{"id":20809,"date":"2020-07-07T19:03:56","date_gmt":"2020-07-07T13:33:56","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=20809"},"modified":"2020-12-18T19:29:14","modified_gmt":"2020-12-18T13:59:14","slug":"content-syndication-in-salesforce-marketing-cloud-email-studio","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/content-syndication-in-salesforce-marketing-cloud-email-studio\/","title":{"rendered":"All You Ever Wanted to Know About Content Syndication in Salesforce Marketing Cloud Email Studio"},"content":{"rendered":"\n

Consider this scenario:<\/p>\n\n\n\n

You worked really hard to create a great piece of content for your website, blog or email newsletter.<\/em><\/p>\n\n\n\n

You spent hours researching the topic, reached out to your audience asking for their preferences and even hired a proofreader to ensure that all your <\/em>\u2018Is\u2019 were dotted and all your <\/em>\u2018Ts\u2019 crossed. So far, so good! But a few days after posting your content or sending your email, you log into Google Analytics to check the \u2018performance\u2019 of your masterpiece. And you get a shocker \u2013 the numbers are way lower than what you expected!<\/em><\/p>\n\n\n\n

What happened?<\/p>\n\n\n\n

Did your readers not like the content? Did it not resonate with them? Was it poorly researched, designed or implemented?<\/p>\n\n\n\n

In all likelihood, the quality of your content was not the issue.<\/p>\n\n\n\n

The issue was that your content did not reach the right type or number of readers.<\/em><\/p>\n\n\n\n

In other words, your content could have<\/em> reached thousands of potential readers, but because they didn\u2019t even know that your blog or website exists<\/em>, it didn\u2019t<\/em>.<\/p>\n\n\n\n

One way to get around this challenge is through content syndication<\/em>.<\/p>\n\n\n\n

With syndication, authors can get their content published on well-known websites to bring more traffic to their own site, increase their readership and even establish themselves as thought leaders in their industry.<\/p>\n\n\n\n

But content syndication is also extremely useful for Email Marketers.<\/strong><\/p>\n\n\n\n

By utilizing syndicated content in your email campaigns, you can:<\/p>\n\n\n\n

\u00b7         Reach a larger and more targeted audience<\/p>\n\n\n\n

\u00b7         Achieve greater brand exposure and generate more leads<\/p>\n\n\n\n

\u00b7         Strengthen your brand by lowering the chance of sending irrelevant content to the wrong audience<\/p>\n\n\n\n

With Salesforce Marketing Cloud<\/em> (SFMC) and Email Studio<\/em>, all these benefits can be achieved seamlessly and at low cost. And in this guide, we will show you exactly how!<\/p>\n\n\n

\"Our<\/a><\/div><\/div>\n\n\n\n

But before diving into content syndication in Email Studio, let\u2019s understand the basics, starting with…<\/p>\n\n\n\n

What is Content Syndication?<\/strong><\/h2>\n\n\n\n

In simplest terms, content syndication is when web-based content is republished on some third-party website. The original creator gets exposure and publicity for their brand, plus backlinks to their own website \u2013 often for free \u2013 while the third party gets free, relevant content for their website without needing to spend its own resources (usually time and money) to create it from scratch. A win-win \u2018barter\u2019 system for the digital age!<\/p>\n\n\n\n

Virtually any kind of digital content can be syndicated:<\/p>\n\n\n\n

\u00b7         Blogs<\/p>\n\n\n\n

\u00b7         Long-form articles<\/p>\n\n\n\n

\u00b7         Videos<\/p>\n\n\n\n

\u00b7         Infographics<\/p>\n\n\n\n

\u2026and lots more.<\/p>\n\n\n\n

You can even syndicate content for your Email Marketing campaigns<\/a> using SFMC Email Studio!<\/p>\n\n\n\n

Content syndication is not a new concept. In the pre-Internet age, large newspapers and magazines sometimes printed syndicated content provided by smaller publications or freelance writers. The former got more content for their media, while the latter were able to reach a wider audience with their writings.<\/p>\n\n\n\n

Content Syndication in Email Marketing with Salesforce Marketing Cloud Email Studio<\/strong><\/p>\n\n\n\n

Now that we have the basics covered, here’s how to do content syndication in Salesforce Marketing Cloud Email Studio.<\/p>\n\n\n\n

Salesforce Marketing Cloud (SFMC) is an integrated, intelligent, cloud-based solution for developing robust digital marketing campaigns across multiple customer touchpoints including email, social media and mobile. Email Studio<\/em><\/a> is a robust Email Marketing tool within the SFMC platform that provides a powerful suite of easy-to-use features including the ever-popular Content Builder<\/a><\/em>. Marketers all over the world rely on Email Studio to create sophisticated, personalized and automated email campaigns with engagement-worthy original content to promote customer interactions and build their brands.<\/p>\n\n\n\n

But did you know that Email Studio can be used to syndicate content in your Email Marketing campaigns?<\/strong><\/p>\n\n\n\n

With Email Studio, you can include content in your emails directly from outside sources. All you have to do is specify a path<\/em> to that content with a URL instead of the content itself. The URL can be a text file, HTML code or CGI script \u2013 basically, anything you can access with a web browser. The system accesses the path to get that content and then includes it in your email. Simple!<\/p>\n\n\n\n

Email Studio provides a cost-effective, easy-to-use way to include relevant syndicated content in email campaigns that will resonate with the audience and help build the brand\u2019s authority.<\/em><\/p>\n\n\n

\"Let<\/a><\/div><\/div>\n\n\n\n

How to create content syndication in Email Studio<\/h2>\n\n\n\n

Step 1:<\/strong> On Email Studio\u2019s text editing screen, select External Content<\/em> from the Insert menu<\/p>\n\n\n\n

Step 2:<\/strong> Enter the URL of the external content you want to populate in the content area<\/p>\n\n\n\n

Step 3:<\/strong> Click when<\/em> to retrieve the content<\/p>\n\n\n\n

               i.      Immediately:<\/em> to get the content from the path as soon as you click OK<\/p>\n\n\n\n

             ii.      When email is sent:<\/em> to retrieve the content when the email for sending is processed<\/p>\n\n\n\n

If you selected (ii), go to Step 4.<\/p>\n\n\n\n

Step 4:<\/strong> Choose a retrieval option<\/p>\n\n\n\n

               i.      Subscriber level: <\/em>evaluates the content to include for each subscriber<\/p>\n\n\n\n

             ii.      Email level: <\/em>accesses the URL once at the beginning of the email send and includes the content for each email<\/p>\n\n\n\n

            iii.      Post-send level<\/em>: accesses the URL after the email has been sent<\/p>\n\n\n\n

How to choose the right retrieval option <\/p>\n\n\n\n

\"Choosing<\/figure>\n\n\n\n

If you selected (i) or (ii), go to Step 5.<\/p>\n\n\n\n

Step 5:<\/strong> Indicate what to do if the call returns empty content<\/p>\n\n\n\n

              i.      <\/strong>Continue: <\/em>enables the system to proceed as normal<\/p>\n\n\n\n

            ii.      <\/strong>Stop the email send:<\/em> prevents the system from processing any more emails and puts the send in \u2018error\u2019 status<\/p>\n\n\n\n

          iii.      <\/strong>Skip the subscriber and continue email send <\/em>(only available with subscriber level retrieval): processes the rest of the send as normal<\/p>\n\n\n\n

Step 6:<\/strong> Click OK<\/p>\n\n\n\n

Which commands to use for Email Studio Content Syndication in the API<\/strong><\/h2>\n\n\n\n

Here is a quick lowdown on commands to use for content syndication in the API.<\/p>\n\n\n\n

Command #1: HTTPGet<\/em><\/p>\n\n\n\n

Use this command to include subscriber-specific content in each email within the campaign. Include it in the email body to pull content at the specified URL at the time the email is sent.<\/p>\n\n\n\n

Syntax<\/em>: %%httpget “URL”%%<\/p>\n\n\n\n

Command #2: HTTPGetWrap<\/em><\/p>\n\n\n\n

Include this command in the <a> tags of links in the syndicated content to track the links that appear in the content pulled into your emails.<\/p>\n\n\n\n

Syntax<\/em>: <a href=”httpgetwrap|URL”>Click here<\/a><\/p>\n\n\n\n

Command #3: Before;HTTPGet<\/em><\/p>\n\n\n\n

Include this command in the email body (in each email in the campaign) to pull content from the specified URL once at the beginning of an email send when you don’t need the content pulled separately for each instance of the email (i.e. when content is not<\/em> specific to each subscriber).<\/p>\n\n\n\n

Syntax<\/em>: %%before;httpget “URL”%%<\/p>\n\n\n\n

Command #4: After;HTTPGet<\/em><\/p>\n\n\n\n

Include this command at the end of an email definition to perform an action once at the end of an email campaign or to provide notification to your CRM or CMS system that the email send is completed.<\/p>\n\n\n\n

Syntax<\/em>: %%after;httpget “URL”%%<\/p>\n\n\n\n

Useful Tips for Successful Content Syndication in SFMC Email Studio<\/strong><\/h2>\n\n\n\n

Sometimes errors may happen when you are trying to syndicate content in SFMC Email Studio. Here are some tips to minimize these errors and ensure successful content syndication for your Email Marketing campaigns:<\/p>\n\n\n\n

\u00b7         Use AMPscript<\/em> to pre-validate the values being used before executing the content syndication call, and prevent data-related issues<\/p>\n\n\n\n

\u00b7         For best results, use the same character encoding as the websites from which you syndicate content<\/p>\n\n\n\n

Here are some tips to find the best content syndication partners:<\/strong><\/p>\n\n\n\n

\"Tips<\/figure><\/div>\n\n\n\n

\u00b7         Look for publications that have a readership that\u2019s similar to your buyer persona<\/p>\n\n\n\n

\u00b7         Avoid publications with low authority and\/or spammy outbound links<\/p>\n\n\n\n

\u00b7         Make sure you use high-quality content only, otherwise your syndication strategy will backfire
<\/p>\n\n\n\n

Wrap Up<\/strong><\/h2>\n\n\n\n

Content syndication in Email Marketing is a great way to serve readers fresh and relevant content right within the email body. As far as the design is concerned, you can always hire a Salesforce template specialist<\/a> to ensure nothing goes wrong on that front. This way, your readers won\u2019t leave to find it elsewhere, which means that they will engage more with the email and thus with the brand.<\/p>\n\n\n\n

Make content syndication work for your Email Marketing campaign as you boost your brand\u2019s awareness! All you have to do is, i) find the right content syndication partner(s), ii) find the right kind of high-quality content, and iii) follow the step-by-step process we have explained in this guide.
<\/p>\n","protected":false},"excerpt":{"rendered":"

Consider this scenario: You worked really hard to create a great piece of content for your website, blog or email newsletter. You spent hours researching the topic, reached out to your audience asking for their preferences and even hired a proofreader to ensure that all your \u2018Is\u2019 were dotted and all your \u2018Ts\u2019 crossed. So […]<\/p>\n","protected":false},"author":1,"featured_media":20813,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1158],"tags":[],"class_list":["post-20809","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-salesforce-marketing-cloud"],"yoast_head":"\nAll About Content Syndication in Salesforce Marketing Cloud Email Studio<\/title>\n<meta name=\"description\" content=\"With Content Syndication feature of Email Studio, marketers can avoid typing in the mail by including content from outside sources. 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