In the crowded space of today’s digital marketing world, paid search marketing has become a vital tactic to drive results,...
When it comes to generating enterprise leads via content marketing, content syndication to the right audiences is a must.
Content syndication is a method of republishing web-based content for third-party sites to promote it, either as a full article, snippet, link, or thumbnail. Syndicated content can benefit your company’s brand awareness and digital PR, as well as build links and boost organic traffic to your original content. This can be done by sharing content in the form of blog posts, videos, and infographics on company sites, or shared on social media.
Content syndication can be used as a hyper-targeted lead generation channel for account-based marketing when the right partner is utilized.
You may not be familiar with the name Vilfredo Pareto, but you may recognize the concept he created: the 80-20 rule. A brief history of his discovery came from the early twentieth century when Pareto made the realization that 80 percent of Italy’s land was owned by the same 20 percent of its people. He then similarly went on to realize that 80 percent of the peas in his garden were coming from the same 20 percent of his pea plants.
Pareto concluded that 80 percent of all results come from 20 percent of the effort, and this is a rule that can be applied to the topic of content repurposing. 20 percent of your content should be driving 80 percent of your leads – if you know how to leverage it.
Why Should You Recycle Your Content?
Ask any thought leader or search marketer – high-quality, and relevant content is still one of the most critical factors for ranking. Enterprise brands are publishing content more frequently every year to keep up with Google’s changes and drive organic traffic back to their sites.
While publishing large amounts of keyword-oriented content can be significant for rankings, keep in mind that Google isn’t the one putting money in your pockets.
Content repurposing allows you to reach a more significant part of your original audience. It is unlikely that everyone you intended to reach will interact with your original content. By recycling it to other outlets and forms of media will expose it to more people.
You must identify where your end customer consumes information and how to deliver your content directly to them. Your content needs to be converting readers and generating leads for your pipeline.
So how can you leverage all the content you’ve created to generate leads for your business? That’s where content syndication comes in handy.
The Benefits of Content Syndication
As content marketers, it’s our job to educate and nurture our readers at various stages in the marketing funnel and move them further down (closer to making a sales decision!). The content we create for our readers can range in intent – from education to individualizing your brand and value. Specific content syndication/promotion strategies vary with their different goals.
Most content marketers look at content syndication as a brand awareness strategy. By widening the visibility of your blog posts, you can build your online reputation as an industry expert. The more authoritative you seem, the more leads you’ll convert.
While building your brand is essential, it shouldn’t be the only focus of your content.
If you know where and how to syndicate your content, you can leverage each piece as a powerful lead gen funnel as well. Find ways to incorporate strong call to actions throughout your pieces and leverage them as a lead generating force.
Social Media-Based Content Syndication
Social media has transformed content marketing. It has proved to be a powerful tool to boost brand awareness, website traffic, and organic visibility, all in one.
Content marketing has always included promoting your posts to maximize its visibility. But, somewhere along the line, “content promotion” as a strategy was replaced by Twitter blasts and one-off paid social promos.
If you want to create a set audience for your social profiles that you can blast with a new blog post once a week, go ahead. But I think it’s safe to say that you probably won’t be seeing strong returns.
Instead, here are three engaging and effective ways to promote your content via social media to generate leads.
1. Repurposing Content into Social Media Graphics
After you hit publish on a blog post, podcast, or video, don’t let all the time and effort you spent go to waste. You can give new life to your content by repurposing it into graphics to be shared on your social media channels.
One piece of content can be repurposed into multiple social media components.
If you do not know where to begin, first turn to your highest performing content, and find the most valuable pieces of information. These can be quotes, statistics, or any other beneficial knowledge that can be repurposed into engaging graphics.
This is not only a way to create new and engaging content for social media. It appeals to an audience that may not have had time to listen to an entire podcast or video or read a complete article.
2. Creating Micro Videos
Utilizing video has become a beneficial tool in enterprise marketing and has proven to have the most impressive results across social media platforms. It also provides the opportunity to share real and personal content across your social media platforms.
Statistics show that the demand for video content is increasing as it becomes the consumer’s favorite type of content. It is also an effortless and effective way to repurpose your content.
This can be done by converting valuable pieces of information from popular blog posts into short micro-videos for your social media channels. By choosing the most relevant snippets of each piece of content, you are providing the audience with an engaging way to interact with your brand. This additionally produces more qualified leads and organic traffic to your website.
Another benefit of utilizing video content marketing is that there are multiple channels you can share your content across. You can find videos on LinkedIn, Instagram, Youtube, Facebook, Twitter, and other blogs. This not only gives you an array of channels to share your videos but in turn, makes it easier for your audience to share them as well.
3. Personal Profile Shares for LinkedIn
This may seem like an afterthought, but don’t forget to promote the post via your own, personal social media profiles.
For the digitally-savvy, modern-day user, there are few things as annoying as being advertised to. Especially in your favorite online communities. It’s easy for users to identify branded social pages promoting their products/services and scroll past.
On the other hand, social users trust what people post on personal profiles more readily.
You may want to consider sending out a company-wide email to post on personal profiles before promoting on your branded profile. Depending on the number of employees, you could be increasing your visibility by a factor of ten or more!
Email-Based Content Syndication/Promotion
Email is another tried-and-true promotion channel that is often underutilized and can be a form of content syndication. Now, email marketing can be tricky. Assembling a relevant list of emails and contacts will make or break your outreach campaigns, regardless of whether it’s an outreach campaign, promotional campaign, or you’re sending out follow-ups.
While it may seem frustrating at first, email-based content promotion is not a method you want to miss out on.
Success in email marketing doesn’t come from “counting the people you reach,” it comes from “reaching the people that count.” Make sure your emails are short and to the point, that they don’t waste time and provide value to the receivers. Show them why it’s worth their time to read your content over the 500 other emails in their inbox.
If you have already compiled a healthy email list, you’re already halfway there. At the very least, you should be using this email list to send out regular email newsletters highlighting your most recent posts.
Your timeline can vary – some sites send out roundup email newsletters whenever they have compiled enough content. Others aim for regular email blasts to give their subscribers a sense of consistency.
Your frequency will be determined by the capabilities of your content team and the attention span of your readers. For email blasts, there are two significant factors to take into consideration.
- The Subject Line/Title – What are you calling your newsletter (monthly or weekly)? This name must reflect the value of your content. This value should be appealingly conveyed in the subject line to generate a high open-rate for your email.
- To HTML or Not to HTML – It’s true that cleanly formatted HTML emails look much nicer and more professional. But it’s also true that “more professional” doesn’t always garner “more success.” Tools like MailChimp let you custom design email templates that align with a singular branded theme. But more often than not, they scare readers away by looking to promotional, sales-pitchy, or spammy. A classic email organized in the right way can do wonders for your reply rate.
The most important thing to remember is that no one likes to be spammed; we already receive enough unwanted emails to begin with. When composing your newsletter, make sure you are adding value to your reader, rather than overwhelming them with self-promotional content.
Third-Party Based Content Syndication
The primary focus of account-based content marketing is to place your content directly in front of your end customer.
You want to create content about your target audience and syndicate it where they read. Promote your directly to your ICP’s channels, and have it shared by the social influencers your ICP follows.
It’s important to note that this will vary a great deal by industry. Marketing executives at commercial construction companies aren’t reading the same blogs as Digital Marketing Coordinators at digital agencies.
Blog Syndication Sites
The search engine marketing industry is one of the more natural industries to syndicate blog posts in. Probably because each website and search marketing understands the necessity of widening your blog’s visibility.
For this reason, there are quite a few different blog syndication sites to choose from. I’ve listed them below:
Growth Hackers – a great community of blog submissions and Q&A to help disperse innovative growth tactics for search engines.
Inbound – industry-trusted Q&A forum where search marketing experts share tactics and submit blog posts.
Quora – user-oriented Q&A forum open to any type of question regarding any industry, vertical, or topic
Outbrain – content focused syndication site with relevant posts advertised within other posts
Triberr – community-oriented syndication site that works to build groups of content marketers to share related posts
These are only a few of the different content syndication networks (CSN) that the digital marketing community relies on. But if you are marketing within and to a different niche, the CSN’s you use may differ.
You can submit your content to these forums as a whole blog post, a snippet of text, or even just a link. Depending on your goal, the format of your submission may change. For the most part, however, reposting the entire blog post when possible is usually your best bet.
What’s important is that, regardless of which site you use, you not only submit the post as blog syndication but also promote the piece on the forum platform of the website. You can do this either by asking a question that you feel the post answers or merely shouting out that you’ve recently submitted a new piece.
Either way, we are looking to broaden exposure here, so every mention counts.
Answering Real Questions in Your Content
We all invest a great deal of time, energy, and resources into the content we create for our online campaigns. So we need to make sure that our content works as hard for us as we do when creating it.
Make sure that you are asking the right questions of your content. More often than not, this doesn’t mean questioning your writers. It usually means wondering who you are writing for.
Utilizing Analytics to Target the Correct Audience
A useful feature of your social media analytics tools, which are accessible for any business account, is that you can find out who your audience is composed of. While you may have a specific group of people you want to target, your analytics tool shows you the demographics of who is viewing your content.
Don’t make the mistake of creating and promoting content to yourselves. Keep in mind your end consumer and syndicate content that will add value to their lives, not yours.