Content outreach has been around for years, but the concept is still foreign to many. In a nutshell, content outreach is an exchange of content for promotion.
Major platforms are in desperate need of fresh content, which you can provide in the form of a guest post, interview, or whatever medium of content they prefer. In return, you or your business get to spread your message to their large audience who might have never heard of you.
It’s a win-win for both sides and it’s a highly effective way to build an audience quickly. This article will break down the five best reasons why you should be doing more content outreach.
1. Increase Brand Awareness and Authority
“If you build it, they will come” is not true for websites. They will come eventually, yes, but it takes years to build an audience that way.
To increase brand awareness you need to get your brand in front of as many people as possible. The easiest way to do that is through content outreach.
Not only are you increasing awareness of your brand, but you are building your authority at the same time. Whenever you submit an article to a major website you are indirectly (or directly in many cases) receiving their stamp of approval. Assuming the website is reputable, you will gain a positive reputation simply by association with them.
People don’t feel comfortable doing business with strangers. They prefer brands that they are familiar with. Content outreach helps you be everywhere and become a familiar face.
2. Drive Traffic to Your Website
Content outreach drives traffic in two key ways:
- Directly from your guest content
- Indirectly through search engine optimization
Unless your article is published on a major platform or a medium-sized platform with a very similar audience, you won’t get as much direct traffic as you’re hoping for. That’s normal and it’s no reason to be disappointed.
The real traffic benefits are long-term from SEO. Your SEO determines how well you rank on Google and other search engines for particular keywords. If you can rank in the top three spots for a your keywords, you’ll never have to worry about advertising again.
The strongest factor that increases SEO is getting a link back to your site from a reputable source. And the most valuable links are those from author profiles on respected platforms, because it shows Google that you are trusted by others.
Content outreach is a long-term strategy. Immediate spikes in traffic are nice, but search engine dominance is where the money is.
3. Promote Your Products/Services
Content outreach allows you to promote your products and services. The only catch here is that most of your promotion will have to be indirect.
Most major websites aren’t going to allow you to submit an article solely dedicated to promoting your business. They offer advertising packages for that. However, that doesn’t mean you can’t promote your business indirectly.
You do this by providing valuable information to readers and positioning yourself as an expert. This makes them want to find out more about you.
When done correctly, this type of marketing can be more effective than selling directly. The reason why is you’ve earned their trust first and you let them seek you out. From there they can draw their own conclusions.
4. Build Up Your Social Media
It’s no secret that social media has become the most influential marketing tool. Many people overlook content outreach as a method for growing their social media following.
Most websites will limit the amount of links pointing to your website, but they’re happy for you to mention several of your favorite social media outlets. This is the best way to connect with potential customers and clients.
A large social media following also builds social proof. Your business looks more reputable with 50,000 followers than it does with 500. However, the number of followers you have means nothing if they aren’t engaged.
You might be tempted to buy followers, but it really does no good. Engagement is crucial. Content outreach helps you build engagement by connecting with a variety of audiences that are interested in what you have to say or offer.
5. Guest Posts Can Be Ghost-Written
You don’t have to be a good writer to take advantage of content outreach. You don’t even have to write, actually.
There are a number of great firms that will handle the entire process on your behalf, for a fee of course. This allows you to focus on the areas of your business where your expertise lies. It also allows your content outreach to be in the hands of experts in that part of your business.
There’s no excuse for businesses in this age to not capitalize on this opportunity. It’s simple and proven to work, time and time again. Just take a look at the top companies in your industry and I guarantee they’re already doing it. Are you?
Kyle Stout is a copywriter and consultant based out of Tulsa, OK. This article was written for Nett Solutions.