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What is content syndication in digital marketing?

The internet is full of competing brands, and it can be hard to gain visibility if you’re a small business, startup or your company doesn’t have an established web presence. That’s where a strong content marketing strategy comes in, and content syndication can be a viable part of that. Read on as we answer ‘what is content syndication in digital marketing’ and how it may be able to help your business grow.

What is content syndication in digital marketing?

Content syndication is a marketing strategy that is used to get content published on multiple websites to reach larger audiences and improve your brand’s online authority.

Syndicated content is different from guest blogging, it is taking the same content and republishing it on other sites with permission and a link. By stating where the content is from, the writer is given credit and it can also avoid duplicated content issues.

How can content syndication in digital marketing help my business?

Men gathered around a laptop reading contentThe main way a content syndication strategy works is by enabling your content to reach wider audiences by publishing your content on a different website. This can help you promote your brand’s awareness to a larger group of individuals, who are potentially new customers that your brand would struggle to reach alone.

By working with content distribution partners, digital publishers, or industry influencers, you can build up traffic and website authority while getting new people coming in through the referrals from these external sites. Content that is published on high ranking websites or news sites will rank higher in search engine results, bringing more traffic to your website and business.

Building trust through content marketing is essential for businesses, and when another site publishes one of your articles it helps build that sense of trust amongst readers as well as search engines.

What are the benefits of content syndication in digital marketing?

There are many benefits of using content syndication as a part of your digital marketing strategy. It is highly effective for generating brand awareness and drives traffic to your website through reciprocal linking. This in turn can build your domain authority, and improve your website’s appearance in search engines.

For smaller bloggers, companies or startups, using a content syndication strategy can build up a readership and increase revenue opportunities. If you have a niche audience, you can also reach out to other brands that have a similar audience to yours, for example, a yoga teacher and a health food company. They may be more willing to share your content because it is relevant to their audience, and to endorse or try out your product or service.

Building up your website blog is so important, in fact 55% of marketers think blogging is the top inbound marketing priority, and 76% of B2B marketers generate leads through blogging.

What are the methods of content syndication in digital marketing?

Laptop screen with a number of articlesThere are a few methods of content syndication that you may want to consider including blog partnerships where another blogger will write about your company on their site in exchange for sharing the post with their audience. You can also start by publishing industry influencer posts on your site without requiring them to share it with their followers (or providing a “share-for-share” option).

The aim of content syndication is to find quality, high-authority websites in your industry and contacting them about publishing a post for you. There are also paid content syndication services, where you pay a fee to get your content published on a high ranking website or news site, like Buzzfeed News or Forbes. In some cases, a published story can end up featured on over 20 domains if it is placed by a large news agency.

Best practices for content syndication

There are a few things to keep in mind when you are trying to introduce a content syndication strategy. It is essential that the content you create is valuable, unique and interesting, and in some cases it might be wise to get a professional content writer to do this for you.

The content you share doesn’t have to be a guest blog; content syndication can also be used for Ebooks, podcasts, infographics and webinars. By sharing diverse, quality content that shows your brand’s unique insights and perspective, you can create a voice online that people want to listen to.

Once you have found a few sites that offer syndication opportunities, it is important to review their guidelines on submitting content for approval. Some publishers only allow articles in specific topics or require them written with SEO optimisation practices in mind. By following these submission guidelines and providing the necessary information requested of you, your article will increase its chances of being accepted.

Keep an eye out for types of content that the site will accept and see what unique angle your company can bring.

How to get started with content syndication

Coffee mug with the word 'Begin' onLike with all marketing strategies, begin by asking yourself what your content marketing goals are. Is it to generate brand awareness, build website authority or drive traffic?

If you’re looking for the best way to drive traffic, content syndication is a great option, as a link to your site will appear high up on someone else’s site.

Another great way to get started with content syndication is to work with distribution partners who will place your content on their site and share it on social media sites like Facebook and Twitter. This strategy generates more views for your content as well as visibility; however, it can be a more expensive option for companies with limited marketing budgets.

Building your brand’s reputation online

If you’re looking to build your website authority, then look into the benefits of syndicating content with industry influencers. This strategy is more affordable than distribution partners and provides a way for companies who have low budgets to increase their visibility in an increasingly competitive digital marketing landscape.

In this case, you may want to work with influencers who are not affiliated with competitors or potential clients – that way they can share your content without fear of backlash from posting something negative about your company.

Building your audience

Content syndication is a cost-effective way for companies with limited marketing budgets to increase their visibility in an increasingly competitive digital marketing landscape.

Syndicating articles that offer value-added information provides readers with a feeling of knowing more than just the brand name but also understanding your brand’s outlook, values and industry expertise.

Header image: Patrick Fore on Unsplash

Embedded images: Priscilla Du Preez on UnsplashPankaj Patel on Unsplash, Danielle MacInnes on Unsplash

Rebecca Gardom

I’m a creative copywriter based in the beautiful Derbyshire Dales, with a varied portfolio, many years of experience and a passion for creating great content. I’ve held a variety of writing roles in a range of industries, including property, the arts, marketing and fashion. I also run a small business and have worked as a freelance writer and artist, before becoming a professional copywriter for Copify in 2020.

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