If you’re consistently posting blogs, videos, or infographics on your website, you know the benefits of content creation and how effective this trendy tactic is for your B2B marketing. But what if there was a way to get an even bigger boost in search rankings, brand awareness and conversions without churning out more content?
Enter content syndication: The practice of giving permission for a piece of content already published to your site to be posted on a third party site either in whole or in part.
There are a couple ways you can get your content on third party websites:
The Free Way
You can submit your content to syndication services that don’t charge to repost your content. A few examples are:
Business 2 Community: Articles are manually approved based on strict quality guidelines.
Social Media Today: Content about social media is also approved before posting. Once your article is live you can add your RSS feed.
Growth Hackers: Also a subject driven site, Growth Hackers concentrates on content for growing businesses and attracts a healthy following in the marketing and entrepreneurial communities.
The Paid Way
Popular sites like Forbes, Entrepreneur.com, or CNN allow you to shell out a few bucks to have your content posted on their site. Paid content is usually marked as such.
Choosing between these methods depends on your budget and your individual goals. But no matter which way you decide to go, syndication can help your content strategy and your business thrive for these reasons:
Posting on your own blog is just the first step toward bringing attention to your valuable content.
When you spread your best content to other parts of the web, you get to borrow other people’s audiences and get exposure to possible buyers that aren’t a part of your normal blog readership. You’ll also increase your brand awareness and thought leadership with readers who might not have found your blog yet.
With content syndication your exposure is amplified.
When you submit content to any syndication service, you’ll want to make sure you at least get a link back to the page of your site that contains the original content.
That way, when people begin consuming your syndicated content and like what they read, they’ll navigate to your site and click around some more, giving you a higher volume of different traffic.
As more traffic starts making its way to your blog, you’ll also stand to gain more subscribers to your blog posts and marketing email campaigns.
If you know much about SEO, you know that getting backlinks from credible sites is a positive boost for your site’s search rankings. Content syndication is one way to get these helpful links.
Because the actual credibility of a site that links to you is so crucial, it’s also why you should concentrate on sending your content to only the best sites in your niche and ones that Google recognizes as having authority.
In turn, some of that website’s good reputation with search engines will rub off on you and push your content up in the rankings. Better authority alone will build on the benefits listed here and redouble the exposure and traffic you get because a higher ranking means more people will see your link.
What syndication comes down to is reaping the rewards of normal content creation on a larger scale. More blog readers will see your content, a different type of audience will flock to your site, and authority borrowed from a third party website will help your SEO. If you make a point of submitting your best work for syndication, you’ll get more mileage out of your compelling content while ultimately helping your company succeed.