It Works Both Ways: The Benefits of Content Curation and Syndication


One of the biggest misunderstandings content marketers bring with them when they first start out is that content marketing happens in a bubble. They believe that you, the marketer or business owner, are wholly responsible for your content and for constantly turning around new insights and new posts each and every day. It’s popular to think that you want nothing to do with the outside world: you don’t want to copy, you don’t want to borrow, and you certainly don’t want to steal. To beginners, content marketing is a closed circuit.

If you’ve ever been taught that this is the case, you’ve been lied to! Content marketing is absolutely a community experience, and content marketers thrive on what happens outside their business. The then-and-now is always relevant to your business, if you’ve got a keen eye for spotting it. Today, I’m looking at “content curation” and how syndication can spread your message across the web and help your content marketing succeed.

Finding Value Outside Your Bubble: Content Curation Marketing

Content curation marketing is the practice of finding outside content that is relevant to your niche or business, then repurposing that content for your audience by highlighting that relevant link. For example: our business is content marketing, but since we do business on the web, we’re also concerned with topics like search engine technology, gadgets and devices people use to access our content, social media news (since social media is a valuable component of content sharing), marketing trends in businesses and industries, and plenty of others.

Knowing our audience, we anticipate that they’re interested in these topics as well—chances are, the topics we follow also have an impact on our audience’s various businesses. Content curation requires plenty of testing to determine what does and doesn’t play well with your audience; but when you find something that gets people interested, that content topic becomes a new opportunity for growth and professional development. By branching out from your usual, more immediately-relevant subjects, you provide your blog or webpage with healthy content diversity, which will keep people interested in you over the long-term.

Chances Are You’re Already Curating Content, You Just Haven’t Noticed

Content curation is so easy; marketers are doing it without even realizing it. According to Curata’s 2012 Content Curation Adoption Survey,   63% of marketers are purposefully curating content weekly and more than half of those are curating content on a daily basis. 95% of marketers said that they had purposefully curated content at some point in the past 6 months and of the 5% that said they hadn’t, 100% of them actually did take part in content curation unknowingly.

Want an idea of just how simple content curation is? Sign up for Pinterest. Pinterest is one of the fastest-growing social media services online, and it also creates more value for brands than many other popular alternatives. The kicker? Pinterest is entirely a content curation service, with a few key social elements added for effect. Welcome to the power of sharing!

Giving is Better Than Receiving: Content Syndication Strategies

Content curation is an excellent strategy for any business and can help you build healthy traffic, develop beneficial relationships with outside contributors, and protect your bottom line with a bit of extra padding. If you produce content that’s worth sharing, maybe it’s time you start thinking about curation from the opposite end of the process: content syndication.

Syndicating your content simply means that you serve it out to other websites, which increases traffic to your content by putting it in front of an entirely new outside audience. This can provide a bunch of different perks for your business: you can attract more traffic, build your reputation as an authority in your field, and even encourage more business for all parties involved. The bottom line: if you know your content is valuable, others will see the value in it too—and they’ll likely want it on their own blog.

Finding Syndication Partners for Your Content

Finding an outlet or multiple outlets for content syndication can be as easy or as difficult as you make it. You can frantically search the web for niche-relevant blogs and websites that might be interested in your content, and you can sign up for all sorts of services and lists, like TribePro (for a price) or EzineArticles (free) that promise hundreds or thousands of syndications from unknown sources. Or, you can just find a site you like and email the webmaster or editor. It all depends how urgently you want to share your content with a wider audience and what kind of results you think you can expect from the costs incurred.

Whatever you do, you should do it with one fact in mind: websites are always hungry for content. With recent updates to Google and other search engines, high-quality content is at an all-time premium, and businesses constantly find themselves needing a dependable content strategy that adds consistent, valuable material to their website. Syndication is often part of that strategy. Newspapers and other news services also need content on a regular basis, and are willing to syndicate your online content for print media and pay you for it. There are endless opportunities for content syndication if you’re a producer; you just have to get out there and find them.

If your business needs high-quality content that gets people interested in your business, don’t outsource it to an unknown freelancer—“Insource” it to us! If you’re producing content for your business that already gets attention, but you need to do something more with it, keep in mind that content curation works both ways: somebody is out there, ready to curate your content for their audience, and is happy to help you earn more traffic in the process.

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Andrew Glasscock is currently based in Nashville, Tennessee. He graduated with a BA in English, specialized in Creative Writing, with a minor in Marketing this past May. Along with copywriting, he loves being an improv comedian, playing frisbee, and dogs.

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