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AnteriadMay 17, 20236 min read

Maximize B2B content syndication with intent data providers

Intent data is a powerful tool with a wide range of uses. Knowing what your audience is interested in can be a game changer across all of your marketing efforts, including content syndication.

Working with an intent data provider to build an intent-based marketing strategy into your integrated digital campaigns (including email distribution, programmatic advertising, and content syndication) allows you to get more granular with your targeting and gain the confidence you’re reaching the best potential buyers. By building intent data specifically into your content syndication strategy, you can get your content in front of an audience most likely to convert.

Why work with an intent data provider on content syndication?

Content syndication can be an effective lead generation strategy and plays an important role in most integrated digital marketing campaigns. You run these programs to republish your existing content through one or more third-party channels including websites, email, social media and more.

The goal of content syndication is to:

  • Expand brand reach
  • Connect with more readers
  • Increase quality leads
  • Encourage conversions

In order to reap the benefits above you must target the right audience with a content syndication strategy. Sometimes brands try to publish their content on as many websites as possible without determining their relevance. This quantity-over-quality approach no doubt results in wasted efforts and resources. Using intent data can help you avoid this.

By working with an intent data provider and adding third-party data to your content syndication strategy, you can make more informed decisions about how your audience consumes content and where it makes the most sense to republish your assets. Your intent data partner should able to help you identify the best channels to use and pinpoint well-focused websites for your messages. The result is optimized targeting, improved content, better engagement, and higher-quality leads.

What is third-party intent data?

Intent is a useful data tool for B2B marketers to prioritize and optimize their targeting. In essence, Intent Data Sources help marketers understand who is ingesting content from websites and other channels, which can signal purchase interest.

Typically, B2B buyers will research a topic, or product category and associated vendors before finalizing their purchase decisions. Getting notification of this ‘spike’ in activity can help vendors get in front of buyers at a critical time in the buying cycle and improve outcomes for both the buyer and seller. Marrying audience segmentation, (job title/function/level, industry, company size, location, etc.) with intent topics relevant to your brand or product/service provides valuable insight as to who is in-market right now. Given buying cycles can vary typically from 3-24 months, getting this insight is critical.

Third-party intent data is generally captured by publishers, media owners, or content syndication providers. They collect the web page and engagement with emails, white papers etc. and map that activity against a topic taxonomy which can then be accessed by marketers and can include thousands of topics. Spikes of activity from domains can then be matched with personas at that company who can then form the basis of a campaign. Having a contact-rich database is key here to ensure you’re targeting the right personas.

Activity can also be measured by intensity and frequency to provide a ‘probabilistic to deterministic’ scale which can further help marketers prioritize prospects for ABM or TAL driven campaigns. Use of intent for audience optimization provides lift in ROI and connects buyers with sellers at the right time in the purchasing cycle.

Helpful hint: It’s important to audit your content library based on topics and the buyer’s journey stage. If you tag your content to specific solutions and offerings, this will be very beneficial when deploying an intent-based content syndication program.

With these details, you can identify the right channels and content for your syndication strategy.

Note that some publishers may not have as high of traffic as the most authoritative sites, but that doesn’t mean they aren’t effective. They might have a bigger impact on your potential customer’s purchase decisions. Remember what matters the most is your reader’s intent, not the numbers!

The extensive reach of our Content Syndication network uses the power of intent to find exactly the right B2B personas and audience for your content when they’re in-market looking for answers.

How to add intent data to content syndication?

Find the right content syndication partner

You need to get your content in front of potential customers. Work with a trusted content syndication partner and expand your reach.

When you choose a partner, it’s important to know they’re on top of the latest marketing trends. Can they offer intent data to target a specific audience? What about lookalike audiences? That is an interesting way to find a larger audience that looks like your existing customers or prospects that have shown intent.

It’s essential to choose a content syndication partner that gets your content in front of potential buyers and delivers quality leads to your company.

Recognize the direct correlation

There are many benefits of B2B content syndication. However, in order to get the most out of it, you start incorporating intent monitoring. You may already track your prospect’s behavioral patterns but integrating it with content syndication requires a whole new skill set.

When your program starts driving leads, you’ll need the resources and expertise to identify prospects by analyzing intent data and filtering qualified leads from unqualified ones. Working with a B2B content syndication partner like Anteriad can simplify this process so your team can be confident you’re following best practices.

Once you leverage intent data to recognize the direct correlation between buyer’s interest and your offering (backed by syndicated content), you can undoubtedly achieve a huge competitive advantage.

To maximize the performance, you can correlate purchase intent with data fields like – demographic, firmographic, and geographic details of a prospect. This helps you in matching targeted customer profiles with their behavioral pattern so you can better build audiences to target in your next campaign.

Create personalized content

As you know by now, intent data offers numerous competitive advantages. One of the most impactful uses is to help you create content for content syndication programs. In our recent study, we found that 55% of B2B marketers are using intent data to provide relevant content to the identified audiences.

By analyzing the customer’s purchase intent, you’re in a better position to develop content that matches their interest. In fact, learning intent behind buyer persona research helps you create articles that speak to the background of the target market and address their business problems. By offering content that meets their needs and helps them address their challenges, you’re able to drive more engagement (and eventually conversions) from your audience.

By using intent data to drive your content creation, you establish authority and credibility as a provider and ensure you’re getting the most value from your syndication strategy.

Take the next step with content syndication with an intent data provider

By working with an intent data provider throughout your content syndication strategy you can develop better content and reach the right audiences. This strategy can help you gain quicker access to warm leads and drive conversions. Learn how to drive the most out of content syndication with our Content Syndication Guide.