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Content Syndication: Making Your Content Go Further

Starting a blog is tough. One of the first things that many of our clients here at LeapGo tell us is: “I’m spending so much time on my blog, but it’s just not getting any traffic.” You’ve read about how great blogging is so many times, but now you’ve started, you can’t direct any traffic to your site. It all seems like a waste of time. Sure, one of the problems could be the quality of the content. I’ve written before about how if you’re really going to enjoy success with blogging, you need to make sure you’re not just blogging for the sake of it, pulling out boring articles that no one is going to want to read.

But even if you are publishing high-quality content, you may not be getting the benefits you thought you would. With new blogs, it often doesn’t matter how great your content is: The problem is getting your content foundThe risk is that you then quit, or decide that it’s all about quantity over quality, and start pumping out shorter, faster, lower-quality blogs that no one wants to read. There are countless strategies to get more traffic to your blog. But one that is sometimes ignored is content syndication, so here’s what you need to know.

How to Re-Use Your Content

Re-using your content through syndication involves posting your existing content (like your blog posts) on different websites. This is not guest posting. You are not providing original content to the website. Instead, you are using your own blog posts and publishing them again on different sites. The arrangement is that the syndicating website gets free content, and you take advantage of their existing audience.

You will also usually get a link back to your website through an author box at the end of the content, but don’t count on that being any good for SEO purposes. Syndication is really not about SEO at all. Instead, it’s all about getting more eyes on your content, getting more people to check out your blog, and improving your brand recognition.

Some Top Syndication Websites

There are many websites where you can syndicate your content, some of which are very well known. Here are some of the sites I’d recommend you look at if you want to give syndication a go.

Reddit

Everyone knows Reddit. You may even be a regular visitor. But have you ever considered it for marketing purposes? Content syndication is one of the ways you can make use of this site’s large and varied audience. If you’re familiar with the site, you’ll know that Subreddits are essentially forums that are focused on a specific topic. There are thousands of Subreddits, so find one that is targeted around the topic of your content, and use this as a starting point to syndicate your content. The great thing about Reddit is that you are likely to get lots of engagement here from other visitors, so this can be a good way to spread the word about your brand.

StumbleUpon

StumbleUpon is another large site that has been around for a while. It is a content discovery website where users can sign up and search for content that has been submitted by other people. It does not host its own content, but instead, directs users to other sites. So, if you submit your own content, you could find traffic being directed to your website. Users give content a thumbs up if it’s good, and the more thumbs up you get, the more your content will be seen. However, don’t just use the site to publish your own content. You need to use a strategy whereby you share other content and get involved in the community if you want to enjoy the best results.

LinkedIn

LinkedIn Pulse is LinkedIn’s publishing section where you can submit your own content to share on its network. You can publish both original and syndicated content, and for B2B, this could be the perfect place to get some more eyeballs onto your content and reach new audiences. HubSpot has a detailed guide to getting started with a LinkedIn publishing strategy.

Medium

Medium is another good option. This is a social media platform that is best suited to longer content, so if you publish blog posts in the 1,000-2,000 word range, this could be worth trying. Like other sites, it allows you to connect with people in your niche so that you can get your content in front of your target audience.

Business 2 Community

Business 2 Community is one of the biggest syndication websites. The main focus is on internet marketing, but there are many topics covered. With this site, once your content gets accepted, you can easily publish all of your posts to the site. Getting your content found can be tough because it is competitive, but if your blog gets featured on the front page, you can get a lot of visibility.

Mashable

Mashable is another huge site for content syndication. It is focused on social media and technology subjects, and it is specifically focused on things that are happening now, so it is more news focused rather than a place to syndicate your evergreen content.

Issues to Consider when Syndicating

There are a few things that you should keep in mind when you first start syndicating your content if you want to be more successful. First of all, aim to syndicate to websites with a higher authority than your own. This will help build your reputation because you will enjoy the association of your name and content with a trusted authority website. Don’t syndicate all your content. Instead, choose a selection of articles to syndicate. Some of the content on your site should remain unique to your website. This is good for SEO purposes, and it gives people more reason to visit your site and stay on it for longer.

Always publish content on your own website first, and then wait at least a few days before syndicating it. This helps the search engines determine where the original content is. You should also try to get the website syndicating your content to use the rel=canonical tag. This tells the search engines that it is a copy and that you are the original publisher. If this is not possible, ask the site to NoIndex the copy of the content, which can help to prevent duplicate content issues, and it will ensure that links from the syndicated copy will still pass PageRank.

If you cannot do any of these, the original site may be seen as the original publisher. You obviously do not want this, but it’s not all bad. At the end of the day, even if you do not rank for the content, you will still be growing your audience and improving your reputation. You can read an excellent guide to syndication at QuickSprout, so I’d recommend taking a look over that before starting.

Can You Make Syndication Work for You?

Admittedly, content syndication is not for everyone. If your main aim is to improve your rankings in the search engines, you may be less inclined to start syndicating your content. However, if you are not getting many readers to your blog, if you want to grow your audience without doing much extra work, or if you want to build your authority by getting your content published on respected websites, you may want to give syndication a try and see whether it can work for you.