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Tumblr is one of those social networks which is often overlooked, but which has tremendous potential for SEO and social media marketing. I myself was slow to adopt Tumblr as a social media platform, but once I started using it I became hooked by its power and simplicity. Hopefully by the end of this post, you’ll feel the same.
In this post today I will be covering 1) What Tumblr is and how it works, 2) The benefits of Tumblr compared to other social networks, and 3) Actionable advice on how you can use Tumblr for online marketing, including specific content ideas.
Why should You Try Tumblr?
Before we get too far, let me provide some stats about Tumblr which should help put things into perspective:
- 130.5 million blogs on Tumblr, as of August 2013
- 28th highest traffic site on the web according to Comscore
- 300 million unique monthly visitors according to Yahoo
- 50% of Tumblr users are under the age of 25
- 53.5% of Tumblr visitors are female
- Post anything, from anywhere.
- Share photos, gifs, video, music, quotes, chats, links, and text. Find and follow the things you love, and get all your latest news from your dashboard.
- Bonus: Add a ‘create a post’ widget to your home screen.
- Advanced controls: Save drafts, queue posts, customize tweets, and more!
- Messages: View and reply to messages.
- Multiple blogs: Seamlessly manage all of your blogs.
As you can see, the numbers are massive. There are now over 130 million Tumblr blogs (known as “tumblrogs”), which makes Tumblr the largest hosted blog platform on the web, compared to the 70 million blogs hosted on WordPress.com. It has 300 million monthly visitors, basically 15% of all Internet users. And it has a demographic that is unique in that 50% of the users are under 25, many of whom are teenagers (whereas teens are reportedly ditching Facebook in droves).
The benefits of Tumblr
Ok, so now we have a better idea of what Tumblr is and why it’s important, but what are the benefits of Tumblr compared to other social networks and blogging platforms? There are 5 key benefits:
1) Dofollow links
First the biggie. Links from Tumblr, unlike most other social networks are dofollow. Tumblr is at its core a blogging platform, and you have full control of how your tumblrog appears, including using dofollow links on your site. Of course, you will want to be careful about what kind of anchor text you’re using in this post-Penguin world, but if you’re looking for some easy, dofollow backlinks, Tumblr is the place to get them.
2) Great content discovery
Another great benefit of Tumblr is that it has a great content discovery system built into it, thanks to its use of hashtags. If you’re ever looking for great images or memes, try searching Tumblr for the hashtag, and you’ll find some good material.
The great thing about Tumblr is that people actually use hashtags for content discovery (unlike, say, Facebook). This means that by using relevant and popular tags, it’s super easy for your content to get discovered on Tumblr, even if you don’t have many followers.
3) Content testing ground
Another use for Tumblr is as a content testing ground. If you do a lot of social media marketing, you probably have tons of memes and images that you are considering posting to your Facebook page, or you if you create your own memes you may have different variations of a meme that you might want to test.
One of the ways that I like to use Tumblr is as a testing ground for new content that I’ve created. Tumblr’s dashboard is chronological like Twitter vs the more curated approach of Facebook’s news feed, and the upshot of this is that you can post a lot more content at once to Tumblr than you would want to on Facebook. Tumblr fans are more forgiving of less-than-outstanding content because they can simply scroll past it, similar to how users browse Pinterest.
Tumblr is the most popular microblogging platforms on the planet, which also makes it an ideal platform for setting up microsites. You won’t get the same amount of flexibility as you would with say a self-hosted WordPress blog, but tumblrogs are quick to set up, simple to manage, and free. And if you want to switch from using a tumblr.com subdomain to your own domain name, it’s easy to switch to a domain name you own in the Tumblr settings.
Using Tumblr for microsites is a great way to build up a collection of web properties with decent PageRank that you can then point back to your main site. If you consistently post high quality content, it’s easy to get these tumblrogs to PR2 – PR4 within a few months.
Microsites are also a great option if your main brand is super serious, and you don’t necessarily want to associate it with memes and other silly content that does well on Tumblr.
And these too…
• Post anything, from anywhere.
• Share photos, gifs, video, music, quotes, chats, links, and text. Find and follow the things you love, and get all your latest news from your dashboard.
• Bonus: Add a ‘create a post’ widget to your home screen.
• Advanced controls: Save drafts, queue posts, customize tweets, and more!
• Messages: View and reply to messages.
• Address book: Find people to follow from your address book.
• Multiple blogs: Seamlessly manage all of your blogs.
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