To have a successful blog, you not only need to write great content, you also need to make sure the right people see it, at the right time. Sometimes more than once. This is called “distribution,” and there are many tricks to distribute your blog content to new readers, and keep old readers coming back. Here are six of the best ones:
1) Plan Your Social Sharing
I’m going to assume that once you finish a shiny new post, you share it on all your social media accounts. Who wouldn’t? You should be proud of your amazing content! But some bloggers forget that social media is (by nature) transitory, and your potential audience is not all online at the same time. So instead of sending one tweet into the ether, adopt a more strategic approach by planning your social sharing schedule.
Include social media posts in your editorial calendar, switch up posting times, and re-share content several times (over the course of weeks, sometimes months). You’ll reach readers who go online at different times of the day, or those who live in different time zones. Just remember to space them out a few days, and create new copy for each post, so your followers don’t feel spammed.
2) Send Emails
Email marketing may conjure images of spam, and may not be as “hip” as social media, but newsletters are still a great way to attract readers to your blog. Not everyone remembers to access a specific site every day, and social media is transitory, so encouraging your readers to subscribe to a weekly digest is a great way to “remind” them to visit your site.
So get a good mailing service, and include a link to sign up on your site and at the end of every blog post. MailChimp is powerful, easy to use, and free for up to 2,000 subscribers.
3) Get Cozy With Influencers
Sometimes, you can get a lot of people to read your content by only targeting a few key influencers. Every industry has thought leaders with tons of followers, and getting these guys’ attention can give your content – and your reputation – a boost. Followerwonk is a great tool to identify an industry’s top influencers, and tweeting your best-quality content to them can really pay off.
However, you must be strategic about it. Don’t spam influencers — build relationships with them first, join in on their conversations, and provide value to them before pitching them content.
4) Guest Blog
Publishing content in established blogs is a tried-and-true way to expand your follower network. It’s simple: identify thought leaders in your industry and ask to create posts for their blogs. More often than not, they’ll be happy to let you do it.
Guest blogging is powerful. By publishing quality content in well-known publications, you can create a strong relationship with established writers, put content in front of a large (and qualified!) audience, and even get SEO-boosting inbound links back to your site. It’s a win-win-win all around, for next to no risk, and every blogger should be doing it.
5) Make Your Blog Shareable
When we read something great, the first thing we want to do is share it with friends. A surprising amount of blogs, however, forget to add quick and easy ways to share its content. Add good-looking, non-obtrusive sharing buttons at the end of every post… and let the audience do the work for you.
Every publishing platform worth its salt (and most templates) has built-in sharing features. But if yours doesn’t, Shareaholic has free, customizable buttons that’ll make your content instantly shareable.
6) Don’t be Afraid to Pay
Sometimes, you have to spend money to make money. For example, Facebook ads are an efficient and measurable way to deliver your content to your target audience, and it comes with a robust analytics platform. Other tools — from professionally-designed blog templates and website plugins, to search ads and marketing analytics platforms — are similarly cost-efficient and powerful.
Don’t let the price scare you. Think of it as an investment — remember, creating great content is only half of the work. Exceptional posts are wasted if nobody sees them! So, use these tools and get your content distributed, and your readers coming back for more.
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Want more tips on getting your content in front of the right audience? Follow Contentools’ blog for more great tips on getting your audience to read your content.