Content syndication means publishing your content on a platform other than your own. This article proposes a complete definition of this concept with multiple benefits. On the one hand, content creators use it to increase their online visibility. On the other hand, third-party platforms benefit from quickly available, free, and qualitative content. We will then explain the 3 strategic axes to adopt for good syndication. But before that, we return to 5 important statistics to better understand content syndication.
- 5 key statistics on content syndication
- What is content syndication?
- 3 good content syndication strategies
- 30% of B2B experts see content syndication as the most effective lead-generation tactic.
- In 2017, 65% of B2B experts prioritized using syndication to generate more leads. 47% would like to increase their resources to do more content syndication.
- 79% of marketers use at least one vendor for their content syndication.
- 59% of marketers prefer to create sales content rather than informational content for their B2B targets.
Content syndication is the republishing of content on another website. All types of content are concerned. It concerns blog articles as well as infographics, for example. In exchange for backlinks and more exposure, the content creator provides his production to a third party. It is an exchange of goodwill. (Barrett & Herten, 2021)
In doing so, good syndication improves your awareness online through the following two levers:
- Search engines: let’s take the case of a blogger. He increases his online authority thanks to a more important backlinks contribution. Thus, his natural referencing strengthens, and his contents are more visible.
- Page content: as we will see downstream, it is very important to choose relevant partners. In this case, it is recommended to do content syndication with comperes producing content relatively similar to yours. After all, you are both looking to reach the same marketing target.
Chaffey & Smith, 2017 state that quality content can extend beyond a few independent management measures. In addition, the authors advocate a more holistic content management strategy to engage and retain customers increasingly. That’s why we present below a table summarizing best practices in content marketing. It includes content syndication and is aimed at increasing your customer conversion rate:
|Content management variables||Explanations|
|Engaging content||Here, we ask ourselves what content will most likely catch your target’s attention. Beyond a simple collection of information, make sure your content also brings additional value to the reader/viewer.|
|Content format||Consider the format you use to reach your audience best. This can range from plain text to visual, audio (such as podcasts), or even video content.|
|Content syndication||To get back to our main topic, syndication is not done in one way. Indeed, creators and sharers can use RSS feeds, microformats, etc. They can also use emailing.|
|Discussions around the content||We no longer judge the quality of content only based on its information contribution. In the age of virality, we are also interested in its virality. Managing this content involves monitoring comments and other criticisms.|
|Content access platform||Finally, digital platforms are now countless. For example, social networks, blogs, numerous mobile applications, etc. Therefore, a good approach is necessary to reach your target via content syndication.|
Now that we have defined the subject let’s tackle the strategic axis of content syndication. Here, we have selected 3 major strategies to ensure good syndication:
- diversity of content types
- carefully selected partners
- playing on emotions to generate virality
Opting for different multimedia formats
Viral content is becoming shorter and more visual, and content syndication is no exception. It is challenging to design a viral campaign with a real visual strategy. Therefore, using videos, infographics, and podcasts breaks the monotony of text. And at the same time, these formats make your message more attractive and memorable. This is a great entry point to syndication, as it allows you to reach a wider audience!
Moreover, you don’t need significant resources to make your content more visual. Indeed, there are many banks of royalty-free images. For example, we find Pixabay, Pexels, or iStock.
Visual content is more likely to be picked up on social networks. This is an ideal tactic for content syndication.
Choose good partners for your content syndication
This is another important axis of a good syndication strategy. Indeed, the very purpose of this practice is to increase your reach. It is only possible to accomplish this with reputable partners who share your values. Doing so will make you even closer to reaching your target audience. As a result, your customer conversion increases, and so does the traffic to the partner platform. In short, everyone wins!
Nevertheless, remember that you need to contact high-quality syndication platforms. Regular, important traffic and highly qualified leads. On the other hand, content-sharing websites are reserved for a niche audience for more “underground” creators. However, for all content producers dealing with bankable topics like marketing, aim high and get in touch with popular platforms!
Recognized partners for your content syndication also increase the public’s trust in your offer.
Generate positive emotions
Finally, let’s remember the considerable impact of emotions on the popularity of your content. Positive emotions are one of the most important social proofs! Indeed, there is a reason why memes work so well. Users generally go online to be entertained, not the other way around. To do this, ensure your content evokes strong emotions to strengthen your relationship marketing. These include:
As proof, Berger & Milkman, 2012 researched the reading habits of New York Times regulars. And the finding is clear: articles with positive emotions are the most shared of all! This logic also applies to blog articles and social media posts.
Today, popular content relies on positivity to go viral.
- Barrett, J., Herten, M. (2021). From Keywords to Contextual Frameworks: New Take on B2B SEO Enabling Next Level Content. In: Seebacher, U.G. (eds) B2B Marketing. Management for Professionals. Springer, Cham.
- Berger, J., & Milkman, K. L. (2012). What Makes Online Content Viral? Journal of Marketing Research, 49(2), 192–205.
- Chaffey, D. & Smith, P.R. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing. Routledge, 5th Edition.
- Marketing Insider Group. (2019). 30 Sales and Marketing Stats You Need to Know.
- Salesbox. (2017). B2B Content Syndication Report.
- Tanton, A. (2022). 30 Need-to-Know B2B Content Marketing Stats for 2023. DemandScience.