For content marketers, there has to be an emphasis on syndication. Brands might be curating the best content in the world, but this is useless if no one sees it. Therefore, maximising the reach of promotional material is essential, helping content to make as large an impact as possible upon a target audience. One tool that campaign strategists might want to make use of is Flipboard – a content aggregation tool that displays material in a magazine format.

With so many websites, channels and social media opportunities, many consumers can become a little overwhelmed. It is places like Flipboard that can offer some relief, with topics and content drawn from across the web into a single place. However, not only does the tool provide free usage for consumers, it can also be utilised as a publishing platform for brands to get more eyes on their content, whilst nurturing and serving a community of followers.

There are multiple reasons why Flipboard can be a great content amplifier – one of which being that the entire application has been developed as a content discovery and curation platform. Used by millions of people, there are 34,000 topics for users to discover new content and indulge in their passions. This makes it the perfect place to share content. In addition, unlike places like Facebook, which are based on a social graph and, therefore, grounded in relationships, Flipboard uses a hive mentality to focus on interests. It means that instead of sharing content with a single individual in a target audience whose friends may have no interest, content could be delivered directly to a channel of interested users – all of whom could become potential leads.

Another bonus of Flipboard is that it’s a free marketing tool. There are no fees to publish a magazine, and a well-curated magazine can gain a strong following. Like with all campaign strategies, not all content should be promotional material. However, this can be added now and then if it’s well integrated, it can also be added with stories and news from third parties.

Luckily, Flipboard is very easily set up. In addition, it doesn’t require a lot of investment for on-going maintenance, meaning it can be easily added to a syndication arsenal that already includes places like Twitter, LinkedIn, Facebook and Instagram. Initially, time will be required setting up a magazine and developing the style and tone of publications. Content can be added in a similar way to how content is ‘pinned’ to a board on Pinterest. On Flipboard strategists can add any story they see on the platform to their own magazine. In addition, brands should be adding their own content too – both soft-sell content and hard-sell material.

For marketing and content strategists, part of the role is getting as many eyes on material as possible. Adding yet another source might seem like a hassle, but due to Flipboard’s interest-based architecture, taking the time to utilise the platform could offer dividends – not only in helping to disseminate content, but finding new fans and followers too.