If you’ve got a firm content marketing strategy in place, you probably put a lot of effort into your blog. Week after week, you devote much of your time and creative juices to crafting informative, well-written posts that would appeal to your niche.
So it’s perfectly understandable that you’d be disappointed when your blog doesn’t generate the Web traffic or conversions that you had hoped it would.
This doesn’t mean that your blogs are terrible, or that your entire content marketing strategy needs to be overhauled (though it’s certainly worth taking another look). Quite often, the problem is that the right people haven’t found your blog yet. In many cases, according to DigiMar, a digital marketing agency based in San Diego, the solutions for winning more traffic for your blog are so surprisingly simple, that it’s little wonder you’d overlook them entirely.
This is where blog syndication comes in. By syndicating your blog content, you can gain access to new audiences and generate valuable backlinks to your own site—all for little to no cost to your marketing budget.
So what are the best ways to make content syndication work for you? Here are four tried-and-true methods that are sure to help you along the path to blogging success.
1) Partner Websites
This is probably one of the most well-known forms of syndicating your blog content—finding partner websites who will republish your content. Many of these websites, such as Social Media Today or Small Business Trends, are viewed as highly authoritative sites by Google and garner an impressive industry readership. Naturally, getting your content syndicated to these sites can lend a major boost to your brand authority.
However, it’s important to understand that you can’t simply sign up for an account and assume that your content will be published. The reason these sites have become so highly regarded in the first place is that they place great emphasis on quality content—and as such, they generally have stringent rules regarding who can become a contributor and what type of content can be published.
These syndication sites aren’t going to publish a piece that is entirely self-promotional. They only want to provide their audience with content that is truly engaging and useful. Before applying for a syndication partnership, it would be wise to evaluate your content and make sure it’s up to snuff.
It may also be beneficial to understand the nature of the syndication partnership. While some sites are content to simply republish content from your blog, others require a split where you provide both syndicated and original content. While both options can be valuable for building your brand authority, not every business has the capacity to take on the extra writing load.
2) DIY Syndication
If you can’t seem to find a partner website that would be a good match for syndicating your content, you’re not completely out of luck. Medium and LinkedIn have gained increasing notoriety in recent years for their ability to enable the syndication of engaging content for almost every niche imaginable.
Sure, you can find plenty of articles on the always-popular topics of digital marketing and SEO, but Medium and LinkedIn have built-in audiences for everything from lawn care to sales recruiting.
Best of all, these syndication platforms use intuitive tools to make it easy for you to import your articles, make any additional edits you see fit, and then publish them for the world to see. By automatically connecting you to your social media connections, these platforms get your content started on the right foot by feeding it directly to these individuals.
Even more important, however, are the possibilities for reaching new audiences. As others share and comment on your stories, your articles can be featured more prominently in news feeds, on home pages, and even in email digests to expose your content to new followers. A particularly well-written piece could even be featured as an “Editor’s Pick,” garnering further attention for your content and brand.
3) Become a Contributor
While becoming a regular content contributor to another site requires a bit of extra work beyond your own company blog, it can be a great way to spread your name and build brand awareness through very high-authority domains.
For example, Inc. regularly syndicates its content to TIME, Business Insider, and other high-authority sites. Business2Community syndicates its content to appear in Google News and Yahoo! News searches. While content that you contribute to these sites will not necessarily allow you to link to your own company or blog within the article, you still get a byline link, where you can mention your business.
By becoming a contributor on these and other high-authority domains, you build a significant level of authority and credibility for your brand, which can yield big dividends as new audiences discover your company through this syndicated content.
The caveat, of course, is that your contributed content needs to be of exceptional quality in order to maintain a lasting relationship with these publishers. In addition, while some third-party publishers allow you to subsequently syndicate this content to your own blog, others do not—requiring that you work twice as hard to produce quality content for multiple sites.
4) Become a Syndicator
The last method for taking advantage of content syndication doesn’t involve your own content at all—rather, you can lessen your workload and provide readers with a steady stream of quality content by syndicating third-party materials on your own site.
There are plenty of great blogs and publishers out there, and many of them are looking to reach new audiences through syndication as well. Industry influencers are always looking for ways to expand their reach with little effort, and if you offer to syndicate their content on your own site, you could soon find yourself able to provide followers with articles from some of the biggest names in the industry.
Of course, this doesn’t mean you can’t simply stop writing your own original blog content. Only a small minority of your content should come from syndicated articles, but interspersing materials from industry leaders will lend extra authority to your own content. Just make sure you ask permission to syndicate articles and link back to the original post—you don’t want an industry leader coming after you for stealing their content!
With savvy content syndication, you create a win-win situation for both yourself and the audiences that are interested in your industry. They get increased exposure to insightful and interesting posts; you get the opportunity to build your own brand and establish your authority as a valuable source of information within your niche.
Why let your quality blog content languish without the traffic and engagement it deserves? By successfully implementing these syndication tactics, you’ll be able to build an actively engaged online community and generate a great ROI for your blogging efforts.