Ben Young
Ben Young
October 28, 2022

An important strategic question, is it better to pay to syndicate my content? Or should I create or have a partner create a unique piece of custom content. That of course depends on your objective and what you are trying to achieve.

Paid content syndication helps when scale is needed for a consistent message across multiple platforms. This lets you syndicate your message out to a scale that is effective for you.

Creating unique content is more bespoke for each audience, and will have deeper engagement with each. But less scale (in general).

More technical brands can tend to do paid content syndication as their content doesn’t need to change as much. Whereas more consumer brands tend to go for unique content. These are not hard and fast rules but just observations. Often brands adopt a mix of both tactics to drive their objectives.