How Content Syndication Can Help Businesses With Demand Generation

Every business wants more sales, it’s as simple as that. Yet the million-dollar question is, “How do we get there?” Demand generation is the answer.

Every business wants more sales, it’s as simple as that. Yet the million-dollar question is, “How do we get there?”

The answer, however, is somewhat vague for a multitude of reasons. First, what’s the best marketing channel? Is it direct advertising, SEO, paid media, etc.? Then, what is a good starting budget? Is there a golden number we should invest? Lastly, how can we convert leads into full-blown customers? And subsequently, how do we keep them coming back for more?

All of these questions fall under the scope of Demand Generation.

According to HubSpot;

“… Demand generation captures the umbrella of marketing programs that get customers excited about your company’s product and services. Demand generation programs can help your organization reach new markets, promote new product features, build consumer buzz, generate PR, and re-engage existing customers… Demand generation programs are touch points throughout the conversion and sales cycles.”


Cut through the hype of demand generation

Demand generation as a phrase used to hype up marketing efforts. It sounds really nice, but why is it important? Well, building long-term relationships with consumers through multiple engagement methods is the primary role of demand generation.


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Photo: © Monkey Business, YFS Magazine

This is essentially one of the most sought after brand deliverables. And if your company can’t create or maintain communications with customers, a significant amount of lost business is sure to follow. Creating urgency and familiarity between your product and target audience is a significant part of outreach efforts.

Luckily, there is something that can boost these endeavors. In essence, you can develop, publish and repurpose content (e.g., articles, blogs, videos, images, or virtually any fashion of content on third-party sites) to engage with their target audience is this venture. This my friends, is called content syndication.


Visual content marketing boosts demand generation

According to digital marketing agency, Aumcore:

“Sharing is essential to social media marketing because it’s how your users communicate with one another and how your business will increase its brand awareness.”


Generating new business is most certainly a crucial aspect for marketing, and an ambitious approach to target new areas is key. One of the best ways to do this is to create and share visual content – specifically infographics.

Infographics are liked and shared on social media 3X more than any other type of content because people love to look at pictures. This is especially true for pictures that are informative and relevant. Creating an infographic that relates well with your industry and can provide some supportive data will go a long way in building brand authority. When you communicate an authoritative stance in the eyes of your consumers you will also encourage brand trust, which makes audiences more confident in their interactions with you.


Photo: © ADcour, YFS Magazine

Visuals in general are one of the best ways to promote one’s brand. According to HubSpot, “37% of marketers said visual marketing was the most important form of content for their business, second only to blogging (38%).”

Users really like viewing attractive and engaging images, especially on social media. Another statistic suggests that Facebook posts with images see 2.3 times more engagement than those without images. Chances are you’ve heard the phrase, “A picture is worth a thousand words”. As it happens to be, this is the epitome of content marketing.

People want to be hooked in with excitement to what your company has to offer. The trick is to make sure it’s delivered through multiple channels, following the rules of content syndication.


What do experts have to say about it?

There are quite a few professionals in the digital space that really know what they’re talking about when it comes to demand generation.

The experts over at BuildFire have some great tips when it comes to content syndication. According to their blog:

“Before you go out and ask others to publish your content, you have to do a little research. Again, the whole point is to capture more leads based off their existing customer base. Make sure that your syndicated content will do more than just reach this new audience; make sure to intrigue and induce them to check out your product or site as well.”


You should always ask yourself two questions when syndicating your brand’s content:

First, “Is this an audience I want my brand to pursue?” and second, “How do I create content that attracts them?” Both of these questions can be easily answered by creating a content marketing strategy.

Neil Patel is an industry leading entrepreneur, investor and influencer who consistently offers some great advice on digital marketing suggests:

“There’s only one key behind producing great content, day after day… You don’t need to be the best writer. You don’t need to be a top expert (although it can help). You don’t need any fancy tools (although they can also help). What you do need to do is understand your reader.”


To understand what your audience likes, you have to know your consumers inside and out. Look through your brand’s social analytics and take a look into what content produces the most engagement. Understanding the popularity of your content is one of the keenest observations your business can make into understanding your ideal clients. All of this, of course, improves conversions and increase demand generation.


To sum it up, content syndication can be your company’s best friend if you desire to increase demand for your products or services. Learn how to use it and watch as the leads flood into your business!


Jacob Smart is a creative content writer, working for Aumcore. He loves writing, learning about new, and interesting advancements that are happening in the SEO industry. Connect with @Aumcore on Twitter.


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