April 30, 2018
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Time and time again, Google has underlined the value of creating great content. While well-optimised, informative and user-centric on-site content is essential for building rankings around your chosen search terms, you’ll also need to create off-site content that can be used to generate coverage around your brand and secure those all-important links.
While off-site content should also be user-orientated and engaging, by nature it will often take a very different tone to the types of content you place on your own site. In this blog post, we’ll explain the difference between on-site content and the content created to generate links and coverage.
On-site content is the content users see when they visit your website. It can take many different forms, including;
The copy on your website is designed to support the user journey and ultimately drive visitors towards completing an action — whether that’s enquiring or making a purchase. As such, this type of content is normally very self-promotional. From our experience, larger sites that hold greater digital influence are less willing to feature this type of content, as it offers little to their readership and is simply too advertorial.
Of course, there will be exceptions to this general rule — you may have created a particularly insightful blog post that appeals to a wider audience that you could repurpose for outreach, for example.
Off-site content is the content that is created and sent to websites in order to secure both coverage and links for your brand. In order to secure this coverage, it must have a broader reach than the content on your website, yet still remain linked to your business otherwise readers will struggle to see the relevance.
When creating this type of outreach content, consider the interests of your target demographic — what would they like to know about? For example, a motoring brand could discuss the costs associated with motoring or the issues affecting Britain’s roads.
While not a specific product showcase, this type of content will help your brand join a wider discussion, improving its chances of gaining coverage. What’s more, you don’t rely on a pre-existing interest in your brand — you have the opportunity to position yourself in front of a new potential audience, who may not be familiar with who you are and what you do.
By creating content that genuinely interests both your target demographic and a wider readership, you can increase your chances of building links back to your website, as more third-party sites are likely to want to feature your content. This will ultimately bolster your search engine optimisation (SEO) campaign, strengthening your domain and improving rankings.
So how can you make your content stand out? Our experience has found that outreach content that features original, new data or approaches a subject from a new perspective perform the strongest.
Of course, there are many other outreach methods and indeed content types that can be implemented to support your brand’s outreach strategy, including:
Through devising an outreach strategy that combines a mix of the above with content that broadens your brand’s reach, you can fully harness its potential and achieve the results your brand needs to continue to succeed.
Don’t be afraid to trying new approaches to tried-and-tested techniques — it could have huge benefits for your business.
From powerful brand propositions, customer-centric experiences or creative search campaigns, our proven approach overcomes obstacles and delivers commercial success.
We work fast and break norms by applying innovation, intelligence and creativity to everything we do. We look for people who share our passion and ambition.
Interested in finding out more about how we deliver outstanding results? Speak to our experts today.