Updated: 14 November 2017
I don’t have time to blog. I hear this at least once a week. Writing blog posts is a time intensive process, but one that can be incredibly valuable if done correctly. By done correctly I mean you’ve written a compelling, unique piece of content on a subject you’re qualified to write about, that directly addresses a reasonable number of searches.
It’s most likely you’re here because you don’t know how to promote your blog posts. After hitting the publish button it’s tempting to sit back, admire your work and catch up on the jobs you’ve let drift! This is of course the last thing you should do. I’m here to suggest a number of essential promotional techniques you should consider carrying out after publishing your next, and indeed every, blog post. Megaphones at the ready!
How to promote your blog posts in nine easy steps
1. Review it one more time
If you’re anything like me you’ll have written and rewritten your post several times before clicking the publish button. It doesn’t matter how many times you proof your post, it’s inevitable you’ll have missed something, so it’s a good idea to involve someone else, preferably before but at worst just after you publish. Their fresh eyes will be invaluable. No one wants to read typos, errors or muddle. You’ll be thankful you’ve asked them and you should offer to return the favour.
2. Check it on the search engines
Any blogger worth his or her salt will have written with the search engines in mind. We are told we should write for humans in plain English (or whatever your first language is!) which is right, but ignoring the engines is foolish. Your title, domain and meta description are hugely influential in terms of attracting clicks. Make sure the ones you’ve specified are appearing as they should on the search engine results pages, and if they’re not, correct them quickly and resubmit the content to Google via your Search Console.
3. Add a link to your email signature
Adding links to your most recent blog posts on your email signature is a nice way to attract clicks. You’ll be reminding people that you’re writing, and also opening up your blog to a whole new audience. It’s also really simple to update so no excuses. Add it to your outgoing emails and replies.
4. Create a Post on your Google My Business listing
You can read more about this on this recently published post… The very latest on Google Posts & why your business must use them
5. Link to it from your social media channels
You can either set aside time each day to promote your post to your networks or look to use a tool, like Hootsuite, to schedule a number of releases. Either way you need to make sure the images you’ve used on your post are resized as appropriate to the channels you’re using, and that you’ve planned some enticing text to accompany the link. Don’t give too much away, tease the content, make it enticing. But definitely don’t just link to it once. At the same time don’t over egg the pudding! If you use Twitter you should post links to your article many times as the majority of users don’t use lists and as such are likely to miss it if you only showcase it once. You shouldn’t hammer it on Facebook, your friends won’t thank you for it.
6. Add a link to your e-newsletter
Email is still a hugely impactful promotional route. Hopefully you’ll have been nurturing and cultivating a list that you’re contacting intermittently. Why not join mine while you’re at it? Sending out email releases sporadically is a fail-safe way to promote your recent blog posts.
7. Reach out to anyone you’ve name-checked
If you’ve given anyone specific credits within your piece then make sure you let them know. Think about it, if someone has written about you, you’d like to know right? And you’d prefer to hear about it from the author than someone else I’m sure. Don’t add names when they’re not needed – but if they genuinely add to the story then use them. And make sure you link to them or their content appropriately. If there’s any doubt, ask them if they’re happy with the way they’ve been credited.
8. Make sure you’ve added internal links
By internal links I mean links relevant links from other pieces of content on your website – preferably pages with high page authority. I’ve written previously on the importance of internal linking so won’t go into any more detail here.
You should also consider adding a link to the new piece of content from your home page and your main navigation.
9. Send to authorities on the subject
It’s highly likely you’re writing about a subject you’re not only qualified to write about but are passionate about as well. As such you’ll probably know the major influencers in this marketplace. If you’re not, I’d suggest you make it a priority to draw up that list. These people hold sway in your industry. People listen to them. They are followed and their voices carry weight. Your goal should be to invite them to amplify your content. But you absolutely can’t ask them to do this. You must find a more subtle way of getting your message in front of them. Build relationships, don’t ask for links.
So there you have it. Nine essential tasks you should carry out after you publish your next blog post and the one after that, and the one after that etc. This will most likely double the time you spend on blogging but you’re more likely to have made yourself heard. Thanks for listening, please do add your promotional techniques to the comments below.
Many thanks to Garry Knight on Flickr for allowing us to use his photo on this page