Knowing how to Promote your Blog Post is as important as creating high-quality content. You could have written an article that would impress James Joyce himself but unless it makes it past the competitive noise of Digital Marketing your efforts could go completely unnoticed. It’s important to position yourself in the industry and develop a strong relationship with your followers so that your readers are already interested when your content is published. Putting an emphasis on your blog posting does not just drive readers and potential readers to your articles but can drive traffic to your website, increase your SEO and position your brand as an expert in your industry.
No one teaches you how to promote your blog post in university so I have been learning by doing and reaching out to industry experts I asked:
Quora: ‘How do you promote your Content Online?’
Groups on Facebook: ‘What techniques do you use to promote your Blog Posts?’
and ‘What is the most important part of promoting your Blog Posts?’
I got a good response and then used all of these techniques to promote our last three Blog Posts:
- Best Social Media Automation Tools
- 70% of Marketers are not in Control of their Links
- Best Chrome Extensions for Social Media Managers
Our analytics showed that these articles gained more interested than many of the previous weeks.
How to Promote Your Blog Post!
Who exactly are you writing to? Mostly men? Mostly women? Generation X or Generation Y? Do they have children? Where do they live? What is their educational background?
Before you put pen to paper you have to create a buyer persona. These important questions verify exactly who your demographic is. This will affect the platform you choose for sharing, what you writing and how you write your message in order to appeal directly to your audience. The strongest buyer personas are created through Market Research. Never assume, run surveys, ask questions on Social Media and/or email users, they will tell you who they are and why they have chosen your product or service.
Hubspot offers a pretty good template to graph your buyer persona. If you are completely new to this area they also offer a Free Inbound Marketing Course.
Once you have determined your demographic you can reach them on the platforms they use and at the times they are usually online.
The next step still isn’t writing or promoting. It is tracking and it is super important. You have to track and analyze the results! Without tracking you don’t know how well a campaign compared to another or what content is reaching your target demographic. You’re just creating and sharing without optimizing your process.
Our sister company, ClickMeter has a WordPress plugin this is what we use to track. We determine the popularity of a blog post can by how many unique views we get and if those views are coming from your target audience. (by ‘we’ I mean my boss and me). Next, we look at the conversion rate. This is how many people signed up to your site or bought your product or service. The success of an article should be calculated by dividing conversions and views then comparing. ClickMeter wrote an article on how to analyze the data you receive from WordPress called ‘How to track your WordPress Blog’. The important thing is we know what actions have been taken by whom and if there is anything you can do to improve the process.
Writing and Intriguing
Entice the reader, make an impact, give context and add value! Stick to those rules and you’re on to a winner
Each article or blog post should have a benefit to both you and the reader. Rebrandly writing about fabulous festival hair would be beneficial to some readers but would add no real benefit. It would also bear no relevance to what our data has suggested our customers are interested in and listening to your readers want is important.
Finally be clear and concise!! A Public Relations Lecturer I had would always say:
Language was made so that we could communicate and not to confuse each other. Don’t try to impress me with words you don’t really understand, just tell me like I’m the man down the road.
It makes sense, if you want people to listen to your message don’t make it difficult to consume. Use images, create infographics, make sure busy people can scroll and learn.
Promote your blog post naturally by making it easily to discovery when people search for similar content. If you are using WordPress the Yoast SEO tool will give you tips as to improve your SEO ranking. I try to use one main keyword in the title, first paragraph, metadata and then at least 3 times throughout the article. In this article, I choose the keyword ‘promote your blog post’. I always also pick a secondary keyword for this article ‘promoting your blog post’ similar to the main keyword and use it where possible. Repeat your keywords 3 to 4 times depending on the length of the article. In addition to this, you can add keywords to tags, images, and your URL slug.
Assuming that you are writing in a similar sphere all the time you should add similar articles to your post. That might be throughout the article or at the end with a ‘You Might Also Like’ or ‘Further Reading’.
Friends! Make Friends, Nurture Friends!
Before you start to promote your blog post make friends, create a community. Hubspot’s blog is a good example of a well established, nurtured community. Once you have made connections they will be more likely to care about what you have to say. Hard sales rarely work online where everyone is competing for airtime.
Start by sharing other people’s content and tag them so they know you are supporting what they have to say. This will not only get you noticed by potential friends but will also add value to your followers.
If you are looking to get noticed by a certain demographic, including industry leaders and influencers in your article by mentioning or quoting them. For this article, we will reach out to everyone mentioned and go back to the people we asked for advice. You can then contact them to Tweet about your blog. Alternatively, you can tag them in your post while promoting your content. If this is successful approach them about guest blogging or even co-marketing, it will benefit all parties.
Then we get to nurture. This is a rule for life, not just marketing, don’t forget about those who already care in search of new friends!! Nurture your readers, send them in-app or email messages, set up a newsletter, offer special deals. Don’t punish them for their loyalty.
Reach out to Extended Communities
I post on Medium.com, Inbound, Growth Hacker, Hacker News and a number of LinkedIn Marketing, PR and Social Media Marketing groups. There are many sites and communities where you can share. These are just site relevant to Rebrandly’s blog promotion procedure.
Social Media – Share Don’t Spam
Social Media is about connecting people, having a conversation and listening to what others have to say. It’s not a loudspeaker you can shout into and everyone has to take notice. As Pawan Deshpande the CEO of Curata said:
Content Marketing is like a first date, if all you do is talk about yourself there won’t be a second date.
Hashtag but use the right hashtags. Don’t just use popular hashtags that bare no relevance to your product, it would be the same thing as getting a loudspeaker and announcing great offers on car insurance at Frozen on Ice, sure thousands of people will have heard your message but how many of them do you think care? Write a list of your possible keywords then check on RiteTag if they are keywords that will get you seen, then happy hashtagging!
Make even more friends with the mention function. If you can mention in your article someone, tag them to tell them. If you used a brand as an example or included them in a list of best snapchatter etc tell them. You can even ask them to share or retweet it.
When you have followed our list How to promote your blog post and you’re happy with how you have positioned your post, then use it again and again. If you take the time to create quality content to share on social media then use it more than once. Not daily but add it to a library of evergreen content, SocialBee and MeetEdgar will let you do this with ease.
There are many things you can do to promote your blog post online. These are just some basic ideas taken from my own experience by asking industry experts and applying their suggestions. I am still learning and would love to hear more about how all of you promote your content:
It is very important to remember when you are sharing to use your brand name by sharing a Rebrandly Branded Link. Check if your brand name is available here.
- ClickMeter: Distribute Your Blog Post
- ClickMeter: Places to Promote Your Blog in Forums
- How to Quickly Find and Grow Your Twitter Following the Right Way
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- Blog Post Promotion
- How to Promote your Blog Post
- Promoting Content Online
- Promote your Blog Post