Relevant to: Demand Acceleration Platform | Content Syndication
Integrate Content Syndication amplifies and adds depth to top-of-funnel marketing. Because it uses almost every kind of asset, content syndication is the richest and most varied of programs, capable of helping your B2B demand and revenue teams leverage third-party suppliers to break out from the noise and tap the white space in your market to meet pipeline or revenue goals.
- Boost pipeline by expanding the reach of your branded content, you capture the high-quality, marketable prospects your sales team wants.
- Use trusted partners to put your best content in front of a larger audience, building awareness and engagement through strong customer connections.
- Provide depth to your marketing efforts, beginning at the top of funnel, by using rich and varied content that drives precision targeted campaigns.
Content Syndication lead data flow
Content Syndication leads are captured by Media Partners and uploaded to the Demand Acceleration Platform where the data is checked against acceptance criteria. From there, lead data is posted out to your integrated Marketing Automation or CRM system.
For more information about Content Syndication, see Content Syndication Basics.
In this article:
Getting started with Content Syndication
An overview of the process and workflow when using the Integrate Demand Acceleration Platform for Content Syndication.
1. Preparation and planning
A. Collect details and consult your Media Plan
Your Media Plan provides a 'big picture' of your content syndication strategy in a time period (eg. by month, quarter, year). This is helpful when it comes to deciding how to implement cross-Campaign/Source details, such as naming conventions.
See Content Syndication Basics.
B. Determine your Campaign/Source structure
At the end of this article is a downloadable template that you can use to collate the detail to inform the build of your Campaign in the Demand Acceleration Platform. It will help determine the structure of your Campaign(s) and Source(s), and arm you with the required information needed to build them.
Key considerations include:
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- How are your programs grouped now?
- How do you want to view and report on lead data?
- The similarity of lead data across your programs, is there a standard template you use?
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See Content Syndication Build Template.
C. Check that your Media Partner is linked to your account *
In the Demand Acceleration Platform, you can view which Media Partners are already linked to your account - this is found in the Partners page in Settings.
If you plan to work with a Media Partner who isn't listed on the Partners page, speak with your Customer Success Manager.
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When working with Media Partners who are new to Integrate, we recommend beginning this process 3 weeks in advance to ensure you're ready for Source launch timing. |
2. Build a CPL Campaign for Content Syndication *
In the Demand Acceleration, a Campaign serves as a template for new Sources that are associated with the Campaign. A Campaign can house one or many Sources.
| Building a CPL Campaign for Content Syndication |
3. Build a Media Partner Source for Content Syndication *
In the Demand Acceleration Platform, a Source must be created to collect leads and post out data to integrated systems. Sources are shared with an associated Media Partner.
4. Send Source to Media Partner *
Once the Source has been built in the Demand Acceleration Platform, you send it to the Media Partner.
| Launching a Media Partner Source |
5. Work with Media Partner to confirm conditions of Source
The Media Partner will accept the Source as a way of agreeing to conditions of business with you. This typically includes what leads are deemed acceptable/billable, the target audience and cost per lead.
If using Source Agreement, Media Partner must read and agree to contract
If you have a Source Agreement, you can upload this to the Source for the Media Partner to agree before the Source is launched.
See Source Agreements.
If using Proofs, content reviews and approvals with Media Partner
If you will be using Proofs to review and approve content assets with your Media Partner, this can be done in the Demand Acceleration Platform before the Source is launched. This process is initiated by the Media Partner and you (Self-serve customers or your Campaign Manager) will advise and/or approve as needed to complete the process.
See Seller Proofs.
6. Launch Campaign/Source *
With the Campaign and Source built in the Demand Acceleration Platform, terms agreed and content approved with your Media Partner, you can proceed to launch the Source and begin collecting content syndication leads.
7. Manage your Content Syndication lead flow *
While your CPL Source(s) are live, it is recommended to regularly monitor inbound leads in your Media Partner Sources to ensure all valid leads are successfully passing to your outbound system integrations.
| Managing Leads in a Media Partner Source |
| * If you have a Managed Service package with Integrate, we’ll build and manage your content syndication Campaigns and Sources for you within the Demand Acceleration Platform. This includes regular reporting to keep you informed. Contact your Customer Success Manager for more details. |
To learn more about Integrate Content Syndication or to get your team started, contact your Customer Success Manager.