BloggingContent Marketing Strategy

9 Crucial Components of a Blog Syndication Strategy

By October 28, 2014 2 Comments

If you’re looking to squeeze more benefit out of your business blogging, it’s time to look at blog syndication. Sharing your original blog posts across multiple sites can significantly boost the exposure and reach of your content – and though it isn’t without its risks, blog syndication can be a viable and powerful marketing tactic. To help you design a fail-safe plan for content syndication, I’ve covered 9 crucial components of a successful blog syndication strategy!


1. Ensure a period of exclusivity on your own website

When we talk about blog syndication strategies, there’s an elephant in the room – sometimes the syndicating website will outrank you for your own content. I’ve talked about this problem before, with syndicating websites dominating the search results for the keywords your article targets. As Google explains, your hard work could end up boosting the ranking of a third-party website, and not your own:

[box style=”1″]‘If you syndicate your content on other sites, Google will always show the version we think is most appropriate for users in each given search, which may or may not be the version you’d prefer.’[/box]

Thankfully, there’s a simple tactic we can use to minimize this risk. There are dozens of factors that determine search engine ranking, and by ensuring that our content has a period of exclusivity on our own website, we can control most of these factors. The more social media activity, shares, page views and links we can create before syndication, the better our chance of outranking the syndicating copy. We’ll have developed a sizeable content footprint, and Google should be well aware that our version is the original (and best!).


2. Mix dofollow and nofollow backlinks

Content syndication remains one of the few legitimate tools for securing crucial website backlinks. As a result, many marketers have a tendency to exclusively demand dofollow links – backlinks that pass on direct search engine benefit to our websites. Other marketers take the opposite approach, fearing the wrath of Google’s webspam team, and instead ask for nofollow links.

Backlink diversity is the most crucial aspect of link building, and it’s crucial to include both types of link in your blog syndication. Whilst a dofollow link from a high-PR website will work wonders for your search optimization, so will a nofollow linkbecause that link will still channel interested, engaged readers back to your website. ROI and revenue is a more important metric than search rank, so don’t obsess over backlinking.


3. Submit blog content to industry-specific syndicators

Blog syndication allows us to massively increase the exposure and reach of our content – putting our blog posts in front of a huge industry-relevant audience. One of the best ways to achieve this is through the use of industry-specific syndicators. These sites publish thousands of high-quality syndicated posts, and as a result, they have huge followings. Within the marketing sector particularly, there are a couple of major players:

Whilst syndication here could increase the reach of your content thousand-fold, it’s not without its risks. A few of the biggest syndicators demand their own period of content exclusivity – preventing you from publishing and promoting your own work before syndication. The highly competitive nature of these sites also makes it difficult to successfully syndicate; so you shouldn’t base your entire blog syndication strategy around these sites.


4. Compile your own industry ezine

Ezines are a quick and easy way of compiling an industry roundup – featuring a ton of helpful articles alongside your own syndicated blog content. They’re also a great way for other people to syndicate your content, with Twitter a particular hotbed of ezine activity. To get started, check out these 3 popular sites, and try compiling a weekly industry-roundup magazine:


5. Use LinkedIn’s publishing platform for B2B blog marketing

Your existing social media channels can be leveraged for cost-effective syndication opportunities. As well as allowing you to simply share your content, LinkedIn has its own built-in publishing platform. Posts published here will be put in front of a new audience, pass benefit to both your website and LinkedIn profiles, and boost your reputation for thought-leadership. If your blog post gets picked-up by Pulse’s featured channel feeds (as happened with my 101 Marketing Quotes post), you’ll see a huge explosion of traffic.


6. Spend some time engaging on Quora

Social question-and-answer site Quora can be a fantastic tool for blog syndication. Check out your industry’s Quora feeds, and whenever you can help with an answer, get involved in the conversation. By including a relevant snippet from your blog post, alongside your own commentary, you can simultaneously add value to the conversation and drive traffic back to your website.


7. Don’t forget RSS feeds

Really Simple Syndication makes it quick and easy for blog readers to compile their favourite content into a single feed. Thanks to sites like Alltop, it’s also possible to submit your blog content to one of dozens of RSS directories. These directories sort and promote blog content from hundreds of different industries – making it possible to increase the exposure of your content at the click of a button. For a list of popular blog syndication RSS directories, click here.


8. Consider paid blog syndication

Websites like Outbrain and Taboola allow you to syndicate blog content on some of the web’s most reputable and visited publications. Unsurprisingly, getting your blog content syndicated on CNN and the Washington Post isn’t cheap – and these blog syndication websites will charge you for every click on on your post. Whilst the cost of using these platforms can be manageable, it’s essential that your conversion rate will be high enough to justify the Cost Per Click. Only syndicate your best performing content, and if there’s any doubt over the ROI of your spend, opt for a more controllable blog syndication channel.


9. Publish co-authored content

Co-authored posts are fantastic. They make it possible to share awesome insights and opinions from your industry’s leading lights, whilst still allowing you to get your own opinions and perspective across. They also provide you with an entirely new audience and channel for blog syndication – encouraging the co-author to share and republish the post on their own websites. Co-authored content also makes outreach a whole lot easier. As you’re promoting something that isn’t obviously self-promotional, syndicating sites are more likely to accept your submission.

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Blog syndication is most effective when you have valuable, insightful and engaging content to share. If you’re lacking the time to create your own killer blog content, get in touch! I’m a freelance marketing copywriter, and I specialise in creating white label content for the UK’s brightest and best digital marketing agencies. For a free content consultation, get in touch now!




Author Ryan

I help SaaS companies grow with content marketing. I also drink Scotch. Sometimes together. CMO & co-founder, Cobloom.

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