6 Specific Ways You Can Promote Blog Posts to Get More Reach

promote blog posts

You have a dedicated blog for your brand and you are penning thoughtful blog posts on a weekly basis. But then what? How do you make sure that your audience is discovering the blog posts, reading them, and following through on your specific Call to Action?

There are 6 areas where your business can dedicate time as part of your distribution strategy for your blog. The main areas are the organic channels you can use within social, supplemented with some paid support, and last but not least, email.

And one thing to remember, social media doesn’t mean as much without great content, so your blog posts are amazing fodder for it. The key is to ensure that your posts and distribution are in line with one another. Some musts:

  • Using key visuals from the posts
  • Linking directly to the content
  • Making sure there is no teaser content that appears to be bait and switch

Be honest and authentic in your distribution and always a/b test where possible to make sure the content that is working the hardest is the one you spend your time (and money) on.

Facebook (and Facebook Paid) – Assuming your brand uses Facebook to distribute overall brand content, it is a great place to promote your blog posts. Although the channel has become more of a media channel where paid media is necessary nowadays to get more eyeballs on your brand’s content, it is a cost efficient place to spend media dollars. You can a/b test different ads and see which ones work for which target audiences. In addition you can dedicate certain dollars to different audiences in case you have more than one.

Twitter – A place where customers typically go to get news and articles (in real or near time), it is a great way to distribute content related to cultural awareness and topical conversations already occurring in the space through relevant hashtags to your blog post.

Pinterest – A channel known for great referral traffic, your blog posts can go further as long as you supplement them with great visuals to use on the channel. Typically it’s good to use vertical visuals, that really pop in color. In addition, ensure that you link to the blog post that it’s referring to directly, and add the appropriate tags (not hashtags) that will allow people to find it within search. i.e. Make sure you are using regular people speak for the description and tags so it will be found easier.

Instagram – Supplement your blog content with short, succinct, quick digestible content for Instagram. This can be a teaser or in addition to to your blog post. And when people want to learn or read more, make sure the direct link is in the bio for them to click on since Instagram still does not allow links to be clickable within the post.

Paid Search – Like Facebook Ads, paid search opportunities on Google will allow you to drive more traffic to your blog posts. You can use keywords that people already are searching for to drive your paid ads in front of the right audience. It’s typical and suggested to a/b test ads on Google and put more money behind the ones that are working better for your content (i.e. driving click throughs).

Email – Your email is a great place to distribute your blog posts because it allows your brand to directly message people versus hoping they’ll discover it. The key thing here is to test your subject lines, and ensure the most prominent content you want your reader to engage in, can be found at the top and they don’t have to get to it.

Nowadays with the likes of Gmail, most people can preview email content without even opening the actual email. So your subject line, first few lines of your email, and headers have to work extra hard. This doesn’t mean dumping everything at the top, but it does mean placing proper keywords and content that your reader will want is prominent and entices them to open it further.

In addition, remember that not everyone turns visuals on in their email when they’re viewing the email. So, be sure that you have Alt text for your visuals and that you aren’t relying solely on them to do your heavy lifting for consumer interest and conversion. They should be great visuals, but a supplement to your content.

Lastly, it needs to be something they can skim – and skim quickly to get to the parts they care about. So keep it short, succinct, and lead them to the blog post to read more.

And when you’re considering your distribution strategy remember that your customer is interested in your brand and wants content that is valuable to them. Distribute it where they are and where they hope to consume it.

This post was originally written for Startup Fashion. 

Ten Things for your Brand to Consider when Starting a tumblr Blog

Why Aren't You Blogging?

When you decide to jump into the sea of blogging, planning is important.

Many brands choose tumblr and there are many great reasons to do so – including the built in community, which already lives on tumblr (not found anywhere else), the ability to discover content easily, and the paid options only available within tumblr.

When choosing tumblr to be your platform of choice there are a few things to check off as you set it up.

The tumblr checklist

  1. Choose a domain: Find one for your brand name of the theme for your tumblr. If you see your brand name is available and no one is actively blogging on it, I would grab that too.
  2. Choose a theme: Depending upon your marketing goals, it’s usually helpful to choose a specific theme to focus your blog around so your consumers understand the focus and know what to come back for.
  3. Set up multiple tumblrs: However, if your brand has a few different themes to pursue, perhaps it’s easier to set up a few different tumblr blogs on different themes. Companies like IBM have done that and it has worked well for them and their origination and curation of content.

  4. Customize your tumblr: There are a multitude of themes on tumblr to choose from for easy set up (free and paid versions). Then you’ll need your dedicated development team to make it your own. The great part about tumblr is you can make the look and feel anything your brand wants.

  5. Include disqus: Disqus (or another commenting tool) will have to be added to your tumblr to allow comments and moderation of those comments.

  6. Listen: Listen through the search bar to discover the conversation already occurring around the topic(s) you are exploring to tumble about. Additionally see who is writing about it or curating content to find the influencers in your category. With time your brand can organically build relationships with them, so with time they will hopefully reblog your content and share with their audiences (more eyeballs for your awesome content!)

  7. Schedule posts: When launching a blog it’s good to be armed with 10 – 20 posts ready to go. Schedule when your team would like to launch them in the first few weeks (perhaps 3 to 4 in the first week).

  8. Be a part of the community: As you launch your posts, don’t just push them out and wait for others to come. Find other content it – like it, comment on it, and consider re-blogging some for curating content.

  9. Activate paid (including analytics): When your brand has the initial budget to do so, consider using some paid media within tumblr to increase eyeballs on your new tumblr. There are a few different options depending upon your needs – for example mobile vs. web in stream ads.

  10. Test and learn posting times, days, tags: Experiment with the best days and times to post your content (as there are no specific best practices and depends upon your content, your brand, and your audience). See which tags work best for getting people to discover your content, consume, and share it.

Do you need inspiration?

Here are 6 tumblr blogs to visit:

Note: This post was originally written for Social Media Club and my full post can also be found here.