KEO Marketing

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Increase the reach of content with syndication

A content marketing effort devoted to generating leads or creating a brand image may be a natural fit for syndication. The practice of publishing either whole articles or excerpts on third-party sites can drive traffic to a business's Web presence, according to Search Engine Watch. There are many options in syndication, from paid to earned media, and each of them may be suitable for different industries and types of content. Making a plan for outside publication can pay dividends in the form of more leads and increased brand awareness. Quality content speaks for itself, so syndication does not have to take much more effort than content creation does. The trick is to find the correct venue for publication and play to its audience.

Why to syndicate
Marketers who produce content ideally do so with care and effort. This represents a significant expenditure of time and other resources. Businesses that outsource their content production also make an investment in it. As such, it's important to leverage all content to the fullest possible extent. Syndicating content can widen its audience and help bolster its effectiveness. Whether the goal of a campaign is to generate leads or raise brand awareness, the more eyes on a piece of content, the better. Reaching out to potential customers through channels where they often spend their time online is vital. They will not need to go out of their way to learn more about a company or industry, and marketers may find their content is of much wider interest than they could have imagined.

Where to syndicate
A marketing strategy involves as a matter of course a buyer persona. Knowing what demographic is likely to be interested in a product or service shapes the way in which it is advertised. This also informs decisions about the best venues to use to display marketing material. Marketers should research where their most promising prospective leads spend time online. Industry websites may be busy and full of engaged users, or there may be communities only tangentially related to business that attract many possible customers. Spending time online following the habits of a typical buyer is worthwhile, as is surveying existing customers about where they most often view content.

How to syndicate
There are a few strategies for syndication in online marketing. There are paid solutions that display related content on established websites as prominent as The New York Times. A business that is confident in the quality and relevance of its content may wish to dive right into such endeavors as part of its marketing strategy. The traffic is certainly high enough on sites that use paid syndication recommendation systems to make a difference for many companies.

Businesses that do not wish to commit to such an expenditure right away can explore the world of earned content syndication. This entails publishing content on third-party websites that rank and display content by community opinion, such as Reddit. If a company's content is particularly strong, it should be able to draw enough attention and votes to help with lead generation. Of course, this is only the case when marketers ensure they publish content only to relevant channels. A community about pet care will probably not display much interest in content about best practices in accounting, for example.

Another possible avenue for earned syndication is through direct partnership with another website. Industry hubs or discussion boards may welcome the chance to publish relevant content for their users if marketers reach out and ask about such opportunities. In this case, a company makes an exchange with the third-party website in which they provide content in return for exposure. An arrangement of this type is free for all involved, and can be just as beneficial as any other method of syndication.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.