Have you ever thought of distributing that quality content you created via Quora? I guess you hardly think of it.
What if I tell you that a percentage of 300 million users on Quora may want to consume it.
And what does it take?
Sharing your content after answering questions that bother Quora users in your niche.
Does this interest you?
If yes, then you have to stay tuned because I’ll show you how to distribute content on Quora and the key metrics you should monitor.
What is content distribution?
Content distribution is the process of promoting your content to a target audience who you want to attract and retain.
Content distribution is of three 3 classes:
Paid content distribution
Here you pay for a target audience to view your content. It could be in a form of pay per click advert on a marketing channel.
Earned content distribution
This is when other people distribute your content through guest posts, press coverage, shares, or retweets.
Owned content distribution
This involves distributing your content on platforms you have accounts. An example is social media platforms which Quora is part of.
According to a survey by Databox, social media is the second most important channel used to distribute content.
What is Quora?
Quora is a question-and-answer social network where you can ask and answer questions in different niches. It’s a platform where you can gain and share knowledge.
What type of content can you distribute on Quora?
There is no form of content that you can’t distribute on Quora. It depends on how you package it. However, the following are common types of content you can distribute on this Q&A platform:
- Social media posts
- Blog posts
- Downloadable E-books
- Podcasts and white papers
How to distribute content on Quora
Now that you know the forms of content you can distribute on Quora, let’s dive into how it works.
Create an account on Quora
Creating an account on Quora is simple. You can use your email address and a password to create one.
Or you can click on continue with Facebook or Google which pops up when you want to sign up.
Choose topics relevant to your business
After signing up, you’re to choose a minimum of 5 topics of interest.
Bear in mind that your goal is to distribute your content. Hence the need to choose topics relevant to your business and the interests of users in your industry.
Set up your bio
You will see the option to add your profile picture. If you’re an individual, a personal photo will be fine while a logo will be a good fit if you’re a business.
Your profile credentials come next.
Here you describe yourself or your business in a way that makes you an authority in such a niche.
This is for your target audience to trust the answers you give and most importantly, the content you distribute on Quora.
People want to see you as an authority who can help them solve their problems.
That’s the only way they can trust the content you share with them.
You’ve a maximum of 60 characters to put up a credential that can impress your target audience. So make it short and catchy.
Distributing content on Quora
The first step to distributing content on Quora is to find questions that matter to your audience and answer them.
How do you find questions that are in your space?
Click on the answer icon on your Quora account and you see questions related to your interest. The audience to who you want to distribute your content to are the ones that ask these questions.
You can use the Answer Draft feature to save questions you want to answer later so that you don’t forget. You may see some users following a question. This means that once you provide an answer, they get a notification for it.
Another method to find questions to answer is via the use of relevant keywords. Bear in mind that your goal is to distribute your content. On the search bar, enter keywords that relate to the content you want to distribute.
For example, If I have a blog post on ” How to start an online business” I can search for ” How to start an online business”
A list of questions that Quora users ask about such keyword will display.
You will notice that some questions have more following than others when you click on each of them.
Generally, questions with many following tend to have more answers as you can see on the screenshot above.
It can mean that a lot of users can see your answers.
What I do in this case is to check for the number of answers for questions with much following. If they’re few, let’s say under 10, I smile knowing that users who follow such questions can see my answer.
But if they are more than 50, I ask myself if someone can dig deep into reading the 50th answer.
Although some users may be searching for answers to such questions without following, it is better to place your answer where it can be easily seen.
Answering questions on Quora
This is where the content distribution happens. Quora allows you to add links, images, and videos to your answers. But it has to offer value to your target audience and you must follow the rules. Your answers should be useful, clear, and succinct.
Generally, long-form answers on Quora tend to show that you have deep knowledge of the subject matter. And it could be enough reason for users to check out and consume the content you distribute while answering the questions.
The structure of your answers should matter to you. See it as if you’re creating a blog post on WordPress or you are creating a document on Microsoft Word or Google Doc.
Use H2 and H3 tags, bullet points, and punctuations where necessary. Plus avoid spelling or grammatical errors. Alternatively, you can try Jasper AI writing assistant which has advanced templates for answering Quora questions.
Distribution of blog posts, downloadable e-books, case studies, white papers, social media posts, podcasts
You can distribute these contents while answering questions on Quora. All it takes is to identify where you think they will add value to your target audience.
Then add the link to any of them in your answer. Some links can be ugly mere looking at them and it is important you make them look attractive. The ideal thing is to add them to an anchor text.
The screenshot below is how Sramana Mitra distributes her blog post in one of the answers she provided on Quora.
Distribution of infographic
Infographic is a visual representation of information. You can distribute it on Quora by inserting them in your answers for illustration purposes.
According to crazy egg, answers on Quora with relevant visuals entice users to click on them.
Distribution of videos
Video consumption is on the increase and Youtube is the second most popular search engine.
You can create your videos with Clipchamp, upload them on YouTube and distribute them on Quora.
If you’ve a YouTube video that can support the answer you provide on Quora, add it.
Copy the link to the YouTube video and paste it into your answer.
The link will instantly turn into a video that your audience can watch.
I used a YouTube video of Neil Patel for illustration in the screenshot below.
Simple rules to keep while using Quora to distribute your content
- Provide valuable answers to questions in your space
- Avoid plastering your answers with links
- Do not link directly to products or services
- Avoid the use of affiliate links
- Focus on providing value and be consistent
Key metrics you should monitor
The success of your content distribution on Quora will show on the metrics. The aim is for you to know if your target audience engages and consumes your content.
You should monitor the following:
Users upvote your answer to appreciate it and the content you put up on Quora. It’s a ranking factor on Quora that can move your answer up for more users to see it.
Downvotes show that users are not satisfied with your answers. This can affect the ranking of your answers on Quora if it becomes recurring.
Here you see the number of users that viewed your answers.
Comments are what users say about your answers. It could be in form of commendation, suggestion, or criticism.
This happens when users think that you offered value and want other people to know about your answers.
It means that users on other platforms like Facebook, Twitter, LinkedIn, etc., can see your content when they click on the link.
You have an analytics dashboard on Quora where you can monitor these stats.
Content is like food while its distribution is like serving it to hungry people. Let’s recall the steps again:
Create an account on Quora
Choose relevant topics to your business
Set up your bio
Identify questions to answer
Distribute your content by linking to or sharing them in your answers
Keep the simple rules on Quora
Monitor key metrics
The interesting thing is you don’t pay to distribute content on Quora. You distribute your content and at the same time grow your audience and brand.
That’s like using a stone to kill two birds.
The Biggest Ad Fraud Cases and What We Can Learn From Them
Ad fraud is showing no signs of slowing down. In fact, the latest data indicates that it will cost businesses a colossal €120 billion by 2023. But even more worrying is that fraudsters’ tactics are becoming so sophisticated that even big-name companies such as Uber, Procter & Gamble, and Verizon have been victims of ad fraud in recent years.
So what does this mean for the rest of the industry? The answer is simple: every ad company, no matter their size or budget is just as at risk as the big guns – if not more.
In this article, I summarize some of the biggest and most shocking cases of ad fraud we’ve witnessed over recent years and notably, what vital lessons marketers and advertisers can learn from them to avoid wasting their own budgets.
The biggest ad fraud cases in recent years
Let’s take a look at some of the most high-profile and harmful ad fraud cases of recent years that have impacted some of the most well-known brands around the world.
Methbot: $5 million a day lost through fake video views
In 2016, Aleksandr Zhukov, the self-proclaimed “King of Fraud”, and his group of fraudsters were discovered to have been making between $3 and $5 million a day by executing fake clicks on video advertisements.
Oft-cited as the biggest digital ad fraud operation ever uncovered, “Methbot” was a sophisticated botnet scheme that involved defrauding brands by enabling countless bots to watch 300 million video ads per day on over 6000 spoofed websites.
Due to the relatively high cost-per-mille (CPM) for video ads, Aleksandr and his group were able to steal millions of dollars a day by targeting high-value marketplaces. Some of the victims of the Methbot fraud ring include The New York Times, The New York Post, Comcast, and Nestle.
In late 2021, Aleksandr Zhukov was sentenced to 10 years in prison and ordered to pay over $3.8 million in restitution.
Uber: $100 million wasted in ad spend
In another high-profile case, transportation giant Uber filed a lawsuit against five ad networks in 2019 – Fetch, BidMotion, Taptica, YouAppi, and AdAction Interactive – and won.
Uber claimed that its ads were not converting, and ultimately discovered that roughly two-thirds of its ad budget ($100 million) wasn’t needed. This was on account of ad retargeting companies that were abusing the system by creating fraudulent traffic.
The extent of the ad fraud was discovered when the company cut $100 million in ad spend and saw no change in the number of rider app installs.
In 2020, Uber also won another lawsuit against Phunware Inc. when they discovered that the majority of Uber app installations that the company claimed to have delivered were produced by the act of click flooding.
Criteo: Claims sues competitor for allegedly running a damaging counterfeit click fraud scheme
In 2016, Criteo, a retargeting and display advertising network, claimed that competitor Steelhouse (now known as MNTM) ran a click fraud scheme against Criteo in a bid to damage the company’s reputation and to fraudulently take credit for user visits to retailers’ web pages.
Criteo filed a lawsuit claiming that due to Steelhouse’s alleged actions — the use of bots and other automated methods to generate fake clicks on shoe retailer TOMS’ ads — Criteo ultimately lost TOMS as a client. Criteo has accused Steelhouse of carrying out this type of ad fraud in a bid to prove that Steelhouse provided a more effective service than its own.
Twitter: Elon Musk claims that the platform hosts a high number of inauthentic accounts
In one of the biggest and most tangled tech deals in recent history, the Elon Musk and Twitter saga doesn’t end with Twitter taking Musk to court for backing out of an agreement to buy the social media giant for $44 billion.
In yet another twist, Musk has also claimed that Twitter hid the real number of bots and fake accounts on its platform. He has also accused the company of fraud by alleging that these accounts make up around 10% of Twitter’s daily active users who see ads, essentially meaning that 65 million of Twitter’s 229 million daily active users are not seeing them at all.
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6 Lessons marketers can learn from these high-profile ad fraud cases
All of these cases demonstrate that ad fraud is a pervasive and ubiquitous practice that has incredibly damaging and long-lasting effects on even the most well-known brands around the world.
The bottom line is this: Marketers and advertisers can no longer afford to ignore ad fraud if they’re serious about reaching their goals and objectives. Here are some of the most important lessons and takeaways from these high-profile cases.
- No one is safe from ad fraud
Everyone — from small businesses to large corporations like Uber — is affected by ad fraud. Plus, fraudsters have no qualms over location: no matter where in the world you operate, you are susceptible to the consequences of ad fraud.
- Ad fraud is incredibly hard to detect using manual methods
Fraudsters use a huge variety of sneaky techniques and channels to scam and defraud advertisers, which means ad fraud is incredibly difficult to detect manually. This is especially true if organizations don’t have the right suggestions and individuals dedicated to tracking and monitoring the presence of ad fraud.
Even worse, when organizations do have teams in place monitoring ad fraud, they are rarely experts, and cannot properly pore through the sheer amount of data that each campaign produces to accurately pinpoint it.
- Ad fraud wastes your budget, distorts your data, and prevents you from reaching your goals
Ad fraud drains your budget significantly, which is a huge burden for any company. However, there are also other ways it impacts your ability to deliver results.
For example, fake clicks and click bots lead to skewed analytics, which means that when you assess advertising channels and campaigns based on the traffic and engagement they receive, you’re actually relying on flawed data to make future strategic decisions.
Finally – and as a result of stolen budgets and a reliance on flawed data – your ability to reach your goals is highly compromised.
- You’re likely being affected by ad fraud already, even if you don’t know it yet
As seen in many of these cases, massive amounts of damage were caused because the brands weren’t aware that they were being targeted by fraudsters. Plus, due to the lack of awareness surrounding ad fraud in general, it’s highly likely that you’re being affected by ad fraud already.
- You have options to fight the effects of ad fraud
Luckily, as demonstrated by these cases, there are some options available to counteract the impact and losses caused by ad fraud, such as requesting a refund or even making a case to sue. In such cases, ad fraud detection solutions are extremely useful to uncover ad fraud and gather evidence.
- But the best option is to prevent ad fraud from the get-go
The best ad fraud protection is ad fraud prevention. The only surefire way to stop fraudsters from employing sophisticated fraud schemes and attacking your campaigns is by implementing equally sophisticated solutions. Anti-ad fraud software solutions that use machine learning and artificial intelligence help you keep fraud at bay, enabling you to focus on what matters: optimizing your campaigns and hitting your goals.
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