Content is hugely important in the online world. The key secret of marketing on the internet is to “develop lots of great content and then do very smart things with it”. The problem is that continually churning out new content can be difficult. One mechanism to get fresh feeds of new quality content is to set up relationships with others e.g. businesses or bloggers in complementary areas. This way you can share content which would be of interest to both your audiences and help each other out. It obviously doesn’t work with direct competitors but if you can find complementary relationships then this can be a powerful mechanism for generating new content.
Syndication & Automation
Since content is precious you will want to get the maximum exposure and related benefit from any content that you produce. Content syndication offers a more automated way to share your content by linking up your sites, blogs, social accounts and so, allowing you to publish one piece of content to multiple sources automatically. While this can be a highly effective way of delivering content to multiple audiences you do have to think carefully about how you do this. For example syndicating your ‘how to video guides’ across multiple video sites is probably a great idea but linking your blog to autopost to your Facebook page might annoy your Facebook fans as Facebook is more about communication and user engagement that just pushing out content. There are no straight rules around this since it’s all about content however the best way to assess this is to simply think like an end user e.g think from the perspective of one of your Facebook followers and ask yourself …”what sort of content would I like to see within Facebook.” This should quickly give you a picture of what would work and what would not in terms of content syndication
3 Tools/Methods to help with content syndication (content distribution)
- User Content Sharing – Placing Content Sharing tools on your site means that when users “like” your content they can easily, at the click of a button, share your content with their own networks through social media sites like Facebook and Twitter. Examples of services (or widgets as they are often described) are – “Add this & share this”. There are lots of these types of widgets available which are free to use. If you are using an open source content management system for your website or using a blogging platform like WordPress then you will find lots of plugins which easily allow you to enable this functionality on your site.
- Content Distribution Service – An example of such a service is http://dlvr.it/ but there are many others which allow you to automatically share your blog content with your social media accounts such as Facebook, Twitter, LinkedIn, tumblr and so on.
- Video Syndication – There are syndication services specific to types of media you want to share. A good example of this is video syndication (which can be a very powerful tactic). Sites like Pixelpipe & Tubemogal allow you to set up an account and connect this account to multiple video sites. This means you can upload a video once and have it automatically syndicated across numerous video hosting sites.
These are just a few examples of services allowing you to set this up but there are many more. The difficult part I would suggest is not in setting up content syndication but actually deciding on the best possible combination and routes of content sharing which will deliver value to your audience.