In this article, we’ll talk about content syndication—what it is and why your business should start doing it ASAP!
In this article:
- What Is Content Syndication?
- Why Is Content Syndication Important?
- Should You Business Use Content Syndication?
- Types of Content Syndication
- What Are the Benefits of Content Syndication?
- What Are the Dangers or Pitfalls of Content Syndication?
- Case Study: Content Syndication Success Stories
Content Syndication 101: All You Need To Know About Syndicated Content in 2020
What Is Content Syndication?
We know—the term sounds complicated, but content syndication just means you allow third-party platforms to republish your own, original content.
There’s nothing new about syndicated content. It’s been a go-to practice for magazines and newspapers to print content pieces from minor publications and freelance writers.
The same can be said for content in the digital landscape. You can syndicate almost all kinds of content—articles, blog posts, infographics, you name it!
This begs the question—why would you be willing to publish your own content on someone else’s website?
Content syndication benefits both the content creator and publisher. A freelancer can get their article read by tons more people when they syndicate their content to websites with a large readership base, and high-traffic websites get quality, relevant content when they publish syndicated content on their platform.
Why Is Content Syndication Important?
Far too many online content pieces end up in the internet graveyard. You know what we’re talking about—unread blogs, ignored lead magnets, and unshared infographics.
What’s sadder is this happens even with a carefully-planned content strategy in place.
This is the problem that syndicated content aims to solve. Content syndication gives a whole new meaning to “getting your content out there.”
Don’t get us wrong! One part of getting your content out there means publishing original content on your own website. But if you’re only publishing content on your own site, you’re missing out. You simply can’t reach every single person from your target audience if you limit your content on your own website.
Having your blog post published on a reputable website gives you exposure to an audience you didn’t even know you had!
Should Your Business Use Content Syndication?
Short answer—you’re crazy not to include syndicated content of your business’ digital content strategy.
Here’s a fact: some of the biggest, most-reputable websites like TNW, CNN, and The Huffington Post publish syndicated content on their pages. Imagine the media mileage you’ll get when one of your infographics gets published on these sites!
Types of Content Syndication
Ready to add syndicated content to your digital content strategy? Here’s a list of content syndication sites (free and paid) you’re gonna want to tap:
Free Content Syndication Platforms
LinkedIn is the ideal content syndication platform when your company has a Business-to-Business (B2B) model.
The platform has a function that allows you to republish your blog posts as LinkedIn articles. In doing so, your content will pop-up on your connections’ feeds.
Tip: Give your blog post a catchy, hook-worth headline. If your article gets enough “Likes” from your primary connections, it’ll appear even in your secondary connections’ feeds!
- Facebook Business
Facebook Business offers a variety of content syndication platforms. One of its free platforms is Facebook Groups.
Make yourself a member of Facebook Groups relevant to your business. For example, if you’re a travel agency, look for Facebook Groups dedicated to travel enthusiasts.
Once you’re a member of these groups, you can post your relevant content to help start conversations with potential customers.
Tip: Facebook Business also offers paid advertisements that can push content to a specific target audience. Consider exploring this side of Facebook Business when you have extra room in your budget!
Medium is the perfect content syndication platform for rich, long-form content. Just ask The New York Times ad The Guardian! Suppose it’s good enough for them to publish their news articles. In that case, you can use Medium to syndicate your articles and whitepapers, too!
Medium isn’t as complicated to use. Simply paste the URL of your blog post onto the platform’s blogging tool, and Medium will do the rest—arrange the format, images, and links.
Quora is a unique social media platform that allows its subscribers to ask questions about all topics under the sun. You can take advantage of this by being people’s source of answers!
With Quora, you can flex your industry knowledge and win the trust of potential customers. The best part if you’ll be answering real questions from actual people.
Much like Facebook, Reddit has groups called Subreddits, where you can post relevant content and interact directly with potential customers or Redditors as they’re called.
Tip: Reddit’s interface isn’t really suited for long-form content. This shouldn’t stop you from syndicating your content on the platform! You can get around this by posting your links on relevant subreddits and starting conversations with Redditors.
YouTube rakes in almost 1.9 billion active viewers every month. EVERY MONTH. Think about how many more people you’ll be able to tap when you syndicate your video content on this platform.
It’s easy to create an account and upload your videos on YouTube. The platform even offers an analytics dashboard that gives you insights into your audience.
If your company’s digital content strategy includes podcasts, you’re gonna want to consider SoundCloud as a content syndication platform. With SoundCloud, you can freely upload and share audio content to reach a broad audience.
Suppose you have a lot of infographics in your content calendar. In that case, you’ll want to tap Pinterest as a content syndication platform.
The beauty of using Pinterest to syndicate your content is the platform uploads images in its entirety. Pinterest doesn’t crop the image to fit a webpage, so fans get a full view of your infographic at one glance.
Venngage is also an ideal syndication platform for image content. The platform can even help you create eye-catching infographics and slide decks with just a few clicks!
Piktochart is another content syndication platform you can consider for your image and infographic content. This platform specializes in charts and numbers, so think about Piktochart next time you plan on syndicating your reports and whitepapers.
Paid Content Syndication Platforms
- Facebook Business
As previously mentioned, Facebook Business offers paid advertising to help you target a specific audience segment.
The beauty of advertising with Facebook tools is you can use your pre-existing social media posts as ad materials! All you need to do is decide on a boosting objective, set an ad duration, and establish targeting parameters.
Outbrain is one of the largest paid content syndication platforms out there. They have a vast network of content marketing channels—including the likes of CNN and TIME—that gets your content to the right audience.
Like Outbrain, Taboola is also a paid syndication platform with its own network of publishers where it can distribute your content to.
What Are the Benefits of Content Syndication?
Here are the two main benefits of content syndication:
Increased Website Traffic
When you allow third-party platforms to post your original content, you bring your content to a whole different audience. Your content can bring the audience’s attention to your company and your website, too!
Syndicated content also helps you establish your authority. Imagine having your article featured on a reputable site like TIME. People won’t question your credibility when they see you featured on the webpage of a prestigious magazine. Think of it as the best digital PR for your business.
What Are the Dangers or Pitfalls of Content Syndication?
Syndicated content definitely has its benefits, but it’s not without pitfalls. Here’s what you should watch out for when syndicating content to third-party sites:
Google Penalising Duplicate Content
Google, and all English professors for that matter, penalise duplicate content. That’s why when you do syndicate your content, do so carefully.
When we say carefully, take Google’s advice and “ensure that each site on which your content is syndicated includes a link back to your original article”.
Risking “Spammy” Content
When you syndicate your content, you give the third-party sites the power to decide how your content is placed on their platform or distribution networks. They can format it however they like, so you run the risk of making your high-quality article looking like spam content.
Appearing on Sites With Inappropriate Content
Not only do these third-party sites have control over how your content will look like, but they’ll also have a complete say on where they’re placing your content.
If you’re not careful, your blog post can appear next to an indelicate ad (if you know what we mean). Make sure you talk to your content syndication platform provider so you can control what sites you want your content to appear in.
Case Study: Content Syndication Success Stories
BestSelf Co. adapted a content syndication strategy that landed them features and readerships in influential publications, including Business Insider and The Huffington Post!
If you wanna know their numbers, here’s what they were able to achieve with content syndication:
- 186,000 new monthly visitors
- $2 million in revenue
Click here to find out more about their success with content syndication.
Content syndication is a must for any business that wants to make an impact in the digital world. Remember, when syndicating your content, be smart, purposive, and creative!
Looking to add syndicated content to your company’s digital content strategy? Contact us here at Ape-X today, and consider it done!