• http://www.smallbusinessonline.net NeilS

    Interesting article, but here is my $64,000 question: having written the article, you say:

    “Syndicate this content to a highly relevant external source in order to generate 1 or 2 highly relevant links, traffic from a trusted source, and increased brand awareness”.

    This is always the toughest part in my opinion. Do you care to give a few examples of how you would do this “syndication”? And some thoughts on what the cost might be, if any?

    Thanks

    NS

  • http://searchengineland.com Scott Smigler

    Thanks for the great question. I’ll try to answer by describing “Option A,” which is NOT consistent with the example you referred to in your comment. And then I will contrast that to “Option B,” which IS consistent with the example you referred to.

    Option A

    At one end of the spectrum I see article syndication methods that require minimal resources… that seek a higher number of inbound links for each article (let’s say dozens for conversation sake but it could be much higher). These links may come from websites of varying levels of traffic, authority, and relevance (in Option A you have less control over where your content gets placed). An example of how you might do this “syndication” would be cultivating accounts at article directory sites (Google that phrase to find many examples) and posting articles that other webmasters will pick up and post to their site so that the author gets credit in the form of a citation/link. Another example might be a method that was used a lot in the 90′s… of establishing relationships with a high number of eZine publications who give you permission to email them each time you create a new article that they might want to share with their database. In “modern times” you’ll probably want to target niche blogs, but the concept is similar.

    Option B

    At the other end of the spectrum I see article syndication methods that are more resource intensive, that seek far fewer links from much more relevant and authoritative sources (such as the leading online magazine in your niche). This is what I referred to in the example I gave in my article (leveraging content to get 1 or 2 links). Here links are only one of several benefits. The other benefits include highly relevant traffic that may come, and also the branding benefit of being associated with a trusted source of information in this space.

    The “placements” in this example tend to be of much higher value than in the first example (on a per link basis), but they are much harder to get. An example of how you might “syndicate” this content would be to network and build genuine relationships with the operators of influential websites or online magazines. The goal would be to establish an ongoing relationship with these operators such that they will look to you on a regular basis to create superlative content for their database. The content may extend well past articles into videos, multimedia presentations, etc.

    The main point I was trying to get across in my article was that it’s important to have clear goals for your content and to have a scalable system in place to achieve those goals. There are many different options that marketers have to popularize content… and with time each marketer should be able to cultivate a system that works well for them and that offers the right balance of resources and return.

  • http://www.smallbusinessonline.net NeilS

    Scott:

    thanks for the comprehensive response. It helps round out your article for me, and contains useful information I can act on. As you show — the harder the effort you put in, the greater the payoff!

    Thanks,

    Neil