Publish on your own site, syndicate elsewhere

“Publish on your own site, syndicate elsewhere” is a content strategy approach that encourages creators to first publish their content (e.g., articles, blog posts, videos) on their own platform—typically their website—before sharing it on other platforms. Here’s how it works and why it’s effective:

How It Works

1. Publish on Your Own Site:

• You create and publish the original content on your own website or main platform.
• This ensures you retain ownership, control, and visibility over the primary version of the content.
• It helps improve your website’s SEO, driving organic traffic and building your brand’s authority.

1. Syndicate Elsewhere:

• After the content is live on your site, you share or republish it on other platforms (e.g., Medium, LinkedIn, guest blogs, social media channels).
• Syndication increases your content’s reach by exposing it to a broader audience that may not visit your site directly.
• You may also include a link back to the original article on your site to drive additional traffic.

Benefits

• Ownership & Control: You have full control over the original content and can update or modify it anytime.
• SEO Advantages: By publishing on your site first, you establish the content’s original source, which helps search engines prioritize it over syndicated versions.
• Increased Reach: Syndicating the content to other platforms can extend your audience and generate additional leads or interest.

Syndication Best Practices

• Use Canonical Tags: When syndicating, ensure that the syndicated version points back to the original piece on your site using canonical tags, helping avoid duplicate content issues with search engines.
• Tailor Content for Different Platforms: While syndicating, consider adjusting content slightly to better fit the audience or format of the external platform.
• Timing Matters: You may want to wait a short period after publishing before syndicating to maximize the value on your own site first.

By adopting this strategy, you can build a strong content presence on your platform while reaching out to broader audiences through syndication.