The practice of publishing your exclusive content online on a third-party platform in order to reach a broader audience is known as content syndication.
Content syndication is a growth marketing strategy that can be utilized to achieve a range of objectives. Fundamentally, you can increase reach; but, the key to effective content syndication is to select platforms that can link you with an audience that is ready to make a purchase decision.
This is when content syndication turns into performance marketing.
When it comes to syndicating content, these platforms might adopt a variety of options.
They have the option of:
• Publish the work in its complete again.
• Reduce it to a shorter segment.
• Feel free to post a brief excerpt from the original.
The original publishing site receives credit, but syndication helps both parties: the syndicate receives new material, and the business that developed the original content gains access to a new group of prospective consumers.
Who Can Benefit from Content Syndication?
- If the correct syndicate and audience are available, almost any business may benefit from content syndication.
- Businesses that are currently producing significant and innovative thought leadership material, on the other hand, are best positioned to profit instantly.
- B2B technology companies are frequently in the situation of having great content but no established audience to consume it.
Why Use Content Syndication?
If you have excellent content but aren’t reaching a huge audience, you should concentrate your efforts on expanding your reach. Without an audience, content marketing is a waste of time and money.
Syndicating your material to a third party can help you make better use of it by putting it in front of the individuals you want to attract as clients.
There are also content syndication systems that may assist firms in not just spreading awareness within a core audience, but also establishing themselves as thought leaders.
Through the use of purpose and account-based marketing techniques, the top campaigns will produce leads and increase their bottom line.
Content syndication is only the first step in engaging with prospective customers.
There are several other advantages. Because connections from reputable websites suggest a high degree of quality from your content, syndication may help boost organic and referral traffic to your online businesses.
When content syndication is so closely aligned with performance, it becomes a powerful tool for:
- Proving to Business Leaders That Content Drives Value
Syndication connects the perceived and real value of content as a lead-generating technique. There is no better or faster approach to demonstrate the business benefit of intellectual leadership.
- Achieving Revenue Goals
Content marketers are mostly judged based on their ability to produce revenue for their companies. Through thought leadership, content syndication generates genuine, measurable income while also making it much easier to trace revenue to specific pieces of content or campaigns.
- Connecting with a Larger Audience
Content marketers are artists who want to connect with their audience. Content syndication is a method of ensuring that content gets viewed by people who can recognize its worth. Marketers may boost brand awareness and stickiness by expanding their reach.
How Does Content Syndication Work?
There are several businesses that offer content syndication as a service. For most aspects, the procedure is the same. These businesses work on a cost-per-lead (CPL) basis.
They modify targeting for each campaign in order to provide content to the most appropriate audience. Typically, the higher the CPL, the more specific the targeting. The aim with any partner should be to test their skills by beginning with a limited budget, then evaluating and repeating to optimize outcomes. The finest partners will assist you in completing that task and will utilize their skills to help you avoid risk and maximize profit.
Many syndicates do not offer any kind of service support. The industry, on the other hand, is changing. Content syndication-enabled growth must extend beyond publishing.
Intent marketing and account-based marketing strategies make use of the reach that content syndication gives.
- Earned Syndication – Syndicated content is used as the foundation of several blogs and news organizations’ editorial output. As a content producer, all you have to do is contact the publisher and ask if they are interested in republishing their work.
- Social Syndication – Two businesses agree to promote each other’s content on their respective social media platforms through social syndication. This is another simple strategy because posting on social media needs little effort and most businesses have connections to peers and partners who are prepared to cross-promote.
- Co-Marketing – This is when two or more businesses work together on a combined promotional campaign. Everyone contributes to the work of developing and promoting a piece of content, and then everyone shares any leads created via co-marketing.
Where Should You Syndicate Your Content?
The strategies you employ will decide the effectiveness of your content syndication approach, just as they will affect the success of any other marketing strategy.
The first step toward achieving your syndication objectives is identifying the source of your content. This will most likely be your own content, but content from other sources (such as a business or executive LinkedIn profile) is also effective and appropriate.
For example, Search Engine Journal permits guest bloggers to syndicate their content as long as they wait two weeks from the date of publication.
Look for specialist content syndication players who have a track record of assisting their clients in achieving the best potential outcome.
Types of Syndication Outlets
Consider syndicating your material across other platforms or networks to broaden your potential audience reach.
- Multi-Author Publications – Several multi-author publications acknowledge syndicated content and allow you to republish complete or partial articles as well as correlate your blog’s RSS feed. Social Media and Business 2 Community Today, there are two major business-related syndication platforms.
- Blogging Platforms – Users of blogging platforms can create their own blogs on the platform’s website. They are an excellent alternative for syndicating material because they have their own built-in audiences and you can control the volume and cadence with which you post.
- Syndication Networks – Information syndication networks assist you in promoting your content by distributing referral links across their network of blogs and news sites. Many syndication networks collaborate with trustworthy websites and can assist you in getting your content in front of a large audience.
- Social Networks – Most of the other major social media networks, like Facebook’s Instant Articles and LinkedIn’s Publishing Platform, allow you to post your content straight to the platform. These are excellent possibilities since you will have access to content discovery capabilities and statistics, as well as the ability to optimize your articles for social sharing.
When Should You Republish Your Content?
Content syndication should be a consistent element of your growth strategy. Businesses should consistently be on the watch for new techniques to attract high-quality visitors to valuable content and create leads.
Timing is everything.
If the content was first published on a platform owned by you, you should wait to syndicate until the original version has been indexed by search engines. Depending on your site’s authority, you may even want to wait for the material to rank high before syndicating it.
This is due to the fact that if you syndicate to websites with much higher authority, your syndicated version can quickly outrank the original. As any brand marketer will tell you, maintaining and developing your brand authority is important.
Even in the early phases of your content marketing initiatives, content syndication is the quickest approach to make your material work for you. Not only does this produce income and have a direct influence on your company’s bottom line, but it also builds long-term and continuous equity by elevating your brand.
Reward your effort in content marketing with an audience that recognizes its worth and can add value to your company.