Yes, you can, but you have to be aware of the limitations. First, your content would be housed by the platform you choose. Although sites like WordPress.com and Blogger are probably not going away anytime soon, you could end up scrambling if they do decide to close down. Also, if you inadvertently break their terms of service, your content could be lost if your account is suspended.
Every industry is different when it comes to content that works for them. The best way to find out what will work is to do some competitor research. In particular, find out if your competitors have the following.
- Blog content with lots of social engagement (comments, tweets, likes, etc.).
- Video content on YouTube with lots of views, likes, and comments.
- Infographic content with lots of social shares and backlinks. Use Open Site Explorer to get a quick count of backlinks.
- Presentations on SlideShare with lots of views, social shares, and favorites.
- Podcasts on iTunes with lots of positive reviews.
As you research, you’ll likely discover not only the types of content that work well for your industry but content topics that resonate with your ideal customer base as well.
Content marketing is essentially a form of marketing where you promote your brand through different forms of content: articles, blog posts, infographics, presentations, videos, podcasts, ebooks, reports, whitepapers, and so forth.
The difference between starting a blog on your own website vs. a social network is that you have even less control of your content. Again, if you break terms of service on your social account, you would lose all of your content. You also have to abide by the ever-changing landscape of social media. For example, networks like StumbleUpon that used to have a blogging featured decided to do away with it altogether, which means all of the people who had built years worth of content had to move it or lose it.
The other thing you have to look at is the fact that you will lose all of the direct traffic potentials of having content on your websites vs. having it all on a social network. Search engines would be more likely to index content on your competitor’s sites over your social networks. And if people can get your best content off of a social network, they will have no need to go to your website where you can increase conversions with custom calls to action.
Yes, but you can also repurpose one piece of content in multiple ways. For example, you could take several blog posts and repackage them as a free eBook to mailing list subscribers. You could take a tutorial and turn it into a screencast video. You could take the audio off of a video and make it into a podcast. You could take the main steps from a video and put them in a presentation. Essentially, you could turn one piece of content into five or more without having to fear a Google duplicate content penalty.
If you have Google Analytics goals set up on your website, you can find out more than just which pieces of content drive and receive the most traffic. For offsite content, you can go to your Traffic Sources > Sources > Referrals to see whether networks like YouTube, SlideShare, or places you published guest blog posts are sending traffic to your website. You can also see which referral source leads to the most goal completions. For onsite content, you can go to the Conversions > Goals > Reverse Goal Path to see which content on your own website or blog leads to the most goal completions.
Contact us with your questions and we will be happy to help answer them for you!