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minute read
January 28, 2016

How to Acquire More Customers With Content Syndication

Written by
Noel Hooban

The 2016 top 3 content formats that B2B buyers seek out to research a purchase decision include Events (70%), Whitepapers (66%), and Webinars (65%).

These statistics are from the 2016 Benchmark Report from Demand Gen*.

The previous report from 2015 cited Webinars as the primary source, sitting top with 73%, Events at 64%, and Whitepapers at 59%.

Content syndication is usually spoken about as the redistribution of your content by third parties.

But it can be so much more than that if implemented correctly – particularly in the B2B world.

Just as quality press releases, whitepapers, webinars, case studies and research articles appeal directly to your audience, content syndication helps you expand your reach beyond your immediate audience.

And, if engaged correctly, can add new leads to your sales funnel.

Here are several important reasons why content syndication helps you build sales leads and gain clients.

Let Others Do the Leg Work

By syndicating content with a specialist, you optimise the returns on your content marketing efforts.

You get companies or publishers to do the leg work for you in expanding your reach.

Without syndication, hosting your latest industry white paper on your site or landing page (albeit through gated access to capture possible prospects details), your whitepaper reaches only your immediate audience and people they may refer to it.

Similarly, trying to capture the right audience for a webinar can be time-consuming and labour intensive.

Marketo wrote that when you syndicate you could reach hundreds or thousands of additional people, which enhances your access to sales leads.

Additionally, good content syndication can offer enormous efforts around your branding.

For example, when clients use our content syndication services, we speak to a very specific [client-chosen] targeted audience that we know will have an interest in our customers offering – be that a whitepaper, webinar, research paper.

This means that even though not every single chosen targeted person may sign up immediately, they are learning about our client’s products and services and the potential for doing business in the future.

Having a reputable company that not only understands the audience you want to reach, but has up to date contact information on them, and knows the best methods to gauge their interest in your whitepaper is crucial.

It’s also important to note that once you have captured these golden nuggets of bright, shiny new prospects who are looking to avail of your fantastic product/service/[insert your appropriate term here], you then have the job of validating the information.

More importantly, you must find out if there is a genuine requirement for what you are selling. (Something, I might add, the team at Internal Results does exceptionally well!)

Otherwise, your efforts could be pulling in the wrong type of lead, resulting in your sales teams wasting their time by following up with the wrong person at the wrong time.

Enhanced Content Opportunities

The extended reach of content syndication could bring in new geographic territories, professionals or industries.

Having new readership for your papers or articles allows you to develop new themes for your work, as is having a new audience for your upcoming webinar.

You could address topics of interest to geographic areas or potential prospects that would have been senseless without the broader reach.

Digital Marketing Benefits

The line between marketing and selling has converged in the age of digital marketing.

In fact, many reps engage in social selling and digital communication activities directly.

Content syndication produces some integral benefits in the area of digital marketing.

Content sharing supports the credibility of your work and generates backlinks, which aid in search engine performance, according to Business2Community.

Higher search placements lead to even more traffic.

You also gain more direct followers on social media as people beyond your initial audience gain exposure to your articles and solutions.

These connections enable more direct communication and sales calls.

The buzzword at the moment is social selling. And in gaining a larger engaged community, gives even greater opportunity for marketing people to drive more opportunities to your pipeline.

However, I don’t agree with the term “Social Selling” as a mindset. I believe it should be about Social Engagement or Social Nurturing – but that’s for another day.


Content syndication is an active component of a broader content marketing strategy

Google Concerns

To allay concerns some may have about being penalised by Google for duplicate content on your site and a third party site.

Google themselves have said:

“Duplicate content on a site is not grounds for action on that site unless it appears that the intent of the duplicate content is to be deceptive and manipulate search engine results.”

So there is no need to worry about that aspect, particularly if you are new to this area.

Wrap Up

The benefits of content syndication as part of your sales strategy are clear.

When you create high-quality white papers, articles or webinars, getting them in front of a broader, interested audience amplifies their value.

It gets you in the front door of a potential new prospect.

Content Syndication will help you:

  • Showcase Your Authority,
  • Extend Your Credibility,
  • Improve Your Branding,
  • Improve Digital Marketing Performance and
  • Grow Your Sales Leads.

And if you take our blended approach of content syndication paired with our appointment setting service, your sales teams can focus on closing deals not finding them.

Contact us via the form below to learn about how content syndication can increase your lead generation and create further brand awareness for your business.

* 2016 Demand Generation Benchmark Report – “What’s Working in Demand Generation”

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