How to Run a Content Syndication Program That Works with Steve Piper of CyberEdge Group
Episode Summary:
Content syndication has earned a mixed reputation among cybersecurity marketers.
Too often, programs generate large volumes of leads but little measurable pipeline. Sales teams question lead quality, marketing teams question whether the right buyers are being reached, and both sides wonder whether the investment was worth it.
Steve Piper has been in cybersecurity marketing for over 30 years and has heard every version of "we tried content syndication and it didn't work." His response is always the same: you need to set clear expectations on what content syndication programs do internally, ask content syndication vendors the right questions and build protections into your contract, and build nurture programs for the leads created from content syndication.
On this episode, Steve sat down with Gianna to talk about what content syndication is, what a good program looks like, and what to get into your contract before signing to make sure that you have success!
New to CyberEdge? They have a summer promotion running through August 31st. First-time customers get 25% off their first campaign with a minimum of 300 leads, and every campaign gets 10% bonus leads. Visit cyberedgegroup.com to get started.
About Steve:
Steve Piper is the Founder and CEO of CyberEdge Group, the largest marketing and research
firm dedicated to serving cybersecurity marketing teams. He is also the Editor-in-Chief of Security Buzz, a leading cybersecurity news website.
Steve is a CISSP-certified analyst, author, and speaker with more than 30 years of experience.
When he's not helping cybersecurity marketers drive growth, Steve enjoys playing poker and boating along the Intracoastal Waterway in Fort Lauderdale.
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Follow the Host:
- Gianna Whitver on LinkedIn
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