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Posted January 9, 2021
Posted January 9, 2021
Content syndication is the simplest approach to increase website traffic — but not the easiest. You (or your content syndication partner) let prospective buyers know about a prime piece of relevant content, based on their past behavior. They go get the content from a website. Data is captured. You retarget and re-engage with content. Life is good.
However, if you’ve never been exposed much to this method in your marketing life, you might have missed some of these must-know things about it.
B2B companies also benefit from content syndication. B2B brands are frequently in the position of curating high-quality content. However, they lack a good number of audiences, and this strategy turns out to be a savior. Almost every business can leverage this strategy by choosing suitable syndication websites based on intent data around buyers. And by providing best-in-breed content.
Done well, content syndication can push an organization to the top by distributing content assets across authoritative sites. Be it thought leadership, advice article, or an opinion story, B2B leaders can position themselves as experts with this strategy.
This, in turn, increases the trust level, which is vital for any selling relationship, particularly when prospects are researching in the marketing funnel.
Many marketers believe content syndication to be harmful to SEO. They believe search engines consider the syndicated content to be duplicate.
But here’s the real deal – Google doesn’t penalize sites for syndicating content. Content syndication is a process where you’re showing off your thumbnail, title, and an excerpt on the publisher’s site for a price (and sometimes free). Google won’t give a pin about it.
Most B2B firms don’t syndicate their content with a fear of looking desperate. Some believe distributing blogs and articles on third-party sites will make them look spammy and thereby stop themselves from contacting vendors.
In reality, content syndication makes you look authoritative, as your brand gets visibility on reliable websites. Besides, such sites bring in quality leads for your company.
By choosing an intent-led content syndication partner, you can place content only on relevant sites. This helps you target the right people, who’ll click on your links to learn more about your answer to their question.
Intent-based content syndication considers the demographics, psychographics and browsing patterns of prospects before making any move. This leads to targeted lead generation, where you reach out to interested audiences. This contributes to quality lead growth.
As they move through the revenue funnel, today’s buyers may look for peer product endorsements. Therefore, to increase lead conversions, it helps to provide validation from loyal customers.
With content syndication, you can put product reviews in the right spot, so prospects don’t have to dig deeper to find you. Moreover, this encourages people to provide feedback and, if everything goes well, it creates organic advocacy for your brand.
Do you know one of the best parts of content syndication? People landing at your website accidentally. They click on one of your content links by a mere chance or search, and turn out to be in-market leads or even loyal customers.
Such accidental discoveries are vital for B2B brands, as target audiences becomes harder to find in number. Content can be the lure that brings these “accidental leads” to your door.
Intent-led content syndication, to say the least, helps you reach prospects who might otherwise not come to you. However, before jumping on this bandwagon, choose an experienced partner like Anteriad, who understands how to put content in front of B2B buyers actively researching their next purchase.
Read our other blogs to learn more on content syndication. And if you’re serious about a data-driven B2B future, put the Anteriad Summit on your schedule January 21. See the agenda and register.