Content syndication is one of the most effective ways marketers drive traffic to their content on-line. Used effectively, it can help you obtain more mileage out of your marketing material, boost brand consciousness and enhance your SEO.
In this guide, we’ll walk you through the basics of content material syndication: what is it, why to accomplish, and how to go about incorporating this into your content marketing strategy.
What is content syndication?
Content syndication refers to republishing your content upon more than one website. It’s a tactic used to increase the spread and visibility of your published material, helping it to attain as large an market as possible.
You’ve probably come across syndicated content before. It may usually be recognized by captions like “this article initially appeared in X publication ” along with a link to the site that first hosted the content.
A vital distinction to keep in mind is that in between syndicated content and simply duplicated content. While syndicated content is clearly defined as such and appears upon multiple different relevant platforms, duplicate content occurs when the same website publishes exactly the same material without adjustments or with only minor alterations.
Duplicate content is usually a result of poor website maintenance or an outdated and ineffective attempt at seo (SEO).
Why syndicate content?
So , you’ve spent hrs or even days creating great content your own audience will love . It is original, it’s tailored for the target audience, and it’s enhanced for search engine visibility. But when you post it to your firm blog, it still doesn’t get the traffic you think it deserves.
If the above been there as well, then the chances are the problem is not with your content itself, using how and where you’re presenting it.
There’s nothing wrong with posting your blogs, articles, video clips, infographics, or any other articles type on your own website. After all, you made it and in this era, your website is one of your major channels of brand conversation.
Unless you happen to work with a large media organization – the kind whose website rests at the top of the online content food chain – the chances are that driving a large amount of traffic to your natively managed content will be one of your greatest marketing challenges.
Here’s exactly where content syndication comes in. There are three main reasons you might want your content to appear in multiple places.
- More Exposure
This one’s pretty simple. Should you be sitting on content you understand people will enjoy, but your website or main hosting system doesn’t generate the visitors needed to get it out to a huge enough audience, content syndication can be a way to piggyback other sites’ traffic.
Content syndication generally benefits both the content creator and the content sponsor – a win-win circumstance. They get material for their readers, viewers, or listeners, and you get to grow your target audience.
- Generate Leads
If you choose your submitting partners well, incorporating syndication into your content strategy can help you to generate valuable sales network marketing leads.
If the main purpose of your articles is to grab customers’ attention , received it on to the kind of websites your clients frequent can only help. Just be sure you link back to your own company’s sales or landing page in order to maximize your chances of conversion.
- Enhance SEO
Done correctly, content syndication can boost your visibility on those all-important search engine results web pages. Getting published on a reputable website lends your content reliability and you get to benefit from that website’s overall popularity.
Just make sure you choose websites which are relevant to your brand, and whose visitors will find your articles useful and enjoyable.
Also keep in mind that while they will don’t discourage syndication performed properly, Google’s algorithms tend to punish content duplication and can only index one version of the article.
If the sites you web host it on have more power than your site, then their particular version will take priority more than yours. Avoid the appearance associated with content duplication by clearly labeling and linking syndicated content so that search engines can recognize it as such plus prioritize the original publisher within their results.
Different Types of Content Syndication
Now you know what content syndication is and why you most likely should be doing it, the question is how ? You can find five different ways you can start syndicating your content for optimum reach.
- Get picked up by websites that routinely syndicate content
Sometimes called earned syndication, getting picked up by websites that will routinely syndicate content requires little effort on your part. Because certain outlets make use of syndicated content for a big part of their output, as being a creator, all you need to do will be reach out to the publication and see if they are interested in republishing your content.
- Content collaboration
Content collaboration refers to a technique in which two or more organizations interact on content and then swimming pool their promotional resources, effectively sharing their audience or even customer base.
Another fairly straightforward tactic, content cooperation works especially well to get social media content as spreading on social media requires little effort and gives you immediate access to your partner’s social following.
- Social syndication
Similar to content cooperation, social syndication relies on two or more organizations combining their initiatives to promote content across their particular media channels.
Where social syndication differs from content collaboration is that the content material itself doesn’t originate from multiple parties, they only aid with the publishing of the post, usually as a trade-off. As such, social syndication can be thought of as a type of cross-functional collaboration because it allows divergent actors to align their interests with out losing sight of individual goals.
- Compensated syndication
If you actually want to supercharge your content’s visibility, paying to have it released on a large website is really a guaranteed way to ensure this gets seen. The electronic equivalent of an advertorial in the magazine, paying to association on a well-known website offers you instant access to their large target audience while still getting to use the content on your own channels.
These days, there are also plenty of content advertising platforms that make it their company to get your content published on reputable, high-traffic websites. Companies like Outbrain and Taboola specialize in finding the right sites for the content so that it has the top chance of reaching your potential audience.
- Guest post and then syndicate later on your own page
With this method of syndication, you first publish your articles as a guest post on the relevant website, preferably one particular with a large volume of visitors.
Once published on someone else’s platform, the next step is to republish on your own website, Medium, LinkedIn, or other social media trend that is relevant to your own industry.
Guest posting then republishing yourself brings all of the advantages of guest posting without having you having to completely relinquish ownership over the content and still allowing you to build the indigenous content library that will help in order to prove your thought leadership in a relevant field.
Getting and choosing publishing companions
Once you have chosen a piece of content you wish to repost, the next question is how to place it so that it will get seen by the right individuals.
If it’s written content that you’re seeking to syndicate, a great place to start is certainly by publishing your blog posts on one or more of a quantity of popular blogging platforms.
Choosing this option means you get to get to compile an authoritative content collection on your own website, but also store your blog blogposts in a place where they could get discovered using the platform’s in-house recommendation and sorting systems.
There are plenty of tools obtainable designed specifically to help you distribute a blog this way. For instance , Hubspot, the developer of the number of conversation tools in the workplace , also provides a handy blogging device and hosting platform to assist you integrate your content with other electronic business processes.
Open submission publishers
Many websites that will host syndicated content are usually open to submissions from anywhere – all you have to do will be find one that works for your content and reach out.
A good place to start looking is industry-specific blogs and news sites. A fast web search will help you identify some of the relevant sites within your field. Some of them will clearly advertise that they are open to distribution but occasionally you might have to search the site for contact details of the editor and frequency them your idea.
Arguably the most intuitive kind of content syndication, there are several methods to use your business’ social media channels to republish content, possibly partially or in its entirety.
For video content, Youtube . com is the most popular location to post syndicated videos. Many agencies choose YouTube as their principal hosting platform because it’s easy to embed YouTube movies onto your website and other social networking channels.
Unless you want to embed YouTube video clips on your website, it’s still worth maintaining an active Youtube . com channel and posting syndicated videos there as it is a popular medium for schooling and many people’s first slot of call when they want to learn about a new brand or even product.
Graphic content is normally the most dynamic and can be posted on most popular social media marketing platforms. Just remember to resize and reformat your images in order to best fit the requirements of every platform.
Syndication for marketing
Now you know what content syndication is, you will understand that it is one of the best ways to make your articles work for you.
By following the help and advice laid out here, your content will be able to perform at its ideal level, helping you to get noticed from the right people and increase your business.
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