The Ultimate B2B Content Syndication Guide to Increase SaaS Lead Generation and Hyper Targeted SaaS MQLs | StartUP MQL
“Syndication helps us reach the people within accounts we didn’t necessarily expect to be involved in a deal.”
- Nick Robinson, Director of Digital Advertising - SAP
If you want to generate qualified leads, it's essential that your content is reaching the right people. Content syndication gives marketers access to audiences of publications such as Bloomberg Business, C|Net, and MarketWatch, which could give them an edge over their competitors when looking for new business partners or software services! Expanding your reach into new audiences will increase your lead generation flow, and it will extend your reach into new industries and segments you may have been unaware there was a great product fit for.
What is Content Syndication and How Does It Help With Creating Targeted Leads?
Content syndication is the strategy that postulates publishing high-quality, valuable material on websites that target audiences you don't normally have access to or get your content in front of. These sites typically require visitors to submit personal information in exchange for content - this way your business can reach new customers with similar interests as yours without having any pre-knowledge about them beforehand! This process benefits everyone involved because
The publishing site receives relevant content that matches their audience’s interest.
The audience gets fresh content that they might otherwise not have viewed.
You get quality exposure, publicity, and backlinks to increase organic traffic.
With content syndication, you can tap into a whole new audience of potential customers by getting your information in front of them. Reaching a new audience that has interest in valuable SaaS products through their social media feeds and websites that they regularly visit for industry news and current trends is a much more convenient way for them to consume your content and become aware of your SaaS products! When you expand your audience, you increase awareness and traffic back to your site, which results in growing your sales pipeline with quality leads and improving your overall lead generation efforts.
Create A Successful Content Syndication Strategy To Improve SaaS Lead Generation
Content syndication is a great way to generate leads, but it's not enough just getting your content seen by more people.
Set Explicit Goals
You have to set explicit goals for generating leads when launching a content syndication campaign. Define the specific goals that are in tune with the marketing and sales objectives at the microscopic level. Here are some of our own goals that we set with our own customers at StartUP MQL:
Broader exposure to increase awareness of the companies services and values proposition.
Optimizing SEO performance for first page ranking.
Increase readership amongst blog, support content and syndicated content.
Generate more sales qualified leads and purchase intent mid-funnel
Produce quality top-of-funnel leads
For many businesses, meeting potential demand can be difficult. Make sure that the goals you set are aligned with your overall business plan and timing so production goes smoothly!
Choose A Target Audience
By using paid channels to syndicate content, you can reach your target audience very precisely. However it is important that before choosing partners for this endeavor - whether they be websites or apps, you first identify which market segments you want to reach with your content. Use only reputable channels that offer B2B targeting options like, geo, employee size, industry, revenue, and job title.
The content syndication vendor should synchronize your marketing automation programs through an API so that leads arrive directly in the system. From there, you can score them and assign different nurturing campaigns based on their response rate to see which one is most effective for converting prospects into customers!
View the top 6 marketing and workflow automation software for 2022 here.
Implement Intent Data
The intent data is a tool that measures intent and intent awareness: this includes how well the user is aware of their own intent and what information sources they are able to access. The intent data shows which visitors or leads are actively researching your industry or solution online. Users are tracked with cookies and scored on multiple topics.
There are five main intent data points that works well with intent targeting, which can completely increase lead generation and sales conversions:
Location intent
Time intent
Device intent
Intent phrase match (walking into a store and used what you're looking for in the search engine)
Product intent (you've searched for your product on Google Shopping, but haven't clicked any ads yet)
Apply SEO Strategy
Content syndication is one of the most popular tactics marketers use to improve their SEO rankings and drive more traffic, leads and sales. By its very nature, content syndication involves sharing your original written content with other sites, along with links back to your site. Some SEO tactics work better than others, but by far the fastest and easiest way to see SEO benefits is through content syndication—publishing your site’s best SEO content on other sites can be very effective, especially if done correctly and as long as you're not publishing duplicate content. Here are some ways you can easily achieve this:
Publish a digestible, snackable piece that summarizes the article and encourages your audience to click through to the rest of the content, without giving away too much about what’s in store if they read on.
Guest blogging is a great way to build authority, backlinks brand awareness and it usually generates targeted traffic that converts into quality leads. Make sure you publish original content with several links pointing back at your site.
Avoid being penalized by Google and other search engines, use legitimate syndication vendors, like DW Media or Salsify. Vendors who are less reputable and post random content won’t be worth your money or time.
The only weakness in using content syndication for SEO is that it can put your own site out of ranking, particularly if you have a small business with limited online presence. However there are ways around this problem and we could help by implementing the techniques needed on our end-to ensure top placement at all times!
Create Content Assets
Your content should speak with clarity and purpose, it's important that you create content specifically tailored to address your prospects' questions for each stage in your sales funnel. For example a buyer towards the end of their consideration process might want more information on pricing so they can make an informed decision; while someone early along probably cares much less about what solutions are out there but rather how these options solve problems--this could involve any number or type of feature comparisons (ease-of use vs complexity).
When you want to reach an audience with your content, using multiple channels and mixing them up can be more effective than sticking solely to written words. Channels like video, imagery and audio are increasing, especially since you can easily digest this type of content pretty much anywhere. You may also find that certain segments of the market prefer one type over another for whatever reason- which means there are plenty of options available when it comes time for developing new strategies for content!
Syndication Partners
In order to maximize the potential of your company's content syndication efforts, you need a variety of partners. You can opt for paid programs that provide access and distribution through vendors or non-paid methods such as RSS feeds on social media platforms where users are more likely to engage with fresh new information posted by others in their network or groups.
To ensure that you find the right syndication partners, it's important to do your research first. Here are some things I look for when hiring a paid partner:
Capable of reaching a specific audience, you can target your content with precision.
A vast audience with interest that aligns with your brand, products, and solution.
The company is well-known for its high quality products and services.
If you are an expert in your field and know how to write, then it is worth considering offering free content for those who need fresh articles. sites that accept contributions from writers like yourself can often use additional material if it's available; however there may be competition between websites so make sure not to overlap with any other writer's topics or areas of expertise before pitching them!
If you want to syndicate content on the web, contact publishers with your offer and include a non-salesy asset that offers value to their visitors. Make sure it hasn't already been published elsewhere before sending! You can have many syndication partners, but doing anything besides offering original and exclusive content is bad form - don’t try republishing specific assets across multiple sites.
Lead Qualification
To reap the benefits of content syndication, it's important to further qualify leads with additional questions. It is important to find the right syndication partner because they can often use their existing relationship with audiences and ensure that leads you get are good opportunities worth your sales team's time. That’s why it pays off so much in choosing a good fit for both parties involved-to make sure each party gets an ROI on what was invested!
