Licensed content, also known as "syndicated content" or "third-party content," is an effective strategic tool for your content marketing program. Our Content Marketplace is a rich and varied library of articles from renowned publishers such as Fast Company, CIO, Business Insider, FORTUNE, Cleveland Clinic, Forbes, Reuters and thousands of 39; others. The content is erased and ready to be published on your hub.
Here are five signs indicating that your marketing program would benefit from licensed content.
1. Your content marketing program needs more … finally, content.
If you only publish a few articles a month, there is little reason for someone to go back to your hub and explore. A constant publication rate keeps your site up-to-date and can feed all your distribution channels: newsletters, social networks, and even the points of contact of your sales teams with prospects. Licensed content can be organized, approved and published in a matter of hours or even minutes, which contrasts with the presentation and creation of original content.
2. Your content hub is everything for you.
If your content marketing is both "hard to sell" and brand driven, consumers will be at the forefront. The solution is to deliver reliable, unbiased content from respected publishers in your industry – whether it's a publication about manufacturing trends or a leading site that examines your product.
The publishers of our licensed content network are experts of what they cover, whether they are Bloomberg, Cleveland Clinic, FierceMedia, Food & Wine or Pipeline & Gas Journal. Bringing their reports into your content experience provides a reliable and authoritative voice with a fresh perspective.
3. Your rate of engagement decreases.
On our customer network, the licensed content has a higher article engagement rate than the original content (although a fully optimized program relies on both content types to generate whole conversions). Users who access licensed content spend more time on the hub and visit more pages per visit. Licensed content makes your site more sticky.
To test licensed content in action, we launched a two-month pilot project with a client running a rich B2B site that contained only original articles. When we introduced licensed content into the mix, users who visited an item of licensed content experienced a dramatic improvement: the bounce rate was 76% (vs. 88% on the rest of the site), the new ones 9X visitors spent, and KPIs between 4X and 6X.
4. You need more data on what your customers want.
The more you publish, the more data you collect. Which length of article is the most popular? Which imagery is the most effective? How are prospects and clients responding? What level of expertise resonates? Use the licensed content in combination with a metadata strategy to find out what your users are responding to (and, more importantly, what drives key conversions) This way, When you dedicate resources to creating original content, you have a clear roadmap of what works and a clearer picture of your customer journey.
5. Your high-end acquisition strategies are missing attention.
Savvy marketers know that even in the B2B world, prospects rarely scroll down social media in search of brand information. The top of the funnel ("awareness") is not necessarily a place where customers already have their wallets in their hands or even know they need a solution or product. Licensed content is an effective and scalable way to join conversations, create rights and compete in this affinity step. A strong conversion and development strategy then uses a combination of licensed and original content to attract potential customers into your funnel.
Still curious about how licensed content can boost your content marketing? Visit the site Licensed Content: The Definitive Guide for everything you need to know about the effectiveness and efficiency of marketing with syndicated content.
John de Guzman is the general manager of Content Marketplace at NewsCred.