Quora’s mission is to “share and grow the world’s knowledge”. It’s an American company which launched in 2009 and on which users can ask and answer questions on any topic under the sun.
And, with over 300 million average monthly users, the platform offers an extremely valuable, if often overlooked, source of marketing and exposure opportunities.
It was launched in California by two former Face-book employees, Adam D’Angelo and Charlie Cheever. It has been available to the public since 2010 and optimised for mobile use since 2013.
The site has been described on an evolutionary path taking it toward something akin to “a more organized Yahoo Answers, a classier Reddit, an opinionated Wikipedia“.
The genius of Quora is that it can be no topics are out of bound and its reach means that respected and experienced people high in business, academia, research, and more see value in contributing to it.
On it, you can search on anything ranging from careers advice to microwave cookery recommendations, from gardening help to film reviews, and from the application of GDPR in marketing to time travel.
Like Wikipedia, it uses the wisdom of the crowd in its content curation. However, unlike Wikipedia where a self-appointed panel of editors can arbitrarily remove and block content, helpful answers are voted up and less useful answers are downvoted on Quora.
Quora can be used to discover factual knowledge, to expose yourself to a range of different opinions, and even as a source of light entertainment.
This online community welcomes individuals, specialists, and companies alike.
Links from it are “nofollow” and this means that links back to your site don’t increase your website’s search engine optimisation – or does it?
There is a lot of debate in the SEO community about this with many believing it is a ranking factor (albeit of lower importance). We are of the opinion that it does matter and it should form part of both your SEO and content marketing strategies.
But, even if it doesn’t, millions of people use it and you can share your insights, thoughts, and observations on topics germane to what your company sells to people and business decision makers who want to know more.
Seven reasons to integrate Quora into your content marketing strategy
Creation of evergreen content
By answering the most frequently questions about your product or service, your contributions will be easily findable by existing and prospective clients when they’re looking for information for years to come.
Evergreen content does not age so you should share information about what you do in detail and generously and your answers will still be drawing visitors for years to come.
Quora has tens of millions of active users and the number continues to increase as people value the information they’re exposed to on the site.
By contributing, you’ll reach brand new customers for years to come through Quora who may previously not have been exposed to your business.
Start a conversation
By consistently providing high quality information with your answers and by positively engaging with prospective clients on the platform, people will want to learn more about you and your company.
Quora is a venue which many use successfully to encourage others to follow them on social media and to visit their website.
Another customer facing platform
Quora offers you the platform to speak directly to your customers about your product or services and answer any questions they have.
You also have the chance to help with any issues or assistance they may require.
And because you’re doing this out in the open for others to see, others can view how receptive and helpful you are as a business which is sure to raise their opinion of you.
More website visitors
Via Quora, you can increase your website traffic.
Promote your business and website on your Quora bio to gain additional publicity for your company and its products and services.
Be sure to include links to your website in your answers providing that the page you’re linking to is relevant to the question.
We’re not that keen on the term “thought leadership” as you can read on another one of our articles but being an authority in your line of business by sharing actionable information of value is an important part of content marketing.
Use Quora to demonstrate your in-depth knowledge of your industry or on the benefits your products and services offer.
Answering questions you’re asked with clarity and in an informal and engaging way overtime builds authority, credibility, and thought leadership. With your contributions, be helpful, honest, and friendly at all times.
You can use Quora to find out more about your target audience and what they want from your products and services. What problems are they trying to overcome? What opportunities are they looking to exploit? What will what you sell add to their lifestyle of business?
Use posters’ answers to inform the development of not only your products and services but to produce content for your website and across the Internet.
Top tips on getting started with Quora
On Quora, you can exchange knowledge and better understand the world.
What’s the best way for an average SME to use the platform?
First, you need a professional profile containing a link to your company website, a brief description of your company and the products and services you offer, and a clear and concise personal biography (full and summary).
Whenever you post to the platform, your short biography is too and that contains information on your education and the topics you “know about”.
Second, start exploring and get a feel not only for the platform but those parts of the platform which you’ll likely be contributing to the most.
Starting search for topics which are relevant to your business and then subscribe to them.
For example, if you have a dog grooming salon, you may wish to subscribe to topics like ‘how to wash a dog at home’ or ‘best shampoo for dog grooming’.
The most efficient way to do this is to look up the relevant keywords and then click ‘topics’ which you will see on the left.
Focus your attention and efforts on topics with active members, larger number of followers, and a regular exchange of posts. This way, you can be sure you will be exposed a more proactive and engaged audience.
As you start to use the platform more often, Quora suggests topics which you may be interested in. Quora favours busier groups and your involvement on a topic may spur others to contribute. The higher the contribution frequency, the more Quora will promote that topic to other users.
Similarly to searching for a topic, the search bar shows you relevant threads for looking up relevant questions which may have been asked before. Simply type it in and read the conversations which have resulted from those questions.
The best way to approach answering questions on Quora
So you have found a relevant topic you wish to participate in. How can you be sure you are answering the most suitable or most popular question?
As with everything on the internet, not all questions were created equal.
With questions on Quora, your primary goal after ensuring your answers are of the highest quality is to expose your answers to as many users as possible.
Here’s how you can do that.
Timing is important
More often than not, the most-read and -viewed answers to questions are the first few, especially if they are of such a quality that they cover all the relevant points.
The quicker you are to respond, the more likely that your answer will be seen by enough people to be voted up for quality. When that happens, it’s very hard for others to knock your answer off the top.
Check the statistics
If a topic or a thread has a large number of followers (for example, over 100), it’s much more likely that your contributions will be seen by others searching for information.
For those topics and threads with particularly large followings, make sure that you’re actively contributing to the conversation as this will give you the greatest opportunity of your answer being found.
When was this “last asked”?
If users keep asking the same questions (albeit worded differently), there is a demand for your knowledge on the subject.
Even if you have answered something before, answer it again addressing your answer directly to the user’s question and using original copy.
How to answer questions effectively
Answers can be up-marked and down-marked on Quora so what features do answers which are up-marked more likely to have?
Before any commercial consideration, you need to be “true” to Quora’s philosophy and ethos and your answer should benefit others before it benefits you and your company. Reign back on sales pitch and think of your answer as your response in a two-way conversation.
Try not to answer the chosen question with the length or linguistic style of a blog post or email newsletter. Be friendly and let your personality shine through as this is what users want.
And without wishing to state the obvious, be sure to actually answer the question. Avoid lengthy discussions and off-topic rambles and rants – stick to what has been requested of you and do your best to assist.
Quora is not a marketing platform – it is an education and conversation platform.
By treating it as such, you’ll gain the greatest benefit because people asking questions about the products and services you sell are in the market. This makes Quora a “top of the funnel” content marketing platform.
Quora is worth it
We hope that you can see how Quora can really add benefit to your campaign by providing an alternative platform and angle to your business.
It is a valuable content marketing tool not only for increasing business exposure and reaching new clients but also as an untapped mine for genuine market research.
More Than Words’ copywriters can research Quora to find topics and questions where there would be real value in your company answering posters’ questions both now and in the future.
Please get in touch with us on 0330 010 8300 or click here to email our inbound marketing team.