There's a general feeling amongst startups right now that they should be running a content marketing strategy. Most are blogging once or twice a week, in some cases with some really great content. However, it's rare for us to come across a company that's having serious success with its content marketing strategy.
Content is an essential tool for generating website traffic and can change the game for your business. The problem is that most content strategies are only half-baked; they're missing one essential ingredient that renders their efforts almost meaningless.
It's called distribution.
“Build it and they will come”
Sadly, we don't live in a Disney movie. Nobody is going to visit your website just because you've uploaded a bunch of articles to it. If you want Google to start taking your content seriously, you need to start building real traffic to your blog. That means getting your content out there and putting links in front of the people that will care about it.
The distribution spectrum
There are a tonne of ways to get your content noticed. Moreover, most companies aren't putting much effort into distributing their content to the right communities. That gives you a strategic advantage. Try out the techniques below:
Closed syndication platforms like Medium use canonical links to return SEO value to your posts. Wondering what a canonical link is? Find out here.
- Influencer networks
By including influencers and other brands in your content you can get them to repost your links to larger audiences. Take a look at some case studies for some practical examples of this.
- Community engagement
There are communities all around the internet interested in what you do. Find them, talk with them and find legitimate ways to direct them towards your content. LinkedIn, Facebook and Twitter chats are great places to look for niche communities. Get in there and build some trust.
- Question and answer
Websites like Quora are hotbeds of people actively seeking knowledge that you already have. Participate in the discussions and use your links to evidence your answers.
This might seem like a strange one, but real-life events can be great ways to introduce people to your content. If you're at a speaking event, tell the room that you've written extensively on their subject of interest on your website.
This is only the tip of the iceberg when it comes to distribution strategies. If you'd like to find out more about how we work to generate traffic to our blog, drop us an email any time.