To meet this need, content marketing has become increasingly popular among organisations looking to promote specialisms and engage with their clients and prospects.
However, creating a mix of quality engaging content is not easy.
Republish FT journalism
An alternative to producing all your own content is republishing, also known as syndication.
Select FT news, opinion, analysis and even video, and republish it to your owned media channels, such as content portals or newsletters.
It’s a cost-effective way to supplement your own content creation, position your organisation as a thought leader or specialist on a specific topic and provide engaging content for your external audiences. A client of ours, Qtrade, said of Republishing:
“It’s a great way to fill gaps in our marketing, not only to our clients but to new prospects too.”
New Republishing tool
To make it as easy as possible to select articles or videos that will maximise engagement we’ve just released a tool that makes finding, choosing and downloading FT journalism a seamless process.
With the tool, you simply use FT.com as you normally would - follow topics, save articles, receive daily or weekly digests - and articles available to republish are clearly marked.
When you’ve found an article you want, simply click the icon (highlighted above) and download it in the format you need, be it html, plain text or a word doc.
Download the user guide to find out more about the republishing tool.
If you want to fuel your content marketing strategy with quality, award-winning FT journalism, please don’t hesitate to get in touch. Also, we’re experts on our own content, so if you need advice on what you should be republishing - we can help.