepaper shared by both companies with similar customers.
- b) Co-host webinars based on interchangeable topics and topics in common.
- c) Share each other’s social media posts on social media handles to increase reach and visibility.
- Social Media
Plan to market your product and services through your company’s social media accounts in different content formats like images, videos, infographics, informational content, or a combination of one or more. Not only market through your account but also target to syndicate your content to other similar accounts that have relevant audiences. Social media marketing can be coupled with co-marketing as the businesses that tie up with your business will have similar customers and business goals.
- Guest Blogging
You will need more than just publishing your content or blogs on your website to maximize exposure in the online market. Choosing the right third-party vendors, like Medium, can increase your visibility and expand your audience base. This eventually helps you drive immense traffic to your website, makes people sign up for your product or services, and generates great value for the content.
Paid marketing is the fastest way to drive traffic to your content and get qualifying leads, but it may seem like an expensive method initially. Hence, once your B2B content has a decent level of outreach in the market using the other content syndication plans, include PPC promotions to get faster leads and client conversions. Linkedin and Facebook are the most commonly used B2B content syndication platforms to run paid campaigns and narrowly target your ideal audience.
Outbound Content Syndication
- Cold emails
Cold emailing is usually preferred when you know your prospects, and it is imperative to keep reminding them politely with your emails about your product or services and how beneficial they can be for them. Additionally, drip content used as a content syndication method in your emails can help to educate, engage and eventually convert prospects to customers.
- Cold telemarketing
Telemarketing is another method of content syndication where you directly call the prospects and discuss your B2B content and offerings over the phone. This is a manual effort-intensive method, and it is also difficult to break through and reach the decision-making authority on the customer side. Previously used as a popular method, it is less used now and may or may not be included in your content syndication plan. Telemarketing is more effectively used as a second ‘follow-up’ touch.
Integrated Marketing Campaign
You would agree if we said battles could never be won alone. So, it is crucial to understand integrated marketing campaigns are the way ahead to win your marketing battles. The right content syndication plan coupled with integrated campaigns can provide you with greater opportunities and the boost to reach larger audiences faster which is otherwise not possible.
Adding to this, integrating above mentioned inbound and outbound content syndication methods in a balanced way helps achieve smaller marketing goals progressively that can lead to success in your B2B content marketing strategies without fail.
Also, measuring and paying close attention can help you determine the content syndication effort that pays you more than the others. Following that, you can make a content syndication plan that keeps that particular method at the center and plan other ways around it.
To get all such valuable insights, you need to track each marketing campaign and study them to understand the ROI, the increase in web traffic, lead volume, and the quality of leads you get with your campaigns.
While B2B marketing provides you with various windows and opportunities to conduct your marketing strategies and campaigns, at times, achieving results can be quite tricky, overwhelming, and capital-intensive.
The best way is to understand your target audience and start creating the most relevant content your audience wants to look at and target your audience through as many mediums as possible with the best content syndication plans.
B2B content syndication is the most powerful method to reach a wider audience, create higher traffic, educate and engage your relevant audience, generate quality leads and improve your visibility in the online world.
Shout-outs to informative B2B content syndication blogs:
Lastly, a big shout out to MarTech blogs from internalresults, digitalzone, rockcontent, and markletic for providing deep insights on content syndication and its role in marketing technology. Their research builds the deepest understanding of great content marketing strategy to have that ‘extra edge’.