Quora leans to the left

Quora is recommended as a content marketing tool

Content marketing has long since developed from a niche topic to mainstream. The social media platforms are full of content and all marketers are scrambling for the users' attention there. However, it is becoming more and more difficult to get noticed in the user's newsfeed, while blogs and corporate sites can hardly be found on the internet. The Quora question-and-answer platform could offer an alternative.

Quora is a question-and-answer platform designed to enable users to share their knowledge with one another. In the Q&A format, registered users can ask questions that are assigned to the appropriate experts who, based on their expertise, could provide a satisfactory answer. The subject areas are not restricted here. Anyone can register as an expert on topics of their own choosing and what is particularly important: The expert can link to their own websites or content from the platform.

Quora has a slightly different approach than, for example, the local question-answer top dog Gutefrage.net. The Quora creators follow a strict real name policy. This should underpin the credibility of the expert, as well as his information from references in the profile. An average Quora profile should show technical expertise. Rather unknown in Germany, Quora is very popular internationally. According to Quora, 200 million users use the Q&A platform every month and now share their knowledge in 400,000 subject areas.

Quora founder Adam D‘Angelo

Quora was founded by former Facebook employees Adam D'Angelo and Charlie Cheever in 2009. In German, however, the portal has only been available since July 2017. “The special difference between Quora and all the other products is that we always meet have focused on a high quality standard. Everyone uses their real name, we moderate the content if need be, and have many guidelines and guidelines that have to be adhered to in order to be able to maintain the high standard. Well-written answers can assume a high prevalence. In the end, every Quora user should see good and helpful answers and well-asked questions, ”says Quora founder Adam D‘Angelo.

Kerstin Ewelt

Using the company's own machine learning technology, users are shown appropriate questions and answers, depending on the area of ​​interest. In order to discover relevant questions, marketers can use the keyword search on Quora and follow the relevant subject areas. "Anyone who answers these questions precisely proves their expertise, strengthens customer loyalty and promotes their company," says Kerstin Ewelt, Quora Head of Community Relations (DACH). Quora can therefore be used to win customers directly or to enter into a dialogue with them. "Posts on Quora represent the company and suggest an implicit purchase recommendation," says Ewelt.

If you deliver interesting content on Quora, the platform can also improve the SEO potential, says Kerstin Ewelt. “Quora links tend to get surprisingly high Google rankings. Google's ranking is influenced by factors such as content quality, user interaction, trustworthiness and reputable information. Quora's community of experts provides qualified answers to user questions that enable high placements in the Google ranking. "

But how does the Quora platform itself earn its money? You won't find any advertising banners there and they can be used free of charge. Quora's business model is text ads. In most cases, the content of the ads should match the answer. However, this business model is not yet active for the German-speaking part of the portal. Here you still concentrate on the content.

In a highly competitive market, it is especially important to develop strategies in order to stand out. With Quora, the content marketing toolbox has been expanded to include an interesting tool. However, the platform must first establish itself on the German market.