Content Syndication & ABM: Going for the Win

Savannah Mudd
October 31, 2019

What do you need to know about combining content syndication and account-based marketing?

Well, they’re two elements you’re going to want for your 2020 B2B marketing strategy.

Account-based marketing and content syndication are two phrases that may be somewhat new in the world of B2B, but that will be around for years to come. Separately, they can either help a business target their efforts or revive their content. Together, they can create a wide range of opportunities for any strategic B2B marketing team. 


So what is account-based marketing?

Account-based marketing (or ABM) is a proven strategy marketing teams use to target a specific type of consumer, one that they create a tailored content-story for. 

An ABM strategy starts with a team mapping out a segment. A segment is the ideal customer or account best fit for the teams’ particular business. After a segment is created, the team makes tailored content to promote to said segment. This allocation of resources ensures the targeted segment has a relevant message assigned to them, making the content more personal and enticing to the prospect.

ABM strategy also supports a conversation beyond a generic lead generation approach. With personalized content for a subset of the marketplace, a marketing team is able to focus their concentrated efforts on the best-fit consumers for their business rather than spreading themselves too thin across the entire marketplace.

For example: a U.S. computer software company with a specialty in the healthcare division decides they want to focus their efforts solely on IT Managers and above within a states at large-scale hospitals. With an ABM strategy, they create a story around the persona of the target parameters — IT Managers at large-scale, U.S. based hospitals. 

Once this storyline is created, they then make content that is targeted toward this individual. This makes the content better suited for the audience it is promoted to, making it an easier segway to having a conversation with a potential customer. 


What is content syndication for B2B?

Content syndication is the act of then taking this content and pushing it out through third-party content syndication vendors like PureB2B or InfoCrunch. Normally, this means you’ll partner with a company that has expertise in both content promotion and lead generation. The purpose of this marketing tactic is to get your content out in more channels than your current, business-owned ones. It also helps the third-party partner: they get great content on their site, which translates into more visits from external prospects, while you get more promotion of your infographics, blogs, articles, and webinars. 

When picking a third-party partner, you want to make sure to find someone who can promote to the audience you’re looking to connect with. This way, you can stay within your targeted segment while generating more views. 

In order to put the two together, you need a strong strategy that keeps all your business goals in mind. Strategy starts with a story where you can piece all your content together. This story would include the infographics that coincide with the blog post about the webinar your company just hosted. All these pieces can then be promoted through the third-party site, generating views that otherwise may not have happened!


Where does combining content synd and ABM take you?

When used correctly, the combination of ABM and Content Syndication can lead to a valuable conversation with a potential client, otherwise known as a Marketing Qualified Lead. These MQL’s can then be nurtured to create opportunities for your company.

According to HubSpot, more than 60% of businesses will be running an ABM-based program next year. To leverage this type of program, content syndication is a must.

So how can you get an ABM Content Syndication program started?

  1. Pick the story you’re going to write your content for — create the perfect customer profile and focus your efforts there. 
  2. Write the story.
  3. Pick your channels. Determine where you want to blast out your content. Beyond just your platforms, finding a good third-party solution that can host the entire story is a great way to gain valuable views. 
  4. Promote your content through the channels and track your progress. The only way to figure out what works and what doesn’t is by watching the data. This will help you understand what you should be optimizing versus what you can retire and replace with new content.


Further Reading

Lainey Mebust
July 9, 2020
Lainey Mebust
November 4, 2019
Lainey Mebust
. 15 min read