You heard it right… Drive 10x( literally 10 times) more leads with content syndication.
To many, this is a controversial topic, but it really shouldn’t be. You just need to know why it can help you, when to do it and how to do it the right way.
Syndicating content is a great way to improve your lead generation efforts because it amplifies your reach, allowing you to tap into an audience you might not have been able to reach otherwise. This helps you optimize returns and put your content in front of a relevant demographic with high buying potential, so you’re not restricted to your immediate audience of subscribers and loyal followers.
For those of you who are still unaware of this strategy, content syndication is a process of re-publishing content on third party websites that have a reach higher than yours. So, you are basically aiming at websites that are around your niche.
One question we almost always get after explaining this is – why would you give away your best content to someone else?
Let me tell you how much crucial content syndication is. James Clear who is a big lover of web content syndication drove 600 more subscribers by republishing his content on another website. With no extra effort, he got 600 more subscribers (source).
Before diving into content syndication, let’s see what is the difference between content syndication and guest posting.
Content Syndication vs Guest Posting
Guest posting is creating content for publication on a third-party website. We call it guest posting when you do not publish that content on more than one site, including your own site.
On the other hand, Content Syndication is when you take content which is already published on your own site, and you give one or more other parties permission to post a copy of that content on their site. the syndicated content may be the complete copy of your whole post or a part of it.
As said above, it gives you an opportunity to get exposure of your content and website to another website’s audience. Wherever you are in growing your business, exposure to other audience should be of interest to you. A key point here, however, is that you should only syndicate to sites that have an audience (or audience segment) that is relevant to your business.
You should also only syndicate to sites that are of higher authority than your site. Exposure to their audience brings obvious reputation and visibility benefits; and if the site is a respected authority, then some of the lustres of that authority will reflect back on you. That’s a good thing!
When to Syndicate?
You probably don’t want to syndicate every piece of content from your site. That will create a situation where there is nothing unique left for users to find when they visit. This means you need to decide on the right time and place to do it.
How to syndicate content that drives 10x more leads?
Collaborate with other companies on promotional offers for a co-branded offer. Both companies promote a piece of content, which can be in the form of an ebook, whitepaper, research study, or any other gated content. Users are directed to a landing page where they can access the content upon providing their contact details. The resulting leads are then shared between the two companies.
It is nothing but two brands agreeing to promote each other’s content on their own social media channels. This is a fairly simple and easy-to-implement strategy because sharing content on social media doesn’t take much effort. However, the opportunity for enhanced exposure makes this tactic hard to ignore.
2. Know Your Target Audience
If you are looking to syndicate content, you have to target the right audience first. Whatever you are syndicating should be relatable to the what the audience is looking for.
Build a buyer profile
First, start with building contacts who will be interested in knowing about that topic.
Besides this, you can gather a lot of relevant information from marketing, sales and customer support teams of your business. They interact with potential buyers at different levels and know exactly who your ideal customer is. So you will know
- Which industry do they work in?
- What is their job title?
- What is their pain point etc?
Put all the information together and create an avatar, i.e., the person you will be targeting when you begin to syndicate content. This will also help you in knowing where your audience hangs out and selecting the best platforms to syndicate content accordingly.
3. Focus on the quality of the content
Always come up with high-quality content that is crafted to resonate with your target audience and to help them in tangible ways. Provide something valuable and make it as informative, entertaining, and easy to digest as possible. Remember that your primary goals are to build authority and drive relevant traffic, so the quality of your syndicated content is critical.
4. Choose the right partner to syndicate content
It is difficult to handle content syndication by yourself. So, it is best to outsource the work to an agency. Not only does it save you time, but it also saves you money and resources.
Companies and publishers with good reputations are always a safe bet when choosing which online platforms to push syndicated content to. While a large audience is helpful, it’s more important to go with a partner with the right type of audience that aligns with your brand.
If your publisher can segment their audience in a way that allows your content to reach specific target markets, all the better.
5. Track and Capture your Contacts
If your content is accessible online, make sure that you can capture contact details and other relevant prospect information where possible. You can achieve this by linking your syndicated content to your gated content that requires prospects to provide contact details in order to access it.
Most readers generally prefer the following formats: e-books, case studies, research reports, webinars, whitepapers, worksheet templates, and checklists etc.,
Using content syndication as a lead generation strategy is an excellent way to improve your search engine rankings, establish thought leadership, and widen your reach through demand generation marketing. It’s important to continue nurturing the relationship you started by following up with new leads. Keep them engaged by sending more relevant content their way to drive them along the sales funnel.
Call us at +1 415 800 3901 or write to us at firstname.lastname@example.org for more information on our content syndication services.