Content syndication is a powerful way of distributing your content across a wide variety of platforms in order to reach a vast audience.
A marketer cares about ROI, which means they will want to spend their budget where they will see great returns. Content syndication will help a marketer come up with new leads, reach a broad audience, establish a presence, share content on many channels, drive traffic to their website, and establish their brand as an authority within a given industry.
A great way to understand what content syndication does: It’s like you are spreading seeds on a farm. Just like a farmer scatters seeds, your content is scattered across the “farm,” which is the many platforms on the internet.
Suppose you want your content to be seen. In that case, you can’t randomly distribute your content on random websites and hope they get noticed by the right kind of audience that would drive traffic to your website. It would help if you had good strategies in place so that you could reap the benefits of content syndication and avoid the pitfalls of SEO.
Key benefits of effective content syndication for SEO:
It increases your visibility and reach.
Syndicating your content will not only allow you to be more visible on the internet, but it also does a great job at increasing traffic for your website. This builds brand awareness.
Improves your brand authority.
When your content appears on well-known platforms, people start associating your brand/company with trustworthiness, and this can position you with authority in your field. Trust and credibility lead to higher engagement.
Gives you higher referral traffic.
As more and more readers discover your content on third-party websites, they may click through and start learning about your business, which will eventually lead to more conversions. It’s also a great way to tap into your target audience.
Diversified distribution of your content.
By syndicating your content on many platforms, you broaden the audience, and that reduces dependence on a single source of traffic. So, this gives your overall strategy more resilience.
Content syndication strategies that will prove to be valuable to your business:
Create content that can serve as a digital asset.
Create content like e-books, videos, webinars, podcasts, graphics, and more, and give consumers access to them once they fill out a form where you get their name, age, email ID, and other relevant details.
This basically gives you a list of people who are interested in what you have to offer, and many of them could convert into paying customers. More than 75% of B2B digital marketing assets are behind one of these “walls,” where a potential customer has to fill out a form in order to gain access to it.
If someone is voluntarily offering up their information in order to gain access to your original content, it means that they are interested in what you have to offer. Your aim should be to leverage it so you can convert them into a paying subscriber.
Know your target audience
Before you syndicate your digital content, it is imperative that you understand who your core demographic is, what industry they belong to, what kind of jobs they work, and their approximate geographic location.
Optimizing your content syndication efforts by having a targeted strategy will filter any potential low-value leads. You will be able to focus on customers who have actual intentions of buying from you. Knowing your target audience ensures you don’t waste time and resources on an audience who sees your content but might not have the intention of actually buying from you.
Make content that’s easily digestible.
It’s not just about distributing your content but also about making sure that the content is relatively short, easy to read/understand, and doesn’t make the reader scramble for what they are looking for. For example, if you have an e-book or a report, it needs to be easily scannable and efficient when it comes to what it is trying to convey.
Choose quality over quantity.
It’s not about getting your content onto as many websites or platforms as possible. You need to focus on syndicating the content to high-authority websites that properly align with what your business does and also help you find your target audience. A quality partnership that will help you get better results is going to be much more worthwhile than spreading your content across tons of websites that don’t really get you the kind of audience you need.
Content needs to be customized for each platform.
The syndicated versions of the content you want out there need to be tailored so that they fit the right kind of audience. This means you need to adjust and tailor images, videos, headlines, certain sections, etc. so that it can feel more relevant for the many different kinds of users you may find on each platform. In a lot of cases, customization is key.
Nurturing leads will get you a long way.
Up to 80% or more leads don’t end up converting into paying customers, which is why nurturing specific leads that you feel are promising is essential. They can be converted into loyal customers.
- It is one of the most essential components in your content syndication strategy arsenal.
- It is also a great way to build relationships with your customers, answer any questions they may have, address any concerns, and eventually convert them to paying customers.
You might have to make use of email campaigns to make sure that your business gets seen by certain leads because some of them need more time to be ready to buy. Email campaigns do a great job of saying, “Hi, this is what I’m offering; this is why I’m great, and you know where to find me.” Writing a well-worded, lead-nurturing email can go a long way when you are trying to convert them.
Leverage many social media platforms.
a. Find out which social media platforms are relevant to you. There’s always a platform that fits into a specific demographic.
For example, if I wanted to push content about consumer technology, I would syndicate my content on platforms like Instagram, YouTube, and TikTok. These are the platforms where most people in their 20s, 30s, and 40s, people who would be inclined to have an interest in consumer technology, spend a lot of their time scrolling.
b. Making use of the different social media channels will help you reach a large number of individuals. Share links on these platforms. This will drive traffic back to your website, which will drive up engagement.
Monitoring performance metrics is critical.
a. Make use of analytical tools like Google Analytics to track how the syndicated content is performing and if it is within your parameters for success.
b. You can keep track of things like engagement rates, traffic, referral numbers, how many people are converting, etc., so that you can assess how effective your efforts have been.
c. This will help you fine-tune your approach in the future. But, you need to make sure to keep at it by regularly maintaining track and documenting your findings.
What you offer needs to be memorable.
– A significant portion of your efforts need to go into making digital assets that will leave your customers thinking about it. It needs to make an impact on them. On a daily basis, an average individual spends close to 8 hours in a day looking at digital content.
– The sheer amount of information a person could consume in a day is mind-boggling. Therefore, what you offer needs to stand out and be unique in a way that will leave an impression.
– It can sound daunting at first, but once you are able to nail down a unique brand identity, it becomes easier. Make use of unique fonts, colors, graphic designs, animations on your website, and a tone that describes your brand.
– Make use of email marketing so that they can be reminded of your brand and also stay in the loop about all your updates. Try to be personable in your communications so that they feel like an actual human is emailing them, even though it will be an automated campaign.
Keep at it. Track performance metrics and constantly optoimize your approach. Some will work, some will not.
Final thoughts
In today’s digital landscape, effective content syndication can be a game-changer for your SEO strategy. Keep in mind that success in this area doesn’t happen overnight; it requires a blend of patience, precision, and a focus on quality over quantity.
You need to prioritize meaningful connections and deliver content that resonates with your audience. You not only expand your brand’s online presence but also build trust and credibility. Content syndication can transform your brand into a trusted authority in your industry as long as you strategize effectively.
Here’s an engaging discussion on Reddit about content syndication strategy.
Content Syndication Strategy
byu/chrispanteli87 inAskMarketing
FAQs
1. Is content syndication worth it?
Yes, it actually is. Here’s why:
– It can be highly effective when done correctly.
– It gives you great exposure and reach.
– Enhances your SEO.
– Improves lead generation.
– It is time and cost-effective.
– Boost your ROI by funnelling leads into your pipeline.
However, you need to make it worthwhile by creating high-quality content that is relevant to your target audience. Make sure you partner with platforms that fully align with what you stand for and what you do as a brand. You also need to track and measure everything. Monitor the performance of your syndicated content so that you can identify what works for you with data-driven decisions.
2. What is a Content strategy?
It is a comprehensive plan that fully outlines how a business should be creating, managing, and distributing its content, which will help the company achieve specific goals it may have. It has four fundamental aspects: planning, development, delivery, and governance. The content that is created needs to be effective and also tailored to appeal to a target demographic.
3. Is content syndication top of funnel?
Yes, content syndication is a “top-of-the-funnel” marketing activity. It mainly focuses on generating awareness and also attracts potential customers right from the beginning of a buyer’s journey.
Here’s why it is at the top: it generates awareness, attracts leads, builds brand authority, nurtures leads, and has engaging formats of content that are designed to engage and educate users.
