We’ve talked about this before: Writing a compelling blog post is just half the battle. It won’t do much for your brand—it won’t engage customers or establish thought leadership, nor will it provide SEO traction—unless people read it.
And readers aren’t just going to stumble upon your content on their own. You’ve actually got to share it with them—which entails more than just a cursory tweet or a tossed-off link on Facebook.
Six Ways to Share
Actually, there is a robust web of actions you can take to ensure that your grade-A content is thoroughly and completely shared—and here’s our quick rundown of what that web includes:
- E-mail it to the subscribers to your e-mail list. Include a friendly, informal note explaining that you’ve got a new company blog you want people to read and enjoy; take just two or three sentences to summarize the post and the value it contains. (Note: There is a point at which you can overdo it with this one, and we recommend it only for your really prime branded content; if you blog twice a day, an e-mail for each post would obviously be overkill!)
- Include a link in the next installment of your company newsletter. Your newsletter is a great place to round up your best posts.
- Share it in your personal profiles and bios. When you get a post you’re really thrilled with, why not include a link to it in e-mail signatures and social media bios—not just your business accounts but personal ones? Draw attention to the work you’re proudest of.
- Write and schedule a series of social media posts. Write out some tweets/Facebook posts, etc. with a bunch of different summaries, hashtags, and wording variations. Schedule the link to go out several times over the next couple of weeks.
- Include links in upcoming blog posts. If you write another post that is relevant or related to that first one, include a helpful backlink to it.
- Syndicate the post through LinkedIn Pulse. Using LinkedIn’s new publishing platform can be a huge way to get some extra traffic.
Whatever you do, don’t let your really high-potential content just sit there. Invest some time in sharing it, through whatever channels you have available to you.