Wouldn’t it be amazing if there was a free, easy to use resource that allowed you to get your most burning questions answered? Questions like... “Does Clark Kent put on a costume to become Superman, or does Superman put on a costume to become Clark Kent?”, “If unicorns exist, what are the implications?” and probably the most philosophical of questions “What is the proper way to sample cheese?”
Luckily, there IS a tool for these debate-worthy questions—and much more: Quora.
Even if you've been living under a rock, chances are you’ve heard of Quora. After all, it’s been a resource for both obscure and business related questions since 2009. I will admit I haven’t fully appreciated the brilliance of Quora for myself or for my clients.
Quora can be a tough sell for marketing managers and agencies. It’s not as obviously necessary as social media profiles or a user-friendly website. It’s less tangible than Google pay-per-click advertising and not as creatively appealing as a video project. Additionally, it can be just as time consuming as blogging and yet the content doesn’t live on your site.
Nevertheless, Quora can be a resource for long-term traffic and networking. Quora benefits both businesses and individual employees hoping to build their brand and name recognition. It’s a resource to both hone your craft and show your business acumen.
So, without further ado, let’s learn a little more about this mysterious resource where the best minds go to answer our questions.
Marketing strategy should always begin with understanding your audience. Therefore, it’s important to have some idea or concept of who is actually out there using Quora. Although it’s surprisingly difficult to find current statistics on Quora’s user base (Quora doesn’t publicly publish this data), I’ve found two potential resources: Alexa and this 2011 article from Adweek.
Obviously utilizing data from over 5 years ago is not ideal and Alexa’s analytics are an estimate, but the two resources do back up each other’s findings. Quora’s user base is predominately men in the United States and India with masters degrees. According to Adweek, the average age of a typical Quora user is 35, and they're primarily located in college towns.
Despite this demographic information, there’s one important note to remember – Quora results often come up in Google search results. It's no secret that everyone "Googles" questions, and you don’t need a Quora account to see responses. If you use Quora correctly, it can become a valuable traffic driver to your website or blog. So, let’s dig into the details.
Quora profiles are deceptively simple. They do not incorporate photo heavy profiles like Facebook, but instead the profile design reminds me of a combination of Twitter and Instagram. Each profile consists of a profile picture, headline, a feed, and credentials. Like any social profile, it’s important to fully fill out your profile. Because of the simplistic design, the copy itself is especially important. Don’t skimp on your headline and summary. And | maybe | don’t | overuse | the | vertical bar.
Be sure to highlight your social media profiles, your company/business, and the topics you’re particularly qualified to discuss. Of course, your profile should stand out and show off your expertise, but don’t be afraid to talk about things outside of your business. If you’re interested in knitting, rock climbing, or underwater basket weaving, Quora is a place where both your business interests and personal interests collide.
What you should put in your profile is unique to every industry and your qualifications. But here are a few examples I particularly like:
The question component of Quora is straightforward but shouldn’t be overlooked. Asking questions is just as important as responding to them. You wouldn’t use your business’s Facebook account to only talk about you, right?
Quora works the same way. You have to be engaging with both your responses and your questions. Wording questions so that someone would be interested in answering them is critical. Viral questions can drive as much traffic to your site as a popular response can.
As for giving answers, there are many schools of thought about how to appropriately respond to a Quora question. Some resources will tell you short and succinct answers are ideal. While others will tell you, longer answers are important.
Ultimately, I believe in treating Quora like you would treat a blog post. The answer should be exactly as long as it needs to be to answer the question. You want to provide enough detail to properly answer the question without filling the response with unnecessary fluff. Here’s my quick list of best practices for providing answers on Quora.
At PMG, I’ve become known for my heavily researched long-form blog content. Lucky for my editor, this post is no different – over 1,400 words and still going strong! Below I’ve pulled together a fluff-free exhaustive list of Quora tips from around the web that you can use to create successful articles...
Quora is a straightforward way to digitally connect with prospects. If you’re willing to invest the time in crafting quality answers and engaging with others in your industry, you’ll find opportunities to promote your blog and your expertise. And, as always, if you have any questions about Quora or any other marketing topic discussed on our blog, reach out to our team.
Alexis Silvers has been an Account Manager at PMG since late 2015, adding SEO and client services to her socially savvy repertoire. As a tenured social media expert, Alexis loves to keep an eye out for helpful tips for B2B businesses on her feeds. Other things she monitors? Blog feedback! So let her know if you like what you see or want to know more.
Tags: Content Marketing