What is Syndicated Traffic?
When you post a video on Youtube or a slideshow on SlideShare, you divert some of the massive traffic on these sites to your own. What do you call this effect, when traffic of other channels are exposed to your own content? Google Analytics describes this effect as “referral traffic”, where domains refer traffic back to your site. But here at Opal Logic Media, we focus on “syndicated traffic”, different from the typical referral traffic you would typically observe offline. With syndicated traffic, you are able to leverage audiences in other channels to get more impressions, leads, and sales for your brand.
Syndicated traffic can come from a variety of sources: Youtube, Slideshare, Sliderocket, Pinterest: these well known names are a great way to derive syndicated traffic. But big name or small, whenever you publish a podcast, video, or Powerpoint on a channel, you are exposing your content to other people’s traffic. Therefore, it is of vital importance that you implement a content syndication strategy? to take advantage of major streams of traffic.
The Long Tail of Syndicated Traffic
There are two main reasons why syndicated traffic is interesting. First of all, the potentials for syndicated traffic are enormous. Consider Youtube, with its 149 million monthly active users. If leveraged properly, this sheer amount of traffic has the potential to trickle back to your own site.
Second, syndicated traffic follows the long tail distribution. The number of sites with low amount of traffic is endless, but most of them have more traffic than your own site. Combined, this low traffic sites most likely have more traffic than Youtube.
Key Benefits of Syndicated Traffic
So what are the benefits of syndicated traffic? First of all, syndicated traffic has the potential to convert into website traffic. For example, take an average Youtube video. It most likely features a link back to the website, or a call to action in the summary or even within the video. Even if the viewer does not click on the link, they are still exposed to the brand and the company name. The mere exposure effect in social psychology suggests that being exposed to a brand will most likely improve your opinion. The next time the viewer watches the video, they may be more compelled to follow the link.
The other benefit of syndicated traffic is the highly sharable nature of content. Consider the following: how many people have tweeted a link to your homepage in the last 24 hours? The answer is probably not very high. However, compare that to the number of times someone tweets your content. If it is a particularly compelling video or blog post, it is more likely to be shared with others. Videos on Youtube alone are tweeted 500 times every minute. If your business is not producing content, then its online visibility is likely to take a blow.
Producing quality content and sharing it on other channels opens them to a massive audience, converting into syndicated traffic.? With an effective content syndication strategy, your website is likely to benefit from brand exposure and content? to be shared with others. In short, syndicated traffic is a great way to increase visitors, prospective customers, and website traffic back to your site.