In your daily demand-focused world, content syndication may seem easy to grasp but tough to consistently do well. The fundamentals are straightforward: define your targets, create compelling content for them, and use partners that deliver. However, achieving revenue goals reliably from program to program means executing at a deeper level, requiring you to use advanced targeting analytics; to add data integrity capabilities; and to drive synergies with other marketing programs. At the same time, you can’t let yourself, your team, or your stakeholders get overwhelmed.
These three chapters of our comprehensive guide to content syndication will help you build on your mastery of CS with practical insight and frameworks for data governance, intent-based targeting, and marketing integration.
Chapter 5
Data Governance, Compliance, and Privacy
Data quality is the sleeping menace of a revenue program. We don’t mean the well-known issue of old buyer data. We’re talking about the additional challenges of data accuracy, compliance, auditability, and standardization. These issues aren’t mediately apparent when you aren’t looking for them.
Nowhere do you have a better opportunity to improve data quality and control your data risk than in third-party lead generation. In this chapter, we explain how to be rigorous, careful, and consistent in governing buyer data, starting before you take it in or pay for it. That way you can ensure not just good, compliant practices, but more efficient processes and effective results from your CS effort.
Chapter 6
Data-Driven Demand: Using Intent and Signals to Prioritize Leads and Drive Follow-Up
New data analytics and predictive modeling have advanced demand marketer’s capabilities. Are you using them in your demand-generation program? Defining and delivering leads that fit your ideal customer profile are good places to start, but it will take more than that to fully increase conversions and identify a buyer’s or account’s readiness. Buyer intent data and signals use masses of buyer data to find not just the right environments and demographics but the right moments for you to engage. The latest release from our comprehensive guide to content syndication explains how these tools work, their numerous benefits to your revenue program, and when to incorporate them for the greatest success.
Chapter 7
Integrating Third-Party Content Syndication with Other Marketing Programs
No buyer’s journey is linear from “unaware” to “purchase.” Across the board, your marketing efforts are designed to appear and appeal to buyers wherever they happen to be. Adjusting the depth, frequency, and variety of the message, however, can rapidly become a complex endeavor due to the wide range of touch points marketing programs have with each other. And demand generation seems to need more touch points than most. This is where third-party content syndication has more applicability and capabilities than many demand marketers realize. Content syndication doesn’t just generate leads. By its nature, CS also complements and feeds other marketing programs. In this chapter, we explain why this is so, and we cover the gamut of effective integration across marketing efforts, including advertising, events, field marketing, and social.
