Are you familiar with Quora? Quora.com is a Q&A site where anyone with an account can post questions or answer other user’s questions. Users rate the answers to public questions so that the best answers rise to the top.

For non-users, these answers often surface in search results for specific questions that have been asked on the platform.

The site has been around since 2010 and though it does not get the kind of buzz a lot of other platforms tend to attract, it continues to grow in popularity. And despite not being widely discussed in marketing circles, there are a number of benefits to incorporating Quora into a larger online strategy.

Content

Quora can be included in a larger content marketing strategy in a number of ways. First, Quora questions are a great source of content ideas. Find out what people are interested in learning more about by reviewing popular questions related to your industry, and create content around those subject.

Second, use Quora to share your content when someone has a question you have an answer to. It is common to post an answer and include a link to learn more or go further in depth on the subject. Doing this regularly establishes your own or your brand’s expertise in the subject area.

Referrals/backlinks

Sometimes, people may be asking questions more specific to the kinds of products or services you offer. This is a great opportunity to open up a direct channel of communication between your company and the marketplace. By answering questions in a helpful way, you can send potential customers through to your company’s website.

Advertising

Just this year, Quora opened up their advertising platform to all businesses. Your company can target ads to people using Quora, based on the type of content they are looking for. This is a great opportunity to get in front of potential customers during the research phase of their journey.