As marketers, we are constantly looking for new ways to generate traffic in our direction. This is where content syndication can be an extremely useful tool. Content syndication is the process of pushing your content onto third-party sites. When used correctly, it can be a successful part of a larger content marketing strategy.
However, content syndication isn’t as simple as signing a contract with a syndication site and getting leads. There are many moving parts that must come together to make this strategy worthwhile. Below are the pros and cons of content syndication to be aware of.
Pros of Content Syndication
Since time is money, content syndication can be the key to unlocking access to larger audiences, with little effort on your behalf. For this to be successful, it’s important to pinpoint where your potential clients spend their time. This way, you can get your content in front of the right audience, even if they don’t know you exist yet.
Increase Your Search Engine Ranking
When you use content syndication to post your content on a higher-authority website, you get to reap the benefits. For example, Google will automatically bump your ranking just for being mentioned on a higher-ranked site.
To ensure this works for you, make sure your posting agreement allows links and an author byline. At the end of the day, every inbound link from a credible website is essentially seen as a “personal recommendation” for your site!
Find Qualified Leads
Finding prospects is one thing, but finding promising prospects is a whole other ball game. Thankfully, content syndication can help send the right people your way. Develop a reliable system to track captured leads that have come to you through syndication. This will help you determine which syndication sites are giving you the best results.
Cons of Content Syndication
Not all content syndication platforms are created equal. Finding the right syndication site will take research. You don’t want to leave a bad taste in the mouth of potential leads by seeing your content on a spammy site.
Duplicating your own content can actually lead to outranking your actual website. This is due to the syndicated page having a higher authority than your own. And, since Google isn’t in favor towards duplicate content, they could lower your ranking.
Risk of Lower Conversions
Prospects through syndication sites are usually harder to convert than those coming directly to your site. Be willing to adjust your syndicated content to high-level offers that will convert people more easily.
After weighing these pros and cons, remember that it’s crucial to take the time to look into which syndication platform is the best fit for you. Always strive towards protecting your company’s reputation and resources, as well as generating qualified leads.