Content Syndication: What It Is? & How It Works?

How about turning the content you trust most into a lead generation tool with content syndication? You can market many types of content this way, such as an eBook, whitepaper, checklist, and more. In this way, you can educate the customer base who wants to interact with your website. Content syndication involves sharing a piece of content across multiple channels.

Businesses use this method to maximize access. In this way, you can deliver the content you have worked hard to produce to a wider audience. In this way, you can benefit from the content better. In this article, we will talk about what content syndication is, how it is done, and what its contributions to SEO are. We will give information about the content syndication definition below.

What Is Content Syndication?

Content syndication is the strategy of republishing any type of internet-based content, such as a blog post, video, audio, podcast, and graphics, across different websites and platforms. You publish your content on different platforms with permission. Businesses also publish their content, which would only reach a limited audience when published on their websites, on different platforms to reach large audiences.

If you share content that you originally published on your website on other websites, you can expand your target audience, increase brand awareness and attract more traffic without negatively affecting your SEO strategy. We can describe content syndication as a powerful content marketing strategy.

If we think from a B2B marketing perspective, creating affiliate programs with different websites, sharing content on social media platforms and promoting content on syndication networks can be part of content syndication.

This content may interest you: B2B SEO

With these features, it can be said that content syndication is a combination of content marketing and sales research. In this field, the market is expected to increase from 4.5 billion dollars to 5.3 billion dollars between 2020 and 2027.

Who Uses Content Syndication?

Who Uses Content Syndication?

Every business and department operating in the field of marketing must have a content syndication strategy. A recently published report revealed that content syndication is the fastest growing lead generation tool. The same study reported that 44% of B2B technology marketers have invested in content syndication.

Very large websites, magazines and other published media outlets constantly resort to syndicated content provided by smaller publications and websites. Content syndication is interesting for experts and brands conducting marketing activities.

Small businesses and websites can reach very large audiences this way. They can rely on the reputation of larger brands and businesses and benefit from them through syndication. In addition, large companies can engage in content production without spending budget and equity. There are paid or free content syndication ways to distribute your content this way.

In short, businesses that want to grow their brand can definitely invest in content syndication and reach larger audiences this way.

What Does Content Syndication Have to Do with SEO?

Content syndication can basically be duplicate content. This can harm the SEO success of your website. Google considers multiple versions of the same content negatively when ranking. Therefore it only indexes a page that adds the content. Generally, it will select and index websites with higher traffic and more authority.

Gaining visibility with content syndication can be a bit difficult. In this case, if you do not act correctly, organic traffic to your website may decrease. You can eliminate SEO problems by having the content you will use for syndication correctly indexed on your website and your business partner’s website.

Google does not directly penalize websites with duplicate content. Instead, there will be no support in SEO performance. This strategy becomes seamless if you share carefully and indicate to the search engine and users that the content is syndicated content. Include a link to the original content and ensure the third-party post includes a canonical link. You can add this link in different ways depending on the status of the publication.

When you add internal links to syndicated content, the content syndicated across platforms conveys authority and equity to those links. You can do content syndication in different ways. If you do it with the right strategy and methods, this strategy will not harm the SEO performance of your website. On the contrary, it allows you to achieve success in attracting more organic traffic.

What Are the Benefits of Content Syndication?

What Are the Benefits of Content Syndication?

Making a content available for shared use primarily allows you to deliver your content to a new audience. In this way, you can use your investment in the content production process in the most efficient way. At the same time, you can work with publishers, distribution partners and businesses that will support you in creating brand awareness specific to your target audience.

With content syndication, the publisher can add a link to your website, offering the advantage of increasing your traffic and contributing to your SEO. Google uses backlinks as a vote of trust. However, in content syndication, Google may not show this situation in search results. Since Google does not like duplicate content, it only lists the version it deems most suitable for users.

The main purpose of content syndication is to maximize online viewing frequency and the number of people who see the content.

The benefits of content syndication can be listed as follows;

  • This strategy provides your business with higher brand awareness. The more often your brand’s name appears in a piece of content and the more people use that content, the more people think and talk about your brand.
  • If your content is published on different websites, they will link back to you. This allows users to follow the links and visit your website as more traffic. Backlinks from third-party websites also contribute to your website’s SEO.
  • You can make more sales from your website. Thanks to content syndication, people who see your business can look at your product offerings and consider a purchasing experience.

Free vs. Paid Content Syndication

If you plan to invest in this strategy, you can choose a method between free and paid content syndications. You can benefit from both paid and free methods in commercial marketing strategies.

Both methods have certain advantages and disadvantages. In this section, we will give you information on choosing the best content syndication channel according to your budget, target audience and the most appropriate broadcast platform.

Paid Content Syndication

Paid Content Syndication

Paid content syndication is a method where you pay different platforms to publish your content. If you have used free channels or think that paid channels will be more effective, you can invest in this method. For this, you need to allocate a budget for content syndication.

You can distribute your content to everyone through press releases with services such as PR Newswire and GlobeNewswire. If you are going to announce a new product, you can do this with a press release. The content is first published on the website, which is the press release. This content may then appear on third-party websites. Content syndication via press release can be costly. That’s why midsize and large businesses pay for it. However, small businesses can also syndicate content through press releases using appropriate methods.

You can also syndicate paid content with local advertising services. Certain local platforms work with the Google Ads system. You pay them a certain amount for the content you want to distribute. Third-party websites may also implement this method without publishing your content. They link to your website by simply publishing the image and title. In this way, the original content remains with you and they direct their visitors to you. This strategy will work well if you are targeting a local audience.

Free Content Syndication

Free Content Syndication

There are free options for syndicated article. You can also apply this strategy without paying any fee. Free content syndication is when you republish content you publish on your website on another platform or publication. You can publish your content on a free, public website. You can do this on a site like Medium and LinkedIn. These sites host your content with a quote and deliver it to another audience.

You can also publish content that suits the interests and needs of your target audience on blogs related to your industry or specific areas of interest. You can make a redirect to your website from here.

You can also distribute your content for free through major media organizations such as Forbes. For this, the platform must reach out to you and request to republish your content. These businesses have certain standards and make sure that your content is of high quality.

You can also use private community forums like Facebook groups and Reddit where you can syndicate your content for free.

Facebook groups do not spam your content and are very effective. However, copying and pasting content into hundreds of groups on Facebook will not be effective. Instead, you should share the content with a specific introduction to each group’s language.

You can spread your content effectively with Reddit. Here, you can develop an effective strategy by discovering how your target audience spends their time and what they like.

You can republish your best-performing and most current content on websites larger than yours. This makes the content on your website stand out.

You can also republish your old content on websites with the same audience and authority. You can feature these contents in smaller, focused publications to reach a niche audience. This method is successful with posts that have a similar audience to your blog. Contextual links help you here. At the same time, you can reach more potential customers.

How Does Content Syndication Work?

Content syndication is very useful if you have quality content that you want to publish on other platforms. By taking this strategy into consideration, you can create content accordingly. You can conduct content syndication by designing different content such as a blog post, infographic or video.

The content syndication working process is as follows;

  • Find partners to publish your content.
  • Republish content on social media and other platforms.
  • Boost your blogs with guest writing.
Find Partners to Publish Your Content

Find Partners to Publish Your Content

You need to find partners for content syndication. These partners are both a practical and low-cost strategy for attracting the attention of your target audience. You can do this with syndication networks and non-competing sites.

Groups of sites that work to make the same content available for common use are syndication networks. You can use this strategy to promote a site and share content on multiple sites simultaneously.

You can also share your content on sites that are not commercial competitors and have a similar target audience. For example, if you are going to promote a food supplement, you can promote it on a healthy lifestyle blog site. On Google, you can find sites that reflect your similar target audience and are not competitors.

Once you find a partner, contact them and be persuasive to start the syndication process.

Republish Content On Social Media And Other Platforms

You can also share the content you share on your website on social media platforms for content syndication. Here you can share the entire content or an interesting part of it on social media. In this way, you can ensure that your audience here visits your website.

Generally, local content is preferred. At the same time, content that will not cause people to leave the platform attracts more attention. You can effectively use social media platforms where you can share your content and expand your audience there.

Boost Your Blogs With Guest Writing

Boost Your Blogs With Guest Writing

Instead of sharing your content on your own site without sending it to another platform, do the opposite. First of all, submit your content on a platform as a guest author. Then, when they publish that content, publish it on your own website as well.

If a guest post of yours has already been published, be sure to contact the publishers and ask for permission to combine it with content on your own website. When doing this, you can specify that it will provide a link to their website. They might be convinced if you tell Google that you’ll add a canonical tag to show that their post is original content.

You can request permission for syndication before submitting a guest post. You can also do this in press releases and other digital PR efforts. You should also ensure that the content you submit is published on your own website.

In Conclusion

Content syndication is a strategy that allows you to reach a wider audience by sharing content on your website on other platforms.

Content syndication, one of the most popular techniques in the field of content marketing, can be done through paid and free methods. Content syndication marketing always gives your website more sales opportunities.

Especially if you have a small business, you can drive more traffic to your website with content syndication by using more popular websites.

Frequently Asked Questions About

Your business may not have a budget for content syndication. In this case, you can apply free content syndication techniques. Free content syndication is also a great way to promote your website and attract more potential customers if you apply the right methods and run the process smoothly.

Content syndication can always lead to duplicate content problems. In this case, Google definitely takes into consideration the original and more authoritative site. That’s why you need to solve the duplicate content problem. You can solve this problem by creating a canonical tag. In this way, you can report original content to Google.

The most important point for content syndication is that you choose the right method and platform. When sharing your content, be sure to choose a site that is more authoritative than your own. At the same time, choose platforms with similar target audiences. Additionally, try sharing your content on a site that is not your commercial rival.

Hasan Berber
Hasan Berber

Posts: 50

Hello, I'm Hasan. I graduated from Istanbul University with a degree in Business Administration. My interest in digital marketing started when I took a related course at university. Since then, I have been passionately following this field, and I'm at Dopinger to share the knowledge I've gained wi... Read More
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