In a B2B context, acquiring high-quality leads in the present day has become increasingly challenging. Businesses need to employ advanced strategies that guarantee engagement at every level of the buyer’s journey. One such method that has proven to be very effective but also underutilized is B2B Content Syndication. It not only widens scope but also boosts engagement throughout the sales funnel. With demand generation, the impact is even greater in relation to awareness, consideration, and conversion.

Content Syndication Across the Funnel

Content syndication enhances the outreach of whitepapers, case studies, and eBooks by distributing them through gated and ungated content on third party platforms. While content marketing relies on a pull strategy, syndication utilizes push strategies to target niche audiences including unsought decision maker candidates.

Syndication should be tailored to align with several levels of keen buyers for full funnel coverage:

Top of Funnel (TOFU): The brand is introduced to potential consumers through the distribution of industry thought and leadership articles.
Middle of Funnel (MOFU): Prospects are attending solution webinars and are then walked through relevant case studies to help them continue through the funnel.
Bottom of Funnel (BOFU): Customers are converted through providing free trials followed by demo sessions.

Key Strategies for Effective Syndication

1. Align with ABM Lead Generation

Targeting high yielding customer accounts for marketing purposes is termed account-based marketing (ABM). Content syndication augments ABM efforts by sending personalized messages, therefore enhanced focus is placed on key decision-makers. These can be accessed through industry publishers and LinkedIn.

Unqualified leads tend to be a common problem faced by many B2B marketers. The application of call-back consent, where a prospect must agree to a follow-up, makes it easier for a sales team to deal only with buyers that have a proven interest, thus enhancing the conversion rate.

3. Measure Performance at Each Stage

Evaluating click-through rate (CTR), lead to customer ratio, and engagement depth are some of the metrics to be tracked. If TOFU content is not driving traffic, look at retargeting. If BOFU content is failing to convert, do better on the landing pages or calls to action.

Pitfalls to Avoid

Irrelevant Targeting: These types of publishers focus on a specific market and as such lack coverage so leads are of poor quality. Don't advertise using general publishers, target niche publishers or areas instead.
Lack of Personalization: Attempts to engage an audience with standardized messaging is a guaranteed way to fail. Create designs for various stages of the funnel.
Ignoring Lead Nurturing: Primary syndication steps must be followed by email and retargeting workflows for ongoing interaction.

Conclusion

The use of b2b content syndication in conjunction with a full-funnel demand strategy provides a steady and consistent flow of leads while grossing the highest return on investment possible. In executing the parts of the strategy where content is being syndicated with lead generation, consent is used, performance is optimized, a frictionless buyer journey is constructed from awareness onward through to conversion. When planned properly, syndication is a critical element in modern B2B demand generation.

Read Other Information:

How to Boost B2B Marketing Efforts with Strategic Content Syndication

How B2B Content Syndication Drives Quality Leads and Increases Pipeline

How to Build a High-Performing B2B Lead Generation Funnel

How the Demand Gen Funnel Differs from the Traditional Sales Funnel

How Intent Data Banks Are Revolutionizing B2B Marketing

The Role of AI and Machine Learning in ABM Intent Data Analysis