Content syndication happens when an electronic piece of content is re-distributed by a third-party website. Content can be syndicated in diverse forms including blog articles, articles, infographics, recordings & even the webinars & guest blogs (with the permission of the writer).
Companies leveraging content syndication leverage their content to someone else to use & promote while they retain the full copyrights for the driving quality traffic, capable of accelerating the conversions on the website.
A popular content syndication technique is cross-posting the blog posts to websites like Medium, Quora or LinkedIn with a tagline at the bottom such as, “Republished with Permission _” or “The post first appeared on _”.
Furthermore, publishers like Fortune & Huffington Post often pick content from Quora to use in their articles & blog posts.
According to Mark Nardone, Executive VP for PAN Communications, content syndication should help the brands reach their target audiences & he quotes the obligations for the same as follows:
“If you’re spending time and resources to create content on your owned channels, why not syndicate it elsewhere to expand your reach? Content syndication is a great way to get new eyeballs on your content and increase your brand’s awareness,” he said. “However, keep in mind the style and tone of the sites you’re looking to syndicate your content on. It’s too often that marketers are worried about increasing SEO or driving traffic that they don’t pay attention to finding sites that match their brand’s messaging and positioning.”
The following methods can be employed for by the brands to benefit the most from content syndication:
- Republishing the best-performing pieces of content on websites with higher domain authority
- Old pieces of content can be syndicated on the third-party websites
- Guest posting for a website with higher domain authority & syndicating it later to the parent website; also to Medium or LinkedIn
- Utilize the websites that naturally syndicate content
- Paid platforms like Outbrain & Taboola can get your content to major publications
Benefits of Content Syndication
Cost syndication is a cost-effective approach to trigger your content marketing strategies to go further.
Syndication is about accentuating your content marketing strategies.
According to Zachary Weiner, CEO of Emerging Insider, content syndication is of exceptional value when it comes to B2B organizations that aim at advertising educational content.
Marketers can benefit from both free as well as paid content syndication.
The following are the proven benefits of having a sound content syndication strategy:
1) Magnify the ROI from Demand Generation Campaigns:
Paid content syndication networks benefit demand generation campaigns. Content syndication networks promote the syndicated assets on their website & libraries & leverage their audience base to drive people to those assets.
Visitors are asked to fill-up a form to gain access.
To keep the Customer Acquisition Cost (CAC) at an optimal & not to scale the Lifetime value (LF); the B2B companies can opt for either a generalized or explicit targeting methodology (keeping in view their niche & audience base).
Most content syndication publishers have a range between $20 – $80 Cost Per Lead (CPL).
Every time someone fills out a form to view or download content – with the same criteria as has been set up by a brand with the publishers, the brand has to pay a price.
2) Improves The Domain Authority:
Fetching inbound links from a credible website positively impacts the SEO of the primary domain. The marketers need to assure that they allow the inline links and an author byline that leads back to the primary domain of a website.
3) Increases the Volume of the Target Personas:
One of the most important benefits of content syndication is that it can easily double or triple the size of your targeted prospects.
That being said, this exponential increase in the traffic is because the prospects who might not have ever known about a product or service at disposal might be mirroring the ideal personas & may come to know about the products or services.
Alternatively, the products or services may be exposed to an entirely new audience base.
4) Accelerates the total number of Marketing leads on the Website:
As content syndication triggers the number of qualified prospects, it automatically serves as an excellent tool for lead generation. The brands need to have systems in place to track & capture leads generated through syndication.
5) Upturns the Omnichannel Referral Traffic:
Sharing the pieces of content on multiple platforms simultaneously assures that content not only gets more views but also benefits from its omnipresence. Consequently, there is an increase in high-quality referral traffic through diverse channels across the web.
6) Strengthens Brand Equity:
Content syndication credits authors & gives them the exposure that they might otherwise miss upon. Consequently, this also promotes the omnichannel brand resonance.
As syndication strategies focus on harnessing only a few enticing points from the pieces of content, brands benefit from including strong calls-to-action & links back to their websites for pouring out a greater treasure trove of information to audiences.
As authors get greater exposure, the audiences also end up researching for more pieces of content published by the same author.
Brands can also promote their social media handles & their independent as well as collaborative campaigns through lead generation.
7) Creates a Network for Marketers to Benefit from online Positive Word-of-Mouth-Marketing (WOMM):
Having an efficient content syndication strategy allows publishers as well as brands to benefit from the positive Word-of-Mouth Marketing (WOMM).
While the brands can flaunt their subject matter knowledge, the authors can eventually institute their credibility as influencers.
8) Promotes the Vision & Culture of Brands:
Content syndication, when directed at promoting the domain-specific insights of the brand, serves as an excellent platform to promote the vision of the brands. It also serves as an excellent platform to promote the culture of the brands.
Content Syndication abides by the excellent practices of inbound marketing & isn’t motivated by an explicit intent to sell.
9) Quantify the Effectiveness of Content Syndication:
To benefit the most from their content syndication strategies, the marketers need to quantify & optimize their content syndication strategies. This can be done by measuring the following metrics:
a. Lead Quality:
It helps gauge whether leads generated to match the lead qualification criteria.
b. Lead Volume:
The syndication strategies need to generate a bare minimum number of qualified leads to justify the Return on Marketing Investment (ROMI).
c. Return On Investment (ROI):
The ROI from the content syndication strategies can be measured by quantifying revenue versus cost-per-lead.
d. Brand Lift:
This helps in observing the brand citations among targeted accounts.
e. Referral Traffic:
Marketers need to calculate the additional volume of traffic to their companies’ websites through diverse referral channels as a result of their syndication endeavors.
10) Intent Data + Content Syndication = Increased Persona Base for B2B Marketers:
Key Kienast, the CMO of True Influence’s, wrote in his column at Demand Gen Report:
“Quite simply, intent data can help identify higher quality leads by giving you the insight and understanding of when, where and what topics your prospects are exploring.”
Utilizing intent signaling assures that content syndication works as a strategic armory for prospecting the ideal personas rather than relying on guesswork.
When marketers know their audiences, they can target them according to the specific stages of their buying cycles.
Wrapping It Up
If the marketers are wary of some of the basic concepts of web discoverability, they can benefit the most from their content syndication strategies.
Content syndication is bound to have constraints as well, viz. resources, personalization, dynamic content, buying stage orientation, budget, diversification, quantification & substantial new addition.
Jonathan Postan of the Tombras Group acknowledges the effectiveness of generating free content as a result of syndication partnerships & terms it to be extremely alluring in a marketplace where creating & executing an impactful content strategy is becoming more challenging with every passing day:
“The largest concern here is getting dinged by Google for having duplicate content, which may not result in a penalty but ranking for that content may be difficult, if not impossible when Google has likely already ranked the source page,” he says. “Flip that scenario around, and the party offering the content syndication arrangement is scoring big on SEO, garnering many likely backlinks and new users while offsetting the duplicate content issue with a little piece of code (rel=canonical) to tell Google that they are the source.”
We, at Valasys Media, provide an array of B2B services including lead generation, account-based marketing, lead nurturing, event promotion services, list building services & content syndication services.
Our services are aimed towards helping our clients achieve their core bottom-line objectives such as optimized sales revenues, improved users’ experiences & better returns on their marketing investments (ROMI).
For ascertaining the pathways to perennially healthy sales pipelines, get in touch with our team of experts.