How to promote your blog in a highly competitive online environment

Posted by Daryn Smith on 16 July 2014 | Comments


The practice of including blogging in brands’ marketing strategies is increasing. Strategic blogging can be an incredibly effective marketing tool, both in the B2B and B2C spheres. Regular blogging is useful for improving organic search rankings, educating consumers and positioning your brand as a thought leader in your industry.

Blogging for business only works when a significant number of people regularly read your blog, however. A blog won’t be much use if your PA is the only person who ever reads it. With more and more brands launching their own blogs, you’re probably wondering how to promote your blog in this increasingly competitive online environment.

There are a number of different ways to make sure that your blog grabs consumers’ attention. Find out how to promote your blog below:

Learn how to target key phrases – eloquently.

The first step to knowing how to promote your blog is getting a handle on strategic blogging. To blog strategically, you need to ensure that every piece of content you post targets a specific key phrase. Regularly targeting specific key phrases will boost your organic search engine rankings, ensuring that you’re found when customers need you. This doesn’t mean stuffing text with the same keyword over and over again, however. Badly written content that’s crammed with keywords is easy to spot and Google crawlers will penalise you for this. Instead, write blogs that are eloquent and intelligent as well as optimised for search.

Take your PR tactics online.

Offer your best blog articles to top industry websites and other popular blogs to be featured as opinion pieces or guest blogs. Being featured on a top industry website –Bizcommunity, for example – gives your article instant credibility and goes a long way to establishing you as a thought leader. Always include a link back to your own blog to direct traffic back to your website.

Encourage social sharing.

Making social sharing buttons prominent and eye-catching prompts readers to share your content with their friends. Keep in mind that people are hesitant to be the first to share something, so as soon as a blog goes live, ask employees and staff to share it on their own social media accounts.

Encourage syndication.

If you’re creating high quality, useful content – which you should be – chances are your followers will begin sharing it with their online connections. While this is great, it gets even better. There are a host of online syndication tools that will pick up on your blog’s popularity and start sharing it with their readers, too. Increase your chances of getting picked up by a syndication tool by making sure that you tag your content correctly. This tells the syndication crawlers exactly what your content is about and who is likely to find it useful. Remember, in order for syndication crawlers to understand your content, it needs to be in RSS format, so ensure that your blog has an RSS feed.

Pay for your content to be promoted on social media.

Social channels like LinkedIn, Facebook and Twitter have paid content promotion functions. For a fee, these social networks will make sure that your content is displayed more prominently and more often in users’ newsfeeds. They’ll also promote your content to users who don’t even follow you. Similarly, some industry websites will promote your content by featuring it as suggested content at the bottom of related articles.

Include a link to your latest blog or social media post in your email signature.

If you want to know how to promote your blog with minimal effort, this is an incredibly simple way to attract a few more readers. Simply get all of your employees to include a link to your latest social media post in their email signatures. To do this, we use an app called WiseStamp, which automatically embeds MPULL’s latest Tweet into our employees’ email signatures.

Become a LinkedIn publisher.

Once LinkedIn notices that you’re regularly contributing content to the networking site, it will promote you to ‘publisher’ status. Besides giving you an instant credibility boost, being a LinkedIn publisher means that the network will notify all of your connections each time you post a new piece of content to LinkedIn. Because this content is published on LinkedIn itself, always remember to include a link to your own blog at the bottom of the article.

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Author: Daryn Smith

Image credit: Create For Cash



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