Content Syndication: What is it & How to do it Successfully?

Team TypeStack
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What is content syndication & how to do it successfully - TypeStack
What is content syndication & how to do it successfully - TypeStack
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You would agree with us when we say that creating good quality content requires huge amounts of consistent effort. So, when we put in all these efforts to create content, naturally, we want it to be viral. We all want it to reach as many people as possible. That sounds like the perfect dream, right?

However, there is a way to turn this perfect dream into a reality. Content Syndication can be the answer to all your questions. In this article, we will understand what content syndication is, how to use it, and what are its benefits.

What is meant by content syndication?

Content syndication is the process of republishing the content that you own to other websites. By working with digital publishers, content distribution partners, and industry influencers, you can increase your brand awareness by promoting and introducing your content to a larger section of the audience.

With the different third-party websites syndicating your entire content, a specific part of it, or an edited version of your content, it increases your reach and ensures that you are driving more traffic to your website.

One of the primary objectives of content syndication in marketing is to take advantage of your syndication partner’s network or syndication network to be able to reach a larger audience.

Apart from that, content syndication also helps you build your website’s authority. Because creating good quality, relevant, and optimized content is a giant leap forward in the direction to build your website’s authority.

Let’s look into content syndication’s benefits in detail.

What are the benefits of content syndication?

Increases brand awareness

As mentioned above, one of the most basic and beneficial benefits of content syndication is that it helps create brand awareness for new businesses, and increases the brand awareness of existing ones.

If you have good quality, and relevant content on third-party websites, it automatically increases your credibility. Customers tend to trust brands that have high credibility, therefore, increasing your brand awareness.

Drives traffic to the original content

Content syndication urges the audience to head back to the source of the content. This helps the content that you shared a long time ago to be seen, therefore, increasing its shelf life. This increases the visibility of your brand and increases the amount of relevant traffic to your website.

Increases the size of your target audience

What content syndication does is that it allows you to reach and content a larger target audience, than what you can reach with your original website. When you republish your content on a website that is relatively more famous, you target a larger audience.

This drives these new customers back to your original website, increasing the size of your target audience.

Content syndication helps you generate leads

Content syndication helps both the content creators and third-party websites generate leads. For content creators, content syndication offers more engagement. For third-party websites, it saves them time and effort as they don’t have to create content, and can direct traffic by posting a combination of original and republished content.

Content syndication creates more backlinks

Backlinks are links that connect one website to another. It is an integral part of search engine optimization (SEO), as it helps websites rank higher in search engine result pages (SERPs). When content is syndicated, users are obliged to have links that connect the piece of content to its source.

The higher the number of backlinks a website has, the more reliable search engines think it is.

Now that we know how important content syndication is, let’s have a look at what is content syndication strategy.

What is content syndication strategy?

Here are the different types of content syndication strategies you can implement:

Social syndication

Social syndication is a type of content syndication that involves two different companies agreeing to promote each other’s content on their own social media profiles.

Social media has given companies all around the world a platform to reach a larger section of the audience, irrespective of their geographical location, with ease. So, this content syndication strategy allows businesses to share their content on different social media platforms and make the most of the other business’s social media presence.

Earned syndication

The earned syndication strategy is aimed at those blogs and news outlets that rely on syndicated content to be their main form of content. So, if you are a content creator, all you need to do is reach out and pitch your content to one of the relevant publications and check whether they are interested in your content or not, in exchange to earn a feature, mention, or extract.

This would require you to create content that is newsworthy and trustworthy. This allows you to only target relevant websites that are considered to be authoritative. You also get the option to target websites that have more authority than your website and earn highly valuable links from that.

Earned syndication also strengthens your SEO, as when a publication of high authority chooses to republish your content, it sends out authoritative signals to both the readers and Google. This is very important when it comes to wanting to be ranked higher in the SERPs.


Co-marketing is a type of strategy in which two or more companies collaborate together on a joint marketing effort. All the companies share the responsibilities and efforts in creating and marketing a single piece of content and reap the rewards together, i.e., share any leads that are generated from their efforts.

Self-marketing syndication

One of the most common and widely used content syndication strategies is self-marketing syndication. In this, you syndicate your own content.

There are many platforms on the internet that you can use to do this. The most common and famous platform that businesses use to self-syndicate their content is Medium.

Medium makes the process simple, as you can simply import any of your existing content, from any platform. Edit it according to your liking and publish it on Medium.

When you publish your content on Medium, the platform automatically figures out which of your Facebook and Twitter connections are on Medium, and connects you to them.

After that, Medium also shows you how many people viewed your content to the end. The reading time on Medium generally varies between 7 to 10 minutes.

If more and more people are liking your content on Medium, your content will be able to reach a new section of the audience, therefore, increasing your brand awareness.

So, by putting in the minimal effort you can gain new social media followers, find hot topics for your industry, and take your content to a whole new level. All without using your existing content.

Medium is just one of the many platforms you can use for content syndication. In the next section, we will have a look at the various content syndication platforms.

Guest blogging

If you have a knack for writing, then you would be glad to know that blogging, in general, is a great tool for content syndication. However, managing your blog can be a tedious task, and can drive your focus away from the writing itself. So, that is where guest blogging comes in handy, as it is guided by a third party.

As different blogging platforms have different guidelines and rules one needs to follow before guest posts are allowed to be published. This makes it vital that you can find a platform that is not filled with restrictions, but also comes with a good reputation, and caters to a large audience.

Guest blogging on such platforms offers a wide range of benefits to both, the writer as well as the publisher with traffic, improved visibility, brand awareness, and social media growth. Hence, making guest blogging a viable content syndication strategy.

Content syndication platforms

When it comes to content syndication platforms, there are free and paid platforms for you to choose from. Here is a list of both types.

Free content syndication platforms

  • Quora
  • Pinterest
  • Flipboard
  • LinkedIn
  • Digg
  • Medium
  • Growth Hackers
  • Mix
  • SlideShare

Paid content syndication platforms

  • Outbrain
  • Taboola
  • Facebook Business
  • Zemanta

Let’s sum it up: Content syndication is a vital part of your SEO

Now we know what content syndication is and how using your existing content can be used to still stay relevant, and show up in the top rankings in SERPs. It is worth noting that you don’t always need to produce new content to be able to increase your brand awareness and generate leads.

So, if you have ever wondered ‘why syndicated content is outranking my content?’, then we hope that we have answered your question and shown you how important content syndication is. If you haven’t started doing it, you should start now!