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There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as… Read More
It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product…. Read More
When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Abstracts (the short descriptions that accompany content online) are often an afterthought. However, a well-written abstract can make an enormous… Read More
Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. Like other inbound marketing programs – search, social media, and the like – content syndication is one more way to increase the chances that a qualified… Read More
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… Read More
A client asks: “I know I can filter our Pay-Per-Lead (content syndication) leads on geography and company size. What if I want to filter to specific regions or states? Can I also limit leads to certain job titles?” My response: To best answer the question, let’s discuss what lead filters… Read More
How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Wrong. It’s the offer. Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still… Read More