Content syndication is a powerful strategy for expanding the reach of your top-performing content and driving lead generation. However, to maximize the success of your content syndication campaigns, it’s crucial to track and optimize their performance. Here are seven pitfalls to avoid and essential metrics to consider when tracking your content syndication efforts:
1. Neglecting engagement metrics: Don’t solely focus on lead generation numbers. Pay attention to engagement metrics, such as asset downloads, form fills, webinar registrations, video view completion rates, social media shares, email forwards, and amplification rates. These metrics indicate how well your content resonates with your target audience and their purchase intent.
2. Ignoring lead volume, quality, and engagement: While lead generation is the primary objective of content syndication, it’s essential to assess lead quality and engagement. Measure lead volume, lead quality (MQLs and SQLs), conversion rate, and sales cycle
length. By analyzing these metrics, you can identify content pieces that drive high-quality leads and adjust your future syndication campaigns accordingly.
3. Overlooking content reach metrics: Casting a wide net with your content syndication efforts is crucial for lead generation. Track metrics such as total impressions, web traffic, newsletter subscribers, podcast listeners, social network followers, and publication readership. These metrics help identify optimal syndication channels and audience segments that support your goals.
4. Neglecting user behavior metrics: Engagement is critical, but it’s equally important to track user behavior metrics. Analyze bounce rates, page views, average time on page, pages per session, and scroll depth. These metrics provide insights into the
effectiveness of your landing pages, content relevance, and overall user experience. Make adjustments to optimize user engagement and encourage action.
5. Failing to measure financial metrics: Ultimately, content syndication performance is tied to financial outcomes. Focus on two key financial metrics: cost-per-lead (CPL) and content syndication ROI. Calculate CPL if you work with a paid content syndication
vendor, and measure ROI by comparing metrics like generated leads, CPL, conversions, and overall campaign costs. This information helps determine the impact and value of your syndicated content.
6. Not aligning metrics with campaign goals: Choose metrics that align with your campaign goals and the content you distribute. If your goal is to expand brand awareness, focus on metrics like impressions and click-through rates across channels like YouTube and LinkedIn. Ensure the metrics you track contribute to achieving your specific goals.
7. Failing to iterate and optimize: Use the insights gained from tracking performance metrics to refine your content strategy and improve future syndication efforts. Continuously monitor and adjust your approach based on what’s working and what’s not.
Scaling successful tactics and minimizing ineffective ones will help you achieve better results and higher ROI.
Remember, measuring and analyzing your content syndication performance is key to optimizing your campaigns and maximizing their value. By avoiding these pitfalls and leveraging the right metrics, you can continuously improve your content syndication efforts, drive engagement, and generate high-quality leads for your business.
