Content is a huge game in the digital sphere and when it is about promoting your business online, digital campaigns based on your content can save your day! Good content can get you the expected traffic for your site.
A statistic says that 82% of digital marketers are using content marketing as a prominent marketing strategy, while websites with high-quality content have 54% more chances of receiving more traffic.
However, the catch is, that you must be aware of some effective content marketing strategies. A successful online campaign cannot be acquired easily if you are not aware of the various tricks and turns of content marketing.
One such strategy is content syndication.
In this article, we are going to study content syndication, the advantages it comes with, and how it helps to create a successful online campaign.
What is Content Syndication?
Strictly speaking, content syndication is the reuse of existing content to gain additional online exposure. To elaborate, syndicating a piece of content means republishing it onto third-party sites.
Such content may come from business owners or freelance writers and can consist of any type of content from textual, video, audio, to infographics.
Syndication of content on digital platforms is a popular content marketing strategy that reaps positive results for both the parties involved.
While it brings a better online reputation for the content creator, syndicating content also provides free and relevant content to the third party. The primary purpose of content syndication is lead generation.
There are mainly three types of syndicated content – free, paid, and earned.
Free: Certain websites give you the authority to publish anything without having to contact and seek permission from the owners. Websites such as LinkedIn, Quora, and Reddit allow you to publish your already published content on other sites in its entire originality.
Paid: In this case, you get to approach reputable sites to publish your existing content by paying them a certain amount. Paid syndication services from large brands such as Outbrain and Taboola can expose you to several high-potential leads.
Earned: In earned content syndication, you have to pitch your content to other reputable sites and request them to publish your content to their sites. These publications have the authority to accept or reject your request.
How does Content Syndication Work?
You can think about content syndication only when you have quality content to raise eyebrows, otherwise, you may face critical comments or even rejections for your content pitches. This is true for different content formats such as blogs, articles, videos, and others.
Content that has already attracted a fair amount of attention from your audience, can be subjected to syndication and further boost organic traffic to your site through backlinks from syndication partners.
There are various ways content syndication can work for you. You might approach a paid syndication partner, republish your content on social media platforms or other free sites, or republish your guest posts on your site.
This content marketing strategy will help you to increase brand awareness, establish brand authority, drive more traffic for the same content, and finally generate more conversions.
7 Strategies for a Successful Content Syndication Campaign
Well, is quality content enough? Maybe not! You need to take care of certain points while syndicating your content to a third party. The reason is simple, you would want it to be the perfect pitch!
So, here are some very effective yet simple strategies for a successful content syndication campaign.
1. Build your brand credibility
Before you approach a third party, do some guest blog posts for better credentials. Once you have a portfolio of published content on popular sites, it will not be easy for syndication partners to sideline your request.
You might find editors paying attention and responding to your syndication request better than before.
2. Identify your target audience
You would not want to put forward your content to untargeted audiences. That will reap poor results for you in terms of attracting organic traffic and consequent lead generation.
First, identify the set of audience you and your syndication partner both are targeting. That will help you to select a better partner website for your content.
3. Craft a customized outreach message
Typically, popular syndication sites receive hundreds of syndication requests each day. If you cannot stand out in the crowd, then your content is nowhere to go. You need to show the editors that you have worthy content to offer. A customized outreach message is a good way to do so.
To achieve that, you must understand the type of audience your possible partner is aiming for, the type of content it produces, the approach for CTAs, or any other specific style they engage in.
This small research work on the syndication website will help you craft a highly customized outreach message increasing the chances for your pitch to get noticed and be accepted.
4. Use social media to increase content reach
Social media is a game-changer when it comes to better content reach. Use the power of social media platforms to enhance your content syndication strategy. Social media users receive continuous updates and notifications against content on their social feeds.
You can share your content on social media to take advantage of it. Your content posting schedule must be based on a well-researched strategy like what type of posts, post frequency, or posting time might produce the best results.
5. Manage duplicate content by HTML
Repeated content has a downside, it might call for duplicate content. To avoid this and limit the effects of duplicate content optimize the HTML code against your content. You can:
- Use 301 redirects in the HTML code to convince the search engines of your content authenticity. It will help the search engines understand that the content has been moved to a new URL and use the 301 redirects to route your traffic to your desired destination.
- Use the rel=“canonical” tag to explain the relationship between your current content and the linked site. It will help the search engines detect the original content among many duplicated ones.
- Use noindex tag in the HTML code against your syndicated content, to help search engines prevent the syndicated content from being shown on search engine results pages and thus restore SEO of your original content.
6. Follow-up through emails
Once you have your list of leads from the syndicated content, you must strategize to follow up with them. A follow-up email is a common tactic to follow up with your possible leads and is capable enough to increase your chances of lead conversions.
An email nurture strategy guides your leads with useful information about your core product or service. This helps you to spread awareness and eventually convince your leads of your core business.
7. Monitor the results
You have to keep monitoring the results of the syndicated content to extract the best ROI out of it. You need to monitor the number of qualified leads, percentage of conversions, average cost per lead, level of engagement compared to your original content, and the overall traffic of the syndicated content.
Content syndication is a sustainable marketing strategy that has proved to be highly effective over time. It can get you a new set of audience and possible lead conversions for already existing content.
It is usually good to reap positive results in a short time and mostly at less expense. This means more profit for less effort is the core advantage of content syndication.