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Blogging can sometimes be an exercise in frustration. You spend hours researching and writing a post, hit Publish, and then…crickets. Over 70 million blog posts are published every month. This means that creating quality content isn't the only thing that bloggers need in order to get readers. You are competing with thousands of other blogs. Luckily, there are ways to make sure the right people are seeing your content.
So, what can you do differently?
One of the most effective tactics for enhancing your blog’s visibility is to ensure your content is published on multiple content marketplaces.
Why writers need multiple channels for their published work
Search engines are the titans of the internet. According to 99firms, they provide almost 93% of all website traffic, making SEO the undisputed king in the digital marketing space.
Most writers focus their efforts solely on Google SEO. While it’s true that Google has the biggest market share, it’s not the only platform you should focus on. If you don’t adopt a diversified approach, you’re missing out on opportunities to get your work read by legions of readers – readers that will engage with your content.
As of January 2022, Google had a market share of 85.55% of all the global search engines. Consequently, if your website or content doesn’t show up on Google, it won't get the visibility it needs.
However, there is still almost 15% of the market beyond Google. With over 4.5 billion people using the internet across the world, other search engines can help you reach vast new audiences. This can also help you reach people who shy away from Google because they’re wary of the way it handles personal data.
These people often pick alternate search engines such as DuckDuckGo that offer more security and don’t track user information or share data with third parties. A factor that works in favor of these smaller search engines is that they often target specific audiences. For instance, the search engine Ecosia focuses on internet users who are environmentally friendly, donating 80% of their profits to charities that plant trees. Therefore, if you want to reach a niche audience, using one of these smaller search engines can diversify your reader base.
Three channels to get more readers
Marketers and writers alike often forget the importance of sharing and promoting their content through the right distribution channels. A diversified approach helps get your work to as many people as possible.
The channels you use will largely vary depending on your audience and resources. To avoid becoming over-dependent on a single platform and its algorithms, here are some alternatives to consider:
LexisNexis specializes in providing content to professionals in the risk management, law enforcement, accounting, corporate, and academic markets. Their customers include law firms, banks, insurance companies, and state and local governments.
For example, a lawyer can access court decisions and articles all in one place through LexisNexis products such as Lexis PSL Commercial Law. They can also read up on legal trends to remain updated on their field.
ProQuest is a global information-content and technology company that is widely known for its work with libraries. They provide access to newspapers, ebooks, dissertations, governmental archives, and databases.
ProQuest also provides access to tools for citation management and discovery where users can manage, search, use, and share research.
3. Industry Dive
Industry Dive helps business leaders keep abreast of trends in their fields. They work across a variety of different spaces including IT, retail, transport, banking, supply chain, and education.
Industry Dive produces dozens of online publications for business owners and decision-makers to explore. They have been able to successfully draw in millions of readers (with more than a 40% increase in click-throughs in some cases) to sites such asEducationDive.com, CIODive.com, and HealthcareDive.com.
Newstex success stories
At Newstex, we keep up with trends while helping content creators reach their audiences in new ways. We work with some of the best bloggers in the business. Many of the blogs we syndicate were suggested to us by the bloggers themselves.
Take, for example, Aiden Hunt of Profiles in Legalization – a popular blog about the cannabis industry. Aiden signed up for syndication after he found that many of the websites he read were partnered with Newstex. Content syndication helps him stand out from his competitors--working with Newstex has not only increased his blog’s visibility but it has also allowed him to reach the right audience.
Newstex’s roster of academic and corporate distribution partners allows blogs such as ZMEScience to bolster their audience while using backlinks to grow their organic traffic. Cryptopolitan is another blog that saw increased brand awareness after using Newstex to connect with its desired readers.
Whether your publication is run by an individual or an organization, you should diversify your distribution channels to get more readers.
At Newstex, we are always looking to promote the efforts of talented, authoritative bloggers that have something meaningful to add to the digital space. We syndicate content through an array of distribution partners and databases so that writers with original voices can inform their audiences
For us, your content matters. If you’d like to work with us, contact Newstex today.