How can I publish articles on other websites?

Content is one of the best ways to go about marketing your business online. This is because the distribution of articles leads to acquisitions and growth. In this article, we're letting you in on the strategic content marketing techniques, which includes the two primary ways of getting your work published on other websites.

The three main content strategies are:

• Owned content marketing: This refers to all of the content you publish on your website and channels.
• Branded content: Content you create to promote your brand in the form of paid and sponsored posts, usually via influencers.
• Advertorials: Also referred to as native advertising or digital PR, this is the primary means of publishing your content through a third-party website in a covert way. This form of content marketing is, therefore, the focus of this article.

Publishing your articles on external websites

This started as republishing articles on other websites, but with SEO gatekeepers (and specifically Google) deeming duplicate content as bad practice and penalising you for it, this technique had to change. Today, content is reworked with not more than 20% of the same content picked up by plagiarism checkers. The search engines rank content, with unique content being favourable. This, along with useful and relevant links, creates a much better strategy to get recognised by search engines.

The trend then moved to guest blogging, which needs to be original, include quality citations, be lengthy, have visuals and refrain from being overly self-promotional. This is a technique that still works today, though the benefit lies in the quality of the website you are creating the blog post for. As content continues to evolve and guest blogging gets lost among niche audiences, the time and effort required to produce these may not be worthwhile for business.

The gap in the market is what businesses are now reaching for - the digital PR based content or native advertising for high-quality publications. There are various websites where you can publish your content. The goal of this is to increase your visibility and reach new audiences.

Where to publish your digital PR

• Blogging platforms: Medium, for example, which is a mainstream hub for sharing blog posts.
• Forums: Quora is a popular Q&A website where you can research your audience and share solutions with them (plus links).
• Social media: LinkedIn articles, for instance, allows you to syndicate articles on personal profiles. Users can build a subscriber base with this, who are altered when you publish new posts.
• Repurposing sites: You can rework your articles and highlight key points in presentations to share on sites like SlideShare. A business can also aim to share their articles on sites by being featured in their RSS feeds.
• Google News: For increased traffic, all writers who produce timely, topical and newsworthy content can feature on Google News, which bringings in significant traffic. This requires keyword usage, writing in the active voice and ethical journalism standards.
• Other websites: Consider industry-related and community-based publications. Also, sites such as Github, iSnare, Buzzfeed and Wattpad are all worthy of exploring.

Working with an agency for your Digital PR

While each of these is possible, we recommend working with professionals who can create high-quality content on your business's behalf. This is because advertorials can be highly effective. However, they need to be crafted in a way that does not come off as sneaky to the reader (trying to push an agenda or masquerading as advertising).

With quality content, you can have your articles shared on other prominent websites, such as newswires or independent, high quality and specialist websites.  It is therefore important for your business to supplement its content marketing of evergreen SEO based articles on your website with more newsworthy content that can be shared elsewhere.

When working with an agency, they will have relationships with media personnel who can share your content on their site. Many sites also accept submissions, with specific guidelines and fees that an agency will handle on your behalf. They will do the work of finding appropriate publications for you, pitching to the editors and meeting the submission guidelines and then preparing the content and optimising it.  Nexa, for example, has direct access to over 15,000 publishers across the world that welcome guest articles from reputable companies.

Optimising the content goes beyond SEO best practices. It includes being well versed on the kind of HTML tags to have with links, which will help search engines in ranking the content. For instance, your article shared on a prominent website may rank higher than a similar one produced on your blog. This is since content takes longer to generate returns, partially since search engines index the content you create over time.

The benefits of native advertising content marketing

• Reach new, broader audiences
• Increasing your brand's credibility
• Develop link building to your site for improved SEO
• Increase your visibility
• Allow your content to be repurposed
• Increase your marketing efforts
• Increase your website traffic

Advertorial article tips

• The goal of the content, which should be to provide value above all else
• Writing for the audience
• The optimal length of the article
• What you can leverage from the publication
• Refrain from bias
• Consider the tone
• The consistency of your output - having a consistent flow of articles produced and shared in various ways daily
• The long term approach - content marketing takes time to show results as

There is no question that content marketing continues to be an essential method for marketers to use. With a fully-fledged strategy in place, which includes the use of advertorial articles being published on other websites, your business will be on its way to growth and increased success with an often overlooked goldmine - digital PR.

Work with agency experts

We at Nexa have a team of specialists in content creation and SEO. Chat with us to discuss your content needs. Take your business to the next level with the best that content marketing can provide you with.