I’m noticing a bit of a trend with businesses who have a blog on their website. It goes a bit like this:
- They come up with a content plan – what they’re going to blog about and when
- They write the blog, optimise it for search engines, include a few links and an image
- They publish the blog
And that’s it.
A best case scenario is that they promote it on their social media sites with a single post saying “Read our new blog”.
Is this enough to make sure the blog you spent a lot of time and effort on gets read and shared, and read and shared some more? Probably not. And one of the main reasons for writing a blog is to share it and drive traffic to your site, right?
You need to have a content amplification plan.
There are plenty of paid methods for promoting your content, but I’m going to give you a few ideas for things you can do that are free.
1) Send an email to your subscriber list
People who’ve subscribed to your email list are your biggest fans, so they’re by far the best audience for you. Whip up a little email and let them know you’ve posted a fab new blog, and ask them to share it if they like it.
2) Share it on your social media sites
This seems like an obvious first step, but I’m amazed at the number of people I see who don’t even share their own blogs! A great tip is to write yourself some little social media snippets as soon as you’ve finished your blog. They could be simply the headline of the blog, a quote from the blog or an important statement. Have them ready and all you need to do is copy and paste!
NB: all the blogs I write for my clients come with 3 social media snippets ready for sharing 🙂
3) Mention your links when sharing on social media
If you’ve linked to high authority sites throughout your blog, mention them when you post so that they’ll see it. Assuming that you’ve said something nice about them in your blog, chances are they’ll re-share your blog.
4) Email your sources directly
You can email the same high authority sites that have been mentioned in your blog directly and let them know you’ve referred to them. Hopefully they’ll share your blog. You can write something like:
“Hi Person, my name is [your name] from [your company]. I’ve recently written a blog about [topic] and have made a mention of your company. I’d love to hear your thoughts, and if you’d like to share my blog, I’d appreciate it. Thanks, [your name]”
5) Share your post with communities
Whatever your industry, there will certainly be a couple of online communities and forums dedicated to your field. Post your blog in these and you’ve instantly got a targeted audience. You can also look for communities that house your target market.
Make sure you’re allowed to post before you do. Some communities have rules about promotion and sales pieces.
6) Send a message to readers directly on LinkedIn
If you have a particular connection on LinkedIn who you really want to read your article, send them a direct email. This is done better if you have some kind of relationship first. Don’t just send messages to random people and annoy them.
7) Find people who’ve shared content similar to yours
You can find people who have linked to content similar to yours, and introduce them to your, newer and better content. There are a number of tools that allow you to see links to a website or web page, such as Ahrefs and Open Site Explorer. Just paste in the URL of the content that’s similar to yours and see who has linked to it. You can then get in touch and see if they’d be interested in your content too.
8) Recycle your content
The life span of a blog on social media is about 3 hours. Some reports go as little as 18 minutes! So it’s not enough to post a link and promote your blog just once. If your blog remains relevant, you can share the same blog over and over again, every couple of weeks or months. Use a different snippet each time, because different people will respond to different snippets.
The take home message
Promote your own content! Promote it well and promote it often. It’s certainly not a case of “Build it and they will come”. You need to shove, haul and drag them in the right direction!
If you liked this post and think others would too, please share it! You’ll help me out with my own content promotion 🙂