Though things have changed since the early days of blogging, it is still a pivotal point in any successful digital marketing campaign. Blogging is alive and well, in fact, a blog with great content and a high volume of keywords matter more than ever.
There are many business owners who believe that because blogging has been around for a while, it may not deliver the same effect to a campaign as it has in previous years. Business owners either tend to overthink or oversimplify their approach to blogging.
There are smart and effective things that you as a business owner should be doing after you publish a blog post. These things will help increase traffic to your website, get backlinks, engage, and entice your target audience, and build your brand.
‘Copy editing (also copy-editing or copyediting, sometimes abbreviated CE) is the process of taking raw material to improve the formatting, style, and accuracy of text’ -Wikipedia
It is definitely an obvious step, but it is very easy to overlook this one. It is also annoying to find out there is an obvious error when someone sends you a tweet about it!
You may think that you are fairly thorough with the whole proofreading game and that you are being diligent about catching spelling/grammar mistakes. No matter how meticulous you may think you are, on occasion you may find some errors after publishing.
‘95.9% of bloggers promote their blog posts via social media.’ -optinmonster
The key here is to share all your blog content on the social platforms you are active on. Do not just spam channels that you don’t otherwise use. You won't be attracting anything worthwhile to your business. You can look at this like losing brand credibility.
You should be thinking about which channels are best for promoting the content within the specific blog. Some blog content will view and read better with a certain type of audience than another.
‘71% of bloggers report using visuals as part of their marketing strategy.’
Your email subscribers are your core people, and they want to know what you are writing about. Tell them about your next blog in your next email newsletter.
If you do not have an email newsletter (you should), you can also use a brief “teaser email” that entices your subscribers to click through to your blog and share the post with their friends. This can get the ball rolling so that even people outside of your email list can find your post.
‘Businesses that blog experience twice as much email traffic as businesses who don’t.’ -optinmonster
‘72% of online marketers describe content creation as their most effective SEO tactic.’
If you publish a lot of blog content that continues to attract clicks and shares over time, you can leverage those older posts to drive traffic to new posts. Simply go back through your most popular posts and find ways to incorporate links to the post you just published.
Not only does this increase direct traffic, but it also establishes a strong SEO framework for your website.
‘Only 38% of bloggers are updating older articles.’
You should never publish a blog post and then leave it to die. Any post that is longer than 800-1000 words can easily be repurposed into another format for additional value.
How? You ask.
Well, you can use it as the script for a video, divide it up and use it for a handful of shorter posts, turn it into the basis for a podcast episode, convert into an eBook/checklist, and more.
While repurposing takes time, the benefit is that you already have the core subject matter developed. This streamlines the process and allows you to maximize your effort.
‘If you want to get as many people possible on your blogs as you can, you have to help it rise in Google’s ranks.’
You have to provide some hard evidence to show Google your post is worthy of their elusive page one. You will specifically need to get backlinks from high-quality sources in your niche. This shows search engines that your post is also high-quality by association.
To find other blog owners who might want to link to you, do a series of Google searches on your topic. You are especially looking for list posts and resource posts that have lots of links to other blog posts like yours.
Check out Dan Ray’s process for getting 50+ high-quality backlinks per month.
Your blog analytics will tell you a lot about where your traffic is coming from, how many page views you’re getting, how long readers are actually staying on the page, etc.
Google Analytics and social media engagement will tell you what has and has not done well. This way when preparing content for your future blog, you have the information to shape and mold it accordingly.
Every blog you post has the potential to become so much more. Create your emails, social media posts, presentations, and video content around the blog topics. Rework what you have already done to keep your message consistent, not only is it efficient, but more importantly, it is effective.