It Really Doesn’t Matter Where You Amplify Your Content Online
As content marketers, we know the importance of amplifying our content online. We can create the best content out there, but if we aren’t promoting it, how will anyone discover it?
Here’s the typical scenario for a content marketer:
Step 1: You create great, useful content.
Step 2: You amplify that content online.
Step 3: You review your analytics and traffic sources.
Step 4: You wonder why the heck you’re getting traffic from HoleInMyPants.com.
Step 5: You reach out to your content distribution platform account rep and chew them out for sending your content to a site that has nothing to do with what you are trying to promote.
While I agree with the fact that you should be promoting your content on relevant websites, there is still value in promoting your content elsewhere.
Let’s say you’re a bicycle manufacturer. Ideally, you want to promote your content on websites that cater to cyclists. But do bicyclists only frequent bike-related websites? Absolutely not. Your customers visit all kinds of websites. As a matter of fact, I’d be willing to bet that some of the people who visit HoleInMyPants.com are into cycling.
As long as you are providing transparency to your message, it really shouldn’t matter where your content lives online. Your customers are into all kinds of different things and visit all kinds of different websites. Cyclists don’t limit themselves to cycling websites only and you shouldn’t limit your distribution to only those sites as well.
When I look at my analytics, usually I could care less where the traffic came from. I’m more interested in engagement. That person from HoleInMyPants.com might have visited 5 other pages on my website and spent 15 minutes lurking around, whereas, someone from RoadBikeWarrior.com may have bounced after 2 seconds.
I’m always surprised when I look at my referral traffic and the type of engagement that I get from random websites. Again, who cares where they came from as long as they find my content interesting and useful.
So how can someone on a random website tell if your content is relevant? By providing transparency of course. Headlines and titles should clearly reference what the content is all about. No clickbait! In addition, copy should be written to cater to specific personality and persona types. As long as you are being transparent with your message it really shouldn’t matter where that content lives. If the person is interested and the content is valuable, who cares where they came from?