Lead generation not meeting expectations? Top tips for successful Content Syndication

in Executive Management, Marketing, Sales & Customer Service / by /

Having worked in B2B lead generation for nearly two decades has given me valuable insight into what successful organizations are doing to find new customers and drive more revenue. 

Here are some top tips that I hope can enhance your lead generation and drive more customers: 

  • Lead nurturing is an absolute must. Pass all leads into a marketing automation platform to nurture the leads. According to a study by FocusVision, the average B2B buyer consumes 13 pieces of content before making a decision. Marketing automation will automate this process and offer greater efficiency in distributing timely educational content to your leads.
  • Marketing and sales must align. As 75% of buyers prefer to gather information on products on their own and 57% made a purchase in the last year without meeting with any sales team, your organization must be patient and intentional with every opportunity to educate and inform your leads. Do not make the mistake of having your sales team rush your leads through the process before the leads are ready to meet. Provide a clear call-to-action in all email marketing and content to connect with a sales representative and let the leads initiate a meeting. 
  • Tailor Content for Each Platform. Customize your content slightly to fit the style and tone of each platform while keeping the core message intact. For example, LinkedIn might require a more professional tone, while Medium could be more casual and storytelling-focused.
  • Use a Mix of Full and Partial Content. Depending on your syndication goals, consider using full articles or excerpts. Full content works well on platforms where visibility matters most, while excerpts can entice readers to visit your main site.
  • Cross-Promote on Social Media. Syndicated content often performs better when promoted across social media channels like LinkedIn. Share links to syndicated articles with unique captions to draw additional views.
  • Track and Analyze Performance. Use analytics to track the impact of your syndicated content. Focus on metrics like the percentages of MQLs and Sales Opportunities.  
  • Establish Relationships with Syndication Partners. Collaborate with publishers, editors, and other content creators. Strong relationships increase the likelihood of having content placed on high-quality sites.
  • Update and Refresh Syndicated Content. Regularly update your syndicated articles, especially if they’re evergreen. This keeps them relevant and maximizes their lifespan across platforms.

Would you like more detail on any of these strategies? Contact TechPRO if you would like to hear how we can help with your lead generation and sales pipeline.