What to Really Look for in a B2B Content Syndication Vendor
No doubt, content is the king in the marketing business, but it needs its kingdom to connect with its subjects! Content needs strategic distribution to reach its ideal customer profiles (ICPs). B2B content syndication services are integral to your marketing strategy. It helps reach out to your target audience with value-driven content.
The content bridges the gap between your business and your prospective customers, laying a strong foundation for trustworthy relationships. B2B content syndication services amplify your reach beyond your digital assets by leveraging third-party, relevant, and authoritative sites. It helps businesses reach far beyond their digital footprint and create massive brand awareness. However, to yield the desired results of creating awareness, increasing website traffic, and high-quality leads that enter the B2B marketing funnel, an experienced B2B content syndication vendor is essential. Businesses must be aware of the factors to consider when selecting a B2B content syndication services provider. Let’s help you understand what to really look for in a B2B content syndication vendor.
B2B Content Syndication Vendors: How to choose the right one for your business
Proprietary database: Does your chosen vendor have complete control over the database it has? Is it a proprietary database, as it gives flexibility to the vendor to verify its authenticity and keep it updated? A proprietary database is the sole responsibility of the vendor to keep it relevant to the needs of the buyers and ensure its accuracy. It’s a factor that most businesses miss. It is preferable to have a fully-owned database that the B2B content syndication companies handle efficiently and continuously update. Proprietary databases are preferable because they allow for more accurate ICP targeting. Data enrichment is integral to their content syndication services as it directly impacts their credibility as a content syndication provider. With a more accurate and updated list, businesses can achieve the goal of reaching the ideal customer profiles (ICPs). Reputed content syndication companies maintain an updated database covering a large number of profiles and regions.
ICP Targeting: Do those large proprietary databases contain verified professionals from your targeted industry? It’s a critical question that businesses should ask of their vendors on their list. The vendor should be able to cover the right prospects that match your ICPs. It does not matter if they have an ICP spanning millions of leads, but they should fall within your target audience criteria. They should be able to syndicate content to B2B leads based on firmographic, demographic, technographic, and most importantly, intent data. That’s when the content syndication service is ready to strike gold! Ask these pertinent questions and make an informed decision regarding B2B content syndication services. Your target audience must feature in their database, covering professionals from your ICPs.
AI-driven technology: Reputed B2B content syndication vendors leverage artificial intelligence (AI) to ensure smart targeting. Content syndication backed by AI becomes a powerful medium to distribute content and target the most accurate ICPs. They integrate intent data to improve the quality of their databases by analyzing buyer engagement with digital assets and identifying industry trends. They use AI to identify risky emails and ensure they target deliverable business domain emails. Moreover, they invest in dynamic email marketing and syndicate content that matches their current interests. Similarly, they leverage AI to understand search behavior on partner sites to understand content interests. It helps understand prospective buyer expectations and distribute the content that is likely to resonate with higher engagement.
Validation strategy: What is the verification tech stack they use to validate leads that pour in from their database? Reputed B2B content syndication companies invest in strong verification automation tools to complement their manual verification of leads. This approach helps achieve desired results from the outbound reach, including email verification, spam trap suppression, and business domain validation. Experienced B2B content syndication vendors verify calls via telemarketing. Reputed companies go the extra mile and provide a two-step call validation. These vendors leverage intent data to engage and target leads with the right content that meets their expectations.
Compliance: Your B2B content syndication vendor should comply with data privacy regulations. Do they have updated certifications in place and operate within the legal framework in the marketing industry? Compliance is a significant factor to consider, as the outbound reach based on consent will not tarnish your reputation and goodwill in the market. Reputed B2B syndication vendors are aware of their responsibility and adopt best practices to minimize and eliminate any legal repercussions. Their marketing efforts comply with the data privacy regulations. For instance, while leveraging emails that work best for gated content, they strive to target permission-based emails and target verified business domains only.
Content syndication approach: A reputed content syndication company prioritizes each client and allocates a specific team dedicated to improving visibility across relevant channels. They adopt a multi-channel approach to cast a wide net on the ICPs and bring your brand right in front of the eyes of your target audience. Content syndication is not a one-time strategy; it is a continuous refinement based on the KPIs delivered to continue building a strong pipeline of high-quality leads. It’s vital to leverage multiple channels and distribute content on social media, such as LinkedIn, and use paid ads to generate high-quality B2B leads. They also leverage trusted partner sites and build a robust in-house network to help your brand reach the target audience. A good vendor will adopt a multi-channel strategy to broaden the target audience. With such an inclusive content syndication strategy, expect an improved campaign performance and increased website traffic.
Markable Solutions: A trusted Content Syndication Vendor
Markable Solutions is one of the leading B2B content syndication companies in the U.S. We have helped businesses strategically distribute content on authoritative sites and connect with their ideal customer profiles (ICPs). We own an extensive proprietary database comprising verified B2B professionals across different regions worldwide. Markable Solutions recognizes that data enrichment is a constant activity. It’s crucial to keep the prospect list updated with data enrichment services and ensure that the business targets accurate ICPs. We extract a high ROI from our enriched database base and strategic AI-driven content distribution. For more information, book a free discovery call and contact our experts.
