What is content syndication?

There are many ways in which you can increase those numbers, content syndication is the most cost-effective and helps you boost brand awareness and improves SEO performance.

How does it work, and how can it help your business?

Perhaps this resonates with you. You create great content and post it on your blog and social media while making sure it is optimized for search engines. However, the subscribers and views are not where you would like them to be.

While there are many ways in which you can increase those numbers, content syndication is the most cost-effective and helps you boost brand awareness and improves SEO performance.

In this article, we will look at:

  • What content syndication is.
  • How to syndicate content.
  • Free content syndication.
  • Paid content syndication.

What is content syndication?

Content Syndication means republishing the same piece of content — an article, a video, an infographic, etc. on one or more different websites. It is not only cost-effective, helps you boost brand awareness, and improves SEO performance. Thus, increases the reach of content by introducing it to new audiences. Any form of content can be syndicated: blog posts, articles, videos, podcasts, and more.

Any publication, big and small, like syndicate content because it helps them give fresh information to their readers. In addition, the original authors benefit from this practice as well, since it gets their brand in front of a new audience. Belu Media, takes this a step further by delivering content to specific industries to people who meet a brand’s customer profile, helping them to maximize opportunities from the activity and ensure that opportunities generated meet a criteria that is profitable to the business.

Although similar, guest blogging and content syndication are not the same. A guest post is a new piece of content written specifically for one publication. Syndicated content is taking the same piece of content and republishing it, with permission, on other platforms.

In addition, from the reader’s perspective, you can tell if an article is syndicated, often when there is a mention on the page about the original source. It is very important to give credit to the original author and avoid duplicate content issues.

Content Syndication and SEO

Although Google does not like duplicated content, and will not penalize a website, it might not help with their SEO performance, either. One way to make it obvious for search engines and readers that it is a syndicated piece is by linking the article back to the original article.

In addition, do not forget references (links) included within the content. Each publication and media outlet has its own guidelines about references, so it is good to discuss this with the editor before starting a partnership. However, if you are able to reference your own content, a syndicated article can be a driver of referral traffic, as well as a way to improve your rankings and organic traffic performance.

This is a great strategy to integrate in order to pass authority and equity through to these links. It signals an increase in traffic from new and different referral channels, alongside a broadened backlink profile (whether no-follow or follow). Therefore, these factors give search engines further context around your content and its relevancy and popularity.

How to syndicate content?

There are two ways to go about content syndication, paid or free. Choosing free, means you focus on finding the right publications, pitching your content, and building partnerships yourself. Whereas paid solution means using tools that enable you to get your content recommended in publications quicker.

Free content syndication

These are four different ways in which you can syndicate content for free.

Option One

Republish your best-performing or latest content on bigger websites, with more readers and higher authority than your website. Because when you syndicate to a bigger publication or media outlet, you amplify your reach. However, because readers can consume the entire piece of content directly on the third-party website, there is not a big reason why they would check out the original source. As a result, only a small percentage of the readers will visit your website. However, if your main goal is to increase your brand awareness, then syndicating on major publications is a great tactic to incorporate into your marketing strategy.

Option Two

Syndicate old content on websites with roughly the same authority and audience as yours. If you want to focus more on a niche audience, then the best thing for you would be to consider syndicating content to more focused publications. Ideally, it would be with a publication with similar authority and readership as your blog. They might also allow more backlinks so you can reference back to your blog from the article. It’s a great way to let their readers discover more content on your blog and an additional way to generate more new leads.

Option Three

You can also guest post on a bigger publication and syndicate later on your website or other online communities. However, sometimes publishing on a bigger site is best as they might only be interested in fresh, original content, such as Launched. After a while, you can republish that piece to your own audience and social channels. However, this depends on the publication and its rules and regulations.

Option Four

You can also get picked up by websites that focus on syndicating content. Here, you can take the title of a recent article from a big publication and type it into Google, you will then maybe see it has been picked up by many other small publications. In most cases, they will usually publish an excerpt from the original piece and link back to the source.

Option Five

You can also get noticed by other websites by posting great content, including infographics, graphs, and valuable information that many are searching for. They might, however, only publish a part of the original piece and create backlinks for their followers to find your original article on your site. While this is not the usual form of syndication, it does achieve your original aim – to extend the reach of your articles and content.

Paid syndication

Paid content syndication is what it means when you pay to be published.
The most common form of paid syndication has been around for a while. Big brands often collaborate directly with big publishers and get their content in front of a big audience. This tactic, however, wasn’t available for smaller brands with a more limited budget.

Fortunately, there are now tools that make it possible for even smaller brands to appear on bigger sites than their own.

The way these platforms work is similar to a PPC campaign. You can set a budget, a cost-per-click, and a target audience. Then the platform serves readers with your ad as a recommended article, featuring a short title, an image, and a backlink (often no follow links) to your website. Each time a reader clicks on one of the ads, you are charged a cost that varies depending on the campaign settings and the target audience.

Even though paid syndication is a much more straightforward option to get your content featured in major publications, paid syndication does not give you the same SEO and even brand awareness benefits as free syndication.

In summary,

Content syndication is a great opportunity to reach a new audience. In addition, to potentially convert those readers into leads. Furthermore, if you syndicate other publications’ content on your own site, you can serve your valuable content without requiring them to leave your site to find it elsewhere.

If you want to start syndicating content, check out our publishing platform, Launched. Create an account for free and fast-track past the email boxes and get your content published quickly and easily.

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