Content syndication is likely something that you’ve come into contact with many times while browsing the internet, though you may not have been aware of it. Any time you see a note under an article stating that it was originally published elsewhere, you’re looking at a syndicated piece. By syndicating your content, you can get it featured on top news sites where it may reach a dramatically bigger audience than what you have on your site. If you’re interested in pursuing syndication opportunities, it’s important that you take the right approach.
Find the Right Partner
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The first step in successfully syndicating content is, naturally, finding a site that publishes syndicated pieces. You’ll find a wealth of options available to you, but you shouldn’t approach the first syndication site that you find. It’s important that you get the right fit. Consider the audience for each site. You want your content syndicated in places where your target customers are more likely to be.
If you’re new to syndicating content and don’t have a well-established blog with a strong readership, you’ll likely need to start small in terms of syndication. You can go directly to the source for your syndication, or you can work with a content syndication network, such as Taboola or Outbrain, which ultimately helps you connect with top media sites like Time, ESPN, or NBC.
If you’d like a more straightforward approach to syndication, consider hosting your blog on a site that has syndication built in, such as Medium. You can also take a simple DIY approach to syndication simply by posting directly to SlideShare. If you’re not established enough for larger syndication networks, starting small can help you build the credibility you need to climb the ranks.
Perfect Your Pitch
Most sites have strict guidelines for submitting your pieces for syndication. Remember that not all sites syndicate content. If you don’t see a lot of pieces with the tagline, “This post originally published on…” or something similar, you’re probably dealing with a page that simply doesn’t syndicate. For those that do syndicate, you’ll need to pay attention to what they’re looking for and follow the rules with your pitch.
Always read the site’s guidelines carefully before submitting your pitch. If guidelines are provided online, the editorial staff will expect you to follow them exactly. Failure to do so could get your piece thrown out regardless of how good it is. Choose your best content for syndication. Don’t try to pass off your sub-par pieces while keeping the good stuff to yourself. The better your syndicated pieces perform, the stronger your relationship will be with your partner. This will lead to more opportunities in the future and a greater overall benefit for everyone involved.
Make sure your pitch is targeted to the site’s audience and includes concise, compelling information. Keep in mind that the site likely receives thousands of requests for syndication. Make yours stand out within the first sentence.
One of the biggest potential drawbacks to content syndication is that the syndicated version may outperform the original that’s hosted on your site. For this reason, it’s important to view your syndicated pieces in the proper light. Understand that your piece may very well rank higher on Google through another site than through your own. Understanding that the original isn’t necessarily going to get those clicks directly from Google, there are some things you can do to ensure that the syndicated version still performs well for you.
Include information and links in your syndicated content that will pull readers back to your blog or business, even if they’re reading the piece on another site. Feature links back to your site for more information on a topic, and include references to your brand and products where relevant. This will help familiarize the audience with your business. You can establish yourself as a thought leader and trusted resource on a topic now, so readers will recognize your name and company when they have further needs or questions in the future.
Reach Beyond Your Niche
If you can’t find a great syndication site that’s within your niche, consider reaching a bit beyond your typical bounds to create content with a broader focus specifically for syndication purposes. If you’re seeking syndication on a marketing site but your business is in real estate, simply write about social media marketing tactics that reach prospective home buyers. Your content doesn’t have to feature your business as the central focus as long as you can produce an outstanding piece and find a tie-in.
Expanding your writing beyond the limits of your niche can also help you reach a broader audience. You may connect with people who otherwise wouldn’t have sought out your products or services, simply by finding a distinctive way to offer them to people.
Create a Calendar
Include potential opportunities for syndication in your content calendar, so these pieces don’t come along as an afterthought. When you’re ideating for your monthly blog posts, you should do so with syndication opportunities already in mind. If you’ve identified sites that you’d like to try and partner with, make sure you’re writing a few pieces that are relevant to their audiences. Include syndication pitches in your content management to-do list alongside all your other tasks.
Make content syndication an integrated part of your content marketing strategy. Don’t treat it as an afterthought. When you keep syndication opportunities in your mind from the beginning, you’ll find that you have a much better chance of success with the pieces that you’ve produced. Syndicating consistently will help you build strong relationships with your syndication partners while keeping your brand front and center over a longer period of time.
Content syndication is a powerful tool for expanding your audience, and one that you shouldn’t overlook. You can increase the impact of your content and get pre-written pieces to do double duty when you choose to syndicate. Find the right opportunities and see the impact that syndication can have with your audience.