4 Super-Effective Content Syndication Strategies for Bloggers

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Syndicated content sometimes gets a really bad rap in our industry.

content marketing syndication

Well, I've got a confession to make.

content syndication strategy

You should, too – and here's why.

What Is Content Syndication?

First, a quick definition: Content syndication is a method of republishing content on other sites in order to reach a broader audience. Syndicated content not only increases your reach and brand awareness, it also builds links and can help drive more traffic to your original article.

What’s So Great About Content Syndication?

You need to syndicate your content. You'd be crazy not to.

Most of the biggest and most influential sites on the web feature syndicated content, including the New York Times, the Huffington Post, and CNN.

The web is so big and so noisy. It isn't reasonable to think that all the people you want to reach will read your story just because you published it on your own blog.

Syndicating your content gets your blog posts (either the full article or a shortened version of it) in front of a different audience who otherwise would have never known it existed.

Content syndication is a very low-cost (usually no-cost) way to make your content go further. It's much cheaper and quicker than writing a new blog post for a third-party site, either on the same topic or on something completely different.

You know where you'll get with that strategy? Burned out.

Don't Forget the Marketing in Content Marketing

Some experts may have warned you that syndicating content is a bad idea because you'll end up getting dinged by a Google penalty.

This is nonsense.

Google won't penalize you for syndicating content. At worst, any duplicate versions of your article might be filtered out of the search results.

Syndication isn't about SEO. It's a content marketing tactic – emphasis on the marketing. Because this is how marketing really works:

how to syndicate content

Here are the four types of content syndication bloggers need to know about.

1. Syndicate Third-Party Content on Your Blog

As a publisher you can ask another website for permission to feature their content on your blog.

Ideally, your blog should contain about 10% syndicated content. Even though it may not be original, it's always a great idea to feature helpful content that benefits your readers and is worth their time.

If you run a multiple author blog, you know how challenging it can be to get fantastic authors to commit to writing a post for you. Anyone who is truly a big deal influencer in your industry usually won't have much free time to spend writing a unique blog post just for you.

Asking to feature an influencer's existing content is a much more reasonable ask. They will probably feel honored to be asked by you.

For example, WordStream has featured syndicated content from some amazing experts in the past, like Jeff Weiner, CEO of LinkedIn; Blake Irving, CEO of GoDaddy; Dharmesh Shah, founder of HubSpot; and Jeff Haden of Inc.

Also, don't forget to syndicate yourself!

If you contribute guest blog posts to third-party sites, republish those on your own blog. Many of the guest posts I've written have been republished on the WordStream blog, linking back to the original. Just remember to seek permission from the site you write for – some publishers ask for a period of exclusivity, usually a few weeks or longer.

content syndication tips

Adding syndicated content instantly diversifies your content. It brings something new and valuable to your audience, even if it isn't new to the web.

2. Syndicate Your Blog Content on Other Websites

As a publisher you can syndicate your content to be featured on other partner websites.

For example, several posts that were first published on the WordStream blog were later featured on top search industry sites like Small Business Trends and Social Media Today.

These deals usually come in one of two flavors:

  • All Syndicated Content: You create no original content for your partner. Your partner simply republishes your content.
  • A Mix of Syndicated and Original Content: You agree to a split that's acceptable to both sides. For instance, one month you give them syndicated content, the next it's an original piece. Or if you agree to produce 1-4 posts per month, then at least one must be original. 

Usually publishers are willing to make deals provided the quality is there. After all, they know you're busy – and hey, it's free content!

However, those publishers usually will only honor the deal as long as the content you're giving them performs up to their expectations. It won't be worth their time and effort if your syndicated content doesn't generate any traffic or engagement.

3. Publishing Content on Sites That Syndicate Their Content

You can also get your content syndicated by becoming a regular contributor for a website that syndicates its content.

For example, I'm a columnist at Inc. magazine. So that means I'm publishing to a content syndicator.

Inc.'s content also ends up on major partner sites like Business Insider, Slate, and TIME.

4. Self-Service Syndication

You can also syndicate your own content.

Medium is a great place to do some self-service syndication. There are lots of great reasons why you should publish on Medium. Here are 10:

why syndicate content on medium

Also be sure to read my post on optimizing your Medium posts.

It's also relatively easy to get an author ID and get published on the Huffington Post. They don't really check your credentials. The conversations pretty much goes like this: "I want to write for you." "OK, here's your log-in."

You can also post your articles on LinkedIn. Every time you do, everyone you're connected to will receive a notification. Check out these 11 ways you can hack the LinkedIn Pulse algorithm.

Business2Community is another good place for self-service syndication. Stuff that gets published there can get syndicated on large sites like Yahoo.

Content Repurposing? There's No Purpose!

Some publications don't like syndicated content. They want to publish 100 percent original content.

But wait. They will publish your story. You just have to provide a completely different write up about the exact same topic.

Huh?

Content repurposing (a.k.a., content spinning)? Really?

content syndication how to

I hate content repurposing (and I cannot lie). Can we just be adults here and think about this rationally?

What if the first blog post was brilliant – a total unicorn that got tons of traffic and engagement? If something performs magically well on one site, then the odds are that it will also perform well in syndication.

Or perhaps you want to promote a new infographic you created on some relevant publications. Does the world really need four completely unique write-ups to accompany that same infographic?

The only time you should repurpose or rewrite an article is if it's for a different audience. For instance, maybe you need to "dumb it down" for a less tech-savvy audience.

Repurposing your posts into other posts is silly. Would you ask Jerry Seinfeld to re-edit all his old "Seinfeld" episodes (that are worth billions of dollars as they aired) to give them a more unique spin?

Go Big With Content Syndication

content syndication guide

Content syndication in all its forms is incredibly valuable. It can be a win-win for any blogger.

Help your content go further with these four types of syndication:

  • Publish syndicated content from other relevant publications on your blog.
  • Syndicate your blog content to other relevant publications.
  • Write original content for a relevant site in your space that syndicates its content to partners.
  • Republish your blog content Medium and LinkedIn to help it reach a wider audience.

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Comments

Natalie Gallard
Feb 20, 2017

Hello,Larry

Thank you very much for this nice and informative post.To be honest I was planning to write about this topic and I intend to post a link to this wonderful article once I have it done.I learned myself few other things I never thought about .The highlights for me are two-to write original content for a relevant site and to republish the content.
I have a question though-when re-publish an article on LinkedIn (for example) is it possible the original version of my article to be filtered out of the search results as a duplicate-my site is not as popular as LinkedIn yet:)

Kind regards:
Natalie [www.customerso.com]

Gerald
Feb 22, 2017

I read this paragraph completely on the topic of the resemblance of most
up-to-date and preceding technologies, it's amazing article.

Latlon Technologies
Feb 21, 2017

Great article. Content syndication would be a great idea on content marketing. Thanks for sharing.

Emmerey Rose
Feb 23, 2017

Great piece Larry. I think this is definitely a great strategy to reach wider audience. But I also thought, wouldn't Google penalized this?

Olivian Stoica
Mar 15, 2017

Although I haven't practiced content syndication, I want to point out the fact that you should really pay attention on its SEO impact.

My main concern is duplicate content, which can be easily resolved with a canonical tag in the source code of the syndicated content page. However, if the website that syndicates your content has a better domain authority, you might find your own content being excluded from Google's search results.

Of course, this does not apply if that website puts a noindex tag on the page, so it won't appear on Google.

So, it basically gets down to the question of what you want to achieve with this marketing strategy. If you need traffic or want to increase ranks on certain queries, you can forget about syndication. If it's about increasing awareness or building your brand, it might prove useful.

Some people would dive into content syndication, believing it would help their SEO in some way, but the truth is that it hardly will. I do, however, approve of the idea to collect subscribers to your mailing list at the end of the content. That way you have a bit of control on who is reading your content.

Great article, by the way. Thank you for all the information.

Adrienne "GiryaGirl" Harvey
May 18, 2017

Great ideas! I've been cautiously considering content syndication recently, but have been a little afraid to do it--then realized that years ago I'd actually partnered with a site who did just that. The article used is still one of the top pages of my site TO THIS DAY and that instance of syndication was a good 6 years ago. Well then.... that puts things into perspective. Thanks for the great info!

DNN
May 29, 2017

I'm glad you spoke about content syndication because I have a quick question for you. I've been striving for while to boost my natural search engine rankings through content marketing and syndication & trying to find more services-networks to syndicate my content to. So my question is 1. does it really matter how long your content is in a webpage or blog posts?


And, do you get better search engine optimization based off of how many social networks your content is syndicated to? Please school me in content marketing & syndication, because I'm looking to understand this whole content marketing thing on a deeper level. Thanks for your advice in advance. Oh and one more thing… If I were to post once a day to my site 500 words for six months, do you think that'll do my site any good, in regard to getting more traffic from Bing, Google, and YaHoO! ? Thanks again! :-)

Abby Jones
Jun 08, 2017

Excellent content with infographics! I really loved the “Self-service Syndication” section.
Thank you for all the necessary information!
Regards

Argie Hristodoulou
Oct 14, 2017

This article has some solid information about content syndication.

If your website has a blog and if you produce great content, then syndication is a no brainer marketing strategy, that will put your content in front of new and different audiences.

And for those who are afraid to syndicate their articles due to possible duplicate content penalty from big G, really there is no such thing when:
- your syndicated article is published on another domain, and
- you give a proper attribute to source.

In mindbodyhealthy.org we syndicate our content to many platforms and we've seen increased traffic and rankings due to this practice.


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