In order to achieve the best possible performance for your company, you’ll need to heavily emphasize your marketing strategy. Not only does this mean having a strong understanding of your audience, but it also means you should handle content syndication appropriately. Not quite sure how to go about it?
We’ve developed a comprehensive content guide with all of the major details that you need to know. Let’s get started.
So, What Is Content Syndication?
For those who are unfamiliar, content syndication is the act of republishing original content on third-party platforms. This could include podcasts, articles, videos, and similar types of content. The primary goal here is to maximize the reach of the content that you create.
After all, it’s in your best interest to get the most out of your content since you spent time and resources on its development.
What Are the Benefits That It Is Able to Provide?
When handled correctly, content syndication is one of the most useful tools to further your marketing efforts.
Of course, you will need to have a strong understanding of its benefits in order to make the most of them. Let’s explore some of the most notable.
Increased Exposure For Your Products/Services
It should not come as a surprise that having increased exposure for your products and services is one of the primary payoffs of content syndication.
As you increase your overall reach, you also increase the total volume of people who end up making a purchase. Of course, this only works if the content they syndicate is of high quality.
Reaching millions of people won’t do much for your brand if your audience isn’t interested in the type of content that you provide. Keep this in mind when developing your content marketing strategy.
Improved Lead Generation
Exposure to what your company offers only goes so far. Lead generation is often required in order to maximize your overall sales numbers.
Having content across multiple platforms can help redirect users to your landing pages. As previously mentioned, increasing the number of people who interact with your brand will improve your chances of eventually making a sale.
In this case, though, it will maximize the chances of them providing their contact information so that you can send them offers in the future. As you might expect, the quality of your landing page should always mirror the quality of your content. If either is lacking, you will likely fall short of your goals.
Higher Search Engine Ranking
Search engine optimization is something that simply cannot be overlooked. The higher your search engine ranking is, the more traffic you will be able to drive to your website.
Many people are unaware of the fact that content syndication is one of the most efficient ways to increase your search ranking. This is due to the fact that you will end up having multiple reputable platforms linking to your website. To clarify, Google prioritizes sites that authoritative sites link to.
This shows Google that your site is trustworthy since an authoritative site would never link to something shady or of low quality. As time goes on, your search ranking will help you have an easier time ranking for high-priority keywords.
This directly allows you to leverage popular keywords that you couldn’t before.
Establish Yourself as an Industry Authority
People typically look for brands that they can trust. In order to establish this level of reliability, though, you will need to have an authoritative presence in your space.
Content syndication can go a long way in pursuit of this endeavor. To elaborate, a single blog post on your company website can only do so much.
This is true even if the content itself is outstanding. When this same content is present across a large handful of platforms, though, users often find it to be more legitimate.
As you build an authoritative presence, your audience will begin to inherently trust your brand and be more likely to interact with it. A useful example could be to consider whether you would purchase a product from Nike or a less reputable brand without as much presence.
If all factors were equal between the two companies, most people would likely purchase a Nike product.
How Can I Get Started?
Many people assume that content syndication is overwhelming. After all, not everybody understands how it functions or even knows how they should get started. The good news is that it’s much easier than you might think.
The key steps are listed below.
Establish Your Goals
To get the most out of content syndication, you will need to establish concrete goals.
This will provide you with a set of metrics that you can pursue, giving context to the process. For example, let’s assume that you just wanted to get as much content out there as possible and did not particularly care which platforms you used.
Chances are that you wouldn’t achieve the results that you could have. This means less overall revenue, and it could even mean less staying power in your industry. As time goes on, your competitors are undoubtedly taking advantage of content syndication.
They are also refining and optimizing their strategies. Without goals to work toward, you will quickly fall behind your competition.
Understand the Best Types of Content
Not all content is ideal for content syndication.
In general, you will want to syndicate content that is either easy to consume or highly useful. To clarify, blog posts are generally scannable and easy for readers to understand. They provide a notable amount of value to the user despite their simplest form.
A case study, on the other hand, isn’t quite as easy for the reader to digest. However, the value they receive from this type of content is typically much higher than what they would find in a conventional web article. In general, the best types of content for syndication include blogs, videos, podcasts, and infographics.
Each of these could be of a varying length and depth. For long-form content, it’s essential to remain engaging throughout.
The average person has a relatively short attention span, and you could easily lose them if you don’t make a continual effort to keep them interested.
Leverage Content Syndication Platforms
Using the right content syndication platforms is necessary if you want to get the best results.
Similar to how not all content is suitable for syndication, not all platforms are equally useful. For those who are looking to get started as soon as possible, LinkedIn is one of the most notable options. In fact, there are two separate ways you can syndicate content on this platform.
This comes in the form of either linking to your content or posting the entire piece itself. If you choose to post the content outright, you should attribute your website name at the end of the article and provide a link to it. This will allow you to get additional traffic to your site.
Certain forums where people ask other users questions are also great ways to syndicate content. Two of the most noteworthy platforms are Quora and Reddit.
By providing a thoughtful answer to another user’s post, you have the opportunity to direct traffic to your own content by linking to it appropriately. Finally, you can leverage RSS feeds.
This term stands for Really Simple Syndication. Users who subscribe to your RSS feed will be notified of your posts within their RSS reader. This allows you to ensure that you have a solid audience every time you post.
Always Keep Track of Your Analytics
Although content syndication is simple in practice, this doesn’t mean that you can simply set it and forget it. You will need to periodically check your analytics and determine what areas need improvement.
This will also provide you with insight into the strategies that are currently working. For example, you might find that not enough people engage with video content across the platforms you use for syndication. This could signify that you should replace video content with another type of content instead.
Leveraging Content Syndication Is Essential
Otherwise, you won’t be able to get the most out of the content that you create for your business. If you feel lost during the content syndication process, remember that the above information will help ensure that you stay on the right track. From here, you shouldn’t have any trouble reaching your intended metrics.
Want to learn more about what we have to offer? Feel free to get in touch with us today and see how we can help.