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5 B2B Content Syndication Mistakes to Avoid

Posted January 26, 2021

5 B2B Content Syndication Mistakes to Avoid

Posted January 26, 2021

B2B Content syndication is an effective way to expose a business brand to a wider, but still targeted audience. Most marketers know that, but why is it that only a few truly excel at this strategy? It may be that they don’t pay attention to these five common mistakes.

B2B Content Syndication Mistake #1: Not Choosing the Right Partner

No one intentionally chooses the wrong publisher to distribute content, but marketers must make the effort to determine the right syndication partner. Not all publishers are equal, and not all are suited to your objectives.

Here are some quick tips to consider before finalizing any syndication partner:

  • What are their strengths? Is it target location, audience job role, industry vertical or content type?
  • What are different tactics and channels they use to promote and distribute content?
  • What are their policies for content distribution? 
  • Do they follow data privacy regulations?

B2B Content Syndication Mistake #2: Not Utilizing Content Wisely

Do you have a highly usable or educational long-format piece of informational content? Then it’s time to invest it prudently through repurposing and syndication to a wider audience.

For instance, chop your lengthy whitepaper into smaller chunks, such as mini-blogs, checklists, or a visually appealing infographic. Ask content syndication vendors which asset formats resonate best with their target audiences.

B2B Content Syndication Mistake #3: Sticking with the Same Strategies

Most marketers commit this basic mistake of sticking too long with a couple of publishers and following the same patterns. Changing syndication partners is time-consuming and even economically straining. However, overstaying in a non-productive situation may do more harm than good.

You can’t always rely on your partner’s reputation to stay constant. Just like every other business, even the biggest publisher may experience ups and downs. Similarly, your ideal customer profile won’t remain the same for all time. If your ICP evolves, and your syndication strategies don’t, you could be wasting time and money.

Your content partners and strategies could be the absolute best choices for you right now. Just re-evaluate from time to time to make sure. This piece, Intent-led Content Syndication Services: What to Look for in a Partner, has good advice.

B2B Content Syndication Mistake #4: Not Leveraging Intent Data

Demand generation teams could end up spinning their wheels if they fail to take advantage of B2B intent intelligence. No one would willingly syndicate their quality content on third-party sites that don’t include visitors interested in their business.

Unlocking the power of intent data reduces these risks by pinpointing the behavior of prospects actively researching solutions in your market. Intent shows what interests B2B buyers based on their actual behavior. Detailed intent signal monitoring tracks billions of signals — whitepaper downloads, the blog post reads, webinar attendance — that indicate purchase patterns. Take advantage of all that intent has to offer for content syndication.

B2B Content Syndication Mistake #5: Directing Leads to Sales Prematurely

Sometimes, marketers don’t just push content on less-relevant third-party sites. They also push all the content syndication leads to sales, qualified or not. According to MarketingSherpa, 61 percent of B2B marketers do this most of the time. Just because a person reads your syndicated blog and lands on your website page doesn’t mean he’s ready to speak with a sales rep.

So the B2B marketer’s first step is to understand your prospects and recognize the signs that they are ready for sales engagement. Then work a nurture plan. Take the contacts who have interest in your syndicated content and lead them through the journey until a more appropriate time for a sales handoff. 

Learn from Your Mistakes, but Don’t Repeat Them!

Everybody makes mistakes, and B2B marketers are no different. Though we do our best to distribute content like a boss, some errors still creep in. As Eleanor Roosevelt once said, “Learn from the mistakes of others. You can’t live long enough to make them all yourself.”

Continue building your knowledge with these articles about content syndication.