If you’re looking to reach a broader audience with your content, gain more links and raise brand awareness then content syndication could be the right strategy for you. For anyone who publishes a lot of content or just great quality content, syndication offers an option to get a better return from your content marketing. In this article, we’ll take a look at some of the strategies you can use for content syndication.
What is content syndication?
Simply put content syndication is the process of re-publishing your original content on other publications including blogs, news sites and other trade websites. There are plenty of big-name content syndication websites around including Search Engine Land and the Huffington Post to name just a couple. Some publishers syndicate content without any input from you and often edit or take excerpts from an original article and link back to the full article for further information.
Why should you use content syndication?
Even if your blog has a massive following you will want to syndicate your content to help it reach a much broader audience. Content syndication offers an extremely low-cost way to get more from your content with very little additional work. If you’ve ever paid someone to write a blog article for your business or spent hours yourself labouring over each blog article, then you’ll want to make sure you get the maximum return from this effort.
Strategy 1 – Syndicate other people’s content
For businesses that want to have a blog on their own website but are worried about not having the time to keep it up to date why not syndicate content from other blogs and industry news sites. Ask news websites in your niche for permission to syndicate some of their content on your blog. You can also approach bloggers and offer them the opportunity to write a guest post for your blog, complete with a link back to their other relevant content and website.
While it is great to syndicate other people’s content we’d recommend that no more than 10 – 15% of your blog content is syndicated. You still need to make sure you write plenty of unique content that is first published on your blog.
Strategy 2 – Self-syndicate your own content
Want to get your content out there on places like the Huffington Post, well good news this is entirely possible for most people and simply involves applying to create articles. They very, very rarely check for credentials so as long as you have a link to your blog then you should be able to create an account and start writing content. Other places where you can self-syndicate your own articles include LinkedIn, Facebook Instant Articles, Medium and Business2Community.
Strategy 3 – Create a syndication partnership
Another way you can syndicate your content is to have an agreement with a blog, industry site or niche website in your sector and work with them to syndicate your existing content as well as creating specific content for them. They benefit by having unique content created for their blog or website and you benefit from getting your content in front of a much larger audience as well as increased brand exposure. This also then makes it easier for you to get your content syndicated in bigger publications when people can see existing publishers who are already syndicating your content.
What about Google’s duplicate content penalty?
This is definitely nothing to worry about. Google will not penalise your website for syndicating content and will not penalise you for having your articles or blogs featured on other websites. Google is pretty good at determining who the original author of a piece of content is so you don’t need to worry about publishing content elsewhere and that website getting all the credit and value of the content you create.
Content syndication is very much a part of content marketing and it is a great way for all types of businesses to reach a much larger audience and raise brand awareness. We’d love to hear your thoughts on content marketing so feel free to share your top tips in the comments section below.