Are you on the lookout for cost-effective ways to generate qualified B2B leads? Then chances are you’ve already built and implemented a content marketing strategy. You’ve also likely built a repository of top-notch content to target prospects in various stages of the buyer’s journey.

Executing a B2B lead generation strategy isn’t as simple as collecting contact information using lead magnets. You must leverage account-based marketing (ABM) to target specific market segments that are actively looking for your products.

While ABM involves various lead generation techniques, content syndication is one of the most powerful. It’s a great way to grow your audience and amplify brand awareness. Also, it helps you break into new market segments. When correctly implemented, it even helps generate leads that are already interested in your brand/products.

If you’re new to the world of ABM content syndication, you might be wondering whether it’s worth a shot. Also, you’re likely unsure about the right way to get started.

That’s why I’ve curated a handy guide to walk you through the process of generating leads using ABM content syndication. But first, let’s delve deeper into content syndication and understand why it’s integral to account-based marketing.

Content Syndication: A Closer Look

Content syndication is the technique of distributing content that’s already been published on your company-owned digital assets. In other words, it refers to republishing original content from your blog/website to third-party websites.

You can use content syndication to distribute a wide array of content assets, such as:

  • Blog posts
  • Whitepapers
  • Case studies
  • Webinars
  • Podcasts
  • Videos
  • Infographics

Instead of republishing the entire content, select traction-worthy excerpts from it to attract leads. Typically, the republished content is gated with a contact form for lead generation purposes. Also, it includes a link to the original content on your website.


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