The Definitive Guide to Lead Generation

CHAPTER NINE: PAID PROGRAMS
CONTENT SYNDICATION
System Integrations
Use an API to sync your content
syndication program leads with your
marketing automation solution—that
way, you won’t have to wait for an
Excel file from the vendor.
Following up fast, and with a high-value
offer, is critical to success with content
syndication campaigns, since many of
the leads won’t know who your
company is. If you don’t follow up fast,
they won’t connect your email to the
content they downloaded a week ago.
As with any email correspondence,
feature a very clear CTA and an image
at the top. If your content is synced
with your marketing automation, you
can quickly send a relevant follow-up.
Quick Content Syndication Tips
Heed these words of caution when
choosing a content syndication vendor:
• Be vigilant. Some site owners
mistake permission to republish
content as permission to
repurpose. Be cautious of who you
share your content with, and only
work with reputable, established
companies. Find out which other
websites your content will be
placed on.
• Get credit. Confirm that your
company is getting credit for its
work. Ensure that your logo will be
kept intact and your company will
be named.
• Keep prospects fresh. Find out how
often the vendor adds fresh
prospects to its database so your
content isn’t circulating with the same
audience. Occasional breaks from a
syndicator between contract
renewals can help your numbers.
• Use mid-stage content. By using
mid-stage content in your paid
content syndication programs, you
are selecting leads that are further
along in the buying cycle.
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