How to Maximize the Benefits of Content Discovery Tools
Content has been the reigning king when it comes to online marketing, and it isn’t expected to be dethroned any time soon.
For a long time, the focus has been on how to create high-quality content that will reach your target audience and that will help increase your page ranking so that your site appears higher in search results, thereby helping to drive even more traffic to your site.
Now, more marketers are embracing the benefits of content curation — or finding and sharing content created by other publishers. Providing this content — even if you didn’t write it — helps to engage users and keep them on your site and social networks.
Finding a fresh supply of interesting and unique content can sometimes be as difficult as writing it yourself. Using content discovery tools can help streamline the process and ensure that you don’t run out of useful content.
However, not all tools are created alike and just picking out and sharing any links that are suggested to you is not enough to be successful. Here are a few things you can do to maximize the benefits of content discovery tools:
Identify the Top Influencers
The best content discovery tools don’t just recommend stories; they also provide data and analysis.
You can use the best platforms to identify the top influencers in your niche or in niches relevant to your target audience. For example, if you sell home owner’s insurance, you don’t want to see just what other insurers are sharing, but also what is being shared by roofers, interior designers, landscapers, and more. They will be sharing the type of stories that are important to your target audience, even if those stories aren’t about insurance.
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It is important that you follow the top influencers to stay aware of the content marketing strategies they are using and to share the top stories they are producing.
Study the Analytics for User Insights
The best tools offer extensive analytics.
You should study these analytics so that you can see what stories are being shared most or are getting the most user engagement. Typically, the analytics will show data about your users, not the users of the content source.
By identifying which stories are getting the most likes, comments, and shares, you can gain insights into the kind of stories that your users want and make sure that any stories that you are creating or sharing are similar.
Identify Content Ideas
Spending time in content discovery platforms will help you quickly identify what the top trending stories are and the most popular stories are.
Sure, you can then share those stories with your audience, but you shouldn’t stop there.
You can use these tools to identify your own content ideas, as well. You can identify trending stories and create similar posts. You can identify popular topics and find your own angle to write about. Or you can identify top news stories and write a story presenting an opinion about what’s going on.
Content discovery platforms can also be tools for your own content creation if you use them right. Between the posts you share and the ideas you get for your own posts, you should never be at a loss for content to share with your audience.
Get Stories that Better Reach Your Audience
Every blog post you write, social media update you post, and ad you create is an opportunity to reach your target audience.
Unfortunately, a lot of those opportunities are wasted because you write the wrong post, you choose the wrong update, or you use the wrong strategy for your ad.
With the right content discovery tools, you can find the right stories that will reach your audience and get more engagement. You can find the right stories using a number of strategies, including following the top influencers and studying your analytics to test which stories perform best.
Eventually, you will develop a sixth sense for what type of stories will perform best, and you will be able to pick them right out of your lineup of options.
Get More Exposure for Your Own Content
As a participant on a content discovery platform, you have the option to not only browse other content but to contribute your own for discovery.
By getting your content in front of an audience of other publishers, you increase the likelihood that it will be shared across other websites and social networks, helping you to reach a wider audience. You may be able to attract new traffic or even to build brand authority so that you can more easily create business partnerships.
Don’t be a passive user of content discovery tools. Make sure you are maximizing their benefits to get more traffic to your site and to create more brand awareness.
Author: Roee Ganot
Roee is an expert in the fields of SEO, analytics and conversion optimization. His professional portfolio includes hands-on experience in performance-based marketing for global brands, with expertise in the technological, software and online marketing industries, with proven results in improving traffic, conversions and revenues…. View full profile ›
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