The approach to content syndication will inevitably depend on your content, your goals/objectives and the audience, so there is no exact science. First, ensure you create thought-provoking and informative content that offers insight and value. In other words, ensure you create content that people actually want to engage with.
Ensure the content speaks to all audiences or create a different angle for each persona. The audience on Facebook, for example, is likely to be very different from the audience on LinkedIn, so ensure you think of the correct angle to engage different audience types.
In addition to the angle, consider the format. People often think of content syndication as syndicating a single piece of content on various channels, but this can be done cleverly through the use of different content formats. For example, if you are primarily marketing a written piece of content, consider syndicating an audio version via a podcast or a graphic version via an infographic – even video. Depending on the target audience(s), such an approach may appeal to different personas and facilitate wider content reach and engagement.
Also, consider how you can further extend reach the content. Posting on different channels via different formats is one route, but also consider the pros and cons of paid promotion, such as Boosted Posts on Facebook, Promoted Tweets via Twitter or Promoted Posts via LinkedIn (to name but a few). You could even consider Google Ads, Microsoft Advertising and various forms of remarketing to engage users with additional/similar content.
