What Is Content Syndication (How It Works, Tips And Uses)

By Indeed Editorial Team

Published 12 October 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Content syndication is a marketing agreement in which the same content published on the other sites gets republished on third-party sites. This agreement helps content creators expand their audience and publishers to get high-quality content for their sites. Learning about this technique can help you reach your marketing goals. In this article, we define content syndication, explain its benefits and how it works, explore a few tips and provide some alternatives to make your content publishing process easier.

What Is Content Syndication?

Content syndication is a process that allows content creators to use a third-party platform for publishing their online content and reaching a larger audience. The host website gets access to different types of content and the creator finds an opportunity to create backlinks to their personal blogs or sites. This marketing strategy can help you in personal branding and generating leads.

Syndicating content allows brands to attract more audiences to their website or sell their products to potential customers. It helps to divert traffic from a third-party platform to your website or blog. By syndicating content, you can improve your customer engagement, brand awareness and sales. This marketing technique allows content creators to target audiences with diverse internet habits.

Related: What Do Content Writers Do? (With Job Roles And Career Path)

How Does Content Syndication Work?

Many companies work as an intermediary to help creators and publishers syndicate content. Content creators or publishers may also reach out on their own and form a partnership. Some creators focus on earning a feature or mention by pitching their content to relevant or targeted publications. This method of marketing involves creating relevant and appealing content to attract more audiences. Content creators can reach out to different channels to republish their content. When a recognised site publishes your content, the search engine algorithm may rank your content and help in improving your brand awareness.

Content creators also use paid syndication methods where they pay distribution networks to publish their content on various platforms. This can be a great tool to promote your content to the right audience. Creating weekly blogs or social media posts and using them for paid syndication can help you attract potential buyers and add new customers to your database. The results of this marketing technique may depend on various factors, such as the authority of the host website, content quality and SEO.

Related: What Are Content Management Systems? (Types And Features)

Tips And Strategies To Syndicate Your Content

Here are helpful tips and strategies that you can follow to syndicate your content:

Set your goals

Setting up a goal before making any syndication agreements can be helpful for creators. Goals can help you assess your marketing campaigns and define what you want to achieve for each project. You can set realistic and achievable goals and start syndicating content strategically. For example, if your goal is to drive traffic to your blog, you can make content agreements with larger websites. This can help you create backlinks for your blog.

Target the right audience

Targeting the right audience can help you impact the results of your marketing campaign in a positive way. Defining your customer persona can help in choosing the right audience to target. You can study your current customer database and understand why they buy your products. Targeting the right audience can also help you invest your time, efforts and resources to convert them into potential buyers.

Related: How To Write A Content Writer Cover Letter (With Example)

Create high-quality content

Developing high-quality content can help you improve the results of your syndication campaign. You can review your previous content and find the one with the maximum number of views or clicks. Content creators can drive traffic to their personal websites by creating relevant and credible content. Many publishing sites avoid publishing low-quality content on their platforms. You can optimise your content by following common SEO strategies. Creating SEO content can help both creators and publishing sites reach more audiences and boost credibility.

Find the right syndicate partner

Before making an agreement with any publisher, consider where your target audience spends most of their time on the internet. You can also analyse the tone, style and type of content available on the publishing site. Consider evaluating the performance and ranking of the website before making an agreement.

Related: How To Make A Hyperlink (With Steps, Tips And Benefits)

Benefits Of Syndicating Content

Here are a few major benefits that creators and publishers can get by syndicating content:

Increase audience reach

Content creators can improve their audience reach by establishing a content agreement with high-authority websites. Your brand message may reach more viewers by publishing your content on other websites. It can help you educate targeted demographics about your brand and establish credibility. Content on your website can only be visible to your current subscribers. On the contrary, syndicating content to different publishing sites can improve both viewership and engagement of your content.

Gain potential customers

Another benefit of syndicating content is gaining access to potential customers. When you publish your content on other sites, more viewers can notice your brand and become prospective customers. You can make your content informative and convincing to persuade customers to make a purchase. By gaining access to a larger audience, you can increase sales for specific products or services.

Improve the ranking of your website

Both creators and publishers can improve the ranking of their websites by establishing a content agreement. If creators publish SEO content on third-party platforms, they can include links to the original publication. This helps in boosting the search engine performance of their websites. In a similar way, publishers improve their search ranking websites by publishing content optimised for specific keywords.

Related: What Is Keyword Research? And How To Do It For Best Results

Save time and resources

The process of syndicating content can allow you to save the resources required to build and improve your content reach. By making a content agreement with a high-authority publishing site, content creators can make the publishing process more cost-effective. You can save time by devising the same marketing strategies for each piece of content. You can create a standard message and customise based on the publishing site and type of the content.

This can help you avoid spending time researching concepts and drafting messages for different third-party platforms. This agreement can also benefit publishers by saving their money in hiring writers and editors to prepare content. Publishing sites can get high-quality content for free or at affordable costs depending on the agreement.

Provide new perspectives to readers

Publishing sites can provide new ideas and perspectives to their readers by publishing content from different authors on their websites. Readers can gain broader insights and information on publishing sites. If readers like the content, they may also visit and check the author's website. By syndicating content, both creators and publishers can improve their readership and brand image.

Related: What Is SEO? (Plus How To Use It In Marketing Campaigns)

Other Methods Of A Content Partnership

Here are other methods than syndicating content that can be helpful in building the relationship between content creators and publishers:

Guest posting

Guest posting is the process of writing and posting original content for larger websites or blogs. This can be a great way to divert the attracted traffic to your personal website. You can create content for websites within the same industry. In guest blogging, the rights to the content go to the publishing site.


A blog post containing content from another website may contain a snippet of the content with a link redirecting to the original website. Blogging can help you in link building, achieving long-term results and driving traffic to your website. Many creators share their blogs on social media platforms to extend their market reach and attract new visitors.

Related: What Is Blogging? (With Definition, Advantages And Tips)

Content spinning

Content spinning is the process of rotating blogs or articles. The process of content spinning allows content creators to create numerous new content using a source. It focuses on keeping the tone of the content the same and rewriting it to avoid plagiarism.

Explore more articles