So, you’ve started a business blog – now what? To make sure the quality content you’re writing is discovered by the people who need it the most, you must promote it. Here we’ll dissect what blog promotion looks like in 2024 and some ways you can do it successfully.
What is blog promotion, and why is it important?
Blog promotion refers to the strategic and purposeful effort to increase the visibility, reach, and engagement of a company’s content to drive relevant traffic, generate leads, and boost sales. Unfortunately, creating quality blog content isn’t enough on its own; content must also be promoted to find the right audience.
Promotion involves a combination of online marketing tactics and activities to ensure that a blog’s content reaches – and resonates – with its target audience. Key elements of business blog promotion include search engine optimization (SEO), social media marketing, email marketing, collaborations and partnerships, paid advertising, and community building.
The overarching objective is to leverage a blog and its content as a powerful tool for establishing brand authority, connecting with a target audience, and ultimately converting readers into customers or clients.
Successful blog promotion for businesses requires a thorough understanding of their target audience, creating valuable and shareable content, and utilizing various channels to amplify the blog’s reach.
Types of blog promotion
There are various effective ways for businesses to promote a blog. The key is to use a combination of strategies to maximize visibility and engagement. Here are some popular methods:
- Social media marketing
- Email marketing
- Collaborations and partnerships
- Paid advertising
- Community engagement or influencer marketing
By combining these strategies, businesses can create a comprehensive blog promotion plan that maximizes reach, engages the target audience, and drives traffic to their blog.
3 ways to promote your business blog
Now that you have a better idea of what blog promotion looks like and why it’s important, let’s look at how you can put three of these methods into practice, namely: social media marketing, email marketing, and community engagement.
Social media marketing
Social media is great for sharing content and cultivating an engaged audience. As part of your content calendar, think about which social media platforms would be best to share the content. Then you can begin to create copy and graphics to fit that platform.
For platforms like Facebook and LinkedIn, you can directly share the blog link and add additional copy, inviting your audience to read it. But for platforms like Instagram or TikTok, where you cannot directly share links, you must repurpose the content to fit the platform.
With more creativity-driven platforms like Instagram, TikTok, and YouTube, you must think more about repurposing content. Of course, with TikTok and YouTube, this means creating related video content. For these, consider making your evergreen blog content, such as educational or tutorial blogs, into videos. (Note: Blogging platforms like WordPress allow you to embed videos into your blogs, making them more accessible and appealing.)
For Instagram, you’ll want to prioritize quality images wherever possible (some video content is excellent, too!). Ideally, you’ll use images you’ve taken yourself as original content is often more engaging and there’s less chance that you’ll run into copyright issues in the future. If you want to learn more about taking product photos with your iPhone, check out our iPhone photography guide.
Figuring out what works best on social media takes time, so don’t be afraid to experiment with the type of content you post as well as frequency and the time of day. For this, you may also want to consider using social media scheduling software.
Social media tips
Don’t think that you should only promote your content once – it’s likely the content you see has been pushed numerous times. This is especially true with evergreen content, which will continue to be relevant to your audience as long as you refresh and update it.
Another way you can connect your blog to social media is by adding sharing buttons, allowing readers to share content quickly and easily.
Remember that not every post on your social media platforms should be promotional; therefore, not every post should be a link to your blog. This means that it’s essential to have an inclusive social media strategy that includes a variety of posts.
An email newsletter is a great way to share blog content with your audience. In them, you can share helpful tips, add blog content, or answer customer questions that may help to convince them to purchase your products.
Before thinking about how to share blog content via email marketing, it’s essential to build a list of subscribers and segment them into distinct lists. Segmenting is crucial because it allows you to share specific content with specific audiences, boosting engagement and interaction.
If you want to know more about email marketing best practices for blog promotion, click here.
When you’ve created valuable blog content that is helpful to your potential customers, you want to ensure the right people read it. A great way to do this is to engage with the community.
There are a few ways to do so:
1. Be active in community spaces
Community spaces like Reddit, Facebook groups, and even Quora allow you to engage with different communities and answer their questions about business niches. It can be a big undertaking to stay regularly involved, but is a great way to connect with your audience.
The goal is to share your knowledge, not just the link to your blog. Try to genuinely answer people’s questions and, if it makes sense to do so, you can link your blog at the end of your answer. It’s recommended that you also fill out your profile so people know who you are and can easily find links to your website and credentials.
Another way to be active in the community is by responding to comments on your own social media platforms. If people have questions, this can indicate where blog updates need to be made or give you new content ideas. Engaging with comments also helps to build authority in your niche and trust with your audience.
2. Work with influencers
Connecting with influencers is a great way to engage with the community indirectly. Influencers have a larger following of fans who admire and trust them; therefore, they can effectively promote your business and your blog content.
Another option, depending on your industry, is to get an influencer to write a guest post on your blog. If they write their own blog, they’re invested in the content and are likely to promote it in a more genuine and organic way.
If you need help finding the best influencer(s) for your brand, read our 4 tips for choosing the right influencer.
By implementing a diverse range of strategies, from harnessing the power of SEO and social media to engaging in collaborations and optimizing email marketing, you can help improve the chances that your blog content reaches its intended audience.
Remember, successful blog promotion is an ongoing commitment, so keep an eye on analytics, user feedback, and emerging trends. Use data-driven insights to refine your approach, focusing on what resonates with your audience the most. Building a community around your blog takes time, but the potential rewards – increased visibility, a loyal readership, and tangible business growth – can be substantial.
For more business tips and strategies, keep reading Alibaba.com Reads.