As the industry is changing fast, just On-page or Off-page SEO isn’t enough to generate leads and find buyers.
Content Marketing has now become a major avenue for digital advertising and promoting a website, worldwide.
So – How to or Where to Market Your Web Content for improving backlinks and bettering chances of reaching the first page position on Google ?
Competition is so high that gone are the days when just hiring Website SEO Professionals used to be enough for promoting a website.
The crawlers are asking for more and more fresh articles, updated pages, images, videos, slides and presentations.
It seems they have an insatiable appetite.
One needs to look to audience preferences and make wise investments during paid digital advertising campaigns too.
How To Do Content Marketing For Websites?
There are several factors which help in carrying out an effective online promotion exercise.
Some of those as follows –
- Submit your blogs, web pages, permalinks of slide presentations, images and videos to Webmaster Console as well as social networks.
- Use paid internet marketing mediums like Adwords, Facebook Digital Advertising and LinkedIn Sponsored Ads for instant results.
- Try to maintain transparency and build a brand identity online, by enabling consistency in your color themes, logo, design and format style.
- Write engaging titles and headlines while publishing articles and create video animations for promoting a website.
- Try making as much improvement as possible in your articles and then repost the same on social media.
- Reach out to PR News Journalists, by assisting them in completing their blogs, to gain trust and backlinks from them.
Now, which are the right mediums in content marketing for websites ?
What is the correct internet promotion approach for small-size manufacturers, agents, vendors or companies ?
This dilemma originates as there are so many avenues and powerful sources for digital advertising and creating online content like videos, slideshow presentations or images.
Where to dedicate time and effort and on which method of internet publicity ?
Should one concentrate more on Social Media Networks of Google+, YouTube, Facebook, Pinterest, LinkedIn, Twitter and similar ?
Or is it better to focus more on guest article posting, answering questions on Quora, participating in Google Blogs, News Media etc. for promoting a website ?
Do we dedicate more time for videos as compared to animated website images or design vs whiteboard animations, to attract customers ?
Should one increase emphasis on platforms like SlideShare, Canva, Giphy, Facebook Carousels etc. for producing shareable presentations and animation promos for websites ?
Does it require a change in order, to create the right equilibrium in content and SEO ?
There are 4 kinds of prospective buyers :
- The ones you approach on your own.
- That call you through references.
- Who explore the internet on desktops.
- Finally, the ones which search supplier’s websites on smartphones.
One cannot discuss all methods of digital promotion and content marketing for websites.
But let us focus on the leading social media networking portals, worldwide.
Market Your Web Content On Twitter
1. Twitter – Whenever I log into this platform, it reminds me of an article that perfectly summarizes it as a high-volume, low-value network.
You can post as much as you feel like here, provided you do that at a ten-minute interval, more or less.
No one minds an aggressive mode of content marketing here, it seems.
But the time and effort in promoting a website may not be as effectual here, as much as some other online portals could help.
Though, you can learn a lot on Twitter, as the topic range and quantity is enough to gather awareness on many subjects.
The internal sharing or retweeting pattern is quite common here.
A popular platform for digital advertising and publicizing e-commerce websites.
The best feature of this portal.
Shoppers love this network for special deals during retail sales, inspiration for gift ideas and discount coupons during holiday shopping season.
Moreover, you expose yourself to a large diverse crowd from all sorts of fields – professional, non-official and so on.
Even a 1% possibility of conversion might translate into gaining more than what you can find elsewhere.
The instantaneous nature of this channel sometimes gets visitors to reach your web page within a few minutes of your postings.
This is a helpful online publicity avenue to market your web content, promoting e-commerce websites and finding shoppers.
LinkedIn Company Page For Acquiring Niche Clients
2. LinkedIn – Somewhat opposite to Twitter. In contrast to other leading portals, one finds few but classy-formal audience, broadly speaking.
A difficult platform if you are looking for fast results while promoting a website.
In my opinion – A high-value, low-volume social network.
You cannot afford to post too much on the LinkedIn business portal !
Or else be prepared to hear some sarcastic comment or the other from someone.
Probably the second best portal for content marketing for websites.
Posting on your LinkedIn Company Page is another matter.
Internal sharing is not practiced here normally.
It’s easy to use this platform as your preferred social media business network.
Just like the other leading portals under discussion, even LinkedIn can be used for paid promotion.
Subject to the condition that one spends wisely.
This social networking medium offers options for targeted sponsored updates which appear in the main section.
The text advertisements are viewable in the right sidebar.
The quality of the audience you find here is valuable and even a slight visibility might help in closing a deal in the future.
The impact of blog publicity on LinkedIn can last for a long-term because it has a seperate section dedicated for publishing articles.
Another plus in its favor is that no one would spend hours here for the purpose of promoting a website.
Therefore, logging into this portal is like attending the Christie’s Art Auction, where you find the elite, but end up talking to a very few.
One rare characteristic of LinkedIn is that despite being a business website it has the potential to enable person-to-person bonding.
Sometimes, communication may originate here, after sharing views on politics and economics.
Another advantage here is that you expose more about yourself to future prospective clients instead of being visible more to stray viewers.
Undoubtedly, LinkedIn is a powerful channel to market your web content for long-term benefits, specially.
Using Pinterest Business Account For Digital Advertising
3. Pinterest – A bit different from the other resources under discussion here.
A large-volume, medium-value platform probably.
The nature of this portal is such that in most cases, any serious consultant ends up using it as a business network, by default.
In terms of learning, maybe the best social media resource.
Some infographics here are really educative and shareable.
Many bloggers promote article posts on Pinterest which helps them in generating high inbound traffic for their websites.
Ironically, it seems you end up showing yourself to the audience mainly from your own industry instead of exposing yourself to potential customers.
Nevertheless, since this resource is like a visual search engine.
It provides you visibility on Google, Bing, MSN etc. while promoting a website.
Even if you are half-opaque to clients within this channel, you at least achieve some exposure on organic listings on the internet.
And that’s a rare characteristic of this portal.
So entering this platform is like going to a Google Webmaster Tutorial Class.
There is so much to view, understand and show here.
The number one portal for internal sharing and blog promotion.
A nice avenue for content marketing for websites and getting noticed and indexed by the crawlers.
Another useful feature of this digital promotion network is that one can upload enough data, due to the folder system – Boards.
Being a high-volume portal, it’s character is such that it needs patience, unlike Twitter, which enables amazingly fast scanning of posts.
The effect of digital advertising and posting here is reasonably long-term.
Many users scan your shared infographics, up to a considerable depth on this platform.
So, work-it-out here as it consumes more effort than other platforms, due to its large capacity, but then then it’s worth it.
Women are the driving force behind this portal, due to it being visual and image centric.
A great place to market your web content including pictures, infographics, articles and sliders for publicizing your knowledge base.
Using YouTube As A Secondary Search Engine For Promoting A Website
4. YouTube – Another unique portal where the emphasis is on mainly one form of format – Videos.
Much like Pinterest with a focus on primarily one form of media – Infographics.
Of course, there is lot more you can do for business publicity inside YouTube.
Audio, Video and movie animations for websites etc.
A medium-value-volume resource, probably.
Despite being such a large platform, surprisingly YouTube does not attract as high-quantity of online promotional matter as Twitter or Pinterest does.
Maybe because despite having so many viewers, the number of people uploading videos here far lower than the followers.
The percentage of active participants engaged in digital advertising vs plain viewers inside Pinterest or Twitter is very large.
But this video search engine is far bigger.
One may publish as many movies as desired, here.
A beneficial portal for promoting a website and publicity through commercial video advertisements.
As far as internal sharing is concerned – Something which is not commonly practiced here.
You need to understand what your value proposition is, when you advertise here for searching for buyers.
Maybe the second best social media avenue for learning, as some of those films inside the portal are very informative.
You could learn as much on YouTube as on Pinterest, but for that one will end up devoting maybe four times of more hours here.
You gain a reasonable level of exposure if you upload any self-created and top quality video as the number of subscribers here is massive.
Overall the best portal for content marketing for websites and gaining popularity both within and outside this channel.
LinkedIn, Facebook and Twitter provide a feed based interface, which gives you a better chance to interact with your followers.
The YouTube Channel is an extremely important platform for video promotion, as its size is humongous.
So becoming a member here is like enrolling yourself as a life-long subscriber of the largest online multi-cultural club in the world.
The effect of digital advertising here is long lasting.
Your videos if useful, become prominent for an extended period of time, helping in higher rankings.
The built-in, separate sections for published films, playlists, channels etc. is a very useful feature for promoting a website.
Cannot call YouTube as a complete business-oriented portal because often it is tempting to watch your favorite movie, music film or news here.
Another plus point in YouTube’s favor is that this platform is an audio-visual search engine.
It has an edge over Pinterest, on this front, because it gives you a fantastic organic visibility and also exposes you to a huge variety of viewers in-house.
Again, be prepared to dedicate enough time on YouTube. It requires the maximum patience.
Some informative movies are long, but the same do help in content marketing for websites.
Probably the right channel to market your web content, especially for boosting sales and achieving prominence on the internet.
Facebook Business Page For Capturing The Most Diverse Audience
5. Facebook – What can one say ? Cannot afford to down another four pages on the SERP’s by praising it ! Lol.
Anyway. Jokes apart. The most popular social platform in the world.
I would be lying if I claim that I use this medium only for business.
If there is any digital marketing channel, which is incompatible for just one type of activity then this is the one.
The most diverse and versatile environment one can find on any social portal.
But, better to target a highly specific audience only, while engaging in digital advertising and promoting a website here.
Hard to say whether to put this tool in the high or medium-volume bracket because it is not decent to publish too much on the news feed.
On the other hand, one can post in reasonably sufficient amounts on own Business Page.
Though not as much as on Twitter or Pinterest.
Therefore, logging into this network is like going to your brother’s wedding.
You can let it loose after a couple of drinks in the bar area but then straighten up and act appropriately when back in front of relatives.
Cannot call Facebook as an educational resource.
It is more of a online communication tool a fine one at that.
Create and post short videos to extract the best possible results in promoting a website on this digital marketing network.
Sharing Trend – More robust in the News Feed as compared to the Business Pages section.
This gateway makes it difficult to confine oneself to topics related only to own field of work. Although exceptions always exist.
However, it is possible to generate leads through Facebook Content Marketing mediums.
Reason being – This network has a bit of everything.
One would recommend to pay for publicizing your best matter only on this portal.
It has the kind of subscribers that neither fall in the high or low-value category.
An immensely balanced resource, which enables a fair chance to all members to participate within a large audience.
A useful avenue for digital advertising and content marketing for websites, as it acts as a reminder to people who already know about your company.
The Facebook portal is also the most informal one out of all the major platforms.
It enables an interesting, wide-range and exciting user-experience.
Therefore, conversion here is quite possible due to the extra benefits one derives through bonding within its members.
The effect of publicity here is mid-term.
You could post limited business related matter on your main feed but ample on the in-house Facebook Business Page, though.
Finally, the interface and atmosphere here is such, where one can spend any amount of time.
A very effective tool to market your web content if looking for mass visibility on internet searches.
Use Emojis to elevate your posts, here.
Which Are The 7 Common Mistakes Marketers Make On Google+
6. Google Plus – The most useful portal. Actually the least popular but still the most crucial.
A low-volume, medium-value network when it comes to the exercise of content marketing for websites.
Still the most important social platform because it seems to be linked indirectly to the Google Crawler.
One big benefit it provides is that it creates some sort of an indirect organic visibility for your brand.
One can easily use this medium as business platform for promoting a website, if active on own Company’s Brand Account.
Not the ideal source for learning though, as the volumes of postings are small.
I don’t know why. Maybe because some members have not been able to understand how to extract the most out of it.
Some common mistakes marketers make on this network :
- Neglecting uploading photos or not utilizing eye-catching pictures.
- Failing to add or correct the official hours in the local listing.
- Creating multiple location pages with the same business or occupational description or
- Forgetting to rectify an inaccurately placed address marker pin.
One of the best tools for search-engine-oriented content marketing for websites and also helping in SEO.
This channel helps in enhancing the flow of internet visitors towards your online brand or market your web content.
So entering this platform is like participating in a trade fair exhibition, without any exhibit, where you simply gain substantial traffic through the members directory.
This is a unique characteristic of this portal – very limited exposure in-house but a considerable visibility on search engines !
You may publicize unlimited data here, without hesitation – again like Pinterest giving an opportunity to create folders.
Sharing-patterns are very limited here.
The only channel that has four huge platforms within itself – Brand Account, Maps, Photos and Google My Business !
Rest of the portals have only one or two worthwhile branches within themselves.
A combination of all five makes it the strongest mode of Off-page optimization, even if it might be the weakest in the standalone format.
This resource is not any internet searching crawler as such, however.
You don’t end up spending too much time on this platform, which for many, might be a positive.
The results of publishing here are somewhat long lasting.
The folders help one segregate his online promotional matter, in a topical manner, making it user-friendly.
The right avenue to market your web content, if looking for visibility within natural listings.
One might derive that every portal has its pros and cons when it comes to extracting results pertaining to content marketing for websites.
The amount of effort involved, depends upon :
- Your needs and preferences.
- Time and money at disposal.
- Choice between PPC vs free-advertisements for finding buyers.
- Priority towards blog writing for promoting a website.
- Emphasis on creation of backlinks through On or Off-page Optimization or
- Social media marketing, digital promotion and internet advertising etc.