Your business blog is probably the core of your content marketing strategy, but if you’re a young company or have just started a content marketing approach, no one’s reading that blog. Yes, you can spend time and money on content promotion, SEO optimization, email newsletters, and other strategies to direct readers to your blog — and you should do all of that!
But for a quick, effective boost of attention on your content, syndication can expand your audience much more quickly in a very targeted fashion. For more information on syndication, how to use it, and where to get started, read on!
What is Content Syndication?
Syndication is when third-party sites publish content that started at another source, like your own blog. Essentially, you’re trying to spread your own content and invite links back to your website by getting other publications to syndicate your blog.
Those third-party sites might republish the entire blog, edit it down to fit a shorter length, or just use a few excerpts from it — but in any case, they’ll credit you as the original author and usually link back to your website.
Why You Should Syndicate Your Content
The primary reason to syndicate your content is to get your ideas in front of a larger audience. Your own site might only get a few hundred unique views in a day, but if you can get your work published in front of a larger audience, you could be read by hundreds of thousands.
The downside is that readers on that third-party site aren’t necessarily likely to click through to the source of the content (your site), instead simply reading it and moving on. Even with an obvious backlink to your name or homepage, you shouldn’t expect a substantial influx of traffic from a syndicated post.
If your priority isn’t referral traffic so much as brand awareness, social shares and follows, and general thought leadership, then syndication should help. You’ll be advocating for particular ideas, showing your expertise, and demonstrating your company’s value to a larger audience, keeping you top of mind in your industry space even if you don’t directly drive sales.
Syndication isn’t for everyone. If you have excellent content — lots of engagement, lots of social sharing, high time on page, and low bounce rate can all tell you whether your content is any good — but low traffic numbers, it might simply be a matter of getting your materials in front of more people.
You can also host syndicated content on your own site. While it might take the focus away from the native content you’ve written, it can also add a much-needed boost in authority if you’re just getting your content strategy off the ground. Recruiting an authority in the field will help establish your site as a source of useful information, especially if they direct their following to read their new post on your site.
Where to Republish Content
When you’re trying to decide where to publish your content, the most important thing is the quality of the audience, not the quantity. Remember, the people who read your syndicated post aren’t necessarily going to click through to the original source, so your priority should be to get your content hosted on sites where your target audience spends a lot of time. Your goal isn’t to build links or referral traffic, it’s to provide timely, relevant, useful content to an audience that actually wants to hear it.
Popular Syndication Outlets
For the most focused audiences, find business blogs that overlap with your product’s audience. There will almost always be a sister industry whose target market lines up strongly with your own — for example, if you’re a marketing agency, then a company that makes CRM software like HubSpot is a perfect partner.
More broadly, you can look into publishing on multi-author blogs dedicated to the industry, topics, and audiences that overlap with your own. The exact sites will depend on what exactly you do, so you’ll have to do some research, but chances are good that there are options out there for your company.
Finally, social media isn’t just for food pictures and political quips. Many social platforms have their own long-form publishing tools — LinkedIn’s Publishing Platform, Quora blogs, Pocket, and Facebook’s Instant Articles, for example — and you can easily republish your best content on these sites to make use of their targeting, audience, and content discovery software.
The Bottom Line
Syndication isn’t a cure-all — you can’t assume, just because you got an audience of hundreds or thousands to see your content, that they’ll convert to website page views or sales. But whether you’re in the infancy of your content marketing strategy or a veteran marketer trying to reach a new audience, syndication can be a great way to expand your reach in a hurry.