Podcast Summary: The Side Hustle Show – Episode 673: Reddit Marketing: How to Drive Traffic from Reddit

Release Date: May 22, 2025

Host: Nick Loper
Guest Expert: Amy Aitman, Content Marketer at Red Visible.com

Introduction: Navigating the Changing SEO Landscape

In Episode 673 of The Side Hustle Show, host Nick Loper and guest Amy Aitman delve into the evolving dynamics of driving website traffic amidst the rise of AI-generated snippets and Reddit’s prominence in search results. They explore strategic methods to harness Reddit's vast potential to reclaim and boost online visibility.

The Shift: From Traditional SEO to Reddit Dominance

Amy Aitman begins by highlighting the significant impact of algorithm updates over the past year, notably the "helpful content" update, which adversely affected many publishers’ traffic. She observes, “Reddit was like 10 times the traffic that it used to get” (02:25) and underscores Reddit's emergence as a pivotal traffic source influencing various search platforms, including AI overviews, ChatGPT search, Bing, and even Reddit’s own AI search tool.

Nick Loper concurs, emphasizing the necessity for businesses to adapt by incorporating Reddit into their traffic generation strategies, rather than solely relying on traditional website-centric approaches.

Leveraging Reddit: Beyond Simple Content Syndication

Amy introduces her expertise from Red Visible.com, illustrating how republishing tailored content on Reddit can swiftly enhance search rankings. She shares a case study: “We publish a full-scale article blog and then share something on Reddit… often Reddit content is quite different than a full blog” (01:12). This approach aligns content with Reddit’s unique culture and narrative, ensuring it resonates with the community while driving traffic back to the original site.

Building and Managing a Branded Subreddit

A pivotal strategy discussed is the creation and management of a branded subreddit. Amy Aitman advises, “If you are intimidated with Reddit, create your own subreddit and start distributing your content” (05:25). She elaborates on the benefits of having ownership over a subreddit, which serves as a distribution channel, a hub for community engagement, and a platform for gathering feedback to inform future content.

She recounts a practical example: “We submitted a trademark request… and now it’s like the subreddit of why… we can invite the audience to come, be members and contribute to the conversation” (06:41). This proactive approach ensures control over the brand’s presence on Reddit, mitigating risks like subreddit squatting or unauthorized content promotion.

Content Strategy: Tailoring to Reddit’s Ecosystem

Amy emphasizes the importance of crafting content that fits Reddit’s ethos. Instead of merely syndicating website content, she recommends creating “a little teaser summary” and directing users to the full review on the website (05:47). For instance, a blog titled "10 Best Toaster Ovens" might translate into a Reddit post asking, “I’m looking into toaster ovens. Can you add some recommendations?” This method fosters engagement and encourages Redditors to visit the original site for comprehensive insights.

Keyword Research and Sentiment Analysis

Effective keyword research is crucial for Reddit marketing. Amy suggests appending "Reddit" to brand-specific keywords in tools like Ahrefs to uncover relevant discussions and sentiment. For example, searching “Nike review Reddit” can reveal user opinions such as “Is Nike legit?” (25:15). This insight allows marketers to create targeted content that addresses genuine user queries and concerns.

In handling existing Reddit threads with varying sentiments, Amy advises caution: “If something’s definitely negative sentiment, one thing you don’t want to do is add to the fire because comments and upvotes make that post better” (27:05). Instead, brands should focus on creating new, positive discussions rather than amplifying negative ones.

Building Engagement: Encouraging Interaction and Feedback

Engagement metrics like comments and upvotes significantly influence content visibility on Reddit. Amy shares, “If you have a post that said, I don’t agree with your list for CFOs… it can make your post have more engagement” (19:37). She underscores that fostering meaningful conversations through strong opinions and expert insights can enhance post performance and community interaction.

Cross-Posting and Community Building

Amy explains the benefits and best practices of cross-posting within Reddit. She advises adhering to each subreddit’s rules and ensuring that cross-posted content remains relevant and valuable. Effective community building also involves reaching out to active members, inviting them to join the branded subreddit, and encouraging them to contribute authentically.

She states, “If somebody comments on one of our posts, I will reach out through the mod mail and say thank you so much for your comment. Can you join our community” (21:12). This personal touch fosters a loyal and engaged community, enhancing the subreddit’s effectiveness as a traffic source.

Scaling Content Across Multiple Platforms

To maximize reach, Amy recommends diversifying content distribution across platforms like Medium and Quora, tailored uniquely to each. She notes, “We might have the same topic, but the approach to every single different platform is going to be different… we create fresh content for every single thing” (40:07). This strategy ensures content remains unique and valuable, preventing issues like duplicate content penalties while expanding SEO presence.

Risks and Mistakes to Avoid

Navigating Reddit requires careful adherence to community guidelines to avoid penalties such as bans or suspension. Amy cautions against spammy self-promotion and emphasizes the importance of genuine engagement: “You have to take a few extra steps and you have to, you know, give till it hurts, follow the rules, share” (36:38). She advises maintaining authenticity to preserve Redditors’ trust and sustain long-term traffic benefits.

Future Outlook: Sustaining Success Amidst Change

Looking ahead, Amy expresses optimism about Reddit’s role in the evolving search landscape. She reflects, “Because no matter how the SERPs change, I feel like we have a stake somewhere whether it’s… we still have our third party, but we still have our publishers” (47:34). Her focus remains on adapting content strategies to maintain a robust online presence, leveraging Reddit alongside other distribution channels to create a resilient traffic generation framework.

Final Tips: Embracing Community and Continuous Learning

Concluding the episode, Amy offers actionable advice for side hustlers:

1. Embrace Your Side Hustle: “Everybody needs to have a side hustle no matter how busy you are” (48:52). Engaging in side projects fosters creativity and opens new opportunities.

2. Be Genuine and Engaged: Authentic participation within Reddit communities builds trust and drives meaningful interactions.

3. Build and Own Your Subreddit: Establishing a branded subreddit provides a dedicated space for content distribution and community building.

4. Adapt and Evolve: Continuously refine content strategies based on engagement metrics and changing search algorithms to sustain traffic growth.

Notable Quotes

• Amy Aitman (02:25): “Reddit has found itself on the front page of just about every Google search.”

• Guest Expert (05:25): “If you are intimidated with Reddit, create your own subreddit and start distributing your content.”

• Guest Expert (27:05): “If something’s definitely negative sentiment, one thing you don’t want to do is add to the fire… focus on creating new, positive discussions.”

• Guest Expert (40:07): “We create fresh content for every single thing that we do, tailored uniquely to each platform.”

• Amy Aitman (48:52): “Everybody needs to have a side hustle no matter how busy you are.”

Conclusion

Episode 673 of The Side Hustle Show offers a comprehensive exploration of leveraging Reddit as a potent tool for driving website traffic in an era dominated by AI snippets and evolving search algorithms. Through expert insights and practical strategies, Amy Aitman provides listeners with actionable tips to harness Reddit’s potential, build engaged communities, and adapt to the shifting digital marketing landscape. For side hustlers looking to navigate these changes, embracing Reddit’s unique ecosystem presents a valuable opportunity to reclaim and amplify their online presence.

For more insights and actionable strategies, tune into The Side Hustle Show and visit SideHustleNation.com.