How to Target a Non-Technical Audience Using Content Syndication

On LinkedIn, John asks: “Does anyone have preferred content syndication channels that target sales and marketing folks? Seems pretty easy to find technology ones, but a little less clear on the business side.”

My response:

“John, it’s very difficult but not impossible to target sales and marketing titles via content syndication. As you’ve already discovered, there are precious few media properties that both offer PPL programs AND are editorially focused on those disciplines. However, it can be done.

Based on our firm’s experience, my recommendations would be:

white paper syndication1. Look at broader PPL networks that include a significant number of non-tech business sites – two examples would be Madison Logic and NetLine.

2. Make sure the title of your content is very sales- or marketing-specific, so that the title alone will help filter out those outside of your target audience. The right white paper title can serve as a very effective way to target the right audience, regardless of where it’s hosted. Re-title existing content if needed.

3. Use the abstract (content description) to describe very specifically the type of people you’re trying to reach, for example: “Written exclusively for sales operations and marketing operations professionals, this compelling white paper shows you how …”

4. Ask your media partner if they’ll filter on job function (some won’t, some will but at a steep price) or consider a custom qualifying question (ex: “Do you have purchase authority for marketing intelligence at your company?”) and filter on that. Again, not all media properties offer custom filters, and if they do, you’ll pay $10+ additional per lead for the privilege.

I would consider starting your program on a broader network without any special filters, and hope that your content title and abstract do the work for you. If you find you’re attracting (and paying for) too many leads outside your target profile, you can always add filters midstream. Good luck!”

A great resource for those considering content syndication as a demand generation channel is “Content Syndication Options for B2B Technology Marketers,” a free report from Stephanie Tilton at Ten Ton Marketing. Download a copy here.

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