What content syndication involves is the process of getting your content which is usually from your blog, site, or video published on the various third-party syndication sites. The content could be the entire body of the article, just a snippet, thumbnail, or a link pointing back to your site.
The reason to do so is to drive more traffic back to your site while engaging the content by hard wiring it into the various related digital contexts, this to get more exposure for your concern, products, services, or to gain brand exposure.
Traditionally, content syndication used to be a part of a larger overall SEO marketing strategy and effort which included using long tailed keywords, which you wanted to be recognized for.
Even if you don’t have a marketing strategy, if you have a site, you most likely have content in the form of blog posts, web pages or videos, which could be syndicated and be seen or read by the masses.
Developing A Strategy For Syndication
When it comes to certain brands, it’s usually not clear what they’re intent is when it comes to syndication. Similar to paid search or SEO, the goal is usually to drive traffic back to their site, or to increase the awareness of their products.
So the first step is establishing what you want to accomplish. For instance, if you’re wanting to capture leads or increase traffic to your blog, then syndicating the entire article may not always be the best strategy.
Deciding to just syndicate the headline, first paragraph, and providing a link back to the site makes better sense. If you’re wanting to build better awareness for your brand, then syndicating the entire post may be the way to go.
The Goals Of Syndication
Once you realize what your goals are, then think of the type of content that you have, and the media outlets that you’re wanting to send it to. Begin by finding out and then mapping your potential content distribution partners. Know what their requirements are along with their infrastructure capabilities.
You’ll find that some of these syndication partners will usually require a custom selected URL or an RSS feed, titles, snippets, thumbnail images, or paragraph excerpts.
For this reason, when creating your content, planning ahead for syndication makes excellent sense. During the launch or a site redesign, or when your setting up a content strategy, think how you can easily auto-generate feeds in an easy way without a lot of manual work.
Selecting Your Syndication Partners
The most common and basic content syndication submission is in the form of RSS feeds. RSS makes it easy for the publisher of sites to quickly grab the content in an automated fashion.
But with the increase of social media networking and sharing, the use of RSS isn’t as prominent, although it’s still considered a vital cog when it comes to the process. Going beyond RSS, there’s an array of new syndication options which has emerged, which are either free or paid.
Top Paid Content Syndication Sources
When it comes to the various publisher sites, these paid syndication engines will typically charge the advertiser or the content promoter on a per click basis, and will then share the revenue with the publisher.
The costs of participation can be low, usually beginning at around $.05 per click or less, but can easily go up to around $.30 or more. The two most recommended paid sources are:
Taboola – What Taboola does is it powers recommended content links on major online publication sites. Taboola requires that each link have an associated thumbnail image. The purpose of the image is because they’re proven to increase more clicks back to your content. Taboola is also able to promote internal related content as well.
Outbrain – Outbrain refers to itself as a content recommendation system, which provides links to related content on most of the major online publication sites such as CNN and USA Today. Outbrain offers a self-service interface with costs that are based on a per-click bid model. It’s easy for smaller sites to set up and participate, along with bigger sites as well.
No Cost Options For Content Syndication
There are also a few syndication sources which doesn’t require spending. For instance, financial content sites can get their information syndicated for no cost, on a site such as SeekingAlpha.com.
There are also plenty of industry related sites as well as blogs who are always looking for excellent content, and they usually tend not to charge for it.
So find out which sites or blogs have a strong following in your industry or niche, and then ask them if they’re interested in getting an RSS feed stream of your content. What these syndication partners usually want is unique relevant content.
This relationship goes beyond the traditional SEO method of guest posting since it’s more of a longer term relationship, and the value derived is a lot more than backlinks.
Manual Submitting Your Content
There are a few content submission sites which are new as well as traditional, where you can distribute or cross post your content to. Consider sites such as Reddit, for instance.
Also try out Medium.com which is a longer form content site from the same people who created Twitter. So if you provide unique relevant content, it should be able to stand out on its own on these platforms.
The Process Of Content Syndication
There’s a lot more to consider for effective content syndication, such as optimizing the most cost effective ways to syndicate, then tracking your various syndication efforts while managing them effectively.
You’ll also need to allocate a budget when using the various paid syndication outlets, along with the other types of content promotion efforts, which includes social media promotion, paid search, etc.