Done right, high-quality content is the single most differentiating marketing asset a brand can produce. But it takes more than having good content.
You need to win the battle for the audience's attention, consideration and overall loyalty. And simply publishing on your own channels isn’t enough.
Like it or not, your brand is competing for the audience's attention—not just with your competitors, but with the entire internet.
This is where content syndication networks become vital.
So, what is Content Syndication all about?
Content syndication involves distributing content on third-party websites to reach a broader and targeted audience.
It includes republishing blog posts, whitepapers, infographics, videos, and more across various platforms and networks.
How content syndication networks help?
Content syndication networks help you connect with a network of websites and platforms that can distribute your content to a larger audience. This amplifies your content’s reach, drives traffic to your website, and generates leads.
The biggest mistake brands make is syndicating their content on their own website and not distributing it on the right channels—negatively affecting SEO rankings, diluting traffic, and missing lead opportunities.
Instead, focus on syndicating your content across external, high-authority platforms. Doing so, you can tap into new markets, increase brand visibility, and drive traffic back to your main site.
Syndicating your content on third-party websites allows you to reach a broader audience that may not have discovered your content otherwise.
Infact,
85% of B2B marketers believe content syndication is important to achieving brand awareness - Content Marketing Institute
The Benefits of Syndicating Content through the right network.
When you say you want to do content syndication, what you’re really articulating is the relationship you want your company to have within your space.
- I want our brand to be seen as a leading authority in our industry.
- I want my audience to see us as the source of relevant insights, providing a bigger-picture view of developments happening in our space.
- I want us to be seen as pioneering voices, compelling our competitors to think, ‘Why didn't we write that?’
After reading this, you might wonder what tangible benefits it provides.
In the short term, content syndication helps you generate leads by attracting the right audience to your website. In the long term, it builds your brand’s authority by maintaining a presence across influential platforms. The best part: It sets you as the industry standard, inspiring your competitors.
Choose the type of Content Syndication Network that aligns your goal.
Content syndication networks come in different forms, each tailored to serve specific goals in your content distribution strategy. Whether you're looking to boost traffic, expand your reach, or build thought leadership, there’s a syndication network suited to your needs.
Here are the primary types of content syndication:
- Paid Content Syndication Networks
- Free Content Syndication Networks
- Partner Syndication Networks
- Influencer Syndication
There is overlap between these categories, but you can absolutely utilize more than one.
Paid Content Syndication Networks
For marketers seeking high visibility and targeted traffic, paid content syndication networks like Outbrain,Taboola, and Zemanta are powerful options.
These networks operate on a pay-per-click (PPC) or pay-per-impression basis, meaning your content is placed on high-traffic websites where it can attract the attention of your target audience.
While paid syndication guarantees exposure, success depends on precise targeting and content that resonates with your audience.
Free Content Syndication Networks
If budget constraints are your concern, free content syndication sites like Medium, LinkedIn Pulse, and SlideShare provide an excellent alternative.
These platforms allow you to share your content with professional audiences at no cost, positioning your brand alongside respected industry voices.
While free platforms offer great opportunities, they may not provide the same level of reach as paid networks, especially when the platform is oversaturated with content.
You need consistent engagement and promotion to ensure that your content gets noticed and builds momentum.
Partner Syndication Networks
Partner syndication networks focus on collaboration. By teaming up with industry partners, you can share your content across their platforms, reaching a broader yet more niche audience.
Think of it as a barter system. Where both parties benefit from sharing each other’s content. While this gives you access to targeted audiences, you may have limited control over how, when, or where your content is distributed.
So, choose partners wisely. Select partners whose audience aligns closely with your target market. Establish clear guidelines and expectations for how your content will be distributed and promoted.
Must Read: B2B Marketer's Guide: Choosing the Best Content Syndication Vendors
Influencer Syndication
For a more personal touch, influencer syndication is a good option. Influencers act as trusted voices- providing a direct channel to a highly targeted audience.
This approach works best in industries where influencer opinions carry significant weight- helping your content cut through the noise and resonate with the right people.
But not all influencers will be a perfect fit for your brand. And if there is disconnect between the influencer’s voice and your brand’s message- it can harm your credibility.
Prioritize influencers. Choose one that closely aligns with your target market. Make sure to work with those who authentically connect with your brand.
Must Read: How to Leverage Content Syndication to Maximizing Lead Generation Potential
So how do you choose Right Content Syndication Network.
Selecting the right content syndication network can make or break your syndication efforts. Here are some factors to consider when choosing a network:
Audience Alignment
Make sure that the network’s audience aligns with your target market. Look for networks that specialize in your industry or niche to maximize relevance.
But finding the right partner can be challenging. Even with research, marketers may misjudge whether a network’s audience aligns with their target market, leading to low engagement.
But how do you find the right partner?
You should use the network’s demographic and performance data to assess its audience profile. Start with a small test campaign to evaluate how well the audience engages with your content before fully committing to a network.
Content Type Compatibility
Choose a network that supports your content type. Absolutely. It’s one of the most important points to consider before making an investment.
Some networks are better suited for blog posts, while others may be more effective for infographics or videos.
Overlooking the match between content formats and network capabilities is a big mistake- often leading to poor performance. Instead, thoroughly review the types of content that perform best on each network.
Customize your content to align with the platform’s strengths (e.g., infographics for SlideShare, long-form articles for Medium).
Budget Considerations
Managing budget between paid and free syndication networks is tricky. Either budget drain or content reach limit- is what misallocating funds results.
Track ROI? Certainly. Evaluate ROI from both paid and free syndication efforts. Use free networks to supplement paid campaigns. And adjust your budget based on performance metrics and lead quality.
Performance Metrics
Robust performance metrics and analytics are what you should look for when choosing content syndication networks.
These allow you to measure the success of your syndication efforts and make data-driven decisions.
And without detailed metrics, it’s challenging to assess which pieces of content are driving traffic, leads, or conversions.
So, select networks that provide detailed performance metrics, including impressions, clicks, engagement rates, lead quality, and conversion data. Look for platforms that integrate with your existing analytics tools (e.g., Google Analytics, HubSpot) to consolidate your data.
Must Read: Content Syndication + ABM: A Targeted Approach to Maximize ROI
Over to you.
These tips can improve your content marketing strategy- and make your syndication efforts impactful.
By carefully aligning your audience, content type, and budget, and tracking performance metrics, you can maximize the reach and effectiveness of your syndicated content.
Lastly, don’t forget to thoroughly evaluate your syndication network options so that you reach and attract the right audience to position your brand as a top voice in the industry leader.
