Being an authority in your niche can boost your sales, and help your brand grow.
If you are an authority on a subject, you gain the trust and confidence of your target audience.
People will use your products and trust your brand. Some of your customers will even become brand advocates and recommend you to their own personal networks. People will link to your website and you will get more sales via improved search engine rankings, while others will share your content on social media sites, increasing your organic reach and brand visibility.
One way to become an authority in a specific niche is curate and/or deliver relevant industry news to your target audience
A news aggregator is a website which aggregates web content such as news articles, blog posts and podcasts in one location for easy viewing.
Let’s take a look at one popular aggregator NewsNow.co.uk.
If we look at the SimilarWeb stats for NewsNow maybe we can learn something from the data.
We can see from the data:
News syndication seems like a winner if well executed.
With the right syndication software setup and some smart social media automation (VIA API’s 3rd party plugins, or your own code) a smart combination of syndication and automation brings with it many many benefits:
Optimize, Automate and scale.
There’s no shortage of free, off-the shelf and integrated syndication options available for webmasters (of course you may choose to code your own).
Once you’ve set up syndication software on your website and have configured news sources, you should have on your hands a credible looking news section which could look something like this football news aggregation site:
Now that your traffic-magnet news-section (or perhaps dedicated niche news site) is ready – it’s time to get some tactical partnerships in place with the aim of getting targeted links from relevant niche websites as well as building valuable connections to niche influencers (they are the ‘tribe owners’ – and we want to earn access to their tribes)
One approach might be to start by finding 100 sites which rank on google for e.g. “[yourniche] news”, or you could just search on Twitter and Facebook for niche websites which create and publish unique niche news stories.
Visit each website to evaluate their news-content and to gauge the size of their social audience.
A good candidate website for outreach:
If a website meets this criteria, proceed to get in touch with the site webmaster (via Twitter / Email / contact form on website) with an an offer they can’t refuse. Free publicity.
in your communication with each webmaster, offer to syndicate their news headlines on your fabulous news website for free.
Fortify your generous offer with additional benefits for them:
Once they agree, add their feed to your syndication system.
Once a webmaster’s content is flowing to your news page or website:
A surprisingly high proportion of webmasters will oblige your request for a link-back. After all – it’s nice to be nice. Everyone wins.
This outreach process is one of the most valuable aspects of exploiting syndication for profit. You will earn awesome, relevant links to your site (you probably couldn’t buy those links even if you tried), and in addition you’ve just forged potentially useful relationships with powerful niche influencers.
*Interestingly this link-back step is actually a prerequisite to getting your content featured on NewsNow.co.uk – one might speculate say it’s a major factor in their success story.
You can optimize your broadcasts in a number of ways so that they look more appealing (thereby getting more clicks + visibility) & so that they get discovered easily (social discovery) via dynamic hashtag insertion optimization.
Ensure that your syndicated content pages specify suitable open graph tags in the markup (e.g. a title, and image which will be shown when the post is shared on Facebook and Twitter).
Twitter Cards documentation
Facebook Open Graph Documentation.
You can take your broadcast optimization a step further by parsing content titles for specific words and appending appropriate hashtags to the Tweet or Facebook post to assist with content discovery.
For example a social broadcast of a story which contains the football team ‘Manchester City’ might automatically have specific hashtags appended eg. #mcfc or #mancity automatically prior to broadcasting text before it is tweeted or posted to Facebook.
Here’s a 4 week traffic snapshot from a football news aggregator I put together recently:
In just a short span of time since inception, the site delivers significant volumes of targeted traffic. I spent a tiny bit of time on link-building / outreach using the tactics outlined above and as a result the site has gained some great links from niche sites, and organic search traffic is up +50% on last month as a result. Awesome.
Optimized broadcasts result in a lot of visibility, We also get a good amount of link-clicks and we increased our follower base too. All pretty much automatically / on auto-pilot, and at zero cost.
TL;DR: Syndicate it, Automate it, Optimize it. Scale it, and Win.