Copify Blog
Man typing on Mac computer - How to syndicate content online - Copify blog

How to syndicate content online and boost your content marketing

Could content syndication help you get in front of a wider audience?

Content syndication can be a very powerful part of your content marketing mix, though you do have to be careful how you do it and be aware of potential downsides. In this article, we’re going to look at how to syndicate content online in the right way so you get great results and increase your reach.

Table of contents

  1. What is content syndication?
  2. Benefits of content syndication
  3. How to syndicate content online
    i. Syndicating your own content
    1. Build your audience
    2. Find sites that will take guest posts
    3. Think bigger
    ii. Is duplicate content an issue with content syndication?
    iii. Syndicating other people’s content

What is content syndication?

File structure on a laptop screen - How to syndicate content online - Copify blog

Content syndication is simply a way of publishing content you’ve already written on other people’s blogs so that you reach a wider audience.

It’s different from guest posting as you publish your blog on your own site first and then republish the exact same content elsewhere. With guest posting, you’re usually expected to write a new post each time for every site.

But why would you want to repost the same content over and over again? Well, let’s look at the benefits.

Benefits of content syndication

If you get your blog posts on larger sites with higher authority, your work will be seen by far more people than it would on just your own blog. You’ll not only reach a wider audience who you couldn’t possibly have reached on your own, but you’ll also establish authority of your own, grow your reputation, gain quality backlinks to your site, and potentially increase the number of potential customers coming your way. And who wouldn’t want that?

It’s also a low-cost way of marketing your company, with nothing to pay and only the time to reach out to other sites, and it beats guest posting by saving you time. If you’re running your business and writing for your own blog, seriously, how many new and original guest posts do you have time to write in a month? With content syndication, you don’t have to! That’s why content syndication is useful in many digital marketing strategies.

But if you’re reposting the same content on other sites, isn’t there a problem with duplicate content? Well, the search engines aren’t keen on duplicate content, but there are ways to do content syndication correctly and avoid any problems. Keep reading to learn content syndication best practice.

How to syndicate content online

Below are the steps to syndicate your content online and reap the rewards of tapping into a bigger audience:

Syndicating your own content

There is some effort involved at the start with content syndication. If you don’t already have an established reputation as a good writer and an authority in your field, it’s going to be hard to convince larger sites to repost your content.

1. Build your audience

Audience in black and white - How to syndicate content online - Copify blog

The first thing to do is to build up your own blog with amazing content, and to guest post for other sites that are around the same level as yours in terms of size and authority.

That way, you be known for being reliable and delivering when you say you will. It also gives you examples of quality content you’ve written and had accepted on other sites when you aim for larger sites with higher authority.

2. Find sites that will take guest posts

Open your favourite search engine and type in [Your Niche] + Write for Us, or [Your Niche] + Guest Post and see what comes up. Make a list of quality sites to approach, read the sites and their guidelines to get familiar with their tone and what they want, and then email them to make your pitch.

3. Think bigger

The next step is to start reaching out to larger sites to guest post for them until you can show you’ve had some success with guest posting and that you can write quality content that readers appreciate.

Now you’re ready to talk to content syndication sites and pitch your posts to them.

To find content syndication sites, it’s the same process as searching for sites that will take your guest posts. Search for [Your Niche] + Originally Published By, [Your Niche] + Write for Us, [Your Niche] + Republished With Permission.

You should find plenty of sites that syndicate your kind of content and then it’s a case of going through them to look for high-quality sites with good rankings and domain authority and sending your pitch.

Copify tip!

Try to aim for a regular arrangement with these sites, so you don’t have to keep constantly sending them pitches in order to syndicate your content. It’s a time saver and leaves you free to approach new syndication sites to make the same arrangement.

Is duplicate content an issue with content syndication?

Magnifying glass on a keyboard - How to syndicate content online - Copify blog

In order to avoid any problems with duplicate content, wait a week after you’ve published your blog on your own site so that the search engines have time to index your copy of your article first. Then you can approach the content syndication sites to republish it.

Neil Patel has an excellent article on potential duplicate content problems and he points out very firmly that:

“Therefore, there’s no such thing as GOOGLE’S DUPLICATE CONTENT PENALTY. Yes, you read it right.”

However, you still need to be careful when syndicating content.

You may find that a larger site’s copy of your content is favoured in the search engines over your own blog’s version. The way Google works is that if they find duplicate content, they’ll favour the higher authority site and present that in the search engine results, above your site. The other issue is that they don’t want 20 or 30 results showing the same blog post and they will remove listings to avoid this.

The last thing you want is to have your site with the original post not indexed in the search engines.

The good news is that it is possible to avoid both of these problems and have your site be the one that’s indexed.

What you do is to ask the content syndication site to use the rel=canonical tag. What this does is to tell the search engines that they have a copy of the content and that the original, or canonical, copy of the content is yours.

You can also ask for the NoIndex tag, which requests that the search engines don’t list the content syndication site’s copy of your article, leaving yours as the only copy. It’s not foolproof and the rel=canonical tag is better for you, but it’s still worth asking for.

Then you can enjoy all the benefits of content syndication, without the problems.

Read More: What’s the deal with duplicate content and search engines?

Syndicating other people’s content

One other way to benefit from content syndication is for you to syndicate other people’s content. You get regular fresh and relevant content that you didn’t have to write, which saves you time.

As your reputation builds via guest posting and content syndication, you may be able to attract bigger and bigger names in your area to post on your site, which will continue to build your authority. Those types of posts are also more likely to get shared, giving you increased reach, backlinks to your site, and even more leads!

Done carefully and in the right way, content syndication really can be an amazing boost to your content marketing efforts.

✏️Interested in finding out more about syndicate content? Discover what content syndication means for SEO – and its benefits.


Header image: Austin Distel

Embedded images: Sigmunddavide ragusa, Agence Olloweb

Gill Fernley

The director of her own copywriting firm, Gill writes B2B and B2C content for SMEs and digital marketing agencies. She has a background in performing arts and writes conversational, direct sales copy for businesses on a range of topics. She’s also a keen writer of chick lit.

Add comment