Content is spread over the web in two ways, on site (website and blog) and off site (other mediums such as social media and third party blogs).

Forbes contributor Jayson DeMers has shared an informative article to help marketers balance on-site and off-site content marketing efforts.

DeMers says, “Knowing that on-site and off-site content are both important for a well-rounded campaign, how should you divide your resources between the two?

  1. Start with on-site content. If you’re new to the game, you’ll be glad to know there’s a clear answer for which facet of your strategy to focus on first: it has to be on-site content. On-site content, in addition to its primary benefits, also serves as a kind of resume when finding sources to host your off-site content. In other words, it’s virtually impossible to build much momentum in the off-site content realm without a strong foundation in the on-site realm. Until you’ve built up an impressive portfolio of content on your own website, external publications won’t have any reason to think your content can benefit them. Accordingly, on-site should get the majority (if not all) of your content budget to start.
  2. Determine your goals to plan your future resource allocation. As an oversimplification, off-site content mainly brings more traffic to your site, while on-site content mainly makes that traffic more valuable. Accordingly, off-site content is better for scaling a marketing campaign”.

How To Balance On-site And Off-site Content Marketing Efforts

Forbes

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