Across the internet, thousands of sites exist on republished content. These sites act as content syndication providers and can be a vital piece of your content marketing strategy. Working with these companies is low-effort, with potentially very high rewards. But actually finding providers with high domain ratings can be a bit tricky.
Today, we’re exploring everything you need to know about content syndication providers. From what they are and what they do, to how to find the right ones for your content, we’ll touch on topics such as:
Content syndication providers are other websites or platforms that will post your content. Most of the time, people want to partner with sites that have high domain ratings. That said, you’ll also find some smaller content syndication providers that just want to republish great content online.
By reaching out to a site that brands itself as a provider, you can create a partnership and start to send them content. This is not to be confused with guest posting, you’re not creating anything new for this relationship. All you’re doing is sending your content to their site so they can upload it. This means articles you syndicate should always be previously published content.
But you may be thinking: won’t duplicate content impact my SEO? Normally, this can be the case. Any duplicated content online is a sure sign of spam and plagiarism, and not something Google rewards. With this in mind, there are three approaches to working with content syndication providers that won’t take away from your website health:
Google’s SERP algorithms are well-versed in finding duplicated content online. The Google Search Central channel says that 30% of all content you find online is duplicated content. So to escape coming across as spam content, you should speak directly with the content syndication provider you’re working with. Request that they add the “rel=canonical” tag on their article, attributing the original source as your article. Equally, you could add a “noindex” tag to avoid negative impacts to your SEO.
Although content syndication is normally a copy-and-paste job, it doesn’t have to be. If you reskin an article and change the content very slightly, you could get around the duplication factor. But this is pushing into territory beyond content syndication, so this approach may only be effective if your team has the time to spare. An additional danger here is that if you’re working with a platform that’s bigger than you, you could accidentally create a better article for them and out-rank yourself. So it’s best practice to consider the former solutions instead.
As long as the content that you’re sending to a syndication provider fits in with their website’s content, you’ll be completely okay. If you’re republishing on sites that have nothing to do with you, then you’ll raise some red flags. So this approach allows you to avoid sites that are too different from your own and keeps your syndication strategy in line with providers in your niche. Using these approaches, you’ll be able to work with content syndication providers without ruining your site’s SEO.
Content is never only one thing. You’ve got visual content, written content, video content, and audio content, to only scrape the surface. Considering how vast the word ‘content’ can be, of course, there’s a range of types of content syndication providers to match that. Here are some of the content formats syndication partners typically accept:
Of course, any articles and blog content you post on your website can go to your syndication providers. As one of the leading forms of online content, this is one of the areas syndication providers feature the most. As we mentioned, stick with providers that publish content within your niche.
According to Wyzowl’s State of Video Marketing report, video is becoming one of the most important content creation strategies. For 92% of marketing teams, video represents a vital part of their strategy. With this field getting a lot more attention, content syndication providers that focus on video content are popping up by the hundreds. This is a great field to focus your content repurposing on, with lots of potential avenues to choose from.
In our visual age, who doesn’t love an infographic? From tips for our personal lives to B2B infographics that summarize trending data, these digital images can cover any topic. And because of their sharability, infographics are valuable content types for syndication. There are many sites that are strictly devoted to accepting infographic syndication content.
Using sites like Twitter, Facebook, Instagram, and other social platforms can be a fantastic way of reaching a larger audience. Better yet, working with a content syndication provider on these platforms allows you to leverage someone else’s audience. Social media is vast, with any post possible being something you could put forward for syndication. Think of interactive media, videos, polls, and even text snippets from a blog. In the world of social media, syndicating engaging content can get results.
Content syndication providers that focus on press releases have some of the biggest networks in the world. Entire businesses start up just to forge a web of interconnected web news sites. So you can definitely submit recent press releases about your business to news sites. Just remember to use an embargo if the news should drop on a certain date. You don’t want to end up leaking your own news.
This is definitely not the first one that comes to mind when we talk about this repurposing strategy. That said, designing a white paper that demonstrates how your business excels in front of a larger audience is a great strategy. Not only can you generate new leads, but you’ll boost the scope that your content reaches.
Content marketing is a strategy that you can execute fairly intuitively. You plan what content needs to be written, then you write it. Okay, we might be skipping a few steps, but you get the point. Content syndication, on the other hand, can seem like a harder mountain to climb.
The fact is, the ball is in someone else’s court when it comes to syndication. You could write the best content in the world, but that doesn’t mean someone has to post it on their site. Reaching out to content syndication platforms can be difficult. For some content marketers, finding sites to reach out to could be the hardest part. That’s why we’ve put together this list of strategies that you can use to find the right content syndication platforms for your brand:
You can always turn to Google to find content syndication providers in your niche. But instead of simply searching a term like “content syndication providers for my business,” follow Google’s match-only search feature. When searching for syndication providers, use specific phrases that help search engines distinguish syndicated content from advice articles. For example, when syndication networks republish content, there’s usually a message at the top of the article that indicates it. You might see a statement like “This article was originally posted on WEBSITE and has been republished here with permission.”
By searching for phrases like this, you’ll get more results that include actual providers rather than informational articles. From there, you can make a list of providers in your niche to contact. When using this approach, try the following phrases in quotation marks in your search:
Use search terms that describe your business and content niche. Let’s say your business develops and provides a SaaS solution for finance agencies. To find syndication providers for your content, you’d look for similar platforms that publish content focusing on the topics relevant to your industry. By using these search terms, you can find specific sites that accept content syndication within your niche. For example, you might type in “‘This article originally’ + ‘SaaS'” and get the following search results:
From this search alone, you have around eight new sites to check out. Each of these sites post SaaS content from other websites, showing they’re actively working as a content syndication platform. While some on here, like LinkedIn, are obvious, many other sites you may not have known about.
Another great method of finding opportunities to repurpose your content is by reaching out to other businesses in your niche. As you plan your strategy run a content analysis and look for potential syndication partners in your niche. Use these to build a list of businesses to contact.
Reaching out to these websites about exchanging content can result in a lot of unread emails. Some websites won’t agree to an exchange of content. But when you do find a business that’s willing to do a content exchange with you, you’re able to forge a useful partnership. You post one of their content pieces, they post one of yours. Sometimes, the best way to find a content syndication provider is to become one.
Alongside natural searches, there’s a range of different sites that you can find for content syndication. Some of these are amongst the largest online blogs in the world and receive over 100,00 visitors a month. A few platforms are slightly more unconventional, but if you’re not sure where to begin, look at some of the popular platforms out there:
By posting on popular sites like these, or asking an editor to post, you can find high-domain rating sites for your content. Make sure teams are checking the quality site metrics for a signal of whether a website would be a good fit for your content.
Working with content syndication partners goes beyond just getting more eyes on your content. In fact, syndication can be one of the very best strategies your business can use to drive traffic to your blog. And, as we know, a successful blog leads to a successful business. More traffic on your pages increases the chance of someone stumbling onto your products. When you find effective content syndication providers, you’re able to bring a range of benefits to your business, including:
Brand authority is a difficult thing to manage and measure. While there are modern tools like Natural Language Processing (NLP), which help us to measure customer sentiment on sites like social media, this is hard to do at scale. You can never really tell how much of an authority your brand is. While you could be familiar with a large percentage of your audience, that influence might not extend beyond your own accounts.
Sending your articles and graphics to content syndication providers can help you to build up your profile around the internet. A consumer might never have heard of you, but all of a sudden they’re reading through your content on one of their favorite sites. They might not recognize your name, but repeated exposure can really help with this.
Once they see you around a few different sites, their curiosity will be peaked. Little by little, expanding your influence across the internet can be a fantastic way of increasing brand authority. One new site at a time, you can build your online exposure. While a slow method, this tactic over a longer period of time can work fantastically.
Your domain authority is an important SEO ranking factor. When a new website forms, its domain rating is set at one out of 100. Google doesn’t know the site and, therefore, doesn’t trust its content. Building a domain rating is slow progress that can take years of hard work.
Over time, your on-page content can help increase the rating. But, that’s not the only factor that comes into play. One of the best ways to increase your domain rating is to have other sites vouch for you. A common way they can do this is by linking back to your site. As we’ve just discussed, you’re likely to get natural backlinks when sending your articles to content syndication partners.
By increasing your domain rating, your content will start to rank higher. Gaining those backlinks and improving your domain rating can make a big impact on the online presence of your own blog.
When creating content for your own site, you’ll often have a range of internal links that span across different blogs you’ve created. Internal linking is a great strategy to build up your internal network and helps keep users on your page. When you send content to content syndication providers, you’re recycling that content directly onto their site.
Even if you only have a few internal links, those now become backlinks to your website. What’s more, as most sites will include a link and reference to your blog before the title of the piece, you’re sure to gain at least a few backlinks to your site. Even now, authoritative backlinks are still one of the most important factors of SEO.
Every time a foreign site links to you, they’re giving you their vote of confidence. Google traces these backlinks and takes them into account when ranking your content. By sending off your content to new sites, you’ll naturally gain more backlinks. Just like when creating guest post content, this is one of the very best ways to increase the number of backlinks to your site.
It’s no secret that the first page of Google gets practically all of the traffic for a search term. Of course, hardly anyone is looking into the depths of pages two or three for content. A study from Backline revealed that the number-one spot on Google is 10 times more likely to receive a click than any other position. This is the case across the first page – the higher you are, the more clicks you receive.
With the other benefits of working with content syndication providers, you’re able to move your articles up in position. With a higher domain rating and more backlinks, your content is more reliable. And this can drive more traffic to your site.
Beyond just ranking better, working with new content platforms also helps to boost traffic through referrals. If you host an article on a site and it does well, the audience might make the jump to your platform. Your content could interest a great group, inspiring them to click over to your pages. If your brand’s content appears in more places, then there’s a higher chance of people engaging with it and wanting to find more.
Read more: Content Syndication: Benefits and Drawbacks
Finding content syndication partners can be a bump in the road when you’re only just getting started. Without an established network of contacts, it can be difficult to know where to turn. At CopyPress, we understand how valuable content syndication partnerships can be. When you team up with our strategy experts, you’ll get the data you need to develop a syndication framework that supports your entire content marketing strategy.
Want to know more? Schedule a strategy call with the team and learn how you can scale your content efforts by including syndication as part of your plan.
Read More About Content Syndication