What’s your content marketing strategy?
If you say website content, blog posts, guest posts, YouTube videos, etc, you’re talking about a mix of on-site and off-site content. It’s great if you know the difference between the two. But is one more important than the other?
Let’s take a closer look at site content (both on- and off-) so you can decide where to focus your efforts on.
On-Site Content: Everything on Your Website
Imagine if visitors come to your website and all they see are blank pages. On-site content refers to everything you have on your website – text, pictures, videos, blog posts, etc.
These serve as the foundation for your site. Without on-site content, there’ll be nothing for search engine bots to crawl and index, meaning you can’t do any SEO.
If you just launched your website, you have to focus on on-site content before you can think about an off-site content strategy.
On-Site Content and SEO
Now, if you already have content on your website, does that mean you’re set when it comes to SEO?
Not quite. Attractive content is a must for your website to start ranking. But there are other factors such as links, mobile-friendliness, and so on to consider.
Plus, you have to keep in mind that on-page or on-site SEO isn’t a one-time thing. Just because you have some blog posts on your website and a couple of videos there doesn’t mean you don’t have to worry about SEO anymore.
You need to keep optimizing your website and you also can’t forget about your offsite SEO strategy.
Off-Site Content for Off-Page SEO
Off-site content is everything you produce for external websites. These include social media posts, press releases, guest posts, articles, interviews, etc.
You need off-site content for off-page SEO. You need it to build links, which in turn builds your domain authority.
Now, the more domain authority you have, the more visible your site will be in organic searches. This will also boost referral traffic to your site.
Off-Site Content: Establishing Your Reputation
Another way off-site content helps your business is by establishing you as an authority in your industry. If people read your guest posts and value the insights you share, they’ll see you as not just another person with something to sell.
They know that you know what you’re talking about. And the more you do this, the more you’ll become a respected voice in the community. This will, of course, give you a bigger chance to engage with a much wider audience.
Experimenting with Site Content: It’s a Balancing Act
Producing content on a regular basis requires time and effort. If you’re working with limited resources, it can be tough creating content for your blog and for outreach purposes.
That’s why if you’re just starting out, it’s best to focus most of your efforts on on-site content. When you have more resources, you can work on off-site campaigns.
But remember, once you reach this point, you can’t ignore one to focus on the other. You have to keep producing content for your website or blog, and you have to look for outreach opportunities to build your brand. Keep experimenting until you find the best way to nurture your on-site and off-site content strategies.