Chapter 9: Promoting your posts

G’day! Writing a brilliant blog post is only half the battle—promotion is the crucial other half. You could write the world’s best content, but if no one sees it, what’s the point? Let’s talk about how to get your blog posts in front of more eyes and maximise your reach.

Social media channels

Social media is a powerful tool for promoting your blog posts. Sharing your posts on platforms where your audience hangs out can significantly increase your visibility and drive traffic to your site. But it’s not just about posting a link—you need to tailor your message for each platform to maximise engagement.

Why social media matters

Social media allows you to reach a wide audience quickly and effectively. It’s a great way to engage with your readers, build a community, and drive traffic to your blog. Different platforms cater to different audiences, so understanding where your readers hang out is crucial.

How to use social media effectively

1. Choose the right platforms: Identify the platforms that are most popular with your target audience. Whether it’s Facebook, Twitter, LinkedIn, Instagram, or Pinterest, focus your efforts where your readers are most active.

2. Tailor your message: Different platforms require different types of content. Tailor your posts to fit the style and tone of each platform. For example, use images and hashtags on Instagram, concise and catchy text on Twitter, and longer, more detailed posts on LinkedIn.

3. Engage with your audience: Don’t just post and ghost. Respond to comments, engage in conversations, and interact with your followers. Building relationships on social media can amplify your reach and boost engagement.

Example

If you’ve written a post about SEO tips, promote it on LinkedIn with a detailed snippet and a link, on Twitter with a catchy headline and relevant hashtags, and on Instagram with a visually appealing graphic and a brief description.

Email newsletters

If you have an email list, use it! Email newsletters are a fantastic way to keep your audience informed about your latest posts and updates. They allow you to reach your readers directly in their inbox—a space they check regularly.

Why email newsletters matter

Email newsletters offer a personal way to connect with your audience. They’re effective for driving traffic, building relationships, and keeping your readers engaged. Personalised emails perform even better, so segmenting your list can lead to higher engagement rates.

How to use email newsletters effectively

1. Build your email list: Encourage visitors to subscribe to your email list by offering valuable content, such as a free e-book or exclusive tips.

2. Segment your list: Divide your email list into segments based on interests, behaviours, or demographics. This allows you to send targeted and personalised emails.

3. Create engaging content: Your newsletters should provide value. Share links to your latest posts, updates, and additional insights. Use compelling subject lines to increase open rates and personalise your emails to make them more engaging.

Example

Send out a monthly newsletter with a round-up of your latest blog posts, an insightful article, and a personal note. For instance, “This month, we’ve tackled SEO basics, productivity tips, and the latest industry news. Read on to boost your blogging game!”

Guest blogging

Guest blogging is a brilliant strategy for reaching a wider audience and building backlinks to your site. Writing guest posts for established blogs in your niche can introduce you to new readers and improve your SEO.

Why guest blogging matters

Guest blogging allows you to leverage another blog’s audience and reputation. It helps you build credibility, drive traffic, and enhance your SEO with high-quality backlinks. Plus, it’s an opportunity to network with other bloggers and industry leaders.

How to use guest blogging effectively

1. Identify relevant blogs: Find established blogs in your niche that accept guest posts. Look for blogs with engaged audiences and good domain authority.

2. Pitch valuable content: Craft a compelling pitch that outlines what you’ll write about and why it’s valuable to their audience. Demonstrate your expertise and propose a unique angle or topic.

3. Deliver high-quality content: When you write a guest post, aim to provide your best work. Include a bio with a link back to your blog, and engage with readers who comment on your post.

Example

Write a guest post on a popular marketing blog about “Top 5 SEO Mistakes Beginners Make.” In your bio, include a link to your own blog where readers can find more SEO tips and guides.

Collaborations

Collaborating with other bloggers or influencers in your industry can exponentially increase your reach. Whether it’s exchanging guest posts, co-hosting webinars, or doing social media takeovers, collaborations can introduce you to new audiences and build your network.

Why collaborations matter

Collaborations allow you to tap into the audiences of other creators. They provide mutual benefits by expanding your reach, driving traffic, and adding value to your content. Partnering with respected bloggers or influencers can also boost your credibility.

How to collaborate effectively

1. Find the right partners: Look for bloggers or influencers whose audience aligns with yours. Ensure they share your values and have a good reputation.

2. Propose mutually beneficial ideas: When reaching out, propose collaboration ideas that offer value to both parties. Whether it’s a guest post swap, a joint webinar, or a social media campaign, ensure it’s beneficial for both of you.

3. Promote collaboratively: Work together to promote the collaboration. Share the content across both of your platforms and engage with each other’s audiences.

Example

Collaborate with an influencer in your industry for a social media takeover. They take over your Instagram for a day, sharing insights and interacting with your followers. In return, you do the same for their account, exposing both audiences to new and valuable content.

Leveraging SEO for promotion

While we’ve already covered SEO, it’s worth mentioning that optimising your blog posts for search engines is a powerful promotion tactic. By ensuring your content is easily discoverable online, you can attract organic traffic and reach a broader audience.

Why leveraging SEO matters

SEO helps your content rank higher in search engine results, making it more visible to potential readers. Higher rankings lead to more clicks, increased traffic, and greater opportunities for engagement.

How to leverage SEO effectively

1. Optimise for keywords: Use relevant keywords naturally throughout your post, especially in titles, headings, and metadata.

2. Improve site speed: A fast-loading site enhances user experience and can boost your search rankings.

3. Build backlinks: Earn high-quality backlinks from reputable sites to improve your site’s authority and ranking.

Example

For a post about effective blogging strategies, you might target keywords like “blogging tips,” “how to write a blog,” and “blogging strategies.” Ensure these keywords appear in your title, headings, and throughout the content.

Measuring and analysing your promotion efforts

Promotion isn’t set-and-forget; you need to measure and analyse your efforts to understand what’s working and what’s not. Use analytics tools to track performance and adjust your strategies accordingly.

Why measuring and analysing matters

Measuring your promotion efforts provides insights into their effectiveness. It helps you identify which tactics are driving traffic, engagement, and conversions. Analysing this data allows you to refine your strategies and maximise your results.

How to measure and analyse effectively

1. Use analytics tools: Tools like Google Analytics and social media insights can help you track your traffic, engagement, and conversions. Monitor these metrics regularly.

2. Set goals and KPIs: Establish clear goals and key performance indicators (KPIs) for your promotion efforts. Track these metrics to gauge success.

3. Analyse and adjust: Regularly review your data and analyse what’s working and what isn’t. Adjust your strategies based on these insights to continuously improve your results.

Example

Track the performance of your email newsletters by monitoring open rates, click-through rates, and conversions. If you notice high open rates but low click-through rates, it might indicate that you need to improve your email content or call-to-action.

Continuous improvement

Promotion is an ongoing process that requires continuous improvement. Regularly assess your strategies, seek feedback, and stay updated with the latest trends and best practices.

Why continuous improvement matters

The digital landscape is constantly evolving. Staying proactive and continuously improving your promotion efforts ensures you remain effective and competitive. It helps you adapt to changes and consistently reach your audience.

How to continuously improve

1. Seek feedback: Regularly ask for feedback from your audience and peers. Use this feedback to identify areas for improvement.

2. Stay updated: Follow industry blogs, attend webinars, and participate in online communities to stay informed about the latest trends and best practices in content promotion.

3. Experiment and iterate: Don’t be afraid to try new promotion tactics. Experiment with different strategies, measure the results, and iterate based on what works best.

Example

Join a digital marketing community and engage in discussions about content promotion strategies. Participate in webinars and online courses to learn new tactics and stay updated with the latest trends.

Conclusion

Promoting your blog posts is just as important as writing them. By effectively using social media, email newsletters, guest blogging, collaborations, and SEO, you can get your content in front of more eyes and drive more traffic to your site. Measure and analyse your efforts, continuously improve your strategies, and stay proactive in your promotion activities.

Remember, promotion is an ongoing process that requires effort and adaptability. So, grab a cuppa, put these tips into practice, and start promoting your blog posts to reach a wider audience and build your community.

Cheers!