Creating great content targeting your ideal customer, making sure it is available on all of your relevant channels, and optimized for SEO are some of the most important things the average marketer focuses on each week. But what about the fact that the content is read?
A lot of brands are choosing to send their content to other channels that they don’t own to solve this problem. When done right, content syndication can improve traffic and SEO performance. However, it can also lead to duplicate content which, if handled incorrectly, can be very harmful.
Content syndication can be tricky at times, but here are some best practices and tips our experts have suggested.
Where content is syndicated
Content syndication is the process of republishing content on other platforms. When it comes to businesses in the B2B space, Medium and LinkedIn are two of the most common channels that come to mind.
But is it that easy to take over content that has already been published on your blog? According to Daniel Rosehill, a marketing consultant at GrowthSpace based in New York, NY, brands should be aware of some differences between these two platforms when it comes to SEO purposes. “Medium has a native import function that adds the appropriate canonical tags to a post, so content producers don’t risk misidentifying the original URL in Google. LinkedIn Pulse doesn’t have this functionality, ”he said.
Rosehill stated that syndication to Medium works well for this reason, but warns that companies should only publish excerpts when they post a LinkedIn status, he advises.
According to Thibaud Clement, Los Angeles CEO and co-founder, California-based Loomly agrees that reposting articles on Medium and LinkedIn is a good idea. However, he did say that you should definitely post a link back to the original version on your blog.
SEO: Avoid Duplicate Content Penalties
One of the biggest challenges brands face when it comes to content syndication and SEO is duplicate content. This refers to blocks of content that either completely match or are strikingly similar. You can avoid the problem of duplicate content by using canonical links. Canonization consolidates links by essentially quoting and indicating the original publication to avoid penalties. Platforms like Medium allow you not to index articles in Google through your settings, but it’s best to add a canonical link for others to use.
As Hans Dekker, Marketing Director at Growbots, based in Warsaw, Poland, suggests: “If you are concerned about duplicate content penalties, only share parts of your article. So enter the first part with a CTA like “Read Next” .. “.”
Get the right content urls in search
Even if you’re posting through a canonical link, sometimes getting Google and other search engines to find the right page isn’t enough. When syndicating your content, Clement suggests waiting until the original article is crawled first. “… ideally, you waited until the page that hosted the article on your blog was first crawled by search engines,” he said.
Curate the right content, not all
It can be tempting to share every article posted on your blog on Medium or another blog, but a better approach is to curate only certain content for sharing. “Make sure you identify pieces that you think have ‘viral’ potential – just pillar pages, for example,” suggests Dekker.
Repackage and reuse existing content
The goal of content syndication is to drive more traffic to your website. Any platform will likely require repackaging your content to get the most impact. For example, converting the main points of an article into an infographic or a quick video can be beneficial for continuous content promotion.
Focus on lead generation
Generating leads for your business is usually the primary goal of content sharing, and it shouldn’t be any different with content syndication. Clements recommends streamlining and shortening your content for this purpose. Then use the shorter version and invite users to read the longer version on your blog.
Twitter threads and other social media options
While many social media channels are great for sharing videos and pictures, the written word has its place. Clement points to Twitter’s potential for content syndication. “A great idea is to turn a blog article into a Twitter thread, either partially (in a ‘bullet format” for example) or completely (by breaking all of the blog article text into tweets), ”he suggests in front.
Get your content syndication right
Content Syndication is a great way to promote your content and get it extra exposure. Some platforms make content syndication easier than others, but by following our tips you can ensure that you avoid penalties and potentially grow your audience.