Content Strategy vs Content Creation/Syndication

image of click with blog and other words instead of numbers

This Is Why Content Syndication Is NOT Content Strategy [And Won’t Work Without It!]

You filmed a gazillion short videos about important topics in your industry and common questions your prospects have. You paid for Facebook ads. So why aren’t your sales increasing?

The truth is, creating and distributing content is only one small piece of the online marketing puzzle.

So now what?

Knowing the difference between content distribution and content strategy can increase your traffic and conversions by up to 100%, with little to no increase in costs.

In this article, you’ll learn why content syndication alone won’t boost your sales. Then, you’ll gain insight into the components of effective content strategy—in other words, how to start connecting with your ideal audience.

Reasons Content Syndication Isn’t Boosting Traffic or Driving Conversions

What is content syndication, exactly?

It’s the process of putting your original content into different forms, to reach different audiences. For example, you transcribe your videos to create blog posts, post quote cards on social media, or re-share the content months down the road.

Take business mentor Alex Dee, who we’ve helped turn YouTube videos into engaging blog posts. Or entrepreneurial thought leader Peng Joon, who spreads his videos on Facebook.

You may see successful entrepreneurs like these and want to repeat their processes and results. The problem is that expanding content to different forms is still just syndication—an effective dissemination method, but not strategy.

To different people, strategy might mean:

  • Focusing on what you produce to make sure it’s relevant to your audience
  • Climbing search engine rankings (a.k.a. getting traffic through SEO and backlinking)
  • Syndicating content on social media channels for exposure

But the truth is, effective content is comprehensive.

For example, say you have a strong idea about who your audience is. You might be writing daily blog posts and expecting them to do it all—bring in traffic, help your site show up higher in search results, keep people on the site longer, increase conversions…

The problem?

close up of app icons on iphoneWhile frequent content generation is a key component of increasing your online visibility, it’s only one part.

If you aren’t doing research and planning content around your intended audience’s problem—and connecting back to your “system” or services’ solution—that content won’t deliver the results you want. That’s true even if you spread it across every platform imaginable.

The most successful content syndicators, like Peng Yong, aren’t just posting anything—a video a day doesn’t matter if you’re just talking about whatever comes to mind. More than that, you could be duplicating content, repeating topics, and cannibalizing your own traffic.

Alternately, you might give customers a little of what they want, but when they can’t find related content elsewhere on your site or your social media channel, they click away without becoming a lead or a buyer. If you aren’t presenting a clear and consistent picture of what you do and how, even people who like your video, post, or website are less likely to convert.

You might also be reposting content without understanding the key differences between attracting website traffic and social media traffic, which means that your social media posts don’t drive much engagement at all.

Take this warning from distilled, an online marketing agency:

“Content creation without strategy often leads to disparate content with no core themes or purpose. This is confusing to your target audience and can negatively impact your brand’s credibility. Additionally, a lack of strategy can lead to generic content… Generic content doesn’t get shared. Generic content doesn’t engage people and is therefore unlikely to deliver against your wider marketing objectives.”

The bottom line:

Without a strategy around what content you’re creating and how it moves prospects closer to conversion, no amount of content syndication will help.

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Content Syndication Without a Solid Content Strategy Won’t Work

Truly effective content strategy is about WHAT you’re creating.

It’s about:

  • Knowing the difference between tactics and strategy. For example, using social media to grow traffic is a tactic, not strategy. Transcribing videos to use as blog posts or social media posts is a tactic, not strategy.
  • Avoiding repeated content.
  • Avoiding generic content that tries to do it all. Instead, answer your target audience’s specific questions.
  • Avoiding the temptation to cover too much all at once, without covering a topic thoroughly. Otherwise, your site won’t have an organic, engaging flow. You won’t establish yourself as an expert. And, you won’t convince site visitors to move from your landing page to a sales page.

This might sound like a lot of work (although it doesn’t have to be.) Why should you care about implementing content strategy?

If your content focuses on specific problems that your prospects have, you will get better engagement, build your authority, and generate more leads.

If your content maps back to your methodology (or “system”), then you illustrate how you can help with your prospects challenges, thus building the credibility of your “system.”

If your content is both relevant and frequent, then you will stay top of mind for your prospects. You can speak to different prospects at different stages in the buyer journey, whether they’re looking for product reviews or a sales page. And soon, they will buy.

If your content builds on a certain topic, you can use internal links to related content to keep people on your website or social media page longer.

If your content follows a set strategy or problem your audience has, you can create content that informs your audience and doesn’t just aim to sell to them. People are less likely to share something that feels like a sales pitch. They want to find and share content that has its own value.

With solid strategy, you can create content that does all of this. You can spread your content across platforms in ways that work for webpages, social media posts, videos, and more.

The most important part?

You can stop wasting time and money on content that goes nowhere, and start investing in marketing that actual gets results.

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The Easy Way to Create a Great Content Strategy

One of the best ways to combat this risk of developing disparate or generic content is to create a map of your process (your “Signature Solution” as Aaron Fletcher calls it). That means you know not just where you audience is starting and where they want to go, but how your product or services will help them navigate each curve along the way.

Then, make sure that each piece of content you create represents one step toward your solution… AND that you map back to your process, showing exactly where it fits. For example, clarify whether your content explains a beginner’s challenges or demonstrates the final stretch.

This not only ensures that content is related to what you do, but that you’re giving your consumers context about why, when, and how you do it.

Why is this important?

Many people are asking the wrong questions for where they are in the process.

Case in point: If I’m asking questions about content strategy but haven’t yet figured out who my customer avatar is, then I’m putting the cart before the horse.

With a solid content strategy, you can help your customers succeed. This boosts consumer confidence, establishes you as an authority, and increases conversions.

Start Boosting Traffic and Conversions Today

Content creation and content syndication are only parts of a larger strategy.

Solid content strategy connects you to your consumer. It shows them exactly how your products and services can help. As a result, they’re more likely to buy.

To learn more about effective content strategy, schedule a call.

By |2018-10-24T19:46:05+00:00June 19th, 2018|Content Strategy|