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How to distribute content on Quora and key metrics you should monitor

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How to distribute content on Quora and key metrics you should monitor

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. 

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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. 

 

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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. 

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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:  

  • Videos
  • Social media posts
  • Infographics
  • 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.

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Or you can click on continue with Facebook or Google which pops up when you want to sign up.  

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Choose topics relevant to your business  

After signing up, you’re to choose a minimum of 5 topics of interest.

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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.

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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.  

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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.  

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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.  

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You will notice that some questions have more following  than others when you click on each of them.

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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.  

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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.  

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The screenshot below is how Sramana Mitra distributes her blog post in one of the answers she provided on Quora.  

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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.

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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.  

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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.

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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:  

Upvotes

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.  

Downvote  

Downvotes show that users are not satisfied with your answers. This can affect the ranking of your answers on Quora if it becomes recurring.  

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View  

Here you see the number of users that viewed your answers.
 

Comment

Comments are what users say about your answers. It could be in form of commendation, suggestion, or criticism.  

Share  

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.

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Final Thought  

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

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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.  


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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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