What is off-page content?
Things that you create and post on your website to engage your audience is considered on-site content. However, if your site is relatively new and doesn’t get as much traffic as you would like it to, you can still create valuable content in other places with the goal of building an audience and driving traffic back to your site. In this article, we’ll talk about four proven ways to get your content out in front of your key audience and drive that traffic back to your website.
Guest posting
What’s a guest post? A guest post is an article or blog that you write for someone else’s website. They publish the content you wrote on their website and promote it to their audience.
Guest posting has so many advantages and allows you to build valuable relationships with editors of publications and gives you more social proof by having published writing on high-quality sites.
Guest posting also allows you to maintain a confident brand persona, but only if you make sure you’re guest posting on sites that align with your message and purpose.
When writing guest posts, your bio is sacred real estate. You want to craft a bio that is personable, but that also showcases your most significant value proposition to the people that will be reading the article. Here’s an example of a great guest post bio that is fun, to the point, and informational.
Guest posting not only gives your brand valuable links and exposure to new audiences. It establishes you as an authority and builds trust between you and your potential audience, making it great for personal branding as well as growing a business.
Social bookmarking sites
What are social bookmarking sites? A social bookmarking site is a place where visitors share or save content they like. These sites include web pages, blog posts, videos, images and more. There are many advantages to putting your content on social bookmarking sites. The right ones will increase brand awareness, build trust and even drive traffic back to your website.
A few popular social bookmarking sites include Quora, Reddit, Scoop.it, Pinterest and Pocket. These sites all have high traffic and people actively searching for content on them and make it easy to share information about the brand in a relevant way that adds value to the people searching for a specific topic.
Using these platforms as a research tool to learn what’s trending and what your audience is searching for is an excellent way to do research and get to know your audience better. It will also give you a better sense of what kind of content performs well on those sites.
Social bookmarking sites can also help improve SEO and establish quality backlinks but don’t forget the “social” part of social bookmarking. You still need to create things of quality to make a lasting impact. You don’t want your brand to be known as the one that spams the bookmarking sites with low-value content.
Influencer content and partnerships
Influencers as a whole are social media savvy, and smart brands are partnering with influencers and giving them creative control to run their own campaigns promoting a particular product or campaign. Working with the right influencers can help get your brand in front of new audiences, appeal to different demographics and show your brand in action.
If you don’t have the budget to work with influencers, or are having a hard time finding big influencers in your niche, try to partner up with micro-influencers. Micro-influencers have smaller followings than influencers, but they usually have a hyper-focused audience that is engaged and fully trusts them. Also, unlike influencers with millions of followers, micro-influencers have higher conversion rates and an audience in one particular niche.
Instead of shelling out big bucks on big time influencers, more brands are opting to work with micro-influencers. They usually have between 1,000 and 100,000 followers and ultra-engaged audiences in a particular niche.
Niche-specific influencers are usually very engaged with their communities and have built enough trust that their audience looks to them for recommendations of products or services in their niche.
There are a few different ways to find and work with influencers. One is to have industry alerts set up and to be in tune with your niche learning about the latest happenings.
Social media
How do you even define social media these days? While it’s still called SOCIAL media, it’s used as more of a business tool to sell to potential customers. The right social media post will leave people laughing, crying and talking about it for months…until the next viral cat video. However, the wrong social media post? You can kiss your reputation goodbye.
There’s a subtle art to virality.
To master this art, you need to know your audience. What makes them laugh and cry. Sometimes you’ll get lucky, and a random post will hit it out of the park, but there’s something to be said for thoughtful, intentional posting.
The biggest mistake companies make when doing social media is thinking that presence is all that matters. That as long as they maintain being active on a platform, doing the bare minimum, they will benefit from it.
Some people will never go to your website and still know about you if you’re impactful on social media
Types of content to create for social media that aren’t played out.
A big way to get your brand seen on social media is to host contests and giveaways. The best versions of these campaigns get your audience involved as well. For example, if you’re a beauty brand. Asking your audience to shoot a short Instagram video about their favorite product (it doesn’t have to be yours) and tag you in their post with your hashtag will drive traffic to your page. This also works very well with having someone subscribe to your email list.
