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I don't believe in coincidences. Everything happens for a reason and there's a particular harmony in this world that cannot be denied if you really look into it.
Last week, I was reviewing a dealer's marketing strategy when I came across their content posting style. They had an offsite blog, an onsite blog, and they posted many of their posts on different automotive websites. All of this is good except that they were posting the same content everywhere without exception.
There are times to take content and syndicate it out and there are times when it's best to give a particular piece of content a single home. There are two factors to consider when making the decision - the content itself and the venues.
For the content, you should decide on the goal(s) of every piece of content you publish. Is it intended to be a direct communication with your customers that is newsworthy and specifically about the dealership such as sales announcements? That can be syndicated. You want as much reach as possible. Other content that is designed to bring value to your readers or that is specifically designed to help with search or social promotions should find an isolated home and become an exclusive piece of content. You don't want your content fighting with itself, particularly if you're posting it on your dealership blog, then posting it on an industry website that will likely get more love from the search engines.
The second component is the venue itself. Every venue that you own should have its own unique content. Some say half, some say more, and some say less, but having two or more blogs with the exact same content is just adding effort. Google has become exceptional at finding when blogs themselves are duplicated completely and they will make a decision about who is the source and who is the scraper. There are plenty of scrapers out there - no need to scrape your own content.
That's not to say that every venue you own should have completely different content. It's okay to syndicate, but you shouldn't syndicate every single piece of content. Every venue needs its own unique content or you risk losing one or more of them altogether in the eyes of the search engines.
I post a ton of content every day. Some I syndicate, some I leave exclusively on the appropriate venue. Finding the right mix depends on how often you post and on which sites you have access. There's no formula that works. It has to be analyzed and a strategy has to be set.
This particular article was one that I intended to write last week after doing the analysis on the dealer's marketing, but something held me back. Now I know why. This morning I logged into driving sales for the first time this week after a whirlwind round of traveling and found that they were separating exclusive content from syndicated posts. This made it a no-brainer about where this particular post would be published.
Everything happens for a reason. Welcome to life.