The content that works best for content syndication focuses on education, thought leadership, and industry insights, rather than direct product promotion.
Here’s what performs well:
-
Top of the funnel informative content: Educational material that addresses industry challenges, solutions, and trends. This helps generate awareness and build interest.
-
Third-party analyst reports: These trusted, unbiased reports add credibility to your content. They provide in-depth analysis and are highly valued by decision-makers.
-
Whitepapers and ebooks: Detailed, long-form content that offers valuable insights and solutions to industry problems. These formats help position your company as a thought leader.
-
Thought leadership and topical content: Articles or reports addressing relevant trends or innovations in your industry. This establishes your authority and expertise in the field.
- On-demand webinars: Engaging, convenient, and highly informative, on-demand webinars are a great way to showcase expertise, provide actionable insights, and drive high-quality engagement with your brand.
Content to avoid:
- Trials and demos: These are more suitable for nurturing prospects once they have shown clear interest, not at the top of the funnel.
- Product-specific collateral: Product brochures or technical specs are typically too specific for early-stage prospects, who are still exploring solutions.
Focus on high-value, educational content that engages early-stage prospects, establishing your brand as a trusted resource before introducing product-specific materials in later stages of the buyer’s journey.
You may be wondering: