We know that buyers in the IT sector are among the most savvy in the B2B space, typically conducting extensive research before they are ready to speak to a vendor.
As such, a sector-specific syndication campaign is often the perfect way of reaching those self-informing market participants in the preliminary stages of their buying journey.
But to do this, you have to adopt the right approach.
IT-focused content syndication campaigns are easy to get wrong, as the readers of your material are well-informed and can spot overly promotional material easily.
The right approach prioritises relevance, education, and precision targeting over promotion, ensuring content feels genuinely useful to IT decision-makers.
In this post, we look at how to successfully pull off an IT content syndication campaign.
Define Your Goals
It goes without saying that the ultimate aim of any content syndication campaign is to generate leads and fill your funnel with promising prospects.
But there are intermediate and subsidiary goals that need to be considered when executing an IT-focused content syndication campaign.
You might, for example, seek to increase brand awareness among IT decision-makers, cultivate a reputation for thought leadership among a certain online community, or simply introduce your audience to a niche IT topic.
Each of these goals will require a slightly different approach and different content to be disseminated via your chosen content syndication platform.
Audience
In the IT sector, the people you are typically looking to reach have very specific roles and responsibilities with their companies.
Therefore, a scattergun approach to content distribution simply isn’t going to cut it.
Instead, you need a structured and strategic approach to syndication if you are to reach the right targets with your content.
By structure, we mean using a persona map of the roles and titles you are aiming to influence, such as CIOs, CTOs, IT Directors, Security leaders, or DevOps engineers.
Each of these roles has different priorities, so once you have a map of the roles and stakeholders your content hopes to reach, you can choose the content accordingly.
Metrics Matter
In IT content syndication, the data generated by your campaigns provides important insights into how well or otherwise they are hitting the mark.
Content syndication is all about quality over quantity, so forget stats concerning clicks and hits, and look more for what the data are telling you about lead quality, conversion to opportunities, and contribution to the sales pipeline.
Equally, by looking at which job roles engage most with your syndicated content, which parts of the IT sector evince the most interest in your material, and which of your speciality topics generate the best quality of leads, you can tweak future efforts.
Conclusion
Content syndication isn’t a one-shot endeavour. Rather, it requires constant review and refinement to get it right.
By using the data from your content syndication campaigns to inform your subsequent efforts, you can slowly establish yourself as a trusted authority in your IT niche.