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Content Syndication - Your Digital Marketing Strategy's Most Important Building Block

The distribution of content is an essential part of growth marketing in the modern era.

It always has been the case.

However, over the years, the methodology for content syndication has evolved, and so have the content formats that are used to power it.

Before anything else, blog articles were the only type of information that was ever syndicated.

On the other hand, different kinds of material are now being syndicated as well.

Syndication is still quite significant, despite the fact that search engine optimization has advanced over the years.

What Is Content Syndication?

A girl looking at the book with a laptop and mug in front of her
A girl looking at the book with a laptop and mug in front of her

When content from one website is copied and published on another website, this practice is known as "content syndication."

It is possible to syndicate virtually any sort of digital content, such as blog entries, articles, infographics, videos, and many more types of media.

Consider it to be a form of a barter arrangement instead.

Free and pertinent content is provided to the third-party website.

The person who created the material receives free exposure and attention, as well as backlinks to their own website, which ultimately increases the amount of organic traffic that they receive.

The practice of syndication is not a recent development in the media sector.

In the days before the internet, newspapers and periodicals that had a significant readership and circulation would occasionally print syndicated content that was contributed by other media and independent writers.

Both sides came out ahead.

The smaller player was able to connect with a far larger audience and, with any luck, achieve some kind of notoriety; the larger publisher obtained additional content without having to expend resources in order to produce it.

What Is So Great About Content Syndication?

You need to share your content with others.

It would be silly not to.

Most of the biggest and most influential sites on the web, like the New York Times, the Huffington Post, and CNN, use syndicated content.

The Internet is so big and busy.

It's not reasonable to think that all the people you want to reach will read your story just because you posted it on your own blog.

By syndicating your content, you can get your blog posts (either the full article or a shortened version) in front of a new audience that would not have seen them otherwise.

Content syndication is a very cheap (or even free) way to get more people to see your content.

It's much cheaper and faster than writing a new blog post for a third-party site, whether it's about the same thing or something completely different.

Do you know what will happen if you try that?

Burned out.

What Does Content Syndication Have To Do With SEO?

Hands holding a tablet with floating content, posts, and videos on a news website
Hands holding a tablet with floating content, posts, and videos on a news website

Duplicated content is content that has been syndicated.

And this might wreak havoc on your search engine optimization.

When determining search engine rankings, Google does not appreciate it when websites have several copies of the same content.

It will only index one, and the one it chooses is most likely to be the version that appears on a website with a substantial amount of daily visitors.

That would be the website run by a third party in the case of the typical content creator.

There is no use in increasing exposure by syndicating content only to have that increase canceled out by a decrease in the amount of organic traffic that is driven to your website.

However, there is no need for alarm because you can make your syndicated material search engine optimized (SEO) friendly by ensuring that it is indexed correctly on both your website and the website of your syndication partner.

The Benefits Of Content Syndication

In addition to increasing the number of people who view your material, syndication also provides concrete benefits to your company's bottom line.

Get Referral Traffic

The vast majority of websites that republish your content also inform their audience of the original publication location and include a link to that location.

If the reader like the item that was syndicated, they may decide to click through to your website to read more.

Because James Clear syndicated his content to Lifehacker, he was able to generate a significant amount of referral traffic to his website.

Get Email Subscribers

Through the republishing of her essay on EliteDaily, Sarah Peterson was able to get more than one thousand new subscribers.

She was able to accomplish this by convincing the editor to let her include a link to her course in her bio.

Build Your Brand

A halo effect is created when consumers see your brand or name regularly on authoritative sites.

This gives your business more credibility.

They will eventually begin to view you in the same authoritative light that they do.

People who are exposed to your brand more frequently are more likely to make a purchase of your product in the future due to a phenomenon known as the exposure effect.

Downsides Of Content Syndication

A girl typing on a laptop on a website
A girl typing on a laptop on a website

There may be many good things about distributing content.

But there are also some bad things about it.

Spammy Sites Can Kill Your Reputation

If you share content on spammy syndication sites, it could hurt your online reputation.

Remember that when you share your content with other websites, you link your reputation to theirs.

So it's always best to do your homework and learn as much as you can about the platform where you're distributing content.

You can check social media, forums like Reddit and Quora, and other places to make sure the platform is reliable and useful for your business.

Before you post on a syndication site, learn about it so you can avoid spammy ones.

Your Lead Generation Might Not Be As Expected

Since the leads you get from third-party websites haven't seen much of your brand, it might be harder to turn them into customers than with other leads.

Even if the viewer doesn't know much about your brand, open up higher-level offers that will get them to buy.

Syndicated Content Might Impact Your SEO

When you share your content on a third-party site, it's possible that the shared content will rank higher in the SERPs than the original content.

Some marketers also think that Google might see syndicated content as duplicate content, which could hurt the ranking of your original page.

But that's not the case.

You can keep your website from getting penalized for having duplicate content by linking back to the original post when you syndicate the content.

Also, it's best to wait a few weeks or months before republishing the content so that the search engine has time to find the original post.

How Does Content Syndication Work?

Content syndication is a service that is offered by well over 50 companies.

The process is pretty much the same for most people.

Cost Per Lead (CPL) is how these businesses work.

They change the targeting for each campaign so that only the most appropriate people see the content.

Most of the time, the CPL goes up as the targeting gets more specific.

The goal with any partner should be to test their skills by starting with a small budget, evaluating, and then doing it again to get the best results.

The best partners will help you do this work and use their experience to help you reduce risk and get the most out of your efforts.

There are a lot of syndicates that don't offer service support.

But the business world is changing.

Content syndication must lead to more than just publication.

Intent marketing and account-based marketing both use content syndication to reach more people.

They move that potential audience down the funnel by using precision targeting methods that focus on prospects who are ready to buy or who work for businesses that are targeted.

3 Tips For Great Content Syndication

A hand typing in a laptop
A hand typing in a laptop

Find Relevant Partners

If you're going to republish your content, make sure it's on popular, high-ranking websites that reach your target audience.

Find possible syndication partners and get in touch with them.

If your content fits well with what they're looking for, they're likely to be interested.

Work Out The Best Way To Syndicate

Sometimes, it's best to send an entire article or blog post to a third-party website.

Sometimes, it's better to just syndicate the headline with a link back to your website.

It depends on the website, the people who visit it, and the kind of content it has.

Include links to your landing page or website and, even better, a call to action to encourage conversions wherever it is possible, and makes sense to do so.

Plan Ahead

Content syndication will work best, like all marketing activities, if you have a solid plan. Great content is the start of a good strategy.

Next, figure out what your business goals are, find good syndication partners, make pitches that sell, and make a plan for both short-term and long-term content syndication.

Have fun sharing!

People Also Ask

What Is Content Syndication In Digital Marketing?

The act of republishing one's own content on other websites in order to attract a larger readership is known as "content syndication."

Syndicating your material not only broadens your audience and raises consumers' awareness of your business, but it also helps you establish links and maybe directs more readers to the post you originally wrote.

What Is A Content Syndication Platform?

In a nutshell, the act of republishing your information on websites that are not your own is what is meant by the term "content syndication."

You have the potential to expose your content to thousands of online users who may not even be familiar with your brand or your company if you take this course of action.

How Is Content Syndication Done?

When high-quality third-party websites republish a piece of content that you created and initially posted on the website of your organization, this practice is known as content syndication.

These websites will link back to the content that you originally created.

The content that is syndicated does not necessarily take the form of articles or blog posts.

Conclusion

Even at the earliest stages of your content marketing efforts, content syndication is the fastest method to make your material work for you.

It is also one of the most effective ways.

Not only is this a means to make revenue and directly affect the bottom line of your company, but it also develops equity by elevating your brand, which can last for a long time and continue to do so indefinitely.

Reap the benefits of your investment in content marketing by cultivating an audience that recognizes its worth and has the potential to generate value for your company.

About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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