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Posted December 27, 2020
Posted December 27, 2020
We have so many good resources to share about content syndication, it’s just too many for one post. See part 1 of this Anteriad blog for more articles about content syndication practices and tools, then tomorrow wrap up your immersion with several more content syndication resources for B2B marketers.
While just over a quarter (28%) of marketers in this research said they understand the concept and are seeing rewards, more than double that number of respondents (60%) remain at the “just curious” stage of syndication planning. There’s clearly a lot of room for development around content syndication in the B2B space.
Researching buyers will see the content that’s easy to find, and choose the content that answers their questions, and 90% of searchers haven’t made their mind up about a brand before starting their search. (Source: Status Labs, 2018) Don’t be left behind and forfeit those engagement opportunities to competitors or to simple buyer inertia. According to figures in this piece, you have a real chance of gaining a competitive advantage by implementing or optimizing a content syndication strategy for B2B demand generation. This resource contains 9 tips for content syndication strategies.
B2B content syndication without a target is no more effective than any other marketing strategy that operates with no understanding of your audiences. Without targeting, you run the risk of inflating your Customer Acquisition Cost (CAC) without scaling your Lifetime Value (LTV). Targeting can either be generalized or explicit, and this is what you’d expect with explicit targeting:
To further target prospects with your B2B content syndication, this piece also explains why certain types of content are best geared toward a certain lead type, business or role you’ve identified for acquisition. Consider these examples of B2B content at work:
How does content marketing impact your B2B conversion funnel? The sales pipeline follows potential buyers through the stages of their purchase journeys, and at each stage, they seek particular types of information. So it follows that easily finding content that answers questions moves buyers through this journey faster. What can you do better to accelerate buyers through their journey? Find ideas in these 15 tips.
Here’s a sampling:
It’s just Marketing 101 to understand the needs and interests of buyer personas who read your content. What’s not always so well understood is that you also need to look at their role in the context of the buying group. Like many marketers, you may already know how to define personas, but in the B2B world, you have to think of them as members of a team with different interests and a common goal. For example, the IT Director has a different perspective than the Procurement Lead. Think about buyers in terms of particular information needs by role, and then tailor content accordingly.
If your content syndication strategy isn’t doing much, maybe you haven’t given it anything to do. Don’t think of content as standalone pieces, but as stepping stones to a purchase decision. Don’t send prospects down a dead end without somewhere to go next. With each piece of content you offer, have in mind what you’d like them to do or know or ask next. It’s not about arriving at some piece of content, but getting to an idea and using that to build on the next.
Hey, content syndication takes effort, but at least you don’t have to start from Ground Zero. Use these tips to improve or build a solid plan.
Marketers may avoid content syndication if they’ve had a bad experience in the past. In this video case study, Nick Robinson, SAP North America’s Digital Demand Generation Director, found that simply buying bulk respondents from B2B content syndication networks was a waste of budget. While respondents had interacted with SAP’s content, there was no way to be certain that the company where the lead worked was actually in-market. The respondent may have just had a personal interest in enterprise software. Or the contact might not be in a position to meaningfully influence that final purchase decision.
“We would go to media providers and say give us a very broad segment of responders back, so we can market to them,” Robinson said. “But what we realized over time, there was a lot of waste in that type of media buying, because we weren’t reaching people who would ever be in the market to buy solutions that we provide.” You’ll want to watch the video to see how SAP solved that problem with a different approach to content syndication.
Plan for a data-driven content syndication strategy. Attend the Anteriad Summit for thought leadership around marketing, sales and data alignment in 2021. Here’s the Summit agenda.