Content Syndication
When you think of syndication, you probably think of newspapers or old TV shows. But did you know that content syndication is a viable way to bring new content to your site and expand your brand presence? Too often, businesses write great content on their sites, but if no one sees it, it’s not terribly effective. Through a network of syndicated content, you can add value for your readers, help others build their brand, and enhance your SEO efforts as well.
Let’s say you’ve embraced the prospect of putting out regular content. You’re writing blogs for your website weekly or monthly. You are probably even sharing those posts through social media and your newsletter. That’s a lot, so pat yourself on the back! But that’s not all you can be doing.
Content syndication allows you to add more content that will complement the work you’re already doing. In TV syndication, networks license out the rights to their shows to other networks. The same principle applies in content syndication. Content originators give permission to copy and republish content, drawing out its lifespan and reaching new networks and sources.
Syndicated content is published on the original site and then reproduced (with permission) on a third-party website. It might be a somewhat edited version, a fragment, or an entire copy determined by the arrangement between the publisher and initial writer.
More than anything, by syndicating blog content, brands are distributing it to new networks, stations, and websites they wouldn’t have had access to otherwise. Through syndication, brand recognition expands. That content can create newsletter subscribers, drive traffic back to the original website, and even add and engage followers on social media.
So GOOD content is key.
If you’re building your content syndication network yourself, research the brands that will increase your credibility. Remember this is a two-way street. You syndicate your content out to other networks, and they return the favor. You end up with content on your site from brands with a little more weight. In essence, you borrow some credibility from larger brands.
DON’T rely too heavily on one type of content over the other. Your site could actually be dinged by Google if you have too much syndicated or curated content.
DO balance between original and syndicated content. Your website should have a mix of original, syndicated, and curated content for people and search engines. You will score points with both audiences when you keep things new and interesting.
A good real-life example is Yahoo! News. The news site includes an excellent combination of news items that are original and syndicated content from reputable news organizations. Yahoo stays transparent by including a little logo along with a link back to the initial publisher’s website on each post and below the blurb on the front page. They also give appropriate credit, as you should do.
DON’T syndicate erroneous content. If you do, you’re simply adding more noise to the internet with no clear strategy. Your readers will soon realize your content doesn’t resonate with them and move on to other sites.
DO syndicate only when it is going to add value to your larger content strategy.
If you’re not sure what or where to syndicate, research syndication websites. They allow you to search for content that’s right for your audience. You may have to pay a fee for the service, but it’s worth it to continue to be a valuable content source.
DON’T steal content. Not only is this plagiarism, but it can get your site in trouble with search engines.
DO let your readers know that you have syndicated content by linking it to the original post and including the brand’s logo, when appropriate.
If you are unsure about how syndication can help your brand and, more importantly, how to go about doing it, we have you covered. Rising Phoenix SEO is a leader in Phoenix internet marketing, and we know how and where to leverage content syndication. Contact us to learn more about our process and to get started.
