I’ve been writing about the six most important areas of content marketing. Number four on my list is content ownership, which involves publishing content to an owned website.
At a strategic level, the purpose of publishing content to an owned website should be to help your audience understand something more deeply, gain tools to solve problems that they’re struggling with, and help them reach goals that they’ve committed to. In short, the content should fit the content marketing mission statement.
At a tactical level, publishing has to happen on an owned website so that you have full control to keep it current and keep it online. There are lots of opportunities to publish content elsewhere, but it’s only on your own site where you can update something at any time without asking for someone else’s permission, where you can ensure that your content won’t be taken down or buried, and where you can optimize engagement.
Here are a few ideas to try when optimizing engagement on your owned website:
- Use website analytics to learn what gets the most visits and make more content like that.
- Study public sharing with BuzzSumo to see what has the biggest viral success. Use these insights to try for more viral hits.
- Capture Dark Social sharing with Po.st to see what content is being shared the most via tools like email and IM. Look for insights in this data that will help you improve the share worthiness of your content.
- Put a prominent email signup form near your best content to convert visitors into email subscribers. Research shows that multiple touchpoints are better than one.
I’m working on implementing some of these ideas for this site. The ideas are even more relevant to bigger sites with larger audiences.