Republishing your best-performing content on multiple platforms and channels is an effective way to broaden your audience reach, enhance brand exposure, and generate high-quality leads. This strategy, known as content syndication, allows you to leverage your existing content to reach your target audience and achieve your marketing objectives. In this blog post, we will guide you through the process of building a successful content syndication strategy in five simple steps.
Step 1: Set Clear Goals:
To kickstart your content syndication strategy, establish specific goals that align with your wider content and marketing objectives. Consider goals such as increasing audience reach, generating new leads, developing brand awareness and credibility, and boosting website traffic. Using the SMART framework (specificity, measurability, achievability, relevance, and time) can help you define attainable objectives and simplify the measurement process.
Step 2: Define Your Target Audience:
Defining your target audience is crucial as it informs every aspect of your content syndication strategy. Start by creating an ideal customer profile (ICP) that casts a wide net, including not only the decision-makers but also those who influence the purchasing decisions. Collaborate with your sales team to gain insights into your most successful customers, their challenges, objections, and preferred content types. This alignment between sales and marketing ensures a shared target audience and streamlines the lead scoring process.
Step 3: Select and Tailor Your Content:
Content syndication aims to maximize the return on investment of your existing content. Review your current content library and identify pieces that align with your ICP and marketing goals. Prioritize top-of-funnel formats, such as blogs, podcasts, infographics, eBooks, and videos, for content syndication. Ensure your content adds value, is relevant to the customer’s stage in the funnel, and mirrors audience preferences to capture their attention effectively.
Step 4: Choose a Syndication Method or Partner:
Decide on the best method to syndicate your content based on your goals and budget. You can opt for self-syndication by sharing content on platforms like Reddit, Quora, Medium, Pinterest, YouTube, LinkedIn, Facebook, and Twitter. Alternatively, partnering with a content syndication provider can offer better results and save you time and effort. Paid syndication partners work on a cost-per-lead (CPL) basis and often provide additional services like distribution to relevant sites and access to their databases.
Step 5: Implement a Follow-Up Program and Measure Results:
Once you generate leads through content syndication, develop a dedicated nurture program, such as an email campaign, to guide leads further down the funnel. Emphasize team collaboration between sales and marketing and incorporate a lead scoring model to determine the right time for sales follow-up. Measure key metrics such as CPL, ROI/ROAS, lead volume, lead quality, and website traffic to evaluate the success of your content syndication strategy and make necessary adjustments for optimal performance. Content syndication is a powerful strategy that enables you to extend your reach, enhance brand exposure, and generate valuable leads.
By following these five steps – setting clear goals, defining your target audience, selecting and tailoring your content, choosing a syndication method or partner, and implementing a follow-up program – you can create an effective content syndication strategy that delivers tangible results. Start implementing your content syndication strategy today to unlock the full potential of your content and drive business growth.
