With a strong foothold in the B2B publication and higher education markets, the next natural step for Stamats is content marketing. For decades, we’ve worked with organizations that are industry thought-leaders, from facility managers and meeting planners to marketing executives at prestigious colleges and universities. While diverse, these organizations have two things in common:
- They all have stories to tell
- They often need guidance and support to deliver return on investment and conversions
In response to these common needs, we are now offering a more lucrative and evergreen strategy to drive business results for clients: content syndication.
Content syndication is a form of content marketing in which our clients speak directly to our robust audiences in digital and print through product- and thought-leadership focused articles, webinars, podcasts, videos and social media posts.
Content Marketing Strategy + Time Savings = ROI
Today’s audiences are looking for product expertise and educational information that will help them grow as professionals. Together with the strategic advertising programs our clients rely on year over year, we empower clients to glean more views and actionable engagements over time than ads alone.
Content syndication is an effective lead generation and revenue-earning strategy. However, it is a lot of work, and we know that many organizations, even when fully staffed, are hard-pressed for time to do more. Our content team alleviates this effort while allowing clients’ to reap the benefits in three distinct ways.
1. We help clients move faster in the digital space
Today’s savvy meeting planners, interior designers and facility managers desire a constant source of information to stay on top of industry news and best practices. We create content to cover trending news, such as a new facilities-relevant amendment for inclusive restroom signage and design, as well as tips for professionals, from professionals.
This content is published on our three websites: Meetings Today, Buildings and interiors + sources. Our sites and their monthly print editions are accessed by tens of thousands of relevant buyers and industry professionals each year – a substantial leg up for our advertising and content marketing clients.
Clients and PR firms can submit their own content for cost-effective syndication, or let us do the heavy lifting by collaborating with their subject matter experts directly to implement digital best practices and create content based on new services, trending products or industry news.
2. Repackaging content and trying new trends
Digital moves quickly, and it is also alive; whereas you get one shot to use a print piece, digital content can be edited and updated so it’s always current. Then, that content can be repackaged and syndicated to the right audience at the right time in the lead generation and purchasing cycle. We follow the Create Once, Publish Everywhere model, in which we deconstruct cornerstone content and strategically disseminate it across platforms – webinar content might become syndicated digital articles, a podcast, email content, social media posts or all of these, based on the client’s goals and preferences.
Digital also provides the opportunity for clients to try out new and unique content channels. For example, we ventured into virtual reality and 360 video in 2018, developing processes that led to seamless production and delivery for clients.
3. Being transparent
Transparency is vital in today’s integrated market. In both print and digital, our team helps clients report the facts alongside the opinions of subject matters experts to present client organizations as thought leaders with a firm grasp of important happenings in the industry.
Our writers, strategists and sales teams collaborate to produce content and packages that suit the ever-changing needs of our clients and their potential buyers. Rather than selling ad space alone, we are working toward more strategic partnerships to address client-specific and industry-specific needs with content syndication.
Print ads are not obsolete , as our clients can attest. That said, organizations must continue to look ahead and evolve to the changing needs of their own clients: more relevance, more digital, more thought leadership. For print advertisers, that means moving toward delivery of actionable digital content that resonates with audiences and keeps them coming back for more over the long term.