- Do Not Sell My Personal Info
Content Syndication Basics: Who, What, Where, When, Why & How
Is content syndication right for you? Learn the basics of content syndication, what it is and isn’t good for, and some tips for getting started.
Content syndication is a central element of modern growth marketing .
It always has been. But the nature of content syndication has changed over the years.
Content syndication has evolved along with the content formats that fuel it.
It’s a common misconception that blogs and articles are the only content types that are appropriate for syndication.
You have the tools to create and publish extensively in a variety of formats in addition to blogs and articles:
The scope and quality of content is skyrocketing.
There has never been a more exciting time to begin your journey in content syndication.
Here, we will discuss how you can use account-based marketing, intent-driven marketing, and other lead generation techniques as parts of your overall content syndication strategy.
What Is Content Syndication?
Content syndication the process of publishing your proprietary online content on a third-party platform with the aim of reaching a larger audience.
Content syndication is a growth marketing strategy that can be used to achieve many goals .
Fundamentally, you can enhance reach, but the key to effective content syndication is choosing platforms that can connect you with an audience that is ready to make a purchasing decision.
This is where content syndication becomes performance marketing.
There are various approaches these platforms can take when syndicating content.
They can choose to:
- Republish the work in its entirety.
- Edit it down to a shorter piece.
- Post a small excerpt from the original.
Credit is assigned to the original publishing location, but syndication benefits both parties: the syndicate gets new content and the business that created the original content gets to connect to a new set of potential customers.
Who Can Benefit from Content Syndication?
Almost any business can benefit from content syndication if the right syndicate and audience are available.
However, businesses that are already creating substantive and creative thought leadership content are best positioned to see an immediate benefit.
B2B technology brands are frequently in the position of having excellent content but no established audience to read it.
Why Use Content Syndication?
If you have great content but are not reaching a large audience, you need to focus your efforts on improving reach.
Content marketing without an audience is a waste of resources.
Syndicating to a third party can allow you to get more use of your content by placing it in front of the types of people you want to attract as customers.
There are also content syndication platforms that can help businesses build awareness among a core audience, but also establish themselves as thought leaders.
The best strategies will consequently generate leads and grow their bottom line through the application of intent and account-based marketing approaches.
The syndication of content is just the first step in connecting with potential buyers.
There are also plenty of secondary benefits.
Syndication can help boost organic and referral traffic to your web properties, as links from authoritative websites indicate a high level of quality from your content.
For example, if your content is published on a media publication, any links you receive back to your website can help boost your domain authority, helping you rank higher for organic search terms.
Your online presence and brand recognition will also grow as long as you continue to publish consistent, quality content.
It will then be easier to reach out to other industry experts for further opportunities to distribute or cross-promote your content.
In a crowded market, publishing your content on several platforms with large and appropriate audiences can solidify your role in your industry and help differentiate your brand.
On another level, content syndication demonstrates the importance of content within an organization.
When content syndication is so closely aligned with performance, it becomes a powerful tool for:
Proving to Business Leaders That Content Drives Value
Syndication draws a direct line between the perceived and actual worth of content as a lead generation tool.
There is no faster and more effective way to demonstrate the business value of thought leadership.
Achieving Revenue Goals
Content marketers are largely judged by their ability to generate revenue for their business.
Content syndication drives actual, tangible revenue through thought leadership, while also making it much easier to attribute revenue to individual pieces of content or campaigns.
Connecting with a Larger Audience
Content marketers are creators, driven by an urge to connect with an audience.
Content syndication is a way to ensure that content is seen by those that can appreciate its value.
By enhancing reach, marketers can improve brand recognition and improve stickiness for all efforts.
How Does Content Syndication Work?
There are easily over 50 companies that provide content syndication as a service.
For most, the process is fundamentally the same.
These companies operate on a Cost Per Lead (CPL) basis.
They customize targeting for each campaign with the aim of presenting content only to the most suitable audience.
Typically, the more specific the targeting, the higher the CPL.
With any partner, the goal should be to test their capabilities by starting with a small budget, and then evaluate and repeat to optimize results.
The best partners will help you do that work, and use their experience to help minimize risk and maximize yield.
Many syndicates do not provide service support.
However, the industry is evolving.
Growth enabled by content syndication must go beyond publication.
Intent marketing and account-based marketing approaches utilize the reach that content syndication provides.
They bring that prospective audience down the funnel by incorporating precision targeting methods that focus on prospects that are ready to buy or working within targeted businesses.
There are also other forms of content syndication, such as:
Some blogs and news outlets use syndicated content as the backbone of their editorial output.
As a content creator, you simply need to reach out to the publication and see if they are interested in republishing your content.
Social syndication involves two companies agreeing to promote the other’s content on their respective social media channels.
This is another straightforward tactic, as sharing on social media requires little effort and most businesses have connections to peers and partners who will be willing to cross-promote.
This is when two or more companies collaborate on a joint promotional effort.
All parties share the effort of creating and promoting a piece of content and then share any leads that are generated from co-marketing.
Where Should You Syndicate Your Content?
Like any other marketing strategy, the success of your content syndication will be determined by the tactics you use.
The first step in achieving your syndication goals is to decide upon the source of your content.
This will more than likely be your proprietary content, but content published elsewhere (such as a corporate or executive LinkedIn page) are also appropriate and valuable.
Search Engine Journal, for example, allows guest bloggers to syndicate their posts, provided they wait two weeks after the date of publication.
Look for specialized content syndication players that have experience in helping their clients find the best possible outcome.
Types of Syndication Outlets
Consider syndicating content on several platforms or networks, to increase your potential audience reach.
Several multi-author publications openly accept syndicated content and allow you to republish whole or partial articles as well as connect your blog’s RSS feed.
Business 2 Community and Social Media Today are two popular syndication sites for business-related topics.
Blogging platforms allow users to create their own blog on the platform’s website.
They are a great option for syndicating content as they have their own built-in audiences and you can dictate the volume and cadence at which you would like to publish.
Content syndication networks help you distribute your content by placing recommendation links across their network of blogs and news sites.
Many syndication networks partner with authoritative websites and can help get your content in front of a massive audience.
Many of the top social media platforms have the option to publish your content directly onto the platform, including Facebook’s Instant Articles and LinkedIn’s Publishing Platform.
These are great options as you’ll have access to content discovery features and analytics, and can optimize your posts for social sharing.
Popular Syndication Outlets
Outbrain is a content marketing platform that serves up your work as recommended content on large media outlets like CNN, MSN, and ESPN.
Taboola is another content discovery engine that helps you by recommending your content on websites that will yield the best engagement.
Taboola merged with Outbrain in 2019 and mostly serves large scale publishers such as USA Today, NBC, and Bloomberg.
INFUSEmedia’s network of 30+ publications covers verticals including software, IT, healthcare, mobility, and many others. (Disclosure: I am the founder and CEO of INFUSEmedia.)
When Should You Republish Your Content?
Content syndication should be an “always-on” part of your growth strategy.
Businesses should always be looking for the opportunity to drive high-quality traffic to good content and to generate leads.
Timing is key.
If the content is originally posted on a platform that you own, you’ll want to wait to syndicate until after the original version is indexed by search engines.
Depending on the authority of your site, you may even want to wait for the content to rank high before choosing to syndicate.
This is because your syndicated version can easily outrank the original if you syndicate to websites with much higher authority.
As any brand marketer knows, preserving and enhancing your brand authority is paramount.
How to Improve Your Content Syndication Strategy
Now that you have a better understanding of the basics of content syndication, you can begin finding the right syndication partnerships and creating the best content to connect with your target audience.
Here are three steps to help you succeed with your syndication strategy.
1. Master Your Outreach
Relationship building is an important part of establishing connections with the right syndication partners.
After you find publications that will help you reach your target audience, you’ll want to research them to learn about their style and other types of content on their website.
Once you have a better understanding of each publication, you can send a highly customized outreach message that will increase the chances that they will accept your syndicated content.
2. Syndicate ‘Up’
When syndicating your content, you should focus on partnering with syndicates that provide access to a larger audience than your own.
Audience size and quality is the major factor in being able to drive revenue at scale.
These partners will have established themselves as industry leaders in your field.
Their partnership will help you improve the reputation of your brand while developing your own authority and that of your thought leadership.
As this happens, it will be easier for you to find other partners willing to syndicate your works, and your business can gain momentum as your content is distributed across a variety of outlets.
As I mentioned earlier, syndication can also provide valuable backlinks that can improve the domain reputation of your website, helping you to gradually improve your SEO and the ability to attract organic visitors of your own.
3. Evaluate & Improve
Strategy is not a set-and-forget factor.
The goal of any campaign should be to constantly evaluate and improve outcomes by refining your approach.
For content syndication, the true determining metric of success is return on investment (ROI), but this can take time to ascertain.
The metrics that allow for ongoing evaluation and optimization relate to the quality of leads that you generate from your content syndication efforts.
To understand lead quality, pay attention to factors such as:
- Engagement rate: The number of opportunities that your sales executives can connect with or engage.
- Qualification rate: The number of opportunities that met the qualification criteria.
- Conversion rate: The speed at which qualified opportunities convert across the sales pipeline when compared with other channels.
- Win rate: The number of opportunities that convert to customers.
Consider secondary factors, also.
Brand lift and traffic can indicate campaign success, even if it is not easy to identify ROI for those outcomes.
Content syndication is the fastest way to make your content work for you, even at the earliest stages of your content marketing efforts.
Not only is this a way to generate revenue and directly impact your business’s bottom line, but it creates longstanding and ongoing equity by elevating your brand.
Reward your investment in content marketing with an audience that appreciates its value and can create value for your business.
- How Content Syndication Affects the Performance of Your Original Content
- Content Distribution: Getting Started in 9 Simple Steps
- Content Marketing: The Ultimate Beginner’s Guide to What Works
Alexander Kesler is a visionary B2B digital marketer and an effective CEO with over 20 years of experience in building ...
Subscribe To Our Newsletter.
Conquer your day with daily search marketing news.
- Web Share API
- Search Search Please fill out this field.
What Is Web Syndication?
Web syndication and link building, web syndication and paid traffic, the bottom line.
- Marketing Essentials
Web syndication is a marketing strategy for websites that grants a right or license to broadcast or distribute content from one site to another. The most common example of web syndication is a content licensing arrangement between two or more Internet companies in which one company provides content to be published and promoted on the other's website.
- Web syndication is a marketing strategy that involves licensing the rights to broadcast or distribute content from one Internet site to another.
- Web syndication usually occurs between smaller, content-producing sites and larger websites that have built-in audiences.
- The content site increases its exposure and traffic and the distributing site is able to attract more users by providing more content.
- Search engine optimization (SEO) is one of the benefits of web syndication because it allows additional traffic to reach the content-producing site due to the links and codes embedded in the files.
- Content-producing websites can also pay for syndication to have their material showcased in high-traffic areas, such as Facebook or Instagram, or the top searches in Google and Yahoo.
Understanding Web Syndication
Web syndication is generally a free arrangement that's equally and mutually beneficial to both parties. Syndication increases the exposure of the website that provides the content and it may provide considerably more traffic for very little to no cost. The practice can make the content syndicator's websites more attractive to users by providing more in-depth information.
This relationship is especially common between niche, low-traffic, content-producing websites and larger websites that have large, built-in audiences, but they may not have the capability to create specialized, in-depth content.
Web syndication is the online version of content sharing that's been going on since the early days of print, radio, and television.
When a show originally aired in the early days of television, it was produced by and shown on just one network. The original network licensed it out or syndicated it after the show's conclusion, allowing another network to air it for a fee.
The one element that guides all syndication is the ability to access a larger audience for whatever content is being syndicated.
Web syndication is a key tool in link building. The links embedded in a piece of syndicated content will drive traffic back to the originating website with search engine optimization (SEO). The additional web traffic that syndication can provide can help the content-providing website improve its search results and overall site ranking in an Internet search.
Web syndication may allow the company providing the content to earn additional page views and exposure to its content and its website. The benefits for the site hosting the provided material are fresh content to appeal to consumers and additional traffic. Web syndication is also sometimes referred to as "content syndication."
A website might sometimes want to pay for syndication to get its material placed in a specific location on a high-traffic site. The bigger the distributor's site, the greater the fee usually is. Such distributors include Yahoo and Google, as well as social media platforms like Facebook and Twitter .
There are also content syndication networks that can help bloggers spread their content. These are often seen at the bottom of web pages as "related posts" or "similar articles from around the web" and they include providers such as Outbrain, Nativo, Zemanta, and Taboola.
It's usually noted on the platform when a content-producing site pays for traffic. It may be stated that the content is an "ad" or "sponsored" on social media and similarly on search page results. The post or content might be at the top of the page and noted as a "sponsored ad."
The cost of paying for traffic is significantly less than the traditional cost of advertising space on radio or television. It costs just a few dollars to advertise content on Facebook or Instagram, but this is different from true web syndication that relies on licensing agreements.
Frequently Asked Questions
What do sites gain from web syndication.
The distributing site attracts more users because it's able to provide more content. The content site also increases its traffic and exposure.
Do sites have to pay for syndication?
Web syndication is often free but sometimes a fee is charged by high-traffic sites. The fee usually increases based on the size of the distributor's site because the content provider is paying for traffic. Paying for syndication can ensure premium placement on a high-traffic site and the fee is often less than paying for advertising.
Are there any limits to the types of content that can be syndicated?
It depends on the distributor. Product videos, images and descriptions are typically accepted. The distributor should tell you upfront what it will or will not accept, but it may simply adjust your copy and images to meet its standards.
Web syndication is a content licensing agreement between Internet companies. One company provides content to be published and promoted on the other company's website, sometimes in exchange for a fee. The arrangement can provide benefits to both parties, and the cost can be much less than standard advertising on radio or television or in print media.
Harvard Business Review. " Syndication: The Emerging Model for Business in the Internet Era ."
Pathfinder SEO. " What Is Content Syndication & How Does It Impact SEO? "
Wizard of Ads.org. " Finding the Right Mix of Organic and Paid Traffic ."
Sectors & Industries
- Terms of Service
- Editorial Policy
- Do Not Sell My Personal Information
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
WebSolvant New Delhi Web Designers and Developers Company
WebSolvant March 19, 2018 Content Marketing Comments Off on Web Syndication 3,680 Views
Syndication refers to the websites providing information and the websites displaying it. For the receiving site, content syndication is an effective way of adding greater depth and immediacy of information to its pages, making it more attractive to users. For the transmitting site, syndication drives exposure across numerous online platforms. This generates new traffic for the transmitting site — making syndication an easy and relatively cheap, or even free, form of advertisement. As Search Engine Optimization has become an increasingly important topic among website owners and online marketers, however, content syndication has become a highly effective strategy for link building.
Links embedded within the syndicated content are typically optimized around anchor terms that will point an optimized link back to the website that the content author is trying to promote. These links tell the algorithms of the search engines that the website being linked to is an authority for the keyword that is being used as the anchor text. However the recent rollout of Google Panda’s algorithm may not reflect this authority in its SERP rankings based on quality scores generated by the sites linking to the authority.
History of Web Syndication Technology
The basic idea of restructuring information about web sites goes back to as early as 1995, when Ramanathan V. Guha and others in Apple Computer’s Advanced Technology Group developed the Meta Content Framework (MCF).
Nowadays, many different types of content are syndicated on the Internet. Millions of online publishers, including newspapers, commercial websites, and blogs, now publish their latest news headlines, product offers, or blog postings in standard format news feed.
Web Syndication as a Commercial Model
In addition to freely distributed material, some broadcasters and others use similar methods for the controlled placement of proprietary content on multiple partnering Internet destinations. In addition to web feeds, such commercial syndicators may use other methods to distribute their content such as Reuters, Associated Press, All Headline News, and PreviewNetworks.
Such commercial web syndication borrows its business models from syndication in other media, such as Print, radio, and television. Primarily, syndication arose in those other media so that content creators could reach a wider audience. In the case of radio, the United States Federal government proposed a syndicate in 1924 so that the nation’s executives could quickly and efficiently reach the entire population. In the case of television, it is often said that “Syndication is where the real money is.” Additionally, syndication accounts for the bulk of TV programming.
- by business models
- by types of content
- by methods for selecting distribution partners
Types of content syndicated include RSS or Atom Feeds and full content. With RSS feeds, headlines, summaries, and sometimes a modified version of the original full content is displayed on users’ feed readers. With full content, the entire content — which might be text, audio, video, applications/widgets or user-generated content — appears unaltered on the publisher’s site.
There are two methods for selecting distribution partners. The content creator can hand-pick syndication partners based on specific criteria, such as the size or quality of their audiences. Alternatively, the content creator can allow publisher sites or users to “opt in” to carrying the content through an automated system. Some of these automated “content marketplace” systems involve careful screening of potential publishers by the content creator to ensure that the material does not end up in an inappropriate environment.
Just as syndication is a source of profit for TV producers and radio producers, it also functions to maximize profit for Internet content producers. As the Internet has increased in size it has become increasingly difficult for content producers to aggregate a sufficiently large audience to support the creation of high-quality content. Syndication enables content creators to amortize the cost of producing content by licensing it across multiple publishers or by maximizing distribution of advertising-supported content. A potential drawback for content creators, however, is that they can lose control over the presentation of their content when they syndicate it to other parties.
Distribution partners benefit by receiving content either at a discounted price, or for free. One potential drawback for publishers, however, is that because the content is duplicated at other publisher sites, they cannot have an “exclusive” on the content.
For users, the fact that syndication enables the production and maintenance of content allows them to find and consume content on the Internet. One potential drawback for them is that they may run into duplicate content, which could be an annoyance.
Web Syndication and e-Commerce
Similar to syndication of proprietary content, web syndication has been used to distribute product content (feature descriptions, images, specifications, etc.). Given that manufacturers are regarded as authorities and that most sales do not happen on manufacturer Web sites, best-in-class manufacturers take their best content and enable other retailers or dealers to publish the information on their sites. By syndicating content, a manufacturer is more likely to pass consistent and often comprehensive information to channel partners. Such web syndication has been shown to generate an increase in sales.
Web syndication has been increasingly used as a way to syndicate online news content to websites, too as part of Search Engine Optimization techniques. Adding news content lets websites target specific keywords that could cost a fortune in PPC campaigns absolutely free. Also, by the very nature of writing about a topic — for example the UK housing market — you naturally cover other keyword variations in the same page, e.g. house prices, mortgages, first-time buyers — all in one page: all keywords that someone interested in the UK housing market could type into a search engine also. Done on a daily basis, over time, news content will improve your search engine ranking considerably.
There are several companies that specialize in providing the infrastructure for this type of content syndication. These include TIE Kinetix, Zift Solutions and Webcollage.
Tags Brand Promotion Company in New Delhi Brand Promotion Company in Pitampura Brand Promotion Company in Rohini Brand Promotion Company in Wazirpur Brand Promotion Help Articles Brand Promotion Tips & Tricks Brand Promotion Tutorial for Beginners Content Marketing Company in New Delhi Content Marketing Company in Pitampura Content Marketing Company in Rohini Content Marketing Company in Wazirpur Online Marketing Company in New Delhi Online Marketing Company in Pitampura Online Marketing Company in Rohini Online Marketing Company in Wazirpur Online Marketing Help Articles Online Marketing Tips & Tricks Online Marketing Tutorial for Beginners Website Promotion Company in New Delhi Website Promotion Company in Pitampura Website Promotion Company in Rohini Website Promotion Company in Wazirpur Website Promotion Help Articles Website Promotion Tips & Tricks Website Promotion Tutorial for Beginners
10 Big Benefits of A Busy Business Blog (And How To Take Advantage)
March 2, 2018
Thanks for your message! We'll be in touch shortly.
What Is Content Syndication? 14 Networks and Platforms To Know (Infographic)
Whether you’re a B2B marketer or a B2C content creator, your main goals include getting the word out about your brand and supporting demand generation among your target audience. If you’re already taking an SEO-driven content marketing approach, a content syndication strategy can help you amplify your message and drive traffic to your website.
Let’s explore what content syndication is, why it’s a valuable marketing tactic and how you can choose the right syndication partner.
What Is Content Syndication?
Content syndication is a process in which third-party sites republish content that originally appeared on your company’s blog. Syndication is useful for content publishers just beginning a new marketing strategy as well as veterans who want their name or brand to be associated with thought leadership. Sites within a syndication network can publish your articles, videos and graphics as native content, while giving you credit and linking back to your original post.
As a marketer, you can take advantage of web syndication in a variety of methods. For instance, you could produce an original guest post for a platform that offers B2B content syndication services. Or, you could duplicate content in an SEO-driven blog post from your own website using a syndication platform.
A thoughtful syndication strategy can offer a wide variety of benefits to businesses and busy content marketing professionals:
- Your marketing messages can reach even more potential customers, thanks to the large audiences a content syndication network can provide access to.
- By reaching audiences who are looking for solutions like yours, syndicated content can accelerate lead generation.
- Syndicated content can give your online presence an SEO boost since each piece of duplicate content will feature a backlink to your own website.
- A content syndication campaign can save marketers a lot of time while driving bigger and better results than each individual piece of content ever could.
Does Content Syndication Harm the SEO Value of Your Content?
A syndicated piece of content is essentially duplicate content. It will include the same copy as the original article on your blog, word-for-word. You may see slightly different formatting conventions, or perhaps a fresh title and new images when your piece appears on another website. But beyond that, it’s the same.
Although harnessing the power of duplicate content can sound like killing two birds with one stone and cutting your content marketing efforts in half, there are some risks to be aware of. Selecting the right content syndication network can help minimize these risks and ensure both your original article and the duplicate content retain their SEO value.
If you’ve been publishing web content for any length of time, you probably know that problems can occur when you publish duplicate content. Generally, search engine algorithms will determine which copy of the content is most relevant to user search intent and will only index one instance.
Content syndication networks get around this challenge by telling the search engine where the content originally came from, so that the original publication gets indexed and receives all of the SEO benefits.
The most common way to ensure your syndicated content remains SEO-friendly is to partner with syndication service providers that implement the rel=canonical tag on their sites. Essentially, this tag tells the search engine that there are multiple versions of the page and only the original should get indexed. The rest will remain accessible to users, but you won’t take a hit on your SEO benefits. Adding a meta noindex tag to a page serves a similar function.
Are Paid Content Syndication Networks Better Than Free Solutions?
The short answer: No. There are many great syndication partners that can help your content generate greater levels of audience engagement. Paid service providers utilize a cost-per-click pricing strategy similar to Google Ads. You select a campaign budget and bid rate, then the automated system distributes your content to third-party sites until your budget cap is met. The process is easier for you, but the end results often look spammy to users.
Subscribe to The Content Marketer
Get weekly insights, advice and opinions about all things digital marketing.
Thanks for subscribing! Keep an eye out for a Welcome email from us shortly. If you don’t see it come through, check your spam folder and mark the email as “not spam.”
Free service providers tend to be non-automated and may require you to pitch your content to the site’s editorial staff. However, there are plenty of options that allow you to syndicate your content in a few easy steps and without any approval necessary. In these cases, you need to have a thorough understanding of the site’s audience and the type of content that will most appeal to those readers.
Content syndication is a useful strategy for getting more eyes on your content. A 2017 Salesbox survey found that 65 percent of B2B marketers use syndication networks and platforms as a core lead gen tactic.
Here are 10 great content syndication providers with free service offerings:
Pricing model: Free
Quora is a social media platform that allows users to ask questions that can’t be answered with a simple Google search. Quora users create a profile that shares their professional experience and personal hobbies, which establish their authority on a given subject. Users can upvote answers, lending further credibility to the information they contain.
Quora also provides a blogging platform that is tailor-made for writers who haven’t yet developed an audience. Likewise, bloggers on Quora don’t have to do as much heavy SEO work because the platform makes it easy for users to discover content. This allows writers to focus on creating compelling and valuable content. B2B leaders can utilize this platform to share their company’s blog content and start conversations with relevant, engaged readers.
Medium is a platform that gives writers and businesses a space to publish feature-rich articles. Readers can access a handful of stories for free each month, or sign up for a subscription, much like media outlets like The Washington Post or Huffington Post. The site is free to publish on, which makes it a valuable tool for marketers who are still developing their audience.
If you have content on your company blog that you wish to share on Medium, you just have to import the content by pasting its URL into Medium’s blogging tool. The site will automatically format your written content, images and links and apply the necessary meta tags to ensure search engines recognize your website as the original copy.
SlideShare is a platform designed to help thought leaders share their expertise with a wider audience. Purchased by LinkedIn in 2012, SlideShare is consistently within the top 100 most-visited sites in the world.
You can share PowerPoint presentations, documents, videos and graphics. SlideShare’s sophisticated search functionality then makes it easy for your target audience to find your content. It’s a great way to build thought leadership. The site’s connection to LinkedIn also makes it easy to boost engagement metrics because you can share your SlideShare content with your professional network in a single click.
LinkedIn itself can be a highly useful content syndication and distribution platform. You can republish your blog posts as LinkedIn articles which will populate your connections’ news feeds. LinkedIn is ideal for B2B marketers, because the platform is designed for business people.
Not only can you share your expertise with people already within your network, but also with people in your secondary professional network. For example, if you share a blog post with your network and five people click the “like” button, it will be distributed to their followers as well. The more people who like and share your content, the more probable it is to gain impressions.
5. Facebook Business
Pricing model: Free and paid
Facebook Business offers organizations and individuals the ability to share content with targeted audiences via free and paid channels. Options include paid advertisements, sponsored posts and audience analytics tools. Generally, these options don’t allow you to fully reproduce your content on Facebook, but you can share snippets and links.
Content marketers can also take advantage of Facebook Groups by posting relevant articles to ongoing conversation threads. This process takes a little more time and resources, but can be a great way to develop connections with other thought leaders.
As with other types of remarketing platforms, Facebook Business can help you take advantage of lookalike audiences. These are users who have not yet interacted with your brand, but who share web surfing habits similar to your current audience. Facebook’s algorithms can target these users and expand the reach of your content.
When content discovery platform StumbleUpon closed its doors in 2018, it moved its services to Mix, a new content curation platform that allows users to create collections of related content and share them with other users. As with sites like Quora, users sign up for a Mix account and select topics they are interested in. Mix then serves up a queue of relevant articles in the form of article cards. Users can add articles to custom collections and share them with others in their network.
Content marketers can upload their feature-rich articles to Mix, create themed collections and then sit back while Mix distributes the content to relevant readers. Mix also offers Chrome and Firefox extensions that allow you to grab URLs from anywhere online and add content to your collections. As a new contender in the content syndication market, Mix is likely to add features as the service matures.
Reddit is a social media platform where users share links to content from around the web. It is one of the most popular websites in the U.S. and around the globe. Reddit is organized into subreddits – communities centered around a specific topic. These range from forums where people share pictures of their pets to industry-specific communities like r/WebDev, where programmers can ask questions about development challenges.
As with some of the other social media sites on this list, Reddit isn’t the best place to fully syndicate your content because you can’t create feature-rich articles. Instead, you can link to your original post and start a conversation about it on the Reddit platform. This can be a great place to build an audience and develop your reputation as a thought leader.
Pricing model: Free and subscription
If you have audio content like podcasts, SoundCloud is a great platform to reach to audiences. Like iTunes, SoundCloud allows you to upload and share your content for free. If you want more features, such as detailed analytics and fine-tuned audio controls, you can sign up for a monthly or yearly subscription.
To be successful, your podcast needs to be accessible by a wide audience. Therefore, it’s best practice to syndicate your audio content on several platforms. If you only publish your podcast through iTunes, you could miss out on a significant number of listeners. Basic skills with RSS feeds will give you the ability to sync iTunes and SoundCloud so you only have to upload your content once.
With over 1.9 billion active users each month, YouTube is the clear choice for video content syndication. It’s easy to create an account and start uploading your presentations, tutorials and informational videos in moments.
The new YouTube Studio feature provides an analytics dashboard to track each video’s performance. You can also gain insights into audience behavior to help you better tailor your content to viewer needs.
YouTube embeds are a great way to display content on your website without the need to host videos on your own server. If you plan on creating a lot of video content, this can be a wiser use of resources.
If you create infographics or other visual content, Pinterest is a useful platform. Compared with other content syndication solutions, Pinterest displays infographics the way they are meant to be seen – not cropped to fit a web template.
You can upload as many pieces of content as you want for free. Paid users can create special pins that allow for more user interaction. For example, Article Pins show a headline, author and description so users can easily determine if the content is what they’re looking for. Pinterest is also one of the best places to share recipes and shoppable product descriptions.
What About Paid Syndication Platforms?
Now that you’ve seen what free content syndication providers have to offer, let’s take a look paid platforms. They may be popular, but we don’t recommend using them as the value they produce is small and the leads they generate tend to be low quality.
Pricing model: Cost-per-click
As one of the biggest content syndication networks, Outbrain generates more than 275 billion content recommendations every month. You’ve likely seen Outbrain content on sites like CNN and Le Parisien.
Outbrain offers an extensive native ad network and content marketing distribution channels. Paid content distributed by Outbrain can take the form of press coverage, blog articles, podcasts, social media posts, display ads and almost any other type of content you can imagine. These often appear as spammy ads at the very bottom of web pages.
Pricing model: Monthly minimum campaign budget
Zemanta is a demand-side native ad platform that utilizes advanced technology to place relevant advertisements in front of readers. Though the company was absorbed by Outbrain in 2017, it continues to operate under its own brand.
This solution can optimize time-on-site and click-through-rate metrics to improve the ROI of each piece of content you produce. Zemanta can also help B2B organizations develop content hubs for specific target audiences – however, we haven’t seen much proof of its ability to generate value.
This solution is free, but it forces you to host a widget on your website that can make your pages look spammy, which can reduce your ROI. ZergNet aims to help content publishers get more traffic by providing an environment that encourages readers to click on links. When you partner with ZergNet, you place a widget on your site that contains links to ZergNet articles. Users click on these links and get sent to a page of articles where they can discover related content.
The more your users engage with ZergNet content, the more free traffic ZergNet will send to your website. ZergNet provides a manual approval process in the middle to ensure that any content appearing on your widget conforms to your organization’s editorial standards. At the end of the day, we don’t recommend this platform because it can drive users away from your site and it’s a little too close to link farming for our tastes.
Like Outbrain, Taboola provides an extensive network of publishers who distribute your content to an algorithmically defined readership. You have control over which sites your content can appear on. For instance, if you don’t want your content to appear next to potentially controversial articles, you can exclude those sites via a simple dashboard. However, if you don’t know which sites are producing toxic content, your brand may appear on those sites for days or weeks before you find out.
Taboola can place content on sites natively so it appears within each site’s feed where readers are focused most. Savvy readers will know these are ads, and the users who do click on them are likely of low quality.
Ready To Amplify Your Existing Content Through a Syndication Strategy?
Whether you’re trying to build an audience from scratch or you want to develop your reputation as a thought leader, syndication networks and platforms can boost the power of your content. Just be smart about which ones you use. See you out there!
Editor’s note: Updated February 2021.
By Alexander Santo
You're subscribed! Look out for a Welcome email from us shortly. If you don’t see it, check your spam folder and mark the email as “not spam."
Top 14 ways to optimize your business youtube channel (video + infographic).
YouTube optimization made easy with several cost-effective SEO tips.
What Is Visual Storytelling? (With Examples + Infographic)
What is visual storytelling and how can your brand use visual media in your marketing? Learn from these visual examples.
Thanks for subscribing! Keep an eye out for a Welcome email from us shortly. If you don't see it come through, check your spam folder and mark the email as "not spam."
No nonsense. Just really good marketing insights.
Sign up to get free weekly resources.
Thanks for subscribing!
Keep an eye out for a welcome email from us shortly. If you don't see it come through, check your spam folder and mark the mail as "not spam."
- ReplyForce Sign In
- Klarity Sign In
- DS Intelligence Sign In
What is Content Syndication?
February 7, 2023
Originally published February 22, 2022
Content syndication can help turn your best content into a powerful lead generation tool.
It is a marketing methodology that allows you to get your content in front of a much larger audience than you would if you simply posted that same content to your website. Your ebook, whitepaper, report, checklist, or webinar can then be used to educate, engage, and qualify leads before they even visit your website for the first time.
For B2B sales and marketing teams, content syndication isn’t just a way to attract more leads, but the right kinds of leads. And according to our research , that’s one of the biggest challenges facing B2B organizations today.
Content syndication is a growing industry, expected to rise from $4.5 billion to $5.3 billion between 2020 and 2027. That means there are a lot of content syndication vendors and platforms out there that can help you republish almost any format of content you have.
We’ll get into that in some detail below. But first, let’s take a moment to revisit the basics of B2B content syndication.
What is Content Syndication?
Like the name suggests, content syndication refers to the strategic republishing of content in more than one location. In the context of B2B marketing, that means partnering with other websites, sharing content on social platforms, and promoting content on syndication networks. Content syndication is the process of distributing your content in a range of ways to reach your target audience.
In many ways, it’s a combination of content marketing and sales prospecting. Most people use content syndication to source relevant, vetted marketing qualified leads (MQLs) for their sales teams. Bear in mind that these MQLs will require a fair amount of nurturing—18-24 touches, in fact—before they’re ready to convert.
Who Uses Content Syndication?
The most successful marketing teams already have a content syndication program in place. In fact, a recent report on the state of demand generation found that content syndication was the fastest-growing lead generation channel, with 44% of B2B tech marketers reporting that their organizations had increased content syndication spending.
Content syndication is nothing new; large websites, magazines, and other widely distributed media use syndicated content provided by smaller publications all the time. Content syndication is appealing because smaller players can tap a wider audience and bank on the reputation of larger companies. At the same time, giants get diverse content without having to spend any resources. It’s also important to note that there are both free and paid options to begin syndicating your content, both of which we’ll explore below.
What are the Benefits of Content Syndication?
You might be thinking, “My content already generates consistent traffic, why should I bother with content syndication?”
When it comes to content, most marketing teams rely on the idea that their ideal buyer will search for a relevant keyword, then visit their article when it pops up on search results. From there, the article makes an offer of an even more valuable piece of content, like an ebook or guide. The hope is that visitor will be so impressed with the offer, they’ll gladly input their information on a landing page form, and voila, the brand new lead gets nurtured in an ongoing email drip campaign and passed over to the sales team
While this strategy can produce results, it also means you’re waiting for your ideal customer to search for a specific key word or phrase at the right time, hoping your article has a high enough rank on Google to get noticed and clicked on, and praying they’ll be engaged enough to give you their contact details when they get there. It’s a high-volume game that takes incredible focus on producing relevant content with high SEO value.
You can also send your latest content to your existing email subscribers to ensure people are aware of it. This can work well for nurturing the audience you’ve already acquired, but you’re certainly not going to find new leads by only talking to your existing list.
Content syndication goes beyond these manual approaches to content marketing.
The practice combines content marketing tactics—creating great content that provides a ton of value for your ideal customer—with a more proactive approach, including tactics like account-based marketing, data-driven prospecting, and real-time, contact-level intent signals.
By using content syndication, you can start matching your best content with the most relevant prospects for your business who are in the market for your solutions.
Content Syndication Benefits
- Scalable ROI. Content syndication will boost the return on investment of your content by using it to funnel leads into your pipeline, but more importantly, it’s able to be planned out, far in advance, and aligned with your growth goals as an organization.
- Brand engagement. Republishing your content to one or more different websites expands its reach to larger audiences. This wider exposure helps to scale awareness of and engagement with your brand. Best of all, it’s a solution for both marketing and demand generation teams.
- Customizable Audience. Content syndication can be tailored to address your specific audience of buyers, eliminating the risk of unqualified leads entering your sales funnel.
- SEO. Content syndication allows smaller publishers to piggyback on the authority and SEO reach of the larger platforms or publishers who might republish their content.
Getting Started with Content Syndication
Once you understand the benefits of targeted content syndication, you’ll want to consider the best approaches to getting started with this powerful lead gen channel.
You can try to build syndication capabilities internally, of course. In addition to the resources it requires to produce quality content driven by powerful storytelling, you’ll need to create tools, methods, and contacts to distribute your content to a broader audience. Many companies do this via their existing email marketing platforms and lists.
Part of the DIY approach includes finding the right publications, pitching them your content, and building relationships with publishers that are in your industry. There are plenty of publishers that offer native advertising or contributed content platforms that enable you to syndicate your content to their usually-larger audience— think Forbes, Harvard Business Review, Inc., Business Insider, and the like. These platforms each have their own specific guidelines and submission processes, and their editors receive dozens if not hundreds of pitches and articles a day, so be prepared and be patient.
There are a lot of both free and paid content syndication platforms out there that can help you syndicate different types of content. Do your research, find an outlet that fits your needs, and before you know it, you’ll be pushing your great content out to a wider audience while strengthening your online reputation and generating consistent traffic and leads.
Working with Partners
The other option is to outsource your content syndication processes. This approach means you partner with a company that already has a solution and system in place. This provider will help you devise a plan to reach the best targets from an existing, accurate database so you can attract the most qualified prospects possible.
A great content syndication partner will go beyond basic contact information and track multi-source intent data as well. Intent data reveals businesses that have already expressed an active interest in a solution to a problem or are already ready to make a purchase. That allows you to reach accounts when they’re most interested in solutions and services like yours, giving you the chance to engage with potential customers early, build trust with them, and stay ahead of your competition.
Free Content Syndication Options
When you’re getting started with content syndication, there are the obvious, and free, social media platforms you’ll want to take advantage of: Facebook, LinkedIn, Twitter, and Instagram, for instance. But here are some platforms that might not immediately come to mind when thinking about leveraging existing material as part of your B2B content marketing efforts:
What started out as a forum and a social media platform is now one of the most popular websites in the world. It’s currently the tenth most-used social networking site in the US, actually. Reddit now has more than 430 million monthly active users and 50 million daily active users.
It’s organized in 2.8 million “subreddits,” which are communities revolving around a certain topic. These topics can be literally anything under the sun—cat memes, sitcoms, cybersecurity, software programming, even specific companies/brands have their own subreddits.
There’s sure to be a subreddit with your target market, and they are definitely engaging with one another. Just be careful with the self-promotion. Redditors don’t like being marketed to in the wrong context.
Quora is the most popular Q&A site on the planet. For each question that’s popped into your head, Quora likely has answers provided by thousands of its users.
As the premier place to find answers, your target audience may be asking questions related to your business or industry on Quora.
As an expert in your field, you can use Quora to provide value to users and promote your website at the same time. You can do this by using existing text content, such as blog posts, to answer questions you see asked on the site. Provide genuine value by pulling out a relevant response from your article, rather than only linking to it. The link should feel secondary to the value of the answer you give on-platform.
YouTube has a ubiquitous online presence, as you know. Aside from attracting millions of visitors looking for their video content fix, YouTube content constantly shows up on Google searches and social media feeds.
For this reason, it’s worth leveraging YouTube’s reach to help promote your business to your target audience.
For those just starting out, tools like InVideo can be used to transform your blog posts into short videos. Simply plug in the URL of your post and the tool will convert it into a short video that you can upload on your channel and share online.
If you run webinars and online presentations, you should also upload them to your YouTube channel to showcase your expertise to a wider audience.
When it comes to slideshow presentations, SlideShare is the content syndication platform. For years it’s been where the biggest and brightest speakers upload their B2B presentations for everyone to view.
If you’ve got existing presentations about your business, you should definitely be uploading them to SlideShare. If you haven’t created presentations before, you can create them by repurposing existing content using Canva’s free presentation slide templates.
You can also upload infographics on SlideShare to maximize views of your visual content.
Pinterest is a social media network that allows users to curate images they love by pinning them into their collections.
Infographics are an example of something you can share on Pinterest— linking them back to the blog posts they originally featured within.
If you’re not yet creating infographics, you can quickly turn your blog posts into them using an online tool such as Canva. A free account will give you access to hundreds of templates to choose from. Even without design experience, you can create professional-looking infographics using Canva’s drag-and-drop builder.
Medium is already pretty well-known both as a content platform and an app that syndicates content and sends personalized recommendations to readers based on interests. There are around 100 million monthly active readers on this platform, with almost half (49.56% to be exact) of traffic coming solely from search. This showcases Medium’s ability to get in front of audiences who are looking for something with intent.
With Medium, you can directly republish your articles as blogs so your business can start building a reputation as a contributor to a certain subject. In fact, you can import your original content by pasting its URL in Medium’s blogging backend. Medium will automatically format everything and even apply the meta tags so search engines will still be able to point to your website as the original source of the content.
Paid Content Syndication Options
Paid content syndication is when you pay to promote your content to your ideal audience. Paid content syndication will increase the reach of your content and, when done correctly, can increase the ROI of your content by turning it into fuel for lead generation.
If you’ve tried the free route to lackluster results, it’s worth researching paid content syndication options. Especially in the B2B space, where the timing of connecting with the right buyers at the right time can be more than a little challenging. The key, of course, is selecting the right partner.
Content syndication networks can help you distribute content to innumerable news and blog sites within their respective network. You can use B2B content syndication platforms like Outbrain, Taboola, ARC XP, and PureSyndication to support your specific business objectives.
How Paid Content Syndication Works
While it will vary from vendor to vendor, you should be able to do the following with any paid content syndication partner:
1. Choose your target audience. In the DIY model, zeroing in on the right audience often determines which websites you will syndicate to. With a dedicated, paid syndication service, you choose the audience you want to target with multiple points of precision, usually based off your existing ICP.
2. Build a campaign using your best content. Ideally, you should syndicate content that has successfully generated leads, converted readers or boosted sales. Any type of content is eligible for content syndication. But the goal is to support prospects throughout their entire customer journey, so it’s important to create or repurpose quality content that’s pertinent to specific areas of the sales funnel. Note also that you’ll likely have to build landing pages for your content syndication campaigns to drive leads to, so they’ll be able to register and download your great content!
3. Track program performance. You want to be able to identify strategic elements in need of improvement, top-performing assets, and such metrics as readership, social sharing and engagement. All of this is easier with a dedicated content syndication partner; the best of them track performance as part of their SLAs.
4. Develop a nurturing program. You should have a structured nurturing campaign already in place to ensure these leads receive a response quickly to identify what additional content should be used to further develop the lead, and which ones will ultimately merit a follow-up from sales. Again, this is a lot easier again with a dedicated content syndication partner, because they often do this for you — with qualifications based on your specific requirements, but also with such data-driven prospecting tactics as contact validation, actionable buying signals and confirmed connections (i.e., identifying potential buyers who have responded to email or answered the phone within a 30, 60 or 90-day period).
For an in-depth look at why it’s so important to find the right partner in this space, check out our blog post on “ How to Choose a Content Syndication Vendor .”
How Does Content Syndication Fit Into Your Larger Marketing Strategy?
We’ll assume at this point that you already recognize the power of content in your marketing funnel. Whether you’re creating weekly blog posts or in-depth whitepapers, you know that content can be a powerful way to attract new customers, or nurture leads in your database.
It’s a standard practice in marketing to allocate 25–30% of your total budget for content marketing. And in the B2B space, 71% of organizations perceive the value of content marketing to be accelerating in their respective sectors.
As a means for building brand reputation, educating potential customers, and direct lead generation, content syndication is a key part of your successful B2B marketing strategy.
Boost Return on Ad Spend (ROAS)
If you’re running paid ads (on Facebook, LinkedIn, Google, or elsewhere) but aren’t seeing the Return On Ad Spend that you hoped to achieve, it may be a sign that you need to find new or better ways to connect with your target audience. Compelling and conversion-driven storytelling can keep visitors engaged throughout their buyer’s journey, tap into their pain points and offer real solutions. The best paid content syndication vendors will offer guaranteed leads that match your ICP, and once you tailor your ads to speak to (and offer content that addresses) the pain points of those customers, the conversion rates of your ads should improve.
Save In-House Resources to Build Your Marketing Engine
When you’re only relying on free channels to syndicate your content, you need an in-house team with the capacity to handle it. If you’re committed to fully promoting every blog post, whitepaper, podcast, or webinar you publish, then you’ll need to accept that your team will have less time for content creation and other work. Or you’ll need to staff up to handle the extra volume. One significant benefit to paid content syndication is that once you’ve launched your campaign, it will be promoted to your target audience at the best possible times to increase engagement with no additional work on your end.
Increase Both TOFU and BOFU Leads
One of the best parts of an effective content marketing program is that it promotes your business organically, allowing you to attract highly qualified leads to both the Top of the Funnel (TOFU) and Bottom of the Funnel (BOFU). While that may sound simple in theory, it’s really not. It takes a lot of time to plan and develop a productive lead nurturing strategy, produce all of the necessary relevant content, and continually evaluate the leads you nurture as they move down the sales funnel. With a paid content syndication vendor, you can create content with your audience already in mind and can have complete control over when it’s promoted to that audience, regardless of funnel stage.
Improve Your ABM Campaigns
91% of companies using account based marketing (ABM) increase their average deal size, often by up to 50% or more. Why? Because it’s the best way to target and engage with key decision-makers at companies who you’ve pre-qualified and are confident will get value from your solution. Paid content syndication goes hand-in-hand with ABM because with it, you can systematically promote your content to the right decision-makers at the right time. This also works especially well if you’re combining your campaign with intent data, and targeting leads when they’re actively in-market, pursuing solutions to problems they’re facing.
Want to know which content syndication strategy is right for you? Download our whitepaper, “ A Marketer’s Guide to Effective Content Syndication .”
The Content Part of Content Syndication
A practical guide on how to create content for your content syndication…
10 Tips for Choosing a CRM System
“My customers are my greatest assets.” Should be both mantra and battle…
Six Steps to Lead Generation Through LinkedIn
In just about any marketing space, content reigns king. It’s the main…
Get the latest content from DemandScience in your inbox.
A practical guide on how to create content for your content syndication campaigns.
“My customers are my greatest assets.” Should be both mantra and battle cry for the modern business. In…
In just about any marketing space, content reigns king. It’s the main driver for top funnel leads, especially…
6 B2B Content Types to Generate Quality Leads
In a 2014 study by Acquity Group, 94% of business buyers reported doing some form of online research…
Data Collection Is Critical for Lead Generation
It’s no secret that marketers are constantly on the lookout for new business leads, since lead generation efforts…
10 B2B Growth-Hacking Tactics for Lead Generation
Growth hacking is one of the most wide-spread “secrets” of small business start-ups. Its meaning can sometimes get…
PureIncubation Named to the 2016 BBJ Fast 50
Pure Incubation makes The Boston Business Journal Fast 50 list. Topsfield, MA – The Boston Business Journal (BBJ) announced…
An Inquiry vs. a Lead: What’s the Difference?
Many marketers and sales people assume that inquiries and leads are one and the same, but in fact,…
Outbound vs Inbound Lead Generation Infographic
At the beginning of every lead generation initiative, it’s important to understand the difference between inbound and outbound…
Plan your SharePoint communication site
SharePoint communication sites are designed to inform and engage. Unlike a team site, where the primary goal is to collaborate to create content with a small group, the primary goal of a communication site is to inform readers – primarily for them to read, not create.
Need to create a team site ? You can still follow the guidance in this article, but understand that a team site generally has a much smaller audience with very specific goals and tasks that need to be accomplished. Communication sites are designed for broad communication.
Communication sites provide great way to:
Share information with dozens or hundreds of people – or your entire organization
Showcase the services your group offers or tell a story about a new product launch to the organization
Share news in a visually compelling format
Communication sites and intranets
If you are building an intranet, communication sites provide the primary type of site that you will use. Therefore, you can expect your communication sites to get broad readership. When sites attract broad audiences, it’s important to ensure:
Thoughtful governance - Site design practices and follow the governance guidance provided by your organization
Topic-specific sites - Your intranet will consist of many communication sites specific to each topic, function, service, program, or initiative. If you have a different group of people responsible for a topic or function, consider creating a separate communication site.
Well-planned home site - A home site is a communication site that you create and set up as the top landing page for all users in your intranet. There are some special considerations for planning your home site.
Understand your audience
Think of each communication site as an opportunity to tell a story to your readers. A great communication site starts with understanding the reader. Think about these questions as you plan your site:
Who are your viewers? What are they looking for?
What do they want to learn or do? What are the top tasks they need to perform based on the services you provide? (Think about their top tasks, not just what you want them to see. Think about the top questions or phone calls that you get – the questions you get can provide some insights about what your readers need or can’t find easily on your current intranet.)
What terms make sense to them? Remember, your readers don’t know as much as you do about your content – so you need to think about their “language” and terms that mean something to them.
What outcomes do you want to achieve? How will you know if your site is successful?
Do you have a global audience? Does your site need to be presented in more than one language? If so, be sure to review how to create multilingual communication sites, pages, and news .
Tip: Your communication site will be valuable to your site visitors when it helps reduce the time needed to complete tasks and connects them to commonly needed resources. Your site will be valuable to your organization when it reduces customer support tickets or automates tasks like contract processing or helps people discover and participate in leadership development courses. Planning your site from the perspective of the site visitors and solving key business problems helps ensure that your communication site delivers meaningful results.
Once you have your primary user goals defined, visit the lookbook to see some examples of how you might represent your user outcome goals in your site.
Real life example: defining business outcomes
It is helpful to think about the major types of visitors who will come to your site and document their goals in the following format: As a …, I need to …, so that …
Review the example below from a communication site for a Talent & Organization Development (T&OD) team where the primary business goal was to improve leadership skills for the organization. For a success metric, they identified a proxy for improving leadership skills – increasing the number of people who participate in leadership development training.
For their user outcome goals, they defined the following:
In this real example, the organization migrated from a classic SharePoint site to a new SharePoint communication site focused on addressing these goals. Instead of creating the course list as a static document like they had in the past, the team created a course list to describe each course and a course calendar list to schedule each course. In the first 90 days of launch, there was a 400% increase in participation in leadership development courses over the same three-month period from the previous year!
Plan your site's content
Your communication site tells a story for your readers. Your story will primarily be told with pages, but you may have other resources in your site as well, including lists and document libraries.
Things to keep in mind as you plan your site’s content:
Minimize the time (not clicks) it takes for readers to get to the content they need
Build your communication sites with more pages than documents to make it easy to consume
Create your home page last even if you plan this page first. This way, when you create navigation elements on your home page, such as the Hero or Quick links web parts, you can automatically pull in the image from each page to create visual consistency when the reader clicks a link.
Your site will generally be made up of two types of pages:
Navigation pages provide categories of information for the reader. Navigation pages often provide some high-level content, but they are mostly about presenting categories of information to guide readers in their journey on your site. For this reason, the labels you use to present those categories are especially important and should be carefully planned . The home page of your site is a special type of a navigation page and provides a “front door” for your site.
Example of a navigation page:
Destination pages provide the end of a path in the reader journey and present information to read, download, or print. Your goal with destination pages is to keep them short and topic-specific because people don’t read every word in online pages – they scan and viewers will get a much better experience with search.
Example of a destination page:
Think about the major sections or categories of information for your site and how you will use a combination of navigation and destination pages to guide your viewer and help them get to the information that they need as efficiently as possible.
For every page, including the home page, make sure that you are providing the viewer with the following information:
Where am I?
What can I do here?
Where can I go next?
Lists and libraries
Use lists on your site to dynamically display content in a table-like format. Lists can be used for displaying content to or collecting information from your site visitors.
Example of a List web part:
Tip: Even though your site visitors will not be able to edit content on your communication site by default, you have the option of managing permissions on any of the lists on your site so that your visitors can be given contribute access to just a specific list and not the entire site. You can use the List web part to display list information on your pages.
Use document libraries to store and display content such as documents and files. Your communication site will have one default Document library – but you can add more libraries for different types of documents. You can use the document library web part to display the content of your document libraries. Or, use web parts such as the Quick links web part or hyperlinks in the Text web part to showcase links to individual documents. Individual document links make it easier to add context for your readers and can be more helpful than showing an entire library. If you do want to show the contents of a document library, consider creating custom views to filter the content that is most relevant on each page and using that view in the Document library web part . Learn more about how to create custom views in a document library .
Tip: Try not to use more than one or two levels of folders in your libraries. Instead, create a new library to keep your file structures flatter and your content more discoverable. Consider using columns to organize the content in your libraries. As a good practice, use site columns rather than list columns because site columns can be re-used in any library or list and list columns can only be used in a single list or library. Learn more about using columns to organize your lists and libraries .
Decide how you want to organize pages
As you are planning the content for your site, think about how you might want to group and organize your pages:
Do you want to be able to “roll up” all news articles about a specific topic or of a specific type (such as People Spotlight)? If so, you can add columns to pages that you can then use to group and organize your pages just like your files in a document library.
Will you have multiple pages about a specific topic that you want to be able to easily connect to each other? You can use page properties (how we refer to columns in the Site Pages library) for this as well.
Create your page properties as site columns , not list columns. This will allow you to potentially share the same property for both documents and pages.
Learn how to create and edit page properties . Learn how to use page properties in the Highlighted Content (“roll up”) web part. To use a page property in the Highlighted Content web part, select The page library on this site as the source.
Understand your organization's governance and accessibility guidelines
In the modern SharePoint experience, you can easily change the look and feel to match your company or organization brand – but your organization may have established standards to which your site needs to align. If these guidelines are not part of the site design used to create your site, make sure you understand what they are so that your site is aligned with your organization’s design patterns. In addition, make sure you understand your organization’s accessibility standards. Review these resources for creating accessible sites in SharePoint online .
As you gather content, especially images, for your site, look for high-fidelity images and video assets. If your governance plan requires the use of brand-compliant images, make sure that you choose images from your organization assets libraries (found in the “Your organization” link in the image picker). Make sure that you are not breaking any copyright rules when you add images to your SharePoint pages. Take advantage of the royalty-free stock images provided by Microsoft that are available in the image picker.
Avoid overloading your page with too much information
If a news article or content page is only relevant to a specific group of people, you can target the content to that group of people using audience targeting . Audience targeting enables specific content to be prioritized to specific audiences on the SharePoint start page, news on the mobile app, and in News and Highlighted contents web parts when audience targeting is enabled.
Viewers are trying to get a job done. Too much content becomes overwhelming and takes too much time to find information.
Practice progressive disclosure. Keep your viewers focused on high priority content first and disclose secondary content only if a viewer opts into more information
Group detailed information into natural categories . Make it easy to quickly scan the categories to then click-through to learn more about a given category.
Break up your content into sections . Sections help improve readability both on large and small screens.
Use built-in heading styles to visually separate text sections . Heading styles support anchor tags for long pages and they also allow people who use a screen reader to jump from section to section without having to have the entire screen read.
Make pages "scannable"
One idea per paragraph of text . The first sentence should provide the summary or conclusion.
Use bulleted lists.
Less is more. Use as few words as possible.
Don’t underline words. Underlines on web pages signal hyperlinks and you will confuse your readers if you have underlined text that is not a hyperlink.
Never post a long URL . Use words with hyperlinks instead.
Use images to create engaging content . Use web parts to add images and make sure that your images relate to the topic and are compliant with your organizations brand style.
Never associate a hyperlink with the word “here.” Multiple click “here” links on your page requires your reader to stop, read the text before and after the word “here” and then figure out where the target of your link is going . Instead, hyperlinks should always be associated with the target label, like this:
Do not use: Click here for the application form
Better: Download the application form
Best: Application Form
Ensure pages are accessible
Make sure images have “alt” text. When a screen reader encounters an image, it will attempt to read a text alternative. Review the automatically generated “alt text” for images that you upload and change the description if it doesn’t match the picture.
Browsers show “alt” text when images don’t load. Text alternatives are also important when images do not load for common reasons like poor network connectivity.
Be careful when using animated images. Users with cognitive impairments, motion sensitivity, or seizure disorders may not tolerate moving, flashing, or automatically animating images (including GIFs) problematic.
Review these resources for creating accessible sites in SharePoint online .
Plan the home page
Every page is important, but the home page of your site is where your visitors get their “first impression.” The home page plays particularly important role in creating a good experience for your visitors. The home page needs to be visually engaging and functional at the same time.
Home page example:
The lookbook has examples to show how you might design your home page – but the business outcomes you identified during planning should drive how ideas from the lookbook translate to your home page design.
The communication site design used in this article is the Branding site example.
Your home page is primarily a navigation page. The goal is to present an overview of what your site has to offer and give your readers a chance to choose their path based on what they need to know or accomplish. Your home page does not need to provide a link to every page on your site – or every document. However, the home page combined with your site navigation should guide your reader to every major category or topic that your site covers.
Place high-value content at the top of the page
Since this is the front door to your site, it is especially important that you include links to the most frequently needed content for your readers at the top of the page. You identified the most frequently needed content when you were gathering the information to plan your site. The home page (and top navigation) is the best place to put this information in to action! The Quick links web part provides several different layout options to present links to your most frequently needed content or topics and you can also use the hero web part for this purpose.
Display site owner contact information for site viewers
It can be very helpful to add the name of the site owner to your home page. The best place for this information is at the bottom of the page. While it is important, it is not needed all the time. If all your communication sites have the site owner (or site contact) at the bottom of the home page, visitors will recognize this pattern and know to scroll to the bottom if they need to find a contact for the site. Use the People web part to add the name of the site owner.
Use News to promote activities, milestones, and content
Use News to promote content, milestones, or activities related to the topic or department represented by your site. You can quickly create eye-catching posts that can include graphics and rich formatting. To make it easier to create News articles, consider creating a page template for news posts .
News is normally displayed based on the first published date of the article, with the most recent article listed first. However, you can also “pin” news articles in a specific order in the News web part.
Use the News web part
The News web part includes multiple layouts and different experiences based on the size of the column in which you place the web part. As a good practice, use the News web part at the top of the page and commit to frequent updates. Any news post that you create will automatically show up in the News web part.
Encourage viewers to “follow” your site. This will promote your new news posts to the SharePoint start page and the News tab on the mobile app for your followers.
Example of a populated News web part:
Most of the News web part layouts use the thumbnail image for the page. The thumbnail image is automatically created from the first high quality image on your page. This may be the page header image or, if your page does not have a header image, SharePoint will use the first image in the first column in the first section on your page. For best results, use a landscape image at the primary image for each news article. Learn how to change or select the thumbnail image for a page .
Create engaging content
Always put the most important information in your news article “on top,” just like a news story in a newspaper.
Use the following tips for news page titles to grab the reader’s attention:
Use numbers . It's OK to start your headline with a number.
Use sentence case (unless your organization standards dictate otherwise) . The first word in the head should be capitalized as should all proper nouns. Most headline words should appear in lower-case letters. Do not capitalize every word. In most cases, do capitalize the first word after a colon. (In some cases, when only one word follows the colon, the word would not be capitalized. Use your best judgment.)
Use engaging adjectives . For example: Effortless, Fun, Free, Incredible, Essential, Strange, Amazing.
Minimize hype and expressions . Using expressions or idioms in your news article titles often lack meaning to non-native English speakers.
Use unique rationale . People like "list" articles. To catch someone's attention with a list post, use words like: Reasons, Principles, Facts, Lessons, Ideas, Ways, Secrets, and Tricks.
Use what, why, how, or when . This is especially useful when you are writing an article to persuade.
Make a bold promise . Promise your reader something valuable – like a new skill or a solution to an unsolved mystery. Dare the reader to read your article – and then deliver!
Write in the present tense . Use present tense for immediate past information, past tense for past content, and future tense for coming events.
The most effective SharePoint sites help users find what they need quickly so that they can use the information they find to make decisions, learn about what is going on, access the tools they need, or engage with colleagues to help solve a problem. Planning an effective navigation experience is thus a critical element of designing communication sites. Good navigation experiences present visitors with a complete picture of what is available on the site and, combined with the home page, provide a comprehensive "story" for the site.
Learn about your organization’s hub structure and consider associating your site to as hub for greater visibility and reach. When you associate your site to a hub, your site may inherit the hubs theme and permissions depending on your organization’s governance rules.
Learn about how to plan site navigation .
Communication sites usually have a small number of content authors and a much larger number of readers. Permissions are managed by SharePoint groups and, by default, include three permission levels:
Owners – full control permissions. It’s a good practice to have at least two (2) owners for each communication site.
Members – edit permissions. You can have as many members as you want, but it’s a good idea to keep the number relatively small so that you can provide appropriate oversight. Any member can edit content created by any other member and view pages that are in a draft state.
Visitors – read permissions. It’s much easier to manage your visitor group if you use an existing broad group of people for your visitors – such as Everyone except external users. If you want to create a private communication site, you can add an existing Microsoft 365 Group to your visitors group or an existing mail-enabled security group.
Content authors will be added to the Members group. The primary difference between the permissions for Owners and Members is the ability to assign permissions for the site . In addition to the three permission groups listed above, each site also has a Site Administrator (previously called the Site Collection Administrator). If your organization supports self-service creation for communication sites, the Site Admin will be the person who created the site.
Build your SharePoint communication site
Need more help?
Want more options.
Explore subscription benefits, browse training courses, learn how to secure your device, and more.
Microsoft 365 subscription benefits
Microsoft 365 training
Communities help you ask and answer questions, give feedback, and hear from experts with rich knowledge.
Ask the Microsoft Community
Microsoft Tech Community
Microsoft 365 Insiders
Was this information helpful?
Thank you for your feedback.
If you still have questions or prefer to get help directly from an agent, please submit a request. We’ll get back to you as soon as possible.
Please fill out the contact form below and we will reply as soon as possible.
- Marketing, Advertising, Sales & PR
Web Syndication - Explained
What is web syndication.
Written by Jason Gordon
Updated at January 5th, 2022
- Marketing, Advertising, Sales & PR Principles of Marketing Sales Advertising Public Relations SEO, Social Media, Direct Marketing
- Accounting, Taxation, and Reporting Managerial & Financial Accounting & Reporting Business Taxation
- Professionalism & Career Development
- Law, Transactions, & Risk Management Government, Legal System, Administrative Law, & Constitutional Law Legal Disputes - Civil & Criminal Law Agency Law HR, Employment, Labor, & Discrimination Business Entities, Corporate Governance & Ownership Business Transactions, Antitrust, & Securities Law Real Estate, Personal, & Intellectual Property Commercial Law: Contract, Payments, Security Interests, & Bankruptcy Consumer Protection Insurance & Risk Management Immigration Law Environmental Protection Law Inheritance, Estates, and Trusts
- Business Management & Operations Operations, Project, & Supply Chain Management Strategy, Entrepreneurship, & Innovation Business Ethics & Social Responsibility Global Business, International Law & Relations Business Communications & Negotiation Management, Leadership, & Organizational Behavior
- Economics, Finance, & Analytics Economic Analysis & Monetary Policy Research, Quantitative Analysis, & Decision Science Investments, Trading, and Financial Markets Banking, Lending, and Credit Industry Business Finance, Personal Finance, and Valuation Principles
Table of Contents
Syndication refers to the transfer, sale or licensing of materials for publication by a set of individuals. Web syndication refers to a method used by websites to share contents and material from a site to another site. It is a strategy used to market content and materials from one site to another. In a web syndication, there is an agreement between the syndicates (websites) that the contents will be shared or exchanged between them, the content will be marketed and promoted on the other party's website, vice versa. Web syndication increase the coverage and traffic that a website attracts. A larger audience is reached through web syndication.
Back to : MARKETING, SALES, ADVERTISING, & PR
How does Web Syndication Work?
Web syndication entails that websites go into agreement to promote contents released by a site on another site. This means that a new post on site A can be promoted on site B if they have embraced web syndication as a market strategy. The main objective of web syndication is a broader coverage and wider exposure of partnering websites. In this type of marketing arrangement, the content of a site published and promoted on another site drives traffic to both sites, thereby increasing their profitability. For content-producing websites, web syndication is used as a strategy to improve visibility on their website, as well as ranking of search engines.
Web Syndication: Paid Traffic
While it is possible for web syndication to occur without any of the websites paying any charge, some websites engage in paid syndication or paid traffic. When a website pay for syndication, it means all their contents and materials that are promoted by the other website are done solely to drive traffic to the site. This is often more effective and achieves greater result that an ordinary web syndication. Quite a number of distributors site exist, while some of them are host websites, some are social media outlets. The bigger the site, the bigger the fee that is paid for web syndication.
Web Syndication History
Before the advent of technology and creation of multiple websites, content sharing was common in the broadcast industry. Media and broadcast houses such as print, radio and television stations share content among themselves for promotional purposes. Web syndication is just like content sharing but done online and not physically like the traditional content sharing. Many websites use web syndication as a strategy to reach a wider audience, drive more traffic to their site and also make more profit.
Academic Research on Web Syndication
- Business to Business (B2B) - Explained
- Big Box Retailer - Explained
- Outside Sales - Explained
- New to Market - Explained
- Artificial Intelligence
- Data Management
- CRM Software
- Password Manager
- Project Management
- Trading Robots
- Advertising Info
- Write for Us
Don't miss an insight. Subscribe to Techopedia for free.
Table of Contents
Web Content Syndication
Margaret Rouse is an award-winning technical writer and teacher known for her ability to explain complex technical subjects simply to a non-technical, business audience. Over…
What Does Web Content Syndication Mean?
Web content syndication is a process in which materials of the transmitting website are distributed around various receiving sites. In most cases, Web syndication means making Web feeds available from a source site to other sites with an update or summary of the website’s freshly added content, for instance, forum posts or the latest news regarding the site.
In addition, the term is also used to describe licensing of other types of website content for use by other websites. In this case, syndicating the content means publishing it on another site. It is absolutely essential that content syndicated to other websites is linked back to its original version. This provides proper attribution as well as a trail for search engines (namely Google) to the content’s origin.
Techopedia Explains Web Content Syndication
In Web content syndication, the receiving site gains immediacy and greater depth of information to its Web pages; this makes it more appealing to visitors.
On the other hand, the transmitting site gets good exposure, which in turn results in more back links and traffic. In this way, Web content syndication can act as an easy, cost-effective, or even free form of Internet marketing.
Because search engine optimization (SEO) plays an important role in Internet marketing, content syndication has become an impressive way for link building. The syndicated content includes embedded links optimized with anchor terms, which would point an optimized link straight back to the website’s original content. Just like syndicating proprietary content, Web content syndication can be used to propagate product content, such as product images, feature descriptions and product specifications.
Share This Article
- Web Content
- Web Content Management
- Really Simple Syndication
- 5 Things You Need to Know About HTML5
How ChatGPT is Revolutionizing Smart Contract and Blockchain
An Introduction to Blockchain Technology
How Do Cryptocurrencies Work?
AI in Healthcare: Identifying Risks & Saving Money
Tech moves fast! Stay ahead of the curve with Techopedia!
Join nearly 200,000 subscribers who receive actionable tech insights from Techopedia.
Doge, Elon Musk, and High-end Gaming – How Doge Rush Redefines the Meme Coin Culture with Utility
By: Alan Draper | Editor-in-Chief
Swords of Blood Presale Enters Final Stage – How High Can the Latest Crypto Gaming Sensation Go on Token Launch?
Can Quantum Computing Impact the Applications of Artificial Intelligence?
By: Kaushik Pal | Contributor
Machine Learning in Business: How Are Companies Leveraging AI for Growth?
By: Dr. Tehseen Zia | Tenured Associate Professor at Comsats University Islamabad
Why is Multi-Cloud the Future of Resilient Enterprises?
By: Assad Abbas | Tenured Associate Professor of Computer Science at COMSATS University
Web syndication is a form of syndication in which content is made available from one website to other sites. Most commonly, websites are made available to provide either summaries or full renditions of a website's recently added content. ... by types of content; ... however, is that they can lose control over the presentation of their content ...
Content syndication is a growth marketing strategy that can be used to achieve many goals. Fundamentally, you can enhance reach, but the key to effective content syndication is choosing platforms ...
Web Syndication: A term that refers to a marketing strategy for websites. Web syndication describes an arrangement between two or more Internet companies for one company to provide material to be ...
As a commercial model. Conventional syndication businesses such as Reuters and Associated Press thrive on the internet by offering their content to media partners on a subscription basis, using business models established in earlier media forms.. Commercial web syndication can be categorized in three ways: by business models; by types of content; by methods for selecting distribution partners
Study with Quizlet and memorize flashcards containing terms like The ____________ audience is the initial group of people who view or listen to your presentation and share it with other people., What is the third step to get a blog started?, When you are planning your social media presentation, your manager asks you how you should cover a certain topic. What will you respond to this? and more.
Study with Quizlet and memorize flashcards containing terms like is a family of data formats that helps people automatically receive feeds anytime there are new postings to their favorite blog sites, updates in the news headlines, new job listings, or new information posted at specified Web sites, Is used primarily in a synchronous communications mode, with both parties sending and receiving ...
Round percentage calculations to the nearest 0.1%, dollar amounts to the nearest $0.01, and the price-earnings ratio to the nearest tenth. Use the results to determine whether the trend between the prior year and the current year appears to be favorable or unfavorable. Give reasons for your responses. a. Accounts receivable turnover ratio. b.
Study with Quizlet and memorize flashcards containing terms like Which personality trait indicates how a person approaches the outside world?, To set your objective after you have known the general purpose of your presentation, which of the following questions should you answer?, Which platform includes interactive chats and sharing features that make a video more social? and more.
-You are rehearsing your social media presentation in order to reduce your anxiety. You rehearse in front of other people: to get a feel for the types of questions your audience might ask and prepare your responses.-While interviewing for a position as a Social Media Strategist you are asked to explain the first thing you would to do create a social media strategy at an existing company.
which of the following steps would you follow at first in the social media planning cycle while creating a strategy. listen and analyze. what should a new company owner try when identifying the right potential influencers for his audience. reach relevance and reasonance. which of the following tips is NOT considered while creating a good report.
W eb syndication is a form of Broadcast syndication in which website material is made available to multiple other sites. Most commonly, web syndication refers to making web feeds available from a site in order to provide other people with a summary or update of the website's recently added content (for example, the latest news or forum posts).
They may be popular, but we don't recommend using them as the value they produce is small and the leads they generate tend to be low quality. 1. Outbrain. Pricing model: Cost-per-click. As one of the biggest content syndication networks, Outbrain generates more than 275 billion content recommendations every month.
Content syndication can help turn your best content into a powerful lead generation tool. It is a marketing methodology that allows you to get your content in front of a much larger audience than you would if you simply posted that same content to your website. Your ebook, whitepaper, report, checklist, or webinar can then be used to educate ...
Web Syndication General Definition: A section of website is made for use by other websites Realistic Definition: "web feeds" from a site to provide others with a summary of recently added content History of Successful Web Syndication Beginning Year: 2001 Publisher: Miniclip (online gaming website) Use: Syndicated browser based interactive ...
Study with Quizlet and memorize flashcards containing terms like Which of the following refers to how an audience perceives and ranks a company or brand on social media?, Which of the following terms defines how important a person is in a social network?, Which of the following are the methods of creating consistency and boosting recognition? and more.
However, you can also "pin" news articles in a specific order in the News web part. Use the News web part. The News web part includes multiple layouts and different experiences based on the size of the column in which you place the web part. As a good practice, use the News web part at the top of the page and commit to frequent updates.
Web syndication allows students to become producers of knowledge as well as consumers of information, and it may also encourage them to think more creatively and develop complex analytical skills. Information coming from a wide variety of sources may broaden student learning horizons as it inspires discovery, curation, and sharing.
Syndication refers to the transfer, sale or licensing of materials for publication by a set of individuals. Web syndication refers to a method used by websites to share contents and material from a site to another site. It is a strategy used to market content and materials from one site to another. In a web syndication, there is an agreement ...
Content syndication is a marketing strategy that involves republishing your content on other sites or platforms. It helps you reach a bigger audience. In some cases, third-party sites might syndicate your content in its entirety. Or they might publish an excerpt or edited-down version.
Web content syndication is a process in which materials of the transmitting website are distributed around various receiving sites. In most cases, Web syndication means making Web feeds available from a source site to other sites with an update or summary of the website's freshly added content, for instance, forum posts or the latest news ...