In a fast-paced digital marketplace, B2B marketers actively search for creative ways to extend their reach and generate qualified leads. One immensely successful strategy involves b2b content syndication. It is much more than mere sharing; it involves strategic means to enhance your brand’s visibility and build thought leadership in front of your target audience. Some examples show how brands are using this significant tactic to gain huge amounts of revenue.
Launches Authority and Expands Reach:
Let’s take the situation of a software company that specializes in cybersecurity solutions. They write an excellent white paper on the ransomware threats of the moment. Posting it on their site is a start, but it has a reach limited to their few followers. But through following Services, they can work with publications and online platforms that speak directly to their audience and get direct input from the community of IT professionals and decision-makers; this is key to expanding their influence and presenting themselves as thought leaders in the field of cybersecurity. Actually, their credibility grows every time the content they write is syndicated on a credible platform.
Lead Generation:
A marketing automation platform sought to target enterprise-level business accounts. They created a number of webinars presenting their platform’s advantages to large organizations. Rather than relying solely on their channels for marketing, they turned to b2b content syndication to promote webinars in spaces where C-suite executives and marketing directors would frequent. This enabled a completely targeted approach that saw a huge influx in registrations coming from qualified leads-audience members actively searching for solutions to their marketing problems. The platform was able to capture great lead contact information, allowing their sales team to reach out to prospects likely already prequalified and interested in their solution.
Brand Awareness and Visibility:
A lesser-known SaaS startup wanted to create a stir in a competitive market. They spent time creating quality content for blog posts and infographics depicting common pain points suffered by the target audience. By strategically placing their syndication, they were able to have their content featured on top-tier industry blogs and news sites. Their brand visibility shot up tremendously, bringing their name and expertise into the arena. platforms over time helped build brand awareness and give them an initial standing in the market.
Getting Traffic and Engagement:
A B2B consulting firm specializing in supply chain management issued a captivating report discussing global events and their influences on logistics. They used this to publish excerpts from the report with links back to the full version on their website. This drove in the targeted traffic by leaps and bounds and tremendously enhanced engagement with their content and interest in consulting services. By allowing the short snippets of information to reach and attract the potential clientele, they persuaded the latter into knowing more about their subject matter.
For B2B Content Syndication to Succeed:
- Target the Right Audience: Partner with platforms whose audience matches your ideal customer profile.
- Create Great Content: Make sure your content is useful, informative, and entertaining.
- Measure Your Results: By measuring website traffic, leads generated, and brand mentions, you can assess the performance of your campaigns.
- Build Relationships: Foster great ongoing partnerships with publishers and platforms to increase the success of your syndication initiatives.
B2b content syndication cannot just be one method for all. It requires proper planning and strategizing promptly and consistently. Yet, as the following examples illustrate, when it works, it can help tremendously toward fulfilling far-reaching marketing goals, from increasing reach and building authority to generating high-quality leads and expanding businesses.
