“To syndicate, or not to syndicate? That is the question.” Sure, Bill Shakespeare didn’t ever ask anything similar, but countless bloggers have done just that while attempting to drive more traffic back to their respective sites.
Depending on the content marketer with whom you speak, you’re bound to get a wide variety of differing responses. Some feel strongly about the promotional powers of blog syndication, while others insist that the practice is doomed to fail.
I’m not one of the latter. I believe in blog syndication and feel it’s a worthwhile means by which a blog can grow and experience a heavy bump in traffic.
However, as far as the naysayers are concerned, generally speaking, at least one of the following is cited as a reason for why syndication should be avoided at all costs:
- Google is incredibly opposed to the publication of duplicate content.
- Instead of dragging readers back to your site, they’ll remain on a host site.
- Author authority is weakened due to content being published on many networks.
Needless to say, let the cross-examination begin:
Dealing With Duplicate Content
Any reputable syndication network will include a link at the bottom of the post to the very page on which an article was originally published.
Fortunately, in today’s day and age, Google’s ever-evolving algorithm is sophisticated enough to know where a piece was originally published. Ranking authority is awarded accordingly.
Driven Site Traffic
Studies have shown that blog syndication does in fact lead to higher traffic. As long as there’s a link at the foot of a republished post pointing readers in the right direction, there’s nothing to worry about.
Additionally, assuming that what you’ve written is both informative and engaging, through the aforementioned link, readers are immediately provided with a channel through which more of your editorial work can be consumed.
That alone is reason enough to strongly think about blog syndication as a viable digital marketing practice.
Hindered Expert Reputation
If your blog is just getting started, there’s no real reputation that’s taking a hit. More often than not, this is why bloggers choose to syndicate their content.
However, even if you’ve already built a name for yourself and are worried about what syndication might do to the expert status you’ve worked so hard to achieve as a digital publisher, consider Buffer’s take on the matter:
“We feel that the benefits of syndication outweigh the downsides … It should also be mentioned that part of our joy with syndication is in getting to share our content with anyone who might find value in it. In some ways, we feel that keeping content only at Buffer is a rather selfish act. If others can use it, then we don't want to stand in the way.”
Simply put, few are the content creators who don’t stand to benefit from blog syndication.
From Business2Community and Social Media Today to BizSugar and AllBusiness, make it a priority to syndicate your blog. By so doing, your content will be seen by more eyes than ever before. In the end, that’s what’s most important.
After all, it’s the quality of your content that will drive permanent, long-lasting traffic. Success or failure is yours and yours alone
Convinced yet? If not, I’d love to hear why. Agree with me or take me to the proverbial cleaners in the comments section below. Or, if you’d rather share your thoughts through a different medium, take to Twitter and tweet at @EchelonCopy to make your reaction to this piece public.
Lucas Miller is the Founder of Echelon Copy. When not writing, editing or running, he's working tirelessly to perfect what he claims is the "World's Greatest Pompadour." Additionally, for what it's worth, his editorial works have been featured on Social Media Today, Business2Community, Ragan's PR Daily, Spin Sucks and many other top-tier PR publications.