While organic marketing relies heavily on content, it doesn’t mean it’s all about blog posts. There are tons of other places for you to publish on, such as these:
Social media (Instagram, Twitter, LinkedIn, TikTok, Pinterest, etc)
Communities and forums (Reddit, Discord, Slack, Quora, etc)
Other people’s websites (e.g., guest posts)
Now, this doesn’t mean you should publish content on all of them.
While these channels make sense and have worked for different companies, it will be almost impossible to do everything in the beginning—especially if you’re just starting out.
So how do you decide which is the right platform to publish your content on?
At Ahrefs, we believe you should begin with one or two channels, and it should be based on your answers to two questions:
Which channels solve your “whys”?
How and where do your customers consume information online?
Let’s start with the first question.
In the previous step, you’ve answered the “why” question. From there, you would have already set one or a few goals. You should pick the channel(s) that’ll help you achieve the goal(s).
For example, if you’ve decided that a pressing problem is your lack of brand awareness, then you might want to consider publishing guest posts on large, authoritative blogs or appearing as a guest on podcasts.
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If you have multiple goals that need achieving, then choose one channel that addresses all your goals or multiple complementary channels.
Here’s a quick cheat sheet for the most popular owned channels:
Cheat sheet (table form) to help determine which stages of the marketing funnel popular owned channels serve
Looking at these channels, you should answer the next question: How and where do your customers consume information online?
Your research should have told you this. But if you’re unsure, it’s always a good idea to reach out to your customers directly and ask.
Don’t get paralyzed by indecision. If you’re really stuck and not sure which platform to publish on, I’ll suggest either blogging or video marketing. In most industries, people will almost certainly be looking for information via Google or YouTube. So either channel is a good starting point.
But if you want to ensure this is accurate, you can always use a keyword research tool like Ahrefs to see if people are searching for topics related to your business.