Outside of tradeshows, content syndication is the second most used delivery vehicle for predictable lead flow at a set cost per lead (CPL). It seems to fly in the face of inbound marketing tenants for generating your own website traffic and social conversation, but many companies, large and small, have found it a great way to kick start the awareness of your value proposition and where to find your web properties.
According to Wikipedia “Syndication refers to the websites providing information and the websites displaying it. For the receiving site, content syndication is an effective way of adding greater depth and immediacy of information to its pages, making it more attractive to users. For the transmitting site, syndication drives exposure across numerous online platforms. This generates new traffic for the transmitting site—making syndication a relatively cheap, free, and easy form of advertisement.”
A recent blog written by Stefan Deeran for the Huffington Post entitled Four Myths About Content Syndication highlighted that “One surefire way to bulk up your audience is to leverage syndicated and licensed third-party content. By distributing interesting content that is relevant and valuable to your readers, you can reach new audiences, regardless of the platform, while generating continuous traffic to your site. However, be advised that several myths do exist when it comes to content syndication, which I define as legally distributing content to third-party sites.”
Mr Deeran that went on to expand on the four myths:
- Myth 1: Syndication will eat your own audience
- Myth 2: You don’t need to pay for content
- Myth 3: Syndication is bad for SEO
- Myth 4: Brands shouldn’t pay for distribution
Most publications have had to adapt or die when it came to sources of income. Gone is the sole reliance on advertising income and replaced with content syndication. Offering access to user lists, website traffic and even custom micro-sites for whitepaper downloads, turnkey webcasts and specifically tailored published commentary.
The best way to approach a syndication strategy is to start by researching the places your target audience frequents; then monitor the types of conversations and value exchange items that work and finally negotiate a set number of leads for a specific CPL.
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