It seems every bit of communication we see coming out of Sage these days has some sort of plug push promotion for Zift syndicated content.
So, what is syndicated content?
In a nutshell, it’s ready-made blocks of content that you plug in to your website.
But here’s the problem …
Google Hates Duplicate Content
You can think of “syndicated” as synonymous with duplicate … and Google penalizes duplicate content. What’s the penalty? Crappy search results … not good for business.
So what’s the deal with the push to syndication?
Is Sage collectively unimpressed with channel partner websites? Is it a “Big Brother” effort to control the messaging and content in order to protect the brand (in light of the tremendous Sage rebranding effort underway)? Is it because they realize that Sage partners are accountants and IT guys at heart and creative writing just isn’t their bag?
Or maybe at the end of the day, it’s a simple matter of good intentions (easy website updates) gone bad via unintended consequences?
What are those unintended consequences? Here are three that come to mind:
1. Your Search Results Suffer – duplicate content is a sure way to lose search engine ranking fast (or bury your website even further in search results). In fact, you’ll probably never outrank your competitor that has original, compelling, and keyword-optimized content on their website.
2. No Differentiation – Every once in a while, it seems that Sage promotes a book that they feel offers a good message to channel partners … a few that come to mind are Good to Great, Solution Selling, and Duct Tape Marketing.
Another Sage-recommended book that comes to mind is “Differentiate or Die: Survival in Our Era of Killer Competition.”
If your copy and paste content is the same stuff your prospect is seeing on 4 other Sage partner websites, what does that say about your unique value proposition as a Value Added Reseller?
Where’s the differentiation? If your message isn’t clear, here’s how the prospect will define your value … what’s your rate and how big of a discount can you offer? Can you beat the competitor down the street who sells the same accounting software product?
3. It’s boring and full of gibberish – This probably isn’t as detrimental to your business … but all that syndicated content is boring. It’s full of industry-specific jargon that says a whole lot of nothing. A bunch of $60,000 dollar words where a $5 dollar word would have been more effective.
You know, all that stuff like “a comprehensive, best of breed, and world-class enterprise-level solution for your mission-critical applications that’s integrated, scalable, and user-friendly” … Huh?
How to Make Syndicated Content Work
Let’s be clear, syndicated content can play a role in your overall website strategy.
But you better have some high quality, original content elsewhere on your website that complements that plug-and-play syndicated stuff.
It also helps if you surround the syndicated content with common on-page SEO techniques like keywords in your title tags, URLs, and H1 Headers.
Lastly, you have the ability to customize the syndicated content a bit. Do it! You don’t want to recreate the wheel … but don’t just slap the out-of-the-box content on your website. Tweak it a bit, give it some flair, and make it your own.
There’s no Shortcut to Success
Don’t give in to syndicated mediocrity. Let the channel marketing experts at Juice Marketing develop content for your website or blog that’s creative, compelling, original, and keyword-optimized.
And if you’ve already got Zift Syndicated Content on your website, let us take a crack at helping you get the most out of that investment. Hit us up via email – it’s time to put some JUICE in your MARKETING!