One way to increase your reach with your content is through content syndication. Content syndication licenses your content, or parts of your content, to be published on other platforms and can help lead new audiences to your website or blog. Content syndication can help you build a larger fan base, bring more publicity, improve SEO, and allow for more widespread sharing of your content on social media.
Syndication isn’t about duplicate content; it’s about forming a relationship with a partner that will help push your content out to their audience while providing a link back to your website, giving you more credibility and perhaps also putting you inside an advertising network of sites so that you can share revenue. Some examples of sites that do this well are SheKnows.com, StyleList.com, BlogHer.com and WomensForum.com.
Part of choosing the right syndication partner is to understand who your audience is, and what your niche is. If you have a technology blog, you don’t want to syndicate on a food network and vice versa. Ensure that you choose a popular, legitimate, and well-run network so that it will pay off for you in terms of increased traffic and revenue.
There are syndication partners in every niche that accept applications for participation in their network. One popular one is outbrain.com. Outbrain is focused on finding great content for their audience. It revolves around using the content on your site to recommend other content to your audience that resides on your site and other people’s sites, depending on which plan you choose. When you sign up you put the code on your site, as others have it on theirs, and you each have an equal opportunity of recommending the others’ content.
As you can tell if you’ve looked at some of the recommendations, these syndication sites are advertising networks. While recommending your content to others and sending them deeper into your site, you will also share in ad revenue that the network sells based on having thousands of smaller sites banded together. This makes advertising sales more lucrative for even the small publisher.
To syndicate your content, work hard to build up your traffic. The more traffic you have, the more leverage you will have with the networks you apply to. In the syndication game, traffic is currency.
Do you want to drive traffic? Do you want to provide education? Know your goals so that you can choose the right network that will help you reach those goals.
To be accepted by legitimate syndication networks your content needs to address your audience, be honest, not be spam, and look professional. Professional content has compelling headlines and benefits for the reader whether they choose to sign up for your list and buy from you or not.
There are free and paid syndication. An example of free content syndication is SlideShare.net. Then there are advertisement-supported networks as mentioned earlier. Finally there are licensed syndication networks like Outbrain.
Once you have worked out these issues and understand your goals, you can work on your syndication strategy. Before joining any network, read all the fine print. You want to ensure that you never break the rules or contracts to make the most of a syndication network.
Rich Thurman’s passion is helping small businesses realize their full potential. With twenty years of real world experience in both small and large business, Rich has worked for and with both global industry leaders and small-town family-run storefronts.
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