Content syndication: What it is and how to do it the right way

Content syndication: What it is and how to do it the right way

Discover the types of content syndication, its benefits and challenges, and how to use it to improve your company’s online presence.

Content syndication: What it is and how to do it the right way

Discover the types of content syndication, its benefits and challenges, and how to use it to improve your company’s online presence.

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Written by
Webflow Team
Webflow Team
Webflow Team
Webflow Team

Drive cross-platform engagement and an expanded brand identity with content syndication.

Content helps companies engage and inform their audience, driving brand growth and recognition. By leveraging syndication, you can extend your content’s influence into new markets and reinforce your authority in your industry.

But the content syndication process involves more than just distributing your content on external platforms and waiting for the audience to come to you. It requires building trust, forming productive partnerships, and consistently providing high-quality material that draws new viewers to your website.

Read on to learn what content syndication is, how to establish guidelines for trust, and the best practices for adding content syndication to your marketing efforts.

What’s content syndication in media?

Content syndication involves republishing and redistributing digital content like articles, videos, and infographics across third-party platforms and websites. This strategy is a staple in digital marketing and online advertising, and its goal is to widen your content’s audience reach and visibility beyond its original publishing site.

Marketing teams use syndication to raise brand awareness, attract website traffic, and generate leads for increased revenue. By sharing material across multiple marketing channels — including websites, mobile applications, and social media — you amplify the content’s message and connect with more potential customers. And when other platforms choose to share your content, it’s a vote of confidence for your material’s value and helps elevate your status as a thought leader in your industry.

How does syndication work?

When someone syndicates content, they republish it (in part or full) while acknowledging the original source with proper credit. So if you syndicate a Webflow article, you’ll include the title, publishing date, and byline, accompanied by an attribution like “This article was originally published on the Webflow blog.”

This strategic content distribution mutually benefits the creator and syndicator. Creators can reach new audiences, expanding their content’s impact and visibility, while syndicators benefit from accessing high-quality, relevant material that visitors love.

Types of content syndication in marketing

Content syndication falls into three categories: free, paid, and owned. Here’s how each type differs.


Free syndication involves distributing content across channels at no cost to the publisher or creator. In this model, you maximize reach and engagement by sharing your work freely, benefiting both parties. Your company might use free syndication to allow other websites and blogs to freely republish your articles with proper credit, which expands your content’s reach and reinforces your reputation as an industry thought leader.


Paid syndication requires paying third-party websites and platforms to feature your content, often as sponsored content. With this method, you typically gain more strategic content placement — like on a website’s homepage, a social media platform’s feed, and dedicated sections of popular online publications — for enhanced visibility and increased click-through rates.

For example, your content could appear as a highlighted article on a news site’s most visited section and as a promoted post in social media feeds targeting specific users. The aim is to catch the attention of viewers who will likely find your material relevant and engaging.


In owned syndication, you distribute content across channels and platforms you control, such as your websites, social media profiles, and email newsletters. Unlike free and paid syndication, owned syndication gives you complete control over where and how you distribute content. When you share a company blog post on your official website, LinkedIn page, and weekly newsletter, you’re syndicating owned content. Your target audience might differ depending on the platform, and this method ensures you engage everyone interested in your brand.

Benefits of content syndication

No matter what type you choose, content syndication offers numerous benefits that boost any digital marketing strategy, like:

An expanded audience reach

Syndication lets you tap into new and related markets by leveraging third-party platforms’ existing audiences. This expands your reach beyond your website and exposes your brand, content, and offerings to potential customers who might not have found you through more conventional marketing methods like paid ads, campaigns, and search engine optimization (SEO).

A consistent and unified online presence

Distributing your content across channels solidifies your brand’s messaging. This consistency creates a recognizable identity for your target audience and ensures that your audience always experiences the same core messaging and style, no matter the platform they’re on. And by maintaining uniformity, your brand becomes known as a reliable source, leading to increased trust and engagement.

Improved website traffic

Syndicating your content on other platforms can direct interested viewers to your site. This traffic surge enhances your website’s visibility and offers opportunities to convert visitors into leads and, ultimately, paying customers. Strategically placing calls to action (CTAs) throughout your site is particularly effective in guiding these visitors toward engagement and conversion.

Higher lead generation

Exposing your content to diverse audiences attracts readers interested in your niche because they frequent these platforms seeking similar information. You can capitalize on this interest by engaging them with relevant material and converting them into leads through contact forms, newsletter subscriptions, and gated sign-ups. This encourages them to take specific actions to access more content and lets you collect contact information to nurture these leads later.

Visitor and customer education

By widely sharing your articles, how-to guides, and infographics, you reach and educate a significantly larger audience. This extensive sharing highlights your brand’s content and extends its educational reach. Educating more people in this way not only drives more traffic to your website but also strengthens your brand’s credibility and trust, cultivating long-term customer loyalty.

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The challenges of content syndication

Like any content-sharing strategy, content syndication faces challenges, like:

Converting prospects into customers

Expanding reach through content syndication is one thing, but converting these prospects into leads and customers is another. New audiences might not be familiar with your brand and may require additional marketing efforts and nurturing to guide them through your sales funnel. To address this, integrate compelling CTAs and personalized content that resonates with these potential customers to encourage them to engage further with your brand.

Balancing exposure and original content integrity

If syndicated content becomes highly popular on third-party sites, it risks overshadowing its original counterpart on your website. The aim is to achieve broader exposure while driving traffic back to your primary content hub — your site. This balancing act requires carefully managing and tracking syndicated material. Prioritizing owned content syndication over free and paid options can help maintain control over how and where others display your material.

Protecting brand image

When you syndicate content to third-party platforms, you risk it appearing alongside material that doesn’t align with your brand’s values. If the syndicating platform features controversial or conflicting content, it could harm your company’s image. To mitigate this risk, vet the platforms you partner with. Ensure that these platforms’ values and content align with your brand to maintain a consistent and positive brand image.

Content syndication vs. guest posting

Content syndication focuses on republishing existing content on other websites, but guest posting requires creating new, exclusive material that is published on an external website. With guest posting, the goal is to establish the author and the publishing site as a thought leader, build backlinks, and target the external site’s specific audience.

When guest authors include links to their own website in guest posts, these backlinks significantly boost their site’s visibility, SEO ranking, and domain authority.

When it’s done correctly, content syndication can also help your SEO.

Content syndication and SEO

Properly executed content syndication can boost SEO by creating opportunities for backlinks to the original source and enhancing your website’s discoverability through higher rankings on search engines like Google.

When syndicating content, use canonical links. These tell search engines which content version is the preferred or “original” and help prevent duplication issues. By indicating the primary, authoritative source, canonical links maintain the original content’s SEO strength.

Balancing syndicated with original content on your own site is also crucial for strong SEO. Syndication expands your reach, but search engines highly value original and informative content. By offering a variety of high-quality and exclusive material on your website, you enhance your site’s credibility and authority, which are significant factors in search engine ranking algorithms.

When collaborating with syndication platforms, ensure they attribute your content properly, optimize anchor text, and follow Google’s policies and guidelines. Search engines favor quality over quantity, so choose reputable websites to maximize trust and credibility from Google and further boost your SEO efforts.

How to syndicate your content in 5 steps

To maximize your content’s reach and impact through syndication, follow this five-step guide.

1. Identify suitable syndication partners

Start by pinpointing potential platforms and partners for syndication. Look for reputable websites, blogs, and syndication networks that align with your niche and target audience.

Also consider websites that share related content with a similar audience and authority level. If your brand focuses on artificial intelligence (AI), for instance, you might pair up with popular tech news websites and platforms known for their cutting-edge publications.

2. Reformat and adapt content

Before syndicating your content, assess whether it needs adjustments to align with your partner’s standards and preferences. This might include reformatting to match the platform’s visual style and modifying content to comply with specific guidelines.

If you host a blog, consider breaking down your longer pieces into smaller, snackable segments and creating teaser content. This strategy can boost engagement by encouraging readers to visit your original site for more information and to read the full article.

3. Contact your preferred platforms

After identifying syndication partners and optimizing your content, reach out to each platform’s content manager. When you contact them, craft a personalized pitch that introduces your material and emphasizes its relevance and the syndication benefits for both parties. Clearly explain how sharing your material adds value to their audience and complements their existing content. And include information about specific demographics your content appeals to and any promotional efforts you’re prepared to undertake, like promoting the syndicated content through your own marketing channels.

4. Provide syndication guidelines

Share your syndication guidelines and preferences with your partners. These guidelines should cover content presentation aspects like proper attribution, anchor text use, and canonical links for SEO.

Proactively giving these instructions ensures your content aligns with your visual identity and SEO strategy when displayed on their site. Sending your business style guide can also streamline the process and minimize back-and-forth editing exchanges, saving you time and resources.

5. Foster relationships

Building and maintaining good relationships with your syndicate partners is key to ongoing success. Keep communication lines open, show appreciation for their collaboration, and be open to feedback. This approach fosters a positive, long-term partnership that can increase future syndication opportunities and bolster your reputation in the broader online community.

Also consider ways to reciprocate, such as syndicating your partner’s content, co-authoring articles, and including affiliate links to each other’s products, to further strengthen this collaborative relationship.

Improve your content syndication strategy with Webflow

Any digital marketing strategy’s success hinges on content quality. With Webflow Enterprise, you can build visually appealing, high-performance platforms that let your content shine.

Plus, Webflow offers full control over your SEO strategy with fine-tuned controls, reliable hosting, and flexible content management tools so you can future-proof your website for scalability and long-term success. Add content syndication to your collaborative tool set and grow your online presence today.

Build with Webflow

Webflow Enterprise gives your teams the power to build, ship, and manage sites collaboratively at scale.

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Build with Webflow

Webflow Enterprise gives your teams the power to build, ship, and manage sites collaboratively at scale.

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Last Updated
April 25, 2024
Build with Webflow

Webflow Enterprise gives your teams the power to build, ship, and manage sites collaboratively at scale.

Contact sales
Contact sales