How Content Syndication Can Create Greater Exposure!

Consistently creating awesome content can be a struggle and everyone knows content is king but what happens when your content isn’t going anywhere? We know that search engines put emphasis on quality content for sites across the interwebs, but not only do you need to create great content but create content that is being seen. SEO of your content plays a huge role in content visibility including social media promotion, optimization of content and link building.

If you can allocate a piece of your marketing budget there is one attention-grabbing tactic that is growing in popularity. Content syndication is a great way to get the visibility on multiple platforms without having to take the time to publish your content on multiple sites. Best of all its easy to do!

Here is the why, where, what, when and how of content syndication giving you the basics on getting started. When done correctly content syndication can be a very effective way to help develop your reputation and visibility online very quickly.

What exactly is Syndicating Content?

Syndicating your content means you’re publishing a piece of written content or video you created onto different websites for people to share and comment. It is important that you earn a link back to where the content was originally posted for a couple of reasons. One you want to make sure you are not allowing someone else to take credit for your work and two the back link helps your SEO.

Quick Tip: In general, the rule of thumb here is that the content must be of interest to the site’s audience so make sure that you are selecting topically relevant, high quality content for syndication.

Why Should I Use Content Syndication?

The big reason you should consider content syndication is that it gets you exposure to another website’s audience. This is a quick way of getting your name out there in front of relevant audiences and also the SEO benefits for your content. Remember you get that link back to your website as well as the visibility.

Quick Tip: You should syndicate to sites that have an audience or segment that is relevant to your business which will help with the consumption of your relevant content.

When Should I Syndicate?

It’s a good idea to start syndication once your content has been established on your blog or website. You need to make sure that you’re able to publish quality content frequently. Once you got this down, now you can go try to syndicate your content and get the word out about your blog or website.

There isn’t a clear formula as to how much content to syndicate but you can push your best content aggressively several time even on a weekly basis if possible. Remember to remove content that is no longer relevant and you want to ensure that the content is high quality and unique to your site.

Quick Tip: You probably don’t want to syndicate all of content from your site. That will create a situation where there is nothing unique left for anyone to find and enjoy when they visit you.

How should I syndicate my content?

There are many different websites that actually focus on primarily syndicated content, so these are usually a good place to start. You can upload your RSS feed so that the website is alerted that you’ve published something new on your site. They can check out your content and can choose to publish it, give back credit or do nothing with it at all. Reddit.com is one of the most popular sites for syndication and is categorized for many different kinds of industries.

Other syndication options include paid as well. Paid options include websites that will syndicate your content for you on major sites like ABC, CNN or USA Today. You can select the content that you want to push and even Geo target an audience to receive your content. Outbrain and Toobula are two of the most popular and have dashboards to monitor metrics for each post. The content has to be quality, relevant and void of sales pitches in order for them to accept and syndicate.

Quick Tip: Using paid syndication is a great way to get the exposure you looking for. Be sure to treat this as any other media campaign and allocate a budget for it. Monitor the results and make changes to each syndication campaign to optimize your reach and CTR.

Content Syndication and SEO Benefits

As I stated before, syndicating your content is great for your SEO because it helps you earn links as well as visibility without having to write new and unique content. Nevertheless, there are a few challenges that come along with syndicating content.

One challenge is it is possible that another site could outrank you on a Google SERP. This would bring more clicks to the other website as opposed to your website. It’s usually a good idea to syndicate your content and then remove your RSS feed after you get a little bit of visibility before you completely lose out.

Another challenge is making sure not to duplicate content. You don’t want to syndicate your content with too many sites because Google doesn’t like to see a huge incursion of links to the same content and in consequence it could get you a duplicate content penalty. Its important Google knows you are the source of your content through canonical tags and internal links in the article. This is the best way to claim authorship of your content.

There are definitely times when syndication makes sense. There is no one formula and It is all about understanding the reputation and visibility benefits, and also evaluating how it fits into your media plans for your own website and business.

Have you syndicated the content from your website before? What did you find to be the most beneficial about using content syndication? Let me know your experience and your thoughts in the comments below.

Quick Tip: You should put your main content manager in charge of syndicating content. Be sure to just have one person in charge so that you do not have a lot of people trying to syndicate your content in the same place.

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