Better Together: ABM Content Syndication + LinkedIn

By Josh Thomas

While high-quality content is king, distribution is queen. In today’s ever-evolving digital marketing landscape, just having stellar content isn’t enough. B2B marketers need to know how, when and through which channels to promote that content.

Twenty years ago, most marketers depended upon the “build it and they will come” strategy. However, in 2021 Google receives more than eight billion search queries daily and the internet has experienced a 50-fold growth of content and data in just nine years. This means you need to step up your game to ensure that the right content is getting in front of the right people.

The content created in today’s market can be the best and most creative thing available but if no one sees it then it doesn’t really matter. If you can’t get eyeballs on it through a proper distribution channel then you’re just spinning your wheels creating content. For this reason, many savvy marketers are opting to leverage account-based content syndication to get more traffic  deliver relevant content at the right time, which will help them develop a full pipeline of leads that are most likely to convert into revenue.

As many B2B marketers already know, LinkedIn is a driving force for marketing activity. It’s important to utilize it in your content distribution strategy or you could be left behind by the competition. So the question is, why is it important for all B2B marketers to be using account-based content syndication in tandem with LinkedIn?

Here’s everything you need to know.

The Value of LinkedIn for Cultivating Quality Account Engagement

Put simply, LinkedIn is one of the best social media platforms for engaging accounts across the buying committee. In fact, according to a Hubspot survey of over 5,000 organizations, LinkedIn was 277% more effective at visitor-to-lead conversion than both Facebook and Twitter. This makes the business networking platform essential for every  B2B marketer .

B2B professionals utilize the platform to showcase their work experience, while also finding relevant content and information to improve their professional lives. Currently, there are nearly 800 million members throughout 200 countries and territories across the globe using LinkedIn. These include C-suite personnel, board of directors, decision-makers, and influencers. This huge scale provides marketers that are trying to find personas in their target market with two main benefits.

First, LinkedIn isn’t cluttered with irrelevant personal information.  Members are mainly focused on their business and finding valuable resources to improve their job performance. This means that your marketing materials are less likely to be lost in the static of insignificant content.

Secondly, LinkedIn enables you to target your content much more precisely. Through integration, Madison Logic uses its proprietary Historical Performance Engagement Data to efficiently identify and prioritize accounts and personas across LinkedIn with the most intent to buy. 

What is ABM Content Syndication? 

Content syndication is the technique of strategically re-publishing web-based content on third-party sites. This enables you to get your content in front of other audiences who you might have otherwise missed, drastically broadening your reach over a short period of time. You can distribute a wide range of materials using content syndication, including:

  • Blog posts
  • Case studies
  • Infographics
  • Podcasts
  • Videos
  • Webinars
  • White papers

Account-based content syndication allows you to generate high-quality engagement with members of the buying committee across each stage of your sales funnel, driving conversion and revenue while reinforcing brand authority and awareness. 

By leveraging different types of content based on where an account is within their buying journey, marketers can ensure seamless delivery of the best content to support the audience with the information they need to complete they research and discovery of a new solution. 

How ABM Content Syndication and LinkedIn Work Together

 It’s important to keep in mind that account-based content syndication does not generate leads by itself. Instead, you should think of it as more like an introduction to a targeted account. Marketers need to keep that account engaged with additional content that is valuable and pertinent to them instead of just passing the baton to sales. 

Thankfully, you can find audiences that are already searching LinkedIn for what you have to offer, meaning that these prospects are already good candidates for becoming leads. This shortens the sales cycle, boosts conversion, and saves marketers time from having to sift through less valuable leads.

In order to efficiently leverage the power of lead generation on LinkedIn, marketers must have a clear understanding of their performance marketing data. This gives them an intimate understanding of who is most likely to engage with their content and decide to make a purchase. 

Madison Logic recently partnered with a Fortune 50 IT client to help them better understand the direct correlation between the value of LinkedIn and full-funnel demand generation. Before collaborating with Madison Logic, all of the company’s marketing units across all of their initiatives were very siloed. Madison Logic worked closely with the Americas and the global demand generation teams, which mainly focused on top-of-funnel activity and lead generation.

When Madison Logic built the LinkedIn integration for the business, there was an immediate interest across the entire organization. This was because of the overarching goal for these teams to have a deeper understanding and usage of social platforms. 

However, there were challenges in connecting the value of the LinkedIn portion of a campaign against the demand generation portion because the company previously had no unified data source in place. The client was trying to manually compare its account-based marketing LinkedIn reports, which were limited. Additionally, the company had difficulty demonstrating the value of LinkedIn engagement and clickthrough rates (CTR).

The real value that the ML Platform brought to the client was that they allowed them to look at LinkedIn performance metrics that were correlated to the same accounts and the same demand generation strategy. This was done while using similar messaging structures and having a single, scalable data set to use for analysis. Doing so helped the client clearly understand the value, performance, and ROI across those channels, including LinkedIn performance, as well as Madison Logic ABM Content Syndication syndication and ABM Display Advertising.

The company now has these solutions implemented across all of its demand generation strategies and is taking a full-measurement approach for all of Madison Logic’s channels, as well as LinkedIn. They are directly using that data to optimize and create content, in addition to coming up with future strategies. 

This approach also increased the client’s usage of LinkedIn for their marketing efforts, as opposed to using Twitter or Facebook. They saw that they were better able to hit target accounts in a more impactful way than on alternative social channels. The client was also able to financially quantify the value of this particular social space.

The client considers Madison Logic to be one of their most valuable tools. 

ABM Content Syndication and LinkedIn: A Strong Team

LinkedIn can boost your marketing efforts by getting your syndicated content in front of the eyes of the accounts and personas that will engage with it the most. It will also expand your reach, giving you more opportunities to garner interest and feed more high-quality prospects into your lead generation pipeline.

In order to get the most out of content syndication on LinkedIn, it’s essential to have a unified dataset in place to accurately measure and track performance, value, and ROI.

To learn more about how Madison Logic’s ABM Content Syndication and integration with LinkedIn can increase account engagement and accelerate the sales cycle for your best accounts, request your demo today.

Josh Thomas

Josh is the Vice President of Marketing for Madison Logic.

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