One of the first recommendations marketers, like myself, often tell clients is that they need to start creating content. And blogging is usually the safest place to begin.
But blogging actually involves a lot more than simply stringing together 300-500 words of blather and posting them to a website. Like most things in life, you get a better return if you put in a little effort. And I don’t just mean when it comes to writing.
The problem with being an expert is that one tends to assume everyone already knows what you know and understands your rhetorical shorthand. In this regard marketers are as guilty as engineers or chemists.
So when I say “blog more” I’m not saying write a blog, post it to your website and then forget about it.
That’s not a strategy. That’s a waste of time.
If you’re going to create content and release it into the wild you need to do your best to get it noticed by the people who are most likely to appreciate it, share it and maybe even hire you for some work.
There are over three million blog posts published every day. So your job is not just to write, but actually promote your post so that it actually stands out.
I once read a great article that had a checklist of 50 things to do when you write a blog. Of course I didn’t do very many of them…who has the time?
So I’ve put together a more human list of things time-crunched professionals can do to give posts, videos, podcasts etc. a leg up when in comes to attracting some eyeballs and hopefully a few paying clients. There’s more or course. But these are things you can do with every post that won’t eat up the better part of a day.
Post it to LinkedIn
This is really a no-brainer. If you put any time into building a strong LinkedIn network then you need to keep those folks engaged with great content. If you write a blog, post it to LinkedIn as a status update. And then re-post it as a LinkedIn article. This is your professional network. So use it to show off your genius.
Tweet about it multiple times
Whenever I create a blog post I also create 5 tweets to go along with it. Then by switching out hashtags I turn those 5 tweets into a week’s worth of promotion by scheduling them to go out through Hootsuite twice a day. The trick is to use each tweet to target a different audience. I’m not simply fishing for retweets and likes. I really want people to come back to my site and hire my company to do some work. Make this a habit and soon it will seem as natural as coming up with a title. If you scroll down, you’ll see the ones I wrote for this article.
Email it out (weekly or as a part of a newsletter)
We’ve all signed up for a newsletter or downloaded an ebook, only to find ourselves on the receiving end of daily drip campaign filled with promotional emails. If you write your blog as solid content, folks can use to improve their business practices, they won’t mind if you send it to them. So along with your status updates, make sure you’re getting your amazing content in front of as many people as possible by leveraging your mailing list.
Boost your post on Facebook
Facebook recently changed its algorithm so that content on business pages isn’t shared organically even with people who like your page. It sucks, but the days of free promotion on social media channels is coming to an end.
Here’s the thing – it’s still pretty close to free. If you are going to invest hours writing a great blog post why wouldn’t you spend $5 to promote it? When you consider that $5 is going to get your post in front of people who like your page and their friends, it’s still a bargain.
So the next time you sit down to create some content, make sure you have a simple strategy in place to get it viewed by as many potential clients as possible. Otherwise you’re just wasting your time.