You have invested plenty of time and energy to prepare great content for your audience. You have uploaded the content on your blog or social media platforms and made sure it is optimized for various search engines.
However, after a while, you discover that the number of subscribers and views are not where you thought they would be. This is a common problem that most marketers experience in their careers – getting traffic to your content.
Fortunately, it's possible to turn your situation around and increase your numbers. While there are several ways of doing so, your best bet is to employ content syndication because it's relatively affordable, boosts your SEO performance, and improves your brand's awareness – if you do it right.
At this point, you could wonder, "How can I best use this technique but minimize the risks?"
This article will show you the best strategies to incorporate to make content syndication work for your venture. But first, let's discuss what this strategy entails.
What Does Content Syndication Entail?
Content syndication refers to republishing the same content – an infographic, video, or blog post – on one or multiple websites. Many small or big publications prefer to syndicate their content because it allows them to provide their readers with fresh, updated information. It's a win-win situation because the original authors will benefit substantially as their content will be presented to a new audience.
1. Choose the appropriate content to syndicate
Content syndication mainly encompasses increasing the return on investment of existing content, so ideally, you don't have to design something from scratch. However, you must still ensure the content you're uploading is correctly designed toward your marketing and ICP goals.
When determining which content is ideal for syndicating, remember that this is a top-of-funnel marketing strategy. Therefore, you'll want to prioritize formats that will contribute to your top-funnel marketing activities, such as attracting broader audiences and strengthening brand awareness. You can consider content formats like podcasts, eBooks, blog posts, infographics, videos, and the like.
2. Syndicate your content
Self-service syndication is among the most effective marketing techniques in the B2B sector because it allows you to reach more people. Many marketing experts have noted that social media marketing is quite a simple and profitable way to attract more audiences and develop more relatable content.
Social media platforms like Medium, Hackernoon, Hash Node, or TealFeed – just to name a few – are excellent venues to syndicate your content. These portals will help you reach new audiences, generate your site backlinks, and more SEO benefits. However, it would help to exercise caution and prevent your viewers from fully accessing your content without visiting your site.
3. Leverage email marketing
Since the introduction of the Internet and email services, email marketing has been one of the most powerful and efficient strategies B2B companies implement to reach their client base. This strategy's popularity is because it allows you to develop lasting relationships rather than just selling your products or services.
If you're looking for how you can get started with email marketing, a good place to start would be sending email newsletters. Although not everyone to whom you send these newsletters will visit your website, it's worth noting that most people check their emails frequently. If you mail your syndicated content weekly or within specified intervals, you will get many subscribers who access your site whenever they check their inboxes.
4. Syndicate third-party content on your site
You may be looking for an effective way to increase reader engagement and the traffic volume to your web pages. The secret here is to syndicate relevant, useful third-party content for your readers. There are several benefits to syndicating third-party content.
First, syndicating content from a more reputable company or brand will draw more visitors to your site. Moreover, your audience will benefit from high-grade content appropriate to what you've specialized in. You are more likely to draw an engaged audience when you host content connected with your merchandise or services, as they will be curious to know what you're offering.
5. Be the syndication host and syndicator
Syndicating content works both ways – therefore, it's not a must that you are the content creator. You can use your brand to syndicate content on its blog, site, and other platforms. Hosting content opens your brand to many more partnership opportunities and reduces the pressure on your creators by complementing the good content they already create.
Being the syndicator and syndication provider doesn't just benefit your business – there is something for your audience, too. Being a syndication provider opens your audience to new information and content they may not have learned about otherwise. More so, the viewers don't have to leave their favorite channels or websites to access this content.
Concluding Thoughts
Syndicating content is a reliable, effective, and fantastic way for you, as a blogger, to draw eyeballs. Its ultimate objective is to increase value, meaning it's a valuable addition to your marketing strategy. If you incorporate a robust syndication strategy, you'll find it relatively easy to achieve your short and long-term marketing targets, like more reach, a broader reader base, more views, and so on.
Employing content syndication can be a great way for your business or brand to establish an online presence, and this strategy can also be significantly cost-friendly in the long term. So, what else are you still waiting for? Formulate winning syndication strategies for your blog and social media platforms, and start perfecting your art!