We share often that even if you’re not “a blogger,” blogging is a great way to engage with your audience, establish yourself as an industry expert, improve your SEO and ultimately grow your business!
Blogging is, in and of itself, a form of marketing. Content marketing, to be exact—a strategic approach of sharing valuable, relevant content that does not explicitly sell a product or service, but rather is intended to attract and retain a target audience and, ultimately, drive interest in paid products or services.
Content marketing is a great way to:
Share value with your audience
Establish yourself as an industry expert
Build trust and rapport with your audience
Share more about the products/services you offer and why they’re important (what need do they fill, what problem do they solve?)
Grow your audience and connect with new potential clients/customers
An effective content marketing strategy has two parts:
Create high quality content relevant to your target audience
Promote your content to your target audience
We’ve shared tips and resources on writing quality blog content, structuring it to be reader-friendly and giving your blog a professional look and feel. Now, here are some of our favorite, cost-effective ways of promoting your blog content to grow your audience and business:
Most people think of Pinterest as “just another social platform” but it’s actually not as much a social platform as it is a visual search engine. Wait, what?! Yes, it’s another way for your content to be searched for and seen by people who are actively looking for it (i.e. potential clients).
How it works:
You create pins promoting your blog content
You write keyword-rich descriptions that help your pins get found (same principles as website SEO!)
You share your strategically-captioned pins on your own boards and group boards
Other users re-pin your content, sharing it with even broader audiences
As people come across your pins and click on them to read the associated articles, they’re connecting with your website—and your exposure to new audiences grows
While Pinterest alone is a great content marketing strategy, there are additional tools that help to manage Pinterest content and increase exposure and rates of growth. If you’re serious about growing your audience via Pinterest, we share even more details on optimizing your Pinterest strategy to grow your website traffic and sales. (Hint: it includes one of our favorite business tools ever, Tailwind.)
Full disclaimer: promoting your blog content on social media is typically most effective if you already have an audience to promote it to. (The exception being paid promotions, which we’ll get to below.)
If you have a substantial social following, by all means link them to your website content!
And if you don’t have much of a following (yet), you can still share if you’d like—it just may not be the most efficient way to drive traffic to your blog.
While we won’t go into the full details and strategy behind blog post promotion on each of these social platforms, here’s a general overview of each of them:
Twitter: Twitter is one of the easiest platforms to share content without an established audience, as you’ll be able to use hashtags to connect your post to new audiences.
Facebook: You can share blog posts to Facebook, either on your personal page or business page (there are pros and cons to each page type, which we’ll get into in a later post). Squarespace will automatically use your blog post title, thumbnail image and post excerpt when sharing to Facebook.
Instagram: Instagram is a little more limited in sharing clickable links—your options are either to change your link in bio each time you have a new blog post (meh!), or to share the post with the swipe up link in Stories (if you have 10,000+ followers and access to the swipe up feature).
LinkedIn: LinkedIn is a great place to share content with your industry network—though your professional contacts may not be your target audience, they might re-share your content to their own audiences.
Facebook’s advertising platform offers the ability to “boost” a post with a paid promotion to display it to new audiences that don’t yet follow you (so wouldn’t come across your post organically). This can be a beneficial way to expand your reach to new audiences.
It may seem counterintuitive to spend advertising dollars promoting blog posts (rather than your paid products), but some social media experts have found that new audiences require a bit of free content (like blog posts) to grow trust and interest before purchasing paid products. In this sense, your advertising dollars are going toward getting new audience members into your broader sales funnel.
Do you have a mailing list? Keep your subscribers engaged with your content by regularly sharing it via email. In most cases, we recommend including no more than a one-paragraph post excerpt in your email—you want to share a little teaser that encourages readers to click through to read the full article on your website. This brings them to your hub where you can easily connect them with additional content they may like.
Note: If you share affiliate links in your posts, some affiliate programs (like Amazon) have policies against distributing links via email—this means you’ll definitely want to avoid sharing full-length posts via email, and instead opt for sharing excerpts linked back to your website.
In your newsletter, you can encourage readers to forward the email to a friend who may like your content too.
There are a couple ways you can easily set up your Squarespace blog to encourage readers to share content with their own audiences:
Encourage pinning: Turn on Squarespace’s built-in Pinterest button under Marketing > Pinterest Save Buttons. This button will then appear on the corner of any image you share on your blog, encouraging readers to pin the content.
Encourage sharing: Squarespace also has built-in sharing icons that appear after each blog post. Access these in Marketing > Share Buttons. We also recommend including a little note to accompany these buttons, encouraging readers to take action (see this example encouraging readers to share the post with someone who could benefit from it).
Contributing content to another publication or blog typically comes with the added bonus of being able to link back to your own site. Partnering with a more established publication in this capacity can be a beneficial way of promoting your content to a larger audience.
Do a little research to determine which sites/publications may be a good fit for you. Which industry publications do you read regularly yourself? Which sites do you know of that share content similar or complementary to yours?
Most major publications that accept content from bloggers and independent experts (i.e. HuffPost) make their submission process and guidelines clear on their website. Additionally, if you follow a blogger (or a business with a blog) and think your content would be a great fit for their audience—reach out and ask if they would be interested in having you contribute content via a guest post.
In content marketing, it’s often said that 20% of your time should be spent creating content and 80% should be spent promoting it. While the exact ratio may vary by business (and we definitely don’t recommend skimping on producing quality content!), it is true in most scenarios that you should spend at least equal time promoting your content as you spend creating it.
The rationale is: once you have amazing content ready to be shared, it’s only useful to your business if prospective customers/clients see it. So, we’ve got to get it in front of them! Try the tips above to promote your content to new audiences.
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