The Difference Between Syndicated and Custom Content

by Roger Jung, on 5/20/21 3:13 PM


Content is king in today’s marketing realm; it is the foundation of every digital marketing strategy, especially in the office technology industry, where we utilize our unique content to tell a story and take our buyers through a consultative journey about which office technology to use and why they should choose your dealership as their office technology provider. At Evolved Office, we built a marketing platform with content and ready-to-go campaigns for office equipment dealers (OEDs) to use. With over 1,000 articles and hundreds of vendor-neutral campaigns (MPS, document management, Managed IT, etc.), our platform is a valuable resource to help dealers ramp up their marketing efforts. However, you need to know how and where to use content when marketing. There are two types of content:

Syndicated content – Content that someone created and is making available to many (think of AP and how they share their news).

Custom content – Content that is created just for one individual business and audience.

Here is a good rule of thumb for how and when to use content:

  • Syndicated content should be used for your email marketing and social media efforts. Social media is a platform where content sharing is encouraged.
  • Custom content should be used in your own blogs and search engine optimization (SEO) efforts. If Google crawls your website and sees that you are using content on someone else’s website/landing page, it will know immediately that this is not original content and flag your website. They are basically saying, ”You are trying to cheat the system by using duplicate content.”
Not all content is the same, and therefore should not be applied to just any situation. Your company’s Google ranking could be put at risk.

Roger Jung - EvolvedOffice




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