Disclaimer. I work on a Content Syndication team at the agency Eightbar Collective. Nothing proprietary is being explained in this post, just general ways in which you can syndicate content as a Small-business or Digital Creator
What is Content Syndication
Content Syndication falls under Demand Generation activities since we are driving demand using content to promote products or services. Content types such as white papers, research reports, analyst reports, etc. are used to promote products on platforms that have a targeted audience. These audiences are usually primed already through various touch points of a brand such as display ads, video ads, or a paid newsletter network. The content types mentioned are usually downloadable pdf file types that speaks about the way a product helped solved a problem in depth.Â
You might also see content marketing and believe it is the same as content syndication but don’t be fooled. Content Marketing and Content Syndication are somewhat synonymous with each other except in certain areas. Content Marketing is used mostly for branding and audience engagement purposes. Content Syndication on the other hand is used for lead generation especially targeting a niche audience.Â
Content Syndication belongs at the bottom of the Sales/Marketing funnel. The marketing funnel is an ideal concept to grasp when we think about how we nurture the audience. We use this as a way to cultivate leads across our platforms. It starts at the top of the awareness stage, it can be anything like a website visit, viewing a post, or watching a video. That lead is then nurture throughout the funnel until they get to the bottom where they are more likely to convert if they interacted across many different touch points.
Lets go across the different stages of the Marketing funnel and we’ll speak more in-depth about content syndication as we near the bottom of the funnel.
Marketing Funnel
AIDA Model
The Marketing funnel is based off the marketing model called AIDA that is hierarchical to the stages in a Marketing funnel. It identifies the phases that an individual goes through during a purchasing decision. The acronym is defined below.
Awareness:
The first phase in this model is to strategize on how to attract attention to the end consumer
Interest:
Once the customer is aware of the product then the brand should strategize on how to increase the customer’s interest. Brands should gauge the level of interest in a customer.
An example of this can be where a brand offer discounts to gauge if those customers is willing to receive those discounts, whether via email, text, or some form of communication channel.
Desire:
Once the consumer shows interest then it is where you must build desire for your product. Cultivating their minds from a ‘want’ to a ‘must-have’.
From the previous example, this could be where you are sending email blasts of different products on sale or even personalize the email to that customer. It will ofcourse depend on how you obtain their contact information with specific information about them.
Action:
The ultimate goal is for the end consumer to take the action you nurtured them to. This would mostly lead to a sale of your products or services but could be an alternative goal you had in mind for your campaign.
So the AIDA model mirrors the Marketing/Sales funnel and you will see how it properly fits into each stages when applying different tactics/strategies to cultivate a customer.
Top-of-Funnel (ToFu)
In this stage of the Marketing funnel you are at the Awareness phase of the AIDA model where your using strategies that you believe will bring awareness to your product.
A goal in this phase can be to build brand awareness through writing blog posts or guest posting about your intended solution to your targeted audience.
Middle-Of-Funnel (MoFu)
In the middle stages you seek to obtain attention to your products or services when you have visitors to your site. If a visitor has read a blog post of yours that is dedicate to solving their solution then that can also counts as a desire. If that person downloads a guide or ebook to further read then that entails an even stronger desire to understand the solution you provide.
Your goal in this stage is cultivation through interactions like downloading, email sign-ups / newsletter sign ups, or CTA clicks on your website. It is more compelling to receive a communication channel where you can speak to your customer everyday and this is usually through them providing an email.
This all leads to the bottom of the funnel and it is where content syndication comes into play more.
Bottom-Of-Funnel (BoFu)
Lastly, the last stage is action. It is where you want your customer to eventually be since it leads to your ultimate goal which could be a sale.
You have gotten your customer through the stages through utilizing different strategies to get them involved and primed for your solution. It is best to not disappoint if this product don’t deliver what your customer thought it did.
When they reach this stage and you delivered on what was promised with your product then you can even get them to the next stages, ‘Loyalty’ & ‘Advocacy’, which is where you can get referrals from them. Some customers would be your biggest fan if your product solved a nagging problem for them. You can put them into a loyalty program with discounts and specialized services to cultivate that relationship. Those loyal customers would be more receptive to your future product releases seeing that their experience was great.
Some of the interactions you take your customer through with your content can be deployed on many different platforms. If your deciding on which one to use then you have to decide on where is your target audience dwelling.
Let’s explore several platforms that can be used.
Content Platforms
When exploring different platforms to leverage in a Content Syndication strategy then understanding the different ways in which they will have reach, interactions, and conversion can help in making a decision.
If your in a B2B or B2C market then these platforms will vastly change as the individuals in each of these markets behave different than one another.
Lets take a look at how some may differ if your in one of those markets mentioned above.
3rd party Vendors / Proprietary Technology
When I say vendors I mean companies that specialize in audience targeting such as data platforms like Acxiom, Segment, Tealium, etc. but these are for mostly targeting the consumer markets. I have to also mention this is usually for Enterprise companies seeking a solution in their B2C market. Wal-Mart might use one of these CDP (Customer Data Platforms) to enhance their targeting of content to their consumer or potential consumers.
In a B2B market, companies like Tech Advice, Madison Logic, or Sales Spider Media has access to millions of businesses globally where they can target them using proprietary technology like geofence advertising.
These companies have their own strategy by which they can target an individual at a business.
When it comes to content syndication though, they can utilize their own database, media outlets, partner networks, or email newsletter to syndicate content. This can actually be a separate article of it’s own that can entail the intricacy on how it is done. I may write it once I do more research, stay tune.
Third party vendors/partners can help in syndicating content for brands to obtain visibility. It is ideal at the bottom of the funnel to use their platform as they have a higher conversion since these vendors have cultivate a thorough system of recognizing buying intent.
LinkedInÂ
Linkedin is a thorough B2B marketing platform as it is where a lot of businesses and their stakeholders dwell on to brand themselves or engage with each other. It is the world largest professional social network.
If your looking to target businesses then this is the platform for you to create your awareness with content. It is where you can syndicate content to your target audience so that way you can generate leads.
Newsletters/EmailÂ
Its different ways in which you can syndicate content through a newsletter. One such way is through a sponsored post or a display ad that takes the reader to a dedicated landing page that goes in-depth of your product. It can be a case study, analyst report, white paper, or some format that explains your product and it’s solution.
If your brand have been able to build a decent size of subscribers then this can be where you start to conduct content syndication as a strategy, especially if you have relatable content to distribute here.
Social Media
Social media platforms have many creative ways in which content can be syndicated such as through visual posts like infographs or videos. Ofcourse there is a variety of platforms out there that their content types are native to that platform, like pictures with instagram. So what sort of market would this be best suited for? Ofcourse I would say B2C markets since consumers are more receptive to these platforms.
In B2B you can still syndicate content on social media as mentioned with Linkedin. Linkedin is it’s own segment because I thought to designate their platform for B2B content syndication since it is ideally a professional social network.
Brands can still conduct content syndication on the less formal platforms like Instagram, X, TikTok, etc. but you have to be mindful on how it will be portrayed on those platforms. If it is a consumer product then it is more welcomed than a business product. Some platforms like Reddit do well with both B2B and B2C as brands like Google can promote their cloud products on forums (subreddits) where developers dwell who might want to try Google Cloud Platform.
I briefly touched on the many different content types but these matter a lot for the different platforms used in content syndication, lets explore some below.
Content Types
Since they are so many let’s just use atleast 2 content types that you would usually find across content syndication.
Case Studies
These are usually written in formats like a problem-solution, before and after, success story, or interview-style case studies. Each format would be received differently depending on the audience your targeting. If you believe that your audience is warmed up and their buying intent is high then possibly serving them up a problem-solution type, especially in an engaging story-like format can win them over. I speak more about engaging content in the next section.
You have to know your audience as well before even thinking about what format to write a case study in. It can become many layers in your target audience but a persona can be a young entrepreneur who wants inspiration…
Case studies can be a great content type to syndicate across channels as it can work in both B2C and B2B markets.
Ebook
An eBook is a digital book. It is one of the more familiar content types in content syndication.
Some topics that can be included in your eBook are biography of the founder for your business, ways to use your product, an ultimate guide to a topic, or an interview with an expert in the company.
If you already have eBooks in your archive then syndicating this type of content is a more seamless and engaging way to persuade the customer to purchase from you.
Let’s get into how these content types should be created in an engaging way.
Engaging Content
We all know stories are appealing because we go from a slow start to a rising action then resolution. You should format certain content types in a story like flow that keeps the user engaged.
It will depend on what content type your choosing but for atleast for the two mentioned above, you should format it in a story arc that makes the customer the hero.
If you chose to do a case study then deciding on the right format can have impact on how the audience will interpret your solution. As mentioned in StoryDoc.
Choosing the right case study format isn’t a game of luck, but rather a strategic decision. The format you choose will dictate the flow of your narrative and ultimately, its reception and the impact it creates.
Content should always be engaging especially when it is for a product. No one wants to read a technical paper unless they are dead certain on purchasing your product.
So think of who the audience is that your targeting then choose the right content type to create an engaging piece. Although it seems as simple as that, syndicating content isn’t always the easiest to implement and manage.
Let’s delve into that more in challenges that content syndication can have.
Challenges in Content Syndication
Despite its benefits, content syndication comes with challenges. Understanding these and knowing how to address them is crucial for a successful strategy.
Some of these challenges are mainly for the B2B market as in B2C there is no particular legality in regards to the content type you created. Unless what you created is harmful such as an ingredient on how to build a bomb but not sure why you try to promote that online.
Duplicate Content Concerns: One common concern is the risk of duplicate content, which can potentially harm your SEO. To mitigate this, ensure that syndicated content includes a canonical link back to the original article on your website. This tells search engines which version is the authoritative source.
Quality Control: Maintaining the quality and integrity of your content across different platforms is essential. Make sure your content is adapted to fit the guidelines and audience preferences of each platform without compromising its quality.
Legal and Licensing Issues: It’s important to understand the legal aspects of content syndication, including content ownership and licensing agreements. Ensure you have clear agreements with third-party sites regarding how your content can be used and repurposed.
Performance Tracking: Tracking the performance of syndicated content can be challenging but is necessary to measure success. Use analytics tools to monitor traffic, engagement, and conversions resulting from your syndicated content. This data can help you refine your strategy for better results.
Best Practices for a Successful Content Syndication Strategy
Implementing these best practices can help you maximize the benefits of content syndication while avoiding common pitfalls.
Creating Syndication-Ready Content: Craft content that is easily adaptable for syndication. This means it should be high-quality, relevant, and engaging. Use compelling headlines, clear formatting, and strong visuals to attract and retain readers.
Choosing the Right Platforms: Select platforms that align with your target audience and content type. Research where your audience spends their time and which sites have the best reputation and reach in your industry.
Optimization Techniques: Optimize your content for search engines and the specific platform you’re using. This includes using relevant keywords, meta descriptions, and ensuring your content is mobile-friendly.
Building Relationships with Syndication Partners: Develop strong relationships with syndication partners to ensure a steady flow of content distribution. Communicate regularly, provide value, and be open to feedback to create mutually beneficial partnerships.
By understanding and implementing these strategies, you can effectively leverage content syndication to boost your brand’s reach, enhance SEO, and drive meaningful engagement and conversions. Content syndication is a dynamic tool in the digital marketer’s arsenal, offering a plethora of benefits when done correctly.
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