How to Use Content Syndication in Your Account-Based Marketing Strategy

Extend ICP Reach at Target Accounts, Generate Leads, and Acquire More Buyer Insights

Content syndication is an essential tool for marketing professionals looking to maximize the reach of their thought leadership and generate high-value leads. When done strategically, it can be a powerful way to extend your reach beyond your target account list. It also can be utilized to increase lead conversion rates. In this blog post, we’ll discuss how to use content syndication as part of your ABM strategy. We’ll also look at the different stages in the buyer journey and how you can use content syndication to ensure you’re getting the best leads possible.

What Content Syndication Is

First, let’s talk about what content syndication is. Content syndication involves sharing your content with a wider audience via a third-party platform or publication. Examples include blog, websites, or newsletters. It allows you to amplify your message and gain more exposure to potential buyers that may not have otherwise found your content. This can be especially helpful when it comes to account-based marketing (ABM). Content distribution provides an opportunity to reach new prospects and build relationships with them before they even enter into the buyer journey.

Plan Out Your Content Distribution Strategy

Once you understand what content syndication is and how it can benefit your ABM strategy, it’s time to start planning out your approach. To get the most out of content syndication, make sure that each piece of content is tailored specifically for the target accounts that you’re trying to reach.

Researching their interests and needs will help ensure that the material resonates with them on a deeper level. Buyer insights also gets them further down the funnel towards conversion. Make sure your content is relevant and timely. Outdated or irrelevant content causes prospects to engage with it less. Prospects may even consider it less valuable information for their decision-making process.

B2B Content Syndication and Lead Quality

Finally, don’t forget about lead quality. While content syndication can be great for generating demand and improving reach, it’s important to remember that quality matters just as much as quantity. Lead conversion rates are directly impacted by quality.

Ensure that you’re getting high-quality leads from each piece of syndicated content by tracking key metrics such as engagement rate and click-through rate. This way you know which pieces are performing well and focus on those moving forward.

Pay attention to which vendors your leads are coming from and compare this against other sources likes intent data so you can adjust your targeting accordingly. Doing this helps to ensure that only relevant prospects are engaging with your material. Similarly, it decreases the chance that you will spend on low-quality leads.

Content Syndication is Key to an Effective ABM Strategy

In conclusion, strategic content syndication can be an invaluable tool in expanding the reach of your thought leadership. Effective targeting via advanced account intelligence generates ideal leads within your target account list.

By following our tips for creating targeted and relevant materials, tracking key metrics related to lead quality, and adjusting targeting based on where leads are coming from, you’ll be able to maximize the value of each piece of syndicated content – resulting in real results for your ABM goals.