Content syndication services
LeadScale Services runs content syndication programmes on your behalf. We work from a specification agreed with you, organise publishers to deliver against it and check the records that respond before they reach your CRM.
LeadScale manages the syndication programme from publisher sourcing through to delivery. Your requirements are set out in a specification, publishers propose against it, and LeadScale Services works with you to agree the publisher mix for the programme, from our recommended list or partners you already use. Responding records are then checked on the LeadScale Engine™ before the records that meet the programme requirements are delivered into your systems.
What you are buying
Content syndication can mean different things. Here it means a lead-generation programme in which publishers put your content in front of an agreed audience and generate responses from people who choose to access it.
LeadScale Services runs that programme for you. Every publisher is named, with acceptance and rejection rates for each.
At the start, the audience, the information a record needs to contain and the criteria it needs to meet are written into the programme specification. That specification gives the publishers something concrete to propose against and gives LeadScale and the client a common basis for deciding what should be delivered.
This is a narrower service than managed lead generation, which can bring several different sources together in one programme. Content syndication is the source being managed here. Email nurture can be added to a content syndication programme, so we plan the two together.
From your specification to the publishers
Once the specification is in place, LeadScale asks publishers to propose against it.
The publishers are the businesses that own the sites where the content appears. Our recommended list has more than 100 publishers, and we add any other on request. LeadScale Services assesses the proposals, brings suitable publishers forward and works with you to agree the mix used for the programme. Every publisher we recommend is reviewed for how it sources data, captures consent and qualifies leads, and we re-audit each one every two years. LeadScale then manages those suppliers while the work is running.
That matters because the publisher is responsible for generating the response, while LeadScale remains responsible for running the programme against the specification you have set with us.
The specification also follows the record after somebody responds. It is not only a buying brief for the publisher; it determines what LeadScale checks before a record is delivered.
What reaches your CRM
When somebody responds to the content, their record is processed on the LeadScale Engine.
The programme can check contact information including the person's name and email address, phone number and postal address. It also applies the criteria in the programme specification. Every lead goes through four quality checks: data hygiene, contact verification, spec and duplication, and human verification, finishing with a review by one of our team. On business contacts, a person checks the role and company are real and current. A contact record can therefore contain workable contact details and still fail the requirements of the programme.
Records that do not meet the required checks or criteria are not delivered. ~25% of publisher records fail our checks before a client is billed for them: average across LeadScale programmes.
The Engine also identifies duplicates and repeat responses and applies the rules set for the programme.
Records that pass can be delivered to your CRM or marketing automation platform. Marketo, Eloqua, HubSpot and Pardot are among the systems LeadScale works with. Other workflows can use file transfer, API or a configured integration.
People who download your content can also keep seeing your brand on LinkedIn, where we retarget verified leads from the programme. The same checked contacts can be reached with native and display campaigns.
For the technical flow, see lead validation. The buyer guide to lead checks covers the four checks and how failures are handled.
What happens to the data
A record created through the programme carries information about where it came from. That includes its source label, timestamp, lineage and consent audit trail.
Those details stay with the record as it moves through the Engine and into the destination agreed for the programme.
The receiving team gets the record and the information captured with it.
Content syndication results
1.7x lead conversion against a long-standing incumbent, in the client's own measure. Global CRM platform.
$240k pipeline from one $30k campaign, with a 93.8% MQL rate. Fintech platform, via a digital agency.
Frequently asked questions
Who supplies the leads on a content syndication programme?
The suppliers are publishers: the businesses that own the sites where your content appears. LeadScale Services asks publishers to propose against the programme specification and works with you to agree which publishers are used for the programme. For content syndication bought as one line and priced the next working day, see LeadScale ONE.
Who decides what a lead has to meet?
The programme runs to a specification agreed with you before it starts. That covers the audience, what the record needs to contain and the criteria applied before delivery.
What happens if a record does not meet the programme requirements?
It is not delivered into your CRM or marketing automation platform, and you are not charged for any lead that fails our checks. Where a record can be fixed, such as when someone has changed job title, we correct it.
How is content syndication different from managed lead generation?
Content syndication is one source of lead-generation responses: publishers promote your content and generate records from the people who engage with it. Managed lead generation is the broader service for programmes that use and manage several sources together.
Can syndicated records go directly into our CRM?
Yes. Records can be delivered through a configured integration, API or file-based route, and leads are mapped to your fields. The appropriate route depends on the systems used for the programme.
What does content syndication cost?
Content syndication is charged as a cost per lead, agreed up front for your specification. You pay only for leads that pass our checks, with no retainer, set-up fee or minimum spend. The discovery call is where we can discuss the commercial model alongside the audience, specification and delivery requirements.
Discuss your content syndication programme
If you already know the audience you need to reach and what a useful response should contain, bring that to the conversation. If the requirements still need working through, start with what your sales team needs to receive.