Content creation is important, but content marketing is more significant. You need to place your content in front of the eyes of your audiences, such that they can read it through a single click. You may be posting your content on your own website or blog, or you can use hosted blog platforms like LinkedIn, Tumblr, Medium etc. As the name suggests, hosted blog platforms are not your network, it’s someone else’s. Through all the content you post on them, you are contributing to their site, thus, you do not need to set up your own website.
For the simplicity sake, let us talk about LinkedIn only, instead of ‘hosted blog platforms’. LinkedIn is the most common platform used by many businesses to post their content. It has a domain authority of 99 because almost every business links their websites to LinkedIn. In the world of competition, where what is easily accessible, is appreciated, it has become of paramount importance to grab people’s attention. Since at your own blog or website, you have a limited group of visitors; those who know you or those who want to know you, you cannot reach to larger audiences. Platforms like LinkedIn provide the best opportunity to showcase your content to wider audiences. A lot of people should be wondering, “Should I use LinkedIn? Or create my own content platform?” We hope that after reading this post, you will have answers to all of your questions.
Benefits of Hosted Blog Platforms
- Easy start: It is very easy to sign up and start posting on these platforms. You need to make your account, by entering your name, email id and password. After an account is created, you can start right away.
- No web development: For many small businesses, which are low on budget, LinkedIn is the best option. These businesses can post their content on it and there is no need to involve web development team.
- Wide network: The most vital benefit of posting on hosted platforms is that your content is accessible to plenty of audiences. You can reach to a lot more people that could not have been possible through your own platform.
- Boosted rankings: As discussed before, LinkedIn has a domain authority of 99, associating with it and posting your contents can boost the ranking ability of your website. You do not need to point many links at them to rank well.
- Grow email list: All the people who are associated with LinkedIn come under your circle of influence. You can connect with them better through subscriptions and emails. Whenever people like your post you are notified, thus you can track your progress in the real world.
Downsides of Hosted Blog Platforms
- When your content does well, it gets lots of attention and it is liked and shared by many people. You think that this will benefit your own website, you will get more visitors and you will become successful, but nothing of these sorts happens. Your content is improving the ranking of hosted platform, and not your website. You may have placed a link there, pointing back to your website, but it is not comparable to the links you get when you place your content at your own website. It might be better to post on your own website and get the half of audiences and links because at least all the benefits will be in your own bucket.
- There’s no ownership or ability to influence the user interface or user experience. You can customize the design of your website according to the taste of your visitors. But at hosted platforms, you have no control over it; you need to adjust according to their theme and design.
- You cannot add call-to-action buttons at the place of your choice; it is all controlled by the platform. Surely, you can place a link at the bottom that redirects to your website, from where people can engage with you, but it is not the same. The ability to impact your sales funnel with your content is severely limited.
- You cannot place a retargeting pixel. When people come to your post, you may want to retarget them. Thus, follow them all around the internet, know their internet activities, but at hosted platforms no such thing is possible.
- Not 100% visibility. With the increasing content over these platforms, people will not be able to see 100% content that they subscribe to, it is about 10%. Facebook averages less than 1%. So you cannot know for certain that your content is visible to your targeted audience.
Code of Conduct
After reading pros and cons of posting on hosted platforms, you must be confused and unable to decide the further plan of action. You can make the best out of these platforms for following objectives-
- Reaching out audiences: These platforms should be used as a medium to reach out audiences. Post your contents on different platforms, maybe once in a month on each platform- LinkedIn, Medium, Google+ etc. Test the potential of each platform, as it is the best way to reach out to audiences and draw them to your own website.
- Building connections: Similar to building connections on facebook or twitter, you can connect to powerful business personalities on the platforms like LinkedIn. Engaging with them and making a good relationship can help your business.
- Increasing the reach of existing content: You do not need to post new content on LinkedIn. It can also be used to amplify the reach of existing content. Trying out different platforms for the same content can make your circle of influence bigger.
- Guest posting: Do not post all of your content on these platforms. Use them for guest post writing. This way, you are reaching to a great number of audiences, and when they visit your website, you will have something fresh to provide them.
- SERP domination: Let us assume, you have some star posts, that top the search engine results page for certain keywords. If you create new contents for similar keywords and post them on these different platforms, then you can have 4-5 positions of your own among the top 10. Atlanta SEO Company relies on this technique to increase the authority over search engine results for a specific keyword.
What not to do
- Do not use these platforms for posting all of your contents. Use them for guest posting only.
- Do not post content on these platforms targeting your ‘value keywords’. You want traffic to drive to your website for those keywords that lead to conversions.
- Do not post your big contents on these platforms, contents those are likely to fetch you a great number of links. You need to make sure that all the pages point back to your website for quality content and not to your post on hosting platform.
Hosting platforms are the best way to connect to a maximum number of audiences, to be visible, but do not make them ‘home’ of your content.
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