Every good marketer has several tools in their arsenal to make their strategies more effective. The tools can vary depending on the person and its application, but there are many out there that have been proven to be effective across strategies. One tool that meets that profile is the question and answer platform Quora, which can be used in nearly every situation.
Founded in 2009, the platform has an admirable mission, to "share and grow the world’s knowledge."
To accomplish that, Quora builds connections between curious people and those with a deep understanding of particular subjects—essentially erecting a virtual bridge users travel over to find answers and to learn.
Its mission continues: "a vast amount of the knowledge that would be valuable to many people is currently only available to a few — either locked in people’s heads, or only accessible to select groups. We want to connect the people who have knowledge to the people who need it, to bring together people with different perspectives so they can understand each other better, and to empower everyone to share their knowledge for the benefit of the rest of the world."
The basic functionality of Quora is simple: someone asks a question and experts (either a person speaking as a business or acting on their own) provide an answer. There are more than 80 million active users on Quora and between 3,000–5,000 questions asked every day.
That's a huge opportunity for businesses to answer relevant questions and generate backlinks and potential website traffic. But as with any marketing strategy, and with inbound specifically, you have to be thoughtful and deliberate about your practices.
"Take time to understand Quora," Prater says, adding, "[I] am rolling this into a new framework called listen, learn and launch. To come onto Quora I think you really need to listen."
"You can't just come in and cannonball into this community and expect to make a big splash," he explains. "You have to come in and understand what this community is about. Who's writing answers? What type of answers are they writing? Where can I provide value? And then learn from them."
He practices what he preaches, learning from a variety of users in the marketing space on his podcast 'Grow with Quora.' The podcast debuted in April 2019 and delivered a neat 18-episode first season that wrapped up in September. Previous guests have included Si Quan Ong of Ahrefs, podcast celeb Jordan Harbinger, and friend of the show AJ Wilcox of B2Linked.
Prater cites the below episode, Combining Barnacle SEO and Paid Advertising on Quora - CDN77 with guest Michael Pecanek, as one of his early favorites because of the incredibly in-depth strategy Pecanek employs.
Prater's journey to becoming the Quora Evangelist (yes, Prater is the only one who holds this title) is itself an interesting subject and makes him uniquely qualified to host that podcast and promote Quora in general.
Prater was working for a software company in early 2017 when he participated in a beta test of the Quora Ads platform. Seeing significant results, he wrote a lengthy blog about it, which inspired an in-depth case study, which led to an industry piece and a podcast before resulting in a webinar. Eventually, Quora asked Prater to just work for them directly and continue those efforts full time. The rest, as they say, is history.
Prater, being an avid Quora user, leaves us with six tips on what makes a good answer for the platform:
- Better to write five answers over five days than five answers in one day
- Answer the question that's asked
- Format your answer: bolds, checklists, images and videos
- Use footnotes for links rather than anchor text
- Don't send someone to the blog that complements the answer you've written. Send them to the next step
- Leverage existing content
This Week's One Thing
- Sage's one thing is her growing record collection.
- Jon's one thing is his truly passionate love for calzones
- JD's one thing is his newly established surfing hobby.
- Quora Roadmap: Everything You Should Know! | Bruno Mirchevski
- Grow with Quora Podcast | Quora
- Quora Ads | Quora
- Guide: Writing on Quora as a Business | Quora
- Guide: B2B Marketing Guide on Quora | Quora
Do you have questions about Quora's role in an inbound strategy? Send them in to firstname.lastname@example.org.
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