Content Syndication: What Is It & How to Do It Successfully

What is Content Syndication

Content Syndication means republishing the same piece of content — an article, a video, an infographic, etc on one or more different websites. Publications, big and small, like to syndicate content because it helps them give fresh information to their readers. The original authors also benefit from this practice since it gets their brand in front of a new audience. It’s a win-win.

How to Find Content Syndication Partners

There are numerous tools you can use, including BuzzSumo, Ahrefs, SEMRush — just to name a few. You can check any website’s latest backlinks for content syndication opportunities.

Most likely, the easiest place to start is a Google search. Look for articles that mention.

When selecting publications, look for the ones that have:

  • similar or better authority than your blog

  • a readership that’s similar to your buyer persona

  • canonical links to original articles

There are also publications you need to stay away from. Publishing there might ultimately harm your brand and SEO performance. Make sure you avoid publications with:

  • low authority

  • outbound links

  • no clear editorial guidelines

To help you get started, I’ve put together a list of websites where you can syndicate content right away.

Free Content Syndication

Syndicate old content on websites that have roughly the same audience and authority as yours. If you want to focus more on a niche audience, then you should consider syndicating content to smaller, more focused publications. Ideally, look for publications with similar authority and readership as your blog. They might also allow more contextual links so you can reference back to your blog from the article. It’s a great way to let their readers discover more content on your blog and generate new leads.

Get picked up by websites that naturally syndicate content. If you take the title of a recent article from a big publication and type it into Google, you’ll see it’s been picked up by many small publications. These usually publish an excerpt from the original piece and link back to the source.

When you syndicate to a bigger publication, you amplify your reach. However, since readers can consume the entire piece of content directly on the third-party website, there’s little incentive for them to check out the original source. So only a small percentage of the readers will visit your website. That said, if your main goal is to increase your brand awareness, then syndicating on major publications is the way to go.

Paid Content Syndication

The most common form of paid syndication has been around for a while. Big brands often collaborate directly with big publishers and get their content in front of a big audience. This tactic, however, wasn’t available for smaller brands with a more limited budget The way these platforms work is pretty much like any PPC campaign. You can set a capped budget, a cost-per-click, and a target audience. Then the platform serves readers with your ad as a recommended article, featuring an image, a short title, and a link back to your website. It’s probably worth mentioning here that these links don’t carry any SEO authority. They are seen as “sponsored content” by search engines, and sometimes by readers, too.

Ultimately, content syndication is a fantastic opportunity to reach a new audience and potentially convert those readers into leads. Additionally, if you syndicate other publication’s content on your own site, you’re able to serve your readers fresh, valuable content without requiring them to leave your site to find it elsewhere

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