In modern days, content syndication is an essential element of growth. However, people have noticed a change in the methods of content syndication and generation of original content over the years. In earlier days, creators used to syndicate blog post content only, whereas, in recent times, various types of content are undergoing syndication.
Let us know more about it, including its advantages and challenges!
What is Content Syndication?
Content syndication is the process of republishing your original content on one or more third-party platforms and websites.
The primary objectives of syndicating content are:
- Reaching a larger audience using third-party websites and platforms.
- Directing organic traffic to your website.
- Improving your brand awareness by connecting to a wider audience through a growth hacking strategy.
Let us see, the basic way of content syndication!
To syndicate content, it is important to have a proper strategy. Some of the ways to do so are as follows:
- Rephrasing and republishing the entire content.
- Editing the content in a shorter version and then publishing it.
- Posting a summary or excerpt of the original content.
What Are the Advantages of Content Syndication?
Content syndication can prove to be beneficial in the following ways:
- Content Exposure
Content syndication helps in exposing your content to readers and prospects that may have never organically come across your brand. It optimises the content visibility on which you have spent a lot of time creating it.
This visibility optimisation creates reach for your content through multichannel marketing, resulting in driving traffic. Hence your website, channels and all social media profiles will be able to reach a wider audience.
- Less-Time Consuming
It is true that generating fresh content might require umpteen time due to the huge quantity of research it requires. However, in the case of generating syndicated content, the tie-consumption and effort requirement reduces to almost zero. This is because content syndications take place merely through rephrasing and restructuring already developed content.
- Increase Back-links
Backlinks are links to move from one website to another and more use of these links can higher your site’s rank in the SERP. Moreover, the main intent of content syndication is to implement relevant links for directing users to the original post and web pages.
The more backlinks to the original page, the more reliability the search engine gives to it. This results in increasing the potential for organic traffic and making your website appear frequently on the SERP.
- Lead Generation
Content syndication helps in generating leads for both the original content creator and the republishing site. In the case of original content creators, it offers more engagement from the recreated content than any other original content.
Besides, for third-party sites, syndicating content saves time and also directs traffic by posting a combination of several original contents consistently on the site.
- Domain Authority Improvement
As we already know, content syndication increases the number of backlinks resulting in content exposure. Besides this, it has another SEO-related advantage of improving the domain authority.
Adding inbound links from credible sites creates a positive impact on the SEO of the primary domain. The marketers need to assure that they allow these links that lead back to the primary domain of your website.
- Strengthens Brand Equity
Content syndication increases brand equity in every way possible if you use it in the correct way. It helps in promoting Omni-channel brand resonance by including strong calls-to-action and numerous links back to your website.
With the authors getting greater exposure, the audiences end up researching for more pieces of content published by the same author. This results in strengthening the brand equity of your website which might also cover your social media site, creating more traffic.
What Are the Challenges Faced During Content Syndication?
While syndicating content you can face the following difficulties:
- Lead Generation Not Up to the Mark
Even after following a proper content syndicating strategy, the lead generation might not be up to the mark. This is because the leads from these third-party websites have not seen your brand or product much. It is advisable to go for higher-level offers that will convert them easily even if the viewer has limited or no idea about your brand.
- Spam Sites Can Affect Your Reputation
Some sites might be spam and if you syndicate your content there might lose your online reputation. Hence, it is recommended to carry out complete research about the site before syndicating your content to that. This can be easily checked using social media and other reputed forums to find the relevancy of that site.
- Negative Impact on the SEO
As per Google, if you syndicate content on other sites, the SERP will always show the most appropriate version to users in each search.
Besides, Google can treat syndicated content as duplicate content, resulting in rank falling. However, it is possible to avoid this penalisation on your website by linking the syndicated content to the original content.
- Using Excessive Filters
It is common to filter words and make them high-profile to attract more viewers. However, during content syndication, it is a general mistake to use excessive filters for rephrasing content. This should be avoided as an excessive filter can sometimes change the complete sense of a sentence, which is not only unattractive but can also drop website rank.
- Penalisation if Duplicity is Caught
Although there is nothing called a penalisation for duplicate content in Google, you will receive a manual penalty if caught doing so. While syndicating content, it is obvious in certain cases to produce duplicate content.
In such cases observed by Google bots, it will allow its algorithm to decide which version of the content should rank. Hence, there is a chance that your page might get outranked by a site with similar content.
Hence, we can say that content syndication is the fastest way to increase content traffic even at its earlier stages of posting. This can contribute to revenue generation by directly impacting the brand awareness of your website. However, it is also important to undergo thorough research to avoid spam sites which can drop your brand value.
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