11 Benefits of Content Syndication
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The global content marketing industry is expected to reach $416.23 billion by the year 2027. Content is what drives the internet. It informs and entertains.
Having compelling content can make all the difference in driving traffic to your site. It is also a vital tool for lead generation. But producing consistent and engaging creative content can be a challenge.
Content syndication can help you with your content creation strategy. It relies on distributing B2B content and hosting it on third-party websites and other platforms. If you’re looking to add content syndication as a part of your content creation strategy, keep reading below for 11 benefits you can utilize.
1. Content Syndication Helps You Reach a New Audience
Relying on only one source of outreach and interaction can cause even the most engaging content to go stale with time. That’s why it is so important to have other channels for your content to feature on. Not only that, but you can expose your content to a new audience of potential customers.
Third-party websites cater to a variety of interest areas and hobbies, as well as informational media platforms like YouTube. Content syndication relies on tapping into these websites in a strategic way. It uses content relevance to relate to your target market.
Customers searching on these third-party websites and platforms will be directed to your content. This elevates your content for viewership by a new audience that may not have seen your content before. Your content and your brand receive a boost, as a result, thanks to the use of a targeted content syndication strategy.
2. Improves Lead Generation
Garnering a new audience can also benefit your content creation through other marketing areas like lead generation. Content creation provides measurable results for your target audience. It targets the demographics most likely to make a purchase from your company’s brand.
Consumers will view your content. If they like it, they’ll click through and visit your website for more information.
In the same vein, content syndication allows you to generate new leads by hosting your content on third-party sites. It lets you extend your reach beyond your own website and puts your content in front of new eyes. 85% of B2B marketers rely on content creation for lead generation.
This, in turn, leads to more clicks on your links for your website. Prospective customers will sign up for further information via email subscription lists or input an email address to download an information packet. With these lists, you can reach out to potential new customers.
You can send out discount offers for new customers to entice them to come back. You can also use this list to follow up with potential customers later on.
3. A Good Use for Repurposing Content
You may be wondering what to do with your content over time. Creating content can be a time-consuming effort. Once you’ve created good content, you may be wondering what to do with it, so it doesn’t get buried on your site’s blog.
Content syndication is a marketer’s best friend because it allows them to repurpose this content in a more strategic way. It takes existing content and displays it on newer platforms and third-party websites. Your time and effort creating content aren’t wasted because your old content is repurposed for a new audience.
For marketers looking for opportunities to repurpose content, content syndication strategies open up new channels for existing content. You may not even have to edit, update, or modify it unless you choose to. B2B marketers only need to identify their target audience and which content they wish to repurpose.
Content creation and content repurposing through a content syndication service will find the relevant high-authority websites and publish this content for you.
4. Drives More Traffic Back to Your Original Content
Some pieces of syndicated content are just partial publications of their original content. These shortened versions contain links that the reader can click on to read the full piece on the original source website. This content syndication strategy serves to get the reader back to the source so that they can read more of the brand’s content.
When the targeted consumer has clicked on the link on the third-party site to read the full article, they will be brought to the brand’s website. It’s an ingenious re-direct that benefits the primary content creator. Once on the site, they can also view other content, resources, and information, which adds value to your website.
This also helps provide a way to keep your existing content stay more relevant over time. Instead of getting buried on your site, content syndication lets you keep reviving your most popular content by presenting it on other sites. Linking back to your original post on your website also creates a way to attract the most pertinent targeted website traffic.
5. Produces More High-Quality Backlinks
Google is a driving force behind getting your website noticed in search results. The use of SEO and backlinks can help propel your site’s search ranking in the list of search terms relating to your given industry. Links used from one website to another in content creation are known as backlinks.
Content syndication allows for trustworthy links that not only lead to the original post and website but also serve to move your site up higher in search engine results like Google. Many of the top search results on Google contain, on average, 5% to 14.5% new backlinks each month.
The more backlinks your site has, the higher the site will rank on Google. The first 10 results on the first page of the search results have been found to have as much as six times the amount of links than other sites featured on subsequent pages. Because content syndication relies on third-party content, you’ll have more quality backlinks to your site’s original content already built-in.
The more legitimate backlinks you provide to your original website, the more the search engine will apply reliability to your site in its search results. So, your website will appear more often in search engine results and produce more potential organic website traffic.
6. Increases Your Brand’s Online Presence
The key to any good marketing plan is a solid content creation strategy, but even more than that is a way to share this information. You need to rely on ways to keep content published regularly to maintain your hold on your target demographic. Content syndication helps you gain a foothold on your site, as well as on third-party sites.
Your content becomes a beacon to knowledge-hungry consumers through multiple channels. It is shared through other mediums and platforms to get your brand more noticed. Any time a potential customer shares or cites your content, it makes your brand more visible.
This increased visibility also makes your brand more accessible to consumers who may not have had exposure to your brand before. Content syndication widens the net of exposure to your brand’s online presence. For burgeoning small businesses and startups, this can mean valuable access by tapping into a larger audience pool from third-party sites.
7. Maintains Your Brand Message and Vision Consistency
In the era of social media, having a consistent brand presence across multiple channels and platforms is ideal for businesses looking to branch out. But why spend hours creating content for every media outlet and platform when you can use content syndication to do the work for you? Content syndication gives your content legs to move across these different platforms with ease.
This content is your own original content, so it is consistent with your brand’s online presence. You don’t have to start at square one with every post. You are essentially re-gifting this content to a wider audience range through cross-posting on third-party sites.
Through backlinking, content syndication still brings traffic back to its original host. It also maintains your brand’s message and overall vision in a consistent format. In the long run, this can also help you establish your brand as a leader in its given industry because you appear on multiple sites, which can boost your credibility.
8. Bolsters Brand Awareness
B2B content syndication can also help build brand awareness. The content syndication strategy allows new brands to find a way to emerge in the industry while letting existing brands improve their position. Each encounter of a consumer with your brand creates an impression, with 5 to 7 impressions needed to build lasting brand awareness.
You can accomplish more brand impressions by posting unique, compelling, or niche content on a third-party website. Regular posting on third-party sites will enhance your company’s credibility. It also helps solidify a firm footing in its given industry.
Brand awareness can work for your business’s favor in many ways. A study found that 46% of U.S. consumers were actually willing to pay more for a trustworthy brand. Content syndication creates the brand awareness you need to get the word about your company out there to your chosen demographics.
The more people that know about your brand, the higher the likelihood will be that you will obtain more sales later on.
9. Allows for the Use of Different Forms of Content
Articles and blog posts are the most common type of content used for content syndication. However, you don’t need to limit yourself to just these forms of content. As a business, you should differentiate your content to attract a wider variety of consumers to your site.
Some other forms of content syndication content may include:
- case studies
Video content, especially how-to videos and product demonstrations, are one of the most popular forms of content. It is easy to view and easy to share. It makes digesting information much easier when it is in visual form.
Some content may be only available for access after filling out a full contact form. Content syndication often gets mistaken for guest posting, but they are not the same thing. Guest posting relies on creating entirely new content, while content syndication is the reusing and republishing of existing content for use on a third-party site.
10. It Is a More Cost-Effective Marketing Strategy
Another great benefit of content syndication is that it is one of the most cost-effective forms of content marketing or digital marketing mediums, especially when compared to traditional marketing methods. Content syndication is a superior method for generating multiple leads without the need for a large marketing budget.
Content syndication can even be automated. This will keep the content on third-party websites updated regularly on its own. Lead generation will continue to grow with minimal effort or cost associated on your end.
For a newer business, like a startup, that wants to focus on content creation solely as a form of cost-effective marketing, content syndication is an ideal choice. Re-posting content on third-party sites gets results for a minimal cost. Third-party providers can also benefit from this strategy since it gives them access to free content to use as a way to build up their own websites.
11. Offers Real and Measurable Engagement
Using content syndication not only enhances brand awareness, increases lead generation and bolsters website traffic, it is also a measurable form of marketing with real engagement capabilities. Creating content fills a need for information that is highly sought after by consumers. Informative and compelling content leads to increased viewing and sharing.
Using backlinks as part of this hosted third-party content allows you to give consumers reading your content hosted on third-party sites a connection to find their way back to your site. Once on your site, your website’s analytics track visitor data.
You can measure the return on investment (ROI) by examining how many new leads you acquire through your content syndication strategy. You can also view the uptick in website traffic algorithms; specifically the unique visitors your site receives. You’ll see a noticeable improvement in both areas as a result of using these content syndication strategies.
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