No matter how much you like blogging and producing fanatical content for your readers, it takes time and a lot of effort to output regularly. Individual marketing steps must be taken so that your published blog post is worth the energy you’ve spent. You’ve spent the energy on producing the content and finally, clicked the publish button and you’re probably thinking, what next? Before you get up and head over to the kitchen to make yourself a cup of coffee, there are a few more things to do! They are simple, but they are marketing steps you need to complete. There are a few things that will make a big difference to your blog content and your business. If you don’t take the following steps, then it’s probably not worth producing the blog content. You may even already do it, but do you do it for every blog post that you publish?
The reason I take these steps is that it gives each of my blog posts more exposure and drives relevant traffic back to the pages I want.
1. Sit back, admire and read
How do you feel about your newly published post? Does it cover the topic well? How would you feel if you were a visitor who read it for the first time? The whole idea is to appreciate what you have written and most importantly, gives you another chance to consume and make sure your content is grammatically sound. Another read is the last opportunity you will have to read over your material and correct any overlooked mistakes before the public gets to read it. (Of course, you can always update it, but consider the people who have already read it.) Share the post with your closest friends first and ask them for their feedback
2. Ask for opinions or an answer
A simple tactic. Asking for an opinion or adding a question to the end of your blog post can be the start of a conversation. Sometimes, that’s all it takes. However, often, the opinion or the question doesn’t arise until after you have published the post and had the last read. Where do you add this? You add it at the end of your blog content.
It may not provoke direct answers to the question, but it is a conversation starter. I, typically, don’t add this until I have published the post and read it through as a visitor would. You’ll look at it with a different perspective.
3. Post on Facebook
Yes, post on Facebook. Whether you post it on your personal profile or your Facebook page is your choice. Post to both? Sure why not. You probably will and should have a different audience on both pages. However, take a little care when posting on Facebook. Remember, your personal profile is visible to your friends and family who will probably care a little less about your post. It’s not like posting a day out with your family. In this case, I’d encourage you to add a little more emotional encouragement as to why this is invaluable for your friends and family to read and share.
If you’re posting to a Facebook page, it’s very similar regarding the emotional sentiment. However, with the added benefit that these fans have followed your page to learn more and so, mention the benefit and value of why they should tap the link and read the blog post. You may ask, “should I post them at different times?” No need, in fact, it is beneficial to display at the same time on both page and profile. The awareness and sharing facilitated are greater as you will see some cross-promotion between friends who are also page fans.
4. Set up and post as a graphic
If your brand lends itself to Instagram or Pinterest, then this blog post can be pushed through those channels too. I use Instagram, and I love what it has done for my business. Marketing steps taken carefully on Instagram is similar to any other social channel. It drives traffic. Create a graphic that is titled similar to the blog post. Add a subtitle that asks for an opinion or a question as in point number 2 above. Write a catchy caption and post it with the relevant hashtags that speaks most to your target audience.
One more thing to do, since you can’t add a clickable link to your Instagram caption, make sure you add the link to the blog post in your biography section. You can leave the link up for a few hours or until your next Instagram post. Within the caption, you can encourage followers to click the link in the bio section.
5. Tweet tweet
You can see where this is going. Yes, share the blog post on Twitter too. The point is that you can share your blog posts on whichever social media channels you are actively using. There is a reason you’re using the social channel and therefore, post it. On Twitter, I encourage you to share your blog post along with a link to the post, and why not share the image you created for Instagram or any other image on the blog. Did you know, tweets containing images or video have a higher click-through rate? So, go ahead and include the graphic too.
6. Empower groups
Are you on any LinkedIn or Facebook groups? Perhaps, industry forums? At any point in your engagement on the groups, was the blog post topic you’ve just written about discussed? This might be an excellent time to revisit those groups and offer your input by directing people to your blog content. Remember, the last thing you want to do is spam discussions.
However, if you have been engaging in discussions on a similar topic and feel this would add value to the group, then go ahead and share and explain why you’re sharing. Not only would people appreciate this, but they will also be willing to share it with their community.
7. Update old posts with new blog post links
If you have been blogging for a while and see much Google traffic coming to older blog posts, then that is great news. That only means Google loves that particular article and serves it up when people search. Why not increase the new blog page’s authority by linking the old post to the new one. Especially, if the content is relevant to the new post. This exercise will increase the validity of the new blog post and enhance the profile of the new blog post. Two reasons why this a must in our marketing steps; it helps the site’s optimization and continues to keep the old posts, relevant.
8. Email newsletters
Do you email? One reason readers sign up to your email list because they want to receive valuable information that your site offers directly to their inbox. If you haven’t explored this avenue yet, then you MUST do this immediately. I would encourage you to sign up for an email marketing service provider like Getresponse or Infusionsoft and begin to explore and utilize how to automate this process. You can send out an email to your subscribers every time you publish a new blog post. Email lists are very powerful for exposure and an easy way to notify readers of new blog posts. They are tremendous for building traffic and super for converting viewers into business.
9. Publish on LinkedIn
You are on LinkedIn, aren’t you? Publishing a post on LinkedIn is very quick and easy to do. LinkedIn does well for blog posts that are professional, high quality and niche. The niche part, I don’t mean something unheard off, but something that is unique with an added twist. Naturally, go to your LinkedIn feed and you have three options. Click on publish a post and start composing your post.
When it comes to writing the main body of the content, I would write a few short paragraphs of what the blog post is about enticing and encouraging the target audience on LinkedIn to click through and read the full post on your blog. LinkedIn creates auto-notifications telling people you have just published a new post, creates engagement and helps to build on your website traffic. LinkedIn is about business and so, make an educated decision on the type of content you post.
10. Championing comments
Firstly, make sure you have enabled the commenting feature on your blog posts. Secondly, keep an eye on the blog post and reply to any comments that follow. Finally, it is not a necessary that every comment needs a response. However, it is good to acknowledge your commenters with a reply simply out of courtesy and showing them that you’re listening. Most importantly, the comments show you’re there to help them should they have any questions.
The audience gradually becomes anchored to your future blog posts, and will make a conscious effort to return and share future articles. A significant thing to remember, just because you don’t get as many comments as you’d like doesn’t mean that no one is reading. Be aware of this and continue posting the best possible blog content very time. There are plenty of other marketing steps that you could take immediately after publishing a blog post, but the mentioned above should be a starting point. One thing that can be tricky here is keeping track of it all. I tend to keep meticulous spreadsheet details on posts, engagement, views, comments etc, and then put it all through Power BI to visualise the results. It’s probably not the most efficient way to do things, but it gives me some nice visual of which posts are successful and how I can improve others.
In essence, every time you publish a new blog post, set aside twenty minutes to follow the marketing steps. You need to be championing the content you publish by building momentum back to it.