Plugging Synergy Through Content Syndication for Brand Promotion

Content Syndication is the answer to all the marketers' prayers. They can use it to not only brand their company better and increase their sales funnel but also to get momentum going across more channels by reach, engagement, and conversions thus, saving time and effort.

Understanding Content Syndication 

Content Syndication is basically about sharing your existing pieces of content articles, white papers, reports, infographics, or videos with third party platforms that are trusted and have a wider audience reach. Content Syndication is not an "advertising" which has a different marketing paradigm but it is a matter of value. Instead of advertising its value proposition, you are giving your valuable insights to a very engaged audience that is looking for industry expertise. This not only widens your brand exposure but also your credibility and the number of leads simultaneously.

When a user finds your content that has been syndicated on a publication with high authority, your brand has gotten an element of trust a psychological factor that very soon will influence consumer purchase decisions.

How Content Syndication Works

Generally, the process is like this:

• Content Creation: Take one of your original pieces of research or a high quality piece of work blog posts, white papers/collaterals, case studies, webinars, etc. and create content that solves a consumer problem.
• Platform Selection: Select syndication channels which suit your ICP (ideal customer profile). B2B syndication networks most commonly are used for their audience targeting precision.
• Distribution Setup: If you have a type of campaign (full content, excerpt, gated syndication) and desired outcomes (visibility, lead generation, etc.), you would set up the distribution via syndication platforms.
• Attribution and SEO tagging: You would want to put canonical tags and SEO friendly backlinks that give you credit as the original source of the content.
• Performance Measurement: Review traffic, engagement, MQLs (Marketing Qualified Leads), and overall ROI according to your initial goals. Change and iterate your strategy to get better results.

Such a process shows that content keeps working long after the day it was published. It not only prolongs the life of your content but also reach and, therefore, authority in the designation.

Why Content Syndication Matters for Brand Promotion 

Within the business to business (B2B) ecosystem, if we consider visibility as the opportunity, the fact that your content is limited to organic reach only can be a potential downfall to the extent that you hardly reach anyone; only 10% 20% of your prospect or audience will ever come across organic only content you produce and share. Content syndication will bring in new, relevant, and therefore impactful audiences to you.

The advantages of syndicating content that come to mind are:

• Increased Reach: Your content will get the chance to be consumed by new niche audiences who were not exposed to your owned and operated channels.
• Authority Building: Being featured on trusted and respected platforms will aid you in elevating your brand’s position as a leader in the field.
• Lead Generation: By using gated syndication, brands in your industry and niche will be able to trade contact details in exchange for access to your valuable content…thus, creating qualified leads.
• Search Engine Optimization (SEO): When content is correctly syndicated, it allows for the creation of high quality links leading back to your domain, which in turn increases your domain authority.
• Constant engagement: Through repurposed distribution, there will always be content relevant to your audiences that they can access and that will be discovered even several months after its original publication.

Safe Content Syndication with SEO in Mind 

Marketers, in general, are very worried about issues of duplicate content when the process of syndicating is going on. However, the fact is syndicating in the right way will not do any harm to your SEO but rather will help to increase it! What are some tips to help you safely syndicate your content?

1) Make the publication on your site first: Allow Google to index the original content before publishing it on other sites.

2) Employ canonical tags: Ideally, your syndication partners will also provide you with a link to your site, thus letting the search engines know that this is the place where the content is originally published.

3) Use attribution: Place "Originally published on [Your Website]" together with a link back to your website.

4) Do not repost collectively: Do not push the exact same version to a lot of sites in a single shot.

5) Just syndicate on good sites: Syndicate to a few good and trusted sites only, which have high domain authority and are aimed at the same audience.

These five tips will be very effective in ensuring that your Content Syndication is creating backlinks, will enhance SEO, and will not lower the original content’s ranking.

Types of Content Syndication for Brands 

1. Full- Content Syndication
2. Partial/Excerpt Syndication
3. Gated Syndication
4. Visual Syndication
5. Native/Social Syndication

Action Plan: Building a Content Syndication Strategy 

In order to create maximum synergy from Content Syndication through Content Syndication, brands should implement a step by step action plan that not only is clear but also coordinates the marketing, sales, and SEO goals of the company.

1. Establish Objectives

First of all, figure out whether the main goal is visibility, lead generation, or authority. Clear objectives mean that every single piece of content can have a significant role.

2. Audit & Refine Content

Make a list of the current assets and mark the ones that can be made into evergreen content. There are certainly cases where one can just update old stats and optimize for your main keyword "Content Syndication," or get the focus back on content so that it is readable when you syndicate it.

3. Partner with Appropriate Syndication Partners

Work together with the platforms that give you the opportunity to syndicate every piece to your target group of the audience. Most of the times, partners have industry, job title, and company size filters that you can look at to decide on the extent of your reach and make a test before you accelerate your budget.

4. Develop Syndication Friendly Content

The content can be more easily digestible if you break up the paragraphs, add some graphics, and create different call to action (CTA) such as download the report or talk to our experts. Partners and audiences prefer content to be educational and at the same time, to encourage the action and conversion process.

5. Follow SEO Best Practices

The use of search engine optimization practice is always a good idea. Along using canonical tagging, creating backlinks, and determining the proper metadata to use. Each piece of content should not only be consistently branded but also the relevant links should be well organized and coded.

6. Track, Measure, and Normalize

UTM tracking links that help in counting traffic, impressions, and conversions from each partner should be created, as with all reputable metrics, very wisely. Also, you may want to compare the partners and normalize those who perform well and have high ROI(s).

If not once but repeatedly, brands implementing this straightforward action plan can elevate syndication from a mere one and done growth tactic to a replicable growth engine over time.

The Future of Content Syndication 

With the progression of artificial intelligence, automation, and predictive analytics, Content Syndication is becoming more clever. One of the most significant innovations is the use of platform based intent targeting, which enables content to find the decision maker who is actively researching and is most likely to need a solution similar to yours.

Syndication will combine the following:

• AI powered personalization
• First party data integration
• Multi channel attribution
• Real time performance optimization

Basically, content syndication will be a way of branding through digital ecosystems, it will not just be a method of increasing the brand's visibility.

Conclusion 

One of the major mistakes that people make in content syndication is that they think that it is all about pushing the content everywhere. But in fact, it is just about pushing the content in the right places. By incorporating the SEO best practices, having great content, and forming strong partnerships, brands can get more people to know about them, can become more trusted, and at the same time get more sales.

One single strategic syndication plan creates the network effect: the content that you have can get seen more, be trusted more, and also bring more leads that are really interested in your products all simultaneously.

Therefore, if you are looking to increase the reach of your brand voice, then the next step will be turning your content into a growth engine through strategic syndication that is led by data.