Avoid these mistakes while doing content syndication
Content syndication carries significant importance in marketing, especially since the dawn of the internet. The Internet serves as a global platform for marketing your products and services, be it B2C or B2B. It also means that you are competing with players from all around the world. In such a case, content syndication allows you to boost your content to further increase your reach. But, content syndication has its challenges and downsides which you need to be aware of.
Syndication is not a new concept. When the printed media started, people started syndicating their written content to newspapers and magazines, known as press or newspaper syndication. With the introduction of television, various production houses started broadcasting syndication. Online content syndication started with the introduction of the internet. And due to the assurance of global reach through various communication channels, it immediately became popular with marketers.
But despite all the advantages content syndication provides, many marketers still struggle to successfully implement it. The major reason behind this is the failure to differentiate content syndication from press or broadcasting syndication. Press or broadcasting syndication works by licensing content to a newspaper or television channel. Such a form of syndication is legally protected. But in terms of online content syndication, it is difficult to prevent others from copying it, which often affects your ranking.
Google is the leading search engine. Almost 92% of the global population over the internet, use Google as their default search engine. Hence, guidelines set by Google have a significant impact while strategizing content syndication. Excessive content syndication is bound to get noticed and removed by Google. Worst of all, such practice can also impact the rankings of your original content.
The second biggest mistake that marketers make while doing content syndication is syndicating irrelevant content. Now, not every content you produce is ready for syndication. The last thing people want is to waste their time. As stated earlier, content syndication offers you a wider reach and massive traffic for your website. People interact with your syndicated content and then if found interesting, they visit your website. But, when your content is irrelevant or poorly written or when you choose an irrelevant platform, you adversely impact your market image.
Another significant mistake in content syndication is stringing out the potential leads. When choosing the platform for content syndication, you look for the platforms which have high traffic and several active users. The platform exposes your content to their large pool of active users and generates traffic for your website, and in return, you pay them according to the number of leads generated.
As the payment is based on the number of leads generated, the marketers often create stringent sorting guidelines for separating the leads which have higher chances of conversion into sales. Because of this, the platforms where they syndicate their content charge them higher to compensate for the traffic generated on the marketer’s website. Hence, experts always suggest lowering the number of qualifying guidelines for leads to increase the number of total leads. Despite using stringent guidelines, one can use other methods for sorting out the potential leads.
So if you are planning on implementing content syndication in your marketing campaigns, the points that need to be followed are, do not do excessive syndication, syndicate the right content on the right platform, and implement better ways of sorting out quality leads. Content syndication is not the go-to strategy of marketing, but rather a backup strategy. Hence, you are always doing a wire walk, as a minor mistake can significantly create an adverse impact on your company’s image.
Below are some simple tips which can help you successfully implement content syndication while maintaining your company's position in rankings.
RSS or Really Simple Syndication is the ideal tool for content syndication. This is because it helps you to target the audience which is interested in your content. It eliminates the possibility of irrelevance as the content is being served to the right audience. Also, it allows you to maintain the content authority, thus avoiding the incidences of content duplication.
Diversifying your content
While syndicating your content, it is not necessary to follow a certain format. You can use various communication mediums for recreating your content in other formats, allowing its diversification. It also helps in avoiding the chances of content duplication. It also empowers you to capture more exposure than content syndication done while following the same medium.
Promoting the source
Content syndication aims to promote your content to a larger audience. For achieving this, you can mention the source content throughout the syndicated content. This ensures that the syndicated content is seen as genuine promotional content, rather than malicious content. This helps in improving the SEO advantages for the source content and avoiding the syndicated content getting flagged as malicious content by Google.