Blogging is an excellent way for brands to promote themselves. Studies have shown a brand publishing blog posts regularly can generate 67% more leads than other brands. In addition, more blog posts can help with link-building campaigns, search ranking, and better customer engagement.
Yet numerous brands have not yet made a success of their blog. There can be several reasons brands struggle to succeed with blogging, like experience, writing expertise, or time. A passion for a topic is one of the essential requirements writers need to ensure their blog is successful. But you also need to market your content to ensure your blog is a success.
In this blog post, we collect tips from top blog owners across the world. They share tips for success that you can implement into your brand’s blog today and help you to get the most from your writing.
Asadullah Mazhar
Senior Vice President at eWorldTrade
Twitter: @amazhar
LinkedIn: AsadULLAH Mazhar
Improve Your UX Approach with Heat Maps.
By creating a heat map, you can measure your website’s user engagement most effectively. By doing this, you will be able to see what areas of the site are being used most frequently and make adjustments accordingly. It is easy to see what needs to be changed to improve the user experience by displaying the colors that indicate how often an area is interacted with.
Various elements can be displayed, such as clicks, exits, scrolls, and viewed content.
Your site’s user experience can be improved by using heatmaps. By collecting this type of data, you can improve user experience and business metrics on your blog posts.
Vanhishikha Bhargava
Founder and Content Marketer at Contensify
Twitter: @VanhishikhaB
LinkedIn: Vanhishikha Bhargava
Atomize and distribute your content to double the distribution!
One of the best hacks to promoting your content and getting true ROI out of it, is to not just repurpose it – but atomize and repurpose it!
Content atomization typically means breaking a longer piece of content into smaller, yet strategic pieces. This means that each part of the longer content piece is not just repurposed, but is also suited to cater to different audiences that you can tap into by distributing those atoms on different platforms – each of them holds the potential to be treated as an authoritative post on its own.
Atomization typically takes a little more time than repurposing because you need each atom to be comprehensive and value-packed. But once executed, you will see how much it increases the mileage of the original piece and acts as even more pieces that you can put into the repurpose cycle – if you put the whole picture together, you’d realize just how much content you got out of it all and just how long even the most standard promotion practices like sharing on social media alongside can boost the results.
Nidhi Kala
Freelance Content Writer
Twitter: @nidhiikala
LinkedIn: Nidhi Kala
Pick up the best section of your blog post that answers reader’s pain point and distribute.
The old and boring distribution strategy brands follow is just putting up their blog link on multiple platforms. Ditch that. Re-read the blog post before distributing it and ask yourself, “what is the best part of this blog post that solves the reader’s problem?”
Pick up that section that answers the reader’s question. Create a Twitter thread out of it. Maybe a LinkedIn post. To add an additional layer over it, create carousel posts sharing the same information.
If you go with the boring paste the link strategy, try stepping up by creating videos. Record an introductory video talking about the reader’s pain point and direct them to reading your blog post to find the answer.
Gordana Sretenovic
Co-Founder at Workello
LinkedIn: Gordana Sretenovic
Leverage the power of social.
Don’t underestimate the power of your personal brand. If you’re active on LinkedIn, Facebook, Twitter, or even TikTok, write a teaser post before you publish your article. Ask your audience to give you pointers on what they want you to write about.
After the article goes live, post about it everywhere! Hype up your content, especially if you wrote a how-to guide or an article discussing a particular strategy. Ask your audience for feedback, and clearly outline how your latest article can help them solve a pain point they’re experiencing. Just recently, my coworker wrote a huge guide that all three of us co-founders hyped up on social. We each got over 200 comments asking for a link to the article, receiving valuable feedback, or asking us to turn it into a video!
Finally, use the content that you wrote and repurpose it for social media. One 2000-word article can become at least 20 LinkedIn posts, and under each one you can share the original resource and invite your audience to subscribe to your newsletter, follow your blog, or engage with your content some other way. Don’t underestimate the power of social media.
Emily Petherick
Marketing Manager at Repeat Digital
Twitter: @EmilyPetherick1
LinkedIn: Emily Petherick
Repost your blog on various platforms.
When looking to drive more traffic to your website and get more eyes on your blog posts, it can be beneficial to publish your articles on various platforms.
Whilst traffic to your blog on your website might be low, you should be utilizing the reach that alternative platforms such as Medium and LinkedIn offer. Articles published on these websites, particularly Medium, naturally rank highly in Google and can give your content the amplification it needs. Your blog should still be hosted on your own site though, using the other platforms for repurposing.
The end goal will always be to eventually drive traffic to your own website but the use of more established blogging platforms can help with visibility, brand awareness and establishing a voice.
Ekta Swarnkar
Founder and author at EktaSw.Com
Twitter: @ekta_says
LinkedIn: Ekta Swarnkar
Curate & distribute it across various platforms.
Content creation is just an initial step. To get the most out of your efforts, you must promote them well. The obvious way is to curate and share content on social media, but most bloggers get it wrong.
Each platform has the potential to drive lots of traffic to your blog. But that depends on how well you understand and leverage their algorithms. A Twitter post will not work on Linkedin. Similarly, a Facebook post will not get more likes on Instagram.
The worst mistake is enabling the ‘autoshare’ option and sending the same version on all platforms.
A better way is to create promotional content for each social media platform in advance and schedule it. For example, one blog post is not just a blog post to share a link on all platforms. It’s also 2 LinkedIn posts, 4 Facebook posts, 30 Instagram posts, and 30 Twitter posts to be shared for the rest of the month.
That’s curating content, and that’s what works well. So instead of posting the same link everywhere, create content snippets that perform on each platform based on its algorithm.
Stefan Bardega
Co-Founder at Traktion.ai
Twitter: @traktionhq
LinkedIn: Stefan Bardega
Build it into your email flows.
Including a blog post in your email flows is a neat way to ensure continuous repeated exposure to your content. It needn’t just be content promoting your brand: it could be content highlighting a product feature, a case study demonstrating your expertise, a white paper, or an opinion piece.
There are many options, really it depends on what stage of the funnel the flow is built for and whether you are in the B2B or eCommerce sphere.
For instance, in a sign up flow for an eCommerce site you might want to include a blog post that reinforces the value of your offering. Typically this might be the fourth or fifth email in the pipeline, coming after a brand intro, a featured product intro, a second product intro, a product offer, and then (assuming a sale has not yet been made), some blog content reinforcing your offering. There is no one correct content format – it could be a deep dive into how your product is made, demonstrating the care and attention to detail, or it could be a guest post from an influencer or blogger describing their own experience with your product and what they liked about it.
By adding blog content to your automated email flows, your content is given exposure automatically, time and time again, when an event such as a sign up or purchase triggers an email flow, a neat way to ring out the maximum value from the time and money you invested in your content.
Peter Robert
CEO & Co-Founder at Expert Computer Solutions
LinkedIn: Peter Robert
Internal Connectivity Helps Readers.
If you have an existing blog then you already have existing traffic. To get people to the new page, and to make your existing pages more useful, why not hyperlink relevant keywords in other blog posts to your new post.
As an example, let’s say the blog is about dog training. Your new blog post is about a specific method using a squeaky toy. If you turn all cases of the word “squeaky toy” into a link to your new blog post, it helps the quality of your whole site. Now if anyone is curious when reading a more general post, they can click through for detail.
If you set your site up this way it can easily become a niche authority site, and your whole site will become more user friendly, and get more traffic.
Yang Zhang
CEO at Plasmic
LinkedIn: Yang Zhang
Video Alternatives Rock!
Instead of just posting your article, why not turn it into a video script?
If you turn your article into a video script you have more content, and this content can be used to lead more people back to the core article. Hire someone on Fiverr if you don’t have a team member that can create the audio/visual elements, and when you have a video, add that video to your article. The video embedded in your article will encourage Google to list your article not only as an article, but also as a video. This doubles your search result real estate.
Take the video and share it on the various video sharing sites like YouTube and Vimeo, and include a link back to the article in the description. Whenever you get to an example you can always say in the video, “see the article for examples.”
Video versions of your article will help to pull in new readers, and it will also create a network of links to your new article that will help it get indexed faster.
David Aylor
Founder & CEO at David Aylor
LinkedIn: David Aylor
Teamwork makes the dream work.
Form a promotional alliance with others in your niche. Agree to specific dates for cross promotion, and use your shared following to make sure the alliance you’ve built pulls ahead of the competition within your niche.
It can seem a strange idea to actually team up with people you consider competitors, but the reality is that there will be others within your niche that or pitching tangentially relevant products or services, and aren’t actually direct competition.
Reach out to these potential allies and ask if they would be interested in promoting one of your articles through their socials, in exchange for you doing the same for them a week later.
If you build an alliance within your niche you will find you all benefit, and your blog post is seen by many others. Not only will this immediately get your blog post seen by a much wider audience, it will also open up future collaborative possibilities that could benefit your company long term.
Anthony Martin
CEO at Choice Mutual
LinkedIn: Anthony Martin
Trending Topics Pull in Eyeballs.
Scroll through Google News, and see what hot topics are currently breaking that are relevant to your expertise.
Instead of writing a blog post and looking for people that want to read it, find something people are actively searching and then tailor your blog post to that subject.
There is an endless stream of breaking news, and the hot topics change every day. Find stories you could offer concrete advice on, or use as part of a lesson, and then blog on that subject.
By riding the wave of current interest you will find that you naturally get a lot of traffic, and people will be sharing your blog post as it’s currently of interest to them.
It’s important to have some class when using this tactic, and only deploy it where you will offer genuine value.
Paul Ryskov
Lead at AMZScout
LinkedIn: Paul Ryskov
Partnerships can take your blog to the next level!
A quality partnership is vital to the success of any business, and when it comes to blogging, an effective partnership can be one of the most important ways to promote your services or product.
If you have built relationships with other bloggers in your niche, you can ask them to share your content with their audience. If your content is unique and useful and backed up with accurate data, you can also ask for a backlink. This will not only allow you to attract referral traffic, but these links will also help you rank higher in search results.
Don’t forget to return the favor by helping your partners with their content if they ask. A reliable collaboration is built on mutual benefit between both parties.
Marvin Espino
SEO Content Writer at BrandCrowd
LinkedIn: Marvin Espino
Blogging is an excellent way to boost your influence and expertise.
In a saturated business, you might want to be the brand that stands out. One way of acquiring attention is through blogging. It allows you to project your expertise and experience through your writing. With the right passio and skill to create high quality blogs, your potential customers are more likely to consult your pages, and ultimately avail of your services or buy your products.
Conclusion
Blogging has the potential to create a full-time income or generate more leads for a brand. However, simply writing content is not going to build a successful blog. Marketing a brand blog is the of the most vital activities. Above are tips from some of the best bloggers worldwide that can help. You can implement one, two or as many of these tips as possible and take that next step to ensure a larger audience is reading your content.
