What if you could do more with the high-quality content you already create?
Without spending extra time developing new content, you can still increase your reach, improve search rankings, and increase engagement.
That is possible through content syndication – republishing on third party websites.
And I’m not just talking about blog content. Providing information may include infographics, videos, social media posts, and other media.
But first, let’s clear up some misconceptions about what’s on offer. Then I’ll share some examples.
Table of Contents
What is content and is it not syndication?
Guest posting is not content provision
Guest blogs means publish a new content section on third party websites based on their terms and conditions. Fresh is different because, in content delivery, you don’t create new content. With content syndication, you enhance your published content in a new or similar format.
Curated content is not content syndication
Create a new piece of content by drag content from different sources, such as user-generated posts or blog articles, and adding comments is not syndicated content. Even if it’s packaged in a different format (ie, organizing the blog posts into an infographic).
Provide content that is not plagiarism
In content syndication, old content is published word for word on other websites. But that is not plagiarism. You do not copy other people’s content without giving them credit; you are republish Does your content include captions or claims that the original content was published elsewhere.
Provide content that won’t ruin your SEO
Some content marketers resist syndication of content because they are concerned that the syndicated content may rank higher on Google than the original content’s website. This is feasible. Let’s say the platform on which you publish content offers an SEO strategy better than yours, it can affect your SEO. But it’s not a big deal.
You simply associate the original content with the syndicated content and wait a few months before republishing. This way, your original content will be properly indexed on search engines, and providing information will not affect your page’s Google ranking.
Associate the original #content with the syndicated content and wait a few months before republishing, so the syndication won’t affect your page’s Google ranking, @sumeetanand said 143 via @CMIContent. #SEO Click to Tweet
Let’s look at a few content distribution success stories.
Buffer is a stale content syndication player. They typically syndicate their content on popular sites like Huffington Post, Fast Company, Lifehacker, Inc., The Next Web, etc. They generated 150 guest posts in a month to find out what resonates. the best wine and then they deliver most successful on different platforms. (They also use social media handles to promote content.)
In the process, Buffer used guest blogs to build relationships with major content publishing sites. Then, Buffer approached those sites with the idea of syndicating content. Using tools Alexa Traffic Rating you can see the impact in 90 – intraday trend (bottom right) as its traffic speed increases quite steadily.
Let’s talk about Anna Crowe of Search Engine Magazine. She ran a small experiment in which she syndicated her twice-weekly SEJ blogs on LinkedIn or Medium for a month. The distribution has promoted a 34 % increase in page views on original articles. We now call it the power of sharing, liking and commenting.
Content Delivery Format
The most common content syndication format is blogs. However, if you follow a solid content syndication strategy like Ben Hardy , you can easily grow your subscriber list from 0 to 20,000 in just six months by posting your content on Medium. So providing content is just a matter of creating informative and engaging blogs.
You can easily deliver your content in the form of images such as infographics and charts. Visual appeal can lead more viewers to share them. Branticles published an infographic email marketing guide, made available on many websites, including Site Pro News, Agility PR, and others.
Another popular content delivery format is video. You can get inspiration from the Moz team. Every Friday they publish a video on the topic of SEO – Whiteboard Friday – on their website – and offered on YouTube like this page on creating high-quality links:
You can provide #content of your video. @Moz does that with Whiteboard Friday, publishing original content on its website and making it available on #YouTube, @sumeetanand said 143 via @CMIContent. Click to Tweet
Yes, you can also provide your content in an audio format. Go to Spotify, Apple Podcasts, or any other audio hosting site and convert your written content into podcasts. Shane Barker’s Marketing Growth Podcast is a perfect example of an audio content offering as these banners show it’s available on Apple Podcasts, Google Podcasts, Spotify, and Stitcher:
Find the right platform
After selecting one or more content delivery method , you must find the right offer homepage(s). Among the factors to consider are:
- Match your content format
- Has a large user base
- Match your brand vision
Let’s look at some popular content delivery options.
RSS stands for Really Simple Syndication. You can create an XML-driven feed to publish your content. People subscribe to it through their RSS readers. When you publish new content, it will show up in their feed.
You can pay a distribution provider to publish your content on premium third-party sites like CNN, MSN, etc. On some distribution sites, you may have to pay an amount. substantial for its content to be published. Taboola and Outbrain are two such providers.
You can also do the funding with your own hands, using platforms like LinkedIn and Media . With this approach, you have to do your audience building work on that foundation.
Additionally, you use your company’s social media accounts such as Facebook, Instagram, Twitter, etc., to syndicate your content.
Assuming it is provided
If you don’t want search engines to index your original content as copied content or lower your site’s ranking, indicate that the content is made available using one of the following options:
- Tag Rel = canonical to let search engines know that the page they are crawling is syndicated
- Meta tags prevent indexing to remove your syndication page from indexing
Do not stop
After publishing your syndicated content, closely monitor its performance and measure the goals you set for it. Among the most popular indicators:
- Engagement rate See how many new users have engaged with your content
- Quantity Qualified lead generated according to content
- Conversion rate to find out the number of qualified leads.
Content syndication is a powerful content marketing strategy that can boost your inbound marketing efforts but only if it’s done properly. Otherwise, it can negatively impact your SEO growth.
Make sure you have a good knowledge of the topic and a strategic plan before launching a content offering.
All tools mentioned are identified by the author. If you have a tool to share, please add it in the comments.
Cover photo by Joseph Kalinowski / Content Marketing Institute