You know your business should have a blog. In addition to being the best way to generate buzz, blogs are also an excellent way to boost ROI and earn more leads. With that in mind, it’s no surprise that 53% of marketers say blogging is their top content marketing priority.
Once you’ve blogged, though, the question becomes how to get people to pay attention to your new post.
What if you’ve written a great blog, but your traffic is less than you hoped?
While it does take some time for blogs to gain traction, there are a few proactive ways to promote your blog and earn the views you deserve.
Here are 8 proven strategies to help you boost your blog’s traffic:
(Click on the links to jump ahead)
1. Target New Email Subscribers
Most bloggers send an email to followers every time they write a new post. In fact, services like WordPress will actually do this automatically, at least to your followers on the platform.
But the reality is that these emails have very low click-through rates. That doesn’t mean getting rid of the email route completely — it just means using it more effectively. Here’s how:
- Specifically, you should target your new followers with a digest of your best content. Your new subscribers want to learn more about you. Their interest is piqued, and it’s smart to engage them right away.
- Instead of rolling the dice with your next post, publish a frequently-updated mini-magazine that contains a selection of your pieces.
- Send it as soon as your new followers confirm their subscription to your list.
Ahrefs has some great input about how to target new email subscribers. Keep the following in mind as you write your outreach templates:
“The key to successful outreach is to ask yourself the following question each time you’re about to send a new email: Why would that person care about whatever I say?If you have a compelling reason for them to care, everything should go smoothly. Otherwise, your emails will only serve to annoy and alienate people.”
2. Post Your Content Multiple Times on Social Media
This piece of advice might feel a little counterintuitive. Isn’t this the same as spamming your users? The answer, actually, is “no.”
If you have followers of your feed, take every opportunity to grab their attention. The best way to do this is to create more than one post for the same blog entry.
Here’s why: the sorting algorithms of Facebook, Twitter, and Instagram mean that not all of your followers will see any given post. Because of this, sharing one post multiple times on social media drives an average of 192% more click-throughs.
This doesn’t mean repeating the identical post over and over, though. Instead, make each post unique.
- Tweak the preamble to target different hashtags, keywords, and subjects.
- You can also rewrite the blurb for different platforms. That way, you’ll grab even the niche audiences that might be interested.
- Include relevant keywords
- Share a post again if something happens (socially or culturally) that makes the piece relevant.
Think about the last time you did a deliberate search on Twitter, Facebook, or Instagram for any type of content. You used certain language to find what you were looking for, right? By creating more than one post to promote your blog entry, you are essentially tipping the scales in your favor, making it easier for users to find you.
Don’t forget – 94 percent of bloggers use social media to promote content.
You need to be able to stand out in that crowd. For an example of a brand that does this well, consider clothing giant.
The company’s beautiful, attention-grabbing social media posts drive users back to various pages on their website and blog and help create a cohesive and compelling brand presence.
3. Quote Experts & Reach Out Directly
One of the best ways to get new traffic is through a referral from another trustworthy source. How many times have you clicked on a link in response to a shout-out from a figure whose content you admire? This is a “ride the coattails” strategy, but it can improve your following immensely.
To find people to promote your blog, try setting up a Google Alert for key terms related to what you write about. Have a look at the results and see who’s leading the conversation in your industry. Refer to them in your own blog and let them know.
We also recommend Buzzsumo to find thought leaders in your industry to reach out to with your content.
You can also contact them directly and ask them to consider promoting your content. Here’s a brief template you can consider using:
“Hi [First Name],
I wanted to reach out to let you know that I published a new post [Title and Link], and that I mention [your work or accomplishment] in it. I wanted to thank you for being such an authoritative resource, and invite you to share the post with your followers if you find it useful.”
If you’re going to reach out to an influencer in this way, keep etiquette in mind. Invite the influencer to share, rather than imposing and requesting that he or she do so. This is much less invasive and will help warm the relationship early on.
One final step: Include your blog link in all your social media profiles, including LinkedIn, Facebook, and Instagram. Publicizing your blog link allows people to interact more deeply with you and your personal brand. It also helps you drive attention and earn more readers on a regular basis.
4. Become a Guest Blogger
One of the best cross-promotion strategies is to write a guest post on another site. In fact, Neil Patel has called guest blogging “the best inbound marketing strategy.”
Referral traffic from a guest post can be high-quality, targeted traffic when done correctly.
Keep in mind that not all guest blog opportunities are created equal. Here are a few things to look for in potential guest blog platforms:
- Authority. Any blog you guest post on should be well-reviewed and authoritative in its niche. Blogging on low-quality sites is not worth your time and may even damage your brand.
- Relevance. Is the blog relevant to your niche? If you run a marketing company, for example, it may not do you much good to write for a lifestyle blog. If your ideal customer is likely to read the blog, it’s relevant for your niche.
- Social Media Power. What does the blog you’re interested in posting on do with its new content? How much social media outreach does it do? You’ll get more traction from a guest blogging platform that has a large social media following and participates actively on several different platforms. The same goes for a brand with a newsletter or other outreach effort.
When you pitch yourself as a guest blogger, it’s important to play up the factors that make you unique. You could “swap” posts with the personalities behind the other blog. You can also offer a unique perspective as a blogger, making the other site more valuable for its readers.
5. Repurpose Your Content
If you’ve never repurposed your content, now is the time to do it. There are many benefits to this approach.
In addition to allowing you to get more traction from each of your hard-earned posts, repurposing your content is a great way to cast a broad net and earn more readers for your blog.
The first step to repurposing your content is to conduct a content audit. Here are some steps to follow:
- Make a list of all your site’s blog and social content. Use an Excel or Google Sheet to do this.
- Analyze the metrics surrounding your content. Be sure to include ranking, search volume, average organic search traffic, and average overall monthly traffic.
- Identify areas where you’re missing content. Are there topics you are not covering? Formats you are not utilizing? Content that you’ve published that simply is not performing?
- Adjust your content strategy accordingly. This preliminary audit will help you identify gaps and decide where you need to create new content and where you can repurpose your old content.
If you’re not sure where to begin repurposing your old content, start by turning a long-form blog into a series of Tweets, or writing an ebook to expand on a popular blog topic and linking back to the blog. You can also take quotes from a recent blog and share them on social media
Repurposing content takes some getting used to, but it’s an excellent approach for anyone who wants to take a creative approach to blog promotion.
6. Share Multiple Blogs at Once (Round-up)
Where in the rules does it say you can only promote a single piece of content at once? Instead, use elements like your categories and home page to provide a grouping of blogs you believe readers would like.
You can also use categories tags to group like blogs together and make it easier for readers to find information that interests them.
“Lifestyle design” guru Tim Ferriss does this well.
His blog features a selection of clickable tags at the bottom of each post, which makes it easy for readers to locate content that covers the topics they’re interested in.
7. Get Emotional
Recently, the New York Times conducted a sweeping study that looked at why people share content online.
What they found was that people are more likely to share material they connect with emotionally. 49% of people, for example, report that sharing content helps them inform others about topics or products they care about. According to the above-mentioned New York Times Study,
“People buy (and share content) from those that they know, like, and trust. Most sharing, as it turns out, is primarily dependent on the personal relationships of your readers.”
Here are a few of the top reasons customers share content:
- To define personalities. 68% of customers share content because they believe it helps other people understand who they are and what they care about.
- To strengthen relationships. 78% of customers share content because it helps them strengthen relationships with other people and keep in touch with people who live far away. 69% of people, meanwhile, share content because it helps them feel like they’re taking an active stance in the world.
- To spread the word about a brand. 84% of customers share material to support brands, causes or materials they care about.
With this in mind, seek to build an emotional connection through your content. Find ways to walk the fine line between promoting your products, goods, and services, and inspiring a sense of nostalgia, wonder, or excitement in your customers.
For an example of a brand that does this well, consider Coca-Cola. The company has become famous for its 1950s bottles and 1930s Christmas advertising.
To create this connection, optimize your titles for impact (power words help here) and refer back to your target personas regularly. These personas will help you get closer to the things your customers care about.
8. Add Engaging Visuals
If you think this a passive way to promote your blog, think again. According to HubSpot, blogs that include images every 75-100 words are shared twice as often as articles with fewer images.
With this in mind, follow these tips:
- Add some high-quality images to your blog posts. Pepper several of them throughout the content. But…
- Make sure the images are relevant and appealing to your target audience.
- For best results, invest in original images that your readers won’t see anywhere else. This could be either photography or custom graphics.
- Sign up for a stock image service like Twenty20. You’ll find a lot of high-quality images to choose from that can’t be found elsewhere.
Better Blog Promotion for 2019 – and Beyond!
Blog promotion tactics don’t have to feel old and tired. By using these eight tips, you can earn more readers for your blog, and do less legwork in the process.
Just remember to keep at it, analyze your success and failures, and create content worth promoting!
Ready to increase traffic and improve sales?
The road to content marketing success starts today.