It’s been nearly four years since I began blogging, and the way to disseminate a post had changed much in that time. Writing a blog in constant work involving effort, dedication and constancy, and it’s not enough to simply publish good articles, but we also have to promote them properly in order to build traffic.
The traffic to our blog is mainly based on the content we post (it has to be “unique and original content ” to achieve prominence). But of course Google can take several days or weeks to index our content in more or less prominent positions, so that our posts need a good push to get traffic going, although the content is very valuable.
If it’s an individual company blog, the benefits generated can be significant if realized properly.
This is no easy task, so below I share with you an updated list of things to give our content greater prominence, all based the recommendations of the Content Marketing Institute and on my own experience both in my personal blog www.bernatcomas.com and company blog www.blogtrw.com.
1. Search Engine Optimization (SEO)/Keyword Integration
Your content may be good, but with a bit of research on the most relevant keywords you can have a major impact on its search-engine positioning and traffic. You must analyze the post’s contents and select the main topics covered. For example, you can take advantage of the keyword tool from Google Adwords to learn the most popular search terms and their variations. Similarly, don’t forget to write the meta-descriptions and make sure that the title appears correctly in the URL of the post. I recommend you install an SEO module in the blog to facilitate incorporation of this data.
One of the most powerful and least understood mechanisms of a blog is its RSS feed. This method Really Simple Syndication allows for the automatic feed of your blog’s content to the Web, including many interconnections with social networks.
When the URL of the RSS feed is connected to social networks or profiles, after clicking “post” the content gets an automatic “push” in those sites. This can significantly expand your outreach and will save you hours of time compared with the manual publication of content. Then, yes, it worthwhile to reinforce the message after a while, customizing its presentation.
The configuration only has to be done once. To start, look for the RSS feed of your blog and connect it with the following:
- Facebook Page: In applications area, search for “Social RSS” to install the application and ensure that the contents are automatically published on the wall of your Facebook page.
- Linkedin: In the personal profile area, search for “Link to Blog” or “WordPress” in the applications section of your profile and set it to auto-publish the content to your LinkedIn profile. Do not forget to inform all employees of your company to do the same (if applicable). The greater number of employees, the greater your outreach and potential for dissemination.
- Plaxo: Although not as popular, Plaxo is another network of companies that makes it very easy to “add a feed” and connect the content of the blog automatically.
- Twitter: There are numerous tools to automate tweets (although don’t overdo the number so your account is not like a robot). I personally use TwitterFeed.
Other social networks: There are many other social networks that allow you to connect your blog’s RSS feed.
3. URL Shortening
This is only used for links on Twitter. If you publish a short URL, you will have more space for replies and retweets (RTs). In addition, you can incorporate it into a statistical analysis tool that offers many of the services of URL shortening. HootSuite is a good system to perform this follow-up, among others (Bit.ly, Ow.ly, Cli.gs).
4. Status Updates
In both Facebook and Twitter, many of the publications of our timeline are visible only by a minority of users, so it is appropriate to publish the same content multiple times to get good visibility (especially on Twitter). To publish it manually, take care to write a summary of the content of your post in a line or two, with the most important key words. Not repeat content too much, or you can lose fans tired of seeing the same thing. The ideal is to alternate with other posts, and not constantly repeat the same post on the same day.
5. Forums and Groups
Whatever the sector of your company, surely there are forums in which one talks about published content. Publish the link to your post, always accompanied by an introductory text to generate discussion. Similarly, the Linkedin groups are a good means to disseminate your post for free and contribute value to the users.
6. Social Bookmarking
If the post is of value, you can have a clear push through social bookmarking sites like Digg or Menéame. To be sure, getting prominence on these sites is very complicated and difficult, whose contents are controlled by administrators to prevent abusive practices by users. One of the most popular social bookmarking sites is Delicious (although after the latest change it is no longer as effective as before).
7. Seek out and comment on other blogs with similar content
Providing useful and valuable comments on other blogs can be a great way to generate traffic, develop relationships and add follow backs. If you’ve just finished a post on a topic, that’s the perfect time to do a quick search to find other post or comments on the same topic. Can you supplement the content of the other posts? Add your point of view and make a contribution to the commentary; it doesn’t have to be self-shamelessly promoting. If the feedback form asks for your Internet address, paste your blog’s URL.
8. Look for and help Twitter users
Helping is one of the best ways to build a community of faithful followers on Twitter. For example, looking through Twitter Search with “I need help for the promotion of my blog,” we can analyze the tweets from users looking for help. You can reply with advice and the shortened URL of your post. The result is often a new follower on Twitter, a new subscriber to my blog and a blog comment.
9. Signed e-mail
Another powerful and simple technique is to add your e-mail address in posts. Whether based on widgets or done manually, you provide readers with a fast and direct channel of communication. You never know when a new business opportunity might appear!
10. Share your post with targeted clients
You just created an entry in your blog that you know would be beneficial for some clients. What are you waiting for? Send an email with the shortened URL and a note that says something like, “I think that this might really help your business.” Then check the analytics to see they click on it.
Similarly, you can post a tweet and incorporate the users that you think may be interested. If so, you will receive RTs or immediate replies.
A very important point that you must not forget. It incorporates into your blog the possibility of subscription by e-mail (WordPress and Blogger make it easy). If you are a more advanced user, you can integrate it with your newsletter-mailing tool to make your database well-organized.
12. Take advantage of your network of bloggers
This might be the more difficult, time-consuming and laborious task, but with many long term benefits and the most fun. You have a community of blogger friend takes time, and if you’re new to the blogosphere, will have to demonstrate your value and build friendships. Although we are connected online, everything is based on social and human relationships that must be maintained. Once this network of bloggers is established, you can help them disseminate their contents and they can help spread yours.
Content and the above series of actions are key to generating traffic and value for the user, be it a company or personal brand, and are essential in our Online Marketing strategy. Cheers…and we’ll see you in the blogosphere!