Content syndication stands out as one of the best ways to generate more leads. It entails the distribution of content already published on your website, to be republished on third-party websites. It is relatively cheap, puts your brand in front of a greater audience, and helps improve brand awareness.
But imagine, you have worked hard to produce great content. You put it on your website and take steps to make it easier for people to find it in search results and even make it SEO-friendly. However, the number of views and subscribers you gain from it isn’t where you’d like it to be.
The plain truth is that generating plain content is not enough. Content syndication is also not just about SEO. Successful B2B content syndication is more about the content being able to reach a larger audience who would be interested in your product or service. Most marketers face the dilemma of getting quality visitors to their content. Too many marketers start B2B content syndication campaigns with wrong or unrealistic goals.
Some of the best marketing strategies used by B2B companies to reach the target audience and boost demand generation is to augment original content through syndication. It may appear as simple as publishing content on a third-party website, but it needs careful planning. When done correctly, B2B content syndication can help enhance brand reputation, and when done poorly, it can harm your brand’s image.
Below we bring to you some of the common mistakes to avoid while syndicating content.
IN THIS BLOG
Top-of-funnel sales calls
Top-of-funnel leads aren’t ready to meet or buy – whether they’re generated via content syndication or any other lead generation solution. Before someone gets ready to buy, it takes eight to 10 successful touchpoints on average. Just because someone has downloaded your content doesn’t indicate they are willing to purchase immediately.
For instance, one of your co-workers might have recently enrolled in a free online business launch course. She was given access to several free resources and tools in exchange for her email address. She isn’t interested in doing her own business at the moment, but she is very passionate about helping other women who feel inspired to launch their businesses.
Your co-worker represents a high-quality, early-stage prospect in this case. But should we consider her a “poor lead” for the premium course because she isn’t ready to launch her business today? Of course, not.
Perhaps in six months, she will decide to launch a company and opt to invest in training then. On the other hand, maybe she’ll find the free course so helpful that she’ll recommend it to two friends, who will also decide to pay for it.
However, when approached by a sales representative for their course, she would have said no. If that happened, she’d be marked as a “poor lead” by the sales personnel and wouldn’t be called up again in the future. Now, this is what is a missed opportunity.
What to do?
A business should ideally nurture her. Top-funnel leads should aim to convert such customers into a middle-funnel lead and then proceed toward a bottom-of-funnel lead followed by a sale.
The goal is not to turn a top-of-funnel lead into sales directly. That’s not possible. Skipping the lead nurturing process will result in tons of “poor leads.” The issue is that those leads aren’t all too bad, actually. They’ll be those leads that are not too far enough in the buyer’s journey.
Prospects will become less interested in your content if you are inconsistent in your interactions with them. Of course, this does not mean you must bombard them with messages constantly, but you should ensure that whatever you send them is timely and useful.
You need to strike the right balance when it comes to nurturing sequence communication. If you contact potential customers too often, they may become irritated and unsubscribe. If you don’t keep in touch with them, they may forget about you just when they’re ready to purchase.
What to do?
Consider the last five clients with whom you completed transactions recently. How did their purchasing cycle look? How much time did it take? Were there any commonly asked questions? What kind of information or resources did you send them?
You might find some common threads by looking at past successful sales cycles. Then model your nurture sequence in the same communication style. You want to remove the gaps between the time when a prospect requires information and when they receive it from you.
Lack of value-based nurturing
Many marketers and salespeople think that the purpose of nurturing is to get sales qualified leads as soon as feasible. This isn’t true! The objective of nurturing is to educate, engage, and entertain prospects. So that when they’re ready to buy, they’re more likely to buy from you.
“Let me know when you are free for a quick chat.” Sounds familiar? Undoubtedly, you get that email weekly from people trying to sell you something. And what do you do? Immediately junk it. If that’s what you email your prospects, guess what? They’re going to erase it.
Instead, ensure you’re doing a lot for them before you request something from your prospects (email you back, organize a meeting, buy something, etcetera.). Do not forget about the 90/10 rule. Ninety percent of the time, provide them free value. Just 10% of the time, ask them for something.
What to do?
- Share articles that are interesting
- Give a discount
- Send them information about your product or service
- Share an industry-related video or social media post
- Give advice and suggestions
Content lacks value
Low-quality content is a put-off for readers. It’s the content that you generate that defines you. Your target audience is bound to feel disappointed with poor content. It will give them the impression that you do not have answers to their concerns. But how do we define which content is inferior?
We can describe them as content that plays around with readers’ concerns instead of solving them. It may be content that is not appealing to the eye due to the lack of appropriate pictures, infographics etc. It can also be content that’s not grammatically correct, or that is out-of-date with incorrect information.
In all the above cases, it’s better not to post anything else companies run the risk of losing the conversion potential of the audience. What’s more dangerous is publishing content that lacks proper research and is full of grammatical errors.
What to do?
First, ensure your content is generated after proper research. Second, generate content that will lure your audience to interact with or purchase from you. You must also understand what kind of content people like reading. The good thing here is that all of these can be determined with the help of audience insights. Most pertinent is to understand what your audience loves to read. Content marketers must leverage this to engage the audience effectively.
Not using marketing automation
We have already established that nurturing content syndication leads is vital and discussed what type of content should be employed to nurture prospects. So, let’s talk lead nurturing logistics.
Marketing automation tools can simplify, speed up, and make tracking easier. It’s something that’s highly recommended. Automation can also save your marketing team’s time on repetitive operations like email scheduling and personalization.
Automating also simplifies the lead scoring process, which enhances your nurture process and saves salespeople a lot of time and energy. Tracking and KPIs are handled within the automation platform, so you can log in at any moment to see if your nurture sequence is optimized or if it needs tweaks.
B2B marketers can benefit greatly from utilizing content syndication. Nonetheless, it’s essential to do content syndication the right way. Don’t commit these blunders if you plan to launch a B2B content syndication campaign.
Content syndication is a low-cost and scalable method to generate top-of-funnel leads. But you can’t just leave it at that. Those at the top of the funnel won’t turn into sales until you have a content syndication strategy that can move them down the funnel and help close the deal.
In case you are looking for a content syndication service provider to help you with your content syndication efforts, we are here to help you. Get in touch with us today.