Forget SEO And Focus On Content Syndication. Good Idea For 2019 Strategy?
You have a thriving business with an amazing content marketing team and you are doing well with search engine optimizations (or maybe not).
But, what next? 2019 is around the corner and a review of the marketing plan is due soon.
What else could you be doing? What another strategy can you incorporate into your marketing plan that will ensure quality traffic and lead generation?
Creating regular content for your blog is definitely an option. But, keeping a regular flow of quality content across multiple channels can be a challenge. In such situations, you have a choice of form. You can focus on
- Original content when you have the time to create something new and share valuable information
- Curated content, which is a culmination of what others have to say on a single topic (for example, a roundup post)
- Syndicated content which is re-publishing your original content on a niche but popular websites
For the marketing plan to work, you will need to have a balance of all the three forms. In this post, though, we will tell you why syndicated content should be the focus on your strategy in 2019.
Before we dig deeper into the benefits of content syndication, let us first see what it means. A lot of marketers have the notion that content syndication is just copied content (or duplicate content) that are penalized by search engines, especially Google.
That is not true. Content syndication is not duplicate content, it is republishing your original content on another popular website. If you have noticed or visited new sites recently, you would have come across content syndication. CNN, Forbes, Huffington, Entrepreneur are a few examples of sites that are open to it.
It is not a new concept, a lot of businesses and brands like the Hubspot and Buffer have been partnering for years in a similar way. These are articles you have seen with ‘This article originally appeared on..’ either at the beginning or at the end.
How does it work?
There are two ways you should be using content syndication in your marketing strategy.
First, you can offer your original content to a third party website in order to capitalize on their established audience.
Secondly, you should open up your blog to syndication. Meaning, you should ask other (especially influencers) to syndicate content on your blog.
Why do you want to do it over or alongside SEO?
For any B2B business, lead generation is the most important goal. If you want to broaden the scope of lead generation, you have to focus on building a brand, positioning your company and establishing yourself as a thought leader in your field.
While SEO can most certainly help you rank higher on search engines, it won’t help a whole lot with the other things. Content syndication can!
That said, the results of content syndication depend on a number of factors, like, the channel used, the website on which you syndicated, their audience, how valuable is the content etc.
I am going to tell you a few more (and, convincing) reasons
1. Rank higher even when you are a new blog
Let’s be fair – SEO is a long-term game and if you are new to it, it will take a minimum of 1 year to actively see results.
Content syndication allows you to have a shortcut. If you use the right keywords and write a valuable article for a popular syndicating website (like the Forbes or Huffington), the possibility of your article being ranked on page 1 is higher. Even if you are not on page 1 of search engines, you still have the benefit of an established audience, higher domain authority, and impressive backlinks.
These websites can drive huge amounts of referral traffic to your website. When Neil Patel started republishing content from KissMetrics onto Entrepreneur and Search Engine Journal, he claims to have seen a boost in traffic (almost 10k visitors that month).
According to James Clear, … an article that originally ran on my site and then was re-published by Lifehacker later on. I gained over 600 subscribers from the Lifehacker version and I didn’t have to put in any additional work writing a new article
2. Quality Backlinks and Domain Authority
We did touch upon this in the last section. If you are syndicating content on a larger website with higher domain authority, the backlink to your website will have considerable weight. It will help you boost page rankings for all of your blog posts.
For those of you thinking if this is right, it is a white hat SEO strategy and will work if your partner allows a dofollow links.
According to Moz, links to a site are treated like votes to the site/page. The quality, quantity, and context of the links from one page to another are used by search engines in classifying and ranking a page.
Besides that, it will also help you establish credibility amongst the audience. Did you know that a website or blog with multiple authors is believed to be more credible? Hence, it makes sense to syndicate content on websites like this to build credibility and authority faster
This is what Jeffbullas has to share
But, what about duplication issues? You have the exact same copy on another page, Google doesn’t penalize it?!
Good, you asked. In order to avoid duplication issues or any penal action, it is a good practice to always include a link to the original post. Linking back to the source tells Google where the original version is.
Besides this, there are 3 benefits that are comparable to SEO
- First, just like SEO, content syndication results are quantifiable. You can track traffic, referring sources and the conversions
- Just like SEO optimized articles bring in organic traffic, syndicated articles bring referral traffic.
- Brand awareness cannot be achieved quickly but content syndication can help you spread awareness about your existence by tenfold. Since your content is syndicated on authoritative websites, existing readers (and potential buyers) start recognizing you.
There you go. This is why we say content syndication deserves a place in your new marketing strategy.
So, are you going to include syndication in your plan? Do you already use content syndication to supplement SEO? Let’s talk about it in the comments section