Growth Hacker’s Digest – Edition 27
If you’re leading content for a startup, you know that 80% of content marketing is all about promotion. In older articles, I’ve shared that the best way to promote content is through influencer outreach.
But what else? This week, we’ll look into 8 Extra To-Dos for securing traffic for content. If you want a quick win, we’ll also look into how to do republishing right.
However, I hear that there’s a lot of fear around republishing because it feels like you’ll get penalized by Google. I understand the fear because it’s duplicate content. There are actually Google-approved ways of going around this, so you can continue maximizing the benefits you can get from social bookmarking sites and Medium. More on this in my note after the jump.
Beyond traffic, Hiten Shah has also shared a framework on how to do content marketing. This is extremely useful if you want a step-by-step playbook to 1) build content, 2) grow content, and 3) make content convert. Personally, there isn’t much “new” stuff there, but it’s a great reference you can always peek into when you’re writing out your next big content piece.
Articles for the Week:
– 8 Extra To-Dos for Better Content Distribution
– How to Republish Content on Larger Publications for Traffic, Subscribers, and Backlinks
– Hiten’s Playbook to Win with Content
– First Look: Apple App Store Search Ads
Blog Posts of Note:
8 Extra To-Dos for Better Content Distribution
by Brittany Berger
Here are the quick wins that I took away from the article:
– If you’ve mentioned companies or influencers in your article, make sure to make them know about it by messaging them in Twitter or Email (e.g. “Hey! Gave you some love over at yourlinkhere dot com”)
– Pin your most loved content (or a lead magnet) at Twitter or Facebook
– Repost your content at social bookmarking sites like Reddit and Inbound
– Add a link to your signature (helpful especially if you do consulting and the article’s relevant for your client)
One of the best ways to get traffic to your site is… well… posting your content in more popular sites. Sounds weird, but that’s what republishing is… and it works! Your first republishing targets should be in social bookmarking sites. Just make sure that you adapt the introduction a bit for your audience. Here’s an example of how I did it for one of my guest posts here. This is the original guest post: link.
Then do that repeatedly in Reddit, Linkedin, Google Plus, or in any online forum or community. Even Facebook Groups work! Just be sure to be bit of an active user before posting so people recognize your username or name. You should be perceived as helpful, not promotional.
Sarah’s article goes to the next level. If you want to graduate yourself and try to republish your content at Huffington Post and Entrepreneur, check out her guide.
P.S. To make the republished content “Google approved”, just add a “canonical tag” within the HTML of your link. It basically tells Google’s crawlers that the original content is the link that you canonicalized. Here’s the Moz guide to learn more: link.
Hiten’s Playbook to Win with Content
By Hiten Shah
If you want to take a step back and see content marketing in a framework, here’s your go-to guide that you can keep as a reference.
It’s a 3-part framework that teaches you how to build compelling content, grow your audience through content, and make it convert.
A First Look at Apple’s App Store Search Ads
By Growth Pilots Blog
Here’s the gist:
– Similarities vs AdWords: Campaign Structure, CPC/CPA Biddings, Keyword Research, Search Term Reporting
– Differences vs AdWords: One Ad Result, Product Relevance Requirement, Metadata-based Ads
These things imply two risks:
– Given the low supply of ad placements (1!!), there’s a high risk of overshooting your cost per conversion targets in an already low priced mobile application environment. Think about it: Facebook Ads normally get you $9-$12 cost per conversion and that’s for 5 possible placements per user.
– There’s also a high risk of getting outbid by larger players who want to use these platforms for awareness purposes. I can see how a large eCommerce company can outbid niche eCommerce companies.
While Apple does indicate that it has “relevance requirements” (i.e. a productivity app like OmniFocus can’t bid on the “venturebeat” keyword to target entrepreneurs), there still remains a high barrier to entry for small players. Small players *actually* rely on long tail keywords that incumbents won’t ever bid on (i.e. keywords that are not obviously relevant which Apple blocks), so it’s easy for a large company to predict what their competition may do.
Thus, I think the best mobile ads continue to be banners and popups. I can’t see how Apple Ads can be competitive against Google’s Display Network and Facebook’s Audience Network.