Your Offsite Content Strategy is Just as Important as Onsite

By Katie Hall

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In the age of digital marketing, you probably have an onsite content strategy for your business–even if you don’t call it that. Ebooks, white papers, case studies, blog posts–all the promotional information published to your company’s website constitutes your onsite content strategy.

Marketers understand the importance of publishing informative content on your website; at the very least, it proves to potential clients you have experience and expertise in your industry. In more tech-y, complicated terms, more content equals more links and therefore could boost your website’s search engine results page (SERP) listing.

For years, marketers have been hearing about the importance of utilizing a website to its full potential. After all, in the age of inbound marketing, your company’s website is its most effective salesperson. Cold calls are dead; when your potential clients discover your website, they should be able to find information that answers their initial questions and entices them to connect further with your company. But the question lingers: how can you drive target audience members to find your website in the first place?

As Google algorithms continue to change and the web gets inundated with more and more content, it’s time to step back and consider a different approach to marketing your company’s content: an offsite contribution strategy.

Onsite vs Offsite Content

What do you do with a blog post? If your company’s content creation process is anything like ours, it probably looks something like this: brainstorm and research a topic, write a blog post, send it through several rounds of edits, add a call to action (CTA), publish to the company blog, promote it on social media for a few weeks, and make a mental note that it’s in your content repertoire for future circulation before starting the process all over again.

As a best practice, we circle back to our older content to update statistics, add new links and refresh its social message once it’s been around for a year or so but for the most part, this is how business blogs work: you provide information for your potential clients and customers utilizing your industry expertise and publish that information in an easily accessible spot on your website.

Yes, this is a valuable and highly touted inbound marketing tactic and you should absolutely continue to publish blog posts (and any other helpful content that could inform your potential audience members). But don’t stop there! An offsite content strategy can help supplement your onsite content–with a few added benefits you may not have considered.

It’s simple, really. An offsite content strategy is merely a collection of methods for distributing your expertise elsewhere on the Internet than your own site.

“Selling unrealistic expectations sets up the agency’s strategy and creative team for failure and the agency with a non-renewal.”

It’s composed of several techniques that each aim to distribute your content in different ways, with different results, all intended to do the same thing: drive potential customers to your website. Let’s take a look at a few ways you can achieve Go to the full article.

Source:: Business 2 Community

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