Small businesses are understandably struggling with their content marketing plans. It’s a worrying and a very common occurrence that’s affecting businesses owners everywhere; who often grapple with limited resources, fierce competition and the constant changes that accompany our digital platforms.
You’re expected to be everywhere at once, producing high-quality content, managing social media, and maintaining a website – all while running your core business. You’re left feeling ‘stretched, like butter scraped over too much bread,’ (as a famous hobbit once said).
Content marketing had an industry projection of £462 billion this year, which almost shouts its importance within scalable digital marketing. As businesses clash and battle each other for more attention in an increasingly loud and crowded space, content syndication is becoming a popular and highly effective addition to our content plans.
Content syndication has the ability to address several major challenges we face as digital marketers. Firstly, it helps slice through the clatter – allowing your voice to be found and heard more readily. Secondly, it expands your reach, placing your message in front of an audience you might not otherwise access. Finally, it supports part of your SEO efforts in providing high-quality backlinks.
But the most compelling aspect of content syndication is its potential for driving growth and a positive ROI.
By placing your content on trusted platforms you’re increasing visibility; you’re generating qualified leads and building brand authority. It’s a big part of a detailed content marketing plan and we really can’t emphasise it’s importance enough.
What is Content Syndication?
Content syndication plays an important role in filling your sales funnel with high-quality leads. When your written content appears on respected industry sites, it lends credibility to your brand and attracts potential customers who are already in a discovery mindset.
These leads are often more qualified and further along in the buying process, making the closing conversion that much easier to attain.
While you can technically use any form of content for this, we are specifically looking at your larger articles and posts. The ones that took time to research and write, and deserving of that extra attention.
54.5% of businesses made plans to boost their content marketing budgets this year, and content syndication remains a tried and trusted aspect of this. If you make a plan that get’s your content on high authority sites, you’re speaking directly to an engaged audience already interested in your niche. This approach ensures your message hits home with those most likely to convert.
While syndication is good for casting a wide net in this regard, there’s also a benefit for when you wish to target clients more specifically too. You can be very selective about your topics, attracting decision-makers with tailored content that’s placed exactly where they’re likely to encounter it.
Think of this as a solid one-two punch. You have your broader content on display, quickly followed by the strong and true right hand. Your content marketing plan should always include this kind of precision thinking.
Can I use AI as a content writer?
AI usage in content marketing skyrocketed to 83.2% this year, up from 64.7% in 2023. Which raises a number of questions, and also worries. Namely, is it effective to rely on AI for content marketing? What if it is actually causing more damage than good?
Well, before getting into that, lets talk about the advantages of AI. I am not for one second saying you shouldn’t use it. It’s a phenomenal tool that can save time, money and resources for small businesses. In fact, you’ll be sorely left behind if you’re not using it. But, there’s a few points you need to consider when applying it to your content marketing.
What are the benefits of AI in creating content?
AI’s main appeal is its efficiency – in most things. As I said, it can write content quickly, which is very beneficial for content creation and therefore syndication; as it’s important to post you material on larger platforms quickly and regularly.
It helps with planning, data analysis (if set up properly) and also with more basic tasks, which – when you add them up – amount to a tremendous amount of time; particularly for small businesses owners. The important thing is that it is tireless. It won’t sigh when asked to calculate invoices or summarise PDFs or generate images. It won’t call in sick, or waste time talking around the coffee machine. It is an impressive tool that offers a fantastic way for small businesses to catch up to their larger competition.
The point is, while AI is a powerful tool for content creation, it should be used thoughtfully as part of a human-led process rather than relied on exclusively. We have studied this and the results are far more damaging than you realise.
The best – and only – approach is one that combines AI’s cold efficiency with our creativity, our ability to fact-check with clarity and, most importantly, imbue our words with an understanding of human nature. It’s far more important to connect with your audience.
Can Google really detect AI content?
Google’s algorithms are becoming increasingly sophisticated at detecting low-quality AI-generated content that offers little value to readers.
Unedited AI content that simply regurgitates information without adding unique insights or perspectives is likely to be devalued in search rankings. Remember that Google is a service and looks for the best results to offer users. It prioritises content that demonstrates expertise, experience, authoritativeness and trustworthiness (E-E-A-T), which unedited AI content will always lack.
Does AI have empathy?
No, of course not. It’s made up of a series of large data banks, wires, and probably the odd Casio calculator. All able to compute, analyse and write quicker than any human. But it certainly doesn’t feel – not yet anyway.
While AI can produce content quickly, it will lack the ability to understand and connect with your audience using emotion. Human writers draw on personal experiences, empathy, stories and shared cultures to create content that connects better than lego bricks.
An AI will never know what warmth feels like after a cold day, it won’t understand the agony of gout, or the excitement and thrill of a first kiss.
More often than not, AI content will sound generic, wooden or lack that special voice and tone – more than that, it lacks the right approach.
Something your readers crave from all brands – especially if they are going to trust you.
How accurate is AI information?
Language models can also produce ‘hallucinations‘, which is basically a way of saying that they throw out factual inaccuracies like a drunk dart player at a balloon festival. When dealing with recent events or specialised topics, you will need to be very wary of what AI gives you.
Having a human go over your AI content is something we tell our clients to do often. If not for adding a touch of humanity, at least for fact-checking, ensuring all claims are accurate and properly sourced. Relying solely on AI without human verification risks spreading misinformation. And we all know where that leads.
How to measure your content performance?
While producing a high volume of quality blog posts can significantly boost traffic (up to 3.5 times more), content syndication operates on a different principle. It’s focus is on distribution and engagement. When syndicating content, your aim changes from sheer production to maximising the impact of each piece across multiple platforms.
Syndication amplifies your reach, as we said, but its true value lies in driving quality traffic back to your site. This is where tracking the right metrics becomes fundamental to your plans.
Engagement rates need to top your list of key performance indicators here. They reveal how well your content is being received by audiences across different platforms, providing insights into content preferences and audience behaviour.
You’ll also want to pay attention to referral traffic sources, conversion rates from syndicated content, and then the quality of leads generated. These metrics help you assess which syndication platforms are most valuable and which content types perform best in different contexts.
Remember, syndication is primarily about creating meaningful interactions that lead to conversions. By focusing on engagement metrics and conversion data from syndicated content, you can better perfect your strategy.
What's a good average engagement time?
Google Analytics 4 looks with a wide eye at engagement metrics, taking particular note of user interaction. More specifically, average engagement time, engaged sessions and engagement rate. These provide deeper insights into how users interact with your site.
A good average engagement time sits around 52 seconds, while engagement rates typically land between 53% and 55%. It’s worth noting that these figures can vary significantly by industry and traffic source. For instance, B2C sites often see higher engagement rates than B2B.
We’ve observed that Google’s search algorithm increasingly values engagement – or rather, reader focused content – making these metrics hugely important when measuring your content’s overall results. By monitoring these indicators, you’re better equipped to identify and improve low-performing pages, ultimately enhancing your site’s performance and search rankings.
If you’re churning out shoddy AI content that offers little to your reader, these rates plummet faster than Starmer’s approval ranking. Readers can spot low-effort fluff from a mile away. When they suspect you haven’t bothered to put effort into the content on your own site, they’re very unlikely to read it.
Essentially, you’re eroding trust and credibility when you do this. Your audience craves authenticity and value – always.
Why are website metrics important?
When we talk about measuring engagement and drawing traffic to you site, you may be one of a few people who have decided not to invest in a website. Or you have one, but it’s laying semi-stagnant and unnoticed. This stops you from gaining full control of your metrics. But, there’s far more to a website than just its ability to collect data.
89% of consumers now believe it’s important for small businesses to have their own website, and there’s a very good reason for this. Have you ever wondered why banks have such an opulent facade? Or why shops, restaurants and the like spend ridiculous amounts of money on their exterior designs?
It’s because doing so is a clear message that you’re committed to your brand, that you’ve put your money where your mouth and heart are. It’s a clear sign that you can be trusted.
That’s exactly what a website is too. It’s your validation, your promise that you aren’t going anywhere and good sign that you know what you’re doing. And that’s really only the tip of benefits of website development.
Content syndication and analysing your traffic to such a degree is only possible if you have your own website.
What are the best platforms for content syndication?
Now that we’ve cleared a few things up, it’s good to talk a little about which platforms are likely to offer the best chances of success. Everyone will have a preference here, so we’ll only focus on the bigger named ones – ideally, these will cover most of the ground where your target audience is.
Medium, X and LinkedIn is a great starting point for smaller businesses. A trio that attracts a range of individuals and can adapt easily to your plans, depending on your targeted approaches.
They’re not replacements for your website remember, but rather a type of support that can significantly amplify your reach and establish your authority (which is everything). Medium boasts 100 million monthly active users, X has well over 350 million active users, and LinkedIn tops the chart with over 930 million members worldwide. That’s a lot of eyes and a lot of potential traffic t draw in.
What content works best on LinkedIn?
LinkedIn, in particular, still holds strong as the best platform for professional networking and thought leadership. Its user base comprises decision-makers, industry leaders and professionals; nearly all of whom are seeking valuable insights. LinkedIn’s publishing features will therefore give you a network primed for business-oriented content.
Becoming a thought leader will become the biggest trend for content in the coming years, setting you apart from the competition and attracting customers who value real expertise and innovation. LinkedIn’s endorsement features, recommendations, and the ability to showcase your publications quickly raise your status as an authority in your field.
Remember, on LinkedIn, your personal brand is intrinsically linked to your company’s brand. By establishing yourself as a thought leader, you’re elevating your own profile while also enhancing the credibility of your entire organisation.
What are Articles in X?
X Articles are brand new and offer a fresh avenue for sharing in-depth content on the platform. They allow users to craft long-form content with rich formatting options, very similar to blog posts, directly on the platform. You can add headings, bullet points and embed various media (including photos, videos and even other posts). This is a great way to demonstrate your expertise.
Currently, X Articles are exclusively available to Premium+ subscribers and verified organisations. This limitation is part of X’s strategy to evolve into an ‘everything app,’ which will no doubt be another transition for scalable digital marketing.
It’s worth noting that while X Articles provide a platform for syndication and discussion, user engagement for Articles tends to be lower compared to other content formats on the platform. It’s still new though.
But don’t neglect this. It’s another way to establish your voice and authority in your field, potentially building trust with your audience over time. Again, it allows you to build thought leadership.
As the feature evolves – and it will do quickly knowing Elon’s track record – it’s likely we’ll see improvements addressing current limitations, making it an increasingly valuable tool for content creators and professionals on the platform.
Is content syndication bad for SEO?
The platforms mentioned above come with impressive domain authority, giving your content a significant SEO boost. This means your articles have a better chance of ranking well in search results, increasing your visibility far beyond your own website.
As with anything, there’s a correct way to do it and there’s a wrong way.
The right way involves proper attribution, canonical tags and choosing high-quality syndication partners (if outside of the trio mentioned above). The most important point to remember is to publish content on your site first, then syndicate with a delay. Always put your content through Google console to get it indexed first, which will speed this process up – and if you don’t now how to do that, get in touch with someone how does.
The wrong way will harm your SEO. This includes syndicating content indiscriminately without regard for partner quality, failing to use canonical tags or proper attribution, and allowing content to be published elsewhere before it appears on your own site.
These missteps can lead to duplicate content issues, diluted search rankings, and potentially even penalties from search engines. The key is to approach syndication as a complement to, not a replacement for, your original content strategy.
As people are using AI Search, and at a rate that will surely climb quickly, there’s a little more to consider when creating your content.
As people are using AI Search, and at a rate that will surely climb quickly, there’s a little more to consider when creating your content.
Last points to consider
If you decide to choose larger platforms (like X, medium and LinkedIn), it’s worth remembering that these platforms are designed for engagement. Features like comments, claps, shares all create opportunities for meaningful interactions and connection with your audience. Each engagement is a chance to build relationships, answer questions and demonstrate your expertise.
Over time, these interactions can help you build a community around your brand, promoting conversations and creating a space where your audience feels heard and valued. This sense of community translates directly into brand loyalty, word-of-mouth marketing, and ultimately, business growth.
And let’s not forget that this leads to positive reviews and word of mouth. Hugely helpful considering that 92% of consumers trust referrals from people they know.
To make the most of syndication for your content marketing, balance the work you post on other platforms, have a clear goal of what you are trying to achieve on your site and focus on the mantra that quality over-rules quantity in order to achieve higher engagement. One well crafted post will outperform a dozen AI ones any day.
Getting help
It’s important that your content reflects who you are and what you do. You need to be an authority, a voice that can be trusted in an ocean of other voices. That’s what we at Cadmus Copy do for you.
We plan and write content the old fashioned way and also take on AI content, shoving all the best parts of humanity into it. Either way, you’re left with an engaging piece of content that readers (and Google) love and promote.
By taking us on as your content marketers, you are taking on a small, dedicated group of creative individuals that focus solely on making your small business a reliable, reputable source of information. Exactly what you need in order to connect, convince and convert consistently.
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