If your current content marketing strategy doesn’t include a plan to syndicate some of your content pieces, it may be time to consider adding this tactic. Content syndication is a great way to use the assets you already have, like blog articles, infographics, photo galleries and slideshows, to increase the amount of traffic your site gets without paying for advertising. With some effort and outreach, even older content pieces can garner attention from new prospects.
Keep reading to get a content syndication definition and some ideas on how to get started on syndicating your content.
What is content syndication?
B2b content syndication is a great way to increase your reach without spending a large amount to bring leads to your website. Syndication is simply the process of having the content you’ve already produced shared on another site. This exposes your most-loved content pieces to a new audience that may be intrigued by your product or service.
Through syndication, the content pieces you already have can be displayed across a range of sites and feeds. Repurposing some of your most effective content pieces for a new audience takes less time and effort than creating a whole new piece.
Equally important, the backlinks provided by syndication of an article allow Google to better understand what your website is about. This can provide a boost to your organic search engine optimization (SEO) efforts and drive more search traffic to your site.
Inbound Content Syndication Tactics
Here are some inbound syndication tactics that may work well for you:
Combining your efforts with another business that is tangentially related to yours can help you get your efforts syndicated without a large cost associated. If you want to try co-marketing with a large entity that has a sizable following, you may end up paying a large fee. Influencers and established media outlets can charge quite a bit for guest posting and similar services.
If you’re just starting out with syndication, partnering with an independent content creator may work out better than paying to syndicate with a large media outlet. Continuing to generate relevant content over time can be challenging for these creators, so having your content to syndicate can be a great relief for them. In exchange, you get exposure to their audience.
Syndication across social media platforms is a great way to bring more eyes to your social media presence and increase your follower count. You can partner with a content creator for a social media takeover, where you post curated content from your site to their account for a day or vice versa. You can also share a promotional code or offer for followers of that creator to incentivize them to buy your product or service.
Writing a guest post for a blog on a topic you are knowledgeable about is not only a good way to get more leads, but it also helps with SEO in multiple ways. Having backlinks to your site from another site that Google already knows helps to increase the legitimacy of your site. Plus, the anchor text in these blogs is often keyword-rich terms that help search engines classify your site by industry and interest, which makes it easier for the search engine to rank your site in the results when someone searches for these terms.
Using some of your marketing budgets on paid promotions might be the most effective way to syndicate your content. Often a paid promotion will include a breakdown of how well the content did and basic analytics like how many people clicked on the content and read it. This makes it ideal for businesses that want a clear idea of how effective content syndication might be for them.
Outbound Content Syndication Tactics
Syndicating your content through outbound methods requires different preparations, but it can be just as effective as the inbound methods listed above.
Turning a content piece into a telemarketing script can be much easier than writing one from scratch. While you will want the finished script to be much shorter than the content piece, you can keep the pieces that resonate best with potential clients.
Sending out press releases is a traditional media tactic that many online marketers have adopted because it continues to work. Media outlets need content to fill their publications, and only a certain portion of each one is devoted to advertising. The rest is reserved for editorial content, articles and photos that are deemed newsworthy. Some potentially newsworthy events you can send a press release about might include:
- The opening of a new business or local branch location
- New services or products your business is adding to its offerings
- Participation in charity or community events
With some effort and practice, content syndication can become one of the most effective tactics in your marketing toolbox.