Your Guide to Content Syndication - Carney
The Daily Carnage

Your Guide to Content Syndication

Sometimes you wanna get your content to the masses, right? You need some content syndication in your life. Content syndication is publishing your online content on a third-party platform. The big benefits are to grow your traffic, grow your brand awareness, and generate more leads.

It’s a marketing quid pro quo. The third-party site gets your sick content to plug with your byline, and your content gets a whole new set of eyeballs on it. Content syndication can mean:

  • Republishing a piece entirely 
  • Publishing a shorter version of the piece
  • Posting an excerpt or summary from the original piece

It’s as simple as a copy and paste situation, though. It takes a strategy, so let’s get into it.

  • The content has to be link-worthy. Ensure that the content you make is relevant, high quality stuff that other sites would want to post. 
  • The platforms should be a right fit. What sites would your target audience read? Then what would those platforms publish?
  • The content has to be tagged properly. The method of tagging helps tell search engines the content isn’t plagiarized. Use a rel=canonical tag, a meta no index tag, or regular backlinks.
  • The performance needs to be tracked. Engagement, qualified leads, conversion rate, and win rate are the biggies to keep up with from your syndicated content.
  • The strategy should evolve. Try different methods and platforms, or reuse them as needed. 

So we said it takes some finessing. Sometimes syndication could actually work against you. We advise to screen sites ahead of time and be wary of the risk that your syndicated content could outrank your original content SEO-wise. 

We can’t fit everything about syndication, but G2 can! Their Learn Hub piece is chock full of examples and specifics, so check it out!


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