Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts and/or sponsoring existing podcasts. And with all of these new investments in podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI. And therein, lies a problem. “Podcasts […]
What is Content Syndication?
Content syndication refers to when any web-based content is re-published by a third-party website. An example of this could be reposted content on company sites or shared on social media.
All types of digital content can be syndicated, whether they be blog posts, videos, and infographics. When content is re-published, it is often thought of as a kind of barter or exchange.
The third-party website is getting free, relevant content and the creator of that content gets free exposure, publicity, and backlinks to their own website, all of which are highly valuable for generating organic traffic for their website.
This practice is well-known in the media industry and has taken place in newspapers and magazines with a large circulation and readership.
At times, syndicated content is provided by smaller publications or freelance writers to help route traffic back to their fledgling business. The larger publication that housed the syndicated content was able to get more content without having to take time, money, or resources to create it.
Think of content syndication as a high level of recycling web content.