Content syndication is when web-based content is re-published by a third-party website. Any kind of digital content can be syndicated – such as your blog posts, articles, infographics, webinars, etc. Syndicating your content will get you free exposure and publicity, increase your reach and brand awareness, while also building links that can help drive more traffic your way. It’s a very low-cost (usually no-cost) way to make your content go further.

You can syndicate an entire article or webinar to a third-party website. or just the headline with a link back to your website. It depends on the website, the audience, and the type of content. Wherever possible, include links to your landing page or website, and include a call to action to encourage conversions. When selecting publications, look for the ones that have a similar or better authority than your own site, a readership that’s similar to your audience, and one that provides canonical links (the “preferred” version of a web page) to the original articles.

There are four main types of syndication:

  • publish syndicated content from other relevant publications on your site – as a publisher you can ask another website for permission to feature their content on your site;
  • syndicate your content to other relevant publications – make sure your content is featured on popular, high ranking websites that reach your target audience. Research potential syndication partners, and reach out to them;
  • write original content for a relevant site that syndicates its content to partners – you can use paid platforms such as Outbrain and Taboola to get your content on major publications; and,
  • republish your content on sites such as Medium and LinkedIn to help it reach a wider audience.