Content Syndication.
It’s a journey.

Don’t go it alone.

Content syndication doesn’t succeed on great content alone. Nor does it succeed simply by getting great content in front of the right buyers. To be a content syndication master requires designing, streamlining, and authoritatively guiding multiple facets of each phase.

At Integrate, we tapped our own experts and consulted with B2B marketers to produce a comprehensive and practical guide to content syndication. We’ve broken the content into easy-to-digest phases that are loaded with strategies, lists, frameworks, and tools across the full content syndication spectrum. As a result, you will gain control and drive greater results from your content syndication efforts and investment.

PHASE 1

Setting up your content syndication program for success

A robust demand program has multiple elements, each of which interacts with the other. Setting up content syndication for success means knowing its role, what the right content is, what your leads should look like, and how to pick the right partners. The stakes are high, because we’re talking about the revenue lifeblood of the business. This phase will help make you a “maestro” of content syndication, adept at the design and integration of content syndication programs to amplify all of demand generation.

Introduction

The Many Faces of Content Syndication

Chapter 1

The Role of Third-Party Demand Generation & Content Syndication

Chapter 2

Targeting: Identifying the Right Audience

Chapter 3

Provocative, Compelling, Relevant, Contextual Content

Chapter 4

Selecting the Right Provider and Sources

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PHASE 2

Developing a data-driven infrastructure and integrated approach for your demand efforts

In your daily demand-focused world, content syndication may seem both easy to grasp but also challenging to consistently excel at. The fundamentals are straightforward: define your targets, create compelling content for them, and use partners that deliver. Done. However, achieving revenue goals reliably from program to program means executing at a deeper level: using advanced targeting analytics; adding data integrity capabilities; and driving synergies with other marketing programs. At the same time, you can’t let yourself, your team, or your stakeholders get overwhelmed.

Chapter 5

Data Governance, Compliance, and Privacy

Chapter 6

Data-Driven Demand: Using Intent and Signals to Prioritize Leads and Drive Follow-Up

Chapter 7

Integrating Third-Party Content Syndication with Other Marketing Programs

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PHASE 3

Mastering follow-up and measurement for your content syndication programs

Are the leads from your content syndication producing the pipeline you expected? Certainly, if you’ve defined your target buyer well, used compelling content, have good content syndication partners, and are validating the leads at intake, you are well on your way. But many experienced demand marketers have seen seemingly high-quality leads mysteriously lag in eventual pipeline and sales. And that’s when the finger-pointing begins.

To be a highly successful demand marketer, you must include mastery in lead follow-up and lead metrics to your content syndication capabilities. Shaping these two processes is the only way to ensure achievement of your goals. And each has surprising nuances that are key to the ultimate effectiveness of your demand generation.