There are plenty of websites out there happy to share your content for you, but are they worth the effort? Are they actually helping you get your content to a new audience that will be interested in your brand? Or are they taking advantage of all your hard work — and your willingness to give them free content? It’s a subject that got the team fired up, on this week’s Brand Newsroom.

Show Notes

“I was looking for other platforms to share my content with, platforms that wouldn’t waste my time and would add value to both the platform and my own brand, and many of the platforms just weren’t at the level they were claiming — they had audiences with no real size or influence and I was expected to give everything.” — Nic

• Using other platforms to distribute your content can be a great way to get your voice heard, but it has to be the right platform.
• Google has changed their algorithm and they’re looking for high-quality original content. The only way you can “game” Google right now is to get links on another website that link back to you. So these sorts of platforms are proliferating right now.
• Go for the sites where you can build a relationship and have a rapport with them — and their audience.

“What we need to focus on as brands is what other companies will help to improve my reputation or help to improve my profile? So if you’re publishing, you never want to go out to a site that has less authority than you.” — Sarah

• Use tools, like Keyhole, BuzzSumo or SerpStat, to identify key influencers and approach them to publish on their site, or have them publish on yours. Build a relationship with those people and platforms.
• A great place to look is industry associations and not-for-profits. They all need help and they all need high-quality content. See what kind of publications they have and whether it makes sense for you to write for their audience.
• Have a close look at a platform before you publish on there. Are there people you know being published on their site? If so, ring them and ask about their experience.

“If someone contacts you and they want your content, ask how it’s going to support both you and that particular publication they work for.” — Nic

Here are the links you might need

• Here’s that article Nic wrote for Mumbrella.
  

Have you heard the one about…

Recently Sarah and Nic took a close look at how to deal with writer’s block.

And here’s a chat with Rebecca Lieb about the metrics marketers often overlook.

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For more information about the show, visit the Brand Newsroom website, where you can join the Brand Newsroom Community and receive exclusive content and opportunities to meet James, Nic and Sarah.