When used as part of a unified, multichannel account-based marketing (ABM) strategy, content syndication is a potent tool for B2B marketers to amplify reach, strengthen brand visibility and generate valuable leads. By maximizing the distribution and impact of content across various third-party channels and platforms, this targeted approach increases brand awareness to a wider audience of key decision makers.
Yet, despite its immense potential, evolving consumer expectations and stringent data privacy regulations continue to complicate content syndication strategies. While emerging technologies have made it easier to implement integrated syndication campaigns, marketers must demand more from content syndication providers by setting new standards that ensure regulatory compliance and more transparent practices.
Navigate A Changing Digital Landscape
Regulatory and consumer pressures around privacy have led to massive shifts in how personal data is obtained and used. Increasing data privacy concerns have led to a host of global laws and requirements — such as Europe’s General Data Protections Regulation (GDPR) and the California Consumer Privacy Act (CCPA) — that have transformed how businesses acquire, handle, and use audience data.
The public has also become increasingly concerned about the safety and security of their personal data as well, with the uptick in breaches and leaks. According to McKinsey research, 87% of consumers won’t do business with a company if they had concerns about its security practices, and 71% would cease doing business with a company if they had concerns about its security practices. As a result, brands must now not only ensure compliance with privacy restrictions or risk hefty fines but must also meet growing consumer expectations for their data protection at the expense of losing buyer trust.
Further complicating data accessibility is Google’s recent decision to allow users to control cookie acceptance. With Chrome currently representing over 50% of the global browser market and surveys indicating that 18% opt out of cookies daily and 70% use other methods like VPNs or clearing caches to protect their information, this shift impacts how brands capture and leverage user data at scale. Marketers will need to rethink their content syndication strategies, placing greater emphasis on consent, first-party data and the quality of engagement — all while navigating a more complex regulatory environment.
Collaborate With Data Providers Committed To Transparency Standards
Marketers looking to balance the increasing demand from buyers for more personalized experiences with stronger data privacy regulations and concerns must prioritize working with partners that adhere to high transparency standards.
Transparency in content syndication goes beyond simply adhering to regulations for user protection or compliance: It is essential for brands to ensure their content is placed effectively and delivering high quality leads. This is increasingly important as audiences become harder to engage in a crowded digital landscape. Syndication providers have long operated in a “black box” with opaque practices, offering little transparency into content placement or the language used when accounts engage. This approach is no longer sustainable in today’s market. The simple truth is that both brands and consumers deserve better.
Establishing a new transparency standard with key evaluation criteria is the first step at holding content syndication and lead generation providers more accountable for the role they play in today’s digital ecosystem.
Here’s what marketers should look for when evaluating the syndication partners they work with:
Data Accuracy & Audience Targeting
Providers must use validated data sources for first- and third-party data that is regularly updated and be able to demonstrate the accuracy and relevance of their data targeting methods.
Data Management
Secure and transparent data processes are essential, including the use of advanced encryption, strict access controls and regular audits to comply with data security standards.
Lead Validation Processes
A multi-stage validation process is required to ensure leads are accurate, relevant and compliant. This includes both automated and human verification stages with documented validation benchmarks.
Ethical Practices & Global Compliance
Commitment to global data privacy regulations and ethical standards is crucial, with proactive measures to address new privacy challenges.
Brand Safety Through Partner & Network Transparency
Clear visibility into the networks and partners involved in the content syndication process is necessary, including regular audits and performance metrics to ensure adherence to brand safety guidelines.
Audience Engagement & Business Impact
Providers must offer transparent reporting on audience engagement and demonstrate direct impact on business outcomes.
Effective data management and analysis is critical in ABM, requiring full visibility into how audience data is captured and utilized. By choosing partners who prioritize transparent practices, marketers can make more informed strategic decisions, optimize their investments and drive superior results.
Keith Turco is the CEO of Madison Logic, a provider of B2B data and account intelligence.