As more and more businesses are creating unique content to reach key audiences, we thought it would be helpful to outline some best practices around syndication agreements. Content syndication is the act of giving other organizations the right to copy or republish your work – in the form of print material, video, music or digital content – in exchange for money or attribution.
It is a common practice at many news organizations and television franchises to syndicate their content as a way to extend its lifecycle, reach additional people or to secure incremental revenue from it. Consider Law & Order, the successful legal drama TV series created by Dick Wolf and his franchise.
Law & Order originally aired on NBC, but later the franchise syndicated the series on other cable networks. According to Wikipedia, “Repeats of Law & Order were first broadcast weekdays on A&E beginning in the mid-1990s and are credited with drawing a new audience to the current weekly NBC episodes. As of January 1, 2014, the series is being telecast on SundanceTV, TNT, WE tv, and WGN America.”
Companies producing compelling original content can emulate Dick Wolf and his team. First, they can publish their content on their own website; then, they can offer it to others who might benefit from republishing it. INRIX does this with its real-time traffic data. They provide alerts to their customers and also make this same data available to local broadcast journalists. Zillow too publishes information on celebrity homes and provides some of this same content to news partners.
While some might be skeptical, content syndication is truly not has hard as you think. Consider Alaska Airlines’ blog. A few years ago Halley Knigge, who runs it, produced a story “Flying with Luly: How to pack a wedding dress.” This story featured videos and step-by-step instructions for packing different styles of wedding dresses. This niche content is interesting to a special group of people, brides who are traveling to destination weddings.
The existence of this content spells opportunity for Alaska Airlines. They could offer Brides Magazine an opportunity to syndicate all or part of this story for publication on its website. In exchange for the content, Alaska Airlines would ask for a link back to its website. Alternatively, Alaska Airlines could offer to develop a series of articles providing tips for planning the destination wedding.
As you think about leveraging the content you create, there are a few rules and best practices to keep in mind.
With these best practices in mind, content syndication can prove to be a powerful method of boosting your company’s presence and advancing its goals. At Communiqué, we regularly syndicate our blog posts – you can read more about our syndication experiences here. You can also find more tips on how to repurpose original content here. If you have any additional thoughts or tips, feel free to leave a comment below.
Tags: Best Practices for Content Syndication, Syndicated content Filed under: Business to Business, COMMUNIQUÉ PR, Media, Positioning, PR trends, PUBLIC RELATIONS, Strategy, Tech Industry