Promoting Blog Content

October 2017

You’ve written a killer piece of blog content for your website. You want to make sure it finds the audience you think it deserves. You just aren’t sure where to start. How can you get a blog post noticed in the fast-paced, crowded world of online content marketing?

Related: Using Social Media to Market Your Law Firm

First off, it’s important to recognize the SEO value of your blog post. High-quality blog content that is original, informative, well-written, and targeted toward specific keywords will help your Google rankings. Ultimately, your blog is going to benefit your site and your business, even if it doesn’t get much traction immediately.

Still, there is something satisfying about getting your blog post noticed now—especially if you think it’s one of the best pieces on the web about a certain topic. And frankly, you should be seeking to drive engagement, conversation, traffic, and conversions with your content, even if you are producing it primarily for SEO purposes.

The first step for content promotion currently is social media. Putting your blog in front of your followers, getting their feedback, and earning a few retweets or shares will only benefit your brand. However, instead of just sharing the article once and saying “Hey, read this blog I wrote,” you should create a dozen or more unique social media posts. Extrapolate intriguing snippets, tips, statistics, quotes, or lessons from your article and build tweets or Facebook posts about them. Then share those posts over the course of several weeks or months. Promoting your blog with multiple different angles will allow you to reach a broader base of people.

Speaking of social media, you can also use sponsored posts on Facebook and Twitter to promote your content. These sponsorships keep your blog posts more visible for people who follow you, but also help you reach new people who might be interested in your content.

If you spoke to experts, influencers, or other sources for your blog, also be sure to let them know that you published the content. Twitter mentions, Facebook tags, direct messages, or emails are all appropriate strategies to notify your sources. Your goal is to get your sources to share your content with their followers.

If your business has an email list, you can establish a newsletter to promote your latest pieces of content and encourage engagement. You should be careful with this strategy. Most people are precious about their email inboxes and can quickly feel that you are spamming them. If you post multiple blogs a week and send out an email for each one, you are going to get people unsubscribing from your emails and asking for removal from your list. Using your email list sparingly to promote just your favorite blogs, or to provide bulk updates on content you have published recently, is a smart practice.

Getting your content noticed online isn’t easy. Many other bloggers and businesses are trying to do the same thing you are, sometimes with blogs about the same topics. By using the strategies above, though, you should be able to drive engagement to your posts and turn them into effective conversion tools for your business.