Newspapers are looking for efficiencies to save time and money while focusing on creating local content. Syndication provides content to a vast array of outlets adding value to their publications and providing a way for brands to educate consumers in a useful and credible way.
A recent study by Publisher’ Auxiliary, published by the National Newspaper Association, found that community newspapers depend on syndicated content. Here are a few facts from their study that indicates newspapers use and value syndicated content:
• 76.6% said they use syndicated content in their papers
• 51% also use syndicated content in their special sections
• Most frequently used items by newspapers
o Crosswords (62.79%)
o Food (48.84%)
o Health and puzzles (46.51%)
o Seniors, home improvement and comics (tied at 44.19%)
o Holiday (41.86%)
o Family and lawn & garden (tied at 39.53%)
Syndication benefits noted by respondents:
• Beneficial for small newsrooms
• Can sell advertising to tie-in with outside content
• Have a hard time filling lifestyle pages because they don’t have food and family writers
• Helpful during the holidays
Syndicated content clearly is necessary and welcomed more than ever by today’s editors. They need good, quality content in a timely manner.
Can syndication work for you? Here are some tips to boost the publication and success of your content:
1. Craft attention-grabbing headlines. Here are 5 Headline Tips
2. Don’t skimp on photography—high resolution photos can boost placements by 50% or more. Get more Photography Tips
3. Know your audience.
4. Be imaginative—there’s a lot of competition out there. Make your article unique!
5. Pay attention to the calendar and work ahead of the editorial “window.” See a Project Planner Calendar
6. Be credible. Provide tips, lists, how-to info and make your product or service a part of the story or a solution to a problem.