That’s the thesis behind web syndication, and if your company is not doing it, you are missing out. At right, the syndicated version of BrandlandUSA, which appears on the Chicago Sun-Times website.

Web syndication works like television syndication. Someone first creates the content, and then others use the content.

Major newspaper websites are taking syndicated content; even The New York Times is aggregating blogs and presenting them on their website. Notice that there is nothing promotional or advertising like about the content; you can’t syndicate it if it is sales-talk.

To make the content useful it needs to be:

1. Written in plain English, not in P.R. speak
2. Written from a journalism perspective, and not by salespeople
3. Written without spin. While your whole idea is “spin”  your content cannot be seen as spin or it will not get picked up

Some major syndicators include:

1. Blogburst, which helps syndicate your blog to new readers.
2. Newstex, which can put your content on major newspaper sites. It will even pay you for your content.

You can also syndicate your website feed into your Facebook, Twitter and other feeds. While this doesn’t pay, it does give you extra traffic.

Talk to us at Black Cow Press about this process; we can guide your company through it.