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What Is Content Syndication, and How Can It Help Your Marketing?

October 2nd, 2012 ::

One of the things you are doing as part of your marketing strategy is creating content, from blog posts to whitepapers, to demonstrate your expertise, build thought leadership and generate leads. Instead of sitting on all of that valuable content, put it to work for you –monetize it.

You can do this through content syndication, a content-sharing strategy in which your content is reused by other websites and online media outlets.  (This strategy applies to images and videos too – and you see it in newspapers all the time.)  Because this is a strategy I am definitely interested in myself, I did some research and found 3 main benefits to content syndication:

  1. Greater reach – If you want to increase visibility for your company, products, or services, I really can’t think of a better way to reach more people at once with little effort on your part.
  2. Earn extra money – While you will not make a living from content syndication (unless that is all you do! – think advice columns and Dave Barry), you can certainly make some extra money, always a good thing.
  3. Generate leads – When someone engages with your content, they are most likely in need of the product or service you offer.  Reach out to them simply by asking if they have any questions.

Before getting started, be sure to ask the content syndicator the following:

  • How long have you been in business?
  • Will you republish my content, or repurpose it? If you are going to repurpose it, how will you do so?
  • What other websites will my content appear on?
  • Where will my name and company be listed? Will they be hyperlinked to my website?
  • Will the content link back to the original on my site?

Once you get established with a content syndicator (or two) and find it beneficial to your bottom line and sales funnel, ask if they would be interested in an ongoing agreement, in which you provide content regularly.

2 highly regarded content syndicators include:

Mochila – an online media marketplace for both content buyers and sellers.

NewsCred – their syndication platform uses an API to make it easy for publishers to find your content, and then you can track and analyze your content on 3rd party sites so you can see what’s working.  Best part – they let you stay in control of the entire process.

If you have syndicated content, what was your experience like? If you haven’t syndicated content, would you try it?  Leave a comment below!

Image courtesy of aisquared.com

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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Posted in Marketing, Thought Leadership | 11 Comments »

  • http://startingasmallbusinessnow.com/ Caleb Page

    Thanks for posting this – I checked out the syndication sites you mention. It appears as if Blogburst and Clearspring moved. It was hard for me to understand how Gigya monetizes content – can you explain this further? Thanks!

    • Anonymous

      Yup, I will Caleb – and I’ll update the blog post to remove Blogburst and Clearspring.

      • http://startingasmallbusinessnow.com/ Caleb Page

        Thanks for that – it prompted some thoughts about changing popups and how much advertising I want to allow on site. Thanks a lot for doing the legwork.

        • Anonymous

          You’re welcome!

    • Anonymous

      Yup, I will Caleb – and I’ll update the blog post to remove Blogburst and Clearspring.

    • Anonymous

      Hi Caleb, I updated the post – both of companies listed are pretty clear about monetization.

  • Darren Harding

    Why would you post links to sites that have closed. Don’t waste your time clicking on Clearspring and BlogBurst they’re closed.

    • Anonymous

      The sites were working when I wrote the article, so that is really weird that both are closed. I will update the post!

    • Anonymous

      Hey Darren – I updated the blog post. Thoughts on the two platforms I recommended?

      • Darren Harding

        Awesome MC. I have a blog network of about 30 blogs and a whole group of authors contributing unique content daily. NewsCred doesn’t look like it would work for my content, but I’m going to give Mochila a try.

        • Anonymous

          Cool! Let me know how it goes! You can email me at monika at jansencomm dot com. I think a follow-up post/case study would be really fun – plus good exposure for you!