We all know that: The heart of a Content Marketing strategy has always been the blog – because it represents most of the message you want to convey.
What happens when blog content has quality, but no traffic?
Of course, you will start with content promotion and SEO, right?
The next problem is, it can take months for those tactics to bear fruit. This is really annoying if you want faster results.
And that’s when you need Content Syndication.
If you are wondering: What is Content Syndication, is it right for your business? Doubtful whether Content Syndication is really good, effective or bad for the website?
So let’s learn the basics of Content Syndication and some tips to get started!
Let’s go!!
WHAT IS CONTENT SYNDICATION?
Content Syndication is when a 3rd party website re-posts the exact same content from another site – from your business Blog, for example.
The content that appears can be the whole thing, or a short edited clip, or an excerpt.
You are wondering: This is okay, with this tactic, will Google give a penalty to your website? You do not need to worry, because Google will automatically understand which is the original – the main content.
Does Google encourage businesses to apply Content Syndication? The answer is yes.
When one of your articles is syndicated on another website, there will usually be a link back to the original website or article.
For readers, the only difference is that this content has already appeared on another page and the original article information will be mentioned directly under the title.
When the articles have reached quality, that will be an advantage. Therefore, you can take advantage of all the opportunities to publish to other top sites.
WHO SHOULD USE CONTENT SYNDICATION TACTICS?
One thing I want to stress to you is this: Content Syndication is not a good tactic for every business.
Because, the first priority goal of Content Syndication is to get traffic from other websites, even at the expense of some benefits.
In particular, for Content Syndication, businesses must own quality and unique content for users. Because readers at third sites can judge the quality content or not. Of course, if your content does not meet the requirements, the amount of referral traffic will not be able to bring good results.
Sometimes, in the process of using Content Syndication, there will be some cases that you don’t want to happen, that is, Google ranks the re-posted article higher than the original one, but this is a rare case, because Google can The algorithm determines which original articles to rank.
The best way to overcome the above situation is that the re-posted article needs to attach a canonical link to the original article.
And especially important, when the content of the website’s articles has duplicate elements, perhaps this tactic is not for you. “Duplicate Content” will occur.
The best effect Content Syndication brings only when businesses own quality content, unique and really bring benefits to readers.
WHY SHOULD YOU ADOPT CONTENT SYNDICATION TACTICS NOW?
If your business has great content but limited traffic, the ideas will go to waste.
Therefore, re-posting content to a third-party website – which owns a high volume of traffic will help your website attract a large audience from other channels.
In addition, with good use of Content Syndication, the business brand will create a viral effect. Due to the frequency of appearing the business brand on popularly published authority pages. At the same time, since then, users implicitly acknowledge that your business is reputable and they easily make decisions when choosing to buy your products/services.
Search Engines – Google may rank articles in large websites higher in the original search results. As I mentioned above, however, it still benefits your website. That is, creating links to your website and traffic will increase at no cost.
WHERE AND WHEN SHOULD YOU REPUBLISH?
When you decide to test a Content Syndication strategy, the results depend on how you go about it.
The first problem to solve is where the syndicated content will be posted – on what platform?
Here, I will divide it into two cases:
- First: If you have a high-traffic private website, this can be a great platform to repost content from the main blog.
- Second: If you need another platform for Content Syndication, what you need to do is find a way to build and negotiate with editors at third-party websites to be able to publish content on their sites.
Next, in the process of re-posting content you need to answer the following 2 questions:
What content will be selected when performing Content Syndication?
The most important criteria you need to pay attention to is the quality of the content:
- Content must be unique
- Content must bring value to users
- Is the content appropriate for a third-site audience?
Therefore, in the process of selecting content, you need to ensure its relevance when posting on other websites.
How much content to repost?
There will be no specific limit on how much you need to repost.
It is important that you control the strategy you are implementing, as well as balance the quality between the repost and the original content.
One thing to remember, make sure your website will have exclusive and high-quality content. Because of the value and reputation from implementing Content Syndication will bring the best results if users have a reason and motivation to visit your business website.
At the same time, the implementation of Content Syndication will depend a lot on the current business context.
If you are a startup, you can spend more time posting content on other websites to promote your brand to all audiences – take advantage of the opportunity. If your business already has a sustainable brand and reputation, you should be more selective and moderate in the process of re-posting content.
POPULAR PLATFORMS DISTRIBUTING CONTENT SYNDICATION
When looking for a third party to do Content Syndication, here are a few platforms to consider:
- Multi-Author Blogs: For business-related content in the industry, the Business 2 Community makes it easy to syndicate content via the Blog RSS feed. For digital marketing and social media, Social Media Today is a similar B2C option for you.
- Social Media: Lots of platforms you can leverage for long-term publishing of content, such as: LinkedIn, Quora blog, Facebook’s Instant Articles and Notes, etc.
- Blog Platform: In addition to Blogs on your business website, you can republish and syndicate content on other Blog Platforms with built-in audiences.
WHEN TO REPUBLISH CONTENT ON PUBLISHING PLATFORMS?
The best time to republish content on other posting platforms is: When you have decided to target increased brand awareness, distribute content, maximize exposure to users.
Supplied versions of a Blog post appear after the original version, but how soon?
Of course, you wouldn’t want to see reposts on a third-party website outrank your original version just because the site has more authority. So you need to make sure Google has seen your original content and that the link is set up correctly. In this way, the versions will do their job properly to increase the awareness and branding of the original content.
Also, if you plan to deliver a piece of content to the platforms when it is published, remember to arrange a logical publishing schedule to maintain and attract readers effectively in the long run.
TIPS TO START IMPLEMENTING EFFECTIVE CONTENT SYNDICATION
At this point, you already understand the working mechanism of Content Syndication, right?
Now, I will suggest you tips to increase your chances of success when starting out.
1. Master the real battle
Syndication relationship will be very similar to Guest Blogging. The relationship-building process is similar.
Once you have identified the target audience, the audience you want to target, you need to research more about their content and style, as well as whether they accept Content Syndication or not.
Then send them your offer and most importantly highlight what your business offers them.
As you build a relationship, you can learn more about the specific process of requests such as: Do they need an RSS feed or want you to post via email or in person
2. Don’t forget the link
Links are essential to the success of a Content Syndication strategy.
During the partnership-building process, make sure that the partners showing the content back to you include a canonical link to the original post before publishing. This will implicitly send a message to the search engines who is the owner of the SEO – who is the original version.
3. Create Momentum Series (Momentum – Propagation)
Ultimately, as you use Content Syndication for brand recognition, user education, and deeper dives, your opportunity is to build the Momentum chain.
By making a piece of content available to multiple platforms and making those versions more recognizable, that content can target your business’ omnichannel awareness campaign.
This takes strategy. However, it may have happened if you were providing an internal part for the first time or you only worked with a single partner.
When you decide to use Content Syndication, really put in the effort to create a variety of strategic partnerships and create momentum for this tactic.
CONCLUSION
What do you think about Content Syndication tactics?
Overall, simple and easy to do, right?
Of course, when you use Content Syndication well, it will bring a lot of benefits, increase visibility to wide users and write guest blogging will save you time and ideas significantly.
If you have a media property and need it to continuously deliver to your users, why not give Content Syndication a try?
Make good use of business development opportunities!
Wishing you much success.