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Email marketing is one of the oldest and best tricks in the communication playbook, and newsletters are an excellent tool for brand awareness, audience engagement, and lead nurturing. But newsletter planning is challenging. Coming up with and delivering fresh ideas...
May 22, 2024
Raise your if you’ve ever felt like your blog posts are disappearing into the abyss of the internet – or if you’re fearing they might!
This is exactly when you start to think of all the possible ways to promote your blog and increase your traffic, and where a robust blog promotion plan comes in handy.
Now raise your hand again if the very thought of this leaves you feeling overwhelmed.
I hear you, and that’s why I’ve got you covered with a complete guide outlining the various methods to promote your blog so you can gain clarity on your next steps.
Of course, the perfect content promotion strategy looks different for every business, but you can use this guide to start experimenting with different tactics to find out what works best for you.
Before promoting your blog, there are a few things you need to consider to maximize your efforts. That’s why we’ve also crafted the following pre-promotion checklist that will spare you the dreaded crickets and ensure your blog is ready for the spotlight.
The best blog promotion plan won’t be effective if you’re promoting low-quality blog content. That’s why it’s important to make sure your blog contains helpful and well-written posts that are relevant to your business.
In addition to evergreen content like lists and how-to guides, you should also not overlook the value of timely content relevant to current trends in your industry. You can also enrich your blog by incorporating guest posts to feature diverse voices from your network.
This multifaceted approach ensures that your blog remains both engaging and informative, and ultimately keeps your readers hooked on your content.
Elevating this dynamic, Planable’s Universal Content (UC) feature streamlines the management of various content types—from blog articles and emails to press releases and ads. With rich-text options like headings, bullet points, and hyperlinks, your posts become more engaging and easy to navigate.
Additionally, the UC feature allows you to embed multimedia such as images, GIFs, YouTube videos, and tweets directly into your content, making it more interactive and visually appealing. Tools like character and word counts are also included, ensuring your content stays concise and SEO-optimized. Planable makes it simple to keep your blog fresh, varied, and absolutely compelling.
More than 65% of people are visual learners, which means the majority of us need to see a visual representation of information to remember it.
Besides, image alt text alone can help boost your blog SEO. The HubSpot Blog team, for instance, noted a 779% increase in blog image traffic in less than a year upon focusing more intently on optimizing image alt text.
In short, original infographics, graphs, and other types of visual media contribute to your blog’s accessibility, capture your readers’ attention, and boost your brand recall.
Before inviting visitors to your blog, it’s also important to do an audit of your site to ensure they have a seamless browsing experience. This is key to reducing bounce rates and helping your readers make the most of your content, which is essential for maximizing your efforts to promote your blog.
Here are two important elements to consider:
Digital analytics tools, such as Google Analytics, provide invaluable insights into visitor interactions with your blog, allowing you to identify preferences and pinpoint areas for improvement.
This includes measuring activities like the number of direct visitors, the number of referrals from another website, and the number of visitors from your emails, social media, or paid search.
Armed with this data, you’ll be able to continuously refine your content marketing strategy and how you promote your blog as needed, ensuring they align effectively with your audience’s interests and behaviors.
AI in content marketing has garnered a lot of attention over the past year for good reason, and it’s likely here to stay. Today, the majority of marketers use AI content creation tools to streamline and scale their outputs.
This can save you a lot of time coming up with ideas for your blog content, speeding up your research, and repurposing your content for different channels to promote your blog.
Search engine optimization (SEO) is the process of helping your content get found on Google. By strategically targeting specific keywords or phrases, you increase the likelihood of your content being discovered by your intended audience when they search for related terms.
At Planable, for example, perfecting our SEO workflow for content scaling resulted in increasing our monthly organic traffic to a whopping 80,000 visits. This is why investing in search engine optimization is so important, and there are many ways to do that to ensure your blog reaches a wider audience.
Below are some of the most common:
On-page SEO encompasses all the actions you can take directly on a webpage to enhance your search engine rankings. This typically includes:
Internal linking is one of the best ways to cultivate a long-term SEO strategy to ultimately boost your blog promotion. It entails including links where they make sense in your blog post to other relevant articles across your website.
Building internal links not only improves your visitors’ experiences by guiding them to more relevant content but also helps search engines index and rank your blog posts, resulting in increased organic traffic.
You can also include links to related topics of interest at the end of your blog to give your readers easy access to more reading material on your site.
Guest blogging involves making blog post contributions to external publications as a way to tap into new audiences beyond your own platform. This helps you promote your blog by allowing you to get your voice heard in different places, access an even bigger crowd of potential blog subscribers, and build more credibility with your target audience.
Including your author bio in guest posts on popular publications that align with your business and expertise, for example, can significantly boost your blog’s visibility.
Guest blogging also offers the advantage of incorporating inbound links, also known as backlinks, which can further enhance your blog’s reach and authority. Just like search engines reward internal link building, they also reward inbound links, making this another effective strategy for promoting your blog.
If you’re still hesitant to seek guest blogging opportunities, remember that it’s a win-win for both parties involved as it provides more high-quality pieces of content for the blog host while giving you more exposure.
Ultimately, if your website isn’t in good shape, your blog content won’t rank high on search engines. To ensure it is, consider using an SEO tool to analyze your website’s performance and continuously identify areas for improvement. This ensures your website is optimized for both users and search engines, giving you a better shot at success and ensuring your blog promotion efforts pay off.
Of course, SEO isn’t the only way to promote your blog. Social media is also an excellent avenue to share your blog content and directly engage with your readers and customers. Below are some social media marketing strategies you can apply to give your blog more exposure:
Including links to your blog on your social profiles is one of the easiest ways to increase your blog’s traffic. This way, anyone who views your profile can click through directly and be taken to your blog.
Linking to your blog posts on social media should be an integral part of your social media strategy. It allows you to offer teasers of your blog content to your audience, think statistics, infographics, or quotes.
It’s important to keep in mind, however, that each social media platform is suited for different types of content and that audience expectations often differ from one platform to another.
This is why it’s important to curate your content accordingly to ensure you’re grabbing people’s attention and effectively promoting your blog posts.
Of course, you’ll want to take the time to cultivate a compelling social media presence and ensure you aren’t just bombarding followers with daily swipe-up links to your content.
Additionally, make sure to always provide context with every link you share; otherwise, your followers might overlook or disregard it.
Finally, remember that even if you’re not explicitly mentioning every blog post on your social media accounts, simply creating the right social media content for your target audience can still help you increase your blog’s traffic.
If your content sparks their curiosity, they’ll then naturally want to explore more of it and may visit your blog through the link you included on your profile.
For any passion, interest, or issue, there’s bound to be an online forum to participate in. This allows you to bring in your expertise, get your name out there and is a chance to link to your blog where relevant.
Quora, for example, is one of the best and most popular platforms for engaging with people who might be interested in topics you discuss on your blog.
By addressing questions within your niche and recommending that individuals also explore a relevant blog post you’ve written on the subject, you can draw in more targeted visitors to your website. You can also simply include the URL of your blog on your profile for users to find on their own.
Subreddits on Reddit are also a good place to promote your blog, especially if you’ve written about the given topic before and think others would benefit from the information.
Generally, online forums are an effective way to link to your blog posts and build your influence. They also allow you to directly engage with people more personally and build a solid community around your content.
According to Influencer Hub’s benchmark report on the state of influencer marketing, 85% of marketing professionals now regard influencer marketing as an effective promotional tool; a notable increase from previous years.
By collaborating with reputable influencers in your industry – typically individuals with a substantial social media following and who are seen as experts or authorities in their fields – you are bound to boost your blog’s visibility.
This can also add credibility to your brand, and allow you to garner many other benefits, such as increased leads and sales, and a larger social media following.
Like a friend, influencers usually share what works for them or piques their interest and how it could be beneficial for their followers, too. This can lead people to connect more personally with your blog if it resonates with them.
Before reaching out for a favor, though, make an effort to establish a relationship first. You can do this by linking to an influencer’s social media or blog posts in your own blog or finding other ways to support the work that compelled you to want to partner with them in the first place.
Email is a great opportunity to connect directly with readers who have opted-in to receive your content. It’s a way to keep them in the loop on your latest posts and let them know about any important updates or announcements.
To effectively promote your blog through email marketing, building a high-quality email list with engaged subscribers is crucial.
Once your email list is ready, here are a few tips on how to use it to promote your blog content:
According to Constant Contact, the optimal email newsletter length that results in the highest email click-through rate for most industries is 20 lines of text, or about 200 words. This is why it’s best to keep your emails concise and use short paragraphs, headings, and bullet points to break up your content and make it easier to read.
Before inviting people to read your blog posts via email, ensure that your newsletter itself provides value to them. Depending on your niche, this could include offering tips, advice, insights, or exclusive content. Establishing credibility with a professional virtual mailing address can also enhance your newsletter’s impact by reflecting professionalism and trustworthiness, especially in email communications.
In short, instead of just spamming people with links every time you publish a blog post, you want to ensure people feel like they made good use of their time reading your emails so they can expect the same experience on your blog and feel compelled to check it out.
Make sure your call-to-action (CTA) is unmistakable and stands out so that subscribers can easily locate it and understand the action you’re inviting them to take.
To do this, you can use a direct call-to-action button or link and ensure it’s visually distinct from the rest of your email content.
Just like including your website on your social media profiles is an easy way to drive organic traffic, linking to your blog in your email signature also allows you to attract more visitors who are already interested in your content to check out your posts.
Pro tip: As your email subscriber count grows, analyze the clicks on your blog links to gauge audience interest. This will help you continuously tailor your content according to your readers’ preferences as you go, as well as refine your overall strategy for promoting your blog.
While most of us prefer free and organic results, you may want to consider paid ad spots if you’re looking to get your blog in front of more people – more quickly.
Ads can also be used to put your content in front of viewers who have visited your site in the past and may need a gentle nudge to come back. Here are different types of advertisements to consider:
Native ads are like chameleons in the advertising world. They’re paid promotions that fit “natively” and seamlessly into the style, vibe, and function of the platform they’re on. This makes them look and feel just like regular content although they’re actually sponsored.
Because native advertisements don’t disrupt the user’s interaction with the page, their unobtrusive nature allows you to promote your blog effectively while capitalizing on the trust and credibility that a relevant website has established with its audience.
Social media ads usually have a dual effect when it comes to promoting your blog posts: driving more traffic to your website and increasing your number of followers on the given social media account.
Especially if you’re just getting started with building your business’s social media presence, or if you don’t have a large following yet, this is a promotion approach you may want to consider investing in.
Google Ads enable you to reach your target audience through Google search results and other websites on the Google Display Network. With its pay-per-click model, you’re charged only when someone clicks on your ad, which also makes it a cost-effective method for driving blog traffic.
By using Google Advertising and tailoring your ads to specific demographics, locations, and interests, you can reach more of the people who are most likely to be interested in your blog.
Content repurposing requires you to reimagine your top posts into other forms of content. By putting a new spin on previously published blogs and adapting them into formats better suited for different platforms, you can then effectively drive traffic back to your blog through strategic linking.
For example, a blog post can be repurposed by turning it into an infographic, a video for YouTube, a podcast, or a presentation on Slideshare. You can also share quotes or stats from your blog on social media.
Other than allowing you to effectively promote your blog, repurposing your content saves you time, effort, and money by maximizing your investment in your blog’s best pieces. It also allows you to add interest and appeal to a wider audience with different preferences as to how they like to consume content.
Speaking of repurposing content, we’ve compiled a list of the best Repurpose.io alternatives you could use to make your work easier.
Consistency is key when it comes to making the most out of your blog and your blog promotion efforts. It’s no good to show up once or twice only to disappear shortly after.
Instead, it’s important to stay relevant and keep your audience engaged with regular content updates. This helps you build your authority and signals to people that they can actually rely on your blog as a source of information.
For this purpose, using a content calendar to plan your posts, status updates, and promotions can help you streamline your workflow, stay organized, and ensure a consistent posting frequency.
It’s important to cultivate off-site relationships with readers, fellow bloggers, and businesses to boost your blog’s promotion, and there are many ways to do it:
Remember, networking opens up opportunities for more fruitful collaborations, increased exposure, and more meaningful connections.
Don’t underestimate the power of leveraging your business website as an effective tool to promote your blog. Simply adding a link to your blog on different website pages and including CTA buttons like “Subscribe” or “Read more” can encourage more visitors to check out your blog and bring them directly to new or relevant posts.
The best social media platforms for promoting your blog depend on your target audience and content type. Some of the popular platforms bloggers use to effectively promote their blogs include Facebook, Twitter, Instagram, Pinterest, LinkedIn, and YouTube, but you can also consider other options such as TikTok, Snapchat, Quora, or Medium.
The frequency of posting new content on your blog depends on your audience’s preferences, your content quality, and your resources, but since consistency is key, you want to aim for at least one high-quality post per week to keep your audience engaged and your blog active.
Common mistakes to avoid when promoting a blog include neglecting SEO optimization, overpromoting without providing value, ignoring audience engagement, and not leveraging social media and email marketing effectively. Instead, it’s essential to focus on quality over quantity and tailor your promotion strategies to your target audience’s preferences.
You can track the success of your blog promotion efforts through various metrics, including website traffic, conversion rates, engagement metrics, email subscription growth, and social media analytics. To regularly analyze your performance, tools like Google Analytics, social media insights, and email marketing platforms come in handy.
Aya Ellaboudy is a freelance content and copywriter for professionals and businesses in the digital marketing, mental health, and personal development fields. With a background in media and communication, a profound interest in psychology, and an appreciation for stories well told, she is keen on writing content that starts a conversation and copy that scales the impact of anyone she works with.
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