Developing content for your content marketing strategy is only the beginning. Where you choose to place your content can affect the type of results you will see from your content marketing. In this post, we’re going to look at the reasons why you need to utilize both on-site and off-site content placement, and the advantages of each.
Creating content for your website is essential in a variety of ways. From a search standpoint, blog content gives Google more pages to index, leading to increased visibility in search results. Regularly updated blog content gives people a reason to come back to your website and subscribe to your newsletter. Plus, it gives you and your website visitors something to share on social media.
On-site content also gives other website and blog owners a reason to link to you. When you are performing outreach, you may not be able to get someone to link to your products page. But you may be able to get them to link to a great tutorial that has a call to action, leading readers to your product page.
Off-site content is also an important component of a successful content marketing strategy. No matter how bad the reputation guest blogging has in the SEO world, it is still a highly effective way to gain exposure for your brand and to build authority within your industry.
If you can create a call to action in your author bio, you can turn your guest posts into lead generators as well. A good example would be linking to a free guide in your author bio that relates to the guest post topic, drawing your newfound audience straight to your email list. You can create those free guides by combining several themed blog posts together, adding some simple cover graphics, and saving them as a PDF.
Guest blogging isn’t the only off-site content strategy you can utilize. By repurposing your written content into different formats, you can gain exposure on other networks as well. Think of ways to convert your blog posts into ebooks, audio files, videos, presentations, and infographics. Then submit those new pieces of content to Amazon Kindle Publisher, iTunes, YouTube, SlideShare, and Flickr. Include a great call to action in each, and again you’ll be able to turn your new audiences to leads.
Measuring the Results
The results you measure will depend on your content goals.
If you are tracking goals in Google Analytics, you will be able to measure the success of your on-site and off-site content based on the conversions they drive for your business. Simply use the Landing Pages report for on-site content and All Referrals for off-site content. Both will allow you to see conversion data in relation to your content.
Alternatively, if you are creating content for exposure, then you can simply measure the traffic to your on-site content and traffic from your off-site content. You can also track your most socially shared content (on-site and off) using tools like BuzzSumo.
No matter what your goals are, use analytics to determine which content topics, what content types, and which distribution sites drive the most conversions, social shares, etc. Once you know what works, you can modify your content strategy accordingly to get the most ROI from your budget.