Content Syndication: A case for why it works

Jan 20, 2014


As a weekend furniture craftsman, I can only produce a handful of finished furniture projects a year. As a result, I’m limited in what I can actually showcase as new posts for my site. So instead, I rely on the content associated with a broader range of my woodworking experiences. With a bit of planning, this content becomes the blueprint for defining who I am online. The content I create and publish is a direct reflection of my own personal brand, Brownell Furniture, and in-turn, drives how people come across my site through a wide range of search terms. This is what I refer to as the principle of “getting found“.

The same principle of “getting found” applies as much to the clients we serve at Curiosity Advertising as it does to my puny little woodworking blog out of Cincinnati.

The Big Opportunity for Brands

Today, a brand’s presence online is directly correlated to it’s content, regardless of who creates it or where it’s coming from. Up until recently, a brand’s ability to drive inbound traffic to a website was driven more by traditional digital tactics (PPC, SEO, display, etc.). Content syndication now adds a new dimension of topical relevancy that brands can now take advantage of because your message (content) is placed in the context of what consumers are already actively reading. Rather than hitting them over the head with a flashing sign screaming “BUY NOW”, brands can connect with something people are interested in learning about. In return, this can build awareness, consideration, and over time, tangible business results.

A Content Syndication Experiment

After receiving a capabilities presentation by one of the industry’s biggest players in the content syndication space, Outbrain, I decided to conduct an experiment. By investing my own money on my own content, I sought to discover how far $40 would go for my own brand, and what I could in-turn, bring to our clients.

Read more about the experiment here.