This guide, Amplify Your Audience: 41 Actionable Tips to Promote Your Blog Posts, is designed specifically for small business owners who may not have extensive marketing knowledge but are eager to grow their customer base. It provides a step-by-step, easy-to-follow approach to effectively promoting and distributing blog content with minimal investment and maximum impact. By working through this guide, small businesses will discover practical strategies to increase their online visibility, attract new customers, and build a loyal audience. Investing time in this guide will empower you to make the most of your blog, turning it into a powerful tool for business growth and long-term success.
Why Promotion is Key to Reaching New Audiences
Writing a blog post is just the beginning. Even if your content is brilliant, it won’t have much impact if no one sees it. This is where promotion comes in. By actively promoting your blog posts, you can:
Attract New Customers: Every time you share your blog post, you open the door to new potential customers who may not have heard of your business before.
Increase Brand Awareness: Regular promotion helps people recognise your brand, making them more likely to remember and trust your business.
Boost Website Traffic: Promoting your blog posts drives more visitors to your website, which can lead to more enquiries and sales.
Engage with Your Audience: Promotion encourages your current audience to interact with your content, leading to higher engagement and stronger relationships.
Think of promotion as the fuel that powers the engine of your blog. Without it, your content may remain unnoticed, no matter how valuable it is.
The Difference Between Writing and Distributing Content
Many small business owners focus heavily on creating content but overlook the importance of distribution. Writing and distributing content are two sides of the same coin, and both are essential for success.
Writing Content:
This is the process of creating the blog post itself. It involves research, writing, editing, and ensuring the content is valuable, relevant, and engaging to your target audience. Once your blog post is ready, it’s time to move on to the next crucial step: distribution.
Distributing Content:
Distribution is about getting your blog post in front of as many eyes as possible. It’s not enough to publish your content and hope people find it. You need to take proactive steps to share it across various channels where your audience is most likely to see it.
Step-by-Step Actions for Distribution:
Identify Your Audience: Think about where your potential customers spend their time online. Are they active on social media? Do they subscribe to newsletters? Are they members of online communities or forums?
Choose the Right Channels: Based on your audience, select the most effective platforms to distribute your blog post. These might include social media (like Facebook, Instagram, LinkedIn, or Twitter), email newsletters, industry forums, or even local business networks.
Create a Distribution Plan: Plan when and how often you’ll share your blog post. For example, you might share it on social media immediately after publishing, then re-share it a week later, and include it in your next email newsletter.
Monitor and Adjust: After you’ve distributed your blog post, monitor its performance. Which channels drove the most traffic? Use this information to refine your future distribution efforts.
Download and print the 'Blog Post Promotion Checklist'. This way you can mark each task off as you follow each step of this guide.
By understanding the necessity of both writing and distributing content, and taking proactive steps to promote your blog posts, you’ll significantly increase the chances of reaching new audiences and growing your small business.
Step 1: Social Media Strategy: Broadening Your Blog’s Reach
Promoting your blog on social media is one of the most effective ways to reach a wider audience. By following these simple steps, you can maximise your blog’s visibility and drive more traffic to your website.
Selecting the Right Social Media Platforms for Your Audience
To start, you need to identify where your audience spends their time online. Not all social media platforms are created equal, and each has its own unique audience. Here’s how to choose the right ones for your business:
Understand Your Audience: Consider your typical customer. Are they more likely to be on Facebook, Instagram, LinkedIn, or X (Twitter)? Younger audiences may prefer Instagram, while professionals might be more active on LinkedIn. Use Sparktoro to fully understand which social media platform your target customers hang out.
Test and Observe: If you’re unsure, try posting on a few different platforms and see where you get the most engagement. Monitor likes, shares, comments, and clicks to determine which platform is best for your business.
Action Steps:
Choose 1-2 platforms to focus on initially.
Set up business profiles if you haven’t already done so.
Observe your audience’s behaviour and adjust your focus accordingly.
Crafting Engaging Social Media Posts to Drive Traffic
Once you’ve selected the right platforms, it’s time to create posts that grab attention and encourage clicks to your blog. Here’s how to craft effective social media content:
Write a Catchy Headline: Your post should include a compelling headline that makes people want to read more. Use language that resonates with your audience and addresses their needs or interests.
Include a Call to Action (CTA): Encourage people to click on the link to your blog post. Phrases like “Read more”, “Discover how”, or “Find out now” work well.
Use Eye-Catching Images: Posts with visuals are more likely to get noticed. Use relevant images, infographics, or videos to make your post stand out.
Action Steps:
Write a short, catchy headline for your blog post.
Add a clear CTA directing users to your blog.
Select or create an image that reflects the content of your post.
Scheduling Posts for Peak Engagement Times
Timing is everything on social media. Posting when your audience is most active can greatly increase the visibility of your blog content. Here’s how to determine the best times:
Research Peak Times: Different platforms have different peak times. For example, Facebook users are often active in the evening, while LinkedIn is more active during business hours.
Use Scheduling Tools: Tools like Buffer, Hootsuite, or even the built-in scheduling features of social media platforms allow you to plan your posts in advance. This ensures your posts go live at the optimal time, even if you’re not online.
Action Steps:
Research or use your platform’s insights to find out when your audience is most active.
Schedule your posts for these peak times using a scheduling tool.
Using Hashtags and Mentions to Boost Visibility
Hashtags and mentions are powerful tools to increase the reach of your social media posts. Here’s how to use them effectively:
Choose Relevant Hashtags: Hashtags help people find your content. Use popular and relevant hashtags related to your industry or blog topic. Don’t overdo it – 2 to 3 well-chosen hashtags can be more effective than a long list.
Mention Influencers or Relevant Brands: If your blog post mentions or is related to a particular influencer or brand, tag them in your post. This can increase your visibility and may even lead to them sharing your content.
Action Steps:
Research relevant hashtags in your industry.
Use 2-3 hashtags in each post.
Tag relevant influencers or brands where appropriate.
Encouraging Followers to Share Your Blog Content
To further broaden your reach, encourage your followers to share your posts. This helps your content reach a wider audience beyond your direct followers. Here’s how to do it:
Ask Directly: Sometimes, all it takes is a simple request. Phrases like “If you found this helpful, please share!” can encourage people to spread the word.
Make Sharing Easy: Ensure your blog posts include social sharing buttons, so readers can easily share your content on their social media profiles.
Action Steps:
Include a request for sharing in your social media posts.
Add social sharing buttons to your blog posts if you haven’t already.
Leveraging Social Media Stories and Short-Form Videos for Quick Hits
Social media stories and short-form videos are highly engaging formats that can quickly capture attention and drive traffic to your blog. Here’s how to use them:
Create Teasers: Use stories or short videos to give a sneak peek of your blog content. This can create curiosity and prompt people to click through to read the full post.
Add Links and CTAs: On platforms like Instagram or Facebook, you can add links directly to your stories, making it easy for viewers to visit your blog. Always include a clear CTA, such as “Swipe up to read more.”
Action Steps:
Create a short teaser video or graphic highlighting key points from your blog post.
Post it as a story on your chosen platform, adding a link and CTA.
By following these steps, you can effectively use social media to broaden your blog’s reach, attract new customers, and grow your small business. Remember, consistency is key, so keep promoting your content regularly to maintain and increase your audience over time.
Step 2: Email Marketing: Distributing Your Blog to a Ready Audience
Email marketing is a powerful tool for promoting your blog posts to an audience that’s already interested in what you have to say. By following these steps, you can create effective email campaigns that drive traffic to your blog and keep your readers engaged.
Creating Compelling Email Campaigns to Highlight Your Blog Posts
Your email campaigns should grab attention and encourage recipients to click through to your blog. Here’s how to create emails that get noticed:
Craft an Eye-Catching Subject Line: The subject line is the first thing your audience will see. Make it intriguing and relevant to the content of your blog post. For example, “Discover 5 Ways to Boost Your Business with Our Latest Blog” could entice readers to open the email.
Write Engaging Preview Text: This is the small snippet of text that appears after the subject line in inboxes. Use it to reinforce the value of your blog post and encourage the reader to open the email.
Highlight Key Points: In the body of the email, summarise the main points of your blog post. Use bullet points or short paragraphs to make the content easy to skim.
Include a Clear Call to Action (CTA): Direct readers to your blog with a strong CTA, such as “Read the full post now” or “Find out more on our blog.”
Action Steps:
Write a catchy subject line and preview text.
Summarise your blog’s key points in the email body.
Add a clear CTA that links directly to your blog post.
Personalising Email Content for Increased Engagement
Personalisation can significantly increase the effectiveness of your email campaigns. When readers feel that an email is tailored to them, they’re more likely to engage with the content.
Use the Recipient’s Name: Most email marketing tools allow you to personalise emails with the recipient’s name. Start your email with a friendly greeting, such as “Hi [First Name],” to make it more personal.
Segment by Interest: If you know what topics your readers are interested in, personalise the content based on their preferences. For example, if a segment of your audience is interested in marketing tips, emphasise those in the email.
Action Steps:
Set up your email tool to automatically insert recipients’ names.
Tailor the content of your emails to match the interests of different audience segments.
Segmenting Your Email List for Targeted Distribution
Not all of your subscribers will be interested in every blog post you write. By segmenting your email list, you can send the right content to the right people, increasing the chances of engagement.
Identify Segments: Break down your email list into different segments based on factors such as interests, previous interactions with your content, or demographic information.
Target Your Emails: Send blog posts to the segments that are most likely to find them valuable. For example, if you’ve written a blog post about small business finance, send it to subscribers who have shown interest in finance-related topics.
Action Steps:
Analyse your email list to create segments based on interests or behaviours.
Target your email campaigns to the most relevant segments.
Including Shareable Links and Social Buttons in Emails
Make it easy for your readers to share your blog posts by including shareable links and social media buttons in your emails. This can help your content reach a wider audience beyond your email list.
Add Social Media Buttons: Include buttons for Facebook, X (Twitter), LinkedIn, and other relevant platforms. These should link directly to the social media version of your blog post, allowing readers to share with just one click.
Use Shareable Links: Encourage readers to forward the email to friends or colleagues who might find the content useful. You can include a simple line like, “Know someone who would find this helpful? Share this email!”
Action Steps:
Add social media buttons to your email template.
Include a shareable link or a prompt for readers to forward the email.
Automating Email Sequences to Promote New and Evergreen Content
Automation allows you to keep promoting your blog content without having to manually send emails every time. This can be particularly useful for both new blog posts and evergreen content that remains relevant over time.
Set Up a Welcome Sequence: When someone subscribes to your email list, send them a series of automated emails that introduce them to your best blog content. This not only keeps them engaged but also drives traffic to your blog.
Create Evergreen Campaigns: For blog posts that remain relevant, set up automated campaigns that send these posts to new subscribers over time. This ensures your valuable content continues to get traffic long after it’s published.
Schedule Emails for New Posts: Automate the process of sending out an email whenever a new blog post is published. This keeps your audience up-to-date without any additional effort on your part.
Action Steps:
Set up a welcome email sequence that highlights your top blog posts.
Automate the promotion of evergreen content to new subscribers.
Schedule automated emails for new blog post releases.
By following these steps, you can effectively use email marketing to distribute your blog content, drive traffic, and engage your audience, all with minimal ongoing effort. This approach not only amplifies your blog’s reach but also helps build stronger connections with your subscribers.
Step 3: Partner and Network: Amplifying Through Strategic Collaboration
Collaborating with others in your industry can significantly boost the reach of your blog posts. By leveraging the networks of influencers and partners, you can tap into new audiences with minimal effort and investment. Here’s how to do it.
Collaborating with Industry Influencers for Wider Reach
Influencers are individuals who have a strong following and influence within your industry. Collaborating with them can help you reach a much larger audience than you could on your own.
Identify Relevant Influencers: Look for influencers who align with your brand and have an audience that would be interested in your content. Tools like BuzzSumo or even a simple Google search can help you find the right people.
Reach Out with a Personalised Offer: When contacting an influencer, make sure your message is personal and relevant. Explain how your blog post can provide value to their audience and offer to share their content in return.
Collaborate on Content: Propose ways to collaborate, such as having the influencer share your blog post on their social media, write a short introduction, or even feature it in their newsletter.
Action Steps:
Research and list potential influencers in your industry.
Craft a personalised outreach message highlighting the mutual benefits.
Propose specific collaboration ideas, like social media shares or newsletter features.
Engaging with Partners to Share Content Across Networks
Business partners or complementary businesses can be excellent allies in promoting your blog posts. By sharing each other’s content, you both benefit from increased exposure.
Identify Potential Partners: Consider businesses that complement your own. For example, if you sell handmade candles, a partner could be a home décor shop or a wellness brand.
Propose a Content Swap: Offer to share their content with your audience in exchange for them sharing your blog post with theirs. This could be through social media, email newsletters, or even on their website.
Create Joint Promotions: Work together to create a joint promotion that highlights both of your offerings, with your blog post as a central piece of content.
Action Steps:
List potential business partners whose audience aligns with yours.
Reach out to propose a content-sharing agreement.
Plan and execute a joint promotion that includes your blog post.
Participating in Joint Ventures or Webinars Featuring Your Blog
Joint ventures and webinars are excellent ways to reach a wider audience while providing value. By featuring your blog content in these collaborative efforts, you can drive traffic and build credibility.
Identify Potential Collaborators: Look for businesses or industry experts who host webinars or are interested in joint ventures. Ideally, they should have a similar or larger audience than yours.
Propose a Joint Venture: Offer to create or contribute to a webinar or event where your blog content is featured. This could be a presentation, a discussion, or a live Q&A session based on your blog’s topic.
Promote the Event: Once the event is scheduled, both you and your collaborator should promote it to your respective audiences, driving more traffic to your blog.
Action Steps:
Identify and contact potential collaborators for webinars or joint ventures.
Propose a topic based on your blog content and outline how it would benefit their audience.
Plan and promote the event together, ensuring your blog post is a key focus.
Offering Incentives for Partners to Share Your Content
Sometimes a little incentive can go a long way in encouraging partners to share your blog post. Offering something in return can make the collaboration more appealing.
Decide on an Incentive: This could be a discount, free product, or exclusive access to something your business offers. Ensure it’s valuable enough to motivate your partner to share your content.
Present the Offer: When reaching out to potential partners, clearly explain the incentive you’re offering and how it benefits them. Make sure the offer is simple and easy to implement.
Follow Up and Deliver: After your partner shares your content, follow up to thank them and deliver the promised incentive. Maintaining good relationships can lead to more collaborations in the future.
Action Steps:
Determine an appropriate incentive that aligns with your business.
Craft a clear, compelling offer to present to potential partners.
Ensure prompt delivery of the incentive once the content has been shared.
By leveraging strategic collaborations through partnerships, influencer relationships, joint ventures, and incentives, you can significantly amplify the reach of your blog posts. These steps not only help you access new audiences but also build valuable relationships within your industry, all while keeping costs low and impact high.
Step 4: Online Communities and Forums: Tapping into Niche Audiences
Online communities and forums are excellent places to promote your blog posts, especially if your target audience is part of a specific niche. By engaging with these groups, you can build authority, attract more visitors to your blog, and ultimately grow your customer base. Here’s how to effectively use online communities and forums for blog promotion.
Identifying and Joining Online Communities Relevant to Your Niche
The first step in using online communities for blog promotion is finding the right groups where your potential customers are active. These could be forums, social media groups, or specialised community websites.
Research Relevant Communities: Start by searching for online forums or groups related to your industry or niche. Use platforms like Reddit, Facebook Groups, or specialised forums like Mumsnet or MoneySavingExpert.
Evaluate the Community’s Engagement: Join communities with active participation, where members regularly discuss topics related to your blog content. A highly engaged group is more likely to respond to and share your posts.
Sign Up and Introduce Yourself: Once you’ve found a suitable community, sign up and introduce yourself. Mention your business briefly, but focus on how you can contribute value to the group.
Action Steps:
Search for forums and groups related to your niche using keywords.
Join communities that show active engagement.
Introduce yourself, focusing on how you can add value to the group.
Sharing Blog Posts in Forums Without Appearing Spammy
When sharing your blog posts in forums, it’s important to do so in a way that adds value to the community. If your posts come across as self-promotional, they may be ignored or removed.
Engage Before Sharing: Spend time participating in discussions before sharing your blog posts. This helps build trust and ensures you’re seen as a genuine member rather than someone only interested in self-promotion.
Share When Relevant: Only share your blog posts when they are directly relevant to a discussion or when someone asks a question your post answers. Always provide context to explain why your blog post is helpful.
Avoid Over-Posting: Don’t share your blog posts too frequently. Over-posting can annoy other members and get you flagged as spam. Aim for quality over quantity.
Action Steps:
Engage in discussions and offer advice before sharing your own content.
Share your blog posts when they directly contribute to the conversation.
Limit the frequency of your blog post shares to avoid being seen as spammy.
Participating in Group Discussions to Build Authority
Building authority in online communities can help establish your business as a trusted source of information, making it more likely that members will visit your blog and become customers.
Answer Questions and Provide Solutions: Regularly participate in discussions by answering questions and offering helpful advice. Over time, this builds your reputation as an expert in your field.
Share Insights and Tips: Occasionally share insights or tips from your blog without directly linking to it. This shows that you’re there to contribute, not just to promote.
Be Consistent: Consistency is key to building authority. Engage with the community regularly to maintain visibility and keep your business top-of-mind.
Action Steps:
Answer questions and provide helpful advice in discussions.
Share valuable tips and insights without always linking to your blog.
Engage consistently to build and maintain authority within the community.
Using Q&A Platforms Like Quora to Direct Traffic to Your Blog
Q&A platforms like Quora are excellent for reaching a wider audience by providing valuable answers to questions related to your industry. By doing so, you can drive traffic to your blog.
Create a Profile: Set up a profile on Quora or similar platforms, detailing your expertise and linking to your blog.
Search for Relevant Questions: Use the platform’s search feature to find questions related to the topics covered in your blog.
Craft Detailed Answers: Provide thorough and helpful answers to these questions. Where appropriate, link to your blog post for more detailed information, explaining why it’s relevant.
Action Steps:
Set up a profile on Quora or a similar platform.
Search for questions that align with your blog topics.
Provide detailed answers, including a link to your blog where relevant.
Contributing to Industry-Specific Subreddits or Facebook Groups
Subreddits and Facebook Groups focused on your industry are great places to share your knowledge and promote your blog posts to a targeted audience.
Find Relevant Subreddits or Groups: Search for Subreddits or Facebook Groups related to your industry. Join those with active discussions and a focus on topics your blog covers.
Respect the Community Rules: Before posting, read the group’s rules to ensure your content aligns with their guidelines. Some groups have strict rules about self-promotion.
Engage and Contribute: Start by participating in discussions without promoting your blog. Once you’ve built a presence, share your blog posts when they add value to the conversation.
Action Steps:
Join industry-specific Subreddits or Facebook Groups.
Familiarise yourself with the community rules.
Engage in discussions and share your blog content when it’s relevant and valuable.
By tapping into online communities and forums, you can effectively promote your blog posts to a highly targeted audience. This approach not only drives traffic to your blog but also helps build your authority and establish strong connections within your industry.
Step 5: Paid Promotion: Maximising Reach with Minimal Budget
Paid promotion can significantly amplify your blog post’s reach, even on a limited budget. By strategically using paid advertising, you can target the right audience, boost engagement, and drive more traffic to your blog. Here’s how to get started.
Running Targeted Social Media Ads for Blog Posts
Social media platforms offer powerful targeting options that allow you to reach specific audiences who are most likely to be interested in your content.
Choose the Right Platform: Start by selecting the social media platform where your target audience is most active. Facebook and Instagram are popular choices, but LinkedIn may be better if you’re targeting professionals.
Set Your Target Audience: Use the platform’s targeting tools to define your audience based on demographics, interests, and behaviours. The more specific you are, the more effective your ads will be.
Create an Eye-Catching Ad: Design a simple, yet compelling ad that includes a strong headline, engaging visuals, and a clear call to action (CTA) directing users to your blog post.
Set a Budget: Start with a small budget to test the effectiveness of your ad. You can always increase it later if the ad performs well.
Action Steps:
Select the social media platform most suited to your audience.
Define your target audience using the platform’s tools.
Create an engaging ad with a strong CTA.
Set a small budget to start and monitor the ad’s performance.
Boosting Blog Posts to Extend Their Reach
Boosting a blog post is an easy and cost-effective way to increase its visibility to a broader audience on social media.
Identify a High-Performing Post: Choose a blog post that has already performed well organically. Boosting a popular post is more likely to yield better results.
Set Your Audience and Budget: Similar to running ads, you can target specific demographics when boosting a post. Set a modest budget to extend the reach without overspending.
Monitor and Adjust: Keep an eye on how the boosted post is performing. If it’s driving good engagement, consider extending the boost or increasing the budget.
Action Steps:
Select a blog post that has performed well organically.
Set your target audience and budget for the boost.
Monitor the performance and adjust as needed.
Using Retargeting Ads to Re-engage Previous Visitors
Retargeting ads allow you to re-engage people who have previously visited your blog but didn’t take further action, such as signing up for a newsletter or making a purchase.
Set Up Retargeting Pixels: Install retargeting pixels (small pieces of code) on your website. These track visitors and allow you to show them ads after they’ve left your site.
Create a Retargeting Ad: Design an ad that encourages previous visitors to return to your blog. This could be a reminder about a blog post they visited or a related post that might interest them.
Monitor and Refine: Track the performance of your retargeting ads. If certain ads aren’t performing well, adjust the content or targeting to improve results.
Action Steps:
Install retargeting pixels on your website.
Design a retargeting ad aimed at bringing visitors back to your blog.
Monitor the ad’s performance and refine it as necessary.
Exploring Low-Cost PPC Campaigns on Google Ads
Pay-per-click (PPC) campaigns on Google Ads can drive targeted traffic to your blog by displaying your ads to users who are actively searching for content related to your blog post.
Choose Relevant Keywords: Select keywords that are closely related to the content of your blog post. Focus on long-tail keywords (specific phrases) to attract more targeted visitors.
Set a Budget and Bid: Google Ads allows you to control your budget by setting a daily spend limit and bidding on keywords. Start with a small budget and increase it as you see positive results.
Write a Compelling Ad: Your ad should include a clear and concise headline, a brief description of your blog post, and a strong CTA, such as “Learn More” or “Read Now.”
Action Steps:
Research and select relevant long-tail keywords.
Set a small daily budget and bid on your chosen keywords.
Write a compelling Google ad with a clear CTA.
Measuring ROI to Adjust Future Paid Strategies
To make the most of your paid promotion efforts, it’s crucial to measure the return on investment (ROI) and adjust your strategies based on the results.
Track Key Metrics: Use tools like Google Analytics and the analytics features of social media platforms to track metrics such as clicks, conversions, and cost per click (CPC).
Calculate ROI: Determine your ROI by comparing the amount spent on ads to the revenue or value generated from the traffic they drove. This could include sales, sign-ups, or other measurable actions.
Refine Your Strategy: Based on your ROI analysis, refine your approach. Focus more on what’s working and adjust or discontinue tactics that aren’t delivering good returns.
Action Steps:
Track key metrics using analytics tools.
Calculate the ROI of your paid promotion efforts.
Adjust your strategy to focus on the most effective tactics.
By using these paid promotion strategies wisely, you can significantly increase the reach of your blog posts without breaking the bank. Each method allows you to target specific audiences, making your marketing efforts more efficient and impactful.
Step 6: Content Syndication: Expanding Your Blog’s Reach Beyond Your Site
Content syndication involves sharing your blog posts on other platforms to reach a wider audience. By syndicating your content, you can attract new readers, drive more traffic to your website, and establish your business as an authority in your field. Here’s how to effectively syndicate your blog content.
Submitting Blog Posts to Content Aggregation Platforms
Content aggregation platforms are websites that collect and curate content from various sources. Submitting your blog posts to these platforms can help you reach a larger audience without much effort.
Identify Suitable Aggregators: Look for content aggregation platforms that cater to your industry or niche. Examples include platforms like Feedly, Alltop, or specific industry-related aggregators.
Submit Your Blog Post: Many aggregators allow you to submit your blog posts manually, while others automatically pull content from RSS feeds. Ensure your blog post is well-formatted and includes a compelling headline.
Monitor Traffic: After submitting your content, keep an eye on your website analytics to see how much traffic is being driven from the aggregator.
Action Steps:
Research and list content aggregation platforms relevant to your industry.
Submit your blog posts to these platforms, ensuring they are well-formatted.
Monitor traffic from aggregators using your website analytics.
Republishing Content on Medium, LinkedIn, and Similar Sites
Republishing your blog posts on other platforms like Medium and LinkedIn can expose your content to a broader audience and drive additional traffic to your website.
Choose the Right Platform: Decide where to republish your content based on your target audience. Medium is great for a general audience, while LinkedIn Pulse (post as an article on your personal LinkedIn account) is ideal for professional content.
Republish Your Blog Post: Copy and paste your blog post onto the chosen platform, making sure to include a note that the content was originally published on your website. This helps avoid duplicate content issues with search engines.
Include a Backlink: Always include a link back to the original post on your website. This not only drives traffic but also strengthens your website’s SEO.
Action Steps:
Select platforms like Medium or LinkedIn for republishing your content.
Republish your blog post, noting that it was originally published on your site.
Include a backlink to the original post to drive traffic and support SEO.
Using Industry Newsletters and Aggregators for Wider Distribution
Industry newsletters and content aggregators are excellent ways to distribute your blog posts to a targeted audience interested in your niche.
Identify Relevant Newsletters: Look for industry newsletters that accept content submissions or feature articles from third parties. These newsletters often reach a highly engaged audience.
Submit Your Blog Post: Follow the submission guidelines provided by the newsletter or aggregator. Ensure your content is relevant and provides value to their readers.
Track Engagement: After your blog post is featured, monitor the response. This includes tracking traffic to your website and any engagement metrics provided by the newsletter.
Action Steps:
Research industry newsletters and aggregators that accept external content.
Submit your blog post according to their guidelines.
Track traffic and engagement resulting from the feature.
Partnering with Syndication Networks to Reach a Broader Audience
Syndication networks automatically distribute your content across multiple platforms, significantly expanding your reach with minimal effort.
Join a Syndication Network: Platforms like Outbrain or Taboola can distribute your content to a vast audience. Research and choose a network that aligns with your goals and target audience.
Set Up Your Account: Register with the syndication network and set up your content feed, ensuring that your blog posts are automatically syndicated.
Monitor Performance: Regularly review the performance of your syndicated content. This includes tracking metrics like clicks, impressions, and engagement to ensure your content is reaching the right audience.
Action Steps:
Choose a syndication network like Outbrain or Taboola.
Set up your account and content feed for automatic syndication.
Monitor the performance of your syndicated content.
Sharing Your Blog on News Websites and Online Magazines
Getting your blog featured on news websites or online magazines can dramatically increase your visibility and establish your business as an industry leader.
Identify Potential Publications: Research news websites or online magazines that cover topics related to your blog. Look for those that accept guest contributions or feature syndicated content.
Pitch Your Content: Reach out to the editors with a pitch explaining why your blog post would be valuable to their readers. Highlight any unique insights or data your post provides.
Follow Up: If your content is accepted, monitor the feature’s performance. If not, don’t be discouraged—continue pitching to other publications.
Action Steps:
Identify relevant news websites and online magazines for your content.
Pitch your blog post to the editors, emphasising its value.
Monitor the performance if your content is published, and continue pitching if necessary.
By effectively syndicating your content across various platforms, you can significantly expand your blog’s reach beyond your website. This approach helps you connect with new audiences, drive more traffic, and ultimately grow your small business.
Step 7: Repurposing and Re-sharing: Maximising Content Longevity
Repurposing and re-sharing your blog content allows you to extend its reach and lifespan, making the most out of your efforts. By presenting your content in different formats and regularly promoting it across various channels, you can continually attract new audiences and keep your existing followers engaged.
Turning Blog Posts into Infographics, Videos, and Podcasts
Transforming your blog posts into different content formats helps you reach a wider audience, as people consume information in various ways.
Identify Key Points: Start by identifying the most important points or data in your blog post that can be visually represented or discussed.
Create an Infographic: Use tools like Canva or Piktochart to turn your blog post into an infographic. Highlight statistics, steps, or processes that are easily digestible in a visual format.
Produce a Video: Create a short video summarising your blog post. This could be a simple talking-head video, an animated explainer, or a slideshow with voiceover. VEED is great as it also includes built-in avatars if you don't like speaking to camera. Share it on platforms like YouTube, Instagram, or Facebook.
Record a Podcast: If you or someone in your business is comfortable with speaking, consider turning your blog post into a podcast episode. Discuss the key points in a conversational style and share it on podcast platforms.
Action Steps:
Identify key takeaways from your blog post.
Use online tools to create an infographic.
Produce a short video summarising your content.
Record a podcast episode discussing the blog topic.
Regularly Re-sharing Evergreen Content Across Platforms
Evergreen content is timeless and remains relevant long after it’s published. Regularly re-sharing these posts ensures they continue to generate traffic and engagement.
Identify Evergreen Posts: Review your blog archive and identify posts that remain relevant to your audience. These could be how-to guides, industry insights, or general advice.
Schedule Re-shares: Use social media scheduling tools like Buffer or Hootsuite to plan regular re-shares of your evergreen content. Spread them out over weeks or months to keep your audience engaged without overwhelming them.
Tailor the Message: Update the accompanying message or headline each time you re-share the content to keep it fresh and relevant.
Action Steps:
Identify evergreen blog posts that remain relevant.
Use a scheduling tool to plan regular re-shares.
Update the messaging to keep each re-share fresh.
Updating Old Posts for Fresh Promotion Opportunities
Updating old blog posts with new information, images, or data can breathe new life into them, making them suitable for re-promotion.
Select Posts for Update: Identify older posts that have performed well or contain information that could benefit from a refresh.
Add New Content: Update the post with the latest data, insights, or additional sections. Consider adding new images, videos, or infographics to enhance the post.
Re-share the Updated Post: Once the post is refreshed, promote it as if it’s new content. Announce the update on social media, in newsletters, and on your website.
Action Steps:
Identify older posts that could benefit from an update.
Refresh the content with new information and visuals.
Promote the updated post across all your channels.
Creating a Content Calendar to Ensure Consistent Re-promotion
A content calendar helps you plan and organise the re-sharing and repurposing of your blog posts, ensuring consistent promotion throughout the year.
Plan Your Calendar: Use a tool like Google Calendar, Trello, or an Excel spreadsheet to plan out your content re-promotion. Include dates for re-sharing evergreen content, updating old posts, and publishing repurposed content.
Balance New and Repurposed Content: Ensure your calendar includes a mix of new blog posts and repurposed or updated content to keep your audience engaged with both fresh and familiar material.
Review and Adjust: Regularly review your content calendar to see what’s working and make adjustments as needed to improve engagement.
Action Steps:
Set up a content calendar using your preferred tool.
Plan re-shares, updates, and new content evenly throughout the year.
Regularly review and adjust the calendar based on performance.
Using Webinars, Ebooks, and Downloadables to Repurpose Blog Content
Turning your blog posts into more substantial content like webinars, eBooks, or downloadable guides can position your business as a thought leader and provide additional value to your audience.
Create a Webinar: Combine several blog posts on a similar topic to create a webinar. Promote it through your website, social media, and email newsletters. Use the webinar to dive deeper into the content and engage with your audience live.
Compile an Ebook: Gather related blog posts and compile them into an eBook. This can be offered as a free download on your website in exchange for email sign-ups, helping you grow your mailing list.
Design Downloadable Guides: Turn your blog posts into practical guides or checklists that your audience can download and use. These can be shared on your website, social media, and newsletters.
Action Steps:
Plan a webinar using content from multiple blog posts.
Compile an eBook from a series of related blog posts.
Design downloadable guides based on your blog content and promote them.
By repurposing and re-sharing your blog content, you can maximise its reach and impact without constantly creating new material. This approach not only extends the lifespan of your content but also ensures your message continues to resonate with and attract new audiences.
Step 8: Offline Promotion: Taking Your Blog Beyond the Digital World
While online promotion is essential, offline promotion can also play a significant role in driving traffic to your blog. By integrating your blog into your offline marketing efforts, you can reach new audiences and reinforce your brand’s presence in the physical world. Here’s how to promote your blog offline effectively.
Including Blog Links in Printed Marketing Materials
Your printed marketing materials, such as brochures, flyers, and business cards, are valuable tools for driving traffic to your blog.
Add Blog Links to Materials: Ensure that your blog’s URL is prominently displayed on all printed materials. This includes brochures, leaflets, posters, and any other marketing collateral. You can also include a short description of your blog’s content to entice readers.
Incorporate CTAs: Use a call to action (CTA) on your printed materials to encourage people to visit your blog. For example, “Visit our blog for the latest tips and advice on [your industry]” can be effective.
Action Steps:
Update all printed marketing materials to include your blog’s URL.
Add a CTA encouraging people to visit your blog.
Promoting Blog Posts at Networking Events and Conferences
Networking events and conferences are ideal opportunities to promote your blog to a targeted audience.
Mention Your Blog in Conversations: When networking, mention your blog as a resource that others might find valuable. For example, if someone asks for advice, you can refer them to a specific blog post for more detailed information.
Distribute Business Cards and Flyers: Ensure your business cards and any promotional flyers include your blog’s URL. Hand these out during the event to direct traffic to your site.
Offer to Follow Up: If someone shows interest in your blog’s topics, offer to follow up by sending them a link to a relevant blog post. This adds a personal touch and increases the likelihood they’ll visit your site.
Action Steps:
Mention your blog in conversations at networking events.
Distribute business cards and flyers with your blog’s URL.
Offer to follow up with a link to a relevant blog post.
Using QR Codes on Business Cards and Flyers to Drive Traffic
QR codes are a quick and easy way to direct people to your blog from offline materials.
Generate a QR Code: Use an online tool to create a QR code that links directly to your blog. This can be a general link to your homepage or a specific link to a relevant blog post.
Add QR Codes to Printed Materials: Include the QR code on your business cards, flyers, posters, and any other printed materials. Make sure it’s prominently displayed and easy to scan.
Encourage Scanning: Include a brief instruction next to the QR code, such as “Scan to read our latest blog post,” to encourage people to use it.
Action Steps:
Generate a QR code linking to your blog or a specific post.
Add the QR code to your business cards and flyers.
Include a short instruction encouraging people to scan the code.
Offering Free Workshops or Talks Featuring Your Blog Content
Hosting workshops or giving talks allows you to showcase your expertise while subtly promoting your blog.
Plan a Workshop or Talk: Choose a topic that aligns with your blog content and is relevant to your audience. This could be a workshop, seminar, or even a short talk at a local event.
Reference Your Blog During the Event: During the workshop or talk, refer to your blog as a source of additional information. You can highlight specific posts that attendees may find useful.
Provide Handouts with Blog Links: Give attendees handouts that include your blog’s URL and links to relevant posts. This helps drive traffic to your blog after the event.
Action Steps:
Plan a workshop or talk based on your blog’s topics.
Mention your blog during the event as a resource for further information.
Distribute handouts with links to your blog.
Leveraging Local Media and Newspapers for Blog Promotion
Local media outlets and newspapers can help you reach a broader audience and attract more visitors to your blog.
Pitch a Story to Local Media: If your blog covers topics of local interest, pitch a story to your local newspaper or radio station. Offer your expertise on a relevant issue, and mention your blog as a source of additional information.
Write a Guest Column: Some local newspapers and magazines accept guest columns. Write a piece related to your blog content and include a link to your blog in the author bio or within the article.
Advertise in Local Print Media: Consider placing a small ad in a local newspaper or magazine, promoting your blog and directing readers to visit your site.
Action Steps:
Pitch a story or expert opinion to your local media, referencing your blog.
Write a guest column for a local newspaper or magazine, including a link to your blog.
Place an ad in local print media promoting your blog.
By incorporating these offline promotion strategies into your marketing efforts, you can effectively drive more traffic to your blog, reach new audiences, and strengthen your brand’s presence both online and offline.
Conclusion: The Power of Persistent and Diverse Promotion
Recapping the Importance of Consistent Promotion
Promoting your blog posts is crucial to reaching new audiences and growing your small business. Consistent promotion ensures that your content remains visible and continues to attract readers over time. By regularly sharing and distributing your blog posts, you keep your audience engaged and drive more traffic to your website. Remember, simply creating great content isn’t enough—consistent promotion is key to ensuring your blog gets the attention it deserves.
Action Steps:
Make a habit of promoting each new blog post across multiple channels.
Create a promotion schedule to ensure consistent efforts.
Encouragement to Experiment with Multiple Distribution Channels
To maximise the reach of your blog posts, it’s essential to experiment with various distribution channels. Different platforms and methods will yield different results, and what works best can change over time. By diversifying your promotional efforts, you can discover which channels are most effective for your audience and adapt your strategy accordingly.
Action Steps:
Try different social media platforms, email campaigns, and offline methods to see what works best.
Track the performance of each channel and adjust your strategy based on the results.
Staying Committed to Long-Term Growth Through Strategic Promotion
Achieving significant growth doesn’t happen overnight. It requires a long-term commitment to strategic promotion. By staying dedicated to regularly promoting your blog and continuously refining your approach, you can build a strong, loyal audience and achieve sustained growth. Patience and persistence are essential—keep experimenting, learning, and improving your promotion strategies.
Action Steps:
Set long-term goals for your blog’s growth and plan your promotion strategy accordingly.
Stay patient and persistent, even if results aren’t immediate.
Regularly review and refine your promotion tactics to ensure continuous improvement.
In conclusion, the power of persistent and diverse promotion cannot be overstated. By consistently promoting your blog posts through various channels, experimenting with different methods, and staying committed to your long-term goals, you can effectively amplify your audience and grow your small business. Remember, promotion is an ongoing process—keep at it, and you will see the results.