The overall purpose of this content is still to transform readers into cust omers but now the emphasis is on creating trust and engagement rather than simply driving people to a web page and hoping that the design of that page will do the rest. In terms of lead generation, for example, web content syndication is used to turn sales leads into definite sales prospects. Whitepapers, guides and other thought leadership pieces on how to perform certain common tasks or overcome pain points might be sent out promoted. If the information engages, the target might then respond directly to it.Normally, by filling out a survey or questionnaire or by replying with a click, where directed, with information about his or her own. At this point, the target is thought to have changed from a sales lead into a sales prospect. He or she is proving that they have an active engagement with information directly related to the product or service area in which the client marketer is working. The bait is set on the hook, the fish is circling and it is now up to the marketer to bring it in. The act of engagement with this kind of information is seen in much the same way as a double agreement (normally, referred to as a double opt-in) through email or website sign up.
A double agreement happens when a primary action sets the actor up for inclusion in a database and a secondary action confirms that this was, in fact, his or her true intention. The most common format for the double agreement runs as follows. A decision maker within a business makes a purchase or signs up to a useful site and by completing either purchase or sign-up, implicitly or actively agrees to be sent relevant future information. He or she is then sent an email to the email address that he or she has provided asking him or her to confirm that he or she wishes this action to complete. The act of confirming, usually by clicking on a link within the confirmation email, activates the process that will see his or her contact details end up in a database of sales leads. It must, of course, be noted that some signups require a confirmation link to be clicked before the service originally required is also activated. In these cases, the double acceptance loses its virtue.