What is Content Syndication? | LeadScale
Posted by Maria Sperle on December 07, 2022

Welcome to our six-part blog series all about Content Syndication, covering all aspects of Content Syndication, including: 

    • What is Content Syndication?
    • Content Syndication – how to get started
    • Content Syndication – what types of content can you syndicate?
    • Content Syndication – Tips for creating high-quality content that will syndicate successfully
    • Content syndication – ensuring firms get the most value
    • Content syndication Frequently Asked Questions

Get in touch with us if there are any other areas you would like more information on – we look forward to hearing from you.

So let’s get started!

What is Content Syndication?

Put plainly; content syndication is the process of republishing your content on other websites to get your firm’s brand in front of a larger audience. 

Many of us are familiar with the frustrating feeling we get when we create a fantastic piece of content that only gets a small number of views. This underperformance can be incredibly disappointing and often confusing – especially if you have promoted the content across your website, through social media, and in your newsletters. Enter content syndication! However, if you do it right, Content Syndication can be a relatively low-cost way to increase the views your content receives, increasing your brand awareness and improving your SEO. 

All marketers know that content creation is essential to their marketing strategy. In case we still haven’t convinced you, 97% of participants in the SEMRUSH 2022 global report stated content creation formed an essential part of their overall marketing strategy. In addition, 98% of respondents said they were continuing or increasing their investment in content marketing. 

These statistics show how important content creation is to a firm’s marketing strategies. How are these firms distributing content? Content syndication is one of the many methods marketers can employ to ensure their brand reaches the right audience.

So, that leads us nicely to our first question. 

What types of content you can syndicate?

Any form of digital content can be syndicated, such as blogs, infographics, videos, articles and surveys. However, the type of content, audience and offer will differ for each firm and depend on its objective. We will go into this in greater depth later in our next blog; Content syndication – what types of content can you syndicate? 

What are the benefits and pitfalls of content syndication?

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.  

Content syndication and SEO - how do they work together?

As we have discussed, one of the primary ways content syndication boosts your SEO is through backlinks. 

Although Google does not like plagiarised copy, search engines will not penalize syndicated content as long as you differentiate the two. How? By getting the third-party publication to include a canonical link. 

One final pitfall you need to consider is how your pieces rank against each other. As your content will appear on numerous sites, including your own, Google will likely rank one of your syndicated pieces higher than the copy on your website. This lower ranking is because the publication sites have higher authority. Although this is not a deal-breaker, you should bear in mind that your SEO might stay static because traffic is driven to other pages. The best way to overcome this is by linking your website to your article to increase your backlinks. 

Final thought

Hopefully, you will better understand content syndication and how it can benefit your firm. We hope we have piqued your interest for the rest of the series! Next time we will move on to the steps you need to take to get started with content syndication, so join us then. 

About LeadScale

Data runs the twenty-first-century world, and it can be tough to deal with the chaos. At LeadScale, the only data that matters is data that drives the best next action. Our team will help you find wins by owning every moment of the customer journey. 

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.