You’re probably here because you’ve recently heard the buzz about content syndication.
So, let’s quickly brush over the basics - content syndication is a distribution strategy in which you share your killer content, such as videos, blog posts, articles, or infographics, with third-party platforms. These third-party publishers, often with a larger or different audience reach, then display your content to their audience, effectively expanding your reach beyond your platforms.
But today, we’re going to dig deeper and understand its intricacies.
Firstly, let’s establish that syndication is not just about slapping your content on other websites; it’s about unleashing the full potential of this strategy.
Digital marketing is a vast industry, and content syndication has emerged as a powerful strategy that can help you amplify your brand’s content reach and influence. While it may sound like a straightforward concept, it is important to realise that successful content syndication requires a deep understanding of the nuances involved.
Let’s try to understand it better with an example.
Imagine you’re a food blogger named Beyonce (why not?).
You wrote a fantastic blog post about “The guide to making perfect pancakes.” It’s loaded with pictures, instructions, and tips to make the fluffiest pancakes ever. You publish this on your food blog.
To reach a wider audience, you look for websites that focus on cooking and food. Let’s say you find a popular website named Broadway (again, WHY NOT?). You reach out to them and propose to share your pancake blog post with their readers. You negotiate terms, agree on how it will be presented, and discuss the necessary adjustments.
Broadway agrees to syndicate your blog post. But they may publish it with a note like “From Beyonce’s food adventures.” They may also include a brief bio about you and a link back to your blog. This post goes live on their site.
Now, your pancake recipe is available on both your blog AND Broadway. Their audience, which might not have come across your blog otherwise, gets to enjoy your lovely pancake recipe. You, in turn, get more exposure and potentially attract new followers to your blog!
Extended reach, honey
The coolest thing about content syndication is the ability to reach a broader (and more diverse) audience. By tapping into the existing readership of established websites, you can expose your content to people who may not have encountered it otherwise.
Supercharging SEO
When content is published on reputable websites with high domain authority, it can boost one’s own website’s SEO ranking. Backlinks from authoritative sources are highly valuable in search engine algorithms.
Exposure FTW
It’s all about building that brand! When your content is showcased on multiple platforms, it can establish your authority in your niche and foster trust among your target audience.
Fueling the traffic engine
More eyeballs, more attention, more chances of conversions. By driving traffic from third-party sites to their own, you can increase the number of visitors to your website. This influx of traffic can lead to higher conversion rates and a more robust online presence!
Time is NOT a social construct
There is no need to reinvent the foundations of the content wheel for every platform. You can maximise the value of your content by repurposing it in a way that is unique to the respective platforms. This can save time and resources compared to creating entirely new content for each channel.
Now, what’s the difference between syndication and distribution?
For starters, distribution on different platforms ensures that your content is available to your audience on the platforms they prefer or use. It may not necessarily involve partnerships with third-party publishers.
Whereas, syndication is used to increase the visibility of your content by exposing it to new or wider audiences through partnerships with other publishers. The content remains essentially the same as the original BUT with modifications to suit the publishing platform.
How to make it work?
Find the right partners
Selecting the right websites or platforms for content syndication is crucial. Look for sites that are relevant to one’s industry, have a substantial audience, and are super picky, i.e. maintain high editorial standards. Building relationships with these partners is key.
Spice it up
Before sending your content out into the world, prepare and set the stage for something extraordinary. Beyond the basics, fine-tune it and provide insights and angles that transform your content into being the showstopper such as striking images, quirky language and tone, or underscored research data.
Keep it consistent
But not spammy. Regularly share content with syndication partners, but avoid overloading them. Aim for a steady flow of content that aligns with your overall strategy.
Customise
While syndicating content, consider customising it slightly for each platform. Tailoring the content to fit the audience and style of the publishing site can increase its effectiveness.
Tag it with canon
To avoid duplication (having identical content in multiple places, such as on different web pages of websites), use canonical tags (HTML elements used to specify the preferred, or canonical, version of a web page when there are multiple versions of the same content) on the syndicated content. This tag signals to search engines which version of the content should be indexed, preventing potential SEO penalties. Search engines will know what’s what.
Watch your back(end)
Keep a close eye on performance. Use analytics tools to track traffic, engagement, and conversions. Adjust your strategy based on the data to optimise results.
Put a ring on it
When the content is syndicated, make an effort to engage with readers in the comment sections of the publishing sites. Answer questions, address concerns, and build a sense of community around the content.
Don’t mess around, too much
Be aware of copyright and licensing issues. Ensure to have the green light and the necessary rights to syndicate content, and be clear about how the content can be used by syndication partners.
Moreover, make sure it’s well-optimised. This includes proofreading for errors, optimising for SEO, and making it visually appealing with relevant images, videos, or infographics.
But,
Everybody makes mistakes, everybody has those days. We know!
Set goals and KPIs
Going in without goals and KPIs is like trying to find the treasure without a map. Lack of clear goals and KPIs can lead to a lack of direction and accountability.
Define specific goals for syndication efforts, whether it’s increasing website traffic, generating leads, or boosting brand awareness. Establish KPIs to measure the progress towards these objectives.
Build genuine relationships
Don’t treat your partners like vending machines. Treating them as mere content distribution channels rather than building meaningful relationships can limit the long-term potential of syndication efforts.
Rather, invest time in building relationships with the partners. Engage in conversations, provide value to their audience, and collaborate on content ideas. Strong partnerships can lead to more opportunities for syndication.
Don’t forget to stay fresh
Sticking to a static syndication strategy without adapting to changing trends and audience preferences can result in diminishing returns over time. Don’t stick to strategies that are as lively as a rock, please.
Keep an eye on what’s hot. Stay agile and open to adjustments in the content syndication strategy. Understand the emerging platforms and trends, and be willing to experiment with new approaches to reach your target audience effectively.
It’s not about fearing errors but embracing them as a part of the creative process. Content syndication is an ever-evolving landscape and every misstep is a chance to tune your strategy, refine your approach, and emerge with better and more efficient ideas!
And there you have it, bestie.
When done right, syndication offers a host of benefits that can supercharge your online presence. But it’s not a cakewalk, it requires strategy, finesse, and most importantly - dedication.
So, have fun syndicating!
