You may have a fantastic blog with valuable and engaging content, but if you aren’t promoting it on the right channels, then no one will ever see it. Through a lot of trial and error and self-testing, we have found some effective techniques to help promote our blog content.
To drive traffic to your blog and increase engagement, these are the tools and techniques we’ve found to be the most successful.
1. Email Signature
Look to your email to help you share content. You can include links to the latest blog posts in your email signature. Use smart tools like WiseStamp to create customized email signatures with graphics and links to your blog or social content.
2. Email Newsletters
Another way that you can utilize email is by including a preview of your blog in your email newsletters. Newsletters are still a powerful way that people prefer to recieve content and updates. According to a report from Nielsen Norman Group, 90% of people prefer to get updates through newsletters.
You can create engaging newsletters with MailChimp or Constant Contact. It’s important to remember that your email lists should be from reputable sources, such as signups on your website or your existing customer list, and not from lists that are purchased. Most of those have questionable retrieval practices, individuals may have no interest at all in your brand or product and it will likely be flagged as spam.
If managed strategically, forums can be a valuable source of blog referral traffic. However, don’t just dump your link onto forums trying to get people to click on it. That will send the spam flags waving too.
The point of using forums like Reddit, Quora or Hacker News is to exchange and provide expertise and value, specifically to groups that show an interest in your industry or fit your target audience. If you show important value, users will likely investigate your profile and be interested in content that you have to offer. But, don’t shove it down their throat. You can put links to your blog on your profile and still generate traffic without being pushy.
4. Content Discovery Platforms
When you see sections that say, “Related Articles” or “Recommended Links” on news and media sites like: CNN, Fast Company, Fortune, and many others, it is likely coming from a content syndication platform. These are pay-per-click (PPC) services, in which you can load individual URLs, such as blog content and promote it to specific audiences or publications. There are three content syndication tools that are the most important to know.
Outbrain is perhaps one of the most well known ones used to promote high-quality content to ideal audiences. You can use it to promote blog content on dozens of sites. ESPN, CNN and People are just a few. The cost-per-click (CPC) on Outbrain is often much cheaper than what you would pay on other advertising channels and makes it easier to reach key, target demographics.
Taboola is another content discovery platform that can help generate traffic to your blog by creating sponsored links and recommendations on sites like USA Today, The Weather Channel and Business Insider.
Zemanta is similar to Taboola and Outbrain, but functions a bit differently. It focuses on managing advertising, particularly native ads, across multiple platforms and channels. Native ads blend into the user experience, so that they don’t give the impression of spam and are more likely to generate engagement. Quality link building is one of the often cited benefits of using Zemanta for your blog.
All three of the these tools are great because the ads are designed to be viewed on a desktop or mobile app.
SumoMe hosts a suite of tools that are designed to drive traffic to your website. They have dozens of tools, but there are a few that we like most.
● Share - Making your blog content as shareable and social media friendly as possible is crucial to increasing its exposure. You can use SumoMe’s Share plugin on your blog to make it easier for readers to share it on social media. It will create social media sharing desktop and mobile buttons for sites like LinkedIn, Twitter, Facebook and more.
● Highlighter - Have you ever read an article on LinkedIn Pulse, or other content platforms and noticed a part that allows users to share quotes and statistics from the piece to their social media? SumoMe’s Highlighter app allows readers to share portions of a blog post with their online communities. This can increase the number of social referrals to your site.
● Discover - SumoMe’s Discover app functions like a content discovery platform. However, the app is free to use, which makes it ideal for growing businesses on a tight budget. It looks at sites that use the SumoMe plugin, searches for ones that relate to your content and shares blog links with the best matches.
Influencer marketing can be an incredibly effective way to expand the reach of your blog content and grow your audience. Influencers often have large and active audiences. By connecting with them, you can tap into theirs.
How do you identify influencers? It’s not easy. According to a recent survey, over 75% of marketers say finding the right influencers is the biggest challenge they face in influencer marketing.
Influencers are often industry experts, who focus on curating connections and relationships. They are also generally social media savvy with large, active online communities, so you’ll be able to find them if you look in the right places. There are some tools that you can use to make the search easier. Buzzsumo’s influencers tab makes it simple to find them by searching keywords that relate to your industry or content. Once you’ve found them, you should create a sheet to keep track of any outreach efforts and communication that you may send.
Bloggers are often influencers as well. You can promote your blog by connecting with bloggers and collaborating or writing guest blogs. If you mention a blog, influencer or expert in your blogs, try to connect with them to let them know. They may also share the blog on their site or with their network, increasing its reach.
There is another reason why you should reach out to bloggers to promote your content━link roundups. Many bloggers will do daily, weekly or monthly roundups of content that they recommend and share.
8. Social Media Advertising
Simply sharing your blog link across your social platforms may generate a few more views. However, you are tapping into your own network, which may be the same people that view your blog. To expand your reach to targeted audiences, you can promote content by advertising on social channels. Some examples are:
● Twitter Cards can be used to promote your blog to specific audiences by targeting certain users, specific industries or demographics.
● Facebook Boosted Posts allow brands to set a budget and target specific demographics and locations. When you share a blog link on your Timeline, click Boost Post and set parameters.
● Pinterest Promoted Pins are native ads that share your article pins with the audiences that you select.
When you have valuable and high-quality blog content, you want people to see it. Your blog can be a key driver of traffic to your website. But, in order to facilitate that growth, it is critical to promote it on the right channels and with the right audiences. For more ideas on how to promote your blog or to answer any questions you have about blogging or marketing for your business, feel free to reach out to us.