Quora is a great platform for marketers, for a multitude of reasons, including for getting more traffic to your content, for improving your content marketing strategy, for boosting your authority, and more.
In this blog post, I want to show you why and how you need to add Quora to your content marketing strategy.
There is a multitude of ways that you can use Quora to improve your content marketing success, and there are even more benefits:
- Get more traffic: First off, it is a great platform for driving traffic to your blog, or any other pieces of content you have posted online.
- More high quality traffic: One of the things I have discovered with Quora is that, while it is not as big a traffic-driver as Facebook and Twitter (at the moment!), it does tend to drive more quality traffic – meaning, traffic that takes action, and spends more than a few seconds on my website. Quora, in my case, has one of the lowest bounce rates, as well as one of the highest conversion rates of all my traffic sources
- Boost your authority: Quora is a great platform for sharing and demonstrating your knowledge. It can be instrumental in boosting your authority in your niche and help you get social influencer status.
- Learn more about your audience: One of the reasons Quora has survived for longer than other similar platforms, and is still so successful is, it that it is used by real people looking for real answers. This can help you learn a lot about your audience – what they need help with, how they search for answers online, what questions they have, and so on.
Here are some of the ways that you can use Quora as part of your content marketing strategy:
Write Better-Targeted Content
As I mentioned before, Quora is a great place to learn more about your target audience, and what questions they have.
Additionally, it is a great platform for content research. All you have to do is use the search bar to enter your keywords and find relevant questions, as well as topics that you can follow for a consistent stream of new questions:
It will help you understand more about your target audience, what types of questions they have, and what content would provide them with value.
Quora can also be used for keyword research – or rather, to help you understand even better how people search for things online. The more you use Quora, the more you will notice how people use the platform in a very natural way, both with questions and with answers: the terms they use, the way they formulate questions and answers, and so on.
Use Quora to Drive Quality Traffic to Your Blog
If you have a blog, it is worth using Quora to help promote your blog and drive traffic to it. How? The short answer: find relevant questions and answer them.
The long answer:
- Find relevant questions using the search bar, as well as the topics you follow.
- Check to see whether a question is worth responding to. Scroll down to see the question stats, and check to see if there are too many answers already (which means yours will likely get lost). Check to see if it hasn’t been answered in a long time and whether it has enough views or followers. Ideally, if you are going to answer older questions, only pick those that have lots of people following the question. However, if you do find a very recent question, jump on it, even though it doesn’t have any followers yet. This way, you will be among the first to answer, and if your answer is good enough, you will get the upvotes needed for your answer to appear first in the questions’ feed. This one, for example, is a great question to answer – it has just been asked, and it has no answers:
- Answer the question! When you are answering a question on Quora, the most important thing that you need to remember is that you need to actually answer the question – no fluff, no beating around the bush. Be honest and try to answer the question to the best of your ability; after all, that is the whole purpose of Quora. And, the reason it is still popular today is that people actually make the effort to give their best, most informed answers, no matter what the subject is. If you can include some screenshots to illustrate your point, all the better.
- Your answers’ tone: Quora is pretty informal, so when you answer the question, don’t write it as you would a blog post, for example. Address the person who asked the question, and write the answer in a natural, friendly way.
- Structuring your answers: Make your answers as easy to read as possible. Use headlines, use bullet-points, break up your answer with relevant imagery, and so on – you want people to be able to read your answer quickly and comfortably, or to skim it if that is their intention
- Place your link: In order to drive traffic, you will need to add the link you want to promote to your answer. The best way to go is to be as transparent as possible – simply mention that by reading this article, viewing this video, etc., they can get more answers, or a better-detailed answer and then link to your post. So long as the links you provide offer some extra value, it is ok to add a link – however, make sure to use different links and not be too aggressive, or you might get your account suspended.
Follow this advice and create a Quora schedule to stick to: whether 1 answer a day, 3 a week or 3 a day, every answer counts.
Drive Traffic with Quora Ads
Another way to drive traffic with Quora is to use their advertising program. It is a great alternative, particularly if you find yourself disillusioned with other social media ads.
In a recent test conducted by the Social Media Lab, they wanted to see whether they would get more conversions when they linked the Quora ad to a blog post, versus a landing page.
The results showed that linking to a landing page can get you more lead conversions (a 6.87% conversion rate, to be specific). However, the ads linking to blog posts got more impressive results (double) with clicks and traffic – over 109k impressions and 68% of all clicks (959), as well as a 1.98% conversion rate (19 free trials were procured).
Quora is currently an underutilized content marketing tool; although plenty of people are using it to drive traffic and boost awareness of their name, there are more ways in which Quora can be of massive help: for keyword research, for getting targeted content ideas, and for driving more conversions.
Are you using Quora as part of your content marketing strategy? And if so, how?