Balancing Your Content Marketing Plan Both On and Off-Site

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On-site and off-site content marketing can help with both an effective overall content strategy and developing an effective SEO campaign. The two components are very useful elements that complete the content marketing plan. The biggest challenge for many businesses is when they’re operating on limited resources and limited budgets. So, what is the best way to allocate sufficient resources to best utilize the two?

On-site content

On-site content is a term used to refer to all of the items that are on your website, such as webpage content, blog posts and downloadable resources such as e-books or whitepapers. Effective use of on-site content is maximized by implementing these points:

- Conversions: For you to succeed with off-site content, you must have an effective on-site conversion strategy. Any business needs quality on-site content to convert the traffic that comes into their website to make purchases or fill out lead generation forms.

- Authority and retention: Emphasizing quality on-site content will help you to develop your brand and become an authority in your own space.

- Anchor points: If you decide to use off-site content as a platform to link to your website, you need to have strong pieces of content on your site to serve as your anchor points.

Off-site content

Off-site content is that which is published on external websites, under your own brand. A good off-site content strategy can lead to these ends:

- Links: You can publish your content in different external publications with links to your site, which helps to build your brand authority, boost search visibility and increase referral traffic. I previously touched on the usefulness of backlinks here.

- Amplification: It doesn’t matter how good your on-site content is if nobody is aware it exists. Off-site content will give you a good jumpstart since it allows you to piggyback on different publishers’ audiences before making your own name.

- Reputation: When it comes to building your brand, off-site content is a powerful way to start establishing your reputation in your journey to becoming an influencer in the future. You’ll need to build a strong network and make connections with a number of leading publishers in your niche, which in turn will help you to connect with a larger audience.

Jason DeMers with AudienceBloom wrote a great piece on balancing on and off site content on Forbes.

At ASTRALCOM, we can help you to create effective on-site and off-site marketing content to boost traffic to your website and to increase conversions. We would love to hear from you, send us your thoughts through our contact page today!


Richard Bergér is the VP of E-Business for ASTRALCOM, an integrated media services company located near Los Angeles, California. Richard draws on his military and psychology backgrounds to create pervasive content strategies, motivating conversion tactics and targeted audience acquisition for clients. Connect with Richard via his Google+ profile.





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