Content syndication is the new era of B2B precision demand marketing, especially because today’s B2B buyers are leveraging a digital-first approach. Their tactics involve a combination of covert research and the incorporation of their preferred digital channels. To know how best you can leverage them in your marketing, do contact our agency which is the top digital marketing agency in San Jose, San Francisco
B2B buyers are also experiencing a more complex buying journey, increasing touchpoints and larger buying committees. To add to this further, the recent research by Integrate and Heinz Marketing has examined that current team structures, processes and technology do not effectively support today’s marketing team goals. So, what does, is the question here.
It’s a new buyer-driven B2B world out there, and it is demanding the B2B marketers to evolve. They are required to adopt a buyer-driven, omnichannel Precision Demand Marketing approach that is more connected, agile and precise across the entire funnel.
This includes refocusing top-of-the-funnel efforts like content syndication which needs to be more buyer-driven and effective.
Content syndication is a tried-and-true channel in the B2B marketer’s toolkit. Marketers have historically invested a lot of time and money in it but have often struggled in proving its ROI. Common complaints associated with content syndication are that it is riddled with poor data quality, is disparate and complex, and can be difficult to scale.
But by having a strong strategy and trusted and proven third-party publisher execution, content syndication allows marketers to pull the greatest amount of their addressable market into their orbit.
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Mentioned below are four steps that make your content syndication strategies more effective, streamlined and scalable:
1. Block bad lead data
Data is the biggest barrier that B2B Marketers have to face when they are trying to connect with their buyers. Many marketers are still struggling to capture, update and maintain clean data and have to put their relationships with sales and leadership at risk. The challenges of executing high-volume lead gen campaigns while not having a system to process and reject bad leads tend to result in manual work from marketing ops, delays in lead delivery to sales and leads to poor lead quality.
The solution is to use Institute data and prioritization efforts to keep data clean and actionable. Prioritizing sales enablement and buy-in, leveraging tools that reject bad leads to protect and optimize spending, and focusing on balancing early funnel leads with sales, also helps.
2. Target with precision
Good data quality and confidence are essential when targeting buyers with precision.
B2B marketers need to be more precise in their targeting by honing in on their ideal customer profile or persona-based marketing.
The solution is to look for tools that allow you to precisely target your ICP. This will ensure you only pay for the leads that make sense for your content syndication campaigns. Using buyer and intent signals to your advantage also works well. You should also get to know and understand your customers and their pain points so that you can create targeted buyer experiences.
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3. Centralize and connect sources
B2B marketers should break down campaign silos and stop manually managing an increasing number of disconnected channels.
The solution is to focus on a multichannel view of exactly where and when prospects are engaging. It is then essential to determine which sources work best. Next, you have to connect those channels to work together to deliver high-quality customer experiences that drive revenue. In order to gain true visibility into performance, you must centralize demand performance, compare results, and optimize spending.
4. Orchestrate omnichannel experiences
Finally, B2B marketers should orchestrate the buyer’s journey by guiding prospects and building meaningful connections with them. This helps to generate high-quality leads that will convert.
In order to achieve this, you must go beyond ABM to activate and nurture across channels to boost buyer confidence and accelerate purchasing decisions. You must leverage intent data and signals that target accounts to meet the ICP. Next, you must capitalize on those accounts in the market.
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After this, you must focus on reaching the individual buyer or executive sponsor by identifying personalized and creative ways for trust-building. You must craft unique chatbot experiences, direct mail, or other digital approaches and apply this to live events as they make a return.
Content syndication is an important channel for marketers. There is a requirement for a buyer-driven, omnichannel approach to content syndication. Along with this, the right technologies that put data governance at the core are only what will let the B2B marketers thrive.
To learn about improving your content syndication strategy in today’s new B2B world, do approach our content strategy agency in San Francisco.