All that lovely blog content needs a good home. The following is in no way an exhaustive list, but they’re channels I’ve found that work for my business, and will hopefully spark some ideas to help you with yours…
Post it on your website
Your website is your most valuable sales tool. Available at all times, it’s promoting the amazing work you do 24/7. It shows all your best bits, reassuring visitors that they’re in good hands with you, and compelling them to get in touch.
Any new content that you post to your website is going to enrich the visitor’s experience, and it’s also going to improve your chances of being found online when people are actively searching for your services – research shows that companies that have published 401+ blog posts in total get about twice as much traffic as companies that published 301 – 400 blog posts.
Share it as a LinkedIn article
As the professional social platform, your LinkedIn connections are people that should be the most receptive to hearing what you have to say. Then when they find it interesting or useful, they’re more likely to share it with their wider business connections, which gains your blog even greater exposure.
LinkedIn doesn’t penalise you for sharing the same content that’s posted on your website, so technically you can re-post it word for word. However, think about whether you want/need to tweak the message slightly for this audience. Or whether there’s specific types of content that you only want to post to this platform.
I like to highlight all the things I do for continuous professional development – like reading, attending events, participating in Twitter chats or undertaking training – to demonstrate the value that I personally could add if someone was to choose me as their copywriter. So I wrap this up in a dedicated LinkedIn post every month, which goes out to my network.
Hook people in on Medium
This isn’t something I’ve indulged in yet, but I’m convinced it’s going to add value to my business once I start posting.
Medium is an online blogging platform that allows you to republish your existing blog posts. Many people search Medium for information that will help them in their job, or to answer questions they may have. And there are individuals that actively invite you to share your content with them, which they then wrap up into themed topics or newsletters that are shared with their contacts.
But as well as being a platform to increase your exposure to a wider audience, it’s also good for increasing traffic to your own website. Rather than simply reposting the full article, think about posting some teaser text, or sharing the highlights, and then link to the full article on your website. Now you’re hooking people in on Medium and converting them through to your site.
Identify your sector-specific platforms
As a copywriter, my professional body is ProCopywriters. As part of my membership, I can share my content with them, and if they deem it to be interesting, useful and relevant to their audience, they publish it on their blog and then promote it more widely through their social media platforms.
I’ve experienced a lot of success with ProCopywriters, in helping me to connect with fellow professionals – they’ve even selected two of my articles to publish in its upcoming book!
Take some time to identify the platforms that are most relevant in your industry, and then see what opportunities exist to promote your content. Even if they don’t have the opportunity to publish your content on their website, they may still share it through their social platforms to help you reach a wider audience.
Don’t forget to share as well as publish
Once you’ve published your blog online, make sure you share it far and wide to ensure it reaches as many people as possible. A wise man (@allgoodcopy) once said:
Email it to your database
If you’ve created a database of people who have subscribed to hear your news, make sure you send them a link. This doesn’t have to be a huge, lengthily newsletter that takes hours to craft, it could be a simple teaser email with no more than 100-words and a link to read the blog online.
I’m not going to attempt to hide the fact that I’m a huge Twitter fan, frankly if you’re prepared to invest the time in engaging the community it’s a fabulous place to be. Start by sharing a link to your followers and look to include relevant hashtags that will get your content seen by a wider audience.
Then when you’re taking part in Twitter chats, look to share your content when the right opportunity presents itself.
Don’t try to shoehorn your content in at every opportunity because the community will blank you and you’ll lose their trust and respect.
Share it on LinkedIn
As before, you’ve spent the time building a wonderful network of professional connections on LinkedIn – so talk to them. Publish some teaser text with a link to the blog post to your profile and share it with that audience. And when they start posting comments, make sure you respond and thank them.
Use it to offer support on Facebook
Personally, I’m not a huge fan of Facebook. In fact, I left the platform 12 months ago…
Only to re-join when I discovered the Being Freelance group. Now I have an account purely for work-purposes where I am a member of 3 groups.
Once upon a time, LinkedIn groups were amazing. I managed to execute a hugely successful PR campaign for one client because of the power of LinkedIn’s groups. But over time, they’ve been spoiled; people saw the power of the group and exploited it, using them as a platform to promote, rather than engage in a conversation. Now they’re pretty much full of salespeople shouting at other salespeople.
Facebook groups seem to have replaced LinkedIn groups, offering real value because of the discussion and support that takes place. Taking the time to identify the groups that are relevant to your business and then engaging in the discussion takes time, but it’s hugely beneficial. And you’ll find that as part of the conversation, you’ll naturally find occasions where you can share a link to your content. And because it’s framed as being useful, rather than a simple “Read our latest blog“, it’s more likely to be read.
Add a post to Google my Business
This is a wonderful way to naturally boost your SEO, and it’s really simple and completely free to do. Once you’ve set up your profile (mine took about an hour), you can then add links to your new blog posts.
Google loves its products, so the more you engage with them, the higher you’re moved up the search rankings. Plus, by adding your profile to Google my Business, you’ll now show up in the highlights on the right-hand side, and on the Maps results.
Writing good content takes time and effort so don’t sell yourself short and quietly leave it in a corner of your website. Shout it loud and share it far and wide – if you’ve got something valuable to say, people will want to hear about it!