Content syndication is a valuable element of B2C, B2B, and B2G marketing strategy alike. No matter how large or small your business, incorporating content syndication into your B2G strategy can have a dramatic effect on your ability to generate awareness, authority, and early engagement — meaning syndication is a key tactic for expanding your reach and winning over new audiences.
What Is Content Syndication?
Syndication is a method of widening your business’s sphere of influence by distributing the same content through various channels. This is a common digital marketing strategy that involves republishing content that you’ve already published on your platform (such as your blog or website) on different platforms to reach new audiences.
There are numerous means of syndicating content. Two of the most popular methods are sharing content on social media platforms and partnering with third parties that have related audiences.
Content syndication provides benefits for both content creators and republishers. For the original creator of the content (your business), syndicating content is a fantastic way to increase brand awareness and rapidly improve your brand’s authority in your niche. On the other hand, the party republishing the content gets new, high-quality content to share with their audience, helping to attract more traffic to their platform as well.
Types of Content Syndication
Content syndication can appear in a few different forms. Here are some of the most common varieties of syndication in content marketing:
1. Free Content Syndication
Free content syndication involves utilizing outreach methods that don’t come with any costs. For example, some common methods of free content syndication include sending content out via email campaigns and sharing content on social media platforms. Anytime you take advantage of free content syndication methods like these, it’s essential to include a link back to the page on your website where the original content is published.
2. Paid Content Syndication
Paid content syndication involves paying a fee to a third party to promote your content on their platform. Your content may appear on their site as a guest article or as recommended content advertised on related pages.
3. Full-Text Syndication
Full-text syndication is when another site publishes a piece of your brand’s content in its entirety, accompanied by a link back to the content’s original home on your site. Full-text syndication is the ideal syndication method for expanding your content’s reach and attracting new customers to your business.
4. Partial-Text Syndication
Partial-text syndication is when only a portion of your content appears on another site, often in the form of a quote, statistic, or chart used within another organization’s content. Whether the syndication is full or partial, other brands should include a link back to your website when they share your content so their readers know where the information came from.
Benefits of Content Syndication
Syndicating content can benefit both small businesses just starting to expand their reach and larger businesses with established growth marketing strategies.
For small businesses seeking ways to kick off early growth, adopting a content syndication strategy can provide the following advantages:
- Increased visibility: By syndicating their content, small businesses can increase their visibility and connect with brand new audiences for the first time. Republishing your best content on other platforms is a great way to discover new buyer personas who are interested in your products or services as you begin to gradually expand your small business’s niche.
- Cost-effective growth: Content syndication is an especially cost-effective marketing strategy for small businesses with tight budgets. Syndicating content enables small businesses to leverage existing audiences within their markets without needing to invest extra resources to build a user base from scratch.
- Heightened authority: Just as content syndication can allow small businesses to take advantage of existing audiences, so too can it help them benefit from established brand authority. Republishing your small business’s content on a platform that’s well-regarded within your industry can provide a massive boost to your brand’s credibility in relatively little time.
For larger, more established businesses that are looking for ways to enhance their growth marketing efforts, content syndication could provide benefits such as:
- Amplified reach: Large businesses can use content syndication to introduce their brand to new audiences, helping them to efficiently broaden their reach into new market segments.
- Improved SEO: Syndicating content on authoritative websites is a great way for a large business to improve its search engine optimization (SEO) strategy. Backlinks from websites with positive reputations can help your own website climb the ranks in the search engine results pages (SERPs).
- Diversified marketing strategy: Content syndication is also an effective way for larger businesses to diversify their marketing strategies. By syndicating your content across various platforms, you can experiment with different audiences and inform your future marketing efforts.
How to Get Started with Content Syndication
Here are a few practical tips to help you implement content syndication into your business’s marketing strategy:
Establish Clear Content Goals
Before you take any steps toward syndicating your content, you need to set clear objectives that you hope to accomplish by doing so. These objectives (like all marketing objectives) should be connected to concrete, measurable business outcomes. Common goals for content syndication efforts include identifying new target audiences, boosting lead generation, and improving brand awareness within a particular target market. Establishing clear goals up front will help you keep your syndication efforts focused and efficient.
Create a List of Target Publishers
Once you know exactly what you are trying to accomplish by syndicating your content, you should start working on a list of ideal publishers with whom you want to share your content. The ideal platforms for content syndication are whichever platforms you deem to be most relevant to your business’s niche and its current objectives. This will require researching which types of platforms can help you achieve the results you’re seeking. For example, if you want to improve brand awareness, getting social media shares from relevant figures in your industry could be one of the most effective routes.
Write High-Quality Content
Of course, it’s vital to write content worth sharing in the first place. Whether you’re syndicating blog articles, research studies, video content, infographics, or any other type of content, it needs to be valuable to its target audience. You can maximize the impact of your syndication efforts by not only writing high-quality content, but also matching your content and syndication channels appropriately to ensure the syndicated content is reaching audiences that are interested in seeing it.
Business to Government Marketing
Want to improve your B2G marketing and widen your slice of the public sector market? Book a meeting with Cadence Marketing today and find out how you can hone your B2G sales strategy to connect with more buyers than ever before.
