Account-based marketing’s approach to content through content syndication is an excellent way for many businesses to generate leads. In this article, we’ll cover a few of the best practices you should apply if you plan on using this approach to your content strategy.
What is ABM content syndication?
Before we give you tips and best practices around lead generation using ABM content syndication, let’s first cover what it is.
ABM content syndication helps you effectively target and engage with specific accounts most likely to convert into valuable leads. Unlike traditional content syndication methods focusing on reaching a broad audience, ABM content syndication allows you to tailor your content and distribute it exclusively to crucial accounts that match your ideal customer profile.
This highly targeted approach ensures that your message reaches the right people at the right time, increasing the likelihood of generating high-quality leads.
One of the key benefits of ABM content syndication is its ability to deliver personalized and relevant content directly to decision-makers within your target accounts. By creating compelling and tailored content specifically for these individuals, you can capture their attention and demonstrate your understanding of their unique challenges and needs.
Furthermore, when you use ABM content syndication on your ABM marketing campaigns you will be able to track engagement metrics at an account level, providing valuable insights into which accounts show interest in your content.
This data allows you to prioritize follow-up activities and allocate resources effectively toward those accounts with the highest potential for conversion. All of these benefits ensure that your content strategy will be well-received by your target accounts when using an ABM approach.
Now that you understand what ABM content syndication is and its benefits, it’s time to check out some of the best practices you can apply to help your business generate more leads.
1. Research your target segments
Since ABM relies on your knowledge of your target accounts, the first step of any ABM content syndication campaign would involve researching your target segments.
By understanding your target segments, you can tailor your content syndication efforts to reach the right audience and maximize lead generation.
Researching your target segments allows you to gain valuable insights into their needs, pain points, and preferences. This knowledge enables you to create highly targeted and personalized content that resonates with your audience.
It ensures your messaging is relevant and compelling, increasing the chances of capturing their attention and driving engagement.
We all have assumptions about what our target segments like and dislike. However, instead of relying on instinct and beliefs, it’s best to rely on more reliable data.
2. Create long-form gated content
When we refer to gated content, it pertains to content you don’t readily give readers. Instead, they provide you with something in exchange for that content, usually their email, so they’ll be part of your email list.
This type of content is usually more in-depth and comprehensive, such as whitepapers, e-books, or research reports made available to users after they provide their contact information through a form.
It allows you to capture valuable lead information from interested prospects willing to exchange their details for access to high-quality content. This approach enables you to build a targeted database of potential customers who have already shown interest in your industry or topic.
3. Add uniqueness to content
Regurgitating whatever everyone else is making in terms of content probably isn’t how you want your target accounts to remember you – if they can even possibly recognize that the content is coming from you. That’s why you must make content unique to your business.
Unique content grabs your audience’s attention and positions you as a thought leader in your industry. Gated content, for example, can be a special form of content, so we recommended making it for ABM content syndication despite the work that goes into it.
Generic or repetitive content fails to engage potential customers and may even deter them from further exploring your offer. On the other hand, unique content sparks curiosity and encourages prospects to take action, increasing the likelihood of lead generation. That’s why brainstorming unique, optimized content can be so worthwhile.
4. Keep it SEO-oriented
Ranking high on search engine results pages or SERPs is still worthwhile when approaching an ABM content syndication strategy.
After all, it makes you much more noticeable and discoverable to your target accounts. Therefore, you shouldn’t neglect your usual good SEO practices.
Nowadays, generating as much content as possible isn’t the way to stand out from your competitors, even in SEO terms. It’s about creating the most useful, unique, and helpful content for your target accounts.
5. Develop a lead nurturing plan
Businesses can maximize the potential of their ABM efforts and increase conversion rates with the help of a clear lead nurturing plan. A lead nurturing plan involves a strategic and, most of all, deliberate way of engaging and building relationships with potential customers who have shown interest in your products or services.
Firstly, a lead nurturing plan allows you to build strong relationships with your leads over time. By delivering personalized and relevant content at each stage of the buyer’s journey, you can nurture their interest and guide them toward purchasing.
Secondly, it also helps you stay top-of-mind with your prospects. Through consistent communication and valuable content delivery, you can reinforce your brand’s credibility and expertise in the minds of your target audience.
Ultimately, even if a lead isn’t ready to buy now, your lead nurturing plan will help them know who to talk to once they are.
6. Select your syndication partners
When selecting your syndication partners, it’s essential to consider their industry expertise and target audience alignment.
Look for partners who deeply understand your target market and can effectively distribute your content to the right audience segments. This qualification will increase the chances of attracting qualified leads who are more likely to engage with your brand.
Evaluate the reach and reputation of potential syndication partners.
Consider their online presence, social media following, and engagement levels. A partner with a solid online presence can amplify the reach of your content and increase its visibility among your target audience.
Remember to establish clear communication channels and expectations with your selected syndication partners. Regularly evaluate campaign performance metrics such as lead conversion rates and cost per lead to gauge the effectiveness of each partnership.
7. Create a landing page
Once your leads start being interested in your ABM content syndication campaign, you need a way to welcome them into your fold. You can do that with the right landing page on your website. But what exactly is a landing page, and why is it relevant to your ABM strategy?
A landing page is a standalone web page that captures visitor information through a lead generation form. It is the destination for your targeted audience when they click on your ABM content syndication ads or links.
The purpose of a landing page is to convert visitors into leads by encouraging them to take a desired action, such as filling out a form or requesting more information.
When it comes to ABM content syndication, creating a dedicated landing page for each campaign allows you to provide tailored messaging and offers that resonate with your target accounts.
You can increase engagement and conversion rates by aligning your landing page’s content with your audience’s specific interests and pain points.
Moreover, having a dedicated landing page enables you to accurately track and measure your ABM efforts’ success.
By analyzing metrics such as click-through rates, form submissions, and conversion rates, you can gain valuable insights into which campaigns drive the most leads and optimize accordingly.
Your copy for the landing page will be crucial to the success of it, so make sure to work on it and to do some testing as well.
8. Develop a follow-up program
Just because you’ve finished attracting and compiling all these leads doesn’t mean your content syndication plan ends there. Getting back to them and creating a follow-up plan is a good idea since leads are still just that: leads. They’re not yet customers.
A well-designed follow-up program ensures that you nurture and engage with the leads you have generated, increasing their likelihood of converting into customers.
It allows you to build relationships, address any questions or concerns they may have, and guide them through the buyer’s journey.
Again, this should be part of your lead nurturing plan because it’s also a way to stay top-of-mind with your prospects and provide them with valuable information that helps them make informed decisions.
This ongoing communication increases the chances of conversion and strengthens brand loyalty and customer satisfaction.
Furthermore, a follow-up program enables you to track and measure the success of your ABM content syndication efforts.
By analyzing engagement metrics such as open rates, click-through rates, and conversions, you can identify areas for improvement and optimize your marketing strategies accordingly.
9. Measure and optimize
As with any content marketing campaign, you need to measure the successes and failures of your ABM content syndication strategy.
Depending on the goal of your campaign, the metrics you should measure will be different on a case-by-case basis. Make sure that you’re tracking the right ones. Otherwise, you could be getting metrics that don’t correctly define successes or flaws in your campaign that you could have used for future campaigns.
These tips will help you make the most of your following ABM content syndication approach, so notice them. With these practices, you should have a more robust and reliable way to get constant leads into your business.