Is "Syndication" a Viable Marketing Tool for Attorneys?

How does syndication qualify as a marketing tool for attorneys?  When I think of syndication, I usually think of large organizations like the Associated Press or Reuters.  According to the most recent podcast episode at Marketing Online Live, however, "syndication" has now become very viable for smaller entities (and, by implication, in internet marketing for attorneys).

Syndication is generally understood to mean the licensing of news or other content to various media sources.  In other words, if a newspaper columnist is syndicated, the columnist's articles will not just appear in one newspaper, but in many newspapers at the same time.  The result is that the columnist's influence and reach increase and expand exponentially.

On the Internet, syndication occurs when content appears not just on one website, but on multiple websites.  As Alex Mandossian says in the podcast referenced above, one's content is less relevant on the web to the extent that it is not distributed to other websites.  Thus, if one is conducting a webcast or teleseminar, that webcast/teleseminar should not just be available at one's own website, but should be available through multiple websites simultaneously.

I welcome your comments below on how you have used syndication on the Internet, or on how you think syndication is relevant to internet marketing for lawyers.