The Basics of Content Syndication

What if there was a way to get your content seen by more people (those not visiting your website)- would that make a difference to the success of your enterprise? Likely so, and it's why many enterprises are engaging in content syndication.

Let's take a look at the practice and how businesses can gain greater brand visibility and achieve higher engagement rates.

Manual Syndication
There are millions of sites on the Web that make it possible for digital marketers to distribute their content. While the manual approach is the most time intensive, it can be the most rewarding when done right. 'Net-based communities such as Medium, for example, have immense audiences (and even enable writers to import an RSS feed). Still others exist, as you might imagine, which don't require any formal media/ad spend to leverage such as the long list of user-generated content destinations - from Quora to Linkedin.

Partner Syndication
There are authoritative sites in every niche/vertical and many encourage content submissions (because they don't often want to pay for custom content). Identify these outlets, produce content that is in demand by that community's audience, all while making this process as seamless (via automation) as possible, and you will drive awareness and new visits to your own digital property in no time.

Paid Syndication
Marketers can eliminate much of the leg work altogether by taking advantage of paid syndication opportunities. Companies like Taboola and Outbrain for example make it possible to syndicate content to popular websites and pay only when a visitor clicks through to the article. It can be expensive to run this type of content syndication initiative but it can provide positive results in terms of acquiring website traffic.

A great deal goes in to the practice of content syndication and we've really also addressed the basics. There are still other considerations including the optimization of content for effective syndication, the methods for tracking and reporting on these efforts, and of course the best way to allocate budget for content promotion.