Every couple of years, a hot, new trend bursts its way into the collective lexicon of the B2B marketer. In recent years, predictive marketing and ABM took center stage as marketers looked to hone in on the data that underpins just about everything th
Creating a lead generation strategy isn’t easy — you have to keep marketing and sales happy, consider your sales quota, secure targeted prospect lists, choose lead generation partners, and keep your budgetary constraints in mind.
In the end, the goal is to keep the wide end of the sales funnel full by developing a pipeline for your sales team filled with high-quality leads that are most likely to convert into revenue. If you’re operating in the B2B space, chances are good that you’ve put a substantial amount of your marketing efforts into generating leads on LinkedIn. But you might not have considered content syndication in the mix. Here’s why you should.
Why Use LinkedIn To Generate Leads?
Simply put, LinkedIn is the best social media channel at turning leads into visitors. According to Hubspot, in a survey of over 5,000 businesses, LinkedIn was 277% more effective at visitor-to-lead conversion than both Twitter and Facebook.
People use LinkedIn to showcase their career and work experience, as well as to find content and relevant information to make their professional lives better. That’s a twofold benefit for B2B marketers trying to find other people in their target market.
First, LinkedIn is (mostly) uncluttered by personal information. People aren’t using it to talk about their vacations, their pets, their family, or their food. They’re focused mostly on their business and what they need to do their jobs better, so your marketing materials don’t have to fight for attention among less relevant content.
Second, you can target your content far more specifically. Since virtually everyone on LinkedIn has their title and employer listed, you can find people whom you know for certain are involved in the business or industry you’re targeting, allowing you to focus your attention on the people most likely to be receptive to it.
What’s Content Syndication?
Content syndication is the process of distributing content through publishers who will require registration in order to capture leads. This has the benefit of putting your content in front of other audiences you might not have reached otherwise, broadening your reach in a short period of time.
How LinkedIn And Syndicated Content Can Work Together
Remember, content syndication isn’t lead generation in and of itself. Syndication is more of an introduction to a prospect — you then have to engage that prospect with further pertinent content rather than just passing the baton to sales. But like LinkedIn, you can find a content syndication network (CSN) that caters to the exact audience you’re looking for, which means that the prospects it attracts are already good candidates to becoming high-quality leads.
You should also remember that content syndication isn’t just about filling up your mailing lists — you have to build a relationship with prospective buyers before you can sell to them. Linking between your content on social media and on your website is a good way to do that, but content syndication adds something extra — since the content on those CSNs is less random and more curated, it’s easier to establish your business as a consistent presence and an authority in your field.
As with any platform, make sure your syndicated content stays fresh. Use videos, text posts, and infographics to stay relevant and captivating, while maintaining the authority and expertise that will draw potential B2B customers to you in the first place.
Lead Generation And Content Syndication Make A Strong Team
The bottom line is that lead generation via LinkedIn and content syndication aren’t in competition — they work together to get your content in front of a broad but specific audience. Content syndication will expand your audience, giving you more opportunities to cultivate interest in what you do and feeding more prospects into your lead generation pipeline. The question isn’t which method you should use — it’s how best to use both.
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