Is Content Syndication Right for You? How to Make the Decision
Content syndication is a popular strategy for companies to increase their internet presence and reach. This approach involves republishing existing content on other websites or platforms, allowing companies to tap into new audiences and increase brand exposure. As digital marketing continues to evolve, many organizations are considering whether content syndication is the right move for their content strategy.
Benefits for publishers and brands
Potential risks and challenges
While content syndication offers many benefits, it also comes with potential risks and challenges that businesses should consider. One primary concern is the possibility of duplicate content issues affecting search engine optimization (SEO). Search engines may have difficulty determining which version of the content to display in search results, potentially impacting the original content’s ranking.
To mitigate this risk, it’s crucial to implement proper attribution and use techniques such as canonical tags or noindex tags to signal to search engines that the syndicated content is not the source. Additionally, timing plays a role in syndication strategy, with some experts recommending a delay between publishing the original content and syndicating it to allow for proper indexing.
Keeping control over the content after it has been syndicated presents another difficulty. There’s a risk of misrepresentation or alteration of the content by third-party sites, which could affect the brand’s message or reputation. To address this, companies should establish clear agreements with syndication partners and regularly monitor their syndicated content to ensure it remains true to the original intent.
Monetize Your Content Syndication Capability
Before diving into content syndication, assessing your readiness is crucial to ensure you’re well-positioned for success. This evaluation process involves examining your content quality and quantity, analyzing your current audience and reach, and determining your goals and key performance indicators (KPIs).
Assessing your content quality and quantity must begin with excellent content that appeals to your target audience if you want to get the most returns from your content syndication efforts. To find your best-performing articles, start by completing a comprehensive content audit.. Look for content that has successfully generated leads, converted readers, or boosted sales in the past.
Consider using tools like SEMRush or Ahrefs to perform a comprehensive content audit. Pay attention to metrics such as engagement rates, conversion rates, and traffic. Other valuable indicators include time on the page, page views, bounce rate, and social media shares. This analysis will help you pinpoint the content that’s most likely to succeed in syndication.
Keep in mind that the main purpose of content syndication is top-of-funnel marketing. Focus on content formats that build brand awareness and attract larger audiences, such as blog posts, podcasts, infographics, eBooks, and videos.
Analyzing your current audience and reach
Successful content syndication requires an understanding of your current audience. Start by examining your current customer base and website analytics. Segment your audience based on demographics, interests, buying patterns, and stages in the sales funnel. This information will guide you in creating or repurposing content that speaks directly to your target audience’s needs and challenges.
Also, assess your current reach across various channels, including your website, social media platforms, and email subscribers. This analysis will help you identify gaps in your audience coverage and opportunities for expansion through content syndication.
Determining your goals and KPIs
Setting clear, measurable goals is essential for any content syndication strategy. Common objectives include increasing audience reach, generating new leads, developing brand awareness and credibility, and boosting website traffic. Use the SMART framework (Specific, Measurable, Achievable, Relevant, Time-bound) to define your goals effectively.
Once you’ve established your objectives, identify the key performance indicators (KPIs) to help you measure success. These may include:
- Lead generation metrics: Number of leads, lead quality, and cost per lead (CPL)
- Social shares, time on page, and click-through rate (CTR) are examples of engagement indicators.
- Conversion metrics: Conversion rate from leads to customers
- Brand awareness metrics: Impressions and reach
By focusing on these KPIs, you’ll be able to track the performance of your content syndication efforts and make data-driven decisions to optimize your strategy over time.
Remember, the success of your content syndication campaign depends largely on your ability to track and analyze these key metrics. Without proper measurement, you risk flying blind and missing opportunities to improve your results.
