Syndication is an established content marketing technique that has been used in the news and magazine industries for years. It involves finding new outlets or placements for the original content piece or can involve extracts of the original being distributed (content repurposing and content atomisation)
Online content syndication options include:
- Sharing content from a blog into social feeds, e.g. through RSS distribution tools
- Guest blogging on publisher websites
- Paying to place reports on third-party publishers or through their emails. For example, a whitepaper from a martech vendor can be placed into different publishers reach that audience.
A disadvantage of syndication which involves an exact copy of the original is that Google detects duplicate content, so will only serve one version. Google will usually rank the original, but if content is syndicated to a site with higher domain authority, then this may be ranked more highly in Google.