How to Syndicate Content at Scale

There’s nothing more frustrating than spending hours, days, even weeks on a piece of content only to post it and have it get little to no traction. When it comes to content creation and more importantly, distribution, scalability is what’s important.

How to syndicate content and how to do it at scale is the focus of this article. Below you’ll learn what content syndication is, the benefits and the most effective ways to use it.

What is content syndication?

In its simplest form, content syndication – sometimes referred to as syndicated curation – is the process of republishing existing content onto your marketing platform. There are many ways you can make this happen, but one of the best ways is a result of a value-driven relationship between a content platform and the authors of existing content across the web. By harnessing these relationships, you create excellent, brand-appropriate content from frequent contributors that enables growth at scale.

Additionally, you can syndicate your own content on other websites. Look for a syndication partner where repurpose your content for free – for example, sites like Medium or Diggit. If you have the budget, you can look into syndication sites that charge a fee like Outbrain.

Why use content syndication?

Creating web content can take up a huge amount of time. From brainstorming ideas, coming up with workflows, and researching to creating the articles content, editing, publishing, and marketing, a lot of effort goes into creating your content. This is why it is important to look at the scalability of your model to see if you can amplify it further.

A common rule is that 80 percent of your content comes from 20 percent of your effort. To this end, syndication offers an optimal opportunity to get massive audiences in a very short amount of time.  Let’s face it, content teams are spread thin these days and do not have the ability to be pushing out quality content seven days a week. This is where syndication can come in handy. Repurposing a piece of content with modifications a few times in other places outside of your blog puts you and your brand at a great advantage and gives you more time to focus on other areas of your business.

Boost your brand awareness

Everyone is looking for increased brand awareness. Get discovered by more people and you boost the chances of getting more conversions which can eventually lead to more sales.Brand awareness doesn’t happen overnight. It comes with repetitive exposure to your brand in various places across the web. This is where content syndication becomes extremely useful. Through more exposure, you can increase the public’s awareness of your brand.

Because you’ll be publishing high-quality content, you’ll start to be recognized as a thought leader in your industry and just like that, syndicated content has increased your brand awareness in a positive way.

Backlinks and increased site authority

Another one of the great things about syndicated content is the value in SEO it creates. Similar to general link outreach campaigns, content syndication allows you direct links to your site from authoritative websites that rank highly on Google and other search engines.

For businesses with the goal of boosting search rankings through link building, content syndication can help you accomplish this.

There are a couple things to keep in mind, however. First, make sure that the site you are submitting to allows do-follow backlinks. Secondly, watch out for duplicating issues with your SEO ranking by making sure that you include a link back to the original content.

In fact, Google states in their help section, that if you syndicate your content on other sites, Google will always show the version they think is most appropriate for users in each given search. Because of that, it’s helpful to ensure that each site on which your content is syndicated includes a link back to your original article.

Tips for using content syndication to your advantage

Maximizing the ability of your content syndication plans can come down to avoiding penalties from search engines. In order to avoid these penalties, there are a few things you can do:

  • Rel=canonical tag – By placing the rel=canonical tag on their syndicated content, marketers are telling Google and other search engines that the page this tag is included on is the duplicate version. It then points to the URL of the original content that you prefer Google to index and rank.

  • Meta no index tag – Adding the noindex tag to your syndicated page is another way to avoid duplicate content issues. The noindex tag instructs Google to remove it from their index.

  • Direct attribution link – As mentioned above, adding a link to the syndicated page back to the original content is an option to let search engines know where the original content came from.

  • Direct attribution links are great to add to sites that don’t allow you to add tags to, such as Medium, LinkedIn, Quora etc.


Build credibility first through guest posting

Guest posting is not an ideal long-term strategy, due to how time-consuming it can be. However, it’s important that you establish your credibility on a subject matter before jumping into content syndication.

By establishing a large number of published posts outside of your own blog or website it sets you up as an industry expert and a proficient writer. This will make it easier for you to reach out to huge syndication partners with massive audiences.

Write quality blog posts

The internet is littered with blogs and blog content. It goes without saying that if you’re not writing something people want to read, then you will never have success with content syndication.

From the very first post, ensure you are writing quality content that people want to read. The content should not only be relevant to your niche but should also resonate with potential readers on sites you’re looking to syndicate with. By prioritizing quality content you help grow exposure for your brand, but you also build trust with new and old audiences alike – both on your site and new sites you choose to republish on.

Build up an email list

It’s possible to build up a large email list through content syndication. While some of the larger syndication sites won’t allow you to do add Call-to-actions (CTAs) to your posts, sites like Medium will. It’s through these CTAs, usually placed at the bottom of a post, that you can capture new subscribers.

Consider industry-specific websites

In addition to putting your content on popular syndication websites, consider choosing industry-specific sites. By doing this you know that you are placing your content in front of qualified prospects who have an increased chance at becoming customers.

There is no sense in crafting well written, quality pieces only to place them in front of the wrong audience. You won’t get any traction this way, which is why you should avoid syndicating content for the sole purpose of getting it out to more people. They have to be the right people.

Final Thoughts

If you’re looking for an incredibly valuable strategy that maximizes the reach of every piece of content on your blog, then you’re looking for content syndication. Consistently focus on delivering valuable content while syndicating your pieces out to established websites. This will help you build trust, set you up as a leader in the industry, and enhance your brand awareness. 

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About the Author: Gregg Anderson

Gregg Anderson

Gregg is a Veteran of the Armed Forces and a graduate of San Diego State University, holding a Bachelor’s degree in Management & Entrepreneurship. Gregg’s experience in the marketing industry ranges from auditing and planning marketing strategies for the small business next door, to crafting strategies for multimillion-dollar ventures. He also has experience in the startup, angel, and venture capital environment.

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