Content Syndication Tips.

Content Syndication Tips.

There are many essential components that comprise a successful content marketing strategy-which should include everything from a full understanding of your brand identity to developing profiles of your audience and ideal customers to creating a content calendar and so much more. 

Except for our purposes here, we'll focus on two key, equally important components of content marketing. the primary is content creation. The second is that the distribution of said content. Because in any case , what good may be a piece of marketing content if no one is around to read it?

Content syndication falls within the latter bucket. While not as commonly used as other distribution methods-only 30% of B2B marketers consider It to be their most profitable lead generation tactic-most people are conversant in the basics.

Content syndication is all about republishing existing online content on one or more different platforms, to show content you’ve already created to different audiences. It’s an easy enough concept that we’re not going to detail the fundamentals here. Rather, we’re visiting show you the expert-level techniques most people don’t know about to maximize what you get out of the practice.

Only Syndicate High-Performing Content

It wont to be that you only syndicated text content-blogs, whitepapers, and therefore the like. Nowadays, you'll just as easily syndicate videos, infographics, slide presentations, and even recordings of your webinars. So, while you'll technically “syndicate anything,” you don’t want to syndicate content that hasn’t performed well within the hopes that it will do better in front of a new audience.

Content syndication may be a strategy to amplify your reach by putting your best content onto platforms with more readers and a higher domain authority than your own website. If you publish underperforming, unpopular content on other platforms, it’s presumably going to underperform there as well. because the saying goes, you can’t make a silk purse out of a sow’s ear.

You may be wondering why you can’t simply retool your underperforming content and then syndicate it. Before you are doing that, however, you would like to determine why it missed the mark in the first place.

If and once you do rework existing content, however, you would possibly as well distribute it through your usual channels and see how well it performs for a few months. If it hits all the proper KPIs you establish for it, then you ought to syndicate it to amplify your reach.

Content syndication isn’t a solution that’s going to revive dead, unsuccessful content and make it work-but it can take what already works for you and facilitate your squeeze more out of it.

Syndicate on the acceptable Platforms

There are some truly great platforms on which you'll syndicate your B2B content at low-to-no cost. These include social media platforms like LinkedIn, Reddit, Pinterest, and even Tumblr, also as content publication platforms like Medium, SlideShare, Quora, and therefore the like. 

You'll also reach out to non-competitor websites within the same industry and arrange for a mutually beneficial syndication agreement-provided, of course, they a minimum of have the same level of domain authority and share a similar audience as you.

When people speak about paid content syndication, they normally give some thought to getting their content sponsored through platforms like Outbrain and Taboola. Those work essentially like all PPC campaign: you establish a budget, a suitable cost-per-click rate, and your audience . 

These platforms then push your content ahead of an audience that fits your parameters. you ought to know that it will be tagged as “sponsored content” by search engines and even readers, and won’t offer you any SEO juice or benefit you from a brand-awareness standpoint.

The other option when it comes to paid content syndication are platforms or service providers that offer specific audience targeting. These services usually have their own databases of many verified B2B contacts with matching intent data-which is a key differentiator and a real game-changer. 

A content syndication partner will get your content ahead of an audience that matches your unique criteria AND are in-market and likely to make a purchase. It’s like dangling a carrot ahead of someone who’s already said they want carrots-it’s a cost-efficient and more focused strategy than relying on the content recommendation platforms.

Carefully Prepare Your Content to Avoid Duplication

There are two reasons why marketers might recoil from content syndication. the primary is they worry they’ll lose the audience they’ve already cultivated because their readers can see their content elsewhere. The second may be a fear Google will tag the syndicated content as duplicate content, which might result in a negative “hit” on their SEO ranking. In both cases, you'll assuage those fears by preparing your content carefully prior to syndication.

Regarding the primary concern, the sole time syndication won’t benefit you is if the content you’re syndicating doesn’t include enough inbound links pointing back to your website. Relevant links can potentially enhance your brand recognition and increase traffic into your site.

As to the second concern, it’s true Google doesn’t like duplicate content, as it’s commonly seen as a malicious thanks to ramp up one’s presence by essentially flooding search results.

It’s easy enough to avoid duplicate content penalties when syndicating. First, include links back to your original article. this may signal to Google that the content it’s crawling is syndicated on purpose and pass on equity and authority through these links. Second, you'll tag the original content as canonical to indicate that it’s the original piece. 

Finally, you'll request your syndication partner to use the noindex tag to effectively hide that version from the search indexes altogether. You don’t necessarily need to do all three; the first technique-including links to the original piece on your website is sufficient to ensure your syndicated content is SEO-proof.