GTM Dictionary

The Go-to-Market Dictionary: Syndicated Content

Discover the power of syndicated content in your go-to-market strategy with our comprehensive dictionary.

Creating engaging and high-quality content can be time-consuming, which is why syndicated content has become a popular option for many businesses. Syndicated content allows content creators to distribute their content to other platforms and publishers, providing their content with broader exposure while simultaneously benefiting the publisher by offering them high-quality content that they can use to engage their audience. In this article, we'll explore the ins and outs of syndicated content, including its benefits, best practices, and common formats.

Understanding Syndicated Content

Definition and Importance

Syndicated content refers to the practice of distributing content across different channels and platforms, usually through an agreement between the content creator and the publishers. In other words, the content creator gives the publisher permission to use their content either in its entirety or in part, while the publisher provides the content creator with broader exposure. This relationship benefits both parties in different ways. The content creator expands their reach while the publisher is able to offer their audience informative and engaging content without having to create it themselves.

The importance of syndicated content cannot be overstated. In today's digital age, where information is constantly being shared and consumed, it is essential for businesses to have a strong online presence. Syndicated content is an effective way to achieve this goal. By sharing their content on different platforms, businesses can increase their online visibility and reach a wider audience. This can lead to increased brand awareness and ultimately, more sales.

Types of Syndicated Content

Syndicated content can take many forms, including text-based content such as articles and blog posts, images, infographics, audio and video, and more. Additionally, syndicated content can be licensed or shared for free, depending on the agreement between the content creator and publisher.

Text-based content is one of the most popular forms of syndicated content. This can include articles and blog posts on a wide range of topics, from news and current events to industry-specific information. Images and infographics are also popular forms of syndicated content, as they are visually appealing and easy to share on social media platforms. Audio and video content, such as podcasts and webinars, are also becoming increasingly popular forms of syndicated content.

Benefits for Content Creators and Publishers

The benefits of syndicated content are clear for both the content creator and publisher:

  • Greater Visibility: Syndicated content provides content creators with a wider audience reach. By sharing their content on different platforms, they can increase brand awareness while driving traffic to their website.
  • Increase in Backlinks: When a publisher uses syndicated content, the content creator's website is usually credited as the original source of the content. This results in increased backlinks to their website, improving their website's SEO ranking. This can lead to increased organic traffic and ultimately, more sales.
  • Cost-effectiveness: Creating high-quality content can be expensive and time-consuming. With syndicated content, publishers can access quality content at a reduced cost. This can help businesses save money while still maintaining a strong online presence.
  • Generating Revenue: Content creators can generate revenue by syndicating their content. They may charge a fee for the use of their content or earn a portion of ad revenue from publisher's website. This can be a lucrative source of income for content creators, especially those who have a large following and produce high-quality content.

Overall, syndicated content is an effective way for businesses to increase their online visibility and reach a wider audience. By creating high-quality content and sharing it on different platforms, businesses can improve their SEO ranking, generate more traffic to their website, and ultimately, increase their sales and revenue.

The Syndication Process: A Comprehensive Guide

Syndication is the process of distributing content from one source to multiple platforms or publishers. It's a powerful way to increase the reach of your content and build brand awareness. In this guide, we'll take a closer look at the syndication process and provide tips for success.

Identifying Suitable Content for Syndication

The first step in the syndication process is identifying content that is suitable for syndication. This can include blog posts, articles, videos, infographics, and more. The content should be relevant to the publisher's niche and align with their brand values. It should also be of high quality, unique, and engaging. When selecting content, consider the target audience and the type of content that would resonate with them.

For example, if you're a food blogger, you might consider syndicating your recipes to a cooking website. Or, if you're a fitness influencer, you might syndicate your workout videos to a health and wellness website.

Finding Syndication Partners

After identifying suitable content for syndication, the next step is finding partners who are interested in publishing the content. There are a few ways to do this:

  • Approach publishers: Content creators can approach publishers directly and pitch their content for syndication. This can be done via email, social media, or other channels.
  • Join syndication networks: There are a number of networks that connect content creators with potential partners. These networks can help streamline the process and connect you with publishers who are actively seeking syndicated content.
  • Search for syndicated content: Publishers can also search for syndicated content online and reach out to content creators they admire. This can be a great way to discover new content and build relationships with creators.

Regardless of the approach, it's important to establish a relationship with potential partners and determine that there's a good fit before formalizing an agreement.

Establishing Syndication Agreements

Once there's an alignment between the content creator and publisher, the next step is to establish a syndication agreement. This should outline the terms of the partnership, including:

  • The content that will be shared
  • The duration of the agreement
  • The ways in which the content will be used
  • Any fees or revenue sharing arrangements

The agreement should be clear and concise, and both parties should have a clear understanding of their responsibilities. It's also important to consider issues such as exclusivity and copyright ownership.

Monitoring and Measuring Success

Finally, it's important to monitor the performance of syndicated content to determine its effectiveness. Both parties should track traffic, engagement, and backlinks, as well as any revenue generated from the partnership. This information can be used to optimize future content and determine the ongoing value of the syndication agreement.

Overall, syndication can be a powerful way to expand your reach and build your brand. By following these steps and working with the right partners, you can create a successful syndication strategy that benefits everyone involved.

Best Practices for Syndicated Content

Syndicated content has become increasingly popular in recent years due to its ability to reach a wider audience and reduce costs. However, there are certain best practices that both content creators and publishers should follow to ensure that the content is of high quality and benefits all parties involved.

Maintaining Content Quality

One of the most important aspects of syndicated content is maintaining the quality of the content. While it can be tempting to publish any content that comes your way, it's essential to ensure that the content is authentic, informative, and aligned with your brand values. This ensures that both parties benefit from the partnership and that readers are provided with high-quality content that they can trust.

Therefore, content creators should ensure that their content is well-researched, factually accurate, and engaging. Publishers, on the other hand, should carefully review the content before publishing it on their website to ensure that it meets their standards and aligns with their brand values.

Ensuring Proper Attribution

Another important aspect of syndicated content is ensuring proper attribution to the original source. Proper attribution includes citing the original creator and linking back to their website. This shows respect for the content creator's intellectual property and provides greater transparency for readers.

Not only is proper attribution essential from an ethical standpoint, but it's also important for legal reasons. Failing to properly attribute content can result in copyright infringement lawsuits, which can be costly and damaging to your reputation.

Balancing Original and Syndicated Content

While syndicated content can be valuable, it should be balanced with original content. Publishers should use syndicated content to supplement their own content, not replace it. Original content provides audiences with a unique perspective, and helps to maintain a publisher's voice and vision.

Therefore, publishers should carefully consider which syndicated content to publish and how it fits into their overall content strategy. They should also ensure that they are publishing enough original content to maintain their brand identity and keep their audience engaged.

Optimizing for SEO

Both content creators and publishers should optimize their content for SEO. This includes using relevant keywords, meta tags, and descriptions. Optimizing for SEO helps to increase the visibility of the content and drive traffic to both parties' websites.

However, it's important to avoid keyword stuffing and other black hat SEO tactics, as these can result in penalties from search engines and damage your website's reputation. Instead, focus on creating high-quality content that provides value to your audience and naturally incorporates relevant keywords.

By following these best practices, content creators and publishers can ensure that their syndicated content is of high quality, properly attributed, balanced with original content, and optimized for SEO. This will help them to build a strong reputation, reach a wider audience, and drive traffic to their website.

Common Syndicated Content Formats

In today's fast-paced world, content syndication has become increasingly popular as a way to distribute content across multiple platforms. Syndication allows publishers to gain exposure and reach new audiences, while also providing readers with a variety of content to consume. Here are some common syndicated content formats:

Blog Posts and Articles

Blog posts and articles are popular syndicated content formats. They are easy to republish and can provide value to readers without being too time-consuming for publishers to produce. Blog posts and articles can cover a wide range of topics, from news and current events to how-to guides and opinion pieces. They are a great way to establish thought leadership and build a loyal readership.

For example, a blog post about the benefits of meditation could be syndicated across multiple platforms, such as Medium and LinkedIn, to reach a wider audience. The post could include tips on how to meditate, the science behind meditation, and personal anecdotes from the author.

Infographics and Visual Content

Infographics and other visual content are highly shareable and often go viral on social media. They provide a visual representation of data and information and can be used to liven up blog posts and articles. Infographics can be used to explain complex concepts in a simple and easy-to-understand way, making them a valuable tool for marketers and educators.

For instance, an infographic about the benefits of exercise could be syndicated across various platforms, such as Pinterest and Instagram, to reach a wider audience. The infographic could include statistics on the health benefits of exercise, tips on how to get started, and motivational quotes from fitness experts.

Podcasts and Audio Content

Podcasts and audio content are increasingly popular in today's market. They are often used as an alternative to traditional blog posts and articles and can be syndicated across multiple platforms, such as Spotify and Apple Podcasts. Podcasts can cover a wide range of topics, from business and entrepreneurship to health and wellness.

For example, a podcast about personal finance could be syndicated across various platforms, such as iTunes and Google Play, to reach a wider audience. The podcast could include interviews with financial experts, tips on how to save money, and real-life stories from people who have successfully managed their finances.

Video Content

Video content is highly engaging and has a broad appeal. It can be used as part of a syndication strategy to provide audiences with high-quality, informative content that is easy to consume. Videos can be used to showcase products, provide tutorials, or share personal stories.

For instance, a video about healthy cooking could be syndicated across various platforms, such as YouTube and Vimeo, to reach a wider audience. The video could include step-by-step instructions on how to make a healthy meal, tips on how to shop for healthy ingredients, and interviews with nutrition experts.

In conclusion, syndicated content formats provide publishers with a powerful tool to increase their reach and exposure, while also providing readers with a variety of interesting and informative content to consume. By using a combination of different content formats, publishers can create a comprehensive content syndication strategy that engages and informs their audience.


Syndicated content is an excellent strategy for expanding content reach, increasing backlinks, and driving traffic to your website. By following the best practices outlined in this article, you can ensure that your syndication strategy is successful and provides value to both you and your partners. Remember to focus on maintaining quality, optimizing for SEO, and keeping a balance between original and syndicated content.