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Content Syndication - how to get started | LeadScale
Posted by LeadScale on February 07, 2023

Thanks for joining us for part two of our content syndication series. In the last blog, we covered the definition of content syndication alongside the benefits and pitfalls. If you missed it, you can read it here.

There are two types of content syndication, free and paid, which we will discuss in turn. This blog will give you an overview of how to get started in each one.

Free content syndication

Republish older content on focused publications.

If you have a niche target audience, a great way to reuse older content is by syndicating on a very targeted and similar-sized website as yours. These sites are more likely to allow additional links to your website, increasing your backlinks.

Republish on bigger websites.

On the other hand, if you want to increase brand awareness and get more people to see your content, publishing on more popular websites could be the way to go. A more prominent website, with more readers, often has higher authority and appears closer to the top of google searches. However, whilst this strategy can effectively increase visibility, the reader can see the whole article on the third-party site giving them no reason to visit your site.

Guest posts

Creating a brand new fresh piece of thought leadership content specifically for a large website (as a guest post) is a great way to build your brand in the industry. It can also drastically increase your readership. Then, depending on the publication, you are usually free to post the article on your site and promote it your usual way.

They say the best things in life are free. However, to publish your content for free, you must employ relationship-building skills and sell your content to the provider. Some publishers may even be hesitant to post your content for free as this is their primary revenue source.

Paid content syndication

There are three types of paid content syndication:


Adverts are just that – ads. Well-known publications like CNN or The Times often allow firms to post an advert about their offerings on their website. These ads can appear in different places on the website, and depending on the price you pay, they could be in the header, down the side, or at the bottom of the host’s page. They can also link to whatever kind of content you want to promote. You can usually select a daily budget and how long you want it to appear to ensure it meets your requirements.


Syndication is when you write your piece of content and pay a third-party publication to display and promote that content on their website, referencing your firm as the author. So, what are the benefits of syndication over traditional adverts? First, syndication is usually more meaningful to the reader and is a fraction of the cost of joint collateral.

Joint content

Now, this is where content syndication can become costly. Joint content is when you work with a third-party publication on a collaborative piece. Usually, the third party would write this for you as part of the price. Their social media and newsletters would then promote your content via their website. The reader would likely need to input their contact details to read the whole piece, which gives you an excellent pipeline for nurturing. This strategy is called gated content.

The price point for this type of content syndication can vary significantly based on the size of the third-party brand.

Final thought

Now that you understand the different types of content syndication available, it is time to devise a plan to determine the most viable option for your firm. Planning and researching your publications well is essential if you want to do this successfully. We recommend looking into the possibilities they provide for syndication, their price points, and the analytic tools they use. Who is their audience? What are their readership statistics? Does it match your target audience?

Once thoroughly research this information, you can decide which syndication type is better for your firm.

Whichever approach you choose, the next step is to make great content, which we will cover in our next blog. We hope to catch you then!

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Leadscale helps clients get the most out of content syndication, we deliver qualified leads with intent using our market-leading technology. Contact our team today if you’re interested in learning more.