Common content syndication mistakes that B2B marketers make

It should go without saying that many B2B marketers have fully embraced content syndication as the future of business. Unfortunately, it is probably also well known that these same users often make mistakes in the content syndication that lead to problems. This article takes a look at some of the most common content syndication mistakes that marketers make.

Neglecting the importance of selection

It should be no secret that not all content publishers are created equal. Even if you hear that a particular publisher is good, doesn't mean that they are good for your market. Ask yourself, despite being a good publisher, are they good for my market? The answer might surprise you.

Putting all of your eggs in one basket

Just because you might find a good provider, and even one that is good for your market, doesn't mean that they will stay that way. For this reason, don't limit yourself to one provider. This approach might make managing them a lot easier, but you will probably find two problems with this approach. First, their well will run dry. Second, there's a good chance that their approach will evolve and change, and not necessarily stay with an approach that works for you.

Failure to change as clients develop

It's important to have your content evolve with your clients. It's important to reinforce sales decisions, which helps your clients be assured that they made the right decision to work with you, but in many cases, companies don’t change their approach with their content to address changes as customers go from being prospects to solid customers. Don't make this mistake. It will cost you, customers.

Beware of analysts reports

Everybody loves analyst's reports. Unfortunately, using them too early in the sales cycle is a huge mistake. Using an analyst's report too early in a sales process is like bringing in the big guns to a battlefield before the negotiations have been exhausted. Analyst's reports can be a priceless tool in the right content and at the right time, but don't bring them out too soon.

Not taking advantage of existing content

Some people are so convinced that content is the best tool to drive sales that they want to use it for everything. This is a serious mistake. The best use of content is to break it up and use it when it is not only most appropriate but spread it around. Use it not only as an infographic, but use it as a checklist, a white paper, and other uses. It's yours, so you can use it whenever and wherever and in whatever form you wish. Take advantage of this ability. Also, remember that different person like their data delivered in different formats. Why not give it to them that way?

Leads going directly to sales

Just because a person might be a promising lead, does not mean that they are ready to be sold. This is why you should always feel out a lead before you give it to sales to handle. Giving a sales crew a lead who might not be ready to be sold is a mistake that often leads to disillusionment by the prospect. Avoid this by keeping in touch with a sales prospect until you are sure they are ready to be sold.

Not utilizing BDRs in the sales effort

Okay, this might sound like it is in conflict with the point made above, but it's not. Business development representatives or BDRs are used to ensure that a prospect is ready to be contacted a "sold" by sales. This is not a contradiction to that above. Instead, it's a compliment. Blast emails and calling is a traditional sales tactic that should not be used too soon. Instead, BDRs need to do their work before sales become directly involved.

Not monitoring your programs closely enough.

How many times have you found yourself implementing sales programs then caught yourself assuming that they were working properly, especially when it appeared that sales were growing? This is a huge mistake. instead, you should always make sure that you are closely monitoring all aspects of your program. You should always make sure that you are watching things such as assets that are underperforming and those that should be replaced with ones that should be performing at a higher level. Just because a sales prospect is developing doesn't mean it is developing at a rate that it should be, but matters such as these can easily slip past a sales manager's notice without proper attention. Make sure you pay close attention to all of the controls you have implemented to make sure things happen the way they should.

Having a short term strategy when it should be ongoing

When was the last time you took a good look at your sales campaign? And when did you do it? Did you do it when the campaign was over, and why was it over? It shouldn't be. Instead, your sales campaigns should be ongoing...always. If you do have campaigns that, for example, run one season after another, you should have a plan to implement one immediately after the previous one ends.

Not leveraging data and tech to be smarter and more efficient

Companies pay enormous amounts of money to obtain good data and the technology to manage it. Unfortunately, many companies don't take full advantage of the data they pay so dearly for. The truth is that good data is priceless. Further, technology is available that makes good data even more valuable. You should always be sure you are aware that you are getting the best use of your data as well as ways to make it even more valuable. Awareness of this will pay handsome dividends.

Content syndication isn't easy, but when it is handled effectively and efficiently, it can be priceless. By knowing what you want your data to give you and by knowing how to use both strategy and technology to its maximum advantage you will come out ahead every time.