Digital content syndication is the process of providing one organization’s content through another’s site, portal, or other digital outlet such as e-mail, social media site, or blog.
Traditional examples include one organization “syndicating” (publishing) a news article through one or multiple newspapers. Another is TV production house syndicating (transmitting) a TV program on one or more channels. Digital Content syndication pretty much follows the same model with one piece of content being published through one or more sites, portals, or platforms.
A couple of major differences. The first is that embedding a piece of content is typically a manual process. The second is that it is limited to a single tier (meaning a publisher to another site). With TidWiT, content syndication can be a fully dynamic process and content is pushed automatically with no additional human input needed. Additionally, with TidWiT syndication can be multi-tiered—meaning a video could be published to a distributor, who in turn syndicates it out to a reseller, who then pushes it out to a business customer.
It makes content sharing quicker, more dynamic, and much more affordable for entire channels. A manufacturer can now share content across their channel at a fraction of the cost it would take to do it manually. Partners save time and effort from searching for and locating content; and instead focus on marketing, sales, and support activities.
Multi-tiered content syndication means providing the capability for a publisher to push content through more than one tier until it finally reaches the content end user. As an example, an IT manufacturer might syndicate their content out to an IT distributor who in turn pushes it out to a reseller, who in turn pushes it out to an Enterprise customer all the way down to the employee. It is different is in its ability to deliver end-to-end access metrics for the entire channel. This is very different from a single tier approach that can only tell you “x” user accessed the piece of content, but not provide any more information as to which channel that user actually came from.
Organizations wishing to improve the ROI of their content need to know how it is consumed. Single tier solutions do not provide the insight needed. With multi-tier syndication metrics, organizations can compare the productivity of their channel in order to replicate and incentivize success and maximize content ROI.
Syndicated content can be delivered dynamically or for curation. The decision of whether to syndicate dynamically (content flow-through) or to curate in most cases depends on the type of content. For example, libraries containing support content generally are dynamically syndicated because the larger the repository the more valuable it is. Whereas marketing content is usually picked more carefully and curated. Administrators choose whichever mrthod suits their organization best.
TidWiT can help you syndicate Sections, libraries, and content pieces. Syndication would also include their attributes, learning and commercial elements whenever relevant (Certification, Price... etc).
Yes, with TidWiT, you may either choose open or limited syndication of content. The first means anyone can syndicate. The latter means that syndication needs to be approved before it is allowed by both publisher and partner.