What Is content syndication, how does it work and how can it benefit a brands visibility
As a content creator, you work hard to develop material that provides value to your target audience. But once the content is complete, your next challenge is getting it out.
Content syndication isn’t a new concept, but it has a lot of mystery attached to it. For years, individuals, businesses, marketers and PR professionals have used this technique to get content published on recognised and trusted platforms and seen by a wider audience.
But what exactly is content syndication and how can you benefit? Keep reading for a breakdown of the basics.
What It’s All About
Syndication began in the radio industry nearly 100 years ago and spread to television in the late 1940s. It helped make programming accessible to a wider audience and allowed major radio stations and television networks to boost their offerings and profit from listeners and viewership.
Today, online content syndication is a much different beast. The process is faster and more automated, and it can target a specific audience. Plus, the number of media outlets, podcasts, blogs, and other online publications looking for syndicated content is vast.
When you syndicate content, you’re republishing the same piece on multiple third-party websites. This could be an article, podcast, video, infographic or press release. It’s done to reach a wider audience, and in many cases, an audience with an interest in your content.
On the surface, the practice may seem like duplicate content, which is an SEO no-no. However, syndicated content is different. It cites the original source and often includes a backlink so readers can check out where it came from.
How can content syndication benefit a B2B or B2C business?
We’ve already highlighted one of the most significant advantages of content syndication: increased exposure. Getting more eyes on your content is always a win, but the benefits don’t stop there. Syndication can open the door to even more impactful opportunities that go beyond visibility.
Let’s take press release syndication as an example. If your business has a noteworthy announcement like winning an award or forming a new partnership, you can syndicate that press release to targeted, niche platforms. These platforms often have built-in audiences that are already interested in your industry, making it easier to position your brand as a thought leader and build long-term relationships with journalists and media outlets.
You can also syndicate your content to regional or national media sites that cover a broader range of topics. This approach helps you reach a wider audience, increase brand recognition, and get your name in front of people who may not have discovered you otherwise.
Both strategies are effective. The right choice depends on your business goals and target audience. But regardless of the path you choose, content syndication offers a range of additional benefits, such as:
- Increased website traffic
- Higher-quality leads
- Improved search engine rankings
- Enhanced brand credibility
- Cost-effective marketing reach
Content Syndication isn’t just about exposure, it’s about growth. Use it strategically, and it can become a powerful part of your marketing and PR toolkit. If you’re just getting started with content syndication, it’s important to partner with a reputable provider, someone with the right tools, experience, and network to get real results. If you need help getting started, speak to us today
Start Syndicating Your Content Today
If you’re tired of waiting for organic rankings or have time-sensitive, newsworthy content to share, consider syndicating. It’s one of the easiest ways to reach a wider audience and make an impact.
We offer press release syndication to major media outlets that people recognise and trust. Check out our content syndication packages here or get started today.