Publishing great content can only get you so far. Even if your main traffic source is organic search, you need a solid content distribution plan to get every piece of new content in front of as many people as you can.
This isn’t just about sharing the link to the new content on social media. Everyone does that, and organic reach on many platforms declines over time. Even Wirecutter doesn’t get any impressive engagement numbers from this.
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What I think Wirecutter does really well is its email marketing. Through that, the site shares all the new content and references relevant pieces that are older:
Excerpt of Wirecutter newsletter about the best drip coffee maker
What you can do on top of building whatsapp number list and leveraging your newsletter is repurposing your content into formats that do better on a given platform.
Examples of such content formats are threads on Twitter or short videos that are pretty much everywhere. Here’s how Wirecutter repurposed its article about replacing household essentials into a TikTok video (that can be reshared on other platforms as well).
What does this have to do with SEO, you ask? The more eyes land on your content, the higher the chances you’ll naturally earn a backlink—or get any other earned media that may have an indirect impact on your SEO performance.
And there’s another, albeit more speculative, benefit. Many SEOs have found there’s a high correlation between the buzz generated by new content and its traffic from Google Discover.
I can imagine that Wirecutter gets a ton of traffic from Discover and has the best resources to try and optimize for that, given that it’s under the Times.