By Chris Isham, Co-Founder & Chief Revenue Officer
When you think about designing a content syndication program, you might assume that it’s predicated on the content. What you use to entice prospective buyers matters, but does it matter more than the conversation your inside sales team has with those prospects?
The distinction lies in where a lead is in their buyer’s journey.
Nurturing Content Syndication Leads Through the Buying Process
A marketer’s goal isn’t to nurture a lead indefinitely, it’s to move that lead down the funnel so that they’re primed for a conversation with the sales team. Relevant content can help engage prospective buyers throughout the nurture cycle. If a lead is presented with a whitepaper or a case study that directly speaks to their challenges, they’re more likely to download that content.
Part of the nurture process is also knowing when a lead has appropriately engaged throughout the nurture sequence and is ready for the hand-off to sales. How many clicks or downloads is enough to predict a lead’s interest? Sophisticated nurture tracks score leads not just based on their engagement, but on the content itself. A lead may get more points for downloading a comprehensive report which indicates deeper interest than they would for a quick guide or checklist. When a lead hits a certain threshold, they’re considered qualified and sent to the sales team.
Content On Top
At the top of the funnel, the focus is on education so content is king. Content syndication leads are generally high-level and need to be made aware of your solutions. Because you don’t know as much about a lead’s purchasing intentions at this stage, it makes sense that content would also be focused on high-level awareness.
The content itself is used as a tool to measure general engagement at this stage in the buyer’s journey. What really matters is whether a lead interacts with your content in any way so that you can gauge initial interest. From there, subsequent touches inform you of how responsive leads are.
Intent data can also help to bolster a content syndication campaign. If you already know that organizations are exhibiting purchasing behavior, syndicating relevant content to the right buyers will increase your nurture velocity. In this way, intent data gives you insight into a buyer’s purchasing intent that you would otherwise have to uncover using top-of-funnel content.