Syndicated content has become a key component in the editorial line-up of many savvy blogs. Professionally written and edited content can save an enormous amount of time and effort, not to mention the expense of hiring freelancers.
Matcha’s includes a robust content library of over 12,000 pieces of syndicated content from such publications as Popular Science, Backpacker, Oxygen, Better Nutrition, Field & Stream, and many more. Our goal is to be a one-stop content solution for ecommerce businesses. The addition of our library offers a wealth of high-quality content that boosts the outreach and power of your blog.
How much do we believe in syndicated content? We use it our own blog site on a regular basis!
What is Syndicated Content?
Syndicated content refers to published content that has been licensed to be shared. Syndicated content in Matcha’s library has been professionally written and edited, giving it a high-quality edge.
Why Use Syndicated Content?
You’re Short on Time
In the time it took you to read this far into this article, you could have published a piece of syndicated content.
Custom blog entries are indeed a worthy endeavor and ideally, they will be the backbone of your blog. But that kind of content takes time: ideation, writing, image work, linking, editing, SEO optimization, and publishing.
Syndicated content compresses all those tasks into a time-efficient undertaking. When using Matcha, the only tool with a collection of syndicated content built for the needs D2C brands and their audience, simply search the content library, find a topically relevant article, and within a click or two, it’s live on your blog—or ready to roll in an email newsletter or social media posting.
Provide Current Information Outside Your Company’s Wheelhouse
During the COVID-19 outbreak in March of 2020, many Matcha clients were able to communicate the latest news with their audience via timely articles from Popular Science, Your Money Geek, and Working Mother. Topics included up-to-date scientific findings, how to prepare your personal finances for the upcoming months, and how to help your children cope with a strange new reality.
Many of these topics would not carry the weight of authority and trust coming from an ecommerce blog. By teaming up with credible, established publications, our clients were able to provide meaningful articles at a time when promoting their own businesses took a back seat to bigger issues. Respecting your audience’s challenges is a great way to forge trust and brand appreciation.
Provides SEO Value for Little Work
To be clear: syndicated content relies on HTML canonical tags, a snippet of code that pushes the ranking value of an article to the content originator. The syndicated content article on your own website will not show up in search engine rankings.
However… that doesn’t mean there is no SEO value in syndicated content. Search engines use publishing cadence (how many times your blog publishes an article) and article content as factors in their ranking algorithms. For example, a blog that normally produces three pieces of content per month but boosts that to five with a pair of licensed content articles stays on search engine radars—sort of like a rising tide raising all ships.
Add to that, a site can build inbound links and social media teasers into syndicated content that will increase traffic (another ranking factor) and brand exposure. SEO isn’t the main reason to utilize syndicated content, but it is a nice added value.
The Internet will always have a soft spot for kittens, puppies, and babies.
Sometimes, it’s worth sharing a piece of content that simply makes your audience smile rather than driving them into your sales funnel. Social media—a place where attention spans are short—is a great place to share fun syndicated content. A good set of cat memes can break up your business signal and associate your brand with something less-salesy—a good way to build a relationship with your audience.
High-Quality Publishers Bring Added Trust
If you’re running a real-estate business, publishing articles on home renovations is a good example of relevant content that speaks to your audience. Or maybe you run a fitness studio and the recipes from Better Nutrition are worth sharing.
Tangential content associated with your brand complements your main product in a way custom content may struggle to do. When that content comes from trusted publishers (with a full staff of professional editors and writers), it boosts your credibility without the heavy lifting of creating it from scratch. Which brings up our next point.
Low Cost vs. Hiring Freelancers
Freelance writers can be used to fill in the gaps on your blog, but they come at a cost. And there are times when the skills of a custom-crafted article built by a pro writer will be worth the investment. These types of articles require lead time, editorial direction, and checks and balances before publication.
In contrast, syndicated content can eliminate all the in-house editorial burden in the blink of an eye. Matcha’s subscription model, for example, can offer 4 pieces of syndicated content per month for less than the average cost of a single freelance article by a professional writer. And those licensed content pieces will not need to be managed in house.
Freelancers have their place, but for many blogs, syndicated content solves the same problem in a fraction of the time and a fraction of the cost.
Blending Syndicated Content with Original Blog Content
So what is the ideal ratio of syndicated content to original content?
That all depends on your brand’s messaging. Businesses short on time may want a 1-to-1 ratio of original to licensed content. Often, a 3-to-1 original to syndicated is a good strategy for ecommerce businesses that want to control their messaging but like to mix in a new voice from time to time. There are even some that use only syndicated content, linking it in monthly newsletters or sticking with the high-quality content of a known publisher.
While there is no single winning equation, syndicated content gives your blog a boost and your in-house staff breathing room. Whatever that cadence is often a matter of availability of time and resources.
Leveraging Syndicated Content: Conclusions
Baked-in quality, reasonable pricing, and the inherent time-saving nature make syndicated content a solid strategy for many ecommerce (and personal) blogs. It also elevates your blog from limited in-house content to a legit publishing aggregator, pulling in strong articles from trusted publishers.
The bottom line is that syndicated content’s primary role to solve a problem: how to host excellent blog content without investing a ton of time and money. The secondary SEO and social media perks are nice, too. Matcha is a big fan of giving your blog a stronger pulse with syndicated content—which is exactly why we use it ourselves.
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