Content syndication is a process in which blog or website content is republished onto third-party sites, as a full article, a link, or just an excerpt, so the original site will gain more exposure.

Republishing your content on third-party sites allows you to take advantage of their visitors while bringing more viewers to your site with a link to the original content. There are some websites that are made for this sole purpose. While content syndication can save a content marketer a lot of time, there can still be some risks to using this process. Below is a list of the pros and cons of content syndication.

Exposure

PRO: Content syndication allows you to expand your audience base and put your content in the hands of people who are a part of your target audience who have not discovered you yet. Syndicating your content also saves you precious time. Websites with a strong social media following and presence can bring even more exposure to your brand and promote your website and information.

CON: It is important to be mindful and careful about where you post your content. Some websites are not reputable. If you post your content on these sites, your brand will be devalued. You don’t you’re your viewers to be spammed. Make sure you do your research.

SEO (Search Engine Optimization)

PRO: When your content is syndicated to other sites that have a higher ranking on Google and other search engines, your content will appear higher in the rankings on these search engines. Including links back to your website and your content’s social pages will drive more traffic back to the original source. You can also boost your SEO by customizing your anchor text.

CON: The syndicated content may rank higher than the original content on your own site because the syndicated site is more popular on search engines.

Lead Generation

PRO: By exposing your brand to a new audience, the chances of qualified leads finding you increase. Qualified leads are an organization or possible client that shows interest in the products or services you are offering. Make sure you are tracking and capturing leads that come from content syndication so you will be able to report which sites are giving the best results when qualified leads show interest in your content.

CON: Because these leads will be generated from other websites, it may be difficult to use them to convert them into sales or opportunities for your brand. You may have to adjust your syndicated content so you will be able to convert leads with your new audience.

Content syndication is a great way to get your website and brand more exposure. Most marketers believe that the pros of content syndication outweigh the cons and encourage you to use this method to promote your brand. If you use content syndication the right way, it can be extremely beneficial to you. The world will judge who you are from what you post online, so make sure your online content is being posted and promoted in the right places.