How to choose external sites for the publication of their articles

25/05/2018

An effective method of promoting trademarks and firms is the placement of content on third-party sites. The main advantage of this method is a lasting effect. If you put just one quality article on a carefully selected site, this will ensure the influx of new customers for several years. Imagine what the result can be expected if the advertisement will not be one and will be shown on several resources.

This article is a detailed instruction for selecting the 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;
types of content on side sites.information

Choose the type of publication that is right for you

Depending on the material that you are going to place, you will need to find a suitable portal for it. The content placed on the side sites is divided into:

Native advertising
In appearance, this material is almost impossible to distinguish from a banal publication on behalf of the editorial board. But it carries in itself an advertising subtext and at the same time is useful and interesting for readers.

Targets for the placement of native advertising:

force a large number of users to pay attention to the brand for a short time;
cause a single, but a general explosion of orders, as well as increase traffic;
tail of single transitions for an extended period;
transform content into viral and, as a result, draw huge attention to the company (both potential customers and uninterested users).
To prepare effective native advertising, it takes a long time. And everything can end in vain, if at least one minor error is allowed. Another drawback is that some media can not skip this material in public access, if it is developed by a freelancer or a marketing service. The content rewritten by the editorial staff may completely fail to meet the goals set, which makes the effectiveness of advertising reduced to zero. For the placement of such articles a fee 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 select for it popular narrow-area sites and sites with a common theme. Among them: Pikabu, Lifhaker, etc.

Company column or blog

It is a regularly updated section dedicated to a specific organization.

Objectives:

rapprochement with users;
increased demand for goods or services;
capture the attention of new potential customers from previously disinterested users, as well as their retention;
if you conduct correct work with negative feedback, you can achieve an increase in the image of the organization;
increase in brand recognition.
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 become a blogger;
who can replace the blogger;
will you wait patiently for the first results, which may not be at all;
will you continue blogging if you do not see the effect soon;
how you will understand that there will be no results, and it’s time to finish the experiment.
Get answers is not possible? Then try other ways of working with related resources. Sometimes organizations maintain a column or blog on the portal with a dedicated section. But it’s more convenient and effective to do this on prepared websites, such as Habrahabra or Sparke.

External content

This section includes everything else – interviews, expert opinions, press releases, etc. Such publications are placed on thematic business websites, marketing resources, attendance of which exceeds several million. The result of such activities is the increase and preservation of the image of the company, the obtaining of the location on the part of the numerous public. An example of external content is the interview presented on Cossa about ICQ with the delegate of the Mail.ru Group or published in Texterra “Guidelines for obtaining leads” from Rusakova Ilya.Choose the type of publication

Determine the requirements for the site

To select an acceptable resource for your material, set the indicators to which you will pay attention. Among such can be:

Technical and functional potential. Not all platforms are designed for blogging or presentation of special projects. You can design individual tools for certain companies, but this will require a lot to pay. Therefore, immediately select a site, the functional of which corresponds to your requirements.

Interest of users. The site has few comments, reposts and transitions? Wait for the same for your publications. To find out this information, look through several pages and pay attention to the comments and the number of people who have shared it. And ask about the transfer information from the administrator.

Price. The scope of the organization determines the amount of funds allocated for advertising. A stationery with an income of 60,000 per month will not master the publication for 200,000 on Medusa. Depending on the budget, choose the site of the appropriate price segment.

Popularity. Data on site traffic can be provided by the editor. Also, you can view the statistics yourself using similarweb. For reliable evaluation of the characteristic, it is necessary to take into account:

the number of visitors – this will indicate the scale of the audience;
Demographics of visitors – pay attention to the gender, age and location of potential customers and correlate these data with their requirements;
how much the average user remains on the platform – this will determine the size of the material you publish;
percentage of mobile users – whether it will be necessary to customize the content for mobile devices.

Readers’ mood. How people relate to this or that kind of content will help understand feedback and repost. But not always the negative nature of the comments indicates a negative mood. A comprehensive analysis of the case will give an answer whether the critic is justified or the users got excited.

Kindness to advertising. The bulk of users express 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 suitable.

Find topics that interest your target audience

If the public’s requests are met with the relevant material, then this platform will be regularly visited. Before posting content, make sure that it will be useful and will interest potential customers. For example, the scope of your activities – courses in hairdressing. The main part of the audience for you are women who want to receive work at home. In order for your publications to bring the expected effect, take the trouble to find topics that are relevant to this category of users. And then find the satisfying platforms.

Of course, you will have to consider whether your subject is compatible with the areas of interest of visitors. Agree, the design of apartments will be difficult to move on the site about poetry. And if you try the online furniture store, then maybe something will come of it. To find suitable topics for a particular audience, there are several methods. For this:

Look at the user interest sheets. Use Google Analytics or Yandex.Metrics.

To do this, in Google Analytics, click Reports, then Audience, after Interests and Overview. And in Yandex.Metrics use the steps: Reports, then Standard reports, select Visitors and click Long term interests.

Learn from existing users about their hobbies and favorite venues. 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 where you do not have a personal portal, ask such a question, for example, on the site of a competing company.

Analyze the hobbies of existing users using parsers. Such a service is offered by Facebook, Classmates, Instagram. For Vkontakte created “Cerebro Target”. Using the option “Analysis of Interests” you can find out a list of hobbies among users of a certain group. To do this, enter a link to the desired page and wait for the total. The downside of the service is its compatibility with Vkontakte only. But thanks to him you can test the hobbies of even your competitors. Complete the data with a list, table or screens. With their help, you will find a platform for publishing.

Make a list of thematic areas

Now, after collecting the hobbies of potential customers, you can begin to select resources. For individual interest groups, choose the maximum number of sites. To begin with, just remember the platforms that fit the specific group, and write them down. In the course of this work, you will automatically recall more and more sites. This method is fixed in the book “Jedi techniques” Dorofeev Maxim. If you have exhausted your memory, start researching on the Internet. You can ask for advice from qualified partners, conduct surveys of users and marketers. At the next stage in the list of platforms will appear sites, 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 output.

It is recommended that you pay attention to resources that refer to opponents. To do this, use SimilarWeb. With its help you will find out for free the five most effective referrals. Megaindex.com also provides an opportunity to view the referral list of third-party sites. Free you can see only the four most requested links. If you change the settings of the collection, you will be able to get a more detailed picture. For each query subject you choose, repeat the steps listed. Such work is required to expand the range of resources. If you get 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 evaluation of the portal and its ability to satisfy your requirements. You will return to this later. And now it is necessary to find as many current platforms as possible. To conveniently register the results of the work done, use the table:

 Check all the sites from the list to match your selection criteria

Now it’s time for the most tedious and delicate work. Selected sites need to be analyzed and answered the question “do they satisfy your desires?”. To make it convenient to work, you can create another table. Fill in the top rows with the selection indicators, and in the first columns, enter the explored portals. Sequentially review each site and immediately get rid of the obviously unsuitable. And the rest are postponed for further reflection. In order not to get confused in the variety of areas, develop a scheme of markers. For example, you can mark with red color portals with low traffic, lilac – with a weak interest, 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 it will come in handy for future projects.Analyze

Review editorial standards, requirements and publication conditions

Pay attention to these indicators. Usually most portals do not pass this test. For detailed information, contact administrators or organizations that already have published material on the site. Review the editing standards, terms and requirements for content. When you find a defect in a site, do not delete it. Too much work has already been done in order to say goodbye to one element irrevocably in one click. Leave a note about what exactly this portal did not suit you for – this will shorten your work in the future.  Among sites that satisfy all parameters, leave 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 are moderating the content. Thus, the material will be viewed by the experienced eyes of marketers and screwed up to the required level.

Let’s summarize:
First of all decide what you are going to post.
Determine the list of indicators for assessing portals.
Find topics that interest potential customers.
Create the maximum list of resources.
Carry out a thorough analysis of the sites.

The author of the article: rSEO
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