Content Syndication: What it is & How to Get Impactful Results

November 01, 2023 | Uncategorized

You put a lot of effort into your content. You shared it on your blog on social media and made sure it was search engine-friendly. However, the number of views and subscribers is less and needs to meet your expectations.

If it’s any consolation, know that gaining traffic is a frequent issue for most marketers. While there are various ways to increase those numbers, content syndication stands out because it is affordable, aids in raising brand awareness, enhance SEO performance, and converts leads.

That’s only possible if you do it correctly. If not, you risk having other publications outrank you with their material. Selecting the incorrect website to syndicate on may also hurt your results.

You could ask yourself, “How should I use this tactic, and how can I avoid the disadvantages?”

To make this strategy effective for your company, We’ll outline the best practices for content syndication in this blog post. But first, let’s discuss what content syndication is.

What is Content Syndication?

Republishing the same material, such as an article, a video, an infographic, etc., on one or more different websites is known as content syndication. Large and small publications like syndicating content since it enables them to provide their audience with up-to-date content.  The original authors also benefit from this practice since it exposes their names to a new audience. It’s a win-win situation.

Although they are comparable, content syndication and guest blogging are distinct. An original material created just for one publication is a guest post. The definition of syndicated content is the act of republishing the same content on other platforms with the author’s consent.

There is typically a reference to the source on the page, so from the reader’s perspective, it is easy to determine if an article was syndicated and not a guest post. Publications typically include text like this to indicate syndicated content:

“This article originally appeared in [Original publication + Link].”

Alt text: Visual Representation of what syndicated content looks like

Source: Hubspot

 

Content Syndication and SEO

You undoubtedly already know that Google dislikes duplicate content.

Although it won’t immediately penalize a website for duplicate content, its SEO performance can suffer.

The good news is that syndicated and duplicate content are not the same. Even Google has stated that it is acceptable to syndicate content as long as it is done correctly, and it is evident to both readers and search engines that what they are viewing is a syndicated piece. You can accomplish this by adding a link to the original article and, ideally, convincing the third-party publisher to include a canonical link.

The publication typically determines how to add the canonical link. If the procedure needs clarification, the editor should bring it up immediately.

Remember the references (links) that are contained inside the content. Again, each journal has its policies on references. Therefore, addressing this with the editor before beginning a collaboration is advisable. However, if you can include references to your material, a syndicated article can help you raise your ranks and increase organic traffic.

Senior Web Strategy and SEO Manager at Auth0 Scott Mathson claims, “If you include internal links, content that you syndicate across platforms often passes authority and equity through to these links.” Search engines gain additional context about your content’s relevance and popularity from signals such as increased traffic from new and diverse referral channels, a broader backlink profile (whether nofollow or follow), and other variables.

Scott has seen how (directly and indirectly) content syndication might affect a website’s SEO performance. He has grown the website’s backlink profile from 200K to over 4.4 million over the previous two years through content syndication (among other strategies).

After covering the fundamentals, let’s move on to successful content syndication strategies.

Content syndication can be done in two ways: free or paid. The free method requires you to pick the appropriate news outlet, submit your work, and develop relationships one at a time. The paid solution involves technologies that help you quickly approve your content in essential publications.

 

How to Syndicate Content

  1. Republish your most recent or successful articles on more extensive, popular, and authoritative websites.
  2. Share outdated content on websites with a similar audience and authority as yours.
  3. Post on a more popular website as a guest and syndicate it afterward on Medium or LinkedIn.
  4. Get syndication on websites that naturally take your content.
  5. To get your work published in well-known magazines, use paid services like Outbrain and Taboola.

How is syndication different from plagiarism?

There is no such thing as a specific content format for syndicated content. It duplicates the material you’ve already written. 

However, isn’t plagiarism similar?

No. Syndicating content is significantly different from plagiarism. When you copy original content from a website and republish it elsewhere without crediting the original author, you are said to have plagiarized the work.

Syndicated content, however, makes it known where the original article was published with a statement like “Published originally on website name on date.”

You’re straddling a fine line in this situation. If you don’t correctly syndicate your content, it’s also feasible that it will be considered content plagiarism. 

In addition, content syndication differs from content curation. When curating content, you gather information from various sources and arrange it to serve readers best.   

The idea is that you will include content from several sources and provide further analysis on it. You will always produce the fundamental content regardless of you or your vendors.

This differs from content syndication, where your original content can be published on other publications or channels. Some typical sites where you can post your syndicated material are print/digital magazines and reputable industry-related platforms. 

Benefits of content syndication

Brands that syndicated their content have benefited from excellent product coverage and higher reviews. 

Consumer electronics firms who syndicated their content saw a 324% increase in reviews and a 26% increase in product coverage.

However, those are not the only advantages of syndicating your content. Let’s explore some of the numerous additional benefits of content syndication.

1. Content Exposure

Through content syndication, you can reach readers, viewers, and potential customers who may have never encountered your brand naturally. When you upload a straightforward infographic on a reliable website, thousands more people will see your content than if you stick to posting on your website. Additionally, you can regularly syndicate posts on that site to reach a new audience. 

Overall, content syndication maximizes the visibility of the content you’ve invested a lot of time or money into producing. 

You can use articles (or portions from them), eBooks, whitepapers, videos, etc. as your syndicated content. Syndication helps you develop your position as a thought leader and allows you to use multichannel marketing to reach more of your company’s target audiences. For free content distribution, you can use various platforms, including social media sites (such as Facebook, LinkedIn, and YouTube), media-focused blogs, or content hubs (such as inbound or media). Alternatively, you might use syndication websites like Medium, which hosts numerous syndicated posts. 

Syndicating your material increases traffic and the number of people who follow your brand and content. Consequently, your website, social media accounts, and other platforms can reach a larger audience.

2. Lead generation

Content syndication is a quick and efficient way to exhibit thought leadership.

Each piece of content that syndicates gated content has the potential to generate real money. Before the prospects receive their content assets, they must fill out their contact information. Using this lead generation through content syndication, you can gather the prospect’s information, which you can then utilize to target them and win them over as clients. 

It’s crucial to keep in mind three factors while tracking the leads you’ve generated from syndicated content: 

  1. When a user registers to download an eBook, a webinar, or another sort of content, they aren’t interested in your product; they are interested in the topic.
  2. This user may not be familiar with your brand or service and has yet to download any content from your website.
  3. It’s critical to follow up with your leads promptly. If you wait too long, they might forget about your company. Timing is important.

3. Link generation

Whether articles, movies, or graphics, content syndication services can publish your work and give you credit by connecting to it.

This helps to raise your rankings in the SERPs (Search Engine Results Pages) by enhancing the SEO of your website. Your brand’s authority online will consequently rise. Additionally, the syndicated posts and higher ratings could result in more people visiting your website. This has a favorable effect on your SEO and might increase your sales and revenue. 

Although some risks are involved, content syndication is also an efficient approach to sharing resources with a larger audience. Search engines dislike repeated content. Consequently, only one page will be shown on the results page when a search engine discovers many pages with the same information. For this reason, it’s crucial always to include a link to the source in the syndicated article. The search engine is informed by these links that the post they are crawling is syndicated.  

Work with Content Syndication Partners

Partners in content syndication are websites that accept the syndication of outside material because it’s an easy and frequently inexpensive method of interacting with their intended audience.

The two basic categories of content syndication partners are noncompetitors and syndication networks.

Syndication networks are collections of websites that collaborate to share the same material. For instance, Gannett controls a large number of regional media companies. An article may be syndicated by one newspaper and then appear elsewhere. A fantastic strategy to get publicity on several websites at once is pitching a site part of a syndication network.

Commercial rivals are not noncompetitors. But your target market and theirs are similar. Maybe you run a brand of kid’s toys. Parenting blogs, children’s clothing stores, and educational resource websites are examples of your noncompetitors.

Try the following searches (search phrases) on Google to identify websites that feature syndicated content similar to yours:

“republished with permission” [topical keyword]

“republished from” [topical keyword]

“originally appeared on” [topical keyword]

“syndicated from” [topical keyword]

Add inurl:[domain] to your search to focus it on sources relevant to your topic.

Here is an actual example of an inbound blog that syndicates content:

 

Alt text: Example of blog that syndicates content

Source: Hubspot

Tip: The quotation marks (“) ensure that Google searches for the phrase you just inputted. Find out about additional Google search operators so you may be more particular with your queries.

Free Content Syndication

There are four basic ways to distribute your work for no cost:

  1. Republish your most recent or successful articles on larger, more popular, and authoritative websites. Your reach expands when you syndicate to a larger publication. There is no reason for visitors to visit the source, given that they can read the whole article on the third-party website. Therefore, just a small portion of readers will go to your website. That being said, syndicating in well-known magazines is the best action if your main objective is to raise brand awareness.
  2. Syndicate outdated website content with a similar audience and authority to your own. Consider syndicating content to specialized magazines to concentrate more on a particular target. Try to find authoritative sources with a comparable audience to your blog. They also permit more contextual links, which allow you to connect from the article back to your blog. It’s a fantastic approach to attract new leads and let their readers to find more content on your blog
  3. Post on a more popular website as a guest and syndicate it on Medium or LinkedIn. It may be beneficial to publish on a popular website initially because they may only be interested in recent, unique content. You gain the advantage of exposing your thought leadership to a large audience who might have yet to find your content. Afterward, freely redistribute the article to your audience and social media channels, depending on the publication.
  4. Get syndication on websites that naturally take your content. If you Google the title of a recent piece from a major journal, you’ll discover it has been republished in numerous smaller publications. 

Paid Content Syndication

Syndicating paid content is paying to be published.Paid syndication’s format has been around for a while. Large publishers and big brands frequently work together directly to put their content in front of large audiences. However, smaller businesses with a tighter budget could use something other than this strategy.

Nowadays, companies of all sizes may appear as recommended content on websites like CNN, BBC, or The Guardian, thanks to platforms like Outbrain and Taboola. These platforms operate similarly to any PPC campaign. You can specify a target market, a cap on your spending, and a cost per click. The platform then presents your advertisement to visitors as a suggested article, complete with a picture, a short title, and a backlink to your website.

It’s important to note that these links have no SEO authority. They are regarded as “sponsored content” by search engines and occasionally by readers. Publishers will label the content as “Sponsored” (or something similar) when they publish it. Like this:


Alt text: Example of Paid Content Syndication

Source: Semrush

 

Every time a reader clicks on one of these advertisements, you are charged a fee based on the target market and other campaign settings.

That said, sponsored syndication is far easier to get your work featured in well-known magazines. This method may be the only way to get your stuff on websites like CNN. However, paid provides different SEO or brand awareness advantages than free syndication.

Conclusion

Content syndication is a great way to expand your audience and turn readers into leads. Additionally, you may provide your visitors with up-to-date, worthwhile content without having to send them elsewhere by syndicating the content of other publications to your website.

MRPSyndicate enhances the content reach of corporate organizations to gain deeper insights and improve their GTM strategy. The platform is designed to provide personalized and unified content experiences for customers.

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