In this post, I’m going to show you how to promote a new blog post using two distinct strategies that cover the entire life cycle of your content.
Using these techniques, you’ll be able to optimize content for higher conversions and you’ll know exactly where to promote blog posts after publishing them.
If you’ve been wondering How do I promote my blog post?, this post is for you!
Let’s get started..
How can I promote my content?
This is one of the most common questions I get asked. But while the answer itself is pretty simple, it doesn’t give me enough background information to help out.
Since your blog most likely has different objectives, topics, target audience, etc. than mine, this post is designed to give you the concepts and template I use so that you can develop a unique strategy for your exact situation.
But before developing a strategy for blog promotion, you need to know the purpose of your blog post, and you need to make sure it’s a great piece of content.
Why did you write that post?
There are lots of reasons to write a blog post; to inform the reader, to market a product, to enhance your brand identity, and so on.
Knowing the purpose of your content helps you understand who the audience is and how best to promote it.
Is it really a great piece of content?
The other, and arguably more important, point to consider is whether or not your blog post is worth promoting.
Promoting poor content can damage your brand. Spend time improving your writing skills and blog formatting before you start worrying about blog promotion strategies.
With that out of the way, let’s talk about the ‘content life cycle’ and how to promote a blog for free.
The Content Life Cycle
Each piece of content you create has a life cycle. From the initial idea, through the creation process, and up to the point that this content is no longer relevant.
Whenever possible, I try to focus on evergreen content that has a much longer life cycle than things like news, current events, etc.
While coming up with new ideas for blog posts, think about that post’s life cycle, and try to create it in such a way that it will be relevant for a long time… possibly forever with minor updates and changes along the way.
Now, you’ll understand how to promote a new blog post using the two strategies I’m about to describe.
Without promotion something terrible happens… nothing.
How To Promote A New Blog Post
The first few steps of blog promotion actually happen before you hit publish.
But this is just the beginning. Now it’s time to focus on bringing traffic to our content today. In other words, let’s talk about how to promote a blog on social media.
As mentioned earlier, I use a multi-pronged approach for promoting new blog posts. I like to break things down into two categories: Active Marketing and Passive Marketing.
Active marketing begins the moment you hit publish, and serves a simple purpose: gaining traction.
Once you hit the publish button… nothing happens. For a while..
Besides yourself (and perhaps your email subscribers), nobody knows the new post exists. It takes active promotion on your part to start gaining traction.
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In practice, this means creating lots of unique social media posts, optimizing them for each platform, and scheduling them at different intervals to see what works best.
The good news is that much of this work can be automated.
You probably already have a social media marketing tool at your disposal, so try to take full advantage of it.
For the brands I manage, MissingLettr does the heavy lifting.
It creates automated drip campaigns for every blog post I publish, consisting of 9 unique posts spread out over 12 months. And their curated library tends to get 100+ shares for each new post I add.
The key here is that Active Marketing is where you are actively testing different ideas, designs, and strategies to find the best solutions for your blog.
Passive marketing also starts shortly after you publish a new blog post, but it serves a slightly different purpose: building momentum.
Passive marketing is just that; passive. Once you set this in motion, you don’t need to make frequent changes.
This is where you see what’s been working with your active marketing efforts and double down on those successes.
Active marketing teaches you how to promote a new blog post, but passive marketing is how you extend your content’s life cycle.
And just like with active marketing, much of this work can be automated using your social media management tool.
For my online businesses, SocialBee handles all of the evergreen passive marketing.
It lets me create several variations of each social media post (optimized for each platform), and rotates through these versions each time it’s shared, so there’s plenty of variety on my timelines.
The key here is that Passive Marketing builds on everything you learned from your active marketing efforts, and helps you create an automated evergreen marketing system to help your blog maintain (and increase) its momentum.
When learning how to promote a new blog post, there is a lot to consider; SEO, marketing images (optimized for each social media platform), and where & when to share the new post.
This is where the multi-pronged approach of Active & Passive marketing really shines.. and each one has an important part to play.
Active marketing gives you instant feedback. It casts a wide net, helps you discover when & where to post, which images and titles have the best CTR, and so on.
Passive marketing takes that feedback and weaves it into an evergreen campaign.
This approach keeps your social feeds consistent, introduces old (but still relevant) content to your followers, and helps maximize the life cycle of your content.
What about you?
What is your best tip for promoting new blog posts?
Let us know by leaving a comment below.