Way back in the olden days of blogging, around 2004, it wasn’t very complicated.
You wrote an article, around 500 words or so. You published the article. And, that was it. You definitely didn’t need a checklist of 27 ways to promote your blog posts!
If you wanted people to subscribe to get automatic updates when you published new blog posts, you set up an RSS feed for an email subscription with Feedburner or Feedblitz (both are still alive and well, I’m happy to say) and asked your blog readers to subscribe. That’s it. The automation was simple and worked.
If your content was great, you got hundreds or thousands of subscribers and could monetize your content with affiliate offers, ebooks, ads, teleseminars, and other products and services. You could build an audience of fans and build a sustainable business.
In fact, that’s how I started my company, The Blog Squad, in 2005. There was a ton of demand to help people set up blogs and train them on how to use it. I started my first business blog in 2004 and never looked back.
Things are more complex now. There are millions of blog posts written every day.
How can your blog stand out and get noticed with so much competition?
I have one word for you…
Promotion.Here's how your blog can stand out and get noticed with so much competition.
The trend by major bloggers is publishing less and promoting more.
And, putting more effort, research and thought into a long-form post.
The average word count of top-ranking content (in Google) is between 1,140-1,285 words. (source)
This article is not intended to be the “ultimate guide to blogging.” My focus here is on how to promote your blog posts to help you get more traffic and visibility for your work.
In my Visibility Mastery Lab and during the periodic Visibility Challenges I host, one of the top questions I get is: how do you promote your blog posts?
My clients and students want to know EXACTLY what I do so they have a model they can follow and adapt to their own blog posts.
My promotion tactics are constantly evolving as I learn about and experiment with new tools. What I do is probably way too extreme for most people, but you have to remember that this is my “job” – to research and test what’s new so I can share it with you. This is what I LOVE to do. 😆
Let’s go back to that one word: promotion.
What do I mean by that?
Promotion is about getting your blog post in front of as many people as possible … people being your ideal reader/client/customer/audience.
You want to share every blog post on sites where your peeps spend their time. Whether it’s LinkedIn for B2B prospects or Instagram and Pinterest for visually stunning products and services, you need to focus your time and energy where you’re going to get the best return on attention (ROA).
After all, the intention (I hope) is that your ideal person will see your content and be compelled to click the link taking them to the article on your site (traffic!). At which point it’s up to you to provide tons of value and then a call to action taking them to the next best step for getting to know you.
This takes time. In 2004, I could write and publish a 500-word blog post in less than 2 hours.
Now, it takes me at least 5-8 hours to write, prepare images, prepare promotional content for social media, and schedule social media content to drip for 45+ days, then repurpose posts into videos and pdf download. Whew!
Since not all blog posts are created equal, there are times when some posts get more promotional attention and others get less. That has to be weighed, too, as well as tracking everything so I don’t forget to implement an essential promotional tactic.
To that end, I’ve created checklists and spreadsheets to help keep me organized. After repeated requests to share my methods, I reviewed everything and compiled my methods into one checklist.
Drum roll, please…
This is the tip of the iceberg (there are 27+ items on the list). Download the checklist and get additional blogging tips. (Updated in June 2019)
The complete checklist includes four parts:
- pre-publication – preparing for promotion (the image above)
- promoting the published blog post
- amplification sites you can use for additional promotion
- repurposing and republishing your blog post
Tools for Promoting Your Blog Posts
I use a variety of tools to repurpose and promote my blog posts. I recommend you test various tools and then settle on the ones you like the best and will use consistently!
- Canva – creating images for blog and social media
- Lumen5 – creating blog post trailer videos
- Adobe Spark – creating blog post videos
- UTM tracking links
- Missinglettr* – scheduling and sharing your posts on social media
- Shorby* – offer multiple links on your Instagram bio (see the example on my Instagram profile)
- PushEngage – push notifications
Amplification Sites (free and fee)
The Checklist Manifesto: How to Get Things Right by Atul Gawande*
As you can see this is a checklist and not a how-to article. If you’re looking for how-to guidance with your business blogging and social media marketing, I can help. Let’s talk and see how you can get the support you want so you can move your business forward. Click here to book a complimentary chat or join the Marketing Trailblazers Community for support, accountability, and connecting with your peers.