5 Formats That Are Prime for Syndication

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Wouldn’t you just love to have a megaphone for your best content? That’s what syndication can do for you. This is also known as earned media, or if you’re paying for it, it’s a form of paid media. As the public relations folks say, it’s all about getting “picked up.”

Content syndication is when you publish something on your own site or platform and then it is re-published on other higher-traffic sites. The syndicated source always cites or credits your original publication.

Increasingly, I am seeing clients approach content with an explicit goal of winning syndication for PR purposes. This pathway is definitely a megaphone for your content – and it can be free! (Sort of. Nothing in life is free, right? You have to invest in good content to get these wins!)

Angle of Appeal

To boost the chances of syndication, earned or paid, your pieces have to come at interesting topics with an angle that has high appeal. You also have to address the topic in a way that is clearly not self-serving.

Here are five formats that are prime for syndication, because they tackle a hot topic in a broad, not-openly-self-serving way:

1. The trend-spotter angle: here’s what will happen next. Where is your industry headed? What trend is underway and how will it resolve? Forecasts and predictions are risky territory, but it’s what the people want. That’s why annual outlooks are so popular!
2. The op-ed angle: here’s a strong view on a recent headline or data point. The newsjack approach is a solid one – take a recently published data point or headline and offer your thesis on the matter.
3. The breaking news angle: here’s what’s happening in events or product launches. Report on conferences, new developments in the product world, or any other noteworthy event in your universe.
4. The how-to angle: here’s what you should do and how. How-to posts are perpetually popular. Information-seeking is a huge driver of internet traffic, so be an information provider!
5. The guinea pig angle: I tried _____ and here’s what happened. If you can tap into a trending choice or purchase, then try it out and share how it went well/went wrong/felt, you give readers useful info about a choice they are considering for themselves.

When a trade magazine or other trustworthy platform picks up your content, it’s good for traffic but it’s also great for building your credibility and authority on a subject. It’s a sign to readers that your point of view can be trusted.

Looking for help with financial content in 2022? Reach out and let’s talk about your project needs.