Content syndication is a cost-effective way of generating qualified leads for your sales department. But you gotta get it right. It is also one of the most popular content marketing strategies that B2B marketers are actively investing. While there are too many ways of doing that, finding the right target audience considering the growth in digital content marketing is a little complex.
There's a common myth out there that says syndicated content is duplicate content, and that can wreak havoc for your search engine efforts. This is totally beside the point. The key reason for content syndication is just so it can bolster your marketing efforts. It's a part of your content marketing tactics. However, this marketing strategy is something that is one to stay and probably has the capability of making numerous positive changes for a company's brand awareness activities.
Successful content marketing isn't about editorial calendars or blasting your social channels like Facebook or Twitter. To make a bigger impact you have to start asking how your target audience will come across your content to measure the triumph of your content marketing strategy. Below are a few reasons as to why you should have a content syndication strategy in place:
- Exposure of content that is at the top of your funnel
- Repurposing your content
- You will get long-term SEO results
- It will drive back more traffic to your website
When you include content syndication in your content marketing plan it bolsters your outreach because you get to share your content with an audience that you might not have known to exist. Although there's no one-size-fits-all approach, you need to come up with a content marketing campaign that follows best practices for targeting, linking, and get the most out of your repurposed content creation attempts.
If you're a marketer who provides a more channeled network for specific content, you can have other websites feature their content on your blog or website. You could always ask to feature an influencer's blog post and in turn, they'll feel honored to be asked by you. This re-purposing of content ideas highly reflects your reach and makes a great impact not only on your target audience but also showcases your thought leadership ideation on the brands that you work with.
Another effective content marketing strategy is to leverage paid content syndication, where you can partner with publishers from the same industry who can share or republish your valuable content. Not only will it drive in more exposure to your own media but also maximize your likelihood of earned promotion, bringing in qualified leads straight to your marketing funnel.
Have you tried syndicating your own content? If not then Medium is a great place to start! It's a digital marketing platform that lets you put out great content be it written or even visual content.
The great thing about publishing on Medium is that even if you're not a big name or have a niche that's relatively small your Medium story can still enable you to reach your potential customer. That's because it's all about the value of your content marketing accomplishments. If you are a content marketing agency and you wish to make Medium a part of your content marketing strategy make sure to:
- Use a great image
- For more exposure, work with Medium publications
- Bring back the under-performing posts
- Post your content asset regularly
- Spend on social ads to give your post a bit of a boost
- Gain more social media followers
As a content marketer, you should start by identifying the buyer persona, build relationships, then, eventually move on to submitting content type like original guest posts that are written for their audience. This content strategy is a great way to increase your exposure as well as build more engagement.
To increase your brand awareness and to avoid getting filtered out of Google's search page results make sure to work around these SEO strategies that also happen to be excellent inbound marketing activities:
- Revise your content while guest posting on other websites
- Don't forget the "rel=canonical" tag on your content so it points back to the original post. The point of this tag is to tell the search engine that you are the original publisher and the syndicated content is just a copy.
- Use the "noindex" tag on the syndicated copy to keep the republished content out of the directory
- Also, remember to get a link back from the syndicated copy
Simply put, content syndication is nowhere close to traditional marketing but is a win-win for everyone, provided that you do it well. It's a smart way to get more out of the work you've already done. Not only will you be able to increase your overall exposure but also gain additional SEO benefits in the process. Above all make sure you keep your content marketing effort going by churning out engaging content and simultaneously use all or the most convenient distribution channel to syndicate your content.