BlogHerEntrepreneurs ’13: Lessons for Content Syndication
By TatianaNatzke on March 22, 2013
I’ve just spent the last two days at the BlogHerEntrepreneur Conference in Mountain View, and I’ve got one word to describe it: WOW. I’ve always loved conferences that focus on women in business, but BlogHer really took it to the next level – the energy and support were palpable in every panel, keynote, connection and conversation.
The event was focused on entrepreneurship, and a majority of the attendees were women starting their own ventures. As a consultant at a startup social media agency, I was not the target audience, yet I came away with a great deal of lessons learned that can be directly applied to content marketing, strategy and creation. Throughout the event, I heard the phrase “We’re entering a golden age for content” at least three times – music to my ears.
Networking for Content Syndication
In my latest post, I wrote about how the majority of content marketers state that creating sufficient content is their greatest challenge, because it’s time consuming and expensive. While original should be the foundation of any successful content marketing strategy, content curation and syndication are your best friends in terms of making your resources work for you. A lot of content folks focus 100% on creating stellar content, and although that’s a major piece of the puzzle, getting your message out to a wider audience is equally important. After all, what’s the point of creating great content if only a couple of people are reading it?
Everyone’s got a list of ideal syndication partners of where they’d love for their content to be published: Huffington Post, Inc.com, Fast Company, HBR Blogs, you name it. While the first step is to ask to get your content published on those platforms, most of the time you’ll just hear crickets. Why? Because those editors get dozens of emails per day from other content creators just like you.
So how do you differentiate yourself from the rest of the unwashed masses clamoring for their moment in the spotlight? Enter event networking. Do your research and find out exactly who you’re trying to reach. Identify what events their company hosts, or which events they plan to attend. Buy a ticket, and make a beeline for that person during the first networking session. Tell them in person why your content is perfect for their audience, and follow up while your face is still fresh in their memory.
This was my strategy at BlogHerEntrepreneurs, and let me tell you: IT WORKS. You’re automatically elevated from the endless list of other content creators, and you’re no longer just another name in someone’s inbox. Never underestimate the power of a face-to-face connection.
Don’t be Afraid to Ask
For a lot of content creators (especially if you’re with a small company), it’s easy to psych yourself out when it comes to content syndication. You might have your “dream list” of syndication partners, but end up second guessing yourself when it comes to approaching them to review your material for publication.
Am I good enough? What if they don’t like it? So many people will read it… what if it gets a negative reaction?
You’re not the first person to ask these questions, and you certainly won’t be the last. The main takeaway I got from the opening keynote with Heidi Roizen is that you can’t be afraid to ask, and you can’t be afraid to go for it.
Heidi mentioned: “Women only apply for jobs when they fit all the criteria. Men will apply when they only fit 1/3 of the spec sheet.” (Click here to read the entire keynote). This goes for anyone who’s looking to pursue an opportunity, like getting your content syndicated. If you don’t ask, you’ll never move forward. Put your best foot forward, and start asking. You might be surprised to find how far you go.
Have you ever held back from trying to get your content syndicated out of fear? What are your top strategies for content syndication? Share your story or tip in the comment section below!
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