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:
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.