In the past few years, whitepaper syndication has emerged as one of the most successful and strong strategies that bring many benefits- including generating leads to expanding the awareness of the business.
To get the maximum advantage of this strategy, it is critically important to have a close watch on it. The performance and effectiveness of the strategy can be measured only appropriate metrics are followed.
When these metrics are tracked properly, then they can give very valuable insights into the effectiveness of the effort. It also helps you in making data-driven decisions to optimize the syndication initiatives of tomorrow.
Here, in this blog, you will have measures to know about the success of your whitepaper syndication strategy.
Before you go into the details of various measurement criteria, it is very important to know about the goals of the whitepaper syndication campaigns.
The goals may include things like expanded awareness of your brand, more engagement, enhanced website footfall, or more reach.
When you define the objectives correctly, it becomes easier to align the metrics with the desired outcomes.
Thus, you can evaluate the effectiveness of the effort more accurately. Once the goals are clear, then the journey is easy.
When your intention is to measure the success of the whitepaper syndication strategy, it is essential to identify and track the right metrics.
Some prominent metrics are conversion rate, Click-through rate or CTR, lead quality, website traffic, social media engagement, brand mentions, and so on.
When you focus on the metrics that you feel are most relevant to your objectives, you can gain incredible insights into the specific aspects of your campaigns that are bringing results to you.
What does it mean? It means up to what extent has your content reached and what is the visibility of that? In short, it is the measurement of the effectiveness of your content. You understand the exposure and visibility of the content across platforms and publications.
When you measure the impression and reach, you can assess the effectiveness of the distribution channel and then you can explore further opportunities for improvement.
This important measure is a barometer of knowing how effective your content is to drive a call to action. It measures the percentage of people who click on the content’s link or call-to-action clause.
Thus, you get an idea of which content pieces or distribution channels are bringing higher CTR. When it is known, you can optimize the strategy well.
What is the Conversion rate? It measures the percentage of visitors who take the desired action, such as they are making a purchase, subscribing to your newsletter, or they are filling out a form.
By tracking conversion rates, you can determine the effectiveness of your content in converting leads into customers.
When you evaluate CR, you can know about the bottlenecks in the conversion funnel. You can implement optimizations to improve overall performance.
We understand the importance of economy of scale, but to maintain profitability, it is equally important to pay attention to the quality of sales as well through a whitepaper syndication strategy. When you analyze lead quality metrics like lead-to-opportunity conversion rate or lead scoring, you can determine if the syndicated content is bringing high-value prospects or not.
With this info, you can prioritize, and nurture leads that have sufficient potential to turn into valuable customers.
As a marketer, you may not be concerned about nurturing or converting leads at times. Instead of it, you are more interested in building brand awareness by using thought leadership content, which establishes your company as an authority in the niche.
To calculate brand awareness, you can consider the number of downloads. Then, your marketing team may evaluate whether the number of people who saw the whitepaper, signed up for the webinar, or downloaded the e-book is satisfactory or not.
Inbound web traffic is a good way of calculating brand awareness. As a marketer, you can track whether there has been an increase in footfall after you implement a whitepaper syndication strategy or not. If yes, then it shows that the readers and viewers are interested in learning more about your company.
It is quite clear that different metrics offer different insights into the performance of the whitepaper syndication strategy. Some of them directly tie the marketing campaign to the buyer’s journey and sales in turn. Therefore, these metrics offer the most comprehensive overview of the success of the syndication strategy for your company. Measuring the success of your syndication campaigns is crucial because it can help in optimizing them further.
By tracking the right metrics, you can gain useful insights into the effectiveness of the campaign.