4 Things To Look For When Sourcing A Content Syndication Partner
When selected rationally, a content syndication partner can provide your business with not only the knowledge to extend the content reach of your organization, but to garner greater insights and refine your go-to-market strategy. But while most publishers and account-based marketing (ABM) providers offering content syndication platforms claim leads are generated from within their ecosystem, it is much more likely they create spam, unfortunately undermining your content, lead quality and other assets.
When selecting a content syndicator, you’ll want to answer the following questions:
- What audience(s) do they have access to?
- How will your content be displayed?
- How do they validate their results?
- Do they value the data protection and privacy rights of the persons whose information they collect or receive?
1. Audience Segmentation
When searching for a syndication partner, it is critical to find a provider that knows how to correctly segment audiences, connecting your content with the right audience, at the right time. While numbers matter, locating a big audience shouldn’t take precedence over finding than the right audience. Combining the ability to test and optimize email copy, content assets, and subject lines, all mid-campaign helps increase conversion rates.
2. Brand Governance
Brand governance is one thing, but you need to ensure you are aware of how your publishing partner will display your assets. Any content syndication vendor you select needs to show you in advance how your assets will be displayed. This is one area in which you definitely don’t want to compromise.
3. Conversion Attribution
Conversion is probably one of the most important aspects of any B2B content syndication program. Content syndication requires a multifaceted approach in order to implement a successful program. When searching for a content syndication vendor, your partner should not only understand the type of content that is appropriate for each stage of the sales cycle, but best practices for creating a high conversion strategy for lead generation.
4. Compliant Contact Acquisition
2018 witnessed the B2B world reach panic stations following the introduction of GDPR. The result – Opt-in elements on landing pages presented in small-print suggesting some form of disguise. Despite the regulation presenting more opportunities than restrictions, many failed to realize that specific prospect opt-in, makes for more effective follow-ups. The decision to utilize a content syndication vendor should be driven by sourcing a reputable and compliant provider, not by the channel they operate in. A qualified lead is a qualified lead, no matter where it comes from.
Beyond Top-Of-Funnel Activity
Designed to drive personalized and unified content experiences for customers, content syndication networks can extend the content reach of enterprise organizations, to garner greater insights and refine their go-to-market strategies. Uniquely positioned in the market, MRP Prelytix learns from client CRM & MAP data, augments that insight with intent and predictive scoring and then triggers interactions, across its content syndication network based upon the needs and buyer journey stage of target accounts.
Give us a call or click here to test a lead gen campaign for whatever pipeline status you need.