How to Promote Your Blog Content
Content marketing is considered the “it thing” to do if you’re trying to promote your brand or business online, but a lot of people are unaware of how to do it successfully. A successful content marketing plan requires a mix of search engine optimization, social media promotion, email marketing and of course, good content. In order to promote your blog content, you have to utilize multiple resources to expose your followers to your new content and potentially reach new readers. To do this successfully, however, you have to know where to start.
Develop a Plan to Promote Your Blog Content
In order to properly promote your blog content, you need to have a plan in place that you will repeat, time and time again, each time you publish a new post. While it may sound a bit repetitive, it’s 100% necessary to get the results your hoping for by publishing content online. I encounter a lot of people (and was guilty of it myself years ago) who get discouraged when their strategy doesn’t work immediately, it’s important to remember that content marketing isn’t an instant gratification process. There will be a wait time.
The beauty of content marketing is that it can generate a huge following, drive visitors and ultimately, if you’ve done things right, increase sales. What discourages many people though, is not seeing an immediate reaction (or success) after they promote their content online. If you’re just starting out in the content marketing world, remember that you’re not going to have an immediate following. If you’re Twitter following includes 12 people, and 8 of those people are your existing employees or friends, you may not immediately get the response you wanted, but don’t give up!
For this reason specifically we need to develop a content marketing strategy to slowly generate more interest in your blog content over time. While the results won’t be instant, over time this strategy will prove worth every bit of effort you put into it.
1. Optimize Your Blog Content for Search Engines
If you want your blog content to be read by people looking for answers, you need to optimize your blog posts for search engines. In order to do this, you need to go into your post knowing what keywords or keyword phrases you want to optimize for as you write your content, and utilize them as you write.
If you’ve checked out my marketing toolkit, you know that I use WordPress SEO by Yoast to optimize my blog posts. While there is debate as to whether or not it’s the best option, I find that it makes it extremely easy to get the basics of SEO handled for each page/post I publish.
Keep in mind, that while your post may be optimized for search engines, that doesn’t mean it’s going to rank well or even generate new visitors to your site, it just sets up the framework to start the process. If your content isn’t worth reading, don’t expect great results regardless of how well optimized your post may be.
2. Share Your Blog Post on Facebook
You know just as well as I do that the entire world is addicted to Facebook. With that knowledge, it should come as no surprise that one of the best ways to get a buzz going is to share your blog post on Facebook. When you share your post, make sure that you’re either using a tool that will share your featured image, or that you publish manually and include a large format image. Don’t forget, images can help people click your post and read your content, pick a good one.
3. Tweet Your Content on Twitter
While sharing to Facebook is great, I find that if I want to reach people I don’t know personally, Twitter is the best place to do it. When sharing your content on Twitter, make sure that you include the big 3 in your Tweet:
- Intriguing/informative tweet with post title
- Link to your article
- Relevant hashtags
Make sure that the tweet includes something that will create enough interest to get your followers to click the link. “Check out my latest post” may not work nearly as well as “The 10 Best Ways to Sell Everything,” as it doesn’t provide any information about the post’s content.
4. Post Your Blog Post to Google+
Preface: I don’t care if you hate Google+, the bottom line is that Google loves Google+, so you really don’t have a choice.
Google+ has become a much bigger network than anyone ever expected (likely because Google forced everyone onto it) and that means that you need to be sharing your posts there. Aside from the potential SEO benefits, if you’re using Google Authorship, you will want to build a following on G+ to help become a recognized and trusted name.
5. Share on LinkedIn and LinkedIn Groups
You probably don’t check LinkedIn unless you received a recommendation or you’re searching for a new job, but it’s worth sharing. LinkedIn is a great resource when used properly, and can help you brand yourself as an authority on your topic. Don’t expect a major response like you would on Facebook or Twitter, but for a complete content marketing strategy, LinkedIn is a necessity.
If you’re a more active LinkedIn user (which I recommend that you become) share your post in relevant groups that you may be a part of. Despite your personal use level, LinkedIn groups are quite active and depending on your niche, can be a great way to get your content in front of the eyes that need it most.
6. Email an Update to Your Email List
If you’re not utilizing email marketing to help drive visitors to your content, start immediately. People who subscribe to your email list are 100% fans, they have told you that they absolutely want to see more content from you simply by subscribing to your newsletter. Don’t let them down, share your latest posts to your subscriber list every time you post.
When you send out an email, don’t just announce that you posted an article. Include a brief summary with a catchy “call to action” that will encourage them to click and read the article.
7. Keep Sharing Your Content
If you haven’t done so yet, and you’re using WordPress for your blog, take a look at my marketing toolkit and get a the Tweet Old Post plugin. This plugin will regularly share your post, and all of your other posts, at an interval set on your website. Twitter is a quick moving network, the more you tweet about your posts, the more chances you have that people will see your content.
Note: If your post is news related or outdated, make sure it’s excluded from being shared over and over. You don’t want to be caught sharing an article about a Facebook update from 2 years ago that isn’t even functional anymore (yes, I’m guilty of this and was quite embarrassed when someone called me out on it).
Don’t Give Up, Never Surrender
I cannot stress enough that the most important part of your content marketing strategy is to never, ever give up on it. There is no such thing as immediate results or instant gratification in the content marketing world, unless of course you already have a huge following. If you did, you probably wouldn’t be asking for help. Remember that these steps are the absolute essentials, there are plenty of other networks that you can utilize to market your content online that may work well for your industry.
Check out my marketing toolkit for some essential tools to make the most of your content marketing experience.