You’ve just written a killer post for your blog. You feel that it’s going to be a hit among your readers.
When you think all is ready, you went ahead and clicked publish. A few days after that… crickets. No sign of engagement. Your post is another lonely piece swimming in the massive pile of content on the web.
Can you relate?
Expecting traffic to come as soon as you publish is like asking a drink sitting on the table to chug itself down your throat. You need to do more than that. Unless you already have a huge following, traffic is not as simple as publishing and sharing on Facebook and Twitter.
The Most Important Task In Blogging
Many successful bloggers, those who enjoy a huge following, suggest that promotion is the single most important task in blogging. Some say they dedicate 20% of their time on writing and 80% on promotion. That might sound out of proportion. But think about it –getting your message heard is the goal for writing and publishing posts, and how could you get your message heard when people don’t know about it?
You may have spent countless hours writing that killer post, but realize that promotion is a different monster altogether. It needs more, if not equal amount of attention. In fact, some companies who understand content marketing hire people to do the promotions alone.
Point is, after publishing your post and sharing on social media, your job doesn’t simply end there.
So how do you really promote your content and get more eyeballs?
The three categories you want to spend time with are repurposing, relationship-building and publishing on relevant sites.
Traffic comes from many platforms. So why not take advantage of these rather than just relying on search engines? Repurposing your existing content is a great way to reach a wider audience than you otherwise would if you simply publish on your blog.
Consider turning it into a Youtube video, a Slideshare presentation as well as infographics and images that you can share on social media. Make sure to always have a link back to your post. Let’s call them out one by one as well as the tools to help you do that.
1. Turn it into a nifty Infographic and share at Pinterest
Tool to Use:
A feature-rich tool for creating infographics, videos and slideshows on any topic. Great for beginners and experienced designers alike.
2. Grab key concepts in your article and share it on social media
Tool to use: Quozio, Canva
A simple tool that allows you to create quote images for social media sharing. Grab a word of wisdom from your content and share it as a quote.
Canva is a simple yet intuitive designing tool for those who want to create visuals without going through the painful learning curve. It’s great for creating blog graphics as well as images for social media sharing.
3. Turn it into a Slideshare Presentation
Tool to use: Prezi
This unique slideshow presentation tool takes the bore out of presentations. One of its unique features is the ability to zoom in at a certain point in your presentation to illustrate the fine details as well as zoom out to show the big picture.
4. Turn your topic into a short report
Consider expanding your post into a report that specializes on a niche. For instance, if you talk about building websites, have a report that talks about building mobile-friendly websites for restaurants.
Your content is the reflection of your expertise. Each post you publish is an opportunity to show that you know what you’re talking about. So why not make every post count?
5. Reach out to Your Network and to Influencers
After publishing your post, reach out to people you personally know who could help you share your content to the world. Another great strategy is to write expert roundup posts. Once it’s published, be sure to tweet a link to the Influencers you mentioned in your post. Most would be happy to share it to their own audience. Doing expert round posts is not only a great way to get traffic but also to build relationship with the Influencers in your niche.
Also, keep in mind that many bloggers are already doing this so it’s important to have a fresh perspective. For instance, if you write about productivity, don’t collect general productivity advice from well-known people in your niche.
Instead, have an angle. Find out what they do each Monday morning. Or what is the single most valuable lesson they learned. Or the one tool they need to get through a busy workday. Alternatively, consider making it personal such as a list of your role models or people who inspire you the most.
Tools to Use
Twitter is so fast-paced that it’s easy to lose sight of the key people in your network.
So using lists is a simple yet effective way to get around that. Simply create lists for people that you want to be in touch with by category. Next, instead of mindlessly browsing the news feed every time you open Twitter, interact with these people by responding to their updates and retweeting. Also, share their content and don’t forget to include their handle username.
Nimble is a feature-rich CRM tool that puts the relationship in relationship-building.
Basically, it organizes your correspondences with each of your contacts across email and social networking sites. It’s a great tool for keeping track of key people and conversations that would otherwise slip through the cracks with the endless stream of emails and social media buzz. Other similar CRM tools are Contactually and Insightly.
6. Turn it into a hot discussion
After writing that killer post and displaying it in social media, don’t let the engagement stop there. Consider turning it into a more active discussion. One way to do that is through Twitter chats. If you’re not familiar, Twitter chats are focused, open conversations that are moderated through a relevant hashtag. (#Brandchat, #litchat, #blogchat)
It’s a great way to meet like-minded people as well as build your authority on a topic. The key is to create a topic that’s narrow enough to nail down a specific issue.
Before you moderate your own Twitter chat, consider joining a few of these first to learn the ropes. Great places to start are Chat Salad and Twubs. You’ll find lots of recurring and focused chats here on various topics.
Once you familiarize yourself with the dynamics of Twitter chats, you can start registering a hashtag at Twubs. Keep in mind that everyone who joins the discussion will use this so make it short and concise.
From your existing content, write down 5 or more questions to get a conversation going. Brainstorm open-ended questions that begin with ‘how’ and ‘why’. These are the ones that stimulate conversations.
Lastly, Another great tool you should know is Nurph. Most of the chats in Chat Salad are hosted here. It provides analytics, chat planning features and more communities to connect with.
Publishing on Relevant Sites
7. Take an idea from your existing post and write a guest post or article for Medium
Your existing blog posts contain seeds of ideas you can use for guest posts that will send traffic your way. So take an idea for a spin and look at it from different perspectives. You’ll be surprised how much topic ideas you can come up by doing this strategy.
Here are ways to create a spin-off of an existing idea.
Original Idea: Save time by following a routine
1. Tell a personal anecdote that demonstrates this idea in action.
Example: How I saved time by doing this one single trick.
2. Relate your original idea to famous people
Example: What the most prolific authors say about the importance of a routine.
3. Mash it with a different topic
Example: How following a routine can improve your dating life
4. Adopt a contrarian view
Example: Why rigid routines are bad for your creativity.
5. Create a bullet lists
Example: 57 foods you should routinely include in your diet to boost productivity.
After taking your idea for a spin, pitch this topic for a guest post. Additionally, write for Medium. This publishing platform is quickly gaining traction among writers, publishers and bloggers. However, keep in mind that this site is really after good content. You’ll notice that many posts here are personal stories and reflections. So share your story, not ad-hoc knowledge.
Making Your Content Work Hard for You
As you can see, there are more you can do than just writing, publishing in your blog and sharing on Facebook and Twitter.
I realize that all of these can be too much for you especially if you are a one-man content publisher who does all the heavy lifting of writing, publishing and promotion. Don’t feel like you need to do all of these at once. The key is to do something realistic for you and stick to it.
For example you can choose to focus on the relationship building category which is promoting to influencers and taking your topic into discussions. Eventually, consider diversifying by guest posting and publishing on Medium.
Bottom line is, content promotion is like the proverbial eggs that you shouldn’t put in one basket. You can do it when you’re just starting out in blogging. But keep in mind that displaying your content on other platforms is good for the long-term health of your blog, traffic-wise.
Are you working your content muscles real hard? Let us know in the comments below!