The biggest reason your content never gets seen after publishing is no one knows it exists.
The next time you go to publish a blog post, think, is there anyone waiting on the edge of their seat for you to hit publish? If they aren’t, how do you get them to?
This is not some hocus pocus reserved for blogging superstars. Getting buy-in from fellow bloggers and readers is easier than you think and it’s the key to promoting your content.
It’s all about collaboration
When you invite another blogger into your world, they bring their audience with them.
The more people you include in your content creation process, the more people you’ll have “bought in” once you hit publish. Why is that buy-in important? When someone reads a new blog post they instantly ask themselves, “what’s in it for me?” So now you have to convince them that this content is what they’re looking for – that’s not easy!
BUT, if those people were actually apart of the content, they would automatically be interested.
There are plenty of ways to get people involved in your content to make the promotion side easier. Here are just a few of my favorites and I’ve tapped into the expertise of some blogger friends to get some help with these.
One of the easiest ways to get buy-in from relevant niche influencers is a roundup. Come up with your topic, determine a couple questions to ask people and then email as many as you can and see what comes back.
The blog at Buzzsumo practically thrives off of expert roundups. Co-founder, Henley Wing, comes out with a new one almost every week.
I even did an expert roundup on ecommerce content marketing and it was one of my best performing blog posts.
The idea is that everyone included in the roundup will, at the very least, share your post with their own networks.
People like to be mentioned and linked to, but more than that, they like to be included and when you include them, they’ll share your content.
It might seem too good to be true, but by simply mentioning other influential bloggers in your own post and letting them know you talked about them or their site can go a long way. Just hit them up on Twitter or send them a quick email. Think about how good that would make you feel!
Starting a regular series of top content can be a great way to call out influential bloggers around the web. If you do a top ten collection like the Moz Top Ten they put out frequently, you can let everyone who you included know and they are bound to share the love.
I’ve seen some great examples of bloggers building up buzz for their upcoming blog posts by starting discussions on social media. Copyblogger does this well on Google+. They start a discussion around the topic of their upcoming post then when things are getting heated, they drop a link to the live post.
Cater to your audience
Sometimes just making sure we’re speaking to our audience and filling their needs will go a long way in getting a post off the ground.
Sue Anne Dunlevie gives us a list of questions to ask ourselves before we publish so we can determine if we’re speaking to our audience and giving them what they want.
“Start thinking about promotion even before you write the post.
- Will your readers be receptive to this post?
- Have you done your research so that you know your audience well enough to write a post that solves one of their big problems?
- Does your headline speak to them?
- Have you quoted an industry influencer?
- Have you reached out to some other bloggers for feedback on your post (and to ask them to share it once your post is live)?
All of these prior actions helps you to get more eyeballs on your post once you hit “publish”.
Co-write A Post
Since the key to good content promotion is collaboration, finding someone to co-write a piece with you is gold for sharing the promotion duties.
Matt Banner from On Blast Blog shares his tips on how to start relationships with other writers before asking them to co-write a piece with you.
- Establish relationships with other bloggers in my niche (using tools like buzzsumo/topsy/etc to find them)
- Compliment them on some of their work, and also send them random e-mails every now and then with links to new content that I’m proud of (not too many emails!)
- Share their content via social media (twitter/fb/g+/etc)
- Ask them if they would be open to collaborating on a co-written blog post (to help increase conversions, you can mention that you will be linking back to their site in the article)
Even after you’ve baked promotion into your content, there’s always room for some paid promotion. There are plenty of networks to pick from and each can be beneficial depending on the format of your content.
Ramsay Taplin of Blog Tyrant explains that many bloggers don’t invest enough in paid promotion when it can cost almost nothing to get started.
Hopefully some of these tips will help get your next blog post off the ground and into some stellar networks. Remember to network and collaborate with your fellow bloggers. It’s key in promoting your content when you’re just getting started and don’t have quite the audience you’re hoping for yet.
What are some ways you promote your own content or blog posts? We’d all love to hear about it in the comments!
Photo credit: lamantin