18 February 2021

What is Syndication?

By Vanessa Wright

Syndication on the web is definitely not a new phenomenon. In the old days, magazines and papers with very large circulation and widespread readership regularly published syndicated material provided by freelance writers and smaller publications. Both benefited. The small local publication got to reach an even wider audience and perhaps achieve a higher measure of popularity; the larger publication got more original content without spending much in producing it, and the syndicator benefited as well. The internet has changed all of this.

Today, the average size of a newspaper or magazine that publishes on the web is just one page, and the same is true of blogs. With the rise of the blogs to more than two million daily visitors, and the corresponding explosion in blogs that generate a similar number of audience, the benefits of content syndication on the web have become clear. While traditional forms of content syndication, such as newspapers, magazines and journals, still provide the basic syndicating function, the increased reach of blogs to a number of additional audiences makes it clear that content syndication on the web is far more significant than in its traditional form.

What is most interesting about this development is that the benefits of syndicating are not just limited to the small publications that benefit from the increased presence of blogs. Bigger publications, such as book publishers, radio stations, and television networks, also benefit from content syndication. As their audience gets larger, they can share their information with a wider audience, thus increasing their overall visibility to their audience. This, in turn, boosts their revenue by attracting more guests to their shows, increasing their ratings, and generally increasing their market penetration. Of course, this is what account-based marketing, or SEO, is all about.