Is Content Syndication Still an Effective Marketing Strategy?
April 18, 2018
If you’re a content marketer, you know how important it is for you to have a variety of B2B marketing tactics up your sleeves. They can help you generate awareness around your brand, expand your reach, drive more sales leads, and so much more.
Syndicating content does a little bit of all that. When you syndicate things you’ve written or created, you’re distributing your content to third-party organizations so that they share or publish it on their platform.
Content syndication can either be free or paid. Some websites and news organizations are more than willing to publish your guest post on their site free of charge. Meanwhile, paid content syndication enables you to republish your content on specific (usually high-authority) domains for a fee.
A content syndication network will help distribute your content on their affiliate sites and charge you each time your content gets clicked by visitors to the publishing site. On the other hand, those who clicked on your link will be taken to your website, where you can further engage them on their content journey.
Content Syndication: Does It Work?
Here are just some of the reasons why content syndication works as an effective marketing strategy:
1. Capture a Wider Audience
Syndicating your content to authoritative sites with large, loyal audiences helps your content gain huge exposure among a larger audience than you might otherwise not have access to. Let’s say your original blog content has a potential reach of 1,000 content consumers, but that reach can go up to as many hundreds of thousands on other sites.
If you have great content that’s giving you good engagement rates, repurposing that content gives you a valuable opportunity to target new audiences and demographics.
2. Create a Steady Online Presence
If you syndicate content on a regular basis, your brand becomes more visible and accessible digitally. It all starts from offering content that’s relevant and helpful for audiences, and following up with more content pieces that can help nurture your visitors throughout their content consumption journey.
Having a steady online presence can also help you close in on a niche that’s been proving to be a big challenge for your team. You only need to reach out to websites that have already established their authority in your line of business and let them help you showcase what you can offer through your content.
3. Boost Traffic
Content syndication goals vary from business to business, but increased website traffic is almost always on the top 3 considerations of marketing teams. Remember, you need to drive traffic to your site before you can generate awareness about your brand.
Content syndication can boost your organic traffic for the simple reason that Google and other search engines equate specific syndicated content with quality and authority. For Google and others, the fact that credible news sites accepted your content means they see it as something that’s informative and valuable for their audience. From there, you can see higher rankings in search results over time.
4. Education Opportunities Galore
Once readers click on your content and reach your website, you can use that opportunity to give them more information about your brand or how your products can help solve their problems. Be sure to give them high-quality content where they can get great value in terms of the educational, newsworthiness, and entertainment aspects.
As a general rule, your content should only be 20% promotional. You might want to take note of these top four content types for your content syndication strategy: 85% whitepaper, 60% webcast, 50% infographic, and 35% articles.
5. Improved Lead Generation
Modern content marketing requires a focused strategy. When it comes to generating leads, it’s easier and more effective to find high-quality leads by distributing your content to publishers that target the same buyer personas as your brand. Like-minded audiences are more likely to be interested in your content, and indicates a good customer fit.
Paid content syndication can be especially useful if you want to generate targeted leads, since most platforms usually facilitate audience-filtering options. For example, you can target prospects based on their geographical location, job title or role, company size, and industry type.
6. Branding Authority
Another benefit of syndicated content is that it helps you establish your brand or site’s identity as a subject matter expert.
When things get too crowded in your niche market, as they do very often nowadays, content syndication can help you differentiate your brand from other companies as you lock in your role as a thought leader—one who can inform and delight your audience as you talk about your brand, product, or service in a way that’s relevant and relatable to your desired audience.
Content Syndication is here to stay
As you can see, content syndication can give your marketing strategy a lot of mileage. It generates all of the good stuff in marketing—from brand recognition, audience engagement, leads, potential sales, industry leadership, and more.
So yes, content syndication is and will always be an effective marketing strategy. The key is that there should always be a clear value proposition behind your content offering to gain maximum results.
For more on you can win with content syndication, read our blog post on “How to Get Started with Content Syndication” today!