Content Syndication has some of the same characteristics for today’s b2b marketers as network TV commercials did for mass consumer goods companies in the 80s and before. 

This is why: 

  • Creation and execution is largely left to agencies

  • Few other alternatives to the objective – in this case creating a large quantity of “leads” for the top of the funnel – seem available

  • Metrics – in the TV case, viewership ratings, for Content Syndication, volume numbers plus some degree of interest – bear only a limited connection to actual sales results

  • But some of the so-called “leads” do eventually result in sales, just as some of the people who saw the product on TV will have bought it

  • So, if it sort of works, why change it?

Of course, Content Syndication does provide many benefits. It can be targeted to appropriate market segments reflecting an Ideal Customer Profile, you can layer in some level of intent, it exposes potential prospects to your content, and, where it is needed, it gives opt-in permission. 

But there are drawbacks to most Content Syndication campaigns: 

  • The “leads” are seldom exclusive to the client’s business – they will be distributed to your competitors in the market at the same time

  • Syndication and delivery are often outsourced and sub-contracted almost endlessly in order to meet volume commitments

  • Quality can be variable, mostly because of the two issues above. This leads not only to re-dos but squabbling over what qualifies and what doesn’t.

So how do you retain the strengths and eliminate the weaknesses? At Demand Studio we believe we have a better approach. But firstly, agencies and marketing departments must take pains to align roles and responsibilities. 

  • Agency and client must carefully review the target market, your overall strategy and the part you see content syndication plays in your mix

  • Have a carefully defined lead definition and qualification process. It doesn’t matter what you call each stage – so many MQLs, SALs, SQLs and other acronyms flying around – but make sure you know how it aligns with to your buyers’ journey and is understood by everyone

  • Make sure you have the right content alignment

  • And, most important, make sure you can qualify, handle, and track the output from Content Syndication.

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And here is how Demand Studio’s Content Syndication methodology is different: 

  • Firstly, we create programs specifically for each client – target data, digital content, timing, and telemarketing are integrated to deliver the quality and quantity you need

  • That means that output is exclusive to you – no sharing

  • We manage everything in-house – and closely monitor results at every step

  • That means we can be flexible – adapting campaigns as we go in light of real time results

  • We combine digital with telemarketing to confirm and ensure quality which means that highly qualified leads can go straight through the funnel process without missing a beat

  • We specialize in global markets, and know how to adapt campaigns country by country – including language and compliance challenges

  • We work with agencies and clients to maximize funnel velocity – no abandoned or orphaned leads are left stuck somewhere in a disconnected spreadsheet or application.

Reach out to us at enquiries@demand-studio.com