You’ve created a valuable resource for your audience, which you want them to read. But how will people ever know that you’ve written this great blog post? If your website is relatively new, no one will ever get to your blog from search engines.
Even if you have plenty of organic visitors coming to your website, you still need to consider growing your audience and ensuring people who visit your site find new interactive content. Fortunately, there are many effective ways to promote your blog after publication. Here are seven strategies you can try.
1. Share it on social media
If you have already built a good social media presence, you should leverage these platforms to share your blog posts. Promoting your blog on social media platforms like Twitter and Facebook will bring people who already follow you to your site, and posting scheduling tools make that task much easier.
That is what WP Beginners does. They share new content through their Facebook page, where they have an engaged audience, and it always gets many reactions.
For example, the post in the screenshot above got 457 reactions, 36 comments, and nine shares. I’m sure a lot of people who reacted to the post visited the site as well.
You can’t take these high levels of social engagement for granted, though. As a marketer, gone are the jolly days when you got high engagement levels and shares.
Facebook organic reach is on the decline. Only 5.2% of people who like your page are likely to see the content. LinkedIn, on the other hand, has the highest organic reach of any social media channel. Regardless of the social platform, though, companies tend to reduce the reach of content that sends people to other sites.
There are many ways you can increase your organic reach, so more people see your blog post.
You can get creative with your content. You can engage your audience by asking people to solve a puzzle or play a game, for example. That’s what Girls Who Code does:
Sharing engaging content will bring people to your page or profile, making it more likely they see your blog post. Another way to increase your reach is by mentioning people or companies whose work you referenced in your blog post.
Diggity Marketing does this all the time when promoting content through Twitter.
When sharing content online, offer your audience a mix of content. You shouldn’t exclusively share blog posts. Mix it up by sharing updates and even articles from other publications.
2. Give paid marketing a chance
You can promote blog posts on social media using paid ads as well. LinkedIn, Google Ads, and Facebook are the three most popular paid marketing channels. Paid content marketing campaigns are a great way to amplify the reach of your best content.
Many viral marketing sites use Facebook, for example, to promote blog content. Let me use Bored Panda as an example. This site has 15 million followers on its Facebook page.
Viral sites like this will amplify their most popular content with paid advertising to generate more reach. This type of paid marketing strategy is a great way to increase the chance of your content going viral.
On the other hand, you can use paid Google Ads to gather relevant data to optimize your content in the SERPs. For example, you can test different meta headlines and meta descriptions to see which one gets the best Click-Through Rates (CTR).
Paid advertising is a great way to increase the reach of your content and gather valuable insights. You can also gather valuable information about how people engage with your content. For example, you can track your CTR, bounce rate and time on the page using tools like Google Analytics.
3. Post it on subreddits
Reddit is a forum where you can share, vote, and discuss content. Subreddits are niche forums or specific groups that discuss a particular topic. It is one of the most popular online sites with around 52 million daily active users.
While the platform shares a lot of similarities with social media. Ph.D. researcher Tim Squirrel makes the distinction between Reddit and Facebook: “If Facebook is people you know sharing things you don’t care about, Reddit is things you care about shared by people you don’t know.”
Reddit is a great channel for promoting content. Big brands like Nordstrom, Toyota, and Audi are using subreddits to promote content. So, if you aren’t on Reddit yet, register now as a lot of opportunities await there for you. Join a subreddit relating to your niche, and start promoting your blogs there.
The best way to promote your content is to engage with the community and share your content occasionally. If you only post your blog content, you will annoy people and quickly find yourself kicked out of a subreddit.
4. Promote through email marketing
Email marketing allows you to connect with your audience on a personal level. So, this is one of the best ways to promote your business, whether a product or your blog post.
Email marketing works because people willingly gave you their email addresses, something which is personal. That means they are interested in receiving your content and your services. Here’s how Randi Garrett Design promotes blog content to his subscribers:
The company has one featured post and a Recent Posts section with more content.
Now, if you don’t have an email list, then build one. David Campbell, Marketing Strategist at Right Inbox states that it’s important to remember that marketing is about value exchange. Create something your audience would find valuable that you can offer them in exchange for their email address. That’s your lead magnet. Your lead magnet can be a free course or an ebook, or a free webinar.
5. Use influencers to expand your reach
Influencers can be great content partners. If you can get an influencer to share your content, there’s a good chance you’ll get a flood of visitors heading over to your website.
But how do you get an influencer to help you?
Effective marketing is about a value exchange. Ask yourself how you can help the influencer before asking for something in exchange. For example, if you’re writing a guest post on a high authority site, you might ask them for a quote.
An influencer is likely to respond to this type of request. If you get them featured on an authority site, they are much more likely to respond positively to your request to share your content.
6. Network with other bloggers
You can also share your blog post with other bloggers in your niche or shoulder niche.
What is a shoulder niche?
Let’s say your blog is about social media marketing. Many bloggers write specifically about SEO. Both the niches fall under the category of digital marketing. So, SEO and SMM are shoulder-niches to each other. The SEO blogger has likely mentioned something related to SMM in his work. You can reach out to the SEO blogger and ask him to mention your website.
Guess what the benefit of having a friend from your shoulder niche is? It’s that they are not your competitors. So, they won’t hesitate to mention your work on their platform.
Backlinko and Buzzsumo are perfect examples. Both are digital marketing industry experts, but that didn’t stop them from collaborating and creating a report on content marketing. They promoted this report on both of their blogs.
7. Repurpose your content
Repurposing your content means shaping your content into another format that your audience will love to see. You can transform your blog posts into YouTube videos to cater to people who prefer to watch online videos. You can convert your content into various other forms, like ebooks, slides, among others.
When creating content for a different format, make sure it provides value to your audience. Check out this example from Ad Espresso, which wrote a blog post on social proof marketing.
They then converted that article into a presentation on Slideshare.
They could have easily used the same content on a platform like LinkedIn by packaging it slightly differently. A small presentation of a couple of slides and a good LinkedIn headline would have generated clicks back to their blog.
There are plenty of advantages to repurposing content. Yes. It saves time. Because you’re not working on something entirely new, you’ll reach a new audience. It also establishes your authority in that subject and adds longevity to your content.
Writing the best blog post is not enough. What good is that if no one else can read it? You need to find ways to get that blog post in front of your audience. In other words, you need to promote a blog post.
This article shared seven ways you can promote your blog post after publication. Promote your blog post on social media, post it on subreddits, use paid ads and email marketing, and leverage influencers. Network with other bloggers and, finally, repurpose your blog post into other forms.
Choose the ones that work the best for you, and you’ll get eyes on your content soon enough. Who knows? Your blog post might just even go viral. Good luck!
Owen Baker is a content marketer for Voila Norbert, an online email verification tool. He has spent most of the last decade working online for a range of marketing companies. When he’s not busy writing, you can find him in the kitchen mastering new dishes.