10 Benefits of Employing a Powerful Content Syndication Strategy

10 Benefits of Employing a Powerful Content Syndication Strategy

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Prologue

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.

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).

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