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Marketing Automation with Aggregation and Syndication

We like to use big words in the marketing industry… aggregation and syndication are a couple of them – and they’re very important.

  • Aggregation – allows you to collect content from other sites and display them in yours. They could be from a blog, news feed, podcast, or social feed. Aggregation can be a great tool to use to keep your page content fresh and pull in other relevant content. Search engines like relevant and frequently updated sites… aggregating content can help you improve your site’s rankings and the interaction of visitors… and it’s automated, so you don’t even need to raise a finger!
  • Syndication allows you to publish your content to other sites, services, and mediums. Text messages, videos, events, social media updates, and podcasts can all be published automatically to other sites, social media platforms, and email newsletters.
aggregation syndication

If you’re not doing any content aggregation or syndication, think about how it might help to automate some of your processes. If you’re not reading this content on Martech Zone, you’re reading the content through our syndicated feed.

Content Aggregation Examples

Here are some examples of how you can utilize content aggregation to improve your marketing efforts.

  1. Industry Roundup Blog Posts: Create regular blog posts that aggregate and summarize your industry’s top news, trends, and articles. This positions your brand as a source of valuable insights.
  2. User-Generated Content Campaigns: Run contests or campaigns encouraging customers to share photos, reviews, or testimonials related to your products or services. Share this user-generated content on your social media channels.
  3. Email Newsletter with Curated Content: Send out a weekly or monthly email newsletter featuring handpicked articles, blog posts, and resources your audience would find relevant and valuable.
  4. Social Media Content Calendar: Develop a content calendar that curates and schedules posts from industry influencers, thought leaders, or complementary businesses. This helps diversify your social media feed and tap into their audiences.
  5. Content Hub on Website: Create a dedicated section on your website to aggregate and categorize industry-related content, including articles, videos, and infographics. Regularly update this hub to keep visitors engaged.

One strategy we often implement is when our clients host a podcast on an external podcast hosting platform. We’ll publish the feed in a panel or sidebar on their website.

Content Syndication Examples

Here are some examples of how you can utilize content syndication to improve your marketing efforts.

  1. Cross-Promotion with Partners: Collaborate with complementary businesses in your industry to cross-promote each other’s content on social media. This expands your reach to their followers.
  2. LinkedIn Publishing: Syndicate blog posts and articles directly on LinkedIn to reach a broader professional audience. Encourage employees to share these posts as well.
  3. Repurpose Content for Different Platforms: Take a long-form blog post and repurpose it into shorter, engaging snippets for social media platforms like Instagram, Twitter, and TikTok.
  4. Content Co-Creation: Partner with industry influencers or experts to co-create content such as webinars, podcasts, or ebooks. This shared content can be promoted across both parties’ networks.
  5. Guest Blogging on Industry Sites: Write guest posts for well-established websites and blogs in your industry. Include links back to your own content to drive traffic and build authority.

One strategy we almost always recommend to clients is automatically publishing their blog posts in their email newsletter. The Martech Zone weekly newsletter is produced like this with Mailchimp… and it’s fully automated!

These strategies demonstrate how marketers can effectively use content aggregation and syndication to bolster their online presence and engage their target audience.

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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