Definition: to sell (as a cartoon) to a syndicate or for publication in many newspapers or periodicals at once; also : to sell the work of (as a writer) in this way <a syndicated columnist> (Webster)
With regards to online marketing, we define syndication differently. My definition is : “To distribute online content for republishing by third parties”.
Over the past few years syndication has quickly emerged as a power tool for exponentially expanding the “reach” of your online marketing initiatives. Syndication should be a part of your online content management strategy. Developing an easy process to consistently syndicate content designed to drive and convert traffic is critical to any successful online marketing effort.
The process of syndicating content over the Internet is quite simple.
- Write your content, optimized for search engines. Content can include, but is not limited to, online press releases, articles, announcements, product listings, blog posts, etc. When choosing your content to syndicate, make sure that it is “fresh” and interesting.
- Format your content for online syndication. The most common format is RSS, which is a based on XML.
- Submit your RSS feed to as many feed syndication directories and services as you can. I’ve listed several below.
- Third parties will pick up your content through these feed syndication directories and services, based upon the topic, and republish it in their websites, blogs, email newsletters, etc. Commonly the format used allows the third party to publish a short summary, with a link back to your website / blog for the entire content.
Why should you syndicate your online content? Syndicating your content exponentially increases the reach of your content.
Best practices encourage you to give your syndicated content away for free, as this will result in it being distributed to the widest possible audience.
Here are just a few of the syndication directories that we submit our feeds to:
Over the upcoming weeks, we’ll discuss in further detail about how to develop a powerful content management strategy.