Why Content Syndication Might Be What Your Strategy Needs

The right content is crucial when it comes to running a campaign, as it can make or break a sale. Once you’ve generated your high-quality leads, your next step is to convert them into paying customers, and doing so is sometimes as easy as simply placing the right content in front of them. Choosing the right content, and getting it in front of the right audience are two separate things, which is where content syndication comes in.

What Is Content Syndication?

Content syndication is the act of taking your best content, and republishing it across different platforms. Your best content are usually pieces that have already had a role in your SEO marketing efforts and have proven themselves effective already. Recycling these pieces of digital content across the internet lets you get something you know is good in front of new audiences.

Any type of content can be syndicated, but most frequently it’s blog posts, articles, and other written materials, or videos, webinars, and infographics. Whatever it is, it should have a record for being successful in a past effort, making it ideal to be redistributed. Unlike guest blogging, content syndication lets you get more mileage out of a piece that already exists, rather than having to create all new content.

What Are The Benefits Of Content Syndication?

The most obvious benefit of content syndication is the fact that you can take an existing piece and get more mileage out of it, cutting out the need to create new content or hire someone else to do it. Content syndication also gives you the peace of mind of knowing that the piece of content did very well once, and will likely perform well again. When creating an entirely new piece of content, you can’t know how well it will perform as there’s no history to go by.

Content Syndication also lets you get your industry expertise and knowledge out in front of new eyes, and you can even distribute the content to industry-specific websites. Dedicated content syndication websites also exist, and when provided with your content they can push it in front of the most relevant people.

How to Start Employing Content Syndication

Content syndication is fairly simple to set up, and can be done by nearly any company. The following steps will help you figure out how to set up content syndication:

1. Select Your Content

The first thing to do is select the piece of content that you want to syndicate. When making your selection, it’s important to take many factors into consideration. First, make sure the content has been published somewhere before and is still relevant. Next, determine how successful it was the first time you used it. Did it generate leads or boost sales? If so, it’s a great piece of content to use.

2. Decide Where To Republish It

Next, decide where you want to publish it and who you’re trying to target. Dedicated syndication websites are one option, though there are plenty of other places to put syndicated content. Whatever platform you choose, make sure it reaches the right audience. If you don’t want to syndicate through another platform or website, you can even syndicate your own content on a company social media site or blog.

3. Keep Track Of Metrics

Don’t forget to track several important metrics when syndicating content. The top thing to track is of course engagement, whether it be through a landing page, email, or a built-in form. Depending on where you publish your content, there might also be built in features that track metrics such as social sharing and reading, which you can request from the hosting website.

4. Compile Leads

Keep track of which qualified leads are a result of your content syndication efforts, as this information is critical to your strategy. Act quickly enough when converting these leads into paying customers. If you did decide to publish through a content syndication website, they should be able to collect this information for you.

5. Create A Nurturing Program

Lastly, either make sure you have a nurturing program already in place or create one. A nurturing strategy can assure you make the most of your leads. A nurturing strategy covers details like who will contact leads, how they will be contacted, and how effective each step of the process is.

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Author - Staff Writer

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