Are you looking for a way to increase your content reach and get more traffic? Implement a modern growth marketing tactic to get hundreds and thousands of people to know about your offer.
There is an amazing way through which you can do it. It is known as content syndication. However, many strategies, tactics, and techniques have changed over time and the same thing is applicable to this tactic as well.
Back in the day, people heavily relied on blog posts as the only form of content syndication, but now, thanks to digital growth, there are plenty of other ways to do it. Despite algorithm changes, this strategy is still important, and if you execute it accurately, you can reap huge benefits.
But many people do it incorrectly, and that’s why they don’t see any results. The focus of this strategy should be more than acquisition alone; otherwise, you’ll miss out on a lot of ways to engage and connect with a broader audience.
But don’t worry because to succeed in this strategy, you don’t have to read hundreds of blog articles because I’ll share everything you need to know about it in this guide.
So let’s get started.
What is Content Syndication?
Content syndication refers to republishing or distributing your original content on other websites, platforms, or media outlets. It involves sharing your entire articles, blog posts, videos, infographics, or content with a wider audience size by allowing third-party websites to feature and display your work.
This aims to increase your reach, visibility, and exposure beyond your website or platform. It is republishing your content pieces but in a much more strategic way.
Many experts suggest it’s a fusion of content marketing and sales prospecting.
People often use this tactic to find potential customers (MQLs) for sales. What are MQLs?
These are Market Qualified Leads. But closing them can be extremely difficult if you lack expertise. You must nurture them at least 18 times to convert them into qualified leads.
How Does Content Syndication Work?
To start this strategy, you need to know its process. It’ll make this methodology easier for you. So what’s the most essential thing in this tactic?
If it’s not high-quality, no one will spare even a nanosecond to read it. Why would anyone want to republish your blog, original articles, or publication, which has a lot of mistakes and errors, plus it’s factually inaccurate?
That’s why remember that every word matters. You should write after researching and proofread it to ensure no errors. There are two options you can choose from:
- Create new online content for syndication
- Use existing articles, blogs, work, etc
Be as creative as you want. Use blogs, infographics, videos, images, etc., for this purpose.
Now it’s time to see how you would like to syndicate your work. There are many ways to do it, among which working with syndication partners is still the topmost priority for most marketers. You can look for other paid methods as well.
However, if you don’t have enough budget, you can use social media’s power by republishing blog posts from original sources there. Another unique and creative way is by syndicating your guest blog posts.
Who Should Use Content Syndication?
Some of the most successful companies have an entire team responsible for formulating content syndication strategies. In a recent report, this marketing tactic is reported to be one of the fastest-growing channels for lead generation. Moreover, 44% of B2B marketers have reported that their company has increased spending on implementing this marketing technique.
But is it just a new thing like AMP? Which was at the peak for a year or two and then faded?
In fact, the truth is that this marketing technique has been there for a while. Have you read magazines with amazing news articles, interviews, and posts? Think about a second. Do you think they wrote it?
Let me break it to you. They usually syndicate it from smaller publications. It’s a win-win situation. Because smaller publications get higher reach this way, and bigger magazines don’t need to spend even a penny on their blogs.
Pros and Cons of Content Syndication?
This marketing technique can bloom your business and expand your reach to wider audiences. It’s an investment that will reap long-term benefits for your business. But before moving forward, it’s important to know some of this technique’s most important pros and cons. It’ll help you make a better and more informed decision.
- Implementing this technique on other platforms allows you to access new audiences that might not have discovered your work otherwise.
- Your work gains exposure on well-established platforms, boosting its visibility and credibility.
- Valuable backlinks from this can positively impact your website’s search engine ranking.
- Greater visibility can lead to consistent traffic and potential leads, ultimately contributing to your sales funnel.
- If the same content appears on numerous platforms, it might lose its exclusivity and perceived value.
- If the syndication platform’s audience isn’t well-aligned with your target audience, the effort might not yield the desired results.
5-step Process for SEO-friendly Content Syndication
If you want to create high-quality work for syndicating, follow this step-by-step guide. It’ll help you get better results in record time.
As A Beginner, Leverage Guest Blogging
You have started a blog, and now it’s time to implement this marketing tactic immediately. Initially, you might not get enough referral traffic or exposure. But think for a second about why big blog sites would get interested in your offer.
Suppose you’re running a book publishing agency, and your offer is extraordinary. But you’re just a beginner. Why would established and highly reputable blog owners syndicate your work? What’s in it for them?
That’s why you should shift your perspective.
Take small steps to become successful. To increase your authority and position yourself as an expert in the industry, you must get recognized as a good writer.
So here’s what I recommend.
Look for all guest posts in your niche. You can sort it by using specific searches and find authoritative sites in your niche:
- Republished from + topical keyword
- Become a contributor + your niche.
- Republished with permission + your niche
Now keeping in mind that you’re a book publishing agency. So your keyword should be something like.
Write For Us + Books Publishing.
You can also write books, but you should use specific terms to narrow down searches and be super specific. Write guest posts on websites where your target audience is usually present and active.
Choose Your Syndication Partners
There are a variety of sites that are open for such collaborations. You might get tempted because even big blogs are offering it. But don’t forget they demand super high quality. If you can deliver and meet the standards, don’t hesitate to contact them.
But what if your blog is based on a super-specific niche? What should you do in this case?
Most syndication sites only publish digital marketing, entrepreneurship, and business topics. This puts you in a very difficult position. So, should you skip this idea?
It’s a goldmine of opportunities, and to find the solution to this problem, you need to think from a different angle.
Suppose you’re running a salon or beauty business. The best way to reach out to those sites isn’t sharing blogs where you teach about the best makeup techniques for beginners or the best cleanser for women with dry skin.
Instead, tweak your work and match it with the tone of the site you want to syndicate. So if they are focused on digital marketing, then as a beauty expert and salon owner, you should create blogs revolving around these topics such as:
- Best social media growth tips for beauty gurus
- How to increase your salon customers through the website
- Top 12 mistakes beauty experts make on social media growth
Just make a fusion of your niche-specific topics with the other site. You’ll be able to create a masterpiece.
Niche-specific Topics + Syndication Site = Masterpiece
Contact Them With a Unique Approach
Now it’s time to reach out to these partners. But before that, ensure that they are accepting pitches. Because you don’t want to make them annoyed with your constant emails or messages.
To do so, you need to open a few blog posts on this third-party site. Then check if they are original or being syndicated. In that case, there will be an attribution message.
There is another way through which you can check it. You might have noticed some blog posts have a statement written on them “originally appeared on.” It means that the post is syndicated. Here’s how to ensure the site is open for such marketing tactics. Just type:
Site name.com:originally appeared on
Now you’re almost ready to pitch your best blogs to these blogging platforms. But what will you write in an email?
I want you to publish this blog on your website.
One attachment added.
If that’s how you plan to reach out to them, you’ve already lost the game. You won’t gain any success with this marketing strategy.
We should keep email simple and short, but that doesn’t mean it should be a one-liner that confuses the reader. Want to know how to write it?
Let me give you a few tips that work like magic. Remember that when someone is reading your email, they are looking for proof. Are you an expert on the topic? Show them that you know more than enough to write on this topic. Intrigue them and keep them hooked.
Here’s a short example of how I recommend writing.
I’m Hamza. I write for EchoFish, Hubspot, Search Engine Journal, Backlinko, and many other digital marketing agencies.
(Add your portfolio link, or even better, the links of your published articles)
I’m reaching out to ask if you are open to any content syndication opportunities from resources relevant to your website. I would love to share another article for syndication purposes, which will add value to your site.
I noticed that this article on your site is syndicated.
(Add the link to the article.)
Let me know what you think about it. If you’ve any queries, feel free to ask. I’ll be waiting for your positive response.
Have a good day.
Know Where To Put Your Search Engine Optimization Efforts
There’s one thing that scares marketers.
What if syndicated work ranks on the search engine? What if it’ll outrank the original post? And even worse, what if it gets higher conversion rates?
Remember, this work is not original. It is a duplicate. Let me elaborate on it for you.
You write A blog and send it to another company to republish it, and now it’s called B. But we all know that A and B have the same content. So is:
A = B?
According to Google, if you syndicate your work, then Google won’t rank blogs based on which content is original and which one is republished. Instead, it’s up to Google to decide which version is better for users.
So what should you do in this case?
There are two methods you can implement:
- rel=canonical tag
- noindex Tag
The rel=canonical tag is an HTML tag. It indicates the preferred or original version of a web page. It addresses duplicate issues when the same work is published on multiple websites.
It’ll also tell Google the real source of the blog.
The noindex tag is another HTML tag. It instructs search engine bots not to index a specific webpage. So if it’s not indexed, it’ll not appear on Google.
But you shouldn’t do it sneakily. Instead, build trust with your syndicated partners and ask them in advance if they are comfortable with adding these tags to your excellent content.
Do you know what I do at this stage of this marketing tactic?
I stay patient. Yes.
I publish blog content on the website and wait for it to get indexed. Once search ranking starts to peak, I start pitching to partners open to such opportunities.
Consistency Is The Key
Remember that consistency is extremely important to succeed in this digital age. So build ongoing partnerships with major publishers and utilize syndication networks.
Once a publisher agrees to syndicate your work, establish a regular upload. Aim for content to be republished by them monthly or weekly, depending on your preference.
If you lack a reputation as a strong writer or don’t run a popular blog, consider guest posting for a site with a robust syndication network. This approach increases the likelihood of your content being pitched to significant publisher partners.
Social Media Platforms For Content Syndication
If you don’t want to reach clients or follow a unique approach, I highly recommend taking advantage of social media platforms. Here’s a list of social media networks you can use.
|A professional networking platform ideal for B2B businesses||Publish articles with proper links and engage with connections and groups.|
|Medium||A platform for thought-provoking articles.||Publish articles, link back to original pieces of content, and engage in comments.|
|Microblogging for short-form syndication.||Share snippets with links, use hashtags, and interact with users.|
|Share various content types with a wide audience.||Write engaging posts, add links, use media, and consider Groups.|
|A community-based platform for sharing content.||Post in relevant subreddits, use catchy titles and engage with comments.|
Tips For Content Syndication
Many marketers stop after getting one or two posts syndicated but remember, it’s a long-term process. You need to follow these tips to increase your authority and improve your chances of gaining leads.
- Always include clear attribution and links back to your original work.
- Measure organic traffic, engagement rate, and conversion rate resulting from your efforts. Set various metrics of success to be known as an industry leader and achieve your business goals.
- Use eye-catching images, videos, and infographics to enhance your piece of information. Remember, this strategy can be your biggest lead-generation tool.
- Adapt blog, article, etc., to fit each platform’s style and audience preferences.
- Choose platforms that align with your business objectives and target audience.
- Encourage readers to visit your website for more in-depth information.
If you’re starting your business, your main goal is to increase your reach as soon as possible. One trick for this is called “content syndication. Remember, it all begins with how well you write. Your writing has to be top-notch, something that grabs people’s attention and leaves them hungry for more.
So, if you want to expand your business fast, remember that the quality of your writing is key. That’s why at EchoFish, we help businesses write high-quality content that reaches your target audience. Contact us today and start your journey toward success.
I'm a very hard-working, motivated, and committed individual with a positive attitude towards life and a passion for doing new things that help people.I love challenges in my career because they make you more robust than before when you overcome them.