A content syndication program has the potential to give your sales team a consistent pipeline full of opportunities. But you have to nurture those leads correctly. A good nurture cadence takes into account
- The goal of the campaign
- The length of the sales cycle
- The purchase readiness of the leads
- The content assets your team wants to use
You decide the asset you use to attract your content syndication leads. By choosing this asset and the other pieces of content in your nurture cadence so they work with one another and educate the lead to become your ideal customer, you control the outcome of your cadence.
Define your goal
Like so many things in marketing and sales, you want to begin with the end in mind. Are you hoping to create
- More informed leads that walk into the meeting educated on your process
- Opportunities from new industries or verticals
- A broader audience through brand awareness
- A focused set of readers to match your ABM goals
Whatever your ultimate goal for your content syndication program, make sure to define the goal before you begin planning. That will influence what you choose for purchased leads targeting and help you decide the asset you include in that initial campaign.
Ideally, you would have content to support the next steps in the purchase process built out before you get your first round of leads, but if not, don’t panic! Content syndication leads will take a while to warm up, so you have a couple of weeks before you would even want to touch them again. Take that time to build the next few assets in your cadence.
Use these 5 tips to build a cohesive nurture campaign for your content syndication leads.
1. Analyze your original asset
The asset your lead partner uses to attract the lead should be the bedrock of your cadence. It’s not enough to know what it’s about. You have to understand what kind of lead you’ve attracted to your brand and decide how to best turn those leads into the type of buyer you need.
In your analysis of your asset, document:
- Where in the funnel does it fall
- What are the next logical steps in your purchase process
- How close or far away from converting is the target audience?
Consider setting a range of time that you expect the lead—given sufficient education—should take to convert. You probably won’t get this right the first time, but decide on a timeline to help your team build a prototype cadence that you can test.
2. Go to sales and support teams for additional ideas
Feel like you don’t possibly have enough content to fill up a six-month nurture cadence? I’m willing to bet that your sales and support teams are brimming with ideas for articles, white papers, explainer videos, and general knowledge tools. Ask and you shall receive (great content ideas).
- What questions do your customers ask over and over again?
- What do customers complain about that you want them to know before they work with you?
- If the customers knew ______ they would buy ______ instead.
- What features/products/services do you offer that your customers don’t know about or use less often than they should?
This is your chance, marketer, to provide that content in a compelling format before they even start talking to a salesperson!
3. Choose follow-up assets for education and awareness
At every step of the cadence, you need to provide the lead with an asset that educates them and offers some solution. To establish awareness in these leads, consider choosing assets that speak to
- The problem that your technology solves
- Your brand’s empathy with that problem
- How your solution can help solve the problem
Here’s some general guidance on how education will fit into each of the funnel stages:
For earlier stages in the cadence, your content assets should dig into the nuances of the lead’s problem with empathy to show that you actually understand their situation. In these early stages of a cadence or when your leads live higher in the funnel, keep your product’s amazing features (and the hard sell) in the background.
The middle of the cadence should correspond with the middle of the funnel. How do other brands address the problem, and how does your product address it differently—and better? There should be an even emphasis on problem solving, education, and branding in these assets.
While you want to give leads an opening to become an opportunity at every stage of the funnel and your cadence, the end of your cadence should include those hard sell assets. Personalized videos introducing the lead to a sales rep, free trial offers, demos, walkthroughs, and links to appointment calendars can all make an appearance here.
4. Vary your media types
Content writers love a pithy web article, but the trusty blog post can’t cure all ills. Take the opportunity to create multimedia assets that will engage your leads, show off your brand power, and inform leads in a way that sticks. Consider using
- White papers
- Blog posts
- Phone calls
- Direct mail
- Online courses
- Live video gatherings
You have a range of options. Try them all, gather data points, and use that data to make better decisions in future iterations of your cadence.
5. Test your timing
Don’t reach out often enough, and you risk losing any ground you may have gained in your outreach. Reach out too soon, and you risk frustrating and annoying your leads. Test to find that balance
- Consider evenly spaced touchpoints (once every couple of weeks)
- Then try an accelerated outreach cadence (start slow then move touch points closer together)
The most important thing about testing: you have to have a baseline, a control group, to test against. Set up your first cadence with all your best content, and let it run for a couple of months. Check for emergencies to fix right away and trends to watch, but resist the urge to fiddle with it indefinitely. This becomes your control group.
Then, clone your campaign every month and add only that month’s leads to the campaign. Change one or two unrelated items for each new campaign, and analyze the outcomes. By testing slow and steady, you can better control your tests, measure outcomes, and see specific results.
Work with a data-driven content syndication partner
Your company has a lot of priorities with your content syndication cadences: good data, good content, and good follow-up are just some of those priorities. You can increase your nurture cadence’s chances of success by working with a data-driven leads partner. Let’s talk about how we can help you find the best leads with your next content syndication program.