How to promote blog posts
Originally published January 2018; updated with even more awesomeness August 2019.
The whole point of your blog is to get in front of your ideal clients so they can see and be impressed by you, subscribe to your email list, and maybe even become paying customers or clients.
There are people out there who need your help! They are waiting for you! And it’s your job to get in front of them!
This is why you need to promote your blog posts.
So, after publishing awesome content that you’re proud of and want everyone to know about, share it far and wide!
How much should you promote?
Did you know there are over 4 million blog posts published every day? So, you MUST promote your stuff! A lot!
According to the Content Marketing Institute:
You need to spend much more time in promoting your work than on creating it.
According to Derek Halpern of Social Triggers, you should use the 80/20 rule.
This means you spend 4x more time promoting, than creating! That’s a heckuva promotion strategy!
And, they kinda have a point!What's the point of having amazing blog posts if no one knows about them? #Promotion #Blog #ContentMarketing Click To Tweet
Now, 4x more time, may seem like a bit overboard for you – but are you at least spending the same amount of time promoting as creating?
Read on to find out some awesome, and often underutilized, strategies you
can should use to promote your blog posts both before and after you publish them.
Before you publish
Yes, your promotion strategy should start even before you publish your post.
Now, that’s a great way to boost your promotions! If you have a long blog post, consider including several images embedded throughout, choosing the best one as your featured image. Images don’t have to just be photos, they can also be screenshots, graphs, drawings, etc.
If you’re extra awesome you can have an image or two customized for each social platform to mix it up and keep things interesting for your followers.
When you’re writing your newest blog post, why not use it to promote an older one? Wherever appropriate, link to another post on your site that complements what you’re saying now. (See what I did above with the images?)
Also, what do you want your readers to do when they get to the end of your post? Do you offer other blog posts for them to read? Take this opportunity to promote your other blog posts to avid readers, too!
There are “related posts” plugins that you can try. (I don’t have one I can personally recommend, as mine was customized for my website.)
Which social sharing plugins do you use?
There are tons out there.
One that I love is a free plugin called “Better Click to Tweet.” This means I create a few tweets before I publish my post, so my readers can tweet it out with one click. See here:Make sure your blog posts super-easy to share on social media. Install at least one sharing plugin. #SocialMedia #BloggingTips Click To Tweet
Another one I use is a customization of the plugin ConvertPlus.
Once you’ve made it super-easy to share your post, ask readers to do it. Sometimes it’s as simple as that!
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After you publish
The fun has just begun!
Get ready to go full-on into blog post promotion mode! 🙂
Remember how we linked our other blog posts to this one using internal links? Well, now once this one is published, go back to older pages and posts and link this one where it naturally fits in with them. This gives Google a path (or breadcrumb) to index your newly published post which can be a great way to promote it via search engines.
You’re collecting email addresses right? You have subscription forms on each blog post, right? And maybe on your sidebar too? And a popup or welcome mat?
So, what do you email your growing subscriber list?
Lots of things, but namely your blog posts!
In your newsletter, you can also include a personal intro to your new post and link for your subscribers to head over to your blog and read it. Also include news & updates, special offers, and subscriber-only bonuses as well. But, definitely make sure you’re emailing every new blog post to share the generous valuable content with your subscribers–they’ve already opted-into receiving emails from you, so don’t disappoint!
And, after a day or so, feel free to resend it to people who didn’t open your email. You can always change up the subject line and/or add “ICYMI” (in case you missed it) to try to grab their attention the second time around.
I know. I know. Social media is the defacto blog sharing strategy! We all know that and we all do that. 🙂
So, let me just share a few PRO TIPS:
- Immediately share your freshly published blog post on all of your biz-related social media accounts (with the right-sized images).
- Write up a thoughtful intro to entice people to read it. And use images to get the attention of scrollers.
- Pin your newest post to the top of your FB & Tw profiles, so anyone who pops over to your profile can see your most recent masterpiece.
- Do you have a FB or LinkedIn group? Share it there.
- No group of your own? (Don’t worry, neither do I!) Share an intro & the link in groups you’re a member of when appropriate and allowed to do so. Many groups don’t allow you to promote your own stuff at all. Some have specified days or threads you can use. So, if and when you can promote your posts – do it!
- Are you part of a shared Pinterest board? Share it there too (abiding by the board rules, of course).
- Don’t JUST share your stuff, but others’ great posts too, and, y’know, be social.
- For a bit more advice on how to use social media, check out this post by CoSchedule.
Have you seen the unfortunately poor reach you get on social networks? Like 10%, if that, of your followers see your stuff in their feed? Not to mention algorithm updates that consistently make this even worse?
THIS is just one reason why you need to share your awesome blog posts with your followers more than once.
Create a bunch of unique social media posts to share your latest blog post and schedule them for future social media shares. There are free and paid programs that do this for you.
PRO TIP: NEVER STOP WITH ONE OR TWO PROMOTIONS! (Emphasis intended – this is the #1 reason I see that blogs aren’t getting the results they want!)
I personally use Missinglettr to schedule nine (yes, nine) social media shares throughout the year for every single evergreen blog post I create.
I find Missinglettr is better than the average social media scheduler because it helps to draft social media shares for you by pre-creating social media posts for you! Yep, you read that right!
Missinglettr pulls excerpts, quotes, and images from your latest blog post and automatically puts them into social media posts. #TimeSaver #SetItAndForgetIt
Bonus points for you to go back to your previously published blog posts and scheduling several more social shares of those too!
PRO TIP: Ask your social followers to get notifications of your posts. This way they’ll at least be aware every time you post something, even if you never end up in their feed.
Make sure to respond to comments, and thank people who’ve shared your blog post! If Gary V and Neil Patel can do it – you can too!
This is a great way to build your audience by acknowledging and thanking some of your true fans, colleagues, and influencers. #gratitude
Promote your blog posts! Don’t be a best kept secret with your health blog safely residing in your tiny corner of the internet.
Your ideal clients, that need your help, are waiting for you! And it’s your job to get in front of them!
Signing off and toasting: To promoting your blog posts to reach your audience.
Over to you
What do you think? Are some of these promotional strategies new? Do you have any “tried and true” ones to add?
I’d love to know (in the comments below)!
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I'm Leesa Klich, MSc., R.H.N.
Health writer – Blogging expert – Research nerd.
I help health and wellness professionals build their authority with scientific health content. They want to stand out in the crowded, often unqualified, market of entrepreneurs. I help them establish trust with their audiences, add credibility to their services, and save them a ton of time so they don’t have to do the research or writing themselves. To work with me, click here.