Content syndication multiplies marketing production by re-purposing or distributing an already-published piece of content on various other third party websites. Content marketers are starting to accept the fact that it’s practically impossible to yield 100% original content with limited internal resources and increasing the network of websites that carry the content is very useful for branding and positioning. Some popular content typically used for syndication are:
- Blog posts
- Press releases
Using our “Content Syndication Multiplies” strategy is a complex game though, as Google penalizes duplicate content. Google’s business and mission has always been to provide users with the quickest, most relevant, content for their searches and email. Eventually, if you use too much duplicate content, Google will flag your site, and you’ll soon find yourself with little domain authority, and very little presence on the first pages of search – Google or Bing.
MUSTs for Content Syndication
- Don’t duplicate content
- Make content relevant to your audience
- If you don’t include a primary call-to-action, at least be sure to include your corporate information
- Try not to simply re-write what most of your audience already knows
Content Syndication Multiplies … without Duplication
Remember that once you start using syndication strategies, more of your brand will become visible. This means that any mistakes could multiply regarding brand presence and legitimacy. With the Google Panda 4.0 roll out, numerous websites that supported syndicated content saw a 60% decrease or more in their SEO visibility and traffic.In cases where some of your content syndication might overlap current topics – and thus risk any content duplication, always maintain separate on-site high-quality, original content.This mitigates risk of watering down your brand.
Setting 60/40 balance with 60% of your content being original material and applying proper linking techniques with other precautionary content syndication measures, your content syndication multiplies at a safe pace with Google.