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Content syndication is an important tool for any direct-to-consumer business. But what is content syndication? In a nutshell, content syndication is the process of taking content from your website and making it available elsewhere — either on another website or on a page within your own website.
Brands often use content syndication to display descriptions of products on multiple pages, showcase positive reviews, or often advertise their service on other websites with content like blog posts. The benefits of content syndication, if it’s done properly, can be vast. We like to bucket them into four categories.
Many sites on the internet have devoted years to building up a dedicated audience on a variety of topics. People appreciate the convenience of going to a single site for a variety of expert opinions and news on whatever category of knowledge they are interested in. This is especially common in software and IT fields.
Below is an example of content syndication you’ve almost certainly seen. It’s how content can be syndicated onto a 3rd party publisher. In this case, the screenshot below was taken from a USA Today article. These promoted posts are from a content syndication and advertising platform. It’s a way of getting more use and visibility from existing content, that’s then syndicated by other publishers.
It is common for these sites to “pick up” or solicit content from thought leaders at different leading brands and organizations in their industry to better serve their audiences. In this situation, it usually involves some exchange of reader information for the content between the brand and the site. This process not only helps the site curate good content for readers but also helps brands whose content gets posted to the site gain valuable exposure to a broader audience.
Becoming a respected visionary and expert in a field doesn’t happen overnight. It takes time — and, more importantly, feedback — from other people to gain awareness and advance your ideas. By giving your ideas and content exposure in higher traffic places, you end up not just with better ideas, but with more respect, recognition, and authentic authority.
If you’re in the marketing world, you probably know that search engine optimization (SEO) is the practice of making the most effective use of the content on your website to drive traffic from organic internet searches. When your website is optimized in this way, it will appear on search engine results pages (or SERPs), and searchers will click on it, potentially becoming new leads for your brand.
Content syndication not only boosts the amount of content on your brand’s website, it also puts that content on the right pages — the ones that can appear on SERPs. The more content you can syndicate, especially if it’s user-generated content (UGC), the better off you’ll be in terms of SEO.
By linking back to your site, publishers are exposing their audiences to your content, generating new traffic to your site from visitors who might not have come across it otherwise. If you’re hitting the right audiences and they’re finding your content useful, you can encourage them to subscribe to hear more from you.
Be sure to also include links to other content or areas of your site within any piece that you syndicate. This will help boost opportunities for readers to make it to your site and become fans of your brand.
Recommended content: The Community Syndication video