How To Find The Right Content Syndication Platform


Have you ever spent a long time creating perfect and mind-blowing content, hit the publish button, and wait till it gets enough attention, but ended up with the fewest clicks possible?

Unfortunately, this is a very common story.

One way to maximize the reach of your content is by partnering with established platforms to leverage their reach.

In this blog, we’ll discuss how to choose the right content syndication platform. By the end, you’ll be able to make your own decision to choose the right syndication vendor.

But let’s first understand what content syndication is.

What is Content Syndication?

Content syndication is the process of posting and promoting original content on third-party websites. Quality content syndication has a broad network of audiences, and promoting content here can give you visibility and brand credibility.   

Content syndication is different from guest blogging. With guest blogging, you need to provide unique content to the site. Content syndication is a bit easy and scalable, as it requires you to repurpose the same content you already have.  

The activity is genuine since the platform mentions where the article was originally published.

Why Go For Content Syndication?

If you are already creating high-quality content like articles, white papers, videos, all you need is a strategy to distribute it wisely. That’s where content syndication comes in.

You could run your own content syndication program, but the costs become unbearable. So it’s always wise to network with other content syndication platforms.

Your team will end up spending time promoting content on various sites rather than creating quality content. This can seriously harm your brand in the long run. So you should keep creating quality content and let the platforms handle the syndication part.

A good content syndication platform will have demonstrable experience, and you can trust them to be your long-term partner. 

How to Choose the Right Content Syndication Platform?

Every company will have different requirements for content promotion, audiences, and goals. Based on these factors, you need to evaluate which content syndication platform is right for you.

This section will show you some parameters along which you can evaluate the content syndication platforms.

1) Marketing Channels They Use

Today, there are multiple platforms your business can leverage to target a specific audience. So it’s worth considering looking at what marketing channels your content syndication platform provides.

For example, some platforms provide a pay-per-click facility, but your content won’t gain any traction on social media.

Depending on where your target audience spends time, you need to check which service provider has those options.

If you want to have the best chance of reaching potential clients, you can go for a platform that provides multi-channel service.

A multi-channel syndication provider will ensure your content is distributed through social media, email marketing, PPC, and more. It’s the best way to reach potential decision-makers and increase ROI.

2) Can they Help with Content Creation? 

As you might be knowing that quality content creation takes time and increase management overhead.

If your team cannot create quality content, it can harm your content syndication strategy.

There are some vendors who also help you with content creation. Once you define your ideal audience and what content format gives the best result, the platform can create authoritative content and promote it for you.

If you could find a vendor that can create content according to your brand needs, we recommend you go for it. It will save you time and work overload.  

3) Do they Have In-house or External Team?

Ideally, your content syndication platform should have its own team to promote your content. You don’t want to find out that your syndication platform itself is outsourcing its efforts.

When you are outsourcing, you need everything to be the best possible standard. The benefit of having an in-house team is they are specialized in knowing what promotion strategies would work.

Being close to your content syndication platform helps you communicate your needs effectively, and the job gets easy. With easy communication, you’ll be far more likely to see good results. And having an in-house team really helps you develop a good relationship.

4) What’s their Ideal Client Type? 

Not all content syndication platforms will suit your business needs. Over time, even content syndication platforms will build their portfolio around a certain type of client.

You’ll need to ask what their ideal clients are and what successful campaigns they have executed. If you are a technological company, a vendor with a similar portfolio can really help you get the desired results.

They’ll have the working knowledge of how your industry works in order to get you the desired results.

5) Technologies they Used for Targeting

Content syndication is a tactic to distribute content and attract relevant prospects. Hence, you need to ensure that your syndication provider promotes your content using the latest targeting technologies.

One of the most effective ways to target your ideal client is through intent data. It helps you find out decision-makers when they are searching for content similar to what you are promoting. If you know where and how your audience is searching for answers, you can effectively place your content for better results.

When choosing a content syndication platform, make sure you use the one with good targeting methods and technology. If they have additional information about targeting your buyer persona, they’ll be able to make better engagement decisions.

Wrapping Up

Choosing a content syndication partner is an important task. It’s a partnership that should be fulfilling and successful in the long run. There are dozens of good content syndication platforms out there, but you need to choose the one suitable to your needs.

Use the above points mentioned to evaluate your new content syndication platform. It’ll help you make a clear decision.