Content Syndication Campaigns Tips and Tricks for High-Impact Results

Did you know that attracting qualified leads is the biggest content marketing challenge according to 74% of B2B marketers?

Note that the problem is not to attract more leads, but to attract the right kind of leads.

This is where content syndication can help you. It can help you reach and engage the right people with content they like on channels where they’re active. 

But you need a well-designed B2B content syndication campaign plan and the right tips and tricks to do that.

Luckily for you, that’s what we’ll cover in this article. Let’s get started.

7 Tips to Run Successful Content Syndication Campaigns

We at WSL have filtered out all generic advice and shortlisted the seven most important tips that can make the maximum impact. We recommend that you implement all of these to ensure you get the best results from your B2B content syndication campaign.

1. Publish content on niche-based syndication platforms

While syndication platforms like Medium are great for reaching a wide audience, they are not the best for reaching a specific, niche audience. 

For a successful B2B content syndication campaign, you need to focus your efforts on reaching  prospects within specific industries. That’s where using niche, industry-specific syndication platforms can help you.

By posting content only on relevant sites, you can improve your lead quality and only attract relevant traffic to your website.

For example, if you’re in a tech-related industry, syndicating content on TechTarget is more beneficial to you than reposting it on Medium. It can help you reach 32 million B2B professionals from technology-related industries.

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This not only allows you to access leads from your industry but also helps you filter out B2C audiences, who are not relevant to your business.

2. Use a variety of content types for syndication

When you make your content syndication campaign plan, make sure you use a good mix of different content types.

Remember, content syndication is not limited to just republishing your blog content. You can also syndicate videos, infographics, ebooks, and more.

In fact, you can repurpose your blog content in other formats while syndicating it. For example, syndicating a case study in the form of a presentation on Slideshare.

Even within text-based content, there are multiple types of content that you can use.

According to research by NetLine, a B2B content syndication network, the following are the top content types used for syndication purposes:

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Using different types of content also helps you share different types of information effectively.

You can, for instance, use in-depth articles or explainer videos to explain difficult concepts and establish thought leadership. Similarly, you can use checklists to provide a useful tool to your readers to help solve a problem they’re facing.

The possibilities are endless if you don’t restrict yourself to simply distributing blog content on multiple channels.

3. Target specific audiences using account-based marketing (ABM)

To run a highly-targeted B2B content syndication campaign, you can use an account-based marketing approach. Broadly speaking, it involves three key steps:

• First, you clearly define your target audience or key accounts. You can develop detailed Ideal Customer Profiles (ICP) to do that. Here’s a sample template of what an ICP looks like:

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• Next, you work with paid content syndication vendors who use advanced segmentation and targeting. These vendors can help put your content in front of the right people — decision-makers who can help you win big accounts.
• Lastly, use a lead nurturing strategy to capture these relevant and highly-qualified leads. We’ll cover more on that later.

4. Always use your top-performing content for syndication

Since syndication involves distributing existing content, it makes sense to use your best-performing content for the job.

If a piece of content is getting good organic traffic on your website, chances are that it will be equally effective when distributed on other channels. 

But how can you identify your top-performing content?

You can use Google Analytics data to identify which pages are getting the most traffic.

If you find the interface complicated, you can go for paid tools like Semrush or Ahrefs. These SEO tools make it extremely easy to track your content performance and identify the top-performing content on your website.

Using Semrush’s position tracking tool, for instance, you can find website pages that are driving the most traffic or ranking the highest in the SERPs of relevant queries.

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Other than its basic suite of tools, Semrush offers some additional tools for more in-depth analysis. Using Semrush’s Impact Hero tool, for example, you can get insights into which types of content perform the best for your audience.

Here’s a snapshot of the kind of analysis you can get:

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This will help you identify whether your audience prefers “how-to” articles, “listicles,” or any other types of content.

Using these insights, you can identify what works for your audience and use those types of content for your content syndication campaign.

5. Utilize multiple free and paid ways to syndicate content

To get the best results from your content syndication campaign, use a mix of free and paid syndication strategies.

According to HubSpot, here are four ways of syndicating content for free:

1. Republish your blog posts on bigger, more authoritative websites within your industry that allow content syndication.
2. Find websites similar to yours that allow content republishing, and share your content there.
3. Write guest posts from scratch for reputable websites and republish or promote them on other channels for maximum reach.
4. Some websites naturally syndicate content by adding an excerpt and a backlink to the original source. Find such sites and get your content mentioned.

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For B2B content syndication, you’ll also need to invest in paid content syndication. According to the previously-cited DemandScience report, 79% of B2B marketers use a paid syndication vendor for their campaigns.

If you rely only on either free or paid syndication channels, you’ll be missing out on many opportunities. So, make use of every channel at your disposal to get maximum reach and visibility for your content.

6. Always pair content syndication with a lead nurturing strategy

If your content syndication campaign is successful, you’ll get high-quality traffic and leads for your website. Don’t let those well-earned leads leave your website without taking the next step.

That’s where a good lead-nurturing strategy can help you. You should have a plan for how you will drive those leads further down the sales funnel.

Here are some effective lead nurturing strategies you can use:

• Gated content: This involves asking your website visitors to provide their contact details in exchange for access to a valuable piece of content. 
• Signup forms: This involves placing various forms on your website to capture leads. You can, for example, ask your site visitors to sign up for your newsletter. Or, you can directly encourage them to request a demo of your product or try it for free.
• Calls to action: Use strategically placed CTA buttons on your website to encourage your site visitors to take specific actions. See how Slack used multiple CTA buttons to drive prospects to various next steps, such as trying the platform or talking to their sales team.

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• Email marketing: This involves sending emails to your prospects and encouraging them to take the desired action. This could be anything from reading your latest content to signing up for a free trial of your software solution.

Also, make sure you have well-defined sales funnels and you are clear on what next steps you want your prospects to take. Adding too many different CTAs will only confuse your audience.

7. Assess your campaign performance and make improvements

Content syndication is an ongoing marketing strategy, not a one-time thing. That’s why it’s important that you regularly assess your performance and see what’s working and what’s not.

Here are some important metrics you should track at the campaign level:

• Number of leads generated
• Lead quality
• Conversion rate

Along with these, you can analyze the performance of your content and syndication channels.

Identify the channels that are driving the maximum number of qualified leads for your business. Also, figure out which types of content pieces get the most engagement and clicks and create more of those.

Keep fine-tuning your content syndication strategy regularly to improve your campaign ROI over time.

Ready to Take Your Syndication Efforts to the Next Level?

Running successful B2B content syndication campaigns requires careful planning and a lot of effort. From choosing the right syndication channels to deciding which content pieces to syndicate, there’s a lot you need to do.

Using these tried-and-tested tips, you can improve your chances of success and get better results from your campaign. 

So, start implementing these strategies today and see the difference it makes. Good luck!

If you need help, check out our results-driven content syndication services that focus on highly-qualified leads and end results.