Okay, so you’ve finally gotten the hang of blogging and have a pretty solid content strategy in place to publish content that you think your target audience will find valuable. But, did you know that you can take these efforts even further to generate even more visits to your site? It’s called content syndication.
Content syndication is, simply put, publishing your blog posts or videos onto a different website. Have you ever been scrolling on a publication site like the New York Times or Forbes and noticed mini ads that say something like, “You Might Also Be Interested In,” or “Sponsored Stories,” with the title to a different article and a picture? Not sure what we’re talking about? Below is an example from Health.com that shows recommended articles to various other pages in accordance to what kind of content you were viewing at the moment.
Content syndication is different from a guest post in that guest posts are written specifically for a third-party, whereas syndicated content has already been published and is simply copied onto a third-party site. It’s always, or should always, contain a link back to where the content was originally posted which, in this case, would be your website, blog, or podcast.
The process looks like this: You posted a blog in your area of expertise on your website that’s interesting and valuable to your target audience. Once you have the blog posts you want to syndicate, you choose a budget similar to a paid media ad strategy for how much you want the blog to spend according to cost per click. For instance, best practices indicate that the average cost per click for a regular blog is $0.84. If you have $100 budget per blog to spend with a minimum of $10 a day budget, your ad will run for about 8 days. Once you figure out the details of your budget, you can use a tool such as Outbrain or Zemanta to plug all of your information in and the tool shares this information with third-party publication sites. They post your blog with a link back to your website. The goal is to generate awareness and interaction back to your site from potential customers that you would have otherwise never connected with. And, voila! More followers of your brand. It’s all about throwing the net wide and scooping up the fish.
However, there’s a difference between content syndication and successful content syndication. Here’s how you make sure that you are successfully syndicating your content:
• Form alliances with high traffic partners. You’ve created great content and now you want to share it with the world, who will in turn respond by clicking on that link back to your original posting.
• You have content that others are interested in, that has a unique twist, and that inspires readers. If so, this is your opportunity to reach audiences that you might have never connected with.
• There may be new audiences and alternative demographics that haven’t been considered. Instead of launching an all-out campaign, throw a few tantalizing tidbits out there and see who bites.
• You’re an expert in your field—it’s your duty to share your knowledge with the world. Posting information on other sites shows that others value your knowledge and you become credible in the eyes of potential customers.
• You know how to put the right content on the right publication to get in front of the right audience, or you know a company that does.
Content syndication takes your blog’s pageviews and interactions to the next level and should be a priority in your overall content marketing strategy. If you would like to know more about content syndication, how it works, and what steps you have to take to start generating more traffic to your blog, please contact us!
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Jay, the CEO of StringCan, oversees strategy and vision, building culture that makes going into work something he looks forward to, recruiting additional awesome team members to help exceed clients goals, leading the team and allocating where StringCan invests time and money.
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