content syndication

Building Partnerships: An FVG Guide To Content Syndication

Reading Time: 6 minutes

Content syndication is a crucial strategy for marketers and businesses in the digital age. At its core, it is the process of republishing your existing content on third-party websites to expand the overall reach of your editorial efforts. 

As a growth-centric, award-winning digital marketing agency, Flying V Group (FVG) is known for its proactive strategies that take full advantage of the best of what modern marketing has to offer, including a content syndication strategy. Doing so expedites growth and amplifies brand visibility, all while ensuring that our clients’ marketing resources yield returns that meet or surpass their most aggressive expectations.

The Essentials of Content Syndication

Content syndication, a vital aspect of digital marketing, pertains to the republishing and disseminating existing content on third-party sites. This is an absolute game-changer for your content on so many levels, allowing your content to be seen by entirely new audiences and marketing your message in a way you could never do alone.

The Evolution of Content Syndication

Throughout the digital marketing timeline, content syndication has long matured, initially surfacing as simple RSS feed sharing to the sophisticated, targeted approach employed today. The dynamic evolution of content syndication now incorporates a meticulous selection of sites, promotional partnerships, and the creation of syndicated networks to ensure amplified reach and potent results.

Significance in Digital Marketing Strategy

In an era where content is king, content syndication serves as the strategic knight, enabling marketers to capitalize on the digital landscape. Strengthening relationships with industry influencers, driving organic traffic, facilitating brand exposure, and nurturing leads are among the numerous advantages this savvy marketing technique offers. The strategic use of content syndication spells the difference between achieving robust growth and maintaining a strong online presence.


Benefits of Content Syndication for Businesses

Content syndication provides marketers and businesses with several compelling advantages. From bolstering brand awareness to augmenting SEO strategies, let’s delve further into these benefits. 

Brand Awareness Boost

Content syndication allows your message to reverberate across numerous platforms, pushing your brand into the limelight. High-profile brands like Buffer have effectively leveraged syndication to increase their reach drastically. 

SEO Enhancement

Content republished on authority sites generates valuable backlinks, a key SEO ranking factor. Case in point: Airbnb raised its domain authority through syndicated blogs on travel sites. 



Lead Generation Fuel

Larger audience exposure increases the probability of lead generation. Marketo, for instance, successfully adopted syndication strategies, resulting in increased high-quality leads.

Building Authority

By having your content featured on notable sites, you position yourself as a thought leader in your industry. For example, HubSpot used syndication to establish its authority in inbound marketing. 


Identifying the Right Content for Syndication

Identifying the prime content for syndication plays a significant role in its overall success. Here, we unravel essential elements to consider – quality and relevance to audience engagement- to tailor your content for syndication efficiently.

Quality Over Quantity

Quality content is the backbone of syndication. Craft content that offers value, is informative, and is compelling to make it syndication-worthy.

Relevance Reigns

The content should resonate with your potential partner’s audience. Adobe, a leader in design software, successfully achieved this by syndicating specific design-centric blogs.


Engaging the Audience

Highly engaging content yields better results in syndication. Take a cue from TED talks, where engaging and inspirational content rules their syndication strategy.


Customized for Platform and Partners

Understand the type of content your partner platforms favor, and tailor your content accordingly. Shopify’s blog-to-podcast syndication strategy illustrates the importance of platform customization.


Building Strategic Partnerships for Syndication

Strategic partnerships for content syndication can fortify your brand’s online presence. This section offers a roadmap to identify potential partners, negotiate agreements, and cultivate long-lasting relationships.

Identifying Potential Partners

Select partners whose audience aligns with yours and who share your business goals. The Pinterest-Buzzfeed partnership is a great example.

Negotiation of Syndication Agreements

Focus on mutual benefits, content rights, and obligations when discussing terms. Look at how Vice Media syndicates across various platforms, maintaining a strong sense of mutual advantage.

Fostering Healthy Partnerships

Maintaining open lines of communication, respecting your partner’s priorities, and regularly reassessing the partnership value are good practices for lasting relationships. 

An effective strategy for content syndication partnerships involves selecting partners aligned with your business, negotiating mutually beneficial agreements, and nurturing these relationships for long-term success.


Syndication Platforms and Networks

The content syndication arena boasts various platforms, both free and paid. Whether targeting mainstream channels or exploring untapped avenues, the right platform can exponentially increase your visibility.

Mainstream Platforms

These include LinkedIn Publishing, Medium, and Facebook Instant Articles. These are famed for offering significant reach and engagement.

Paid Platforms

Outbrain and Taboola are key players in paid syndication, helping businesses promote their content across premier websites.

Up-and-coming Platforms

Flipboard and Quora Spaces offer unique ways to repurpose content for a captive audience, thus offering a new spin on syndication.

Underutilized Networks

Strategically placing content on platforms like SlideShare or Scribd can help reach niche audiences, extending your influence in less crowded spaces.

Businesses can enhance their reach and visibility by exploring syndication across a blend of mainstream, paid, up-and-coming, and underutilized platforms.


Best Practices for Content Syndication

When executed astutely, content syndication can amplify your brand’s reach substantially. This section addresses best practices, important SEO aspects, and tracking strategies that ensure your syndication efforts reap maximum dividends.

Avoiding Duplicate Content

Bookmarking the original content with a canonical tag helps prevent SEO issues related to duplicate content, thereby safeguarding your website’s ranking.

Measuring Success

Efficient tracking tools and analytics are essential to gauge the success of your syndication efforts. Parameters like referral traffic, social shares, and inbound links can provide meaningful insights into your content’s performance.

Creating a Win-Win Situation

Prioritize building mutually beneficial relationships with your syndication partners, ensuring a sustainable partnership.

Audience-Centric Approach

Understand the needs and preferences of the targeted audience to make your syndicated content resonate with them.

Your content syndication strategy can yield lucrative results by adhering to SEO best practices, conscientiously tracking performance, and emphasizing mutual benefit and audience needs.


Content Syndication Mistakes to Avoid

In the journey of content syndication, it is crucial to be aware of potential pitfalls. Though beneficial when done correctly, missteps can lead to wasted efforts or worse, harm your online reputation. Here are some common mistakes to avoid.

  • Lack of Repurposing: Simply reposting content is not enough. Always reformat and repurpose your content according to the platform and audience preferences.
  • Ignoring SEO: Duplicate content can harm your SEO. Ensure that you include canonical links and use no-index meta tags on syndicated content. 
  • Overlooking Analytics: Understanding how your content performs on different platforms is key. Use analytics tools to assess performance and tweak your strategy accordingly.

By avoiding these pitfalls, you can ensure that your content syndication efforts yield successful, positive results.


The Future of Content Syndication

As we enter the future, content syndication continues to evolve, shaped by technological advancements and shifting consumer behaviors. Here are the possible future trends in content syndication and how we can adapt to them.

  • Artificial Intelligence and Automation: AI tools will boost content syndication by automatically identifying optimal platforms, moments for syndication, and customizing content to suit diverse audiences.
  • Interactive Multimedia Content: With the rise of VR and AR, interactive multimedia content will dominate, necessitating creative repurposing strategies for syndication.
  • Personalized Content Streams: As consumption becomes even more individualized, providing personalized content streams will be the key to successful syndication.

By staying ahead of these trends, you can ensure your content syndication strategy remains relevant and robust in the rapidly evolving digital landscape.


Unlock the Power of Unparalleled Reach with FVG

Navigating the complex landscape of content syndication can be an overwhelming challenge. At the same time, missing out on potential opportunities that content syndication offers means yielding ground to your competitors. 

At Flying V Group, we break down the process and provide solutions that address your unique business needs. We have honed our strategies, continuously adapting to online trends and technological advancements to yield outstanding client results. By partnering with Flying V Group for your content syndication needs, you’ll invest in proven success, stronger brand visibility, and increased ROI for your business.



Does content syndication work for SEO?

Yes, content syndication can work for SEO by increasing brand visibility and driving traffic back to the original content source, provided it’s done correctly with canonical tags to avoid duplicate content issues.

Is content syndication paid media?

Content syndication can be both paid and unpaid. Paid syndication involves paying platforms to distribute your content, while unpaid syndication relies on free sharing, such as guest blogging or social media posting.

What are the different types of content syndication?

Types of content syndication include free syndication on social media, guest blogging, partnerships with other websites, and paid syndication through networks that distribute content across various sites.

What is a syndication example?

An example of syndication is when a blog post published on your company’s blog is republished on a larger platform like Medium or LinkedIn or through a syndication network like Outbrain.

Is syndicated content bad for SEO?

Syndicated content is not inherently bad for SEO, but it must be managed properly using canonical links to avoid duplicate content issues, which can dilute your SEO efforts and impact rankings negatively.

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Written by Robb Fahrion

Robb Fahrion is a Co-Founder and Partner of Flying V Group. Robb has helped over 350+ companies build their businesses online and is responsible for building Flying V Group into one of the premier marketing agencies in the United States. Robb and his team have managed over $10M in marketing budget and continue to accelerate the growth of clients' businesses. A love for business and competition is what fuels Robb to create dynamic marketing plans to help his clients grow exponentially.

February 29, 2024



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