Building pipeline can be challenging, especially in the complex technology space. Fortunately, content syndication is a powerful tactic that B2B IT marketing professionals can employ to enhance their lead generation efforts. When done right, content syndication amplifies your content across high-traffic channels, reaching a broader audience of potential leads that you can progress, nurture and convert.
Read on to learn more about how content syndication can support your pipeline goals.
5 Second Summary:
What is Content Syndication and How Does it Work?
Semrush, the go-to platform for managing online visibility and accelerating digital growth, defines content syndication as: “a marketing strategy that involves republishing content on other websites or platforms to reach a larger audience. It can help you increase your brand awareness, drive more traffic to your site, and generate more leads or conversions.”
In a nutshell, content syndication is a multi-touch strategy that captures the attention of technology decision-makers by presenting them with your high-quality content. This earns the trust of your target audience, amplifies your brand’s reach and transforms your content into a powerful lead generation magnet. B2B content syndication uses high-value content, like ebooks or white papers, to target decision-makers on curated B2B sites, delivering qualified, opt-in leads that match your ideal customer profile. These leads are nurtured through tailored email campaigns, amplifying your visibility and positioning your brand with key industry players.
What are the Benefits of Content Syndication?
- Expand Audience Engagement and Enhance Brand Awareness
Content syndication expands your reach to your target audience, matching your ideal customer profile. This expands your visibility to contacts that you might not reach through organic channels such as your website, blog, and social accounts. By expanding your reach, content syndication builds industry-based trust, brand credibility and thought leadership on reputable platforms.
- Generate Qualified Top of Funnel Leads and Increase Conversions
Syndicated content, unlike other traditional outbound marketing tactics, targets buyers in the information gathering phase of the acquisition journey, capturing their attention at a critical stage of the decision-making process, resulting in a steady stream of qualified leads and higher conversion rates.
- Maximize your Investment in Content Creation
Content syndication revitalizes high-value assets like white papers and solution briefs, extending their lifecycle. Each campaign not only repurposes your existing content, but it also generates new qualified leads, maximizing your content creation investment over time with sustained prospect generation.
- Improve SEO through Backlink Authority
You can drive referral traffic to your website by including a link in your content, which in turn improves your SEO ranking and domain authority, since Google treats certain types of external links (known as ‘backlinks’) as ‘votes of confidence’, giving you a competitive edge.
Be sure to use content syndication alongside other content marketing efforts, such as blog posts and social media posts, so you can drive organic traffic to your website and increase your site’s Domain Authority.
- Grow Your Pipeline with US CAN-SPAM and Canadian Anti-Spam Legislation (CASL) Opt-In Compliance Best Practices
When targets fill out your form on a landing page to download your content offer, you can simultaneously obtain opt-in consent from these leads. Once you have obtained their express consent you can start to send them electronic communications, such as emails and texts. This process consequently builds up your list of opted-in, email compliant prospects in your leads database. Content syndication thereby facilitates lead nurturing and personalized follow-ups.
In summary, content syndication is a versatile tactic that complements other marketing strategies to amplify reach and impact. Read more about the benefits of B2B content syndication services.
Why Choose GamePlan Marketing?
Our B2B content syndication comprehensive marketing package is our best-selling service that supports B2B IT marketing professionals with guaranteed top-of-funnel leads.
We deliver measurable marketing results backed by years of success. Our certified digital marketing team executes campaigns that generate real business growth.
Need content for lead generation? We can help!
With a deep understanding of the technology industry, we speak your language. Our skilled strategists, project managers, and writers have decades of experience working with technology companies and know how to communicate complex ideas simply and effectively. We deliver high-quality content that is written to be consistent with your brand voice and values. Furthermore, our rigorous quality control processes ensure every piece meets the highest standards.