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In today’s saturated content marketing landscape, getting your content in front of the right people—aka, potential B2B clients—is more challenging than ever before.
But it doesn’t have to be.
In this blog, you’ll learn how to craft a well-rounded content syndication plan to generate qualified leads.
Let’s start by looking at the basics of content syndication. Or you can also check our Bruce’s video if you’re ready to hear about the best B2B content syndication sites!
What is content syndication?
You can have the best content in the world—but it doesn’t matter if no one ever sees it.
That’s where content syndication comes in. This powerful strategy can transform your B2B marketing efforts.
Content syndication involves strategically sharing your content on other websites or platforms.
Here’s how you do it:
- You create great content like blog posts, infographics, or whitepapers.
- Instead of just publishing it on your own website, you find third-party websites or platforms where your target audience hangs out.
- You then partner with these content syndication platforms to get your content published there. This can be done for free or through paid syndication services.
- Those platform’s users download your content and turn into leads. The best demand generation solutions like ViB offer a minimum number of qualified leads!
Here are some examples of content syndication lead generation platforms:
- Industry news websites: Getting featured in a leading tech publication can amplify your content’s reach, position you as a thought leader, boost your credibility, and attract high-quality leads.
- Social media groups: Sharing your blog post on industry-specific social media groups allows you to spark discussions with potential leads. However, it can be difficult to get noticed on such platforms.
- Paid content syndication platforms: Your best bet for getting qualified leads is paid B2B content syndication. These platforms offer guaranteed, highly targeted, qualified leads with the highest chance of conversion.
The different types of qualified leads
Surveys show that 50% of marketers consider lead generation their top priority—no surprise. The problem is that many marketers focus on quantity over quality.
The issue? It’s not just about getting leads—it’s about converting them into customers.
It’s crucial to understand the wide range of available leads—and focus on reaching those most likely to convert.
Let’s take a closer look at this important distinction.
Cold leads vs. targeted leads
We know that not all leads are made equal. Here’s the difference between a qualified and unqualified lead:
Anyone who downloads your ebook or whitepaper is a lead. They might be interested in what you do, but you don’t know for sure yet. They’re cold.
Qualified leads, on the other hand, are those who fit your basic target requirements. They have more potential to develop interest in your product or service.
At this point, they might ask specific questions, mention a current problem your solution addresses, or even exchange contact information for a follow-up conversation.
These are the people you want to focus on because they’re more likely to become paying clients.
In B2B marketing, we can further separate leads into two main groups: marketing-qualified leads and sales-qualified leads:
Marketing qualified leads (MQLs)
An MQL is a prospect who has engaged with and shown interest in your business but isn’t fully ready for a sales pitch.
Nurturing is crucial at this stage. Craft informative content with clear calls to action to help educate MQLs and position your brand as a valuable resource.
Sales qualified leads (SQLs)
SQLs understand their problem and the solution they’re looking for, and they’re leaning towards buying from you. All that’s left is for them to make the purchase.
Discover everything you need to know about ViB Syndication, including how it works, the challenges it solves, and its success stories, through our comprehensive video walkthrough.
How does content syndication help you get qualified leads?
Content syndication helps you:
- Cast a wider net and attract new audiences beyond your existing network
- Generate a steady stream of qualified leads actively looking for your solutions
- Increase your visibility and establish yourself as an industry authority
- Nurture qualified leads and convert them into paying customers.
By placing your content in front of the right audience, you can tap into new growth opportunities and fuel your business success.
Evaluating content syndication outcomes
Measuring the success of your content syndication and lead generation efforts goes beyond simply counting website visitors.
The true value lies in identifying qualified leads with a genuine interest in your product or service.
Here’s how to assess your content syndication’s effectiveness:
1 – Number of qualified leads:
You want to focus on the number of marketing qualified leads coming in. Remember, MQLs are those who have shown a deeper level of engagement, such as downloading white papers, attending webinars, or requesting demos.
2 – Effectiveness of lead generation sources:
Marketing tools can tell you which syndication channels are generating the most MQLs. This helps you identify the best-performing platforms so you can focus your energy there.
3 – Quality over quantity:
A flood of leads is nice, but are they the right kind? Look at the demographics and behavior of your MQLs. Do they fit your ideal customer profile (think job titles and company size)?
Consider implementing a lead scoring system to filter out quality leads and determine who you want sales to contact first.
4 – Lead conversion rate:
Track how many marketing qualified leads turned to sales qualified leads. This shows how well your marketing efforts are nurturing leads down the sales funnel.
Plus, you can see how your syndicated content performs.
This data can help you refine your strategy and squeeze the most value out of your content syndication lead generation campaigns.
Nurturing B2B content syndication leads
When done smartly, content syndication allows you to target your ideal customers with the content they are actively seeking. But the follow-up is crucial.
Here are some strategies you can use to nurture leads.
Personalized welcome emails: These emails create a connection and offer value by highlighting content relevant to the lead’s interests.
Targeted offers: By leveraging the data collected during lead generation, you can personalize offers and promotions for each lead’s specific needs.
By making leads feel valued and unique, you can create trust and build stronger relationships. This ultimately builds engagement and increases the likelihood of converting leads into paying customers.
B2B content syndication vendors
When choosing a content syndication vendor, the key is to go for one that doesn’t just offer vanity metrics like website visitors and impressions. Choose one that has a track record of generating qualified leads.
ViB Syndication goes beyond simply casting a wide net. We understand different content syndication methods and tailor strategies for each piece. This means your content reaches the right eyes at the right time, maximizing lead generation and brand awareness.
With ViB, you can forget empty promises. Generate qualified leads, increase brand awareness, and get valuable market insights.
Numerous B2B high-tech companies trust ViB to deliver exceptional content syndication services that propel their marketing efforts forward.
Here’s a content syndication lead generation case study that shows exactly how effective ViB’s content syndication can be in generating qualified leads:
Content syndication for Abnormal
Jon Moody, director of demand and digital marketing at Abnormal Security, aimed to capture the attention of high-ranking executives and senior personnel for cloud-based email security solutions—a challenging audience to engage.
After turning to ViB Syndication, Abnormal is reeling in 1,000-1,500 leads every quarter. That’s around $800,000 in lucrative opportunities each month!
What’s more, ViB showed some serious benefits over other syndication services. Abnormal is getting higher-quality leads, boasting a 50% conversion rate, and getting great feedback from sales.
Want to dive deeper? Check out the full case study here.
Need a B2B marketing boost? ViB’s affordable content syndication delivers
Struggling to fill your sales funnel or establish brand authority? ViB’s cost-effective content syndication solutions can help you achieve both. Reach your target audience, save resources, and see a positive impact on your bottom line.
Start your ViB Syndication trial today (exclusive price)
