blogging promotion

If you blog it, they won't come.

It chaps my hide me when I see a company spend lots of energy (and money) creating great content, whether that is a blog post, a survey, a video, or even an event they are putting on, and then they send one tweet out, or promote it one time on Facebook, and then wonder why they are not getting the response they wanted.

You may think the work is finished when you put the last period on your blog post, or when you click “Publish,” but your work BEGINS when you finish creating your fabulous content, whatever form it takes. So where can you promote your content and how often do you need to send out a promotional tweet or post? Is there an overkill level? Each platform has a different requirement.

Here are 8 places to promote your content and a sample of how often to do so:

Twitter

Twitter is a fast moving stream of content. Most people will only read what was posted in the last 10-15 minutes, so you will need to post here more often to let people know about your content. Let’s say you publish a blog post on Monday morning. Send a tweet out letting people know about it. Schedule another post to go out Tuesday around noon, perhaps rewording your tweet to promote it to those lunch-time readers. You can create another post to go out each day at different hours and you will not overload your followers. Be sure you are posting other content as well, so your Twitter feed isn’t filled with only your promotional posts. After week one, continue promoting that blog content at least a couple times a week and then as you have more content in the cycle, perhaps it gets circulated once a month.

Facebook

Facebook friends and fans may not want to see your blog post promoted every day, so perhaps you send out a post and then pin it to the top of your page for a few days. Two days after your Facebook post promotes your new blog content, you can ask a question of your audience and link back to the original blog content. On Saturday morning you might want to remind those weekend social media consumers of the great content they may have missed. After that, put it into your monthly circulation of content to bring out with a new question or angle on the original post.

LinkedIn

On LinkedIn, you definitely want to promote the new content the day it drops, through a status update and perhaps drop it into your groups with a question to get a discussion going. A week or two after the original post shows on your website, add it as a post on your LinkedIn profile (if it was written by you, of course). This is a great way to showcase your writing and your expertise in a way that stays in a more prominent place, since your status updates pretty much disappear (they can be viewed by going to a person’s recent activity, which most people don’t know how to find.)

Email

Don’t forget about your email list. This is a great way to stay in touch with those who have subscribed to your newsletter or email marketing lists. Send a short note to let them know you have new content on your site that they might be interested. Add a short preview of the post with a photo and link to your post. You can even post a short teaser in your email signature and link to your blog post.

Instagram

Use the photo from the blog to create a cool graphic with the link across the bottom of the photo. Instagram does not allow clickable or “live links” to be placed in the content area of your photo, but some people will change out their website link in their Instagram bio each week to highlight the blog post. You can also create a short video teaser for your blog post and let people know the link to find it.

Pinterest

Be sure to pin each of your blog posts to a Pinterest board and link it back to your website. This requires you to have a great photo in each blog post in order for people to want to pin and share it.

YouTube

Just like creating a short Instagram video, you can create a short video clip to load onto your YouTube channel letting people know how they will benefit from your blog content. I have also seen people read their entire post on video (using a teleprompter so your audience doesn’t see you reading) and they embed the video at the end of the blog for those who would rather watch and listen.

Podcast

Just like creating a video of your blog content, you can create a version of your post for people to simply listen to. WordPress, and many other blogging platforms, have a plugin that allows you to embed a player under your post to make it easy for your listeners.

What other ideas can you come up with to promote a blog post or other piece of content? Do share your thoughts and questions here in the comments area.

If you are realizing you need help getting your content out to the world, contact us today! It’s what we do best. (Shameless, I know!)

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Showing 9 comments
  • Marco Mijatovic
    Reply

    Hey Gina,

    Very handy post, all major social networks are covered. I would just add StumbleUpon community, a great way to content promotion and it can bring a huge amount of traffic. There is only one catch, users have to gain credibility before engaging in it.

    • GinaSchreck
      Reply

      That is a GREAT addition Marco, and you are right, you can’t just go and start sharing your own content there. You must first fit into the “Stumble community” before being self-promoting.

  • Marco Mijatovic
    Reply

    Exactly, Reddit is also one of the top notch social networking websites that users should be exploring before starting a self promotion. Digg dot com used to be great, It’s sad how they shifted and lost a lot of members, including myself.

  • Clark Quinn
    Reply

    Gina, what if you’re blogging ~ 2 x a week? Then the follow ups the next week and such would interfere with new content? I don’t think you can do as much media massaging for more regular posts. What say you?

    • GinaSchreck
      Reply

      Hi Clark, I rarely think you can promote great content TOO OFTEN. Mainly because on channels like Twitter, you have to post several times a day to even hit a fraction of your followers. Now having the time to do so takes a plan for sure! We take each blog post and create 3-6 different HEADLINES for that blogpost and at least a couple different graphic choices (many times they were used inside the post already). Now you can schedule those evergreen posts to go out over and over again a couple times a week and keep going into the future if the content is still relevant. Now as you add a new post each week your content in the “hopper” grows and your great pieces of knowledge get shared over and over. You can even take the graphic ALONE with a quote or question written across it and link back to the post. One post can spin off multiple pieces of content. The time involved is in creating your graphic pieces (or outsource that piece) and scheduling them.

      When you are producing content and not promoting it enough, you really miss so many opportunities because people just don’t see all of our posts. Most people promote once and move to the next piece of content. I like to think of the mix as being 1:5 – For every hour I spend writing content, I need 5 hours of promotion (some automation cuts down this part). 🙂

      Don’t deprive the world of your brilliance!

  • Steve Datoolguy
    Reply

    Very informative blog…. I love to blog myself and this is a great way to really get that exposure you need. Thanks for the post!

  • Reply

    Hi Gina! A familiar face here (well, hopefully a ‘Name’ anyway) In this fast-paced Internet Society where ‘current’ concepts, strategies and theories are updated (when we change our socks) how accurate are things that are ‘said’, followed or believed, considering historical relevancy, say, one, six month , or even last year (2015)? Thanks for your time and input! – Robert /RSVPalmer
    PS – I like your phrase “It chaps my hide” – sounds like a Coloradoan talking!

    • GinaSchreck
      Reply

      Hi Bob– I would recognize you ANYWHERE…as long as I could crop your face down to a small square. HAHAHA
      So “How accurate are things that are said online?” Well it depends on what that information is about. If I am writing a blog post about how to set up a Facebook page and I show screenshots on how to do it, that post will be good for about 5 minutes! Facebook changes the layout so frequently.

      But if I write about the importance of building relationships on any social platform by engaging and sharing fun info and sarcastic bantering…well that post will be ageless. 🙂

      The more we can write content that is “evergreen” the longer it stays in circulation. I go in and update old posts if I am able or delete them if they become completely irrelevant. And it does CHAP MY HIDE when I spend days writing a post and then the info changes the next day! GRRRRR.

      Thanks for all of your great questions. I will get motivated to create more videos and your questions are going to provide GREAT material.

      Happy (almost) weekend my friend~

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