Monthly Archives: December 2015

What Is Content Syndication – Part One

Content syndication is the process of pushing your blog, site, or video content out into third-party sites, either as a full article, snippet, link, or thumbnail.

The idea is to drive more engagement with your content by wiring it into related digital contexts, either to boost traffic to your owned property or just get exposure for your brand or your key personalities or products.

In a perfect world, syndication is part of a larger, holistic content marketing effort with the old keywords-at-the-front, metrics-at-the-back content production line in place. But even if you don’t have a formal content marketing effort, you probably have content – web pages, blog posts, videos – that could be syndicated.

Setting up your syndication stragegy

For some brands, it isn’t always clear what they want to accomplish from syndication. Is the goal to drive traffic to the main website in a fashion similar to SEO or paid search? Is the goal to build awareness of your products? Or is the goal something else entirely?

The first step of content syndication is to establish goals that match your business model. For example, if you’re trying to build traffic on your blog to capture leads, syndicating full article content out to partners might not be the best approach.

Syndicating a headline, the first paragraph, and a link back to the blog, however, might make sense. If you are mainly trying to build awareness of your product or brand in a broad sense, syndication of all forms may be in order.

Once you know your goal, think about the kind of content you have and where you want to send it. Map out content distribution partners, their requirements, and your content and infrastructure (software) capability.

Many syndication partners require custom RSS feeds, custom selected URLs, thumbnail images, snippets, titles, or paragraph excerpts.

Planning ahead for syndication makes sense. During a redesign or site launch, or when setting up your content strategy, content structure (think meta data schemas and content types), and content management systems, think about how you can build things to auto-generate feeds in a flexible fashion without a lot of manual work.

5 Ways To Use Vine For Social Media Marketing

On January 24, 2013, Twitter launched an application that allows you to shoot and share 6-second long looping videos. The simplicity of the design and easy functionality have made Vine a tough contender among its competition. Within the third week of its release, Vine users captured a whopping 100,000 videos in a single weekend. Since then, it’s attracted quite the audience.

More and more brands are using Vine as a social media marketing tool. Urban Outfitters, MTV Style, Rolling Stone, General Electric and Adidas are just a few of the brands that were early adopters of Vine. Here’s how to use that to your advantage, as well.

  1. Share & Promote

Widen your reach. Share a link from Vine on Twitter, Pinterest or any other social media marketing platform your company uses. Be sure to promote your business by including a link back to your company website. The next time you write a blog, embed your Vine video into the blog content.

  1. Use Hashtags

As with Twitter, Vine also enables the utilization of hashtags for sorting through relevant topics. Hashtags are a great way to reach your target audience while maximizing your company’s exposure. The main objective is to gain more followers for your company.

  1. Showcase New Content

Vine offers a 6 second platform for marketing new promotional material. Brands can create a video teaser for a new eBook, download or blog article. Make sure the elements you include are visual appealing and engaging for viewers.

  1. Show Personality

You only have 6 seconds to attract your target audience. Make every second count. It’s important to exhibit creativity, uniqueness and originality. Vine enables you to convey authenticity like never before.

  1. Use Time Lapse

It’s imperative to deliver a clear message within the 6-second timeframe. Time lapse allows you the opportunity to capture all the required elements to make your short story flow. Take this opportunity to highlight products and services your company has to offer.