Content Writing - it should be for the main corporate site, blog or for social media?

[Sequelmed]

Hi There,

I have my main site : example.com

and

a related blog https://blog.example.com/

My management does not believe frequent content posting on the example.com

My Queries

1- Will it help boost ranking of **example.com **if we share frequent content on our blog https://blog.example.com/? How much impact it has?

2- Every body says content is the king, Ok fine, but when you are not allowed to share it on the main corporate site, then where to share it? Blog and social media sites? please help.

3- We are in a business where clients do not bother to go on sites and read, so in this scenario is it correct to say that you hav to create the content for search engine consumption even when your clients dont need it/or have not in the habit of reading it?

Hope somebody will enligten me caught in catch 22.

Regards

Tanveer

[Nayotanguyen]

I will share about my case and how my business do.

1. We have two site that is http://litextension.com/ and http://blog.litextension.com/

In each site, we set up many paths to other site. We create site blog after main site a long time. However, we focus on content on site blog, almost indexes of http://blog.litextension.com/ are higher than http://litextension.com/ . Then, we add a lot of dofollow link on site blog, which leads to the main site. They are support together.

2. We creates many satellite sites to drive traffic to main site and blog site. Of course, we use social media site maximum.

[Sequelmed]

Hi Patrick and Kane thanks for your insights, got some lead to work forward. Thanks again

[KaneJamison]

Posting new content to blog.corporate.com is still better than publishing nothing at all. For SEO it won't help www.corporate.com as much as www.corporate.com/blog/ would help, but SEO is not the #1 goal of every content program.

You can still get tons of value from driving qualified traffic to blog.corporate.com using tactics like Facebook Ads and other paid social media, and that blog can still rank in search results and eventually drive prospects back to www.corporate.com. As Patrick mentioned, creating links in blog posts that point back to key pages on www.corporate.com will help on the SEO consideration.

So to answer your questions:

1 - Will it help boost ranking of example.com if we share frequent content on our blog https://blog.example.com/? How much impact it has?

Yes, but good internal linking will be help. It has less impact than if you were to get that content onto www.example.com/blog/.

2- Everybody says content is the king, Ok fine, but when you are not allowed to share it on the main corporate site, then where to share it? Blog and social media sites? please help.

Subdomain is next best option if a subfolder on the main site is not an option. So, post content on blog.corporate.com - and then share that link on social media.

3- We are in a business where clients do not bother to go on sites and read, so in this scenario is it correct to say that you hav to create the content for search engine consumption even when your clients dont need it/or have not in the habit of reading it?

In most 'boring' industries there are still decent ways to get users on to the website reading your content, you just have to be more creative. Here's a few posts with ideas and examples:

• https://moz.com/blog/how-to-create-content-for-boring-industries
• https://moz.com/webinars/content-marketing-in-boring-industries
• https://moz.com/blog/the-guide-to-developing-a-content-strategy-for-boring-industries

[PatrickDelehanty]

Hi there

To answer your first question, yes. Posting content to your website and on your blog will definitely help boost rankings and visibility for your main site, especially with relevant topics, distribution, and internal linking. Here are some ideas...

• Do some research

• What information is missing in your industry?

• What are users actively searching for?

• Where are they currently participating in conversation?

• What language do they use in search and those discussions?

• How do they digest their content?

• Here's a quick resource on content gap analysis from Edge Multimedia

• Take advantage of great tools like Open Site Explorer and SEMRush to get a handle on your competition and what's working / not working for them

• Build out content on the site based on your research

• Mind your obvious onsite SEO fundamentals (titles / meta descriptions / schema / content length and language / etc.) (resource)

• Lay your site architecture out in an easy to use / understand fashion (Information Architecture for SEO)

• Repurpose content through video / images / guides / e-books / how-tos / etc

• Take advantage of internal site search functionality

• What are users searching for on your site?

• Distribute that content through social platforms / industry blogs / email marketing

• You can try social paid advertising (based on target audience)

• Facebook

• Twitter

• Pinterest

• LinkedIn

• Also look into posting on Linked with a tagged URL giving credit to the original post on site

• Reddit

• Stumbleupon

• BuzzFeed

• You can also try sevices like Outbrain or Taboola. Lastly, check out this post from Curata - HUGE list of opportunities.

• Participate in the discussions that are happening in your industry

• Social

• You could take advantage of features like Twitter's Advanced Search and start fielding questions

• News sites

• Industry forums

• Q&As

Where you share content will heavily depend on your audience and where they are. If you're a medical business and sharing content through hair styling mediums, you're not going to have much luck. Know your audience, know what they want, write the content, and distribute/share properly. Get involved!

I'm also interested that your audience doesn't go on sites and read content - is that true? Do you have proof of it? Could it be that you're not distributing your content in the right area? I'd look at your referral traffic and social traffic and see where your pitfalls are in analytics. Are they taking the next logical step in your content? Are they taking actions you want them to take? Are they bouncing off your site? If you can answer those, you can start to see what you need to improve on!

But never give up on getting people to your site - it's your brand and your internet home - make it inviting and provide incentive for users to engage and act on content!

Hope this helps! Good luck!