For those of you not familiar, Content Syndication is a channel in which you negotiate a CPL with vendors that then help broadcast your content across email, display and web to their own databases. Those vendors agree to a minimum number of “leads” they will deliver in a given time. You can add filters (only send me folks of company X, size Y and job title Z, etc) and that impacts your CPL. Anyway, it’s a good channel to test and it delivers a guaranteed set of leads. Win win, right?
Well, not necessarily. I learned that unless you have a tailored scoring, nurture and sales follow-up strategy in place you will not maximise the business impact of Content Syndication. My experience with testing Content Syndication programs is that though leads are quality in terms of data, the buyer intent of prospects coming through Content Syndication is typically very early in the buyer’s journey. So, if you run Content Syndication leads through existing nurtures you may not see immediate conversion success because the conversation with these prospects needs to be different. And if you measure channel ROI against, say, branded keyword paid search you’ll find that Content Syndication looks like a bad investment.
However, in reality it’s a channel that is good for expanding your database and amplifying your message into networks you may not be able to reach through your current digital channels.
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