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8
minute read
November 4, 2019

Content Syndication: A Best Practice Guide

Written by
David Scott

If you're ready to launch a content syndication campaign there are a few things you should know.

Following content syndication best practices is key to making sure your campaigns lead to results. The only way to get more leads into your pipeline and see a higher return on investment from your content syndication efforts is if everything goes to plan.

But, it's not easy to know what to do if you haven't done it before.

In this article we're going to look at some key best practices you can follow when planning, creating and executing on your content syndication campaigns.

We cover topics including:

  • How to choose the right promotion channels
  • How to ensure you don't lose the SEO benefits of your content
  • How to optimize your content for social shareability
  • and much more

Without further ado, let's jump into the article.

I'm New to Content Syndication: Where Should I start?

If you're brand new to the concept of content syndication I recommend starting with our Ultimate Guide to B2B Content Syndication here. It will provide you with the knowledge you need to decide if content syndication is a strategy you want to pursue, or not.

There are a range of benefits to running a content syndication campaign.

Some of the best benefits include:

  • Target decision-makers with highly relevant content
  • Build rapport with key accounts
  • Position your brand as an industry leader
  • Increase the reach and ROI of your content

But, if you've already read the article above, know about the benefits of content syndication, and are ready to learn some final details before launching your first campaign, this article is for you.

We'll look at some key best practices that you should be following that will all help you see success.

None of our recommendations are a silver bullet to success. There are too many factors out of our control such as your budget, your content, and your business as a whole. Our recommendations will, however, help you to ensure you maximize your chances of success.

Without further ado, let's look at the best practices.

Content Syndication Best Practices

In this section, we'll look at some of the best practices you should be thinking of when planning

1. Choose a Content Syndication Provider That Can Deliver Results

Want to save your team a ton of time and effort?

Consider working with a content syndication provider. Rather than needing to rely on trial and error and the learning curve involved with successful B2B content syndication, you can work with a trusted partner who has done it all before and comes with a proven track record.

You'll need to evaluate various vendors based on their fit for your business. We'd recommend scheduling a call with vendors before committing to anything, and asking about previous successes, as well as inquiring about the channels and methods they use. All good content syndication providers will be happy to share details with you.

At Internal Results, we help B2B businesses grow their pipeline using content syndication. We're a provider of true multi-channel content syndication.

internal results content syndication service
We provide true multi-channel content syndication

We'll promote your content through a range of channels including (but not limited to!):

  • Social media
  • PPC ads
  • Email marketing
  • Telemarketing

We have experience syndicating content in multiple formats, from eBooks to blog posts, to webinars, and podcasts.

If you'd like to work with us, you can get in touch here. We'd be happy to walk you through our process and let you decide if we're the right syndication partner for your business.

2. Promote on Channels Where Your Audience Spends Their Time

Another key element of a successful content syndication strategy is choosing where to distribute your content.

Having a wide reach and ensuring as many people see your content as possible can work. But, it's hard to beat a highly targeted campaign that's going to be seen by the people you want to see it.

You want to ensure that your promotion efforts are going towards the right things.

Focusing on the channels that will have the highest impact is the best place to start.

You need to figure out exactly where your ideal customers spend their time.

  • Do they use LinkedIn?
  • What industry news sites do they read?
  • Do they see webinars as a valuable use of their time?

Once you understand your customer your content distribution will become far more simple.

You'll have the ability to share your content in the places you know your audience will see it and build your brand authority with them.

In the case of many B2B businesses, you'll need to bring in tactics such as email marketing and telemarketing. They are two ideal strategies that can get you directly in front of key decision-makers thanks to them being hyper-focused and personal.

3. Optimize Your Content for Social Shareability

There's no such thing as a free lunch, and the same mantra applies to content promotion.

You'll rarely see success with no investment from your side.

However, the closest thing to a free lunch is when your audience shares your content for you, increasing the reach of your content and asking for nothing in return.

You need to optimize your content for social shareability. What does that mean exactly?

Well, when someone shares a link to your content on their social media it should show up correctly.

The image should match the post, and the tags (title, description, etc.) should show up correctly.

There are a range of ways to do this. For Facebook, you'll need to implement Open Graph tags, and you can optimize for Twitter shares with HTML tags.

content needs to be optimized for social sharing
Ensuring the title tag and main image show up when your content is shared is key

Ensuring your content is optimized for shareability ensures that someone won't regret sharing your content and delete it, and increase the CTR when others see the post in their feed.

If you're wondering if it's worth the time, consider that 90% of companies use social media to promote themselves, and if you're not there, your competitors will be.

4. Follow SEO Best Practices

A popular content syndication tactic is cross-posting blog posts and interesting articles onto industry news sites, or sites like Medium and LinkedIn Publisher.

Cross-posting content is an effective way to increase the number of people who see your insights, but, it comes with a risk that your site gets flagged for posting duplicate content.

There are a few content syndication best practices that you should follow to reduce this risk.

Firstly, don't re-post your content immediately. You should wait until Google has indexed your content before syndicating it to any other content platforms. You can easily check to see if this is the case using Google Search Console.

check content indexation in google search console
Wait until your content is indexed before re-publishing elsewhere

If the platforms you post to have their own guidelines, make sure to follow those carefully.

For example, in Medium's own guidelines they recommend using their Import tool as this sets the Canonical tag to your original blog post, rather than the Medium post.

5. Re-Purpose Your Content

A popular way to extract as much value as possible from your content is to repurpose your content into valuable new material.

If you publish a series of articles on a topic, you can combine those into an eBook. You could also run a webinar on the topic, or create a series of videos that can be published on YouTube to gain additional exposure.

Content re-purposing can be a great way to give existing content a new lease of life or reach your audience in ways that the original piece didn't.

You can build your brand authority, amplify the reach of your content, and even get an SEO boost if you're repurposing content into new blog posts and website pages.

6. Do It Alongside Your ABM Campaigns

If you're running account-based marketing campaigns then content syndication is a powerful way to educate and nurture your leads into paying customers.

When targeting key decision-makers you need to consistently build up your brand authority.

Syndicating well-researched content can be a great way to engage with and prove why you're the right vendor for your leads. ABM campaigns regularly incorporate a range of methods including paid ads and email or phone outreach.

As we've mentioned above, these are ideal channels to syndicate your content through as you can laser focus your targeting on key accounts. As your leads engage with your content and share it within their organizations, your sales reps' lives will become much easier as leads are nurtured more than they ever would be otherwise.

7. Spend Time Creating Amazing Content

It's easy to spend all your time focusing on promoting your content without reflecting on the quality of the content itself.

Even if you follow all of these best practices and perfectly execute on your content syndication campaign if the content you're promoting is low-quality or irrelevant to your audience you're going to see lackluster results.

The Pareto Principle (or 80/20 rule) to content creation and promotion is often cited as a best practice.

It's the idea that you should be spending 20% of your time on content creation, and the rest on promotion.

However, you should spend however long you need to create content that will truly resonate with your target audience, and the quality should be to the highest level.

As Sujan Patel says, if regularly create high-quality content and followed the Pareto Principle, you would have no time for anything else.

Spending time on promotion is always important, but never forget the significance of a truly great piece of content.

If you're wondering why that matters, picture this:

Your target accounts see your latest eBook in an ad, download it, and decide to share it internally.

At that moment, your brand will be either positively or negatively impacted depending on how much value the readers get from your content.

If you've put the work into creating your content you can ensure that's it of the highest quality. Your content quality could be the difference between a lead choosing you and going with your competitor.

Conclusion

Creating a content syndication campaign that drives results is a big task and you need to prepare for your campaigns with meticulous care. You'll need to build buy-in from your whole team, and they'll want to see great results at the end of it.

As we've seen, the most successful campaigns all rely on having amazing content at the center of them, whether it be a blog post, whitepaper, webinar, podcast, or any other type of content.

If you follow these content syndication best practices you'll be able to avoid common mistakes that lead to campaigns having lackluster results and resulting in little movement in your lead pipeline.

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