Blogging is dead, long live the blog! Although things have changed since the early 2000s, blogging still has a huge part to play in successful marketing. In fact, a good blog and effective copywriting matter more than ever. But perhaps because blogging has been around for a while, many business owners either overthink or oversimplify their approach. So here are 7 things to do after you publish a blog post. These are things that will help you increase traffic, get backlinks, engage and build an audience, and understand its role in your overall content strategy.
Don’t have a blog yet? Here’s how to start a blog, which you should probably read first.
How to Get the Most of Every Blog Post
It might be obvious, but it’s easy to overlook this step. And it’s annoying to find out there’s an obvious error or broken image when someone sends you a Tweet about it!
Does it look right? Are the images working and formatted correctly? Double-check the details of the post, too. Test the links. And don’t forget to look on mobile. Is the date correct? And the author? Did you categorise it properly?
It doesn’t hurt to get a second pair of eyes to proofread one last time, before you start promoting it, too.
Promote your brand-new post across your social media platforms.
The key is to share your content on social platforms you are active on. Don’t just spam channels that you don’t otherwise use. We’ve talked about choosing your social media channels before. Your decisions should take into account what you want to talk about. You should think about which channels are best for promoting your blog content niche.
Your social media promotion could look something like this:
- Posting immediately on Twitter, Facebook, LinkedIn, Pinterest, and Instagram.
- The next day, going live on Facebook for 5 minutes to talk about the topic.
- Posting it the next day on Reddit, with a link to the post after you’ve embedded the Facebook live video.
- Adding to the discussion on Stories throughout the next couple days, with a video or screengrabs of the comments/feedback that has come in.
Link to your new content, from your own previous pages.
You probably already have traffic coming in on other blog posts, so make it easy for your readers to keep finding relevant content. Go through your relevant blog posts and pages to insert links, where appropriate, to your new post.
This is good for search engine traffic too, because it’ll help your new content show up faster. (The techie term is called being indexed. You want to be indexed ASAP.)
Got a huge blog archive? Prioritise linking to your new content, from your highest performing relevant content.
Tell your email subscribers about it.
Your email subscribers are your core fans, and they want to know what you’re writing about! Tell them about it in your next email newsletter. (If you don’t have a weekly email newsletter, you should.) This can be as simple as adding a list of your recent blog posts to the bottom of the email.
Schedule future waves of social media posts.
Too many businesses publish a blog, share it once, and then leave it to rot. You want to keep promoting your best content. When you write a post, keep this in mind: will it be relevant and shareable in three weeks? Three months? A year? Not every blog will be, or has to be, evergreen.
But when you publish something that’ll last, you can batch your social media content. Before you know it, your calendar will fill up and you’ll never wonder what you should post about.
Here are more tips on planning an effective social media calendar, with a free 12-month template preloaded with months of daily prompts and hashtags!
Make the most of #ThrowbackThursday and ping back to your blog in the weeks and months to come. Is it about an event you run regularly? Tie it into reminders about future occasions, to show people what it’s all about. Is it a wedding shoot that you loved doing? Tell people about it and tag the happy couple, the florist, the baker, etc. – they’ll love the reminder of the special day AND you’ll be showing off your work and the work of others. Is it a seasonal blog, like ideas for Christmas? Go nuts and schedule posts for next YEAR.
Get alerts on Quora for any questions related to your blog post.
If you use Quora regularly, you’ll see this in action a lot. But when you’re genuinely helpful and only target relevant questions, it does work. This isn’t permission to spam people and just say “oh here’s my latest blog, please read it.” This is about finding people who your blog post will help, so they can get more in-depth info or inspiration than what you can provide in a Quora answer.
Quora is also a fantastic place to find blog inspiration: you’ll be able to find common questions and problems you can answer. And when you’ve given a popular answer, why not make it a blog post?
Analyse the data.
If a dancer hopped into view then stood still on stage for an hour, you’d be a bit confused. Marketing has to keep moving. It’s all about the pivot. The data you get is the choreographer of your dance: it tells you what to do next, how to improve your performance, and what people got from your content.
Google Analytics and social media engagement (where most of the comments are nowadays, as very few websites still have an active comments section) will tell you what has and hasn’t done well. Here are some free social media tools you can use to track things.
Look for high bounce rates: that suggests the title wasn’t spot on enough. Has anyone linked back to the blog from their own website? Ping them a thank you. If no one has, take a look at what you can do to get more links back to your content. Do you have to change your approach? Or maybe just ask more?
Every blog you post also has the potential to become much more. In fact, to streamline your content marketing funnel you can start with longer content like blog posts, first. Create your emails, social media posts, presentations, and video content around the same topics. Rework what you’ve already done, to keep your message consistent. It’s efficient, but more importantly, it’s effective.