Content Syndication in Digital Marketing
By admin
30 Nov, 16

Content syndication isn’t just for the local newspapers – it’s now an important piece in the content marketing framework. Last year 77% of B2C (and 76% of B2B companies) said they plan to step up their content production in 2016. But how do you produce a stream of quality content without maxing out your resources?

Content syndication is a huge time saver for marketers struggling to feed the “content hungry beast.” It can fill in knowledge gaps where internal expertise is lacking, and if done right, it provides your audience with high-quality content. Content managers can also offer up their original content for syndication, creating an opportunity to reach audiences they’d never see otherwise.

Original, curated, and syndicated content can (and should) play on the same team. Below we unpack why content syndication is a key component of a complete content plan, and take a look at the do’s and don’ts of syndication.

An important piece of the content creation puzzle.

Let’s start at the beginning – what is content syndication?

Syndication originated in the pre-Netflix television landscape, in the time of broadcast television. Networks with a popular show would generate revenue after the show’s finale by licensing the rights out to other networks. Seinfeld and Saved By The Bell saw a huge resurgence in popularity among younger generations thanks to syndication.

Today, content syndication follows the same framework. Content creators give other sources permission to copy and republish content, extending its lifespan and reaching new networks.

It’s important to note that syndication and guest posting are not the same thing. Guest posts are commissioned and written specifically for a third party site, and do not appear on more than one website. Syndicated content is already published on a site, and is then copied (with permission) on a third-party site. It can be a complete copy, a fragment, or a slightly edited version depending on the agreement between the original author and publisher.

The Benefits of Syndicated Content

Though we often forget about syndication, there are a number of reasons why it’s an important component of any content plan:

  • Distribute your original content to new sites, channels, and networks. 
    Sharing your content with others increases your reach and brand awareness. It can also drive traffic back to your owned channels, generate newsletter subscribers, or increase your followers on social media. Make a short list of publishers where you’d love to see your content and begin researching how to contact the editors to establish a syndication partnership.
  • Fill content gaps. 
    If your content team has a knowledge gap or is simply stretched too thin to do more in-depth research, re-publish content from another source that has already put in the time and energy. If you discover an industry expert with a following and collection creative thought pieces, you might be able to join forces to give their content more exposure while simultaneously boosting your credibility.
  • Become a thought leader in your field. 
    Syndicating content from respected brands and personalities will boost your credibility. If authors want to showcase their work on your site, it tells the industry that you are trustworthy and eager to be part of the conversation.
  • Diversify your content. 
    If you don’t have an in-house designer to produce infographics or the resources to animate an informational video, consider syndicating content instead. This will diversify your content library and create more engaging content for your upper and mid-funnel.
About Customindz
Customindz is a pioneer to develop an ecosystem for new disruptive technology incubation in Hong Kong, China and Asia.
We are working with the best technology solution companies to assist our clients on adopting latest technology by addressing needs on customization and localization. We are the leading consultant and solution provider of Artificial Intelligence for Digital Marketing in Hong Kong, China and Asia enterprises.

Our Content Syndication Solution build dynamic experiences for your event, campaign or product launch that integrates social discussion, influencers, UGC, live blogs and your original content.  We use data analytics to understand what content is resonating with your audience and capture their information so you can begin to build a relationship.

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