For a blog to start earning, it needs to have a sufficient traffic volume. In other words, the more visitors your blog has on a daily, the more interested companies will be to market their products and services. Even if you just want to reach out to more people with your blog content —not necessarily to make money – you need to promote your blog.
In this article, author and digital marketing professional Alex Lysak goes over tips, tricks, tools, and strategies that will help develop and enhance your blog’s reach and expand its audience.
You can promote nearly any type of content. If the blog content you are promoting adds no value to its readers, then any promotions will only have short-lived results. You need to ensure that the blog content you are promoting is worth promoting in the first place.
It’s important to go over the following steps before considering how to promote your blog content actively so that those promotion activities can ultimately be effective.
Competitor SEO Analysis
If you’re knowledgeable about the topics in your blog, the keywords you need to use should come naturally to you. It’s worth taking the time to discover the keywords other blog writers in your niche are using to bring in traffic.
With a keyword research tool like Ahrefs, you’ll be able to identify and target specific long-tail keywords used by top-ranking blogs on similar subjects in your niche. From there, you can plan the content you’ll be putting out. You may even discover topics within your field that you’d never considered writing about.
You can also enlist the services of professionals to improve your on-page and off-page SEO and generate quality leads. Getting help from third-party SEO experts helps you quickly develop areas of your marketing strategy by identifying high-quality opportunities through collaboration.
Cluster Blog Posts Around Pillar Content
Pillar content consists of extensive, deep dives into specific topics that provide readers with plenty of useful information. Once you have your pillar content article, you can continuously link back to it from other articles. By linking these related articles together, you can create a content cluster.
Using interlinked content makes it easier for readers to navigate your site and find content relevant to their search queries. When selecting which subject to base pillar content articles on, prioritize high-traffic keywords. Then build cluster content on subjects related to the pillar, focusing on niches to avoid overlapping content redundancies.
Another benefit of structuring blog content in clusters is later promoting clustered articles through targeted messaging. This way, you’ll be able to promote a content cluster to a specific audience.
Meet Target Audience Expectations
If you’ve taken the time to do a competitor SEO analysis and identify the keywords you need to focus on, then you’ve already taken the first step towards understanding and meeting your blog audience‘s expectations.
All that’s left for you to do is to create detailed, comprehensive content relevant to your audience. Beyond the substance of your content, meeting audience expectations also involves proper presentation and on-page SEO.
You need to present your content with a defined, easy-to-navigate structure. Proper presentation means structuring your articles logically, using headers, and providing outlines for lengthy pillar content; it is also helped by interlinking articles on related topics together.
The purpose of on-page SEO is two-fold: first, it makes your site more easily navigable for visitors and search engines, and second, it increases site traffic by helping search engines index it so people can discover it.
Here are some best practices for you to follow:
- Use title and header tags appropriately
- Create unique meta descriptions for each of your blog posts
- Make article headlines into clickable links
- Don’t have more than one target keyword per blog post
- Use shorter sentences and paragraphs to improve readability
Enhance Reader Engagement With Video
According to research, using directly relevant videos as part of blog content increases website traffic and the time visitors spend on a page. Videos can improve visitors’ experiences by breaking up long stretches of text.
Videos are a great tool for making your blog better resource, but they are, by no means, a necessity for great content, so don’t shy away from writing about something just because you haven’t got a video to go along with your article.
Now that we’re done going over how to ensure high-quality content, the first way to promote your blog is through:
Influencers serve as trusted sources for substantial followings in a given industry. Other established bloggers with large audiences are one example of influencers you can tap to promote your content.
Influencers you tap into don’t need to be using the same medium as you. Vloggers, for example, can give your blog a literal shoutout by mentioning it in their videos.
A typical exchange is when both parties agree to promote one another. In the vlogger example, in exchange for mentioning a blog on one of their videos, that blog would then write an article on the same topic and embed the vlogger’s video into it, giving the vlogger exposure to the blog’s visitors.
When selecting which influencers to collaborate with on content marketing, it is important that you narrow your selection. Reach out to influencers who are either not in direct competition with you (e.g., authorities within the same niche) or, at the very least, using different mediums (e.g., blog posts vs. videos).
The first step to promote your blog through email marketing is gathering email subscribers. You need to give your blog’s visitors the option to subscribe to email notifications early so that your email list can grow together with your blog.
You can encourage more visitors to subscribe to your email list by offering giveaways and prizes. What you offer should be related to the content of your blog. If you’re worried about the expense of giving out prizes, consider contacting a company that produces the product. You’ll be giving away for sponsorship in exchange for free products.
Once you have a list of email subscribers, you’ll want to email teasers for each new blog post to them. Since they subscribed to receive emails from you, they are, by default, more likely to engage with your content than someone who randomly clicked onto your site after finding one of your articles on a search engine.
In North America, mobile devices account for nearly half of all internet usage. Worldwide, they account for about 57% of internet access.This makes push notifications a vital marketing tool as powerful, than email marketing because messages go directly to mobile users.
You can send out push notifications concurrently with your email marketing. You don’t need someone’s email to send them a push notification; they only need to agree to receive them. Take time to create relevant push notifications for whichever post you are promoting.
Create an Online Community
Online communities are a great, free way to promote your blog and attract a more diverse audience. They allow you to communicate directly with your target audience outside of your blog posts. By promoting your blog on a separate site, you’ll be able to increase engagement with your audience and, at the same time, develop backlinks to your content and off-page SEO.
Some simple ways you can create a community are:
- Blog Forums
Visitors will be able to start discussions with one another, and you will be able to respond to them. As an added benefit, you can give forum members the option to opt-in to your email list.
- Facebook Groups
You can post content relevant to the blog posts that you might have missed or couldn’t discuss earlier with a Facebook group. Facebook groups also let your ask questions and poll your audience for ideas on future content that they’d like to see.
You can create a group on LinkedIn for professionals to discuss specific topics relevant to your blog. If your blog’s target audience consists of professionals, LinkedIn is one of the best platforms for you to connect and engage with them.
Reddit is a great platform for discussions, but excessive promotional content is often considered spam because discussions are the focus. To get around strict moderation, create a Subreddit for your community to engage with instead. When promoting your content on Reddit, Subreddit, it’s best to do so by encouraging discussions. Post links to your blog post sparingly.
Quora is a site where users ask and answer each other’s questions. Here you can find questions relevant to your blog posts, answer with a teaser of your blog content and even provide a link. Take time to write a novel answer when answering on Quora to improve the probability of your answer getting upvoted. Which, in itself, serves as a great promotion for your blog.
WordPress Blog Promotion Tools
WordPress is by far the most common management system to create and promote your blog. It has nearly two-thirds of the market share of all blogs in 2022. This translates into a lot of effort going into developing tools you can use to streamline the process of promoting your WordPress blog. Here are a few:
Yoast is one of the most well-known WordPress SEO plugins. It’s useful for staying on top of keyword utilization, image optimization, and content readability. Yoast SEO offers a freemium plan that you can use to get started and premium ones if you wish to upgrade later.
MonsterInsights is a standalone analytics plugin that integrates seamlessly with Yoast to provide real-time SEO metrics on demand. When you’re ready, you may upgrade to a premium subscription from MonsterInsights’ unlimited trial edition.
Pretty Links makes affiliate marketing easier by simplifying the linking process. The plugin lets you automatically add new affiliate links to existing content based on keywords that you define for the tool. It also has the dual function of shortening links, making them more readable and easier to share.
The paid version is pretty pricey at $79/year, but there is a free version with limited functionality that should be enough to get you started.
This tool lets you quickly optimize image dimensions and compression for blog and social media posts. There is a free version with basic features perfect for smaller new blogs that are just starting out. Once you need to, you can upgrade to the paid plans, which go for as little as $19 a month.
Blog promotion and marketing is an ongoing activity that you’ll need to do from the very start. It can take some time to get the ball rolling, but with the tools and tips outlined above, you can start to promote your blog and reaching a wider audience even with little to no budget for marketing.