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Where should you put your content?

By JAMES COAKES Published 30th Jul 2015
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The obvious answer to this question is; 'where it can be seen by potential customers'. This answer has two parts - where it can be seen and then the second part, which is by people who will react to it by doing business with you.

LinkedIn have been moving in on the content marketing, offering members opportunities to publish their content using their platform. The advantage of using LinkedIn is that there are a lot of potential clients there. The disadvantage is the amount of noise. Research has come up with various figures for how long content stays on people's timelines, and this makes sense as there probably is no single answer. In some popular industries it can be as shortas 30 seconds and this is decreasing as popularity grows.

There is a widely expressed point of view that people are less likely to look at content when they are on a website that has a lot of competing articles, and this would make sense. All in all it is becoming harder and harder to be noticed.

One solution is to find smaller sites with less noise but which are still credible. Until recently this was a viable strategy as marketers would look out for sites with high Page Rank (more recently Trust Rank) where they could put up content in exchange for a link to their website. Changes in what Google wants from websites when it comes to improving natural listings has changed this and many people have given up on this practice. However, Matt Cutts from Google has said that links are still an important measure when it comes to gaining natural listings. So it makes sense to find a group of trusted websites and give your content life beyond LinkedIn.

One you have put content onto a site you can share it as a link on LinkedIn, Twitter and Facebook. The key is to keep sharing it with relevant reasons on why people should click the link. You will find advice online about what sort of content is popular. For example, LinkedIn say that the most in-demand content is industry insights, with 6 out of 10 LinkedIn users expressing potential interest. However, you do need to consider who you will be attracting if you make that your strategy. How useful is it to pump out content to competitors? If your potential clients are in your industry then it may be worth doing but otherwise you may find tips or product reviews a better way of reaching potential buyers.

Another area of controversy is timing. Experts will tell you to avoid weekends, evenings and later afternoons. If everyone follows this advice then the effect will be to increase noise at key times which means your content disappears more quickly. If that is the case then catching someone at the weekend suddenly starts to look like a strategy.

The key advice is to look beyond LinkedIn and find a small group of trustworthy locations where you can share your content. Then it is important to tell people about it, so share it in a few different ways, suggesting different benefits of reading it, on various social media platforms.

Do not give up on creating links to boost natural rankings on Google. They may not want everyone to be manipulating it as they used to, but links are still an important and significant part of the algorithm.

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