Go big or go home as they say. Content syndication helps your brand increase its reach to a larger audience and isn’t this the goal of every brand to expand and grow? So, what is content syndication exactly? It’s republishing the same piece of content to one or more different sites. Here’s how it works. Your brand creates original content, such as a UGC commercial on your website. Then, you target other websites and/or platforms that are a good fit for this content as well. You approach them with the opportunity to republish your content on their site. If they agree, then they repost with a source that links back to your website. Now, anyone who visits their site will see your content as well. Distribution networks work with large brands with each content syndication vendor. This means that the pricing structures will vary slightly between them. You can go this route or you can search yourself for particular partners that match your brand. According to HubSpot, you can Google Search for articles that mention: “originally published in,” “republished with permission,” or “originally appeared on.” This way is a bit more time-consuming but good if you’re marketing on a tight budget.
Let’s talk about the benefits of content syndication a little bit more now that you have a basic understanding of how it works.
1. Wider audience reach: When searching for partners to syndicate your content, you want them to be larger than your brand. This way your reach grows.
2. Increase brand awareness: This one is a no-brainer since you are using a larger brand to increase your audience. It will inherently increase your brand awareness. This can help establish more credibility as a brand in your industry as well.
3. Building relationships: When you create partnerships, you’re creating business relationships in your industry that may extend further than just content syndication if all goes well.
4. Drive website traffic & improve SEO: When you syndicate content on a third-party site, they link the source back to your website and that will increase your traffic. This will also improve your SEO.
5. Generate new leads: Reaching out to a larger audience means reaching new customers. These leads can generate new business for your brand.
You can track all these metrics with hard data once you begin syndication through website traffic, engagement, and lead generation data. This strategy is a valuable one for brands looking to increase growth and build lasting partnerships with other industry leaders.
