How To Build Your Audience Using Advanced Content Marketing & Syndication Techniques

Thursday, February 21st, 2013

This weeks typical business podcast is all about how to build your audience using advanced content marketing and syndication techniques.

Content marketing is taking off as ‘the only form of marketing’ right now especially with the rise of social media. But it’s not just good enough to create great content. You need your potential target audience to discover your great content and allow them to share it also for viral effects. I’ll share with you some of the more advanced content marketing and syndication techniques that I use which helps get my content in front of more eyes.

First, My Thought Of The Week; Being Me.

We’re all unique and have our own story and that’s what makes everyone special. But have you ever felt pressure to conform? You know what I mean right, having to wear a shirt and tie because ‘that’s what is expected of you’.

This is something that a lot of us battle with – and probably moreso Generation X. We’re the generation that grew up in the transition to the digital age and the digital age is now redefining the ‘norms’.

Recently, James Schramko shared that he was ridiculed for wearing a T Shirt in one of his videos. Now James produces multiple videos every week, and his audience is mostly tech savvy but one of his views ridiculed his dress code.

Old school of business vs new school of business.

There’s an expectation in old school is to wear a suit and tie and work out of an office. It’s the expectation I grew up with. Even my mother recently commented that I should wear a suit – when I objected and said it’s far more comfortable wearing what I wear she said I was being ridiculous (Ahhh motherly love).

I get it though. My father wore a suit and tie pretty much every day of his working life. That was the expected standard. But, I’m glad to say, it’s dying.

You see, the new school of business doesn’t see much value in these things.

Mark Zuckerberg probably knows exactly what I’m talking about. For the most part, we’re used to the Zuck walking around in jeans and a T shirt.

Mark Zuckerberg

But his attire has been widely debated and covered by both CNN and BBC in recent articles.

So, while a lot of my audience are business professionals from Linkedin, I’ve decided it’s time to play by my own rules;

  • Wear whatever feels comfortable
  • Be productive
  • Provide great content

What are your thoughts on this? Is it ok to dress casually in a business?

What’s happening in the future at Typical Business

In one of our earlier episodes Ryan spoke about this book;

Old school thoughts are to get a product ready, take aim and focus on your product, then fire (launch) the product. However, because of the Internet, things don’t take anywhere near as long as it used to.

When we launched Typical Business, we knew the overall direction we wanted to take (we were ready) and we had all the equipment needed to launch (we fired) but we were well aware that we may change things at some point (adjust our aim).

With that, we’re now adjusting our aim and over the last couple of weeks we have decided the 4 core areas we’re going to focus on going forward;

  1. Typical Business Fundamentals – This is something I’m passionate about as well as being ‘evergreen’. Evergreen content is content that will be applicable for years to come. It’s a good foundation for our blog and our user base to continually return to.
  2. Digital Marketing – Sharing new techniques so you can get better results with your digital marketing. Because I own a digital agency, we want to start sharing more of what we do on a regular basis to help our users fast-track their own success.
  3. Personal Development – Helping us all grow personally and professionally and broaden our minds and understanding. Unless you’re growing, you’re going round in circles.
  4. How To Guides – We know a lot of you want to know how to get certain things done. We’re going to produce a lot more guides especially on the blog. You can see an example of the types of how to guides we’ll produce by reading; How to install the start button on Windows 8.

Building Your Audience Through The Power Of Content Marketing & Syndication

First of all, what is content marketing?

This definition is from Wikipedia;

Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. Content Marketing’s basic premise is to “provide some valuable information or entertainment – “content” – that stops short of a direct sales pitch or call to action, but which seeks to positively influence a customer in some way.” This information can be presented in a variety of media, including news, video, white papers, ebooks, infographics, case studies, how-to’s, Q&A’s, photos, etc

So the idea behind content marketing is to produce great content. But that’s not where you stop. It’s essential to any content marketing strategy that you have a syndication strategy to get your content our onto multiple channels.

Your prospects are everywhere online. Getting in front of them is the difficult part, which is where syndication helps.

This is the roadmap I use personally every time I create new content by writing a blog post or producing a video.

YouTube – One of the most searched sites on the Internet, also ranks really well in Google search results. If you create a video, add a link back to your website and then embed the content on your blog. It’s also a good idea to add a link to your video from your Facebook business page. As a side note; In some cases I also promote the video on facebook, which can be a cheap way to get additional views and target people that are already fans on your facebook page.

Publish your blog post – I like wordpress as a blogging platform. It’s by far one of the easiest content management systems out there. Whatever the case, write the blog and publish it on your own platform.

Digg Digg – This is a wordpress plugin that allows a user to share your content with their social network. You can see the floating social sharing plugin on the right hand side of this post, which scrolls down as you also scroll down the article. Once you publish your own blog, go ahead and use the Digg Digg plugin to post to your social networks. Then, if your content is read, more users will be inclined to share it with their circle of friends.

Hootsuite – This is a great tool to manage your social networks in a usable space. It’s similar to Buffer, but I prefer Hootsuite. My main like – It’s really simple to scheduling future posts. What I do is generally push out an update on my new blog post to my social network, but then especially for Twitter I’ll schedule for a new tweet 2 or 3 times over the next day or so. I have followers all around the world so I can schedule these to come out at different times so they are more visible. I’ll also schedule a tweet in 3 months and 12 months time, just as a reminder in future for my followers. Hootsuite also gives me a reports – what shared links are being liked, retweeted, etc…

BizSugar – This is a content curation site which is generated by the users themselves. Users submit articles they find on the web to BizSugar and other users vote when they like the blog articles. If you post articles relevant to small business, then you will benefit from joining this community.

Email – This is still one of the most powerful ways to engage your audience, after all they’ve already liked you and given you permission to market to them. You might not want to email people every day, but you can email people a digest at the end of each week or fortnight. That way your email subscribers stay in touch with your content and what’s been happening. – This is another way for your followers to see regular updates of your content in another format. lets you define the subjects that are relevant to your niche of readers, so they can read a digest of the best material (and of course, yours is always there). – This is fast becoming one of my favourites, it’s simply outstanding as a tool to bring your content together in one place. You can set this up to receive a number of your own feeds and displays it really nicely. So I have all of my blogs, my personal facebook feeds, my twitter links and creates your own personal identity.


ifttt – If This Then That – This tool helps automate syndication by allowing you to create standard recipes that will automatically run when something happens. Thus the name. If THIS HAPPENS, then DO THAT.

ifttt Recipes

Forums – OK so many of you use forums and you have probably added your standard signature link. Want to put that on steroids? Try changing your signature link every time you create a great piece of content. Then, as you add new comments on the forums people see a new signature and that can capture peoples interest. You should try it. My click rate quadrupled after testing this method instead of just leaving my standard business link to my home page. – This is basically a questions and answers forum. After you create your great piece of content, hop on over to Quora and search for the topic you’ve just written on. Chances are your blog post is answering a question, allowing you to provide your answer. In your answer you should include a link to your blog which provides a more detailed response. The good thing about this site is if you answer comprehensively, you’ll get voted up – giving you more exposure and more clicks through to your own website. – This is a cool tool that allows you to automatically create an ebook or pdf of your blog post. If you’re using a WordPress blog, all you need to do is add your RSS feed and Zinepal will find your most recent articles. EG: Our blog feed here is You can then choose which blog articles you want to turn into an ebook. I used to grab a few at a time, but now I simply choose 1 article at a time and publish that. What’s also great about Zinepal is that it can automatically syndicate to Scribd. – This is the worlds largest online library of white papers (or at least, they boast that it is). Whenever I use Zinepal, it will automatically send the finished ebook to Scribd for readers on that site. This site ranks well and is a high authority site on Google. What that means is, if your blog post isn’t of the highest authority, you can capture search engine traffic by syndicating your content to Scribd. Readers then find your article on Google, head over to Scribd and most will click on your link within your ebook and come across to your website.

Content and syndication is just the tip of the iceberg and there are many things you can do to grow your readership, including a few technical changes to your website as detailed by Neil Patel here.

Do you have any other syndication techniques you’d like to share? What do you think of content creation as a marketing strategy? Share your thoughts with us by leaving a comment below.


Like your attitude towards the suit and tie. Who decided that a colourful piece of cloth hanging around someone's neck suddenly makes you more credible! Judge people on their intelligence, experience and personality.