What Is Content Syndication and Why Is It Important?

Alex Tchouangwa
January 17, 2023
 min to read

67% of businesses state that content marketing helps them find and nurture leads. Publishing quality content on multiple platforms is a great way to boost your brand, gain visibility, and ultimately get leads.

Content syndication is necessary for businesses looking to grow as much as possible. Here, we're going to discuss what exactly this means. Then, read on to learn the benefits of having a top-notch content syndication strategy with LinkedIn, YouTube, and other websites.

What Is Content Syndication?

In the most straightforward words, content syndication is republishing the same content on multiple platforms. This content may be a blog post, video, product image, or infographic. 

After publishing content on your website, you may also add this content to any combination of web pages. This includes third-party websites you've partnered with, social media accounts, or review platforms.

LinkedIn and YouTube are great places to build a wider audience. For example, those looking to boost blog posts will find much success on LinkedIn as you can publish blog posts there. YouTube is awesome for video content and animated graphics.

Content syndication aims to reach a wider audience through a third-party website. People will read the content and learn about your business before going to your webpage. It's a great way to spread awareness to your target audience (and beyond).

The Various Forms of Content Syndication

One great thing about content syndication is that there's no one way to do it.

Many publishers choose to republish their entire content piece onto third-party platforms. This is a good idea for uploading videos, images, and infographics.

You'll need to change the content's HTML and meta tags across all sites. This is so Google Crawlers don't detect duplicate content, however. That's why there are better ideas for syndicating blog posts or longer pieces of text.

Another option is to edit the content pieces and publish a shorter version on third-party websites. This is awesome because it doesn't look like plagiarized or duplicated content to indexing bots. It also is more easily digestible for consumers on the third-party platform.

Posting a small excerpt or concise summary of a longer post also works. This can get readers interested in what you have to say. It generates interest and drives people to visit your official website.

Ensure you link to the main blog post if you shorten, excerpt, or summarize the content.

Drives Traffic to Your Website From LinkedIn, YouTube, and More

Only some people looking for services like yours will immediately find your site. You may want them to, but you can only optimize for some conceivable queries or keywords. Some people in your target audience will discover other pages, including competitor websites.

Others will find social media content or review websites. This is likely since 84% of people trust online reviews as much as in-person recommendations. Consumers will actively seek out reviews.

More people will see your videos, graphics, and text excerpts if you syndicate content to social media and review websites. As a result, you'll reach more people in your target audience than those that will immediately stumble on your page.

  • For nearly 50% of buyers who use social media to make B2B purchases, the company's LinkedIn and the profiles of the C-Suite influenced their decision.
  • As LinkedIn Ads continue to evolve with better targeting and usability, marketers often need clarification about how to use LinkedIn to meet their marketing objectives.
  • Finally, every company and decision-maker has very different goals for their company's LinkedIn account. This will cause friction when we approach them with a unique content marketing strategy for creating and promoting content and engaging with internal and external audiences.


We, like other marketing leaders in B2B organizations, are responsible for creating a digital marketing strategy that should be able to execute on the following points:

  • Document objectives, brand guidelines, legal considerations, and best practices when developing a content marketing strategy geared toward engagement.
  • This will allow us to develop a playbook that supports our client's use of LinkedIn.
  • Evaluate current and future assets to understand which ones are the most appropriate to syndicate on LinkedIn.
  • We must diversify content to appeal to their current customer base and prospective buyers, investors, regulators, employees, and other entities.
  • By leveraging Sales Navigator's robust targeting capabilities, we should build out content that targets relevant segments of their audience and buyer personas based on criteria such as job role, company size, and much more.
  • An underrated way to promote content on this platform is to use a variety of ad formatting LinkedIn Campaign Manager by selecting campaign objectives, optimization goals, and bidding strategy.
  • Establish an employee advocacy program that collaborates with internal HR and PR teams to expand the organic reach and increase employee engagement and satisfaction levels regarding marketing-related initiatives.

LinkedIn has more than 810 million active users worldwide that view this platform as the go-to social platform for business professionals. Compared to other platforms, LinkedIn has a relatively exclusive audience that doesn't use other ad-supported platforms frequently.

 If we can build an audience, the core of this audience will be relatively engaged. The power users of LinkedIn are Millennials and Gen X, who can be categorized as being in the prime of their careers.

18% of LinkedIn logs into the platform at least once a week, including 8% of millennials and 6% of Gen X who check LinkedIn daily.

These users aren't caught in dopamine loops like Twitter, Facebook, Instagram, and TikTok users often find themselves in. Instead, most of these users are leveraging LinkedIn to solve their real-world business problems and make real-time decisions about the advancement of their business.

As LinkedIn continues to invest in new and redesigned features, we marketers are often left with difficult decisions when leveraging the most relevant marketing opportunities on the platform.

With an influx of B2B marketers shifting their marketing efforts online, the cost per click is rising at a rate that makes PPC campaigns unattractive while making reasonable click-through rates more elusive.

This guide will help us establish and improve the organization's organic and paid presence on LinkedIn.

Three steps to achieving your LinkedIn Marketing Objectives.

  1. Develop a LinkedIn Playbook
  1. Define Company Objectives
  1. Optimize Company LinkedIn Page / Showcase Pages
  2. Create a Personal Branding Checklist
  3. Develop a Content Plan
  4. Promote Content
  1. Take Advantage of LinkedIn's Targeting capabilities using the most appropriate engagement opportunities for your marketing objectives.
  1. Leverage Employee Advocacy
  1. Amplify your brand voice by encouraging employees to share company news and customer-focused content.

This helps get people onto your website to see what you're all about, especially if you link back to a landing page or product page on the third-party site.

Enhances Your Off-Page SEO

Link building is an essential part of any SEO strategy. This is especially true when you're looking to get inbound links.

When another site links to you in their content, they're giving you a vote of confidence. These votes show that third parties find you relevant, reputable, and high-quality. Google Crawlers will notice this and boost your ranking in SERPs.

Buying guest post packages and working in partnership with other sites is a great way to get inbound links. Content syndication is another strategy that you must pay attention to.

When Crawlers index the web, they don't know that you're the one who published links to your content on other pages. They see that the connections exist. Your votes for your content count if they're on third-party review sites or social media.

You Can Increase Your Authority

Review sites are just one place where you can syndicate content. You can also do so on more prominent websites with more readers than yours. This is a good idea for publishing on a site with higher domain authority (DA).

Make sure that you choose your top-performing content. Use analytics data to see what posts people are most interested in. By selecting the content carefully, you can ensure that higher-quality posts are what Google sees on more authoritative third-party sites.

Medium is a great place to do this. Anyone can sign up for free and post their content on a thriving platform that millions of readers use.

You can also post content on paid platforms like Taboola. The benefits of content syndication are well worth it. Just be careful of what you choose to syndicate.

However, LinkedIn is likely the best place to syndicate blog posts. It's free and doubles as a social media platform. In addition, many people go onto it to look for professional services, which gives it an excellent reputation and high domain authority.

You Can Keep Content Fresh

Content syndication sometimes means publishing something in multiple locations at the same time. It also means that you can revamp old content for new audiences.

Let's say that you had an extremely high-performing blog post a year ago. That post will get fewer clicks now because SERPs often prioritize newer content. It also may be outdated and less relevant to consumers in a changing market.

You can update and repost this content to keep it fresh and exciting. You can then syndicate it across multiple platforms to boost the visibility of the updated content.

You can also make blog content into video content and upload it to YouTube. People prefer video content because it captures their attention and is more shareable. Syndicating content to one of the largest video platforms on the web can help you grab the interest of audiences in the most effective possible way.

Talk With an Expert Today

Now that you know some top content syndication benefits, it's time to grow your domain authority.

AccretionEngine is committed to helping the businesses we partner with leverage their website, find leads, and get revenue. Our experts offer a wide range of services, so book a free analysis today to discuss how we can help your business's organic growth.

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