Join Dayna Rothman for an in-depth discussion in this video Syndicating your content, part of Content Marketing Foundations (2015).
- To expand the reach of your content, try promoting it through content syndication. Content syndication is the tactic of placing your high-value content assets on a third-party website, often gating it with a form. Let's take a look at an example of content syndication in action on the website Computer Weekly. This is a sponsored, paid for content that appears in conjunction with the site's organic content on the bottom of the homepage. The syndicated content is not easily distinguishable as paid and it blends in nicely with the rest of Computer Weekly's content.
The one caveat with a program like this is you have to make sure the content that you provide the syndicator is relavent for the audience. Here is another example of syndicated content on that same website, Computer Weekly. This content is under their research library. It includes the name of the content asset, a description, the company logo, and a call to action. And then once you click on that call to action you are brought to a form. The reader must fill out all of the relevent information in order to get the Whitepaper.
Once the content syndication program ends, the vendor gives you all of the leads that have downloaded your content by either integrating with your marketing automation tool, or sending you a spreadsheet. So let's go over what some of the goals might be for content syndication. So you might be looking for net new top-of-funnel leads. By paying to use a third-parties websites, you can get access to their entire audience. Another goal might be mid-funnel leads that indicate buying intent. So depending on what type of content you put on the syndicated sites, especially if that content is more mid-funnel, if somebody downloads that content asset, it might be a more valuable lead that indicates this person could potentially become a customer.
Content syndication also helps improve your search engine optimization. And, it of course helps you improve your brand exposure because you're putting your content on third-party websites that already have a large following. Here are some tips for content syndication. Because you're paying to put your content up on other people's sites, you must make sure that you choose reputable vendors. So these are websites that you are familiar with their content that you know has an audience that maps to yours, and that is all around reputable.
If you have a marketing automation tool, make sure your vendor can sync. It's a lot easier to get the leads if your vendor can automatically add them to your marketing automation tool versus sending you a spreadsheet. Target leads based on specific criteria that you can choose. Most vendors give you the opportunity to target leads very specifically. Choose content that is high-value and will move the needle. My advice here it so choose content that indicates more buying intent so that you know if somebody downloads a content asset that you're getting the highest return on your money.
And make sure to have a follow-up plan in place for all leads. Once somebody has downloaded your content off a third-party website, you want to introduce your company and make sure they understand who you are, and what you do. Testing your content syndication is also extremely important to knowing what works and what isn't. You might want to test the following. What stage of content works best for what vendor? You might find that early stage content works well for one vendor, while mid-stage content works better for the other.
Which type of content works best for which vendor? Some vendors, you might want to give them e-books while others it will be more infographics for blog posts. You need to also test what vendor delivers the best and most relevant leads. Determine what form length works best. Many vendors allow you to customize the form length. And then what is your call to action? And does it work for your audience? When it comes to syndication, you must be testing this over time. So once you have decided on content syndication as a promotion strategy in your content marketing, make sure to properly vet out your vendors, choose your content wisely, and like I said, continue to test over time.
The course explores creating a content plan, choosing content types, and developing an editorial calendar. It also explains how to write, edit, and design content, as well as choose the right mix of content and curate it for maximum impact, and closes with tips on measuring the impact of your content marketing efforts.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is content marketing?
- Hiring a content marketing team
- Creating buyer personas
- Developing a brand voice
- Setting goals
- Creating a content plan
- Writing, editing, designing, and curating content
- Promoting content on various channels
- Tracking performance