How to Promote Blog Content to Gain More Control Over Your Online Brand
In any reputation improvement campaign, the promotion of positive content is a central theme. One of the most common kinds of content to promote is a blog. Blogs are used often for campaigns because they can be totally controlled, unlike Facebook or LinkedIn. This article covers the best ways to promote a blog to improve search results.
Organic SEO Strategies for Blog Post Promotion
More traffic often means higher search engine visibility.
Search engine optimization (SEO) is vital in driving organic traffic to your blog, and traffic is one of the ways Google decides the value of a page. By optimizing your content to rank higher in search engine results pages (SERPs), you can attract more visitors, increase your blog’s visibility, and outrank negative online content.
Here are some actionable SEO strategies to promote your blog.
1. Follow On-Page SEO Best Practices
To enhance your blog’s visibility, optimizing each post for search engines is one of the best things you can do. Follow these on-page SEO best practices:
- Conduct keyword research to identify relevant search terms and incorporate them naturally into your content. So, if your objective is to outrank something negative for “John Smith,” then that is your main search term to optimize for.
- Optimize your blog post URL, title tag, meta description, and first paragraph with your main search term.
- Provide in-depth coverage of your topic, offering valuable information to readers that is different from what is already out there. When in doubt – go niche.
- Aim for an appropriate word count, there is no perfect word-count. But most experts say that around 2,000-3,000 words will suffice. It can be less, though, especially if it is niche content.
- Use sub-headings (H2s, H3s, H4s, etc.) to improve readability and structure your content.
- Use short paragraphs.
By implementing these on-page SEO strategies, you can improve your blog’s chances of ranking higher in search results and driving more organic traffic.
2. Use Irresistible Headlines
We do not suggest you use clickbait headlines like the one in the above image.
But taking the extra time to write headlines that compel people to click your article is always worth it. Nobody will ever read your article if you can’t even get people to click your link.
The same goes for subheadings. Since most of your readers will simply be skimming your article on their phones, engaging subheadings can keep them on your page longer.
We have an article on “clickbait” headlines here, and, again, while we don’t suggest creating those types of headlines (as a rule), you can learn about how and why they work.
3. Update and Refresh Old Content
If you have a backlog of older blog posts, consider updating and refreshing them to improve their ranking potential. If you want to speed things up you can use a AI content writing suite like WriteSonic.
Why update? Outdated content may not perform as well in search results, so it’s important to keep your posts relevant and up to date. Update information, add new images, and optimize them with target keywords. Breathing new life into your old content can increase its visibility and attract new readers.
4. Leverage Guest Posting Opportunities
Guest posting is an effective way to promote your blog and reach new audiences, but it’s not nearly as effective as it was in years past. Still, it’s worth spending some time on.
Identify reputable blogs or online publications in your niche and offer to write articles for them. In return, you’ll receive author credits and a bio link pointing back to your blog. Guest posting helps build backlinks for SEO and exposes your blog to a wider audience. Choose relevant topics that provide valuable content to engage readers and encourage them to visit your blog.
5. Utilize HARO for Media Coverage
Help a Reporter Out (HARO) is a platform where journalists seek expert opinions and contributions for their stories. By signing up as a contributor, you can answer relevant queries and provide valuable insights. For example, if you are an expert in the art of motorcycle maintenance, then offer your expertise to journalists using HARO. If a journalist uses your quote in their article, they will sometimes credit you as the source, often with a link back to your blog. This drives traffic and enhances your blog’s authority through backlinks from reputable news sites.
6. Optimize Internal Linking
Internal linking is a powerful SEO strategy that improves user experience and helps search engines understand the structure of your blog. See what we just did there? We included a link from the word “blog” to our blog.
Include relevant internal links within your blog posts to guide readers to related content on your site. This increases engagement and helps search engines crawl and index your pages more effectively. By utilizing internal linking, you can boost your blog’s SEO and encourage visitors to explore more of your content.
7. Use Primary and Long-Tail Keyphrases
Google’s “searches related to” section is a great place to source other keywords to include in your content. Google doesn’t always include related searches at the bottom, though.
Another place to find related subjects and search terms to write about is a website called Answer the Public. The site tells you the who, what, when, and where types of queries people are curious about. It returns the answer to your query visually, like this:
Expert tools like Ahrefs and SemRush are other good ways to find keywords similar to your main search phrase.
Social Media Strategies for Blog Post Promotion
Social media platforms provide an opportunity to promote your blog and engage with your audience, which is not to be missed. With billions of active users, social media can significantly increase your blog’s visibility and drive traffic. Here are some effective social media strategies to promote your blog posts.
1. Share New Posts on Multiple Social Media Platforms
When you publish a new blog post, share it across all your active social media accounts. This includes platforms like Facebook, Instagram, TikTok, LinkedIn, and X. By sharing your content on multiple channels, you can reach a broader audience and increase the chances of driving traffic to your blog.
2. Add Social Share Buttons to Your Blog
This article has social share buttons. Yours should too. Make it easy for readers to share your blog posts by adding them. These buttons allow users to share your content with their followers in just one click. By incorporating social share buttons into your blog, you can encourage readers to share your posts, expanding your reach and driving more traffic to your blog.
3. Optimize Your Posts for Social Media
To maximize click-through rates and engagement on social media, optimize your blog posts for each platform. Use Open Graph tags to control how your posts appear on social media, ensuring they look appealing and clickable. Customize your headlines and descriptions to entice users to click and read your blog posts. You can also use AI tools like ChatGPT and others to create multiple ides for headlines and hashtags.
4. Run Social Media Contests and Giveaways
Do you have an audience? If you do, engage them and promote your blog by running contests and giveaways on social media. Offer a valuable prize that appeals to your target audience, such as a product or exclusive content – or even a Starbucks card. To participate, users can be required to visit your blog, like or share a specific blog post, or tag a friend. Contests and giveaways can generate buzz, increase brand awareness, and drive traffic to your blog.
5. Repurpose Blog Posts into Videos and Podcasts
Expand your blog’s reach by repurposing your posts into videos and podcasts. Again, AI can help here. Upload videos to platforms like YouTube, providing links to your blog in the descriptions. Similarly, convert your blog posts into podcast episodes and distribute them on platforms like Spotify and Apple Podcasts. Repurposing content into different formats allows you to tap into new audiences and provide a fresh experience for your existing readers.
Email Strategies for Blog Post Promotion
Email marketing remains a highly effective channel for promoting your blog and engaging with your audience. By leveraging email, you can nurture relationships, drive traffic, and increase overall engagement. Here are some strategies to promote your blog through email.
1. Set Up an Email Newsletter
Create an email newsletter to regularly communicate with your subscribers and share your latest blog posts. Use an email marketing platform like MailerLite to design and send visually appealing newsletters. Include links to your blog posts, enticing readers to click and visit your site. A well-executed email newsletter can drive traffic and build loyalty among your audience.
2. Use Opt-In Forms to Grow Your Email List
To expand your email subscriber base, utilize opt-in forms on your website. These forms capture visitor information and encourage them to join your mailing list. Offer valuable incentives, such as exclusive content or discounts, to entice users to subscribe. Opt-in forms can be placed on your website’s sidebar, footer, or dedicated landing pages. Growing your email list enables you to reach a larger audience and promote your blog more effectively.
3. Segment Your Email List
Segmenting your email list allows you to send targeted content to specific groups of subscribers. Analyze data and behavior to understand your audience’s interests and preferences. Segment your list based on factors like demographics, interests, or engagement levels. By tailoring your email content to each segment, you can provide more relevant and personalized information, increasing engagement and driving traffic to your blog.
4. Link to Your Blog in Business Emails
Maximize the visibility of your blog by including links in your other business emails. Whether it’s a welcome email, order confirmation, or customer support response, add a call-to-action (CTA) inviting recipients to visit your blog. This simple addition can drive traffic and increase awareness of your blog among your existing contacts.
5. Optimize Email Content for Higher Open and Click-Through Rates
To ensure your email marketing efforts are effective, optimize your content to maximize open rates and click-through rates (CTRs). Experiment with different subject lines to find what resonates best with your audience. Consider the timing of your emails to increase the chances of recipients opening them. By continuously optimizing your email content, you can improve engagement, drive more traffic to your blog, and nurture stronger relationships with your subscribers.
Paid Ads Strategies for Blog Post Promotion
While organic traffic is the ultimate goal, paid ads can provide an initial boost to your blog’s visibility and traffic. By investing in paid advertising, you can reach a broader audience and promote your blog effectively. Here are some strategies for using paid ads to promote your blog posts.
1. Run Google Ads Campaigns
Google Ads is a powerful platform for running pay-per-click (PPC) advertising campaigns. Target keywords relevant to your blog posts and create compelling ad copy. When users search for those keywords, your ads will appear at the top of the search results. By driving targeted traffic to your blog through Google Ads, you can increase visibility and attract new readers.
2. Utilize Social Media Advertising
Social media platforms offer robust advertising options to promote your blog posts. Select the platforms where your target audience is most active, such as Facebook, Instagram, or LinkedIn. Create engaging ad campaigns that highlight the value of your blog content. By leveraging social media advertising, you can expand your reach, drive traffic, and increase engagement with your blog.
3. Partner with Influencers
Collaborating with influencers in your niche can be a highly effective way to promote your blog. Identify influencers with a large and engaged following and negotiate partnerships to promote your blog posts. Influencers can share your content with their audience, provide testimonials, or even contribute guest posts. Partnering with influencers enables you to tap into their existing audience and increase your blog’s visibility and reach.
4. Utilize Native Advertising
Have you ever read an article only to discover it was probably a sneaky ad? Native advertising involves promoting your blog content within the context of other relevant content on various platforms. Native ads seamlessly blend with the platform’s design and user experience, resulting in higher engagement and click-through rates. By utilizing native advertising, you can reach a wider audience and drive targeted traffic to your blog.
5. Retargeting Campaigns
Retargeting campaigns allow you to target individuals who have previously visited your blog or engaged with your content. By serving ads to these individuals across various platforms, you can remind them of your blog and encourage them to revisit. Retargeting campaigns can be highly effective in driving traffic and increasing engagement with your blog.
Citations and Further Reading
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HubSpot. (2022). How to Promote Your Blog. https://blog.hubspot.com/marketing/how-to-promote-your-blog
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Oberlo. (2023). How to Promote Your Blog
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Neil Patel. (2023). How to Promote Your Blog
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Backlinko. (2023). Blog Promotion: The Ultimate Guide.
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Social Media Examiner. . How to Use Social Media to Promote Your Blog. https://www.socialmediaexaminer.com/how-to-promote-blog-posts-using-social-media-guide-for-marketers/
Remember, promoting your blog requires a comprehensive approach across multiple channels. Implement the strategies discussed in this guide to increase traffic, engage your audience, and achieve your blog’s goals. With consistent effort and a well-executed promotion plan, you can significantly enhance your blog’s visibility and reach.
Without a solid content promotion plan in place, your readership may never increase. In fact, you should be spending more time promoting your posts than you spend actually writing them.
About the author
Brianne Schaer is a Writer and Editor for Reputation X, an award-winning online reputation management services agency based in California. Brianne has more than seven years of experience creating powerful stories, how-to documentation, SEO articles, and Wikipedia content for brands and individuals. When she’s not battling AI content bots, she is cruising around town in her Karmann Ghia. You can see more of her articles here and here.
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Tags: Reputation Marketing.
