There are many benefits of Content Syndication but also a few pitfalls. These are mainly a result of poor planning. That is why you and your marketing team must plan. Discuss the potential problems you might face to ensure that content syndication is the right strategy for your firm.  

So, what are the pitfalls? Below we have highlighted the main benefits and pitfalls of content syndication: 

Benefit 1: Quality links to your website. 
Link your website homepage to every article you are syndicating! You can drive more organic traffic to your page and improve your SEO by continuously linking to your website, otherwise known as putting in a backlink. However, it is essential to note that some publications remove your links, so try to work with them to ensure this does not happen.  

Benefit 2: You can increase your website traffic. 
So obviously, you will get more visits from your website through backlinks, but this also gives a ‘vote of confidence’ about your website to Google and other search engines, which will increase your organic website performance, thus increasing visits. In addition, your audience will naturally click on links in your content pieces to find out more about your firm, and as such, you should see an increase in traffic this way. 

Benefit 3: You can increase your website’s authority. 
Quality backlinks will also increase your website’s authority, which will appear higher in search engines. Conversely, if you go with a less-than-reputable content syndication platform or media publication, their reputation might damage your website’s authority, which can have the opposite effect. 

Benefit 4: You can improve your brand perception. 
Weaving your key messages into the content and regularly syndicating your content across multiple media channels can help you promote your firm as an industry expert. Having a positive brand perception is invaluable to increasing your chance of an enquiry. For example, if a prospect sees your brand in industry-leading publications, they are more likely to view you as a reputable and trustworthy firm. 

Benefit 5: You can improve your online presence. 
Regular content syndication will organically make your brand more visible and opens you up to a broader audience than you might not have been able to access. 

Benefit 6: You could get real leads. 
If more people visit your website, you have numerous tools at your disposal that you can use to market to these individuals. For example, you will also know what they are interested in from the content they viewed. Use this knowledge to engage and nurture the individual by giving them more information about your brand and the topics that interest them. In addition, more and more media publications are using lead tracking and identification technology, allowing them to see who has viewed and clicked on their links. So, when choosing a content syndication provider, ask them if they have any tracking or identification technology. 

At LeadScale, we take pride in having content syndication as our flagship service. But beyond that, we guarantee consented and real data in exchange for your content. LeadScale has the best practice methods in lead and demand generation strategies. Our services team guides you through the process, from building your Ideal Customer Profile (ICP) to deciding which prospects to invest in building a relationship. In addition, we use our technology to only deliver serviceable leads 100% of the time, so you get the most out of your marketing budget. 

Pitfall 1: Targeting the wrong audience.
Content syndication can only work if you understand your target audience correctly. For example, you may need to target the right individuals for your firm or people with the right type of content. Therefore, we recommend a thorough audience review before syndicating content. 

After defining your firm’s audience, look into your content syndicators’ audience. When choosing the right syndication provider, a significant consideration is their demographic and visitor base. There is no use in publishing your content on their platform if your target audience is not visiting their website. 

Pitfall 2: Syndicating the wrong type of content. 
When you are selecting content to syndicate, aim for educational pieces. This could be the first time a prospect sees your brand; an educational article will have more chance of resonating with them than a sales pitch. We will discuss the different types of content to syndicate further in our blog: ​​Content syndication – what kinds of content can you syndicate? 

Pitfall 3: Your syndication process is not adequately thought out. 
When a prospect reads or downloads a syndicated document, they may need more time to be ready to buy. The prospect requires a bit more preparation before reaching your sales team. As a result, your marketing function needs a comprehensive, pre-planned nurture process to ensure prospects move smoothly through the sales funnel.