23 Oct 8 (Somewhat) Easy Ways to Promote Blog Content
with the amount of traffic, social shares and engagement it receives.
We’d all like to think it’s as easy as “if we write it, they will come,” but it doesn’t always work that way. Yes, some traffic is gained just by creating awesome content that’s found by readers through organic search. But in order to achieve the kind of traffic you think your content deserves, blog posts need promotion.
There are MANY different strategies regarding blog promotion, some paid, some unpaid, and some more difficult than others. For this post, I’m going to assume that you don’t have a budget and that running a blog isn’t your full time job. So below are a handful of not terribly time consuming (or easily automated) promotional activities that can help take your content to the next level.
- Guest posts – Build authority for your blog by inviting experts to guest post or participate in Q&As. This tactic not only provides new and interesting content for your blog, but it can open you up to a whole new audience when your guest blogger promotes the post for him/herself.
- SEO – Paying attention to keywords and making sure to use them in headlines, tags, and throughout your content should be imperative for everyone. Getting found by the right audiences, via the right searches, is always a primary goal.
- Set up your site for success:
- Encourage site crawl – Include call-to-action buttons, links to other content, and a side bar of links to popular and recent posts is a great way to encourage lengthy and repeat visits.
- Social Sharing – Make it easy for readers to share your content across their social channels while they’re consuming it. They easier you make it, the more likely they’ll share it.
- Create an army – Make sure your company is aware of the content you’re producing and using it to the best advantage. For instance, sales teams can share content with potential customers, executives can use it to raise their individual profiles, PR teams can use it as thought leadership pitch topics, and so on. Don’t forget: All employees should have blog links in their email signatures.
- Guest posting – Build authority for your experts by finding opportunities to guest post or participate in Q&As on blogs that hit the readers you’re looking for. This tactic can open you up to a whole new audience and create authority for your experts. Additionally, many industries have newsletters and other publications that take contributed content, even if it’s been posted elsewhere. Seek these out and submit your best content for syndication.
- Social channels– This one is a no brainer. Most bloggers are already using their social channels to re-post their content, but there is always more that could be done. Here are some helpful hints on a few social channels:
- LinkedIn – Blog posts can be shared in personal status updates, on company pages, as full posts using the publishing platform, and/or within specific niche or industry groups.
- Twitter – By now most bloggers are at least posting their latest content on Twitter when it goes live, usually in an automated fashion. But this tactic alone isn’t going to get your blog to the next level. First, take the time to engage, share content other than your own blog posts, and become an influencer yourself. Additionally, taking advantage of prepping automated posts to go live at later times (weeks, even months later) can give your content a longer shelf life and hit potential readers that may have missed it the first time.
- Facebook – Similar to Twitter content, Facebook content can be re-posted multiple times and in different formats, including images and video.
- Google+ – As Jennifer explains here, Google+ may not be where you spend a ton of time, but Google OWNS search – so put your content here to get it indexed.
- Bookmarking sites – This may seem ridiculously old school, but it does still work! Digg, Reddit, StumbleUpon, Scoop.it, and Delicious all provide easy ways to bookmark and tag content so it can be easily found and shared with readers.
- Commenting – Commenting on relevant blogs is a great way to create relationships with other bloggers and readers. This may not be practical for all business bloggers, but it could connect you with influencers you didn’t even know existed. However, make sure you are on-topic and not overly self-promotional or you can do more harm than good.
One final piece of advice here: When you’re knee-deep in analytics, it’s easy to get frustrated by underwhelming blog performance. But sometimes a simple change of mindset makes a huge difference. Taking the time to really think about your visitors as human beings can help you analyze their needs more effectively and decipher what they’re telling you through their visits, searches, and clicks.