Syndication, content

By putting some paid and outbound tactics to work in parallel with your inbound efforts, you can drive leads further down your funnel at a faster rate. This part discusses the importance of paid programs like pay-per-click ads, content syndication, direct mail, event marketing, and inside sales. 

Search engine optimization (SEO) Email marketing Pay-per-click advertising (PPC) u> Content syndication Direct mail Event marketing Inside sales... 

These examples alone constitute at least 15 additional pieces of lead generation fodder for you to use in email, social, paid progreims, content syndication, and so much more. Basically, from that one effort, you can create so many valuable pieces, and that is why 1 love the tactic of creating the big rock content piece first. It can be easier and more streamlined than focusing your efforts on five different ebooks when you cire first steirting out. 

The trick with content syndication is determining what sort of content is relevant on what channel. 

Here are some basic questions to ask yourself when you re creating your content syndication plan. The answers to your questions can help determine which assets to offer and how you will measure your ROI ... 

Chapter 12 Casting a Wide Net with Content Syndication 225... 

So here is the rub with content syndication — it can be effective for SEO or it can have negative SEO implications, depending on a vairiety of factors. 

Eek Not good. These drawbacks pose a problem, particularly for smaller companies that do not yet have a huge web presence. But there are some handy tips that can keep content syndication positive instead of negative ... 

Or you can put your content directly on an e gregator content syndication site such eis TechTarget, which provides visitors industry-based resources. Figure 12-2 shows an excimple of a TechTcirget property ComputerWeekly, which provides IT pros with the latest tech news. 

After you decide on a list of vendors that are suitable for your business and content syndication goals, tcike time to think about what type of content you want to use on these sites. 

For example, Marketo typically uses mid-stage content offers when implementing a paid content syndication program. By mid-stc e, 1 mean content that indicates buying intent. For Marketo, these assets are buying guides, ROl calculators, cost calculators, and some other premium (gated) content. 

Because we pay per click or lead, we want to make sure the people who are filling out our forms on syndication sites are good leads — true hand-raisers. Figure 12-3 shows an example of what we use on some of our content syndication networks and the registration form that accompcmies our content offers. 

However, note that the goals for content syndication are very lead-focused — that is, Marketo wants new leads in their database. They aren t quite eis concerned about brand awareness and SEO when it comes to syndication efforts. 

Vendor selection for content syndication can be tricky and you need to be very vigilant. Make sure you get a full pitch and look over a potential vendor s advertiser material very closely. Some vendors take permission to republish content as permission to repurpose it as well. Be very cautious whom you sheire your content with. You should also know what other websites your syndicator places content on so you can make sure those sites are reputable as well. 

You re paying for leads with content syndication, so testing the results is critical. Be sure to test the following elements in your syndication progreuns ... 

Guest blogging on other sites is also a great way to dabble in non-paid content syndication. Take one of your ebooks and repurpose some content, or write an original or amended post. 

Social media sharing can also be considered a form of content syndication. The best approach here is to work with thought leaders in your industry and ask for the tweet or the post. In exchange, you can offer to share their content. 

The upside to creating influencer relationships for the purpose of social content syndication is that you both get the benefits of each other s network and reach. 

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