Introduction

Content syndication can help showcase your business to a larger audience than relying on websites or social media channels.

Companies that are gaining a following and ranking up the search engine result pages (SERP) create much‑needed traffic by syndicating content with other publishers.

This marketing method can be free if you publish content as a guest on websites. However, the downside is you usually need to pitch your content, and even then it won’t necessarily be accepted.

This is why some brands hire outlets for content syndication which publish on a curated network best suited for their target audience.

But privacy law compliance can be a concern.

Marketers should select carefully where they syndicate content to avoid hefty fines.

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Does Content Syndication Equal Thought Leadership?

Not necessarily, but if your company would like to see its c-suite become thought leaders in your industry then content syndication can at least help to tie the brand together with relevant content to a wider audience.

It can sometimes be as simple as giving a byline. Some thought leaders write content themselves; others ghostwrite. The benefit of writing content yourself is hitting your tone precisely, whereas a ghostwriter must learn to convey your personality.

Even so, launching content syndication with the sole goal of becoming a thought leader is not a good idea. Establishing thought leadership with syndication is a positive side effect of your business efforts rather than a direct result.

Thought leadership is a long-term process which is established by conveying knowledge with webinars, eBooks, podcasts, and other content that sets the thought leader apart.

In and of itself, content syndication should be a piece of that strategy and not the whole plan.

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