For your second question - the answer is yes! It is especially easy if you have a ProductID or some variable that you can insert into the Syndication snippet. That way you can reuse the same code for many different product pages without having to create it separately for each if you can pass that variable from the page somewhere.
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One of the biggest struggles in Marketing is getting people's attention. Getting someone to fill out a form is more and more challenging because people are constantly being inundated with new offers, posts, or blogs. Syndication can help solve this problem by taking content that people are already engaging with in a Community and sharing it to the general public. Microsoft just did this around the very popular topic of Remote Work.
How to get the 4-millionth blog about Remote Work noticed in April 2020
Microsoft is a key leader in remote work, and not just because they are the #1 provider of productivity software in the world. However, with literally every media outlet and company talking about remote work right now, it is hard for even Microsoft to get content to stand out. So they came up with an innovative strategy to combine their vibrant, multi-million user community with their own internal experts to produce content that would get noticed. By showcasing discussions that helped drive new ideas right alongside the content that describes them, they were able to validate the value of the content because everyone could see that thousands of their peers were helping to build it!
After launching a Community Hub dedicated to Remote Work in the Microsoft Tech Community where people can ask questions and share best practices about working from home, they took the most active discussions and turned them into a series of webcasts and guides. Once they had a good amount of content on the topic, they created a landing page for customers and prospects to find and subscribe to the latest information. Finally, to close the loop completely, Microsoft syndicated the most recent discussions from the community group into the landing page to help people continue the conversation, ask questions, and see what else people were saying.
Measuring the Impact
And the idea is working. Engagement and traffic are up, and it is leading to more conversations in the community. And one of the best parts is how easy it is to iterate once the content and the discussions evolve! Making it an interactive experience helps provide that context to casual observers who may be interested in the title, but are hesitant to fill out any forms.
When syndication works well, the effort is felt both on the community and where it is syndicated. Increasing engagement and traffic to the community and increasing the conversion rate on the marketing materials. It is a bit too early to give any metrics on conversion rate, but in eCommerce adding user-generated content like reviews or questions increases conversion rate between 160 and 300%!
The Microsoft example highlights a coordinated effort to align strategy between broader marketing and community teams. However, this is easier said than done for most companies where the two teams may meet rarely, if ever. A simpler way to get started is to take existing Marketing content and look for where questions are asked of the audience. Then, take those and copy the exact same questions in your community. When people answer, you could take that to the Marketing team and tell them you could syndicate that discussion onto the existing landing page (the page where the form to download is) very simply with Community Syndication. Easy!
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What Brian said about impostor syndrome is legit - I hate talking about my own stuff. With that said, I love learning about what everyone else is working on/how they are innovating, so it's the only way to keep that cycle going - Got to give a little to be able to keep taking. I throw out so much stuff I type out though and never end up submitting to places, it's horrendous - On a personal level I do my best to catch myself and not do that, which translates to more bluntness/transparency in things than I intend, but eh, is what it is 🤣 In our Community we have a Best Practices section - It's really just that - A place to highlight Best Practices from our users, partners, employees. It's a mix of tips and tricks, how-to's, and general cool stuff that doesn't necessarily fit into our 'help' site, but different ways to extend our own platform. Articles come from literally everyone - end users, model builders, partners, internal employees, our own product managers, etc. We try to maintain a good relationship with all the various stakeholders internally and they themselves will encourage our customers to bring stuff into Community - For us, it's a selling tool as much as a support tool as much as a Community piece to tie folks together (Our community is public/open) - So our internal teams see the continued benefits by adding more content into there, they can better support their customers, who they then in turn encourage to write articles, which is then used as just more examples of how customers are able to solve any/all use cases with our platform and that we have a helpful active community, which is used by our sales team to get more sales, which triggers new use cases and Best Practices to be written. Which means our Community team looks awesome by adding all of this content, when all we really did was say "Hey CS/AE/SA person, please write up what you did when finished up on your next cool project" and poof, we got content. A lot of users who submit into our Best Practices do like the love they get from it - They can share it on Linkedin, they get their name out there, they are becoming an expert in their field. For our platform, it's growing crazy fast - Smart folks know that having your name attached to an article on our site is a resume mark - It will put them ahead of everyone else. It's a way to set yourself apart from the crowd. For others, they just like to share their knowledge/participate/give back, and actually hate the recognition. I want to say we have had to ghost write articles for folks who don't want their own name out there - They just don't want the 'recognition' that comes with it - It's meaningless to them but they don't want their knowledge to go to waste. Final thought specific to Khoros: Where is the Khoros PS team in all of this? Why are they not writing out 'true stories' of everything they are working with customers on? Why are they not sharing their own Best Practices of how they are levering/integrating the Khoros platform with all of your customers? I'll say it again, Khoros team in general is doing tremendously more in being active in the Atlas, but that's the next steps - Start showing us how you are building stuff, what you are thinking going into general engagements, the thinking behind problems/solutions, etc. I'm not talking about "marketing" material to use pre-sale, but actual engagements, retro summary type of recap. What worked/what didn't work/what could be done better in the future. Start seeding content/giving examples, and the rest will (maybe) follow!
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