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Posted on October 11, 2022

How Content Syndication Works And Why You Need It

By Yvonne Martin
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There are 3 types of content syndication work for independent artists, that an artist can utilize to maximize their reach. 

Syndication services have gotten some bad press in the last few years, but their contribution to the overall market cannot be ignored. They work as a hub for featured pieces and redistribute the news, press or media they aggregate to their network of partners or their very own websites.

Content Syndication Work for Independent Artists

Content syndication is primarily used through a web-based platform and exists on both big and small websites. The purpose is to spread the news as far wide reach as possible to attract larger media outlets to your cause.

In the digital world, there are a lot of blog conglomerates that survive uniquely via their syndication contracts and generate thousands of articles per day. Furthermore, they are an integral part of the ecosystem due to their hold on the market's viewership. Be it legacy institutions or new algorithmic players, syndicating content allows an independent artist to reach pretty far at a fair budget. However, be wary, as not all syndicates will be sending it to targeted groups that represent your audience.

Media Syndication

Media syndication is the process of making stories available to multiple news outlets by subscription. Those outlets or journalist groups will

The Associated Press, Reuters, Bloomberg, Tribune Services, and King Features are all examples of news and feature syndicates that aggregate news articles from other sources and publish them to their viewers. 

As a strategy, this form of distribution is interesting for artists as their stories can be shared across multiple websites simultaneously. Depending on the quality of the channels this pricing can vary anywhere between 100$ - 10,000$. 

Besides, depending on the niche community you are going to be targeting, you can swap titles to address specific packages of websites that cater to a different crowd than your main target audience.

Broadcast Syndication: 

First, Broadcast syndication is the practice of leasing the right to broadcasting television shows, and radio programs, to multiple television stations and radio stations, without going through a broadcast network.

Second, It is common in the United States where broadcast programming is scheduled by television networks with local independent affiliates to have groups that circumvent the commercial trend.

Finally, syndication is less widespread in the rest of the world. As most countries have centralized networks or television stations without local affiliates.

Shows syndicated internationally:

Although this is less common, as an artist, your content will be distributed evenly across the market but have to fit inside the conglomerate's thematic principles. This becomes more difficult for indie artists but not impossible. Should you have the right agency by your side, sync and licensing contracts can help you reach groups of media that would otherwise be outside of your reach.

The 3 most common types of syndication are:

  1. First-run syndication: programming that is broadcast for the first time as a syndicated show and is made specifically to sell directly into syndication.
  2. Off-network syndication, is the licensing of a program that was originally run on network TV or in some cases, first-run syndication.
  3. Public broadcasting syndication.
Content Syndication Work for Independent Artists
image credit: Izooto

Companies that do content syndication work for independent artists within their properties include:

  1. USA Today and Gannett
  2. The Sydney Morning Herald and Nine Publishing
  3. Medium.com

Sites that serve content through content syndication work for independent artists:

  1. Huffington Post
  2. Forbes
  3. Seeking Alpha

A Quick Strategy list of Content syndication  

1. Republish your most recent and most popular content on bigger websites. They may have more followers and authority than you. 

2. Syndicate old content on blogs and websites with about the same audience and authority as your own. 

3. Guest post on a more prominent publication and later on your website, Medium, or LinkedIn. 

4. Pitch to and be picked up by sites that publish syndicated content themselves

How can MPT Agency help you with content syndication work for independent artists?

To properly incorporate syndication in your campaign, be with a professional team. Again, they need to have gathered your key target audiences and assessed the proper direction your campaign is to take. Not to mention the team needs to know how to trace and track the results. Without a team or virtual support, it is difficult to adapt your reach campaign.

MPT Agency has been building ties with writers, journalists, blogs, and a wide variety of industry professionals in the press for 15 years. As an artist, we help you navigate the industry and target the market for these types of groupings and media circles so that the press you release can be maximized.

Following on our other blogs, we definitely think that you should take a look at our articles about "Digital Blogs", this will help you understand the landscape better. Give us a quick Follow on Instagram for more music marketing-related updates.


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