What’s the point of publishing content if no one is ever going to see it?

You put so much time, effort, and money into creating blog posts, eBooks, white papers, and more because you’ve been promised that content marketing will drive business results.

Unfortunately, 91% of content goes unnoticed. And as a result, there’s a bigger focus on content promotion than ever before.

One of the best ways to get your content in front of your target audience is to create a comprehensive syndication strategy. If you can get your content published on sites you know your target audience reads, you’ll be able to avoid the uphill battle of gaining attention from scratch on your own site.

But syndicating your content doesn’t automatically lead to success. You need the right strategy and the right data to make effective decisions.

4 Keys to Successful Content Syndication

Content syndication is the process of publishing, for example, blog posts on your website and then republishing those same blog posts on one or more additional sites. The goal is to amplify your reach by tapping into the audiences of more established content sites

The first thought that you might have about syndication is that republishing your posts on another website would result in duplicate content penalties from Google. Don’t worry—there are simple steps you can take to avoid those issues.

But beyond those concerns, focusing on the following 4 keys can help you lay the groundwork for a content syndication strategy that works:

  • Identify Sites with More Authority: Find potential syndication partners that have high domain authority. This will help you build your own authority as you appear on websites that people trust, and it will also lead to better visibility in search results.
  • Build Relationships by Guest Posting: In some cases, you’ll be able to find content syndication networks where you can pay to have your posts published. However, not all opportunities will work that way. Submitting original guest post ideas to target sites can help you build a relationship that grows into a syndication partnership.
  • Find Sites Where Your Competitors Syndicate: Analyzing your competition can be a good starting point for a content syndication strategy. If you notice that many of your competitors are syndicating on a particular site, you can reasonably assume that your target audience is reading that website. Getting your own content featured alongside competitors keeps you in mind as prospects evaluate your market.
  • Focus on Sites that Reach Your Target Audience: The whole point of content syndication is that you get your ideas in front of the right audience. Make sure that the sites you partner with are capturing the right people for your needs.

Of all the key points listed here, the last one is the most critical. None of the first three points will matter if you can’t target the right audience with your syndication strategy.

So many brands take a spray-and-pray approach to content syndication. They try to get their content published in as many places as possible to cover all their bases. But if you’re publishing content in places that are irrelevant to your specific target audience, those efforts and resources will be wasted.

By taking advantage of intent data, you can make informed, data-driven decisions about where to syndicate your content.

Find Valuable Syndication Opportunities with Intent Data

Finding the best content syndication opportunities is all about understanding the behavior of your target audience.

Traditional audience personas are usually educated guesses about what your ideal prospects/customers think, feel, and do. And while you may have some data to back up those profiles, you may not have granular insight into how specific prospects interact with competitors and industry media outlets.

Third-party intent data fills that gap. When you work with the right partner, you can get reports that provide details about the industry websites your ideal prospects visit most.

In many cases, you’ll confirm that the major media sites are good fits for your syndication strategy. But you’ll also be able to identify more niche partnership opportunities. These websites might not have as much traffic as the most authoritative publishers. However, you might find that a smaller site actually has a bigger impact on purchase decisions for your ideal audience.

The value of intent data lies in reducing marketing waste. With more information at your fingertips, you can target marketing activities more effectively — not just content syndication, but also lead gen, email marketing, and more.

The only challenge is figuring out how to get the most from intent data.