Everyone is concerned about website traffic. Irrespective of business, everyone is looking for ways to drive more traffic to their website. Talking about ways, content syndication is one of those ways which helps to drive more traffic to the website.
It is not a new term for any company. To everyone’s surprise, content syndication is used everywhere irrespective of fields. Larry Kim, founder of Wordstream confessed in a post that he loves content syndication. For many questions, content syndication is the answer.
- Want to promote your blog? Ans. Content Syndication.
- Want to drive more traffic to your website? Ans. Content Syndication.
- Want to build a relationship with other companies? Ans. Content Syndication.
Like this, there are so many questions with the same solution. But what is content syndication? How to get benefits from content syndication? What are the strategies to be applied to drive more traffic with content syndication?
Let’s see a quick definition of content syndication: Content Syndication has evolved to mean different things to different organizations. At Engage48, we define content syndication as the process of pushing your blog post, article, video or any piece of web-based content out to other third-parties who will then republish it on their own sites. This is where you take the asset you’ve created (E.g. white paper, blog post) and leverage it on different platforms as a lead magnet.
If you think it is sounding like duplicate content, No, it is not content duplication entirely!
Syndicated content not only increases your reach and brand awareness, it also builds links and can help drive more traffic to your original article.
Most content marketers look at content syndication as a brand awareness strategy. The logic is that by widening the visibility of your blog posts you can spread your online reputation as an industry expert. It’s much cheaper and quicker than writing a new blog post for a third-party site, either on the same topic or on something completely different.
Different audience, more traffic.
Most of the biggest and most influential sites on the web feature syndicated content, including the New York Times, the Huffington Post, and CNN.
The web is so big and so noisy. It isn’t reasonable to think that all the people you want to reach will read your story just because you published it on your own blog.
Syndicating your content gets your blog posts (either the full article or a shortened version of it) in front of a different audience who otherwise would have never known it existed.
Paying attention to who their audience is, is really key. It’s really important to focus on that and make it clear to them that you care about their audience and you’re paying attention. And that you’re putting in the effort to select pieces for them that you think will work for their audience.
Google ranking results.
When talking about content syndication, everyone thinks of this question, “Do content syndication ruins my Google ranking?” Absolutely not!
Google is kind of hard to understand sometimes, but as far as we could tell, it seemed like so long as you’re publishing the content on other sites where Google thinks they are high quality — so if we’re publishing on Business Insider, or Inc., or Time.com, or Lifehacker — Google respects those sites, and what it will do is just ignore the syndications rather than dropping your ranking because it knows that those are good, quality sites. And it can see that the original content was published earlier because it picked that up in the search rankings earlier. It would just ignore the syndicated pieces.
Apply these strategies to drive more traffic with content syndication.
Choose Your Content Wisely.
The content you choose to syndicate should be the very best you have to offer. The goal is to have content that is so engaging that visitors want to learn or view more about your services. Think about all the other types of content out there! If the goal of your content syndication is to gain more customers, then you should really consider where your visitors might be in their research process.
Syndicate Third-Party Content.
With permission from a third-party website of your choice, you can feature their content on your blog. Although this may not be original, incorporating others’ relevant work will help diversify your content and keep ideas fresh. Not only that, but you may also be able to leverage their strengths in order to fill a possible content void in yours.
Don’t just Republish…Repurpose.
While repurposing your content into another form can be a little annoying, changing up your angle or media type can work in your favour. For instance, repurposing an article into a video or displaying statistics in an infographic are terrific ways to target various audiences. After all, not everyone uses Facebook, and not everyone has a LinkedIn or Pinterest account. So having a link posted on a platform such as Twitter that links to an infographic on Pinterest that links back to your site can immensely aid in increasing the likelihood of brand discovery.
Monitor Your Leads.
Don’t leave your leads unattended! New prospects aren’t guaranteed, customers. They may have found your product on your site, yes, but conversions will definitely not be immediate. Be sure to nurture the relationship so that they end up as loyal customers. Monitoring the journey from start to finish will help you figure out what marketing strategy is most effective and will allow you to determine what works and what doesn’t.
Always Analyze and Adjust Your Strategy.
As the idiom goes, you never know until you try. When it comes to figuring out the best way to engage and attract audiences, don’t be fearful of new strategies. What might have worked last year may not be as effective today. If you don’t constantly monitor and tweak your strategies, your business risks being surpassed by others, and your product will be forgotten. By analyzing your marketing plans regularly, you will be able to learn more about your customers and improve your offers. Always remember to measure your results, no matter how successful your syndicated content has become.
Engage48 syndicates your branded content such as white papers, webcasts and other assets across a network of websites that are topically relevant to their products and solution offerings. Our audience of qualified Technology and Business professionals, purchasing at their organizations, visit those websites and becoming qualified leads. See how we do it.
A wide range of B2B content marketing options allows you to reach our technology decision maker audience and perfectly align your sales leads to your sales organization’s needs.
Interested in a no-obligation conversation about our approach to content marketing distribution?