Congratulations! You’ve finished writing an epic blog post.
So, now what?
Leaving your blog to gather dust on your website isn’t going to accomplish much for you and your bottom line. Unfortunately, a lot of companies think that blogging is all about the writing, which means that they forget about the big “P”: Promotion.
While it’s true that you need some writing prowess to create high-quality content for your blog – you can’t just assume that readers will find it on their own. You’re going to need some promotion strategies to help you:
- Attract backlinks to your site
- Trigger social sharing
- Drive traffic from new audiences
- Bring back existing audiences
- Nurture potential conversions
The good news?
We’ve got 5 tried and tested blog promotion strategies to get you started.
1. Create Content That Gets People Talking
We mentioned above that high-quality content is crucial to a successful blogging strategy. Marketers who prioritize effective blogging efforts are 13 times more likely to generate ROI. Why? Because valuable blogs:
- Highlight your status as a thought leader
- Keep people on your website for longer
- Educate and entertain your audience (Creating loyalty)
[bctt tweet=”What’s more, the right content also offers you a valuable promotion strategy.” username=”relevance”]
It gets your audience to do some of your marketing for you.
If your visitors love what they read on your blog and find it interesting, then they’ll share it with their friends, colleagues, and anyone else they can think of too. This boosts your reach astronomically. So, how do you create content that people want to share?
- Cover a topic that’s valuable to your audience: Use Buzzsumo.com to find topics that are trending or ask your sales team what kind of questions they get from customers.
- Address something new: Don’t just rehash what you’ve found elsewhere online, put your own insights and personality into each blog.
- Make it easy for customers to do your promotion: Include social sharing links in each blog so your customers just need to tap to promote. Check out this example from Hubspot, for instance:
2. Master Your Email List
In an age of influencer marketing and social media, people frequently overlook the humble email list.
Sure, it’s not the sexiest or most modern option for promotion – but that doesn’t mean it’s not useful.
In fact, your email list could be one of the most valuable promotion systems you have. Campaign Monitor suggests that you’re six times more likely to get a click or conversion from an email campaign than you are from a tweet.
The great thing about email lists is that they’re putting you face-to-face with slightly warmer leads too. You’re not just reaching out to anyone; you’re connecting with people who have already confirmed that they want to hear from you.
Once you publish a new piece of content:
- Send an update to your list with a short teaser of the content that makes them eager to read more. A snippet or quote from your blog is excellent.
- Five days after the first message, use your analytics and find out how many people opened it. Send the message again with a new subject line to the same group.
- Consider sending special alerts to customers based on segmented audience lists in your email campaign. For instance, if you’re a digital marketing company, you could segment your audience according to their interest in social media, content marketing, and SEO.
You can see from the image below how they have segmented out audience into either general SEO, Dentists and Facebook audiences. This allows them to get hyper specific with email content for each group and keep them engaged with the brand.
3. Connect with Your Community
The chances are that you already have a handful of people that connect with your business. These might be people on a specific forum or community group, or just your followers on social media.
Whenever you post a new blog, make sure that you reach out to your existing fans, and let them know all about it. Not only will you potentially pull more traffic back to your blog from people who already love your company, but you’ll boost your chances of word-of-mouth marketing this way too.
- Posting a link to your blog on social media groups: Facebook and LinkedIn are a great way to draw eyes to your content. You can even publish a syndicated piece of a blog post on LinkedIn to draw people back to your website. The idea here is to share just enough to give your audience a taste of what they can learn about, then link them back to your blog.
- Content promotion networks: If you’re starting your blog promotion strategy from scratch, then you could always consider a paid promotion network like Viral Content Bee. Alternatively, place your blog on Quuu.com and let other people share it as part of their social media marketing campaigns.
- Community forums: Forums like Reddit and Quora are incredibly valuable for gaining attention for your website. The best way to make the most of these platforms is to answer the questions that your customers already have. Look at subreddits on Reddit where people have queries about your particular industry, then link them back to your site with an insightful answer to their question. Post information on Quora with snippets from your blog that provide useful information to your audience. Remember to fill out your profile so people know where you come from:
4. Pay to Promote
While pay to play isn’t as much fun as getting tons of traffic for free – it does get the job done.
Pay to promote strategies often work best as initial launching pads for your blog or website. While things like Facebook Ads and PPC might not bring you loyal customers in the long-term, they will generate the initial excitement that helps people to find your content.
Ideally, you’ll want to mix-and-match different paid promotion techniques with organic strategies.
For instance, rather than just looking for the keywords that are most lucrative for you to bid for with your PPC campaign on AdWords, choose terms that are suitable for both paid search and SEO.
At the same time, when you’re creating targeted ads on Facebook, use the insights you glean from your marketing analytics to update your customer personas. This will allow you to adjust your blog writing strategy accordingly. Paid options you can use include:
- PPC: Bidding for keywords that relate to your business or industry will help you to attract valuable and relevant customers to your company. PPC places your content at the top of the search engines, so it’s easier for it to be seen
- Content display networks: Companies like “Outbrain” will share your content on relevant new sites and blogs, allowing you to achieve more exposure around the web.
- Social media paid advertising: Tools like Facebook and Instagram allow companies to create highly targeted advertisements that reach a specific audience. You can choose where you want your customers to be, what you’d like their hobbies to be and more.
This paid Facebook ad from Air Asia instantly grabs attention with the term “Free Seats”, as well as a picture to engage the customer. Remember, graphics in your paid promotions can significantly heighten your click through rate.
5. Try Guest Blogging
Last but not least, guest blogging may be one of the best inbound marketing strategies there is.
Because it’s easy to do, and it works.
Millions of blogs and business sites are already willing to accept in-depth and high-quality guest articles. The moment you’re accepted for a guest blog pitch, you’re instantly reaching a huge audience that you never had access to before.
What’s more, your customers actually appreciate seeing blogs from other authors on their favourite websites. 62.96% of people say that they perceive blogs with multiple authors to be more credible.
If you’re not established enough to grab the attention of a high-value company or blog straight away, then you can always try writing for Medium instead.
Before you start trying to succeed with guest blogs, however, you’re going to need to remember the golden rules.
- Always read the guest blogging guideline before you get started: Most companies will have specific restrictions on the kind of content that they’ll publish. Don’t waste anyone’s time with poor-quality or incorrectly formatted posts.
- Create unique outreach emails for every blog: Copy/pasted pitches won’t get you anywhere. Capture the company’s attention by mentioning blogs you’ve already seen on their website that you love. Remember to highlight the value that you can offer too.
- Focus on finding the right audience: Make sure that the audience on the guest blog site is similar to the one that you want to target. There’s no point in writing posts for an irrelevant website, or one that isn’t going to support your bottom line.
Remember to include backlinks to your own website in your guest posts too. The website owner will indicate how many links you’re allowed. Some companies only permit one link in a bio, while others allow you to embed links in your content, if they are relevant.
Summing it Up
Blogs are a fantastic way to promote your website, get people excited about your brand, and even generate sales. However, they’re not going to make your business successful on their own. If you want your blogs to generate real results for your company, then you’re going to need to promote them.
The five strategies above are all excellent forms of promotion – and you can even mix and match them to boost your chances of better results. Remember, measure your performance as you go so you can determine which strategies work best for you.