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Getting Started with Content Syndication

Friday, November 11, 2016 15:48
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Content syndication may be the process of pushing your blog, site, or video content material out into third-party sites, either as a full article, snippet, link, or thumbnail.

The idea is to drive more engagement with your content by wiring it into related digital contexts, either to boost traffic to your owned property or just get exposure for your brand or your key personalities or products.

In a perfect world, syndication is part of a larger, holistic content marketing effort with the old keywords-at-the-front, metrics-at-the-back content production line in place. But even if you don’t have a formal content marketing effort, you probably have content – web pages, blog posts, videos – that could be syndicated.

Setting up Your Syndication Strategy

For some brands, it isn’t always clear what they want to accomplish from syndication. Is the goal to drive traffic to the main website in a fashion related to SEO or paid search? Is the goal to build awareness of your products? Or is the goal something else entirely?

The first step of content syndication is to establish goals that match your business model. For example, if you’re trying to build traffic on your blog to capture leads, syndicating full article content out to partners is probably not the best approach.

Syndicating a headline, the 1st paragraph, and a link back to the blog, however , might make sense. If you are primarily trying to build awareness of your product or brand in a broad sense, syndication of all forms may be to be able.

Knowing your goal, take into account the kind of content material you possess and where you intend to send it. Map out content material distribution companions, their requirements, as well as your content and infrastructure ( software program ) capability.

Many syndication partners require custom made RSS feeds, custom determined URLs, thumbnail images, snippets, titles, or paragraph excerpts.

Preparing in advance for syndication is practical. Throughout a redesign or site release, or when establishing your articles strategy, content framework ( believe meta data schemas and content material types), and content administration systems, think about ways to build what to auto-generate feeds in a versatile fashion without a large amount of manual work.

Selecting Syndication Partners

Basic content syndication by means of RSS feeds ‘s been around for some time. RSS made it possible for people and websites to seize your content in an automated fashion. With the rise of social networks and sharing, RSS usage has slipped, though I will still consider it table stakes in the content syndication game.

Beyond RSS, however , a plethora of new syndication options has emerged both paid and non-paid.

Paid Content Syndication Players

Flush with Venture Capital money and popping up (and occasionally down ) on tons of publisher sites, paid syndication engines typically charge the advertiser or content promoter per click and then share revenue with the publisher if they are large enough.

Costs are low, starting for some vendors at around $. 10 per click and going up to $. 30 or more. Here are the two biggies:

Outbrain: Outbrain describes itself as a content recommendation system, providing links to related content on major publication sites including Time, CNN, and the Washington Post. Outbrain has a self-service interface with costs set on a per-click bid model. It’s easy for a little guy to set up, but it works for big guys too.
Taboola: Comparable to Outbrain, Taboola powers recommended content links on major publication sites. Unlike Outbrain, Taboola requires each link to have an associated thumbnail image. This may or may not take more work, but it also may help to boost clicks to your content. Taboola’s engine can also be used to promote internal related content.

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nonpaid Syndication Options

There are several syndication opportunities that don’t require media-like spend. For example, financial business can have their thought leaders syndicate their content to sites like SeekingAlpha. com for free.

Related industry sites and blogs are always looking for good content and they tend to not want to cover it. Discover what sites possess an viewers in your sector and have them if they’re thinking about getting an Feed of original articles. Syndication partners typically desire unique content material and at least some kind of delay prior to the content material is published by yourself site.

This kind of relationship goes beyond the old SEO sawhorse of guest posting, since there exists a long-term relationship and the worthiness is greater than a backlink – though you should ask for that aswell.

Content material Sites for Manual Syndication

A great deal of new and emerging sites are tempting areas to distribute or cross-post articles to. Consider Reddit – select the correct sub-reddit for your articles, and the new Moderate. com (the long-form articles site from the Twitter people ). Good content, created within a more substantial content marketing effort, should be able to stand on its own on these earned platforms.

Summary

There is a lot more to discuss regarding content syndication – how to optimize content for cost-effective syndication, how to track and report syndication efforts and make sure they are managed effectively, and how to allocate budgets across syndication and other types of content promotion efforts ( social network promotion, paid search, ad exchanges, etc). But those are posts for another day.

Keep on pushing that content and let me know if I missed anything in the comments.

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