Promotion is a factor of:
- Quality Content
- SEO “Best Practices”
- Audience Retention
- Be a Guest Writer on Another Blog
So you’ve spend a lot of time going through the steps to start your blog and have launched a brilliant blog (both in terms of content and design). What now? If you don’t promote your blog, your chances of success are low. It’s a case of having great content that nobody knows – and the “best kept secret” isn’t good in the world of blogging. The blogosphere is about sharing and communicating knowledge and ideas. So, make sure your hard work is visible.
Upfront, this is where so many bloggers fail. They put in all the hard work – but they don’t follow through with promotion.
If you’re looking to make money from your blog then you absolutely need to promote your blog. Why? Because you need traffic to properly monetize your blog!
If you’ve just arrived at this page and are looking up how to start a blog that will be successful – have a look at Start Your Blog in 2020 – for a great guide on how to get started.
1. Quality Content
The best promotion for your blog is good content that your readers enjoy and want to read. They are then also likely to share your blog post with others – leading to organic referrals.
Having a viral post is everyone’s objective – although it does have “load balancing” issues. Another reason to choose your blog host well.
When it comes to your audience, think about what they would prefer. Most readers would prefer a post once a month or fortnightly that is quality, well considered, well written and engaging over daily content that lacks substance.
2. Email Marketing
In all businesses, not but the business of blogging, you need to be mindful of both audience (client) acquisition and audience retention. A lot of blogs fail to appreciate just how valuable their existing readers are.
Email marketing is a great way to keep your existing reader’s entertained – but be mindful not to abuse this channel!
A regular (but not too regular) email to your reader base is a great way to tell them about your new content that might be on interest and to let them know about special offers, etc.
However, there are data protection considerations. I’ll cover this in a separate post.
3. Social Media
Promoting your blog via social media is an interesting option. Firstly, because social media has the ability to make your content go viral. But, and it’s a big “but”, social media is also a fickle channel. The audience is usually very quick to skim content and move on. So, higher traffic, but not necessarily engaged traffic.
That being said, the volume is worth the investment in promoting your blog this way.
Facebook was the big one before. However, Pinterest is valuable. I will post on this shortly.
4. SEO “Best Practices”
Search Engine Optimization (SEO) is a technique where you focus on keywords (which can actually be search phrases) and you focus your content to rank highly in search engines (mostly Google) for those keywords.
Something I’m adamant about – write good content that is then refined to rank for keywords. Writing content about keywords, which is often recommended, is a short term approach that will – over time – sacrifice medium to long term readers. Readers know when content has been written with them in mind versus purely to rank for SEO.
The challenge is to find a balance.
SEO is extremely important in blogging and even more important if you want to monetize your blog. You need quality content to drive sale conversions.
SEO also gives you traffic without needing to spend money on adverts – although a combination is highly recommended.
Building backlinks to your website is a vital part of an SEO strategy. The number of quality links inbound to your blog is a strong indicator for Google that your blog has authority and credibility in a particular subject (for a keyword or series of keywords).
Link building is an exercise in networking and reciprocation.
5. Audience Retention
Never underestimate the value of your existing audience. Also, don’t ever take them from granted. Loyalty is earned – and easily lost in the world of blogging where there is a huge supply of information.
Quality content is the starting point, but internal links is how you help promote your blog (and other useful parts of your blog) to your existing audience.
6. Be a Guest Writer on Another Blog
Writing posts for another blog is an excellent strategy for building backlinks and for brand awareness.
However, you need to ensure that you’re writing posts for the right blog and reading the correct audience.
It’s an added bonus if your guest post gets circulates on the email marketing of the blog your guest post for.