Content Syndication: Learn to Generate High-Intent MQLs

Are you also looking to elevate your MQLs but don’t know where to start? 

Don’t worry this article covers the approach to finding the right and accurate MQLs so don’t get interrupted by any obstruction while reading this. 

Your answer to generating high-quality MQLs is through Content Syndication. Yes, you heard that right! 

Content distribution to date tops the priority list in the B2B market. According to recent statistics, a significant number of marketers prioritized enhancing their content distribution channels in 2023, with a particular emphasis on content syndication.

Content syndication is an effective strategy for increasing the visibility of your top-performing content and generating high-quality leads. Content syndication is the way to go if you’re eager to achieve these goals.

The concept is straightforward: repurpose your high-quality content, distribute it through external channels, and observe the expansion of your sales funnel.

Merely having a high content volume is insufficient to bolster a robust sales pipeline. It is imperative that your content is tailored to captivate the appropriate in-market buyers for your B2B enterprise. Maintaining a healthy balance of visibility and relevance is crucial for your content syndication campaigns. This will enable you to effectively target marketing qualified leads who are more likely to make a purchase.

So before we dig into details for producing intent MQLs, let’s have a look at what content syndication means.

What Is Content Syndication?

Content Syndication is the practice of publishing the same content, such as an article, news, or infographic, on multiple content publishing websites. Syndicating content is a popular practice among publications, regardless of their size, as it enables them to provide their readers with up-to-date and engaging information. In addition to its benefits for the audience, this practice also serves as a boon for the original authors as it helps them to increase the visibility of their brand among a fresh set of viewers. This situation benefits all parties involved.

It is crucial to understand that content syndication and guest blogging are not synonymous concepts, despite their apparent similarities. A guest post refers to fresh and unique content that is crafted exclusively for a particular publication. Syndicated content refers to the practice of republishing the same content on multiple platforms with the owner’s permission.

It is possible for readers to distinguish between a syndicated article and a guest post by looking for a reference to the original source on the page. 

For instance, the below given creative indicates that the article was syndicated rather than being a guest post. Syndicated pieces are usually identified by the original source mentioned (always) like this:

Content syndicaton
Source: MarTech Pub

When it comes to organic content distribution, it can often feel like it’s a one-way communication channel, you’re unsure whether your message is reaching your audience or not, just like a radio. However, it should be noted that utilizing this approach for lead generation comes with inherent risks.

Content syndication is the process of distributing and publishing content on various third-party websites. This technique is commonly used by content creators and marketers to increase their reach and visibility. By syndicating their content, they can attract a wider audience and drive more traffic to their website. Content syndication can be done through various channels, such as social media, email newsletters, and RSS feeds. It is an effective way to promote content and establish thought leadership in a particular industry or niche. 

Content syndication is a crucial marketing tactic that B2B teams frequently employ to expand their reach to the most pertinent and prepared-to-purchase audiences across the internet. The process involves republishing high-performing assets on various third-party platforms with the aim of converting potential customers into leads of superior quality.

Content syndication is a strategic approach to attract the attention of your ideal customers, rather than relying on a chance for them to find and engage with your content. By utilizing this method, you can ensure that your target audience not only discovers your content but also engages with it. The occurrence of such an event presents a lucrative avenue for B2B marketing teams to generate valuable leads.

Whether you opt to devise your own content syndication strategy or collaborate with a content syndication partner, the ultimate objective remains unchanged: to foster interaction among your intended audiences and identify suitable leads that align with your ideal customer profile (ICP).

If you’re looking to generate high-quality leads for your business through content syndication, you may be wondering about the best approach to take. Below discussed are some approaches that can help you with a successful content syndication process.

Approach To a Successful Content Syndication Process

1) Enhance the Precision of Your Audience Targeting through Intent Data

Intent data is a type of sales intelligence. In the realm of B2B sales, purchase intent signals are indicative of a prospect’s behavioral patterns that suggest their inclination towards making a purchase in the foreseeable future. The signals provided can assist in gauging the level of interest exhibited by a potential customer toward your offerings.

‘Intent signal’ refers to the data or information that is gathered from a user’s online behavior, which can provide insights into their intentions or interests. By consistently monitoring intent signals such as these, you can enhance your ability to accurately gauge the degree of purchase intent exhibited by your desired audience. In addition, you will have the ability to identify content subjects that strongly connect with engaged readers. By integrating these two perspectives, you can effectively present your content to the appropriate audience at the optimal moment, which is a crucial element in achieving a thriving content syndication strategy.

In order to achieve this objective, it is recommended to explore content syndication platforms that are focused on intent-driven strategies, which can effectively target potential contacts with a higher likelihood of conversion. It is important to integrate this data with your own first-party information obtained from marketing tools, CRM platforms, and analytics software. Having access to a greater amount of intent data can significantly enhance the precision of your targeting efforts.

2) Integration of Content Syndication And Account-Based Marketing 

When it comes to marketing strategies, content syndication, and account-based marketing are a powerful combination. In addition, your target accounts can serve as an ideal audience for your content syndication endeavors. As you have already recognized, these accounts hold the utmost importance for your business.

The distribution of syndicated content to your target accounts in account-based marketing (ABM) can expedite the nurturing process. The outcome? Experience faster and more efficient generation of high-value, high-intent B2B customers.

3) Understand Your Buyer’s Journey

Ensuring that your content aligns with the buyer’s journey is crucial for effective marketing. By tailoring your content to the different stages of the buyer’s journey, you can provide valuable information that meets their needs and helps move them toward making a purchase. It’s essential to understand the different stages of the buyer’s journey, including awareness, consideration, and decision, and create content that speaks to each stage. In order to effectively guide potential customers through the marketing funnel, it is crucial that syndicated content is tailored to their specific interests, content preferences, and information requirements.

Various forms of content are suitable for different phases of the customer journey. Prospective customers who are currently evaluating their options may find it helpful to review case studies, success stories from satisfied customers, industry reports, and branded video content in order to make an informed decision about their purchase. For leads who are in the decision stage, product demos, free consultation offers, and coupon codes may be more effective. These options allow them to experience the product or service before making a purchase, which can be beneficial in their decision-making process.

By utilizing intent data, marketers can effectively determine the most suitable content syndication pieces, channels, and strategies to generate high-value MQLs and conversions in the future. Behavioral signals play a crucial role in this process, as they provide valuable insights that inform the decision-making process.

4) Syndicate Content That Outshines Your Competitors

Content is king
Content is the King so always make sure to maintain its originality

When strategizing your content syndication campaigns, it’s important not to overlook potential buyers who are currently being served by your competitors. Rather than attempting to replace them, consider displacing them.

One effective strategy to boost sales is to identify potential customers who are actively seeking to replace products or services from a competing brand or company. By targeting these prospects, businesses can increase their chances of converting them into loyal customers. One effective method for tracking customer feedback is to regularly monitor reviews posted on popular platforms such as TrustRadius or G2. Leverage your customers’ negative experiences to your benefit by crafting syndicated content that directly addresses their pain points and showcases your ability to provide solutions.

Wrapping Up!

Content syndication can be a highly effective strategy for enhancing your ROI of content. By distributing your most valuable assets to your ideal prospects, you can increase the visibility and reach of your content. By leveraging this approach, you can eliminate the uncertainty surrounding the content distribution and enhance your chances of not only generating a greater number of leads but also generating leads of higher quality.

But always remember that even if you’re in command, it’s the customer who’s in charge as the decision lies in your court whether or not to visit the content on your website.

After discovering one of the best approaches to generating high-intent MQLs are you interested in witnessing the practical implementation of content syndication? 

Discover how Intent Amplify leverages content syndication campaigns through Intent Tech Publication and assists our clients double their lead volume and enhancing their conversion rates.

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