4 Dos And Don’ts Of Content Syndication
Content is king. Marketers often use this term in content marketing and search engine optimization (SEO) for some reasons. For one, quality content allows your website to rank in search results. Ranking your site in search results increases traffic, thus enabling better brand awareness. When more people know and visit your site, gaining more leads and customers becomes possible. This helps in having conversions and revenue. There are various types of content that you can rank and methods to syndicate content. Some examples are videos, blogs, social media content, case studies, and eBooks. Creating these types of content is often the task of content creators and writers. And here we have B2B content syndication for promotion.
Likewise, content promotion is one way a business can market its content resources on paid and organic channels. Some ways to do this are through influencer outreach, email marketing, pay-per-click advertising, social media, and public relations. Additionally, content syndication is another form of content promotion that you can implement. If you want to know more about it, read on.
What Is Content Syndication?
B2B content syndication is republishing similar content—a video, article, infographic, etc.—on third-party sites. Different publications choose to syndicate their content as it helps them to show their brand and content to new readers.
There are advantages to syndicating your content besides finding new audiences. For one, it makes the process of marketing content easier. Compared to guest blogging, which requires ample time to create content to attract a new audience on another site, content syndication limits the need to write other content. All the brand has to do is find a quality third-party site to post similar content.
Another benefit is that it’s cost-effective. This content promotion allows you to obtain significant leads without wasting money. One can achieve this while allowing third-party sites to get free content.
Yet, before you implement this marketing procedure, it’s crucial to know how to choose a content syndication provider. This ensures your money isn’t spent on a site that doesn’t generate traffic or customers.
Do’s And Don’ts Of Content Syndication
Implementing content syndication to your business because of its benefits can help you know its do’s and don’ts. This is to avoid mistakes and make the process more effective. Read on to find out more.
1. Do Prepare Your Content To Avoid Duplication
Marketers try to avoid content syndication for two reasons. Firstly, they believe they can lose the audience they nurtured as the business’s content will be seen on other sites. Second, they worry that search engines will consider syndicated content as duplicate ones, which can affect their site’s ranking.
Thus, to avoid worrying about these two issues, you must prepare your content before syndicating them. Here are some things that you can use to achieve such a task:
- Meta noindex tag
- Regular backlinks
- rel=canonical tag
Overall, using the abovementioned examples ensures your content syndication will work out smoothly.
2. Do Form Positive Relations With The Content Syndication Vendor
For content syndication to go smoothly, you must work adequately with the owner of the third-party site. The site owner must be introduced to some procedures before allowing your content to be republished.
One way to do this is to avoid partner limitations and price issues. You must develop market development funds (MDF) incentives to allow the integration of syndicating content. Yet, avoid requesting the site owner to pay for content syndication.
Remember that these vendors have many things to do. Thus, you should make things less complicated in increasing brand awareness through their sites. For one, other brands try to reach them to sell products and services.
3. Don’t Rely On Content Syndication To Do All Your Marketing
It’s a sad fact that many marketers believe content syndication is enough for their marketing procedure. But syndicating content isn’t enough to increase brand awareness and reach. Applying other marketing steps, such as telling a story and conducting word-of-mouth marketing, also helps.
4. Don’t Use Inappropriate Content
There’s a chance that you can republish the wrong content on another site. This will not help as potential leads may not understand what you’re trying to sell. And so, allow your educational and promotional marketing content to be informative, accurate, and offers a solution to the audience’s questions. The right content must be consistent and allows the buyers to get engaged. They must also have a direct call-to-action (CTAs) and should be suitable to be promoted on various sites.
To Sum Up
Content syndication is one way to increase brand awareness and reach. But besides these two benefits, syndicating content also makes your marketing less complicated. It also allows you to make the most of the money spent. This is possible as long as the third-party site generates significant traffic and is of good quality.
Likewise, there are many do’s and don’ts to content syndication, like the ones above. You can apply them all as you syndicate your content. Ultimately, attracting the right audience through content syndication can improve business growth and revenue over time.
Important Takeaways on b2b content syndication:
- The distribution of material from websites is an extensive advertising method that reaches a huge number of people.
- When it comes to generating leads, content syndication focuses on a select few valued accounts for better overall outcomes.
- The cost of website content syndication is lower, but it also provides less opportunities for customisation, such as filters.
- A list of brand-new leads may be obtained via the use of content syndication for lead generation.
Victor Z Young is a Civil Engineer with 35 years of experience working alongside the executive team of various construction companies. Victor specializes in construction insurance, delay analysis, performance analysis and engineering. He holds a Doctor of Project Management from Northwestern University.