Most companies in health tech need to look beyond typical distribution channels to distribute their content. While social media platforms like Facebook or Twitter can be good places to start, depending on your customer, thinking outside the box will give you more ways to reach them.
One of my favorite channels, especially for digital health companies, is Quora, and today, I’m going to share some of my top tips on how to use Quora as a content distribution channel.
You ready? Let’s go!
What is Quora?
Quora is a social site where users can ask questions and answer questions from others in the community. It’s really as simple as that.
You can use your Quora profile and answers to drive traffic to your site, to improve your SEO, and to build your authority in your space.
The site also includes a blog where users can post their own content, and while there is some value to that, the most value is found in answering questions related to your industry. Here’s how to do just that:
1. Create and optimize your profile
Creating your profile is pretty simple, and you may already have an account. If not, go to Quora’s homepage and sign up.
From there, here’s how to optimize your profile:
Write a great headline
Headlines should include first and last name and any titles, like Ph.D or MD. Keep this section short and sweet because Quora will only display the first 50 characters of your headline and profile credentials when you ask and answer questions.
Include profile credentials
This section is a great place to get some SEO value. Use keywords and your company name to make your profile as searchable as possible. Don’t forget to link to your website in this section.
Create a strong “about me” section
This is the section to go into more detail about your professional experience and maybe even about about your personal experience. Aim for about 3 sentences, one about your professional experience, one about your company with a link to your homepage, and one sentence about you personally – something fun and engaging and human.
Add credentials & highlights and topics you knows about
On your profile, to the right of the headline and summary, there are two sections, one to list education and work experience (credentials & highlights) and another to list topics you know about. This is a good place to show off what you know as well as things you’ve done.
2. Publish great content
Answering questions on Quora is one of the best ways to set yourself up as an expert in your industry. Search for topics you know about, and answer questions that are relevant to your subject matter expertise.
Never copy and paste content from your website, other Quora threads, or other sites (unless it’s a brief quote and attributed correctly). Doing this will quickly get you flagged for plagiarism or spammy content. I’m a huge fan of repurposing content, though, so taking content from your blog and rewriting it for Quora is acceptable.
Go for longer, well-written posts over brief comments. These types of posts perform better on Quora and allow you more room to pack your answer with research and facts.
Don’t directly mention your company in your answer or link to the site, unless it’s relevant. Anything that comes across as a sales pitch won’t get far on Quora. If you have a blog post or other content that covers the topic, it’s fine to link to it as long as it doesn’t come across as salesy. Also remember that as long as you mention your company in your headline or credentials, Quora users will see it at the top of every answer.
Keep answers focused and relevant. As much as possible, don’t rabbit trail to other topics. If it helps, create an outline for yourself and stick to it.
Pack answers with facts and statistics. The whole point of Quora is for users to get answers from people who know what they’re talking about. Back up what you say by linking to relevant resources.
Stories are powerful, so use them as much as you can. Keep them brief and concise, but they can be a great way of illustrating your point.
Use keywords responsibly. Don’t jam your answers with keywords just to get the SEO value. Use them, but only when they make sense.
Quora is also a great place to engage one-on-one with your customers. You can ask questions about the problems you are trying to solve or pose questions about your industry to either come back and answer or to learn from the answers of other users.
Create unique Quora blog posts
Quora has a separate area to build a blog…think a mix between Medium and LinkedIn articles. While it doesn’t seem to be as widely used as other sites, the benefit here is that content on Quora is organized by topic. Followers of that topic will see related blog posts in their quora feed. This content organization helps you get in front of new eyes and continue to reach fresh audiences.
Because it is an external platform, however, I always recommend focusing on the your blog first, and then later repurposing that content for Quora.
The reason for this is that when you put content on an external platform, your site doesn’t get the full SEO value and content is subject to changes in the external platform’s algorithm.
Once your site has between 5-10 posts published on its blog, begin repurposing that content to make it work for Quora. Always completely rewrite the content so it doesn’t get flagged by Google or Quora as duplicate content.
Find your sweet spot
As with any distribution channel, you’ll constantly be tweaking your process to achieve the most benefit. The key for most companies is quality and consistency. Distribute good content on Quora and do it consistently for at least a few months until you have a good quantity on the platform and you’ll start to rank for your topics. Keep in mind that Quora isn’t about getting direct sales but about building awareness and thought leadership for your brand.
Have you tried Quora? What has been your experience? Let me know what you’ve learned in the comments!
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WHO IS WHITNEY?
Whitney is a consultant, speaker, and writer on a mission to help life-saving, life-changing technology break through the noise and achieve mass user adoption. Learn more about her here.
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