How To
10 min read

How to Use Content Syndication to Build Your Brand 

Soniya Jain
November 20, 2022

Are you spending thousands of dollars on digital marketing without seeing the results you wanted?

Many businesses are struggling to cope with this very own challenge.

It's an uphill battle to attract enough traffic and convert that visitor into a paying customer. And with the competition increasing, finding customers has never been harder.

This is where content syndication comes in. 

Syndicating content is a surefire way to build credibility and authority and market your business in a way that feels seamless rather than forced.

That's precisely what we will talk about in this guide, where you will learn:

  • What is content syndication
  • How content syndication impacts SEO (search engine optimization)
  • Difference between content repurposing, guest posting, and content syndication
  • Benefits of content syndication
  • List of content syndication services, sites, & networks
  • How to maximize your content syndication efforts

Let's dive in to learn all about syndicating content!

What is content syndication?

Content syndication is the process of distributing your content across multiple platforms.

For example, you write an article on how to make homemade popsicles. You could send it off to be published on a blog like BuzzFeed and then embed it on your website as well. That way, wherever people are looking for information about homemade popsicles, they can find yours—on BuzzFeed and your site.

This content marketing strategy can help you increase your work's exposure by getting it seen on multiple sites at once through a variety of methods, including but not limited to:

  • Publishing an article on your blog and then sending it to other websites via email or social media.
  • Sharing your content directly on social media sites like Facebook, Twitter, and Instagram.
  • Making your content available for download in PDF format.

What are the benefits of content syndication?

  • Helps you get more exposure for your business
  • Network with industry peers to grow relationships
  • Expand your reach beyond the borders of your website
  • Increases the number of backlinks pointing to your site, which helps boost your domain authority and rankings
  • Allows you to reach a new audience and ultimately increase traffic
  • Builds awareness around your brand and establishes yourself as an expert in your field.

Does content syndication affect search ranking in any way?

The answer is yes and no. Content syndication can help boost your SEO efforts—but only if you do it right. To avoid duplicate content, any site syndicating other content needs to add the original URL in a “rel=canonical” tag to show Google where the content originated.

Since there are many ways to get content on other sites, it's important to have a few things in mind:

  1. Syndicating your content can help improve your rankings. If you're looking for more traffic from Google, consider writing relevant and high-quality posts, then syndicating them on sites with similar audiences.

  1. Syndicating others' work with duplicate content not properly sourced can hurt your rankings if they don't adhere to Google's guidelines for quality content. However, finding a high-quality site with relevant content that fits your niche could be an excellent way to syndicate your content properly, attract links, and increase exposure without hurting your site's ranking factors.

What's the difference between content repurposing, guest blogging, and content syndication

Content repurposing

Content repurposing takes your existing content and converts it into new formats to reach different audiences.

For example, you could take a video you've produced and turn it into a blog post. Or take fundamental parts from a blog post and design a share-worthy infographic.

Content repurposing can save time and money! Instead of creating something entirely new, you can use the assets (text, photos, videos) that you already have.

Guest blogging

Guest blogging is when you create an entirely new piece of content for a specific site. It is a great way to build your authority, get more exposure, and earn valuable backlinks that boost your SEO. 

Here is an example of how the founder of Buffer, Leo Widrich, wrote 150 guest posts in 9 months on high-authority sites, such as Huffington Post and Fast Company, and got 100,000 customers

How Buffer uses content syndication

Content syndication

Content syndication is sharing your content with other websites, which allows you to reach a wider audience.

For example, James Clear wrote an article on "How to Stop Procrastinating by Using the 2-Minute Rule".

A blog from James Clear website

That was later picked up by Lifehack and CNBC.

James Clear blog syndicated on the Lifehack website

James Clear blog syndicated on the Lifehack website

Benefits of content syndication

Content exposure

When you share your content with other websites, users who are not already following you on social media channels or visiting your site can view it. This allows them to learn about your company and products/services so that they might become customers down the road.

Brand awareness

When people see the same message popping up on multiple websites, they'll start to recognize your brand as an authority on that topic.

Referral traffic

After reading your article on another site, readers will likely follow a link back to yours if they're interested in learning more about that topic.

Lead generation

If you're looking for more leads for your business, it can be helpful to syndicate your content on sites like Medium and LinkedIn. That way, people who might not have found you otherwise will be able to find out about what you do.

Link building to increase domain authority

You can increase your site's authority in Google's eye by having other publishers link back to yours, which can help to increase rankings and traffic.

Different ways to syndicate content - free, paid, and owned

Free content syndication

Free content syndication is when you give away content, like blog posts or articles, that are published on your website or social media accounts. There are several ways to syndicate your content for free:


  1. Republish your best-performing content on more significant websites: If you've got a big piece of content that has done well for you, try to get it on more authoritative  sites. Chances are they'll love it just as much as you do and want to share it with their audience too!

  1. Syndicate old content on websites with similar audiences: Maybe you wrote something last year that still resonates with readers today but doesn't get enough views on your site. Try submitting it somewhere else with similar readerships. 

  1. Create a guest post for high-authority sites: If you've written a piece that's truly worth sharing, guest posting on another site can be a great way to get your work out there. You can submit it as a guest post and then find ways to syndicate it on your website later.

Paid content syndication

Paid syndication, also known as "paid placement," is when you pay a fee to get your content published on a third-party website. However, it's important to make sure that you're syndicating quality content that will add value to the website's readers you're paying to publish it on. Otherwise, you risk harming your reputation and wasting your money.

Owned content syndication

Owned content syndication allows you to reach a wider audience without negotiating with editors about how and where you will make your content available.

You can use platforms like Medium and LinkedIn Pulse to syndicate content on your terms.

Content syndication sites, services, and networks

Free content syndication sites

Here are some free content syndication sites for small businesses who want their content to reach new audiences without paying for advertising.


Medium is a great place to start if you want to get your great content in front of a broader audience. You can post anything from long-form articles, short stories, or even poems. The site has an active community that loves and promotes quality writing, so this might be the place for you if you have something worth saying.

Content syndication on Medium


Quora is a Q&A site that's perfect for content syndication. With over 100 million monthly users, you can ensure that your articles will get in front of a large audience. Plus, the community on Quora is very engaged, so you'll have an opportunity to build up your reputation as an expert in your field.

LinkedIn Pulse

LinkedIn Pulse is great for B2B content syndication partners. You can republish articles from your company blog or write original pieces specifically for the site. 


SlideShare is a slideshow hosting platform. If you have presentations related to the content you publish on your blog, SlideShare can help you get more eyes on that content. Plus, creating fresh slideshows specifically for SlideShare is a great way to drive traffic back to your website and increase brand awareness.


Reddit is a forum for user-generated content. It's one of the most popular websites on the planet, and there are many subreddits (sub-forums) dedicated to various topics. If you have content that fits with one of those subreddits, post it and engage with other users interested in the same subject.


Tumblr is another excellent platform for sharing visual content. It's especially popular with a young, creative audience. So if your blog or website caters to that demographic, Tumblr should be part of your content marketing strategy.


Pinterest is all about visual content. It's a social network that allows users to share images and videos, and it's popular for crafting, DIY, fashion, food, and travel. If your website or blog has visuals that would interest Pinterest users, sign up and start sharing!


Business2Community is a popular site for B2B content syndication. If your blog or website covers business news, insights, or advice, consider submitting your content to B2C for syndication. Business2Community will either publish your content directly or share it with its audience through social media channels.

Paid content syndication networks

Paid content syndication can be a great way to get your content in front of more people. It can also be a great way to track the performance of your content and see how well it is doing. Paid content syndication sites can offer great features for businesses that don't have time to develop complex campaigns.


Outbrain is one of the most popular paid content syndication sites today. It allows users to create a profile that includes their contact information, demographic information, and details about their business. Content creators can then pay Outbrain to have their content published on another site under the Outbrain umbrella. This content syndication network is a great way to reach new audiences and gain exposure for your brand.


Taboola provides visitors recommendations for related articles or videos based on their current page view or search query. These recommendations are displayed as "cards," which often include links back to advertisers' websites or other third-party sites that may contain more information about whatever they're recommending—including you!


Zemanta can get your content in front of more eyeballs—and offer some great analytics so you can see how well your campaign is working! It's not as customizable as other sites, but it has some valuable features for smaller businesses that don't have time or resources to develop complex campaigns. offers a wide range of ad types and customization options to help you get your message in front of the right people. They also have some great tools for tracking your results to see what's working and what isn't.


RevContent is another excellent paid syndication platform for getting your content in front of a larger audience. They offer a wide range of ad types and customization options and some powerful tools for tracking your results.


Sharethrough offers advertisers a variety of ways to get in front of customers, from promoting apps to distributing content through social platforms. They offer a number of ad types and powerful marketing analytics.

How to maximize your content syndication efforts

Cite your original content

  • Google and other search engines love when you link back to your original content. This helps them understand the article and where it came from. It also shows that you're an authoritative source on the topic. When syndicating your content, be sure to include a link back to the original article on your site. This will help increase traffic to your website and improve your SEO efforts.

  • Place a "rel=canonical" tag on all versions of your article. The tag points back to your original article to inform any search engine about the location of your initial piece.

  • Add a "noindex" tag to the syndicated copy of your article, which will instruct search engines not to include this version in their search results. 

  • Display the link back to the original article on your website.

Use social media to share syndicated content

Using social media to share your syndicated content can drive traffic back to the original article. This is a great way to give new life to older content and bring attention to a piece of content that may not have received much attention when it was first published.

Make necessary modifications

In some cases, you may want to add your modifications or commentary to the syndicated content before sharing it on your website or social media. For example, if you're syndicating a blog post from another site, you could write a brief introduction for the post that gives context and explains why your readers might be interested in reading it.

Include a call-to-action

Make sure that your content has a call to action so that people know how they can get involved with your brand or business. This could be anything from signing up for a newsletter or downloading an eBook, but whatever it is, make sure it's clear and easy for people to follow through with what you've suggested!

Send an intentional pitch

If you're going to pitch a product or service, make sure that it's relevant to your audience and that you're not just trying to sell them something for its sake. No one likes being sold to, so be genuine in your intentions and only pitch products or services that you genuinely believe in.

Identify sites for syndication

If you're planning on syndicating your content, do your research first! There are a lot of different sites out there, and not all of them will be a good fit for your particular brand or business. So take the time to find the right ones that will help you reach your target audience and achieve your desired results.

Don't let another publication take all the SEO credit

When you finally get that big break from a publication with lots of authority, it's tempting to give all the credit to their SEO team. 

While good SEO can undoubtedly contribute to increased traffic and engagement, consider that numerous factors contribute to its success. So make sure that the publication links back to your site and has a “rel=canonical” tag pointing back to your URL for credit.

By following these simple tips, you can ensure that your blog posts effectively drive traffic and engagement. So get writing, start promoting, and watch as your blog works hard for you!


You really can't go wrong with content syndication. It's a tried-and-true method of building your brand, networking with your peers, and increasing backlinks—all while giving you the chance to hone your strategies and improve your website performance. 

Whether your company is small or large, using the right content marketing tools and methods will help you reach more people and improve your online presence. So, if you're looking for an easy way to improve your brand image and network with industry peers, content syndication is the way to go.

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