4 ways to upgrade your content syndication strategy

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As content syndication has become a popular growth strategy for many businesses, it’s important to understand how best to use this form of marketing. Here are 4 ways you can upgrade your business’ content syndication strategy in the short term and long-term.

4 ways to upgrade your content syndication strategy


If there’s one thing that 2021 has taught B2B marketers, it’s that today’s B2B buyers prefer a digital-first strategy. Covert research is now a part of their strategy, which they do on their own time and using their chosen digital means. They’re also dealing with a more complicated procurement process, with more touchpoints and bigger buying committees. To make matters worse, recent study conducted by Integrate and Heinz Marketing discovered that conventional team structures, procedures, and technology are ineffective in supporting today’s marketing team objectives.

In summary, we live in a new buyer-driven B2B world, and B2B marketers must adapt. They must switch to a buyer-driven, omnichannel Precision Demand Marketing strategy that is more connected, agile, and precise across the funnel.

Refocusing top-of-the-funnel operations like content syndication to be more buyer-driven and productive is one example. While content syndication is a tried-and-true channel in the B2B marketer’s toolset, it’s also one in which marketers have traditionally spent a lot of time and money in yet have failed to demonstrate its ROI. Content syndication is plagued by low data quality, fragmented and complicated systems, and may be difficult to scale, according to common concerns.

Content syndication, on the other hand, enables marketers to bring the largest portion of their addressable market into their orbit with the exact guardrails of who would be a good match, thanks to a clear strategy and trusted and proven third-party publisher execution.

“We need to make our demand tactics work smarter, not harder,” says Matt Mullins, senior director of global marketing operations and technology at Tenable. This entails assessing our tools and technology and identifying methods to save up time and money.”

To make your content syndication strategy more successful, simplified, and scalable, follow these four steps:

1. Eliminate poor lead data

When it comes to connecting with customers, the largest roadblock for B2B marketers is data. Many marketers continue to struggle with capturing, updating, and maintaining clean data, jeopardizing their relationships with sales and management. The difficulties of running high-volume lead generation campaigns without a system in place to screen and reject bad leads result in manual effort from marketing operations, lead delivery delays, and poor lead quality.

What is the solution? To keep data clean and actionable, institute data and prioritization processes. Focus on balancing early funnel leads with sales by prioritizing sales enablement and buy-in, using systems that reject poor leads to protect and maximize investment, and balancing early funnel leads with sales.

2. Be precise in your targeting

When it comes to targeting consumers with accuracy, good data quality and confidence go hand in hand.

B2B marketers must become even more specific in their targeting in today’s buyer-driven, precision demand marketing environment by narrowing down on their ideal customer profile or persona-based marketing.

What is the solution? Look for solutions that enable you to fine-tune your ICP while ensuring that you only pay for leads that are relevant to your content syndication initiatives. Make the most of buyer and intent signals. To build tailored buyer experiences, learn to know and understand your consumers — and their pain areas.

3. Connect and centralize sources

Many marketers are familiar with the challenges of managing campaigns across many sources, channels, and publications, but few are aware that there is an alternative. Campaign silos must be broken down, and marketers must cease manually managing an expanding number of unconnected channels.

What is the solution? Concentrate on a multichannel perspective of where and when prospects are interacting, and then figure out which sources are most effective. Connect such channels so they may collaborate to provide high-quality consumer experiences that generate income. We must consolidate demand performance, compare outcomes, and optimize cost to have genuine insight into performance.

4. Plan and execute omnichannel experiences

Finally, B2B marketers must choreograph the buyer’s journey by mentoring prospects and establishing meaningful relationships with them in order to create high-quality leads that convert.

What is the solution? To enhance consumer confidence and speed purchase decisions, go beyond ABM and engage and nurture across channels. Target accounts that fit the ICP using intent data and signals, then capitalize on those accounts in the market. At the demand unit or purchasing committee level, this account activity drives the deeper persona work.

Then, by developing individualized and imaginative methods to create trust with the specific buyer or executive sponsor, concentrate on reaching out to them. Create one-of-a-kind chatbot experiences, direct mail campaigns, or other digital strategies. As live events make a comeback, use this strategy.

The food that was delivered

For marketers, content syndication is still an essential medium. Although it may have lost its shine in recent years owing to faulty data, unactionable leads, and scalability concerns, Precision Demand Marketing offers advertisers the chance to update and optimize a channel that genuinely works today. B2B marketers can SagaReach Marketing by using a buyer-driven, multichannel strategy to content syndication, as well as the correct tools that prioritize data control.

Check out this on-demand webinar, “4 Ways to Boost Confidence in Your Content Strategy,” featuring Stephanie Swinyer, head of revenue marketing at Integrate, and Matthew Mullins, senior director of global marketing operations and technology at Tenable, to learn more about improving your content syndication strategy in today’s new B2B world.

Author Biography



Precision Demand Marketing, a new sector that helps B2B marketers build and deploy an omnichannel demand strategy, transform customer and prospect data records to revenue, and boost marketing ROI, is led by Integrate. Integrate powers Precision Demand Marketing strategies for high-growth and enterprise companies like Salesforce, Microsoft, Akamai, and Pluralsight. Integrate has progressed from tackling complicated issues across each demand generation channel to enabling account-based, buyer-driven omnichannel experiences over the last decade. Integrate’s Demand Acceleration Platform now assists marketers in orchestrating linked purchasing experiences that create qualified interactions at scale, simplify ABM administration, and increase revenue generation.

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