What is Content Marketing?
Content marketing is an umbrella term encompassing a lot of strategies and techniques to meet communication goals by applying the most relevant content to hold and engage customers. It is applied throughout the entire customer journey and customer life cycle.
Under this huge umbrella of content marketing, creating content to add value to users’ lives is just one part. The other equivalently significant part in your content marketing strategy is content distribution. Content distribution is the ‘ugly’ stepsister to one of the most effective online marketing strategies used today.
People will not find you, you need be where they are!
For today’s buyers are entirely self-driven, distributing interesting content that is relevant and valuable to them, can help you reach new audiences while generating continuous traffic to your site.
When we talk about content distribution, we often come across a term -Content Syndication. But what exactly is content syndication?
A “syndicate,” by dictionary definition, is “a group of individuals or organizations combined to promote some common interest.” In media, this means legally publishing someone else’s content, typically in exchange for a fee or credit. The modern buzzword “licensed content” is often used interchangeably with “syndicated content.”
Simply put, content syndication is a process in which your original content is distributed among various receiving platforms. In most cases, it includes making your feeds available from the source site to other sites with an update or summary of the website’s freshly added content, for instance, forum posts or the latest news regarding the site.
In addition, the term Content Syndication is also used to describe licensing your website content to be used by other websites. In this case, syndicating the content means publishing it on another site.
This not only supplies a sound exposure to the original publisher’s website but also results in more backlinks. And who doesn’t want back links? That too in such a cost-effective manner or we may call it an even free form of online marketing.
As search engine optimization (SEO) plays an important role in Internet marketing, content syndication and content syndication tools have become an impressive way for link building.
If done correctly Content Syndication can be a very efficient way to grow and enhance your online visibility.
Guest posting and Content syndication
For those who might confuse guest posting with Content Syndication, let us first understand the difference between these two.
Yes, both of these are utilized to drive more audience to your website, but they are not the same thing at all.
- Guest Posting is creating content for publication on a third-party site. Under Guest posting, you do not publish that content on more than one site, including your own website. Check out these few platforms for guest posting here and here.
- Syndication is when you take content which is already published on your own site, and you give one or more other parties permission to post a copy of that content on their site. Explore some of the syndication platforms here.
Note:-The syndicated content could be a complete copy of the content on your site, or may be just a part of it.
Why should you do Content syndication
You should syndicate if you any of the below 3 objectives in mind-
- Brand exposure
- Website traffic
- Lead generation
It is especially useful if you’re a smaller publisher or an energetic author who wants a bigger audience from a more authoritative site.
Check out the complete infographic here.
By having your blog content published on Triberr (for instance) you will be exposed to a much wider audience that isn’t your own, who may then visit your own blog.
The other major reason for doing this is SEO. Some of that bigger site’s authority will be passed down to you. Sounds good. Right?
Myths about Content Syndication
Moving forward let us bring out focus on some of the myths that exist around Content Syndication.
Below you can find the 4 major ones and rationale for why they should be dismissed.
- Duplicate content issues and ill-effect on SEO
The myth: Some content marketers are frequently worried that using content syndication platforms will make them lose a lot of their endemic audience because readers can see their articles elsewhere.
The reality: Syndication can place your articles in front of new eyeballs. Syndication can also help establish your brand recognition and ultimately raise your own site’s traffic. The syndicated content is not processed as a duplicate content by Google as you are licensing your content to partner sites to re-publish your content on their platform. What truly matters to search engines is the distinction between shady content farming techniques and legitimate syndication.
Let google explains more about this here
- It will reduce my own audience
The myth: Some content creators are concerned that if they syndicate their original work, they will lose a portion of their endemic audience because readers can find their articles elsewhere.
The reality: The main goal is content syndication is to present your content to more and more people. There is no way that it reduces your own audience. It attracts more readers to your original publishing site/blog instead.
- Brands should not pay for content distribution
The Myth: Some new publishers mistakenly think they can pluck content from other sites without paying for it.
The reality: Creating commercial sites without compensating or properly attributing the blogger that worked to get the story is both unprofessional and unethical. You may also encounter legal issues for lifting content without permission, such as in the case of Meltwater v. the Associated Press.
Getting started with the process
Setting up with your syndication strategy
There may be several goals that a brand plan to accomplish by Content Syndication tools. It could be- driving traffic to the main website in a fashion similar to SEO or paid search Or building awareness of your products Or maybe something entirely different.
Two fold process:
- Setting your objective-
If your objective is to capture leads, syndicating full article content out to partners might not be the best approach.
However, syndicating a headline, the first paragraph, and a link back to the blog, might make sense. If you are mainly testing to build awareness of your product or brand in a wide sense, syndication of all sorts may be in order.
- Identifying content type and the right content syndication tools
Once you know your goal, think about the sort of content you have and where you want to post it. You can begin by mapping out some content distribution partners, their requirements, and your content availability.
Determining when to Syndicate with those content syndication tools
This implies you need to settle on the proper time and space to act it. Here are some questions to consider when evaluating when and whether to syndicate a piece of content:
- What Content To Syndicate?
In general, the thumb rule here is that the content must be of interest to the other site’s audience — so make sure that you are selecting topically relevant content for syndication. Additionally, you don’t want to waste the opportunity to build your reputation on a high authority site — so, definitely you want to syndicate some of your best content pieces.
Note:-If you syndicate every piece of content you have created for your site. there will be nothing unique left for users to find when they visit.
- How Much Content To Syndicate?
There is no clean rule for how much of your content you should syndicate. It’s all about finding your own balance. As mentioned above, you want to syndicate some of your best content pieces. So, for that you can build a respectable reputation with a bigger audience. Even so, you’ll likewise want to insure that there is a great deal of unique high quality content on your site because the syndication will give you the best results if people have an inducement to visit your website for more.
If you are only starting out, you might be more aggressive with syndication in the near term just to stick your name out there — particularly if an opportunity presents itself to syndicate your content to a real high-authority site. If your reputation is more established, you can be more selective and sparing about content syndication.
Selecting from top 11 content syndication tools
The original format or platform for the existing content might be a series of blog posts, news feeds, podcasts, videos, presentations, white papers, etc.But the critical component to the concept of content syndication, is that it must be made available as an RSS feed or a subscription.
Watch this awesome video to understand better.
Many syndication partners will require a custom RSS feeds, custom selected URLs, thumbnail images, snippets, titles, or paragraph excerpts.
- RSS feeds- Rich Site Summary
RSS feed is the most intimate variety of syndication for bloggers. Regardless of the platform you are using for your blog you have RSS feed as an integral component of any blogging software of content management system.
Some of the most popular platforms where you can submit your RSS feeds to generate traffic to your original content are Triberr and viral content buzz.
- Social Media Marketing
Social Media is an essential element of today’s channel marketing mix – and an important component of lead generation, building awareness and nurturing relationships. However, without the right tools to access and deliver timely, relevant and nearly continuous new content, your channel partners’ social media efforts can fall flat. With the right syndication techniques you can become savvy social media marketers and influential voices in promoting your solutions and services.
Social bookmarking sites are easy and quick ways to generate some extra referral traffic. Drop a link to your recent blog posts on relevant threads while executing your regular social sharing plan.
Also, by effectively using social media sites such as Facebook, Twitter and LinkedIn to communicate with potential buyers, channel partners gain the power to build their brand and boost your
For instance, let us take Facebook as an example. It allows people to subscribe to your profile updates.
If you are still unaware of this then go to your Facebook profile and turn this feature on and start building subscribers on Facebook today. Though, you are not allowed to openly sell things on your Facebook profile but you can certainly share links to articles and all of the other content you’ll be syndicating.
- Email Marketing
Moving beyond the RSS feed, you can promote your own product and services with email marketing. Unlike RSS feed it helps you capture emails of your visitors and build your subscriber base, which should actually be the primary goal of any blogger.
You can start by placing an e-mail SignUp form in a prominent area of your blog-header, sidebar, footer or may be at the top of each post. A pop-up form can also appear along your blog to pull subscribers in an effectual way. Read through this wonderful guide for email marketing.
Content syndication through an email marketing service like AWeber or MailChimp is essential to your success.
Learn more about growing your list mailchimp.
- Video syndication
Video syndication is a hot topic in the world of online media. While the general idea is well enough understood—it’s a way for content owners to make more money in more places—there is still plenty of confusion about what video syndication actually is, how it works, and what publishers need to do to start the revenue flowing.
A solid video distribution strategy is essential for digital video publishers, and the best distribution strategies use a video syndication platform to interact with distribution partners. In fact, pairing a smart online video distribution plan with the right content syndication tools may be the best way to monetize video.
The numbers of people surfing YouTube looking for answers to their problems is nothing to sneeze at. Don’t miss out on the opportunity to promote your content to the millions of consumers who spend billions of hours watching videos on YouTube.
- Audio Syndication
The content syndication rates with audio are quiet high. Souncloud and iTunes are two main platforms that allow content marketers to share their content in the form of podcasts. There will be a huge number of your audience that would prefer to listen to the information than to read. For those, audio syndication is the best option.
- QnA Forum
There are many QnA forums which can be used to attract audience for your site and syndicate your content. Platforms like Quora and inbound.org are two of the most popular crowdsourced Q&A forum, is quickly gaining traction with agencies and marketers for it’s potential to speak to audiences in a genuine way while also gaining critical insights into brands’ target markets.
Example of a syndicated content : post on inbound.org
It’s also a great way to syndicate your content and spark a conversation – submit a question relevant to your content topic, and include a thoughtful description and link to the content. And voilà! You are good to go.
Slideshare is an easy way to get more out of your client’s content. Repurpose blog content into a visual presentation and publish to the site with a link back to your client’s original post. You can then embed the slideshare version of the content on your client’s blog for a better and more interactive post.
Check the complete infographic here
Visual.ly is great for syndicating your visual content such as infographics. Just submit a visual to their community hub and put together a quick profile for your client. Boom, a quality link, and potential to drive traffic.
You can easy syndicate your infographics by including an embed code within Infographic. This way, a reader can easily copy and paste the code snippet and embed the content on their own site.
- Partner Sites
There are many sites than attract high traffic and can easily be leveraged for content syndication. Sites such as-Medium, Medium and Inbound.org are some of the most popular ones.
Mashable is a top source for news in social and digital media, technology, and web culture with a 40 million+ readership. If your content is a good fit for the platform, submit a news story or a review on some other content for a chance to gain massive online coverage.
Medium is a popular new blogging platform that allows users to create profiles, publish articles on any topic, and even create publications for users to follow. It offers agencies a new and visual platform to syndicate their client’s content for free or generate a successful content campaign.
Inbound.org (as mentioned above) is not just a QnA forum, but also allows you to post quality content and contribute to other discusiions which may bring some traffic to your website. Not to forget that inbound.org has a strict policy against self promotion- you can not promote your business or your content only. In such cases, they somehow delete those posts without any prior intimation. Read about it here.
- Linkedin Publishing
Previously invitation only, now anyone with a LinkedIn profile can publish original content on the social platform. This can be a great way to syndicate your content while also highlighting the company’s leadership.
If you are confused between sharing an update and publishing a post then, read more about it here.
- Web Push Notification
One of the challenges that a content marketer faces while syndicating is to how to put more intriguing offers and content across their audience. They all look for a real time, catered and customized syndication platform. Moving ahead of many syndication platforms web push notification allows them to get their brands and content on the forefront.
Web push notification has recently come out as one of the most powerful content syndication tool for bloggers. Web Push notification will not only assist you to build your subscriber list, but also notify them every time a new content piece is added to your site.
Learn how iZooto web push notifications did this for Koovs. (Read here)
Some of the advantages making it an exhaustive platform includes-Share deals and promotions instantly
- Improve customer communication without impacting your schedule
- Measurable results
- Automate internal processes
- Up visibility just by establishing a mobile presence
Choose any of the conetnt syndication tools, you find suitable for your content marketing plan but do not forget ; the best means to obtain more subscribers is to make sure your syndicated content is present in as many different formats.
Practicing Safe Syndication
The above image explains the three common approaches that you may follow for to ensure a safe syndication. If none of the above are applicable in your case and anyway plan to syndicate for high visibility gain, you must remember that it may raise duplicate content issue.
The entire idea is to drive more engagement with your content by wiring it into related digital contexts, either to boost traffic to your owned property or just get exposure for your brand or your key personalities or products.
In a perfect world, syndication is part of a larger, holistic content marketing. You probably have content – web pages, blog posts, videos – that could be turned into a syndicated content. So, just get started.
Have you choosen the right mix of content syndication tools yet?