The Perfect Content Syndication Strategy for Lead Generation


For a b2b marketer, relying on a marketing strategy that features a variety of tactics can mean more awareness for your brand, ensure more reach and result in more sales leads. Key among those tactics should be Content syndication. It is a marketing tactic that involves distributing content that you have published on your digital assets, to be republished on third party websites. While some companies will publish your content on their website for free, other websites, especially high-authority sites, do so for a fee.

  • A lot of syndicating sites have a large following hence your content is likely to be more visible
  • Your content will experience a longer shelf life
  • Publishing content on other sites improves your image as an authority
  • It keeps you top-of-mind should readers ever need your product or service
  • It allows you to tap into a new audience

Concerns with Duplicate Content

One of the key concerns raised around content syndication is duplicate content. Whereas content syndication means that there will be more than one version of your blog circulating in the internet, as long as you work on your SEO, this shouldn’t be a problem.

Why Content Syndication

Your company’s blog should be the center of your content marketing strategy; all traffic should lead back to your blog or website. But, when starting out, it will take more than publishing content on your own site to get inbound traffic. You will need to leverage other sites that have traffic. Hence the need for content syndication to get new audiences for your brand a lot faster.

What Will Content Syndication Do and What Won’t It Do?

Before you come up with a content syndication strategy for lead generation, it’s important to understand what it will do and what it won’t do.

3 Main Content Syndication Tips

To come up with a winning content syndication strategy for lead generation, follow these tips:

1. Ask Yourself, “What is My Content Syndication Strategy?”

To answer this question

  • Will stand out on the syndication websites?
  • Will it serve your goals?
  • Social networks. LinkedIN, Quora, Facebook (Instant article and Notes)
  • Blogging platforms. Medium and Tumblr are good examples.
  • Read testimonials of businesses that have succeeded syndicating on those sites. Reviews and testimonials that feature real analytics such as conversions or sales data are more credible.
  • Syndicate on a website that has more traffic than yours. You can also syndicate on a website that matches your traffic levels if your objective is to take advantage of new audience types.

2. Choose Your Publishing Time Wisely

Choosing your timing wisely will help you achieve maximum visibility for your original post. If you publish to your site and also syndicate at the same time, your syndicated post may end up ranking better because of all the traffic and authority level of the syndicating site. Ensure your content is indexed before you syndicate.

3. Practice SEO-Friendly Syndication

Earlier in the article, we spoke about concerns over duplication of content. We have also mentioned the likelihood of syndication sites cannibalizing traffic from your original post. You can avoid both these things by doing the following:

Ensure the Syndication Provider Has Implemented a rel=canonical Tag

Canonical links are essential for the success of your content syndication strategy as they point search engines at the original publication. By so doing, canonical links ensure that your article, and not the syndicated one, appears on search rankings. But for canonical links to work, the syndicating site has to implement rel=canonical tag.

Include a Canonical Link

Once you double check that the syndicating site has canonical tags, you can include canonical links on your posts. The syndicated content may cannibalize some of your traffic but by linking to your original content, you help to mitigate against this. Canonical links ensure that the search engine attributes all SEO equity to the original version.

Prevent Search Indexing Using a “noindex” Tag

A noindex tag blocks a page from being found and indexed by google search.

Using Clean Crawlable Links

In cases where a syndicating partner wants the version on their site to be indexed, they could opt for including a crawlable link on the article, to give credit to the original author.

Bottom Line. Should You Use Content Syndication?

Absolutely yes!



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