Do you have a group of rock star bloggers writing valuable, interesting and share-worthy content for your company blog, but you still can’t seem to get the traffic you deserve? If you answered yes, then you might want to consider content syndication.
Let’s face it: Developing killer content is just half the battle. The other—more difficult and time consuming—half is getting people to actually read and engage with your content. Content syndication, or the process of republishing content that already exists on your site to a third-party site, is a great way to earn more visibility and expand your reach.
So what’s the catch? There isn’t one. But there are a few dos and don’ts you must keep in mind when developing your content syndication strategy:
- Do Choose Your Content Wisely: Not sure what type of content you should syndicate? It’s important to syndicate your best work to ensure that you grab readers’ attention and generate interest in your brand. While it may seem counterintuitive—after all, you want to save your strongest content on your own blog— the last thing you want to do is become a part of the white noise that’s clogging the Web. How-tos, lists, guides, and tips and tricks are always crowd pleasers.
- Don’t Syndicate Just Anywhere: Just because a third-party publication gets a lot of traffic doesn’t necessarily mean it’s the best fit for your business. For example, if you’re a financial institution catering to the C-suite, you wouldn’t syndicate content on Cosmopolitan, would you? When researching where to syndicate content, carefully consider the readership and reputation of the site. Remember, the goal is to build rapport with your target audience.
- Do Be Careful of Google: We’ve all been warned by SEO experts that duplicate content can weaken search rankings, but what about syndicated content? Experts suggest that placing the tag rel=canonical on the page where your article appears, with a link pointing back to your original post, will prevent you from being penalized as it indicates to Google that one URL is the equivalent of another.
- Don’t Think Syndication is the End-All-Be-All: Unfortunately, many marketers are under the impression that content syndication will solve all of their problems. Sure it helps expand your reach and increase brand awareness, but it’s not the end-all-be-all. You still have to consistently promote content in other ways; for example, socialize content on your corporate social media accounts and include it in your weekly or monthly eNewsletters.
- Do Experiment: You might be shocked to learn that the content you thought would peak readers’ interest actually doesn’t and vice versa. Make sure you perform some A/B testing on what content you syndicate and where you choose to repurpose it as it might reveal a niche market that you didn’t know had an interest in your product or service. What’s more, it will help you devise a solid strategy for success.
When used wisely, content syndication is a cheap, effective way to spread your message and exposure. To learn more about how we can help you develop a content syndication strategy, click here.
Before she got bitten by the marketing bug, Brooke Neuman worked as a copy editor for Content Boost’s parent company, TMC. As a veteran Content Producer, Brooke draws on her leadership skills and writing expertise to help clients reach their marketing goals. She’s also the creative mind behind the Content Boost blog, featured articles and eNews platforms. When she’s not coming up with killer headlines, you can find her at the beach working on her tan, coaching lacrosse and enjoying her favorite pastime—shopping. Brooke graduated from Endicott College—where she helped the Gulls win four-peat CCC Women’s Lacrosse Championships—with a degree in contemporary journalism.