When it comes to B2B lead generation, the sole objective is simple as it can get: drive a consistent flow of qualified leads. Content syndication can be a very effective tactic to deliver on this goal. However, one of the most critical factors of a successful content syndication campaign lies in the operative word which is - you guessed it, CONTENT. And one of the most common questions we get from B2B marketers when contemplating a content syndication campaign is what kind of content form factor works best? Well, like in many other cases, it depends. It depends on your personas, where they are in their journey as a prospective customer, the product or service your selling, among others.
1. Whitepapers and E-books:
Whitepapers and e-books are a treasure trove of insights and data. They work exceptionally well for audiences that are seeking in-depth analysis and detailed information. When targeting IT decision makers or technical professionals, the rich content of a whitepaper or an e-book can act as an effective magnet for opt-ins.
2. Webinars and Virtual Events:
In an era where digital interaction is the preferred motion, webinars and virtual events offer a real-time engagement platform. They are ideal for audiences seeking a learning experience and interactive dialogue. Webinars can be instrumental in attracting mid to senior-level professionals who value knowledge exchange and networking.
3. Case Studies:
Nothing speaks louder than success stories. Case studies are the go-to form factor when your target audience is looking for evidence of effectiveness and real-world applications. They are particularly compelling for decision-makers who want proven solutions to their challenges.
4. Interactive Content (Assessments, Calculators):
Engagement is the essence of interactive content. It’s perfect for audiences that appreciate a hands-on approach to understanding a topic. Interactive content like assessments and calculators can be enticing and informative, making them great for generating engaged leads.
5. Industry Reports and Research Studies:
When targeting professionals looking to stay ahead of industry trends, industry reports and research studies can be the golden ticket. They provide a comprehensive overview of market dynamics, which can be invaluable to strategists and planners.
6. Templates and Toolkits:
For audiences looking for immediate utility and application, templates and toolkits are a match made in heaven. They provide ready-to-use resources which can be highly attractive to managers and executives looking to improve operational efficiencies.
7. Podcasts and Video Series:
The modern professional is often time-strapped. Podcasts and video series offer a blend of information and entertainment on-the-go, making them a hit among audiences seeking a learning experience that can fit into their busy schedules.
8. Checklists and Cheat Sheets:
Checklists and cheat sheets are succinct and straight to the point. They are excellent for audiences who desire quick, actionable insights.
In conclusion, the form factor can be as important as the content itself as the wrong “package” can cause well-crafted and highly relevant content to be ignored or dismissed and cause a promising campaign to under deliver and waste effective IP. Get the content form right and you’ll get the right forms from the content.
