Most online businesses publish content in two places – their website and their blog – it’s a standard online marketing strategy. You will often see references to publishing content in article directories, Facebook, HubSpot, Squidoo and perhaps even on other blogs as a guest author. As your business grows, there are more opportunities to publish content – on site rather than off site, and by doing so, you deliver a more professional appearance to visitors.
Ironically, today’s post is based on an article in HubSpot’s blog that looks at this very issue. Content doesn’t need to be published in the same repository all the time. In fact, you are not restricted to installing one copy of WordPress on your site – you can install as many as you require. You can also install different content managers into the one site, for example Drupal, WordPress and Joomla can live happily side-by-side. It is generally more advisable to stick to the one content manager, it does make like a little easier. This does take a little extra work, particularly when it comes to navigation. It does, however, provide several different feeds to your main website and may encourage visitors to stay a little longer. So what sort of content could you publish beyond your blog? Corey Eridon on HubSpot suggests the following:
- News Room – create a separate newsroom where you can publish any newsy items related to your business, products or services. You are not restricted to your own business either, you can publish news items related to your niche, for example, about to be released products or recalls.
- Resource Center – this is an area that can be set aside for training material, and much longer and in-depth articles that may not be suitable for blogs.
- Product and Service Data Center – an area where you can publish technical data related to products.
- Product Details – the perfect place to provide in-depth and unique product descriptions. Summaries of this data can then be used in other areas of your website (including your blog).
- Learning Center – this has a variety of uses including demonstrating how to use a product, how to repair or maintain a product through to an interactive learning center related to a service you provide.
- Multimedia Content Library – if you have a lot of podcasts, webcasts, and/or videos then a dedicated library will make it easier for your visitors to find what they are looking for.
- Reviews and Testimonials – this is ideal if you get a lot of feedback from customers. You can also summarize the latest review or testimonial as a feed to other areas of your website, particularly your home page.
By publishing this type of content separately to your blog, you may find that you are running low on ideas. You shouldn’t. You may publish a lengthy news item in the news room, but that doesn’t prevent you from then publishing a summary on your blog that then points to the longer version – just don’t cut and paste chunks from the news article into your blog, make sure each article is as unique as possible.
By separating content and giving them separate homes, your website’s overall appearance will look more professional, you will be are able to customize each repository (header graphics, layout and navigation), and control which content is automatically sent around the web through feeds.