How to Use Content Syndication the Right Way

Content syndication is 1 of the astir arguable SEO strategies around. In fact, for each contented marketer who swears that syndication is essential, you’ll find 1 who tells you that it’s much occupation than it’s worth.

Why is this?

The contention comes from the information that syndication tin connection immense SEO benefits, but it besides poses a fig of risks erstwhile you don’t cognize what you’re doing. On apical of that, syndication means moving with 3rd parties. 

This adds an uncontrolled variable, arsenic your syndication spouse tin easy messiness thing up too. Therefore, the champion contented syndication strategies leverage the benefits connected connection portion minimizing the risks for your SEO.

Today we’re going to look astatine 2 strategies to execute this. Specifically, we’ll research however you tin syndicate video content and infographics to boost your integrated and referral traffic. But first, let’s commencement with the basics.

What is Content Syndication?

Essentially, contented syndication means allowing larger sites to republish your existing content.

They mightiness usage full pieces of content, oregon simply usage abbreviated excerpts. While blog articles are the astir communal signifier of syndicated content, this besides carries the astir risks, arsenic we’ll spot successful a minute.

This is akin to guest posting, but the cardinal quality is that syndication uses existing content, whereas successful a impermanent posting relationship, you make wholly caller pieces for your partners.

As overmuch arsenic 10% of content published by the apical brands is syndicated, meaning that determination is simply a precocious request to meet:

Why Do Marketers Use Syndication for SEO?

Since syndication is aimed astatine publishing contented connected larger sites successful your niche, it fundamentally offers 3 SEO benefits:

1. Audience Access – Your syndication partners’ audiences volition evidently beryllium larger than your own. Naturally, this means much readers for your contented than if you lone people done your ain channels.
2. Link Building and Domain Authority – When done correctly, contented syndication allows you to boost your site’s rankability, by improving your domain authority. Each clip you person a nexus from a precocious authorization tract successful your industry, it signals to Google that you’re a credible dependable successful your niche. Syndication is 1 of the easiest link gathering strategies around.
3. Improved Brand Awareness – As clip goes by, readers volition statesman to spot you arsenic an authoritative dependable successful your niche, which tin pb to amended nonstop traffic, and societal engagement.

The important happening present is that contented syndication is simply a almighty mode to adhd worth to your existing contented efforts. That is, erstwhile you’ve already done the hard enactment of creating astonishing content, syndication is utilized to marque this enactment harder for your brand.

So what’s the downside?

Does Content Syndication Hurt Your SEO?

The unfortunate information is that contented syndication tin besides actively harm your SEO. To recognize why, let’s instrumentality a measurement back. 

Say you had to explicate what the Google algorithm is looking for to a caveman.

The marque which ranks archetypal for a fixed keyword is inevitably going to beryllium the 1 which publishes the champion unsocial contented connected the tract with the strongest domain-level ranking signals. There are a fewer cardinal syndication mistakes which tin undermine this mission.

Duplication Issues and Incorrect Canonicalization

When 2 pieces of contented are substantially similar, hunt engines find it hard to determine which to show for users. In utmost cases, this tin adjacent pb to manual enactment penalties, if Google suspects that determination is plagiarism afoot.

More often though, some versions of the duplicated content volition beryllium indexed, but conflict to rank. This is due to the fact that it simply isn’t successful Google’s involvement to amusement users 2 versions of the aforesaid article. In this case, the articles volition vie with each other, and conflict to rank.

To debar this, your syndication partners request to adhd a portion of HTML known arsenic a rel=canonical tag to the caput connected their mentation of the content. This signals to hunt engines that your tract is the archetypal publisher, which Google should prioritise.

Of course, this is wherever spot comes into play. That is, you can’t warrant that your syndication partners volition play ball, meaning that syndicating written contented is inherently risky.

Syndicating to Competitors

When you syndicate written content, you’re besides going to extremity up competing with your partners to fertile for akin keywords. For example, accidental you tally a selling blog with an mean domain authorization of astir 45.

If you syndicate contented to a large subordinate with an 80+ domain authority, chances are they’ll travel retired supra you successful the SERPs for conscionable astir immoderate keyword. As such, contented syndication tin often mean shooting yourself successful the foot, astatine slightest with written content.

Linking and Attribution for Syndicated Content

Again, if your syndication partners don’t clasp up their extremity of the bargain, you’ll often extremity up hurting your ain SEO and boosting theirs. If a spouse fails to usage due onpage attribution for your syndicated content, then, champion lawsuit scenario, they’ll get each the recognition and you won’t get immoderate nexus foodstuff successful return.

In the worst lawsuit scenario, it mightiness adjacent look similar you’ve plagiarized from them, which tin pb to manual penalties and reputational harm for your brand.

How to Use Content Syndication Without Hurting Your SEO

So however bash you destruct the SEO risks of contented syndication? As we’ve seen, astir of these risks are unsocial to written content, similar blog articles. As such, the astir effectual mode to get astir these risks is to debar syndicating written contented entirely.

Instead, we’re going to absorption connected however to usage videos and infographics successful your contented syndication strategy.

Syndicating Multimedia Content

The important happening present is that multimedia contented isn’t liable for the aforesaid kinds of duplication oregon attribution issues arsenic written content. There’s besides a greater request for syndicated ocular content, with overmuch little supply, making it easier to people links connected precocious authorization sites.

Many marketers are hesitant to make multimedia content. After all, we’re not each video accumulation oregon graphic plan whizzes. However, creating effectual ocular contented isn’t that complicated.

With tools similar Canva, conscionable astir anyone tin marque a nonrecreational looking infographic. Other brands are crying retired for infographics to amended the prime and credibility of their content. Your extremity is to conscionable this demand. 

Typically, the information you request already exists, you simply person to bundle it successful an appealing ocular format.

Video contented is simply a akin story. There’s monolithic request for quality, embeddable video content, arsenic this offers immense onpage SEO benefits by improving mean league length: 

Most brands don’t deliberation they person the resources to marque this successful house. The information is that any video volition boost your syndication partners’ league lengths. Even a elemental surface signaling and voiceover volition execute this. You conscionable request to cognize what you’re talking about.

At ProfileTree, we’ve utilized this strategy to make a full bid of tutorials for the fashionable resistance and driblet website creator, Wix. For example, this elemental video presumption has astir 300,000 views and has been embedded implicit 200 times from 56 antithetic domains, with DA scores up to 81.

To execute the aforesaid result, each you request is the following:

• Expertise connected your topic,
• A abbreviated script,
• Screen seizure software,
• A decent microphone.

Start by creating video versions of your apical performing written content. You’ll rapidly find that different sites statesman embedding your video content, without the request for you to enactment successful immoderate syndication outreach.

Speaking of outreach.

Identifying Influencers successful your Niche

With written content, syndication typically means signing up to a syndicate network, uploading your content, and hoping for the best. We’re going to instrumentality a somewhat much targeted attack with our multimedia syndication strategy, astatine slightest astatine first.

There’s a cardinal quality present betwixt syndicating blog articles and video oregon infographic content. This comes down to proviso and demand. From the constituent of presumption of syndication partners, the concern is arsenic follows:

• Written contented – There are countless creators who privation their contented syndicated, meaning that publishers tin beryllium overmuch much selective. This means you’ll request to formed a wide net, by utilizing syndication networks.
• Multimedia contented – There are acold less prime multimedia creators, and the imaginable benefits for republishers are overmuch greater. This means that you person a beardown worth proposition erstwhile you scope retired straight to syndicate partners, arsenic you person a batch much to connection them.

This means that targeted outreach is much effectual successful the abbreviated term. You tin past physique connected this aboriginal by utilizing syndication networks.

At this point, your extremity is to place brands which volition payment from embedding your multimedia content. In essence, you’re looking for 3 things here:

1. Audience Overlap –  You privation to place sites which people blogs which are applicable to your existing audience. Your extremity is to adhd worth to their existing content, truthful the much applicable the better.
2. Middling Rankability  – This is the occupation you’ll lick for your outreach targets. Aim to travel up with a database of brands which are successful the apical 50 connected Google for applicable keywords, but are struggling to marque the beforehand page.
3. Domain Authority and Traffic – Here’s what’s successful it for you. Your extremity is to either summation prime backlinks oregon referral postulation erstwhile your contented is syndicated. As such, you privation to prioritise sites with a steadfast DA oregon decent monthly postulation figures.

Now that you recognize your syndication goals, let’s instrumentality a person look astatine the circumstantial steps you tin take.

How to Syndicate Video Content

It’s important to framework video contented syndication successful the close way.

Whereas with written content, you’re fundamentally republishing sections of your blog, video syndication is each astir providing resources different brands tin embed connected their blogs to marque them much effectual for some SEO and CRO.

As such, the extremity is to get your videos successful beforehand of different like-minded creators. Remember, these radical are looking for prime embeddable video content. You conscionable request to marque definite they take to usage yours.

Here are 3 factual strategies which we recommend.

Social Media

Now, we’re assuming that erstwhile you make caller contented you’re astir apt already publishing it crossed your societal platforms. While this is simply a perfectly bully strategy for user marketing, utilizing societal media for scoring syndication opportunities works a small spot differently.

There are 2 cardinal strategies which you tin leverage here:

1. Using interest-specific groups to people contented creators connected Facebook and LinkedIn,
2. Engaging with different creators’ posts connected LinkedIn and Twitter.

Finding Syndication Opportunities successful Social Media Groups

Social media groups are astir apt the astir utile assets determination is erstwhile trying to syndicate your video content. These fundamentally connection a premade assemblage with a precocious grade of specificity.

For example, the Adobe Illustrator LinkedIn radical has implicit 115,000 users, made up of graphic designers and contented creators who usage Illustrator. If you were a contented creator successful the graphic plan niche, this would beryllium a monolithic accidental to find others to syndicate your video content.

This is simply a beauteous communal attack connected akin LinkedIn groups, with posts aimed astatine promoting video contented being published astir each day.

Engaging with Creators connected LinkedIn and Twitter

Another large enactment to usage societal media to find contented syndication opportunities is to commencement nationalist conversations with influencers successful your niche. Let’s instrumentality to our Wix video illustration from earlier.

Here, your ngo is to question retired influencers who person precocious published an nonfiction which would payment from having your video embedded connected it. Then, each you person to bash is remark connected their nonfiction and amusement however your video volition adhd worth to it.

Manual Outreach

Beyond societal media, accepted manual outreach is simply a almighty instrumentality for targeted syndication of your video content. Again, we’re looking for brands which people contented related to your video content, who are struggling to marque the archetypal page.

All you request present is simply a decent keyword probe tool, similar Semrush oregon Ahrefs.

Let’s instrumentality with the aforesaid example. Use your keyword probe instrumentality to place each of the sites which fertile successful the apical 100 for your desired query, without making the beforehand page. In our case, we’ll spell with ‘How to usage Wix’:

This gives america 90 imaginable sites who we tin adhd worth to, by signposting our tutorial and suggesting they embed it. All we person to bash is place the close contact, and outreach to them with a connection stating:

• That you liked their article, but noticed that it’s struggling to marque the beforehand page.
• That embedding video contented connected blog articles tin boost rankability by arsenic overmuch arsenic 50%.
• That they are invited to usage your video content. At this constituent you should besides supply details of however you’d similar this to beryllium attributed – specifically, a nexus to your ain site.

This is simply a truly effectual approach, due to the fact that you’re fundamentally offering them a escaped SEO boost, without truly asking for thing successful return. This beardown worth proposition volition pb to a precocious triumph complaint for your syndication outreach.

How to Use Content Syndication with Infographics

Luckily, the process for scoring contented syndication opportunities with infographics is beauteous similar. In fact, you tin usage the nonstop aforesaid societal media strategies arsenic you would erstwhile trying to syndicate video content.

What makes infographics specified a large assets is that their proviso and request ratio is skewed adjacent further successful your favour. This means that infographics are astir apt the champion mode to syndicate contented organically.

In fact, syndicating infographics tin boost integrated postulation by arsenic overmuch arsenic 400%.

Organic Syndication

Organic syndication happens erstwhile idiosyncratic republished your content, without you having to assistance a finger. This happens successful 3 stages:

1. You make a prime infographic and people it,
2. Other creators find your infographic erstwhile conducting their ain research,
3. They past republish this to boost the credibility of their ain content, without the request to make their ain visuals.

A ample proportionality of these hunt motor users are going to beryllium conducting representation searches. Let’s instrumentality the keyphrase ‘content selling statistics’ arsenic an example:

This has a tenable monthly hunt volume, arsenic good arsenic a moderately precocious keyword trouble score, and a precise circumstantial hunt intent. As such, it would beryllium precise hard to instrumentality the beforehand leafage of the SERPs for this unless you had an outstanding domain authority.

However, if we instrumentality a look astatine the Images SERPs, 1827 Marketing has managed to marque the apical 10, with an unremarkable domain authorization people of 27.

This means that creators who are seeking retired contented selling infographics volition find this content, and organically syndicate it.

This demonstrates that each you request is immoderate precocious prime ocular content, and decent alt texts to execute integrated syndication, and summation vulnerability astir brands could lone imagination of with written content.

Manual Outreach

Manual outreach for infographic syndication opportunities isn’t markedly antithetic to the strategy we sermon supra with video. In essence, it’s the aforesaid process, with 1 further step.

Recall that outreaching to imaginable video syndication opportunities was each astir identifying brands who volition payment from embedding your content, and convincing them of the worth of doing so.

The quality with infographics is that you request to bash a small spot much legwork to explicate the discourse of your ocular content.

For example, let’s accidental we’re inactive moving with an infographic connected contented selling statistics. Your targets are mostly going to beryllium blogs which are struggling to marque the archetypal leafage for keywords relating to contented marketing.

With video, you could simply authorities that video contented of immoderate benignant volition boost their rankability, and you conscionable truthful hap to person a applicable 1 for them.

With outreach for infographic syndication, you’ll person to pass the value. One casual mode to bash this is to zoom successful connected their introduction, and effort and assistance them physique a consciousness of urgency successful their content.

In your outreach, suggest that their league lengths are dragging their rankability down, due to the fact that their intro lacks punch. Then, you tin item however your infographic solves this problem, by hooking successful readers with a consciousness of urgency.

Then, each you person to bash is supply them with the close attribution details for infographic nexus building, and ticker the results determination in.

How to Syndicate Multimedia Content

Content syndication divides opinion. There are monolithic benefits connected connection for your domain authorization and referral postulation volumes, but determination is besides a beardown accidental that things volition spell incorrect and actively harm your SEO.

However, astir of these problems lone hap erstwhile you syndicate written content, similar blog articles. As such, putting videos and infographics astatine the bosom of your contented syndication strategy is the astir effectual mode to reap the benefits connected offer.

The halfway of this is creating invaluable multimedia content, which different creators volition really payment from republishing. Then, the missing measurement is simply to find the close creators to syndicate your content, utilizing a operation of manual outreach, integrated hunt and societal media.

Bio: Ronan is simply a contented marketer and SEO adept astatine ProfileTree, Northern Ireland’s apical integer agency. He’s passionate astir boosting the visibility and competitiveness of SME clients.