What Is Content Syndication In Digital Marketing?
Creating great content is unfortunately just touching the surface, when it comes to expanding the reach of your content. This is where promoting content through syndication comes in to play.
So what is Content Syndication?
Content syndication is the tactic used to place important content assets on a third-party website. The content we share will be published on this website for others to share and comment; however it is imperative that you earn a link back to where the content was originally posted.
The one caveat with a program like this is you have to make sure the content that you provide the syndicator is relevant for the audience. Gating is a popular term among syndicators, which I believe you should know. Let’s take this scenario, a websites resources section includes the name of a content asset. This asset has the company logo, a form and a clear call-to-action. The user needs to fill in the details to collect the asset. This is called gating.
Few tips before starting your first campaign,
- Research the vendor and their audience.
- Set the right goals. It can be top-of-funnel leads or mid-funnel leads you aim.
- Promote high value content with buying intent.
- Decide whether you want to go paid or share.
- Ask for the report of your syndication campaign at the end.
- Have a follow-up plan for the generated leads.
Few benefits of Content syndication,
- Helps improve your search engine optimization.
- Improve brand exposure through third-party websites.
- You are able to know what works for you through testing.
Things to research on from here,
- What type of content might work best for a startup?
- What is an eBook?
- What is an infographic?
In conclusion, we should know when it comes to syndication, we must be testing this over time. So once you have decided on content syndication as a promotion strategy, make sure to properly vet out your vendors, choose your content wisely, and keep testing because trends and mindset change in society over time.
Have you syndicated your content before? What did you find to be the most useful about this method? Share your thoughts in the comments below.