Table of contents:
Read to get more than 20 actionable tips that you can use right now to not only write a more engaging blog, but keep that important traffic flowing to it.
Maintaining a company blog can sometimes feel like a full-time job.
From picking a relevant topic to researching keywords to getting those social shares…it can all be a tad overwhelming – especially when it comes to promoting your posts. If you’re feeling the pressure, kick back and take a breather, because we’re here to help.
In this guide, we'll share more than 20 actionable tips which you can use right now to not only write a more engaging blog, but keep that all-important traffic flowing to it, too.
So, without further ado, we present to you our collection of sure-fire tips to promote your blog in 2020, presented in three parts.
Part I: 6 tips for before you write
Let’s begin, quite fittingly, at the beginning. Sorry, there’s no ‘set and forget’ here, because the process actually begins before you put your digital pen to paper.
Here are our top tips to keep in mind before and during the writing of your blog post.
1. Carry out extensive keyword research
Thankfully for all of us, the days of “keyword stuffing” are long past – but that doesn’t mean keywords don’t matter.
While Google and other search engines love quality content, the keywords and phrases you use in the content still affect your search ranking.
With this in mind, it’s essential that you carry out extensive keyword research before you write your content to ensure they’re naturally woven into the work.
Stuck on how to do this? Use a tool like UberSuggest to get started.
2. Make sure there’s a gap in the market for your blog post
There’s no denying that the web is saturated with content, which is why it’s so important to focus on quality over quantity, always. But even the best content in the world will struggle if there’s simply too much competition.
To avoid this, be sure to do some “Google Fu” on your topic to ensure there’s a gap in the market for your content.
Are people looking for a specific answer? If so, your content could answer it.
Tailor your content to answer specific search queries that are lacking in quality content.
3. Find out what’s dominating the search results (and do it better)
Even if your research shows that page 1 of the search results is dominated by a competitor, that doesn’t always mean you should give up. It’s always worth looking at the level of quality those on the top of Google are putting out.
If you’re certain you can do a better job, then there’s every chance you could pull the rug and take top spot for yourself – especially if you put all of the tips in this article to good use.
4. Leverage your social media audience to crowdsource ideas
Depending on the size of your existing social media audience, one good way to get some early buzz going for a content idea is to ask people what they want.
It seems obvious, right? But it’s something not many brands actually do.
A simple tweet or poll running a potential idea by your audience can result in some serious buzz for your next blog post – and that stuff is like gold-dust.
5. Sharpen your copywriting skills to grab attention
No matter how much of a content aficionado you are, there’s always room for a little improvement. Before you start to pen your next piece of content, consider brushing up on some copywriting essentials. These simple tactics can help you grab attention from potential readers – and hold it, too.
6. Decide on your content format
Having a germ of an idea is a great start, but you also need to think about what the final product will look like.
Should this be a long-form “ultimate guide” type blog post? Or perhaps this idea lends itself more to a short, high-density piece? Or should you scrap the blog post idea entirely and do a video instead?
These ideas are all worth considering, and they’ll all give you confidence as you’re working on the post.
Part II: A handful of tips for before you publish
Okay, you’ve dotted every ‘i’ and crossed every ‘t’, it must be time to hit the “Publish” button, right? Well… not quite.
There are just a couple of teeny-tiny things you can do at this point to amplify your post’s chances of hitting the big-time.
1. Be sure you’ve got a killer headline
We all know that attention is in short supply in the digital age, which is exactly why grabbing attention immediately is so important.
One super-effective way to do that is by writing a killer headline that the reader just has to click. Note that we’re absolutely not talking about clickbait – there is a big difference. In fact, writing a great headline is something of a science.
Check out this guide for everything you need to know about the anatomy of a great blog headline.
2. Add a call-to-action (CTA) to the end of your post
The last thing you want is for your readers to simply click away once they’ve finished reading your content. In fact, you want to make sure that they’ve got plenty of additional resources to explore now that they’re engaged with your brand.
To do that, you’ll want to include a CTA, or call-to-action, linking them to either another blog post with valuable information or a page on your website.
3. Review your keywords one more time
Remember all that keyword research you did earlier?
No matter how diligent you were in the planning phase, the writing process can be somewhat fluid, meaning keyword weighting can shift over time. As you’re proofreading your work, take note of your keywords and phrases and make sure they’re included naturally and don’t come across as being forced or artificially placed.
Remember, we’re focusing on content quality above all else, every step of the way here.
4. Ask someone else to review your content
You know what they say: there’s nothing like a second pair of eyes. In the case of blog post writing, that might just go double.
A single typo in your brand’s magnum opus can have a detrimental effect on the message you’re trying to deliver, so it’s a good idea to peer-review your content.
Outside of typos, someone else might also see wood when you’ve been seeing trees, if you catch our drift.
Part III: 11 tips for after you publish
“Finally,” we hear you cry, “it’s time to get this literary masterpiece out into the wild.” Well… we’ve some good news and some bad news.
The good news is, yes! It’s time to hit the big green button and publish your new blog post.
The bad news? Your work doesn’t quite end there.
But don’t worry – we’re here to walk you through it.
1. Make a list of everywhere you’ll promote your blog post (and understand why)
When it comes to getting your content out the door and into the big wide world, you’ve got plenty of options.
Promotion comes in many forms, from social media posts to sharing on sites like reddit – but there needs to be a strategy behind your choices.
Before you do anything else, take some time to document where you’ll be promoting your post – and be sure to list why you’ve chosen that particular spot.
2. Go where your audience is
One of the most natural choices for content promotion is social media, but it can paint a pretty broad brush.
After all, the folks using LinkedIn are certainly not the same as those using TikTok, right?
This is a roundabout way of saying that you should focus your content promotion on those networks which your audience actually use – anything else is just yelling into the wind.
When you’ve decided on your channels, be sure to capture all of your actions and goals in a social media content calendar to keep things on track.
3. Consider which hashtags you’ll use for social sharing
With your social focus in mind, you’ll also need to consider the many moving parts social sharing presents. More specifically, you need to think about your hashtags.
While there aren’t too many folks who browse using hashtags, you’ll often find some social uplift provided you choose hashtags which are relevant to the content. Get this pairing right and you’ll find your audience expands even further.
Especially if you’re distributing content on places like Medium or Linkedin.
4. Break your post down into bitesize social shareables
Some social platforms, like Instagram, are visual. Not only that, but they also make linking to content a little tricky.
Not to worry, though, because you can break your blog post down into bitesize “microcontent” – images showcasing the key points of your post. And, of course, be sure to do the whole “link in bio” thing, too using a tool like Many.link.
5. Do a little bit of outreach
Nobody will know your own industry better than you do, and this inside knowledge can come in very handy when you’re promoting your content.
It should be easy enough for you to track down the influencers, bloggers, and thought-leaders in your space. From there, it’s a simple matter of sending a friendly message or tweet to ask them to glance at your content.
You never know – it might just pay off.
6. Be bold and share your content with relevant people
If you’ve ever written (or even just created) anything before, you’ll know how daunting it can be to share it with the people you know.
But if you’ve got a large network on social platforms – especially professional ones like LinkedIn – you’re really missing a trick by not sharing your own content there.
Our advice is to be bold, bite the bullet, and share your content with reckless abandon.
Chances are, your network will love it.
7. Think about building a newsletter or email campaign around your article’s theme
Lots of companies have newsletters and email lists, but they don’t always use them to best effect.
If you’ve been scratching your head over how best to leverage your subscribers, adapting your latest blog post into an email newsletter can be a quick and easy way to engage your existing audience without risking duplicate content.
8. Tag relevant brands or individuals (and hope for a signal boost).
Depending on the specific blog post you’ve written, there may well be brands or individuals you’ve covered.
If so – and assuming the coverage is positive – it’s certainly worth tagging them in when sharing on social channels. It only takes a few clicks or taps, and hey – it might just result in thousands of pageviews, and that’s nothing to sniff at.
9. Consider how you might repurpose your content for other platforms
As you may know, Google frowns upon duplicated content, so you want to avoid that where you can. That said, there’s no reason that you can’t adapt your blog post to entirely different mediums.
We already mentioned adapting it into an email newsletter, but you might also think about a YouTube video or podcast. Waste not, want not.
10. Submit your article to long-form platforms
There are a few long-form article publishing platforms out there which can help amplify your content. Examples include Medium (here’s a handy import tool for Medium) and Quora Spaces, and they’re a great way to have your content seen by even more people.
You won’t necessarily get an SEO boost, but it’s certainly a great way to boost your brand awareness.
Oh, and if you do go this route, be sure to set the canonical link back to your website to avoid any duplicate content worries.
11. Build your very own content calendar
If this guide has proven anything, it’s that blogging for business is far more in-depth process than simply tapping out a few hundred words and letting it fly.
If you really want to make the blog writing process simpler and easier to manage, a content calendar is a must.
By adding key dates for publishing content, you’ll give yourself targets and deadlines which will really help the content machine churning.
Ready to start promoting your next blog post?
Phew! Still with us? We hope so.
As you can see, promoting your company blog isn’t a set-it-and-forget-it solution. Instead, promotion is tightly integrated with every step of the blog creation process.
If it all feels a little overwhelming, don’t worry, because Scribly is here to help.
Our team will help you at every stage – from generating blog post ideas to keeping the clicks coming – and you don’t need to lift a finger.
Want to find out more? Say hello today and discover how Scribly could help your business grow (and scale) through the power of content marketing.