Now that you know all about the benefits of content syndication, you must be eager to integrate it into your ABM strategy. The good news is I’ve already compiled a guide to help you get started with ABM content syndication.
Here are the steps you should follow to build an ABM content syndication strategy for lead generation:
1. Dig Deeper Into Your Target Segments
If you’ve deployed account-based marketing campaigns, you must have already identified your target segments. You’ve got a fair idea of demographic parameters, including their age, location, professional background, current role, and responsibilities, etc.
Content syndication requires you to take it a step further and develop a firm understanding of your prospects. Delve deeper into their goals, aspirations, needs, and pain points. Identify the struggles they’re facing in their current role, as well as the tools/resources they wish they had access to.
Also, find out where each target segment is located on the buyer’s journey. Identify their pain struggles and preferences at each stage of the sales funnel too. Find the communication channels and devices they prefer to use.
2. Build a Personalized Content Strategy
The next step is to create a repository of content that’ll strike a chord with key stakeholders in your target accounts. If you’re performed extensive market research, you already have a deep understanding of what problems they’re facing.
Publish high-quality original content that addresses their needs and offers solutions to their problems. Outline a content strategy and calendar to create a repository of top-performing blog posts, e-books, ultimate guides, tutorials, etc. I find it useful to repurpose written content into more eye-catching formats, such as infographics, animations, videos, podcasts, etc.
You could even host a webinar and summarize its key insights in a blog post. Or create an infographic to highlight the main takeaways from a whitepaper. Repurposing existing content in different formats is a cost-effective way of expanding your reach.
Make sure your content caters to prospects in different stages of the buyer’s journey. Identify topics and formats that’ll appeal to buyers at each stage. For instance, top-of-funnel prospects are interested in content that highlights and resolves their problems. Grab their attention using eye-catching infographics, explainer videos, and blog posts.
On the other hand, bottom-of-funnel leads want to know why your product is the right solution to their problems. I prefer to use case studies to highlight product benefits and convert qualified leads into customers.
3. Choose Your Syndication Partners
This step decides the future of your ABM content syndication strategy. While social media and blogging platforms are effective content syndication channels, I recommend that you widen your search.
If you want to harness the full potential of content syndication, identify high-authority websites that your prospects will likely visit. Read their reviews to find out whether their existing clients have succeeded in lead generation, and to what extent.
Also, look for syndication partners that’ll provide you with access to intent data. Intent data, stored in the form of cookies, helps you gain valuable insights into a prospect’s current needs. It even helps you identify leads who are actively looking for your brand/product.
Make sure your syndication partner offers APIs to support integration with your marketing automation and lead management platforms. Apart from third-party websites and content publishers, I recommend that you leverage syndication networks to further amplify your reach.
4. Keep it SEO-Friendly
Content duplication is one of the biggest concerns related to ABM content syndication. If you’re worried about whether publishing duplicate content on other websites will affect your SEO strategy, I’ve got good news for you.
There’s a simple way to ensure that the republished content doesn’t steal traffic away from your blog/website. You just have to check whether your syndication partner uses a “rel=canonical” tag for the repurposed content. The tag helps create a canonical link and points search engine spiders to the original source of the content.
I prefer to take things up a notch by editing parts of the content to eliminate chances of duplication.
5. Outline a Lead Nurturing Strategy
Generating high-quality leads through ABM content syndication isn’t enough. If you want to maximize the ROI of your campaign, develop a framework for nurturing those leads. Have your sales reps follow up with prospects to better assess their requirements. Or use an automated email series to handhold them through the sales funnel.
6. Measure & Optimize
As with any marketing campaign, monitoring the performance of your ABM content syndication strategy is crucial. Assess the quantity and quality of leads you generate through your syndication partners. Also, identify the percentage of leads that convert into customers. Use these insights to inform your decision-making and further improve your strategy.