You took the time to create an informative, well-optimized piece of content and published it on your website for your readers to see and Google searchers to find. You’ve also promoted it through email and social media with some success. That's great! But a lot of people stop there—leaving their content’s reach to the whims of search engines and shares.
But did you know that you could do more to get extra eyeballs on your blog articles, videos and other content? It’s called content syndication. You may have heard of it. It’s been around for years, but like everything in the digital world, it has evolved to cater to the needs of both marketers and readers.
Today, there are content discovery platforms that automatically republish your content for you on other sites, all while giving you credit as the author.
Surely, you’ve seen content syndication around the web. You just may not have noticed. These strategically placed articles are at the bottom of your favorite publisher, blog or news site like Forbes, Adweek, Yahoo and Wall Street Journal. They're native ads that are meant to look natural and generally display like this…
or this CNBC article on Yahoo…
While the examples above are big players, know that there are reputable options for the little (and not so little) guys. Using content syndication tools can be a great way to give your content promotion a push by republishing it on relevant sites where your audience lives. Here’s how you can get started.
Choosing Your Content Syndication Tool
The right content syndication tool for you depends on your goals, target audience and budget. Once you determine those three factors you’ll be able to compare each tool by how they deliver your content on other sites, their partner network, and their cost—whether it be a monetary or information transaction. Most of these content discovery platforms work on a pay-per-click basis, but there are “free” options that require you to include your site in their network in return.
Three of today’s top paid tools include Taboola, Outbrain and RevContent. But note that there are MANY more. Do your homework to find the best fit. There is a plethora of case studies and comparisons of these platforms out on the web.