Syndicated content is a great way to expand the reach of your current digital marketing without having to put in a lot of effort. Why? It’s just repurposing content you’ve already written! The only difference is that it’s being hosted on someone else’s website. And thanks to their network, more people are seeing your name associated with that material, which ultimately pushes them back to you and your pipeline.
Say that you write a blog about a pain point that leads in your industry are facing. You do the usual to promote it online through your social channels and your email marketing. But you know that there are other players in your market space who probably have access to people who would also be perfect customers. Offering those vendors content syndication will benefit your team because you’re getting in touch with leads through them without having to do the research or pay for it. And while you may decide that your material needs a few tweaks here and there before it’s shared, most of the time even that isn’t necessary.
The business hosting your content also gets the benefit of your network exposure without having to do any research or content curation. Whether or not you decide to charge them for that content will depend on your marketing agreement.
Isn’t This Just Plagiarism?
Syndicated content isn’t plagiarism. First, it’s part of a marketing agreement that allows it to be shared in its entirety on another company’s website. Second, that company will acknowledge and cite you as the original creator.
This practice has become more prominent in recent years, and you’ve probably seen plenty of examples without even knowing it. Sites like Forbes, Harvard Business Review, or Inc. share them frequently, as do several industry-specific publications.
To Gate or Not To Gate?
One area to decide on for your syndicated content is whether or not to gate it. In other words, should users have to subscribe to a website in order to see the full article? Gating material can be helpful for a few reasons — namely, the voluntary act of obtaining a reader’s contact information for you to then market to. But it can also be used as a litmus test to see how much others value your content and its relevance. Deciding on how much you should and shouldn’t gate isn’t a hard-and-fast rule, and is usually served best with an in-depth marketing discussion.
Not sure how to get the ball rolling with your own content? We’re ready to help! Click the link below to schedule a free consultation.