If you are planning to use content being produced by your team on your website only, then you are only limiting your reach. Instead of being restricted to your own website for content publishing, you should maximize what your content has to offer and work to reach a wider audience, and this is what content syndication is all about.
If you start using content syndication well, then you will find that any piece of content can have a bigger life beyond a single post.. So, let’s explore the world of content syndication in greater detail.
Content syndication definition
Content syndication is all about re-publishing content on a third-party website in order to reach a wider audience, increase backlinks, improve brand awareness as well as the quality of leads. But there is a fine line of difference between syndication of content and guest posting.
Knowing the difference between web content syndication & guest posting
One of the biggest advantages that you will get with the syndication of content over guest posting is related to scalability. When you are syndicating content, you will be writing a post, publishing it on your website, and then using the same blog post: just published on different third party websites. With the power of republishing, you are able to reuse the same piece of content to greater and broader effect.
On the other hand, guest posting can never be scalable unless the website you’re using for guest posting has, themselves, multiple content syndication partners. Once you publish a guest post for a blog, it will just sit there unless they practice content syndication themselves or you really guest post for a great many blogs. That latter bit can get very tedious, very fast.
So, you can’t keep writing guest posts on an everyday basis since there will always be limitations to the number of guest posts you can write, but with content syndication, you can always re-publish your content without burdening the content team too much–they can focus on other key tasks.
Getting Content Syndication Done
Start by guest posting
You can simply start a new blog and then begin your content syndication efforts without any delay. But with this approach, none of the big blogs out there will likely be interested in what you have to offer, and this is where guest posting will come in handy.
In order to get a head start, you will need to first establish yourself as a professional and credible source of information on the topic you are writing about, and guest posting will be an ideal approach for it. In order to check which websites accept guest blogs related to your niche, you will need to use keywords with different strings like guest posting, best guest posting website, free guest posting, and much more as a start. Alternatively, you can reach out to partners in the industry.
Select web content syndication partners
There are many websites out there that are open for B2B content syndication, but one thing that you will have to keep in mind is the better the website will be, the more strict their quality guidelines will be.
You will have to accept the fact that most of the sites out there syndicate content related to their own marketing efforts. This is why just giving a little bit of twist to your content , you can keep using it on different third party websites. But making a list of B2B content syndication partners related to your niche is also crucial so you can plan ahead.
Reach out to the shortlisted web content syndication partners
After making a list, you will first need to check whether the websites that you are going to approach are actually syndicating content or not. You can easily check this one on their blogs. Syndicated posts will have appropriate attribution to where they come from. Alternatively, you can simply search for ‘Originally appeared on’ in order to find content syndication approval of any website.
It’s true that if you do not handle syndication of content well, it will create duplicate content issues, and this is where SEO proofing will help you. When you are syndicating content on a third-party website, then Google will always show only that version of the content that appears to be more appropriate for users in a given search. And the version chosen by Google might not be the one that you want given preferential treatment.
In order to deal with this issue, you will have to use the rel=canonical tag. This will allow you to link Google with the original source of the content. In addition to this, you can also use NoIndex. This tag will prevent Google bot from indexing the content.
Syndicate content on an ongoing basis
You should never consider syndication of content as a one-time effort. You will need to keep syndicating content on a regular basis, and this is practically possible since you will not be under the pressure of coming up with a new piece of content every time you will plan to publish something on a third-party website.
You can build a partnership with a content syndication website so that they will syndicate at least one of your content every month. Better, work with a company that already has the chops and experience to effectively manage your syndication.