An effective method of promoting trademarks and firms is placing content on third-party sites. The main advantage of this method is a lasting effect. If you place only one high-quality article on a carefully selected site, this will ensure the influx of new customers over the course of several years. Imagine what result you can expect if the ad is not one and it will be shown on several resources.
This article is a detailed instruction for the selection of sites on which you want to post publications depending on the desired result. Here you will find information about:
- ways to find and select a suitable portal;
- indicators for selecting resources;
- content types on side sites.
Choose the type of publication that suits you.
Depending on the material that you are going to place, you will need to choose the appropriate portal for it. The content placed on secondary sites is divided into:
In appearance, this material is almost impossible to distinguish from a banal publication on behalf of the editors. But it carries advertising overtones and at the same time is useful and interesting for readers.
Native advertising placement goals:
- get a large number of users to pay attention to the trademark for a short time;
- cause a single, but general explosion of orders, as well as increase traffic;
- tail single transitions for an extended period of time;
- convert the content into viral and, as a result, attract a lot of attention to the company (both potential customers and uninterested users).
To prepare effective native advertising takes a lot of time. And everything can end in vain if at least one minor mistake is made. Another disadvantage is that some media may not miss this material in public access if it is developed by a freelancer or a marketing service. The content rewritten by the editors may not at all meet the objectives set, which is why the effectiveness of advertising is reduced to zero.
For the placement of such articles is charged, the amount of which depends on the reputation of the publication. Sometimes native advertising is published in groups and advertised pages in social networks. But it is better to choose for her popular sites and sites with a general theme. Among such: Picabu, Layfhaker and so forth.
Company column or blog
It is a regularly updated section dedicated to a specific organization.
- rapprochement with users;
- increased demand for goods or services;
- to capture the attention of new potential customers from among previously disinterested users, as well as their retention;
- if you carry out correct work with negative reviews, then you can improve the image of the organization;
- increase brand awareness.
This method may be unacceptable for certain areas of activity. Yes, and blogging requires more effort, in contrast to the creation of native advertising or articles. To get the effect you need to know clearly:
- what will be interesting to users and whether you can give it to them;
- who will be a blogger;
- who can replace a blogger;
- will you patiently expect first results that may not be at all;
- will you continue blogging if you don’t see the effect soon?
- how you will understand that there will be no results, and it’s time to end the experience.
Get answers is not possible? Then try other ways to collaborate with related resources. Sometimes organizations maintain a column or blog on a portal with a section specifically designed for this. But it is more convenient and more efficient to do this on prepared sites, such as Habrahabré or Sparke.
This section includes everything else – interviews, expert opinions, press releases, etc. Such publications are placed on thematic business sites, marketing resources, the attendance of which exceeds several million. The result of this activity is to increase and preserve the image of the company, obtaining location from the large public. An example of external content is the interview presented on Cossa about ICQ with the delegate of Mail.ru Group or the Guide to Obtaining Leads published by Texterra from Ilya Rusakov.
Decide on site requirements
To select an acceptable resource for your material, set indicators to which you will pay attention. Among these may be:
Technical and functional potential.
Not all platforms are designed for blogging or special projects. You can design individual tools for certain companies, but you will have to pay a lot for this. Therefore, immediately select a site whose functionality meets your requirements.
The site has few comments, reposts and transitions? Wait for the same for your publications. To find out this information, review several pages on your own and pay attention to the comments and the number of comments. And the data on the transitions ask the administrator.
The scope of the organization determines the amount of funds allocated for advertising. An office kiosk with an income of 60,000 per month will not master publications for 200,000 at Medusa. Depending on the budget, choose the site of a suitable price segment.
Data on site attendance can be provided by the editor. You can also view statistics on your own using Similarweb. For a reliable assessment of the characteristics you need to consider:
- the number of visitors – this will indicate the scale of the audience;
- demographics of visitors – pay attention to the gender, age and place of residence of potential customers and correlate this data with your requirements;
- how much an average user stays on the platform – the size of the material you publish will depend on it;
- percentage of mobile users – whether you need to customize content for mobile devices.
How people relate to this or that kind of content will help to understand reviews and reposts. But not always the negative nature of the comments indicates a negative mood. A comprehensive analysis of the case will give the answer whether the critic is justified or whether the users have got excited.
Benevolence to advertising. The main part of users expresses a negative attitude at the sight of advertising content? If you are ready for a wave of negative comments, then go ahead. If not, look for something more appropriate.
Find topics of interest to your target audience.
If the requests of the public are satisfied with the relevant material, this platform will be regularly visited. Before posting content, make sure that it will be useful and interesting to potential customers.
For example, the scope of your activities – courses of hairdressing. The main part of the audience for you are women who want to get a side job at home. In order for your publications to bring the expected effect, take the trouble to select topics that are relevant for this category of users. And subsequently find a satisfying platform. Of course, it will be necessary to take into account whether your subject is compatible with the spheres of interest of visitors. Agree, the design of apartments will be difficult to move forward on the site of poetry. And if you try an online furniture store, then perhaps something will come of it. To find suitable topics for a specific audience, there are several methods. For this:
Look at statements of interest users
Use Google Analytics or Yandex. Metrics. To do this in Google Analytics, select Reports, then Audience, after Interests and Review. And in Yandex.Metrica, use the steps: Reports, then Standard reports, select Visitors and click Long-term interests.
Learn from current users about their hobbies and favorite sites.
To do this, it is enough to create a survey on the portal or in the social network. As a result, you can get a fairly large list of hobbies and topics that occupy customers. Of course, if the audience is active in the survey. In the case when you do not have a personal portal, ask such a question, for example, on the website of a competing company.
Analyze the interests of existing users using parsers.
Such service is offered by Facebook, Odnoklassniki, Instagram. For Vkontakte created “Cerebro Target”. With the option “Analysis of interests” you can find a list of hobbies among users of a particular group. To do this, enter the link to the desired page and wait for the total.
The downside of the service is its compatibility only with Vkontakte. But thanks to him, you can test the hobbies of even your competitors. Fix the totals with a list, table or screen. With their help, you will find a platform for publication.
Make a list of thematic sites
Now, after collecting the enthusiasm of potential customers, you can begin the selection of resources. For individual interest groups, choose the maximum number of sites. To get started, just remember the platforms that fit a particular group, and write them down. In the course of this work, you will automatically remember more and more sites. This method is fixed in the book “Jedi technology” Dorofeeva Maxim.
If you have exhausted your memory, proceed to research on the Internet. You can ask for advice from qualified partners, conduct surveys of users and marketers. At the next stage sites will appear in the list of platforms, which in most cases will be unnecessary. But among them you can find something worthwhile. At this step, look for platforms in cataloged directories, search results. It is recommended to pay attention to resources that refer to opponents. To do this, use SimilarWeb. With it, you will learn for free the top five most effective referrals.
Megaindex.com also provides the ability to view the referral list of third-party sites. For free you can see only the top four most requested links. If you change the settings of the collection, you will be able to get a more detailed picture. Repeat the listed steps for each subject you have selected. Such work is required to expand the range of resources. If you manage to collect a dozen sites for each interest, then you will have the opportunity to choose the most suitable options. At this stage, we advise you not to pay attention to the assessment of the portal and its ability to meet your requirements. You will come back to this later. And now you need to find as many relevant platforms as possible. To conveniently record the results of the work done, use the table:
Check all sites from the list to meet your selection criteria.
Now it’s time for the most tedious and delicate work. Selected sites need to analyze and answer the question “Do they suit your desires?”. To make it convenient to work, you can create another table. Fill in the top lines with the selection indicators, and in the first columns enter the portals under study. Sequentially look through each site and immediately get rid of obviously inappropriate. And the rest are postponed for further reflection.
In order not to get confused in the variety of sites, develop a scheme of markers. For example, you can mark portals with low traffic in red, lilac – with weak interest, and green – suitable, but requiring verification. If the portal is in demand among visitors, but does not satisfy any of your requirements, then do not rush to delete it. Maybe he will be useful for future projects.
Review editorial standards, requirements and publication conditions.
Pay attention to these indicators. Usually most portals do not pass this test. For more information, contact administrators or organizations that already have published materials on this site. View editing standards, conditions and requirements for content. When you find a flaw in a website, do not delete it. Too much work has already been done in order to say goodbye to at least one element with a single click. Leave a note on what this portal did not suit you in particular – this will reduce your work in the future.
Among the sites that satisfy all the parameters, leave from 3 to 5 for each thematic group. On them you will publish your content. It is recommended for the first placements to give preference to the portals that implement the moderation of content. Thus, the material will be viewed by an experienced gaze of marketers and twisted to the required level.
- First decide what you are going to post.
- Decide on a list of indicators for assessing portals.
- Find topics of interest to potential customers.
- Create the maximum list of resources.
- Conduct a thorough site analysis.