What is content syndication? Why is it so powerful, and why should you consider adding it to your marketing strategy this year?

In Part 2 of this article series, we consider common targeting techniques to pair with your content syndication strategy and highlight the importance of leveraging good, clean data.

TARGETING TECHNIQUES

The goal of content syndication is to acquire new leads. To successfully implement your content syndication strategy, it’s important to outline a of clear set objectives, set aside funds in the budget, and define your target audience. Targeting the right audience requires clean, authentic data. Third-party data relies on algorithms and guesswork that could result in your content going to the wrong audience. Leveraging first-party data and predefined target accounts is a powerful way to generate new leads and incur revenue.

There are multiple ways to republish your content; picking a clear strategy and practicing digital nurture will ensure you’re generating quality leads. Let’s consider some common lead gen targeting tactics.

ACRONYMS & TACTICS TO GRASP: MTM – STM – ABM – IBM

Mass Targeting Marketing (MTM)

With MTM, marketers push content to a very large audience and set broad objectives around brand awareness. This will likely increase brand exposure, but it might be hard for you to control the outcome.

Segmented Target Marketing (STM)

STM allows you to get better and more actionable results (leads). The more you segment your audience, the more relevant you will be, and the more chances you will have to develop long-term engagement with your audience. A prospect who has already engaged with your brand is more likely to convert into a customer with the right digital nurture tracks.

Account-based Marketing (ABM)

To push segmentation even further and increase the likelihood of generating high-quality leads (HQLs) through content syndication, ABM is key. This marketing approach allows you to get very granular by defining key accounts (businesses) that you want to target.

Selling Simplified owns a significant database of B2B first-party data. When clients provide ABM lists, we’re able to tap into that data pool and push the custom Visionayr experiences directly to the target audience. Often the target ABM list consists of company names, job titles, job functions, etc. We can even target prospects who use certain software, like specific ERPs.

Install-based Marketing (IBM)

IBM allows you to funnel content to an audience that uses a competitor product or a product you know will help you sell yours. This level of granularity can only be achieved if your content syndication partner owns first-party data. Relying on third-party data can lead to addressing the wrong audience, which might be damaging for your brand in the long run.

BOTTOM LINE

Content syndication is a powerful strategy when implemented across multiple channels and targeted to the appropriate audience. Choose an experienced partner with extensive, quality data to ensure your branded content is getting to the right people. Selling Simplified has tested and mastered content syndication over the years. Our Visionayr technology combined with comprehensive first-party data enables clients to revitalize existing content and funnel it through to actionable, engaged leads.