Gone are the days when you could write one keyword laden article and post it in various article directories to appear in the search engine top ten listing. Thanks to various Google updates recently content distribution is now a tough game that needs strategy and planning.
The way out is content syndication. Most digital marketing agencies now reach an agreement with third party sites to promote your content. Search engines distinguish between duplication, which they view as unnecessary cluttering of the internet and what they call syndication.
Content syndication is a very effective way used by digital marketers and for brands to drive traffic back to their own site.
What is content syndication?
In simple words, it is the process of republishing your online content on a third-party platform aiming to attract a larger audience. A lot of digital marketing agencies use this strategy which is also known as a growth marketing strategy to achieve a goal. This way, third-party gets free and relevant content for their website, and you get the potential reach. Content syndication has been in the media industry for a long time. Before the internet, large publications syndicated content provided by small publications or freelancers, and they both benefitted.
There are many approaches to content syndication in digital marketing, such as:
- Publish the entire work
- Edit it and publish a shorter piece
- Or, use a small part from the original content.
The credit is provided to the original publishing location, but it benefits both the parties-as creator get the potential reach, and syndicate get the content.
How to effectively start content syndication?
- Republish your content on websites with the best performance, more readers and high authority. It helps in boosting reach and brand awareness. Even though the content will publish on a third-party platform, and there are fewer chances of people visiting your website, brand awareness still has an important role to play here when publishing with recognized publishers.
- Syndicate content to more niche-based websites if you want more focused audience reach. Publishing your content on websites similar to yours allows you to provide some contextual links which can redirect them to your website. This way visitors can discover more content on your website and generate leads.
- Start guest posting, if you are someone who is a well-established writer, guest posting can come handy. Later you can re-publish it on your blog or LinkedIn. It’s definitely not the most suggested option if you’re just starting of, because it is less likely for big publications to choose your fresh content piece, even if it’s extraordinary.
- Choose web content syndication partners, there are many websites open for content. As a digital marketing agency, we often use these platforms for content syndication. BuzzSumo, Ahrefs, SEMRush, Taboola, Outbrain etc. to name a few. These websites are paid, as well as unpaid; they popularly publish marketing content on their websites, so anyone can manage to republish content on these websites.
- Be consistent with your content syndication many digital marketing agencies do content syndication on an ongoing basis to create more effectiveness and impression. It also leads to becoming a regular syndication partner with big publishers and networks. Republishing once a month or whatever suits your arrangements can help in achieving goals faster.
In today’s marketing scenario, content syndication is one of the most effective marketing strategies for a digital marketing agency. Here are some of the reasons, why?
- Extended audience reach- Digital marketing’s one of the most essential aspects is audience reach, and content syndication helps you find a loyal audience base with better exposure. If your content quality is great you can generate higher engagement rates and valuable opportunity to target new audience and demographics.
- Stable online presence- If you are syndicating content regularly, it becomes easy for the audience to access it digitally. Also, if the content is relevant to your audience, it helps in creating a nurturing cycle. Republishing on niche-based websites with already well-established authority can help to raise brand awareness and what you can offer.
- Website traffic- There are different goals for different businesses that they want to achieve via content syndication. But generating quality content is one of the top priorities among many marketers. If you can drive relevant traffic to your website via engaging content chances are people will want to explore more about you or your business. Content syndication helps in generating organic traffic. The fact that it’s republished by an authoritative website means it has some value and interest in it for their audience and this can eventually lead to improved Google ranking.
- Keeping your customers informed- There are four types of content advised when it comes to content syndication strategy: 35% articles, 50% infographics, 60% webcast and 85% whitepaper. Be sure to provide high-quality content where the syndicate can find great value and customers can find solutions for their problems.
- Lead generation– Every digital marketing agency knows the importance of lead generation. A successful digital marketing strategy is the one that can get leads. That’s why in modern marketing strategies, content syndication is preferred as one of the great ways to improve lead generation efforts, allowing you to tap into the audience you might have missed otherwise. Here, the audience reach is not restricted to your immediate followers, subscribers or audience, hence, the charm of content syndication work effectively.
- Builds brand authority- By being consistent with your content syndication process; you are also establishing your brand identity. Content syndication can help in differentiating your brand or business from others as you can talk about your products and services in a way that’s relevant and relatable to your audience.
Many digital marketing agencies and marketers believe that content syndication is here to stay as it leads to many good outcomes such as brand recognition, engagement, leads, potential sales, brand authority and much more. Good quality content is always valued and goes a long way, opting it to republish via content syndication can provide many positive outcomes. In the beginning, you might need to follow an aggressive approach, but after an established reputation, you can afford to be selective with the approach.
A nice balance between original content and syndicated content can keep visitors engaged and interested. Remember, a great writing portfolio will always be helpful in content syndication strategy. Hope the points shared here are helpful for you to plan out your content syndication strategy as a marketer or digital marketing agency. Do share your experience and suggestions with us!
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