How does the group think of content syndication? Good, bad, ugly. Also, in case you use it - how do you make the channel work? CPLs are good, but conversions are atrocious. Worse, I am tempted to think here that content syndication doesn’t lead to any conversion. They are just touches that happen along the journey of a deal that would have otherwise converted as well. We are talking about vendors like techtarget, thinkabm, demandscience, and all the other Pune based companies.

As far as I’ve done content syndication at zoho, I’ve seen very very very few first touch conversions. I would say they’re a waste of time and money. And I’ve done programs with techtarget and demand science. Only techtarget’s brighttalk gave us some good first touch conversions. I don’t want to talk about demandscience. I guess content syndication might work for very select industries. But not sure which ones. I personally would never invest in that again…

Ugly, period!

I think if you're able to build direct relationships with media companies, syndication can help being awareness. For example, I've worked closely with marketing profs, workweek, American Marketing association. Try to build a mixed approach of content syndication, email integration and events with these companies. It ends up being a lot more valuable.