You may create great content, but if you don’t promote it, you might as well throw money in the trash. As part of your inbound marketing and search engine optimization (SEO) strategy, it’s crucial to promote your content to increase your brand visibility, engage with consumers and earn links back to your pages.
The Best Ways to Promote Your Blog:
Syndicate Blog Content
There are blog networks that cater to almost every niche and consumer persona that allow you to widely share your content on external sites. Determine the kinds of content your personas are most likely to read and contact the heads of these blog networks or other content partnerships.
There are other sites like the Huffington Post that allow you to sign up for an account to begin posting content instantly. Before posting, consider whether syndicating content is right for your site. Places with your syndicated content may end up ranking higher than the original page on your site so weigh the benefits and risks of posting the same content.
Post Content on Social Media
It’s a no brainer that one of the best places to promote your blog is on social media. Which sites you use will depend on your consumer personas.
Based on the number of active users alone, Facebook and Twitter are popular choices. The Pew Research Center found 8 in 10 of all internet users have a Facebook account. Facebook is proven popular among both the young and old as an estimated 88 percent of Facebook users are between the ages of 18 and 29 while on the other end of the spectrum, 62 percent of them are 65 years and older.
On Twitter, nearly 1 in 4 of internet users have a Twitter account. However, only 10 percent of seniors use this platform compared to 36 percent of adults ages 18 to 29 so blogs with older targeted demographics should look into other social networking sites.
Besides age, gender is another way to choose the right social media site to promote your blog. About three-fourths of adults online who use Facebook are men and 83 percent are women. There is an even larger divide between gender on sites like Pinterest where 45 percent of female online adults use this network to pin and share posts compared to just 17 percent of male adults.
These are good places to start to ensure your content reaches your desired audience on social media.
Comment On Other Blogs
Without being on the verge of spamming, post feedback or helpful suggestions on the comment sections of blog similar to your site. Not only does this increase the chance that the blog’s followers will hear about your site, you are already interacting with leads and potential customers. Carefully choose whether to include links to your site because site moderators may see these comments as spammy and delete them.
Build a Media Outreach List
If you know your target audience very well, start accumulating a list of media contacts who would be interested in writing about or sharing your content. While there are sites where you can pay to submit a press release, building a media list by searching for contacts on similar sites does not cost money -- a perfect solution for budget-conscious marketers. Send out links to your blog content along with a press release or similar statement in a mass email to media contacts.
Send Email Blasts To Subscribers
As one of the most effective ways to promote your blog, newsletters are a frequently used inbound marketing tool to interact with users and generate revenue. According to CampaignMonitor, email has the highest return on investment for marketers, earning $38 for every $1 spent.
If you don’t already have a subscription option, select an email marketing platform and establish a page or section for leads and current customers to sign up for a newsletter using their email address, name or other contact information.
While getting email list subscribers is a big challenge for inbound marketers, keeping them around with interesting content is an even greater challenge. Promote your blog by including posts in email newsletters. To entice subscribers to open the email, lead with a subject line featuring the title of a best-performing blog post or start with a question that is answered by your content.
In addition, include social media links in your email so your subscribers can easily share content with their followers and friends.
Optimize SEO Keywords For Blog Content
Search engines are some of the best promoters for blog content because search engine result pages prominently display the most relevant and helpful pages. Use keyword research to find words and phrases that describe your products and services, blog and other related topics. Narrow down these keywords by monthly search volume and competition from other high-ranking sites. Include these keywords in your blog along with links to related landing pages to enhance your page rankings.
Submit a Guest Blog
If your potential customers are likely to frequent a particular blog, look into sending a guest post. Search for whom to contact to submit a blog, the guidelines for the guest blog post submission and review the style of the publication to make sure your content is a good fit.
Following the guest blog guidelines is especially important because your targeted publication may restrict your use of link backs to your site or have special rules like having exclusive access to content.
Create a Custom Infographic
When people think of blogs, they instantly imagine a wall of text. To add more visual appeal to blog text, make a custom infographic that will illustrate the message and data of your content and enhance the likelihood of social media shares. Mass Planner revealed infographics are three times more likely to be liked and shared on social media than other visuals.
Infographics do not require a creative/graphic designs department or weeks of time to complete. One option to use for infographics is Canva, which is intuitive to use with drag-and-drop features, includes free images and icons and has infographic templates to start designing immediately.
Analyze the Best Times to Post
When posting on social media, know when you will reach the optimal number of followers to better your chances to promote your blog. For example, HubSpot suggests the best times to post on Facebook is between 3 p.m. and 4 p.m. on Wednesdays and 12 p.m. and 1 p.m. on weekends.
However, these time frames may not give you the maximum amount of exposure depending on your audience so doing your own research into your site’s optimal posting times is essential. Social media sites like Facebook have built-in analytics to show you how many followers have seen individual posts and there are other social media management programs that can also help calculate the best times to post.
Use Social Media & Posting Automation Tools
After analyzing when to post, you can use social media management programs to automatically schedule your posts so they can reach their largest audience. Buffer is a popular free tool for social media automation and scheduling, giving users the power to shorten links, populate posts with images and share content with ease. You can also schedule content to be reposted again at a different time, repurposing your content and stretching the longevity of your social media calendar.
Display Social Media Buttons on Your Website
Insert buttons for your chosen networks on your blog so users will share your content as well as follow your social media accounts. Also include these social media sharing buttons on your landing pages, Contact Us section and other site areas that can benefit from easy access to your social channels. You can also choose to set up social media buttons to show up on your site’s sidebar or footer so visitors can share any page.
WordPress and other similar content management systems have widgets for social media buttons. If you do not use a content management system with widgets, social media channels can give you an HTML code to copy and paste to display sharing buttons. Facebook gives an example of this share button code on its site.
Sign Up for Reddit and Other Aggregate Sites
Although social media sites already have high levels of user numbers, you shouldn’t ignore the traffic you can generate from aggregate sites. These sites -- the most notable being Reddit and StumbleUpon -- specialize in social sharing, where users can promote your blog and vote on content they like. Submit your blogs to aggregate sites not only to have users share content, but also gain feedback on what is popular and what is not among readers.
There are countless ways to highlight your blog and engage with users. The most important step is to simply begin to promote your blog and put content where your leads and customers see it, rather than leaving it to languish in the “previous pages” of your site.