{"id":61646,"date":"2016-09-09T15:00:00","date_gmt":"2016-09-09T14:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=61646"},"modified":"2016-09-09T14:19:52","modified_gmt":"2016-09-09T13:19:52","slug":"content-syndication-right-digital-strategy","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/content-management\/content-marketing-strategy\/content-syndication-right-digital-strategy\/","title":{"rendered":"Is content syndication right for your Digital Strategy?"},"content":{"rendered":"

3rd party sites can give your content marketing a boost<\/h2>\n

The industry buzz that greets Content Marketing continues at pace as the tactic that can help brands redefine their proposition and differentiate their position from the competition. Indeed it\u2019s very definition has changed, been re-purposed and continues to be re-interpreted but it\u2019s safe to say Content Marketing provides a foundation for your digital marketing tactics to be used in a more joined up, strategic way to help drive the company objectives and in turn it\u2019s digital strategy.<\/p>\n

But what about maximising the reach and engagement of \u00a0your content and how do you continue to justify budget spent on your content marketing through analytics measures? Distribution of your content efforts is crucial and your branded digital marketing communications channels will be the natural route for engagement to customers and prospects. However, if your own branded channels lack the digital footprint to drive incremental reach what other tactics are available?<\/p>\n

\"link-building\"<\/a><\/p>\n

Enter content syndication<\/h3>\n

As defined by Search Engine Watch: \u201c..Is the process of pushing your blog site, or video content out into 3rd party sites, either a full article, snippet, link or thumbnail\u201d.\u00a0<\/em>Content Syndication is not a new tactic, take a look at Yahoo<\/a> or MSN<\/a> and you\u2019ll notice thousands of articles syndicated across their platforms sourced from other news publications and industry verticles that feed high traffic sites with content. The below example from CNN shows an example of links to syndicated content that CNN believe would be relevant to their audience and thus help to keep their site \u201csticky\u201d by maximising time on site and pages viewed per user session.<\/p>\n

\"Syndication_1\"<\/a><\/p>\n

Image source:\u00a0Outbrain<\/a><\/strong><\/p>\n

Facebook has reignited the syndication model and how this model can be optimised for social media through\u00a0Instant Articles<\/a>\u00a0\u2013 giving a way for newswires and global content providers a means to promote and re-purpose their content through Facebook, providing a route for their content to engage with new demographics and audiences<\/p>\n

The opportunities around content syndication are obvious. By forming alliances with other high traffic, reach and engagement partners, content can be driven to new audiences and drive further reach but it also provides opportunities for content brands\u00a0to align with new digital ecosystems with their syndicated content appearing on different platforms such as desktop, \u00a0mobile, apps, \u00a0internet of Things and the emphasis for brands to build more external collaboration. A recent article by Econsultancy emphasise the point that should a brand invest in a content syndication strategy<\/a>, \u201cyou need good content to make those networks effective\u201d\u00a0<\/em><\/p>\n

To consider whether syndication is a channel to consider for your digital strategy, brands should consider the following:<\/p>\n