![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2020\/03\/12162547\/CE-quora-marketing-answer.png\")
<\/figure>\n\n\n\nFor marketers, this makes Quora one of the few platforms where content and customer intent align. A good answer can earn the same kind of attention a high-ranking blog post would, but faster, because it lives inside a trusted community where readers expect substance. <\/p>\n\n\n\n
It\u2019s also a listening post where marketers can pick up useful intelligence on their target market<\/a>. Following topics in your niche lets you see what your audience actually asks, the words they use, and the gaps your product or content can fill.<\/p>\n\n\n\n The basic idea is that you can post from a Quora account like a regular user and build visibility for your brand by interacting on the platform. You can also buy ads or pay to promote the answers you have written.<\/p>\n\n\n\n Both methods enable you to place your brand in front of an audience that\u2019s trying to educate themselves.<\/p>\n\n\n\n Here\u2019s how a typical customer journey plays out:<\/p>\n\n\n\n That\u2019s the key: Quora marketing speaks to people while they\u2019re in research mode. <\/p>\n\n\n\n Some are at the top of the funnel<\/a>, learning what solutions exist. Others are mid-journey, evaluating products, or trying to understand the difference between a few different options. <\/p>\n\n\n\n Either way, they\u2019re in decision-making mode, which you cannot say about \ud835\udd4f, Facebook, Reddit, or any of the other seemingly similar platforms.<\/p>\n\n\n\n Quora\u2019s reach is incredible. When I checked SEMRush, I found that Quora has more than 410 million monthly organic visitors.<\/p>\n\n\n\n And its keyword footprint is massive. <\/p>\n\n\n\n I found various statistics indicating that Quora ranks on the first page of Google for 5 million different searches, though SEMRush indicated the number was far higher:<\/p>\n\n\n\n This shows that Quora ranks for well over 191 million keywords, with 3 million results in the top three slots, and 18.7 million results in the top ten.<\/p>\n\n\n\n The most important factor, at least in the current moment, is that Quora is one of the most-cited domains in Google\u2019s AI Overviews<\/a>, meaning your content can show up not just on Quora, but in AI-generated answers across Google, Bing, ChatGPT, and Perplexity.<\/p>\n\n\n\n While everyone else tries to divine the tactics it takes to show up in AI overviews (which are dominating organic search), you could be the one using Quora to shortcut directly to the top of search results.<\/p>\n\n\n\n It\u2019s not magic, and it\u2019s certainly not without its flaws. Here are some of the important trade-offs to consider:<\/p>\n\n\n\n There are a few different ways to use Quora to raise awareness about your brand and get in front of the platform\u2019s high-intent audience.<\/p>\n\n\n\n Answer from a business or personal profile<\/strong>. You create a Quora account to answer questions that are related to your brand, your vertical, and what you believe your target audience <\/a>really cares about.<\/p>\n\n\n\n The key to this strategy is to share real insights with other users. By providing valuable, in-depth answers, you can help real people and establish your brand as a credible expert in the space. <\/p>\n\n\n\n This strategy is NOT turning your answers into sales pitches for your product. Quora has strict policies against doing that, and regular Quora users hate brands that are trying to use their platform to hawk their products.<\/p>\n\n\n\n Curate a Quora Space<\/strong>. You create a Space (similar to a subreddit or Facebook Group) that functions as a hub that showcases your best answers, FAQs, and thought leadership content. <\/p>\n\n\n\n With Spaces, most brands center around a topic that is related to their product, rather than the product itself. In the ideal situation, a brand\u2019s Space allows them to connect with users who are likely in their target audience and build out a rich content hub on Quora\u2019s authoritative, highly-discoverable domain..<\/p>\n\n\n\n Run ad campaigns<\/strong>. You can use Quora Manager to create ads and get them in front of your target audience. You can run text, image, video, and app install ads, and control who sees your ads with Quora\u2019s rich set of targeting tools. <\/p>\n\n\n\n Promote your answers<\/strong>. You write a normal answer and then pay to have it shown within topic feeds and relevant question threads. <\/p>\n\n\n\n For both of these methods, you can use Quora Lead Gen Forms to capture a user’s contact information without making them leave the site.<\/p>\n\n\n\n This reduces uncertainty and friction for users that might not want to click through to your website, and should help you generate more leads<\/a> on Quora.<\/p>\n\n\n\n There are a number of ways to game the system, such as:<\/p>\n\n\n\n I recommend avoiding all of these methods<\/strong>. I mention it here because I have seen other sites promoting these as legitimate tactics, which can 100% get your account banned and damage your brand\u2019s reputation.<\/p>\n\n\n\n Some agencies specialize in “Quora marketing services” that involve using networks of high-visibility accounts to promote brands. Depending on how these tactics are executed, they could easily violate Quora’s Terms of Service and get your account banned. <\/p>\n\n\n\n Quora is strict about promotional behavior and quick to remove users who break the rules. If you’re considering working with an agency, make sure they’re using legitimate methods (writing genuine answers, running approved ads) rather than manipulative tactics that could backfire.<\/p>\n\n\n\n The safest and most sustainable approach is to focus on creating genuinely helpful content and enticing advertisements.<\/p>\n\n\n\n Great question, and you should answer it fully before you commit any resources to marketing on Quora. <\/p>\n\n\n\n If you can answer yes to most or all of the following questions, then Quora marketing is likely viable:<\/p>\n\n\n\n Some of these questions you can answer with a little bit of research on Quora, but you will definitely need to use good SEO tools<\/a> in order to analyze backlinks and search volume.<\/p>\n\n\n\n By answering these questions you will have a good sense of the kind of momentum that exists in your niche on Quora. You\u2019ll be able to anticipate the size of the audience you can win and how saturated this channel is already.<\/p>\n\n\n\n You really have to go in and investigate the situation for your specific niche. Some topics on Quora are bursting with activity. Others are dead and have been so for several years.<\/p>\n\n\n\n If you answer no to some of these questions, Quora marketing may still be possible, but it will take longer to get going, and there may not be much potential traffic to win, even if you succeed.<\/p>\n\n\n\n The platform has changed considerably in the last few years, and many marketers haven\u2019t caught up yet. Here are five fresh ideas to use Quora effectively to get in front of new customers and build your brand’s reputation.<\/p>\n\n\n\n Quora is one of the most-cited websites in Google\u2019s AI Overviews. This is important because these short AI-driven summaries are where lots of the clicks and engagement are going. According to Google, AI in Search is driving more queries and higher quality clicks<\/a>, and Quora could be your ticket to capitalizing on this new trend.<\/p>\n\n\n\n This means that when you post content on Quora, there\u2019s a decent chance it will show up in AI Overviews.<\/p>\n\n\n\n To me, it makes sense that AI systems love Quora content. It\u2019s basically a giant site full of answers to niche questions that nobody else has yet to ask. As the LLMs that power Gemini and Bing Generative Search scour the web for information to serve users who have questions, Quora is a logical and comprehensive source to cite.<\/p>\n\n\n\n I think it makes sense to lean into this trend, and structure your answers on Quora so that they have as good a chance of getting served in AI overviews as possible.<\/p>\n\n\n\n Here are some tips based on what I\u2019ve seen:<\/p>\n\n\n\n The basic gist of all of this is that you should write in a way that can be quoted out of context. AI models look for short, complete paragraphs that make sense on their own.<\/p>\n\n\n\n Of course, you have to balance the needs of AI-models with human readers. Already I have seen a lot of clear copypasta from ChatGPT into Quora, and those answers are not getting upvotes. <\/p>\n\n\n\n This is very doable. With a little thought, you can write answers that satisfy humans and AI models. Ask yourself: if Google Gemini quoted this one paragraph, would it make sense? If yes, you\u2019re in good shape.<\/p>\n\n\n\n Quora ended monetization for Spaces in late 2024, which is actually good news for marketers. It removed the ads and clutter, turning Spaces back into what they were meant to be: clean, organized hubs for useful content.<\/p>\n\n\n\n Think of a Space as a living FAQ or resource library hosted on a domain that already has serious SEO authority. Brands can use Quora Spaces to:<\/p>\n\n\n\n You probably already have customer support content on your site, potentially even a full knowledge base. A Quora space doesn\u2019t replace that, but it can enhance the discoverability of your educational content. <\/p>\n\n\n\n For example, someone trying to solve an issue with one of your competitors\u2019 products could easily surface a similar Q&A style content about your product on Quora. And once they are in your space, they will see tons of additional relevant information.<\/p>\n\n\n\n To create an effective Quora Space for marketing, pick a theme that\u2019s bigger than your product. Ideally, it should be a topic that has a healthy amount of search traffic and activity on Quora already.<\/p>\n\n\n\n If you sell project management software, for example, you could create a Space about remote team workflows. There, you would post 10\u201315 of your best answers, adding context and links between related topics. <\/p>\n\n\n\n You could talk about tools, communication, and habits. Mention your product naturally when it fits, and don\u2019t focus on selling anything. 99% of the time, people are not on Quora to shop. They are there to learn, and you can earn their trust and respect by helping them out.<\/p>\n\n\n\n Quora is a goldmine for market research. People tell you exactly what they\u2019re confused about. You can use that information to shape both your content and your product messaging.<\/p>\n\n\n\n Step one is to listen. Follow topics related to your product category. Watch what people ask. You\u2019ll start seeing patterns:<\/p>\n\n\n\n You can get some insights into these questions with basic market and keyword research<\/a>, but the questions people post on Quora lead to threads with a lot more context. You\u2019ll see conflicting perspectives and new ideas that are impossible to find anywhere else.<\/p>\n\n\n\n There is another step you could take, where you actually start to test different messaging strategies as you respond to similar questions to see what resonates most with Quora audiences. <\/p>\n\n\n\n It\u2019s not a statistically sound way to conduct research, but it costs next to nothing to switch up your messaging strategy on Quora. You\u2019ll get feedback on your new positioning or angle based on upvotes and engagement. <\/p>\n\n\n\n When your new ideas work on Quora, it will probably work well on a landing page<\/a> or in your ad copy.<\/p>\n\n\n\n Executives struggle with social media because most platforms reward snappy takes over real insight. Quora flips that. It rewards depth, thoughtfulness, and firsthand experience.<\/p>\n\n\n\n People want to hear from founders, CEOs, and business owners. Brand accounts don\u2019t exactly scratch the itch. When DuckDuckGo\u2019s CEO answered a question comparing his product to Google, it got six nearly million views<\/a> with a 9.34% click through rate<\/a>. <\/p>\n\n\n\n No ad spend. Just honesty and clarity.<\/p>\n\n\n\n That\u2019s what works on Quora, which makes it a great venue for your executives to start establishing themselves as thought leaders in your space. <\/p>\n\n\n\n I think \ud835\udd4f (fka: Twitter) and Facebook are great platforms, but I do not think your average user is going to either platform with the intention of learning. <\/p>\n\n\n\n With Quora, that\u2019s the driving reason that most people are on the site. They are hungry to hear from people with real experience, like your CEO, founder, etc.<\/p>\n\n\n\n Here\u2019s what to write about:<\/p>\n\n\n\n Here\u2019s what I would avoid doing:<\/p>\n\n\n\n For example, a typically bad post from an executive on Quora might start off with, \u201cAt [Company], we leverage cutting-edge AI to revolutionize productivity.\u201d<\/p>\n\n\n\n First of all, the words \u201cleverage\u201d and \u201crevolutionize\u201d instantly call to mind marketing-speak, which is at odds with the community of users on Quora. They are not there to buy things.<\/p>\n\n\n\n An example of a good way to start off would be \u201cWe tried this feature three times before it worked. Here\u2019s what we learned each time.\u201d<\/p>\n\n\n\n The second example feels human, like an answer that you might actually write to someone with a real question. It\u2019s also framed as \u201chere\u2019s what we did,\u201d which could be helpful for another Quora user, instead of the \u201chere\u2019s how great we are\u201d framing in the first example, which offers nothing of value to anyone else.<\/p>\n\n\n\n One word of caution: no one is going to believe that the CEO of a busy company is posting everyday and responding immediately to questions. I\u2019d recommend picking one question a week to answer at most (at least with your CEO\/founder\u2019s Quora profile), which is believable. <\/p>\n\n\n\n Quora has always been excellent at topic-level targeting, like finding people who are interested in CRM software, freight brokering, or acrylic painting. Today, Quora connects with data partners like Bombora and LiveRamp, which give marketers access to richer audience insights and better targeting options. <\/p>\n\n\n\n You can now reach people based on the companies they work for, the tools they\u2019re researching, or the industries they influence. <\/p>\n\n\n\n For B2B marketers, this is a godsend, because it moves Quora from a general-interest site to a place where you can reach the people who actually fit your ideal customer profile.<\/p>\n\n\n\n Think of it as combining LinkedIn-level precision with Quora\u2019s built-in trust. When someone\u2019s reading an answer about \u201cbest CRM for mid-size teams,\u201d and your promoted post appears below it, that\u2019s prime real estate. <\/p>\n\n\n\n LiveRamp and Bombora are just two of a growing number of Quora API partners<\/a> that can help you get in front of people in your target market. For B2B and ABM, I think these integrations (or something similar) is an absolute must-have for marketing on Quora.<\/p>\n\n\n\n These are the tried-and-true tactics that worked in the past and still work today. There\u2019s nothing flashy or novel in this section, just the basics that separate the accounts people trust from the ones they ignore.<\/p>\n\n\n\n The basic goal in this section is to create a credible Quora account where you can start to gain visibility with an audience of potential customers. <\/p>\n\n\n\n I\u2019ll go through each step and share some tips along the way.<\/p>\n\n\n\n The first step is deciding who you want the face of your brand to be on Quora. I would aim to pick someone whose role and experience would make them viewed as an expert by your target audience. <\/p>\n\n\n\n The CEO\/founder is an obvious choice, but potentially a Sr. Engineer or sales leader might resonate more with the users you are trying to reach.<\/p>\n\n\n\n The next step is creating an individual account on Quora. It\u2019s very straightforward. All it takes is an email address. <\/p>\n\n\n\n Once your account is set up, you\u2019ll select a list of topics to start your feed off. Pick ones that you believe align with the interests of your brand and your target audience. You will always be able to adjust and refine these over time.<\/p>\n\n\n\n Next, fill out your Quora profile, which includes all of the standard elements, like a Name, title\/role, headshot, and a short description of yourself. <\/p>\n\n\n\n Quora also lets you add credentials like education, work experience, certifications, and areas of expertise. Fill these out completely. They serve two purposes: they establish your credibility when people see your answers, and they help Quora suggest relevant questions for you to answer. <\/p>\n\n\n\n Here\u2019s a few tips for creating a Quora profile:<\/p>\n\n\n\n Great. You are all set to start interacting on Quora and connecting with potential customers.<\/p>\n\n\n\n If you plan on advertising or promoting your posts on Quora, you will need a Quora Ads account, which you can create once you have set up your regular Quora account. If not, don\u2019t worry about this and skip to the next step.<\/p>\n\n\n\n Once you have set up Quora Ads, you will be able to create a Business Profile and launch ad campaigns.<\/p>\n\n\n\n A Business Profile on Quora differs from an individual user profile in that it represents an organization rather than a single person. Unlike individual accounts, it can be managed by multiple team members, which is very useful.<\/p>\n\n\n\n There are also a few trust signals<\/a> that personal accounts do not get, such as the small business icon and company location, which both build credibility and convey that this is an official brand account. <\/p>\n\n\n\n Just note that you do not need a Business Profile or Ads account to start using Quora for organic marketing.<\/p>\n\n\n\n Quora is divided into Topics<\/strong>, which are an area of interest, and Spaces<\/strong>, which are groups that are focused on a topic or cluster of topics.<\/p>\n\n\n\n I would just type your vertical into the search bar to get started. See what the largest and most active spaces are, and start joining or following the ones you think have the most relevant audience. <\/p>\n\n\n\n Once you have engaged a little bit with the platform, Quora will start making recommendations for different spaces to follow and questions to answer. It will also start loading your feed with questions and threads based on your interests.<\/p>\n\n\n\n By this point, you have probably started to find questions that are relevant to your brand and its audience of potential customers. It\u2019s time to join the discussion.<\/p>\n\n\n\n The most effective questions to answer:<\/p>\n\n\n\n You can try to add some fresh wisdom to a popular question from 4 years ago, but it is going to be difficult for your answer to be seen if there are already dozens of good, high-quality answers from trusted users.<\/p>\n\n\n\n Ideally, you can find questions to answer in areas where you are knowledgeable and passionate. That\u2019s going to make it easier for you to craft a comprehensive, useful answer.<\/p>\n\n\n\n Some other things to thinking about as you write:<\/p>\n\n\n\n Not every answer needs a link, and many marketers have been banned from Quora over the years because they promoted their brand (or their clients) without providing any meaningful value. <\/p>\n\n\n\n Yes, you are trying to drive traffic from Quora to your site, but you are also trying to build your brand’s reputation. Do you want to be seen as a thought leader or a shameless promoter?<\/p>\n\n\n\n If you focus on providing valuable answers, your answers will get upvotes, which increases your visibility and makes your Quora profile look established.<\/p>\n\n\n\n Getting attention on Quora is great, but it\u2019s just the first step. There\u2019s no profit to be had from racking up views and upvotes. What everyone wants is new sales and customers, and to do that, you have to connect your Quora activity to the rest of your website funnel<\/a> in a way that feels natural and valuable, not forced.<\/p>\n\n\n\n Start by thinking about the customer journey<\/a>. People on Quora are usually early in the buying process. They\u2019re researching, comparing, or just trying to make sense of a topic. <\/p>\n\n\n\n When they click from your answer to your website, they\u2019re often not ready to buy yet, so linking directly to a salesy landing page isn\u2019t always the right move.<\/p>\n\n\n\n But they are primed to learn more. That\u2019s why your next step should be to meet them where they are with useful, low-pressure content. One of the easiest ways to do that is by linking to educational blog posts. <\/p>\n\n\n\n Blog posts feel safer and relevant when they continue the conversation you started on Quora. That\u2019s providing real value to readers. Of course, inside those posts, you should:<\/p>\n\n\n\n Ideally, your answers in Quora match the tone and voice of the blog post you are linking to. It makes it easier for a customer to continue reading your content. <\/p>\n\n\n\n To make sure all this effort ties back to results, you\u2019ll need to think about attribution. The most common way is to use UTM parameters on every link from Quora to your site so analytics platforms<\/a> can track where that traffic comes from. Quora Ads lets you export campaign data, which you can match up with your Google Analytics 4<\/a> to get a clear picture of ROI.<\/p>\n\n\n\n Now, not everyone who visits your site is going to convert, at least not on the first visit. But you can retarget people who clicked from your Quora answers but didn\u2019t fill out a form. <\/p>\n\n\n\n Get as specific as possible here: if someone clicked on an answer about \u201cbest payroll tools for small business,\u201d show them ads or content tailored to that topic later.<\/p>\n\n\n\n Use tools like Crazy Egg to see how Quora visitors actually behave once they arrive on your site. Do they scroll<\/a>? Do they click<\/a>? Do they have a high bounce rate<\/a> compared to traffic from other sources? <\/p>\n\n\n\n Those patterns can show you exactly where your Quora marketing efforts are leading to conversions, and where they are falling flat. You can also learn what users find most\/least engaging, which can help you prioritize the right questions and topics moving forward.<\/p>\n","protected":false},"excerpt":{"rendered":" Most marketers have written off Quora. Big mistake, especially since Quora is one of the top-cited websites in Google AI Overviews. While everyone\u2019s fighting for…<\/p>\n","protected":false},"author":254,"featured_media":106255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[],"class_list":["post-12208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"\nHow does Quora marketing work?<\/h3>\n\n\n\n
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Connecting with a high-intent audience<\/h3>\n\n\n\n
![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2020\/03\/12162611\/CE-quora-marketing-semrush-traffic.png\")
<\/figure>\n\n\n\n![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2020\/03\/12162616\/CE-quora-marketing-semrush-keywords.png\")
<\/figure>\n\n\n\nDrawbacks to marketing on Quora<\/h3>\n\n\n\n
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How to Reach Your Audience on Quora<\/h2>\n\n\n\n
Organic methods<\/h3>\n\n\n\n
Paid methods<\/h3>\n\n\n\n
![\"\"](\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2020\/03\/12162637\/CE-quora-marketing-lead-gen-form.png\")
<\/figure>\n\n\n\nGray area and black hat methods<\/h3>\n\n\n\n
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Is Quora Marketing Viable for My Business?<\/h2>\n\n\n\n
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5 New Ideas for Quora Marketing<\/h2>\n\n\n\n
1. Write for visibility in AI Search<\/h3>\n\n\n\n
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2. Create a knowledge base with Quora spaces<\/h3>\n\n\n\n
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3. Conduct market research<\/h3>\n\n\n\n
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4. Establish executives as thought leaders<\/h3>\n\n\n\n
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5. Take advantage of new targeting capabilities<\/h3>\n\n\n\n
Quora Marketing Best Practices<\/h2>\n\n\n\n
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Setting Up Quora Marketing<\/h2>\n\n\n\n
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1. Create a Quora account<\/h3>\n\n\n\n
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2. Create a Quora Ads account (optional)<\/h3>\n\n\n\n
3. Explore topics and Spaces<\/h3>\n\n\n\n
4. Respond to questions and engage<\/h3>\n\n\n\n
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Connecting Quora to Your Website Funnel<\/h2>\n\n\n\n
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