How Can You Leverage Content Syndication To Grow Your Audience

Great content is one part of a winning digital marketing strategy. You still have to attract traffic to the content you spent weeks on. 

Traffic isn’t easy to generate. According to a 2021 marketing report by HubSpot, 61% of content marketers find it their biggest challenge to get new visitors to their website.

Here’s the good news:

Content syndication can answer these challenges.

Content syndication enables marketers to broaden their audience and increase web traffic.

What is content syndication? How can you use it?

Read on to learn that and more:

What is Content Syndication?

Syndicated Content Providers

SEO Considerations For Content Syndication

Content Syndication: Benefits for Your Business

How to Syndicate Content

Final Thoughts: What Content Syndication Is — How To Leverage It

What Is Content Syndication?

Content syndication occurs when a website reproduces another website’s original post while giving credits. The attribution message looks like:

Content syndication attribution message
Screenshot

Syndicating content is different from republishing duplicate content, which can affect your website’s reputation and search engine rankings.

Content syndication is a legitimate strategy in content marketing that benefits both parties. The original content creator gains a larger audience, while the third-party website gets to share high-quality content.

The original owner can also self-syndicate the piece of content to relevant forums, creating crowd marketing links.

Is it Guest posting?

No.

In guest posts, a person writes explicitly for someone else’s website. In content syndication, website owners copy the original content and post it with permission from the original owner.

By nature, content syndication is less time-intensive than guest blogging, as you can share the same existing content in multiple places.

Syndicated Content Providers

  • Quora
  • Reddit
  • Slideshare
  • LinkedIn
  • Mix
  • Medium
  • Pinterest
  • Business2Community
  • Taboola
  • Outbrain
  • Content.ad
  • Revcontent
  • Sharethrough

Quora

Quora is a social medium formatted as questions and answers. Users post their questions and the rest of the community answers in reply.

You can syndicate a portion of your content while answering a relevant question and include a link to your website. Or, you can republish your complete content on Quora’s blog.
 

Reddit

Reddit is a popular social media platform. Users share articles, photos and videos or write up original posts in subreddits — topic-specific Reddit sections.

You can share your articles or post a portion of your content on relevant subreddits to spark a discussion and generate traffic.

Slideshare

Slideshare is a place for internet users to share their expertise in presentations, graphics and slideshows.

If your content relies heavily on visuals, Slideshare is a great place to syndicate.

LinkedIn

LinkedIn puts your content in front of professionals and businesses as a business-focused social medium, making it ideal for B2B content.

Mix

Mix is a social sharing platform that enables users to collect and share online content. You can curate your content into relevant categories and reach out to your target audience.

Medium

Medium is a blogging platform that empowers writers to publish any content they choose and gain a following.

You can import your content in Medium and send traffic to your website.

Pinterest

Pinterest enables users to share their favorite visuals from across the internet.

You can share your eye-catching visuals — infographics, graphs and images — on Pinterest and attract traffic.

Business2Community

Business2Community specializes in publishing business news, market research and thought pieces.

If your content offers new insight into your field, Business2Community may be the ideal content syndication partner.

Taboola

Taboola is a paid service that syndicates your content on large publishers. The syndicated content appears next to similar articles as suggested content.

Outbrain

Similar to Taboola, Outbrain works with its syndication partners to show your content next to relevant articles. You pay a small fee when someone clicks on your article.

Content.ad

Content.ad offers promotion for your articles through their paid distribution channels.

Revcontent

Revcontent is a paid marketing service that syndicates your content to high-quality publishers.

Sharethrough

Sharethrough is a programmatic advertising company for sharing articles, visual content and videos. Whatever you want to syndicate, Sharethrough can help your content appear in front of relevant audiences.

SEO Considerations for Content Syndication

Worried about duplicate content?

Readers can tell the difference through the attribution messages, but how will search engines differentiate the original content from the syndicated content?

A canonical link is the answer.

The best practice to ensure your content receive benefits rather than penalties for duplication is to include a canonical tag in the syndicated content like the one below:

A canonical link informs the search engines about the original post that should appear in search engine results.

This extra step ensures that you reap the full benefits of content syndication.

Check if your content syndicate included a canonical link:

  1. Right-click anywhere on the syndicate’s page.
  2. Select Inspect from the drop-down menu.
  3. Press Ctrl/cmd+F to use the search feature.
  4. Type “canonical” in the search box.

If the webpage is using a canonical link, it will return a canonical link.

content syndication canonical link shown in the google search console
Screenshot

Content Syndication: Benefits for Your Business

How content syndication benefits your business?

Content syndication has several benefits.

Continent syndication:

  • Saves money: Most content syndication sites share your content to their broad audience for free.
  • Increases brand awareness: Visitors learn about you and your products when your content appears on content syndication sites.
  • Builds authority: When your name or brand is associated with high-authority publications in your niche, the audience sees you as an equal authority or thought leader.
     
  • Generates high-quality traffic to your website: Readers interested in your insight or offerings click on the internal links in your syndicated content.
  • Promotes lead generation: Your syndicated content can turn cold leads into customers. You can increase subscribers and conversions by including a link to your gated content, newsletter, book or course sign-ups at the end of your syndicated content.

    However, major syndication websites often prohibit this tactic.
     
  • Improves SEO performance: Backlinks to your website from relevant publications build your backlink profile and pass on their page authority to you. It elevates your search engine rankings and brings in organic traffic.

For these reasons, you should incorporate content syndication into your content strategy to increase your referral and direct traffic.

Do check out the syndicated content for canonical links. Otherwise, search engines may not display your preferred content in the search results.

How To Syndicate Content

By now, you know how content syndication works.

But, how do you syndicate content?

Here’s how:

1. Optimize Your Content for Syndication

Content publishers are more likely to republish high-quality content that provides a unique value.

How can you provide a unique value?

Think about the type of content that you see frequently shared on social media.

More often than not, it’s images.

Include visuals to make your content valuable and increase the viewer’s desire to engage. Here are some ways to include visuals:

  • Infographics
  • Images with key takeaways
  • Charts summarizing information
  • Helpful screenshots

For inspiration, check out Canva’s best infographics.

Infographic for content syndication on how information travels from your computers to data centers
Screenshot

The content itself must also be well-written and insightful.

As it will reach a large audience, include unique insights to establish yourself as a thought leader in your space.

For SEO, include links to your website in your syndicated content. It will pass authority to improve your rankings and direct traffic to your website.

As you wrap up your syndicated content, be sure to include a relevant call to action that inspires the audience to click through to your website or sign up for your newsletter.

2. Select a Content Syndication Platform

Not all content syndication platforms are the same.

From building relationships with well-known publications like Forbes to self-syndicating on platforms like Medium, each has its advantages and disadvantages.

Here are the main ways to republish content:

  • Syndication on larger platforms: A prominent publisher with a wider audience publishes your content.
  • Syndication on similar size platforms:Your content reaches relevant yet new audiences that may not be familiar with your business.
  • Co-syndication: You and another relevant business share each other’s content.
  • Self-syndication: You publish your content on free platforms.
  • Paid content syndication:You pay third-party services to feature your article in supported publications. It is similar to search engine marketing.
Table summarizing the differences between different content syndication strategies

Consider the advantages and disadvantages to each of these content syndication services, along with your niche.

For example, if your target audience comprises other businesses, focus on B2B content syndication platforms.

3. Find Your Partners

Find the relevant content distribution channels. They should have an audience you want to reach, a more extensive user base or both.

Choose partners with high-authority sites. Check their domain rating or domain authority to determine if they are similar to you.

You can use Ahrefs’s Website Authority Checker or Moz’s Domain Analysis to check these essential metrics.

Checking content syndication partner authority with Ahrefs’ Website Authority Checker
Screenshot

You can find smaller publications by searching:

  • Previously published on
  • Originally published on
  • Originally appeared in
  • Republished with permission
  • Reproduced with permission
  • Shared with permission

To find a possible partner in your niche search: “previously published on” + [Niche keyword]

4. Master Pitching

When you reach out to a possible syndication partner, your email should convey your authority and professionalism. To do so, customize each email for the recipient.

Do your research on their audience and content curation style. Look for a content hub on their website that your content may fit into and provide the most value and potential return.

Craft a compelling pitch email. Mention a recent article they’ve published similar to yours that has done well to show that you read their content.

Include links to your content in the email so they can see the quality.

5. Evaluate

After some time, look at the results of your content syndication.

Here are some key metrics to consider when monitoring your content:

  • Are the pages you linked in your syndicated content seeing any traffic or rankings boosts?
  • Is your website seeing any traffic increase?
  • Are average rankings increasing?

Google Analytics is a powerful tool to measure your website’s success traffic. Look for upticks in traffic after implementing any marketing strategy to get a sense of your campaign’s success.

Google analytics graphic showing the effects of content syndication on website
Image Source

Final Thoughts: What Is Content Syndication — How To Leverage It

Once you know how to syndicate content, it can be a valuable strategy for increasing your content’s reach and ROI. 

Not only can it grow your audience, but it can also establish your brand as an authority in your niche.

However, you’ll need optimized content that promotes sharing and inspires readers to discover more of your work to see maximum benefits.

Optimize your content with thoughtful internal links and select your syndication partners carefully to reach the target audience.

Make sure your web hosting can keep up with your growing audience.

Bluehost provides fast, reliable WordPress Hosting Services that you can count on.

Machielle Thomas
Machielle Thomas | Content Manager
Machielle Thomas writes and curates web and email content for marketing professionals, small business owners, bloggers, and more.

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