Content Syndication: The Art of Effectively Using Existing Content

Chalk Infographic of Content SyndicationWritten by Jessica Davis of Godot Media

Many companies and content creators do produce great content, but no one gets to see it. This is because they are unable to get their content out because they are not well known or their content does not appear prominently on search results. All the effort and skill involved in creating great content – articles, blog posts, videos, songs, slides, infographics, etc. go to waste because content creators cannot get their content out to people.

The best solution for this problem is content syndication. Content syndication is the process where content creators allow their content to be published on third party websites with our without remuneration.

What is content syndication?

When you decide to syndicate your content, you are essentially allowing other websites to publish either the whole content or a snippet or a thumbnail of your content. There are many websites out there that are very popular and do act as third party content syndication platforms for content creators. So if your content appears on such websites, not only will more people see your content but they will also be encouraged to go to your website to read more. Moreover, your website also stands to gain a lot of backlinks.

There are three main types of content syndication. Licensed content syndication is where content producers allow their content to be published on other websites, but the third party publishers ensure that the content is not duplicated endlessly. Content creators get royalties when consumers read their content on third party content re-publishers. Free content syndication is where content creators allow their content to be syndicated without any monetary benefit as they know they will benefit immensely from the additional exposure. Ad-supported content syndication allows content creators to get a part of the revenues generated from advertisements but they don’t have much control over their content but they stand to earn a lot of money if their content is popular.

How content syndication can be beneficial

• Improve search engine optimization

Search engine optimization is truly and art and can be quite difficult for an amateur. Also, one of the most important tasks in any SEO campaign is to collect as many backlinks as possible in an organic way that is bound to get noticed by search engines. Instead of using shady methods to get backlinks, content syndication is the best way to get organic links back that can boost any SEO campaign. Google may change its algorithms periodically but the number of quality backlinks is still and excellent signal for Google search engine bots and crawlers. Content syndication will not only get your content to a wider audience but it will also get web traffic to your website along with quality backlinks.

• Increased engagement with content

You and your brand may spend countless hours creating and publishing textual, visual and video content for your website or blog but it most probably gets little to no attention. This is because most people have a few trusted sources from where they get their content and they don’t have the time or patience to trawl the web for exciting content. Content syndication can help you get your content noticed to a much wider audience. By allowing your content to be published on content aggregator sites and websites similar to yours, you are increasing the chances of your content to be found on the web, which in turn increases the chance of customer engagement with your content.

About the author

Jessica Davis is a Content Strategy Specialist with Godot Media. She has years of experience in working closely with online businesses, helping them refine their marketing strategy through optimum use of content. Her other interests, besides online content strategy, copywriting and search engine optimization, are technology, sports and even fashion.

photo credit: Chris Heiler via cc

A note from Mike Sansone: 

While we normally limit our guest posts to Friday, we wanted to make sure this piece got to our readers during the heart of the week. One of the most frequent questions I receive is “Where will the content come from?” The two most popular answers are, “Listen to Your Day” and Outsource it -and Godot Media is a place I recommend highly for the latter.