Content seems to become more important to marketing and lead gen efforts year on year, but it also becomes much harder to get your content in front of the right audience.
With most brands realising that consumers want and expect their favourite brands to push out content regularly, standing out from the crowd and positioning your content in such a way that the right people actually find and read it can be a huge challenge, especially for smaller businesses.
Content syndication can address some of those challenges but is it the right option for you?
What is content syndication?
When of the simplest and best descriptions of content syndication we’ve come across is from Outbrain. It says “Content syndication is when web-based content is published by third-party websites.”
In practise, this means you give your content to a platform or service to re-publish for you. Republishing your content in other places gives you access to a much bigger audience than that available to you via your own channels, such as your blog or social media profile.
What are the benefits?
If you’re an expert in your field and have something worthwhile to share, or have invested time and money in creating really strong, useful, informative content, it makes sense that you want as many people as possible to see it. The problem for many businesses is that their own site might not have the scale of reach that could make that content likely to be seen by tens or hundreds of thousands of people.
Content syndication puts that level of reach at your fingertips. Well-known sites, which welcome millions of visitors each year, such as CNN, MSN, Sky News and The New York Times, all host syndicated content. That means a large potential audience is suddenly available to you.
In addition to a larger audience, increased exposure on platforms gives you brand building potential. It can also help you to cultivate an image of authority and thought leadership, drive more traffic back to your own site and aid with link building.
Should you include content syndication in your 2021 digital marketing strategy?
The easy answer here is yes. The benefits of syndicating your content are clear to see and, it can have a direct impact on your bottom line by acting as a lead generation tactic.
There are a few things to keep in mind however, to ensure your content syndication is successful:
- You need to choose the right syndication partner. There are a wealth of syndication platforms out there, with Outbrain being perhaps one of the most well-known. Each platform will have different costs and work with different publishers so compare and contrast; you need to select one that fits with your budget but also gives you access to a large, relevant audience.
- If you are going to syndicate existing content, you’ll need to wait until the content on your own site has been indexed by Google.
- Set goals; whether that’s to increase reach or drive traffic, it’s important to have measureable metrics in place to help you assess whether or not your syndication is performing well.
- Because you’re paying for content syndication, you’ll need to think carefully about the exact content pieces you syndicate. They need to be your strongest pieces – the content you select will need to tie into your goals for content syndication.