If you’re publishing with any frequency on your company’s blog, you know exactly how challenging it can be to get eyeballs on that content. Yes, you need to create content that people want to read and that adds value, but you also need a strategy for how to promote your blog posts to get more readers.
With blogging, so much focus is put on the process of writing and publishing content that promotion gets overlooked. Once that oh-so-amazing blog content is published is when the real work begins.
So, while you’re furiously planning your blog editorial calendar, you should also be designing a promotional plan to go with every single blog post.
To help you do that, let’s break down how to promote your posts from the day of publishing and beyond:
Your post is published, so now what? The question you need to answer here is how do you get people to your post and connect with YOUR audience so your content is found, read, and shared.
The key is to figure out where your ideal audience can be found. Promoting to a bunch of places with wrong-for-you readers isn’t going to do much to get eyeballs on your content — and ultimately leads — for your product or service.
Start by cultivating a list of places to promote your post based on where you know your ideal audience is. Then, create a checklist so that once you publish, you know exactly where to share your new post.
What should you include on your list? That will depend on your target audience, but here are a few suggestions:
- Social media networks
- Craft a series of social media updates/images for each social network.
- Call out any expert sources you refer to in your post on social media.
- Share in groups you’re involved in.
- Promote via an ad on Facebook.
- Reach out to influencers via email.
- Send out the post via email, share in your next customer newsletter.
- Submit it to Scoop.it or Reddit.
- Answer questions with your post on Quora.
This is by no means an exhaustive list, but it’s a good place to start.
The key is that you work the plan, and there’s time set aside for members of your team to promote that post for the next few days.
The Week After Publishing
Extend the life of your content by ensuring you continue to promote your post the week after you publish.
The big one is continuing to share it on social media with new updates, fresh images and more. Don’t assume that because you had two tweets and a Facebook update about the post that everyone saw it.
Social media moves fast, so your content likely isn’t being seen by even a fraction of your total possible audience.
Beyond social, this is a good time to consider republishing the content on other networks, including Medium, or even syndicating to websites within your industry. Many sites enable you to publish content that you’ve already published as long as it’s valuable and not promotional in nature.
Look for ways to get creative with your promotion. Maybe your blog post can be turned into an infographic or slideshow to be posted on Slideshare, a live video stream on your company’s Facebook page, or an email campaign with your prospects.
The key is to get creative and continue to share this content over and over again, so it doesn’t lose momentum.
Weeks and Months to Come
If you’re publishing weekly, it’s easy to create a seven-day promotion cycle and then simply move on to your next post. However, there’s so much possibility in each piece of your published content.
Every month, spend time planning out how to maximize that content, so you can continue to use it as an asset. Instead of continuously creating more and more content, find ways to take your content and breath new life into it.
My challenge to you is to take each piece of content and recycle it using at least one of the below ideas:
Repurpose into another format: Turn the post into a podcast episode, audio training, video training or other piece of content you can publish. Remember, you should only be covering a set number of topics and themes, so you will cover the same topic more than once.
Create an ultimate guide: Take all of your posts on a theme and turn them into a piece of opt-in content, such as an “ultimate guide,” that subscribers can sign up for.
Develop cornerstone posts: Create cornerstone content (which Google loves!) by combining old posts into a mega post that builds your company’s authority on a specific theme.
Reshare old posts: Resurface your posts using a social media tool like EDGAR, Agorapulse, or Recurpost so your best content continues to be seen and shared. (And consider creating new images to go with it, or try using a GIF or something else to engage your audience.)
Pitch as contributed articles: Take your existing blog post ideas and pitch them as contributed articles from your executives for your industry’s publications or websites. (I like to change the headline and intro, but the bulk of the content can be the same.)
If possible, as you’re planning content, give thought to how you’ll extend the life of each post you create. This will allow you to identify any assets you may need to develop to accompany the post. Many of my clients have found it helpful to stop looking at blog posts as individual posts by approaching each one as a complete standalone campaign.
Are you ready to start promoting and not just publishing your posts? Make this a priority for 2019, and you’ll reap the benefits of greater traffic and more of your content being seen.
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