You’ve written a perfect article, you’ve shared your expert opinion, you’ve poured everything you had into this blog post. But it’s still not enough. For some reason, your article goes unnoticed.
Well yes, writing a high-quality piece is no longer enough. To get a real exposure, you have to know your reader personas, try different types of content, update your content all the time, and promote like crazy. Only in this way you have a chance to break through all this noise to finally reach your reader.
In this post, I’m going to give some tips away on how to get the most out of your next blog post. With these tips, the impact of your content will always be reflecting the efforts you are putting in.
Stage #1 Writing
1.1 Create engaging and high quality content
Sometimes even well-written, unique content gets zero feedback. People read your content, but your content doesn’t engage shares, likes, comments, let alone leads or sales. I recommend to double check your strategy paying attention to several aspects:
Reader personas: “Set it and forget it” won’t work
You should have created you reader/buyer personas at the very beginning of your website’s launch. But your business and your market change every single day, as well as your readers’ needs and desires. This leads us to the main idea: review and update your personas constantly! Here is a great article about the key indicators that you should do this.
The information about your readers is everywhere! You can:
- Find your audience demographics (gender, age, education, location, etc.) using Alexa and Google Analytics or tools like Talkwalker.
- Find out what they would like to know/read on your blog reading relevant threads on forums, Reddit, Quora, etc.
Another way is to use the search question feature by Serpstat, an SEO tool. It finds the most frequent search queries people type at Google in an interrogative form. This feature helps find out what’s the most interested to the people in your niche.
- Follow your readers’ reactions: which topics/types of content they usually share, like, comment. Find your most successful content using the SEO tool. You can sort by organic keywords, FB, Linkedin, Google+ shares.
- Conduct a survey. Offer some valuable materials (case study, e-book, checklist) with the possibility to download only after filling up a brief form (your name, email address, job title, company size, etc.)
1.2 Create content in different formats
Once you’ve created your blog post, never stop there! If the idea of your post is unique and exciting, you should be striving to create all types of content on this topic. It could be:
- Video content;
- Social media post;
- White paper;
- Slideshare presentation;
- And more!
You don’t have to say exactly the same things in every type of content. Choose the large subject, and cover it from different perspectives using different types of content.
By providing different content formats, you are targeting different audiences and increasing the exposure.
1.3 Create an evergreen content
Evergreen content is a content that remains actual even after many years have passed. It means that this content never stops bringing traffic and links to your blog. There could be several ways to achieve this result:
- Create a fundamental content that meets 3 requirements: it doesn’t depend on external factors (season, news), it includes actionable advice every person can apply to his/her own site, it should cover some basic practices (as innovative ones quickly become obsolete). Moz’s beginner’s guide to SEO could be a great example of such content.
- Create a valuable article providing actionable advice without taking account of other factors, but always keep it up to date, and update the post when it’s needed. This way your content will always be relevant and actual. Once you’ve updated your post, go through you “promotion checklist” and do everything one more time.
1.4 Create content for every stage of a buyer’s journey
In case you’re writing articles in order to sell something, you should take account of stages every person goes through her buyer journey:
Your content should accompany the person during the whole process:
- Awareness – the buyer realizes he has a problem or desire. For this stage, you should write educational content (how-to articles, guides, tutorials, ebooks, researches, etc.)
- Consideration – the buyer is looking for options to solve it. Your content should show the expertise and benefits of your service/product. (expert guides, white papers, reviews, etc.)
- Decision – the buyer is making a decision. The content at this stage should encourage the buyer to make the actual purchase. (testimonials, reviews, product sheets, product comparisons, demos, etc.)
- Retention – content after the purchase should make the customer more loyal. (useful case-studies, white papers, tutorials, etc.)
- Advocacy – your customers are becoming your brand advocates. At this stage, you should engage them to write reviews and testimonials. You should focus on customer support and premium content.
Thus, your content will take part in turning a regular visitor to your brand advocate!
Stage #2 Promotion
2.1 Promote through the social media and tag everyone!
This is the step every content marketer certainly does, one way or another. That said, not everyone does it correctly so that it brings the best possible results.
Surprisingly, writing an exciting tweet isn’t enough to promote your article properly. Additionally, you should tag every single person, every single thing you’ve mentioned in this tweet. This way other people might retweet it, and the snowball will start rolling. This is how the real exposure works.
2.2 Contact influencers, subscribers, and anyone who mentioned
Write an outreach emails to everyone who’s mentioned in the article, to every thought leader who might be interested in the subject covered in this post, to all subscribers of your newsletter.
You don’t have to be pushy. You don’t even have to ask them to share your article. Your outreach email should look like a kindly notification (“Hey, I’ve mentioned your service in my post. Please, check if everything is alright as you know your product better than I do. I’d like to get your feedback.”)
If the article is good enough, you’ll end up having a lot of shares from niche influencers.
2.3 Submit to niche forums and Quora
Get back to Quora (and other Q&A sites like Stack Exchange or Askville), find questions your article may be a great answer to, and answer them! Write brief answers and leave a link to a full article. Here is what it may look like:
Try the same with niche forums as well, but don’t be too pushy. Add a link to the article only if it’s 100% relevant and may be helpful for people in this thread.
2.4 Share to Linkedin/Fb communities
If you want to be a part of a community in your niche, you should get into every existed Facebook and Linkedin community as here is where opinion leaders and niche experts are hanging out.
Note: every community has its own rules, and some moderators don’t appreciate people promoting their articles in the community. But if you’ve been an active member of this group for a long time, no one would mind if you’re sharing your article to ask for feedback or strike up a conversation.
Also, share your post to your personal profile and tag people who would be interested in your article.
2.5 Syndicate content
Content syndications is another way to get more links, shares, and let a larger audience know about your article. There are a lot of platforms for syndication, such as:
- Linkedin publishing
- Small Business Trends
- Social Media Today
- And more!
The first 4 sites are suitable for every niche, the remaining ones are only for business and internet marketing niches.
Search for syndication platforms in your niche and try to publish there your next blog post. This study shows the impact of republishing:
2.6 Get links
Quality backlinks are signals showing the search engine that your article is trustworthy and relevant. The more links you get, the bigger chance you have to rank high at Google. I suggest two ways to do this:
- Add links from old content. Interlink your articles or ask your partners to link to your new post from their relevant old posts.
- Link to your article in your future articles. Create a guest post on the related topic and link back to your own post.
Create a social media calendar to promote all new posts several times during the next few months. Here is what it may look like:
I suggest creating your own checklist for promotion and go through this list promoting your old articles from time to time.
Writing a high-quality article is only half the job. Just imagine that more than 2 million articles go live every single day! Are you sure your article can break through all this noise without a proper promotion?
Well yes, you don’t have to use every technic from my list. But you certainly should test them out. After that, you’ll be able to create your own promotion checklist that has proved to be effective for your particular content strategy!