He Said. She Said. Why is Syndication Important?

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he said she said 2mRELEVANCE managing partners offer their respective expertise in this ongoing, “He Said. She Said” column. Each post in this series focuses on answering a question about online marketing from two different perspectives.. Carol Flammer answers from the reader’s perspective, where it’s all about content. Mitch Levinson answers from the perspective of a search engine.

Q: Why is Syndication important? And how does it help you expand your reach?

A: Carol – Tick Tock. Tick Tock. You are already writing the content, why not use it in other ways? This will help you save precious time and make sure that your messages reach your audience where they are. When your blog is set up to post through to your Facebook and Twitter you save time. Create an editorial calendar and make a plan for what you want to talk about each month. Use your Blog as the content machine (I sometimes call it a time machine), then come back in between the blog posts and have the conversations that naturally occur on Twitter and Facebook.

So many people worry about having enough time to do everything they want to do online. If you think of your blog as time machine and build a program centered around it, you’ll create a cohesive program and save time. Syndicate content out as far as you can, and allow readers to share content. Include social sharing tools because many hands make work easier. Remember that your blog is the only part of your social marketing program that is completely searchable, indexable and sortable. And, of course, best of all it is yours.

A: Mitch – There are lots of tools that help connect your blog with social media sites to help save time. To integrate your blog with Facebook consider using Networked Blogs, Graffit or notes. Once properly set up, any of these tools will update your Facebook status each time you post on the blog. To syndicate your blog content to Twitter, try Feedburner. Your blogs RSS (really simple syndication) feed helps to create a seamless auto tweet on twitter. The best thing about syndicating your content to Facebook, Twitter and other sites this way is that all of these links connect back to your site. Your social media sites become interconnected like spokes in a wheel to integrate with your overall marketing strategy.

Make sure that you include an optimized website in your marketing strategy. Your website and blog should be the center of the spokes in wheel. Drive all of your traffic back to these places. Make sure to incorporate public relations and local search sites. In order to drive credible traffic back, you want to be where people look for credibility.

A: Carol adds – Remember that the whole program is not automated. So much of social media is about building relationships and having conversations. You can feed your blog through, but you still need to be on the sites checking in, commenting and conversing.

For more information on blogging or online content, please contact mRELEVANCE at 770-383-3360.