You’ve done your research, come up with a clever title, and strategically sprinkled SEO keywords throughout your new (equal parts engaging and informative) blog post.
You post it on your company’s blog, give it a shout-out on Facebook, Twitter and LinkedIn – and even include it in your monthly newsletter. You’re done now, right?
Related Article: Why the Company Blog is More Important Than You Think
Business Blogs Are Essential
Blogs for businesses are not a new tactic; marketers have known for years that they are instrumental in:
- Increasing website traffic,
- Converting that traffic into leads
- Establishing your company as an industry expert
Business blogs are now an indispensable component of the inbound marketing toolbox, with the potential to engage with customers in a personal way and bring in more viewers even months after an article is posted.
In fact, according to Hubspot’s State of Inbound 2014-2015 report, companies that prioritize blogging are 13 times more likely to have a positive ROI.
But They Need a Little TLC
The truth is, writing a blog post only brings you about halfway to the finish line. Promoting your blog is just as important as producing quality content. After all, a great article isn’t worth much if no one reads it. While it’s certainly important to promote your blog via social media, simply sticking to the usual channels might not get you the views that you want.
In fact, a September 2015 survey from Moz and BuzzSumo found that over 75% of blog posts had no external links and about 50% had two or fewer Facebook shares, likes, or comments. Clearly, a Facebook post about your blog isn’t going to cut it in an increasingly content-saturated online world.
6 Creative Ways to Grow Blog Traffic
The best way to increase customer engagement with your company’s blog via subscribers, shares, comments, and, eventually – sales, is to get creative about your blog strategy.
1. Create a Multimedia Version of Your Post
A blog post gives you 500 to 2,000 words worth of content that you can now repackage, rethink, and repurpose. Since media gets shared more than words, period, try transforming your blog post into a slideshow and posting it on SlideShare. Turn it into a video and post it on YouTube or create an audio version and share it on SoundCloud.
2. Use Your Niche
Every industry has its own online community, and the more specific your niche, the more enthusiastic its audience will be about new content.
Connect with similar bloggers, customers, and companies by posting to Triberr, post to the top industry forums, and comment on related blogs, and remember to always link back to your blog. Submit your blog to industry-specific blog aggregators like Dzone for programming and web development or TechSpy for technology.
3. Submit, Submit, Submit
You might be surprised to learn how many sites are dedicated to combing the internet for the best content it has to offer and then gathering it all in one place. The bottom line is to find the best places to submit your content and keep doing it!
You can try online newspapers like scoop.it and paper.li, content aggregators like alltop.com, affposts.com, or affbuzz.com, tutorial sites like Tutorialized.com and Good-Tutorials.com, or link roundups published by other bloggers in your industry.
A simple Google search can help you to find the best places to submit your content.
4. Become an Online Authority
People want instant answers these days, and almost every question you can think of has probably been posted to Yahoo! Answers or Quora by someone desperate for expert answers. Who better to help them with their queries than you?
You can also generate press interest in your blog by answering questions for journalists on sites like HARO (Help a Reporter Out). Answer relevant questions thoroughly, succinctly, and with a bit of character, link back to your blog post, and voila, you’re an Internet expert.
Become an Authority in the Business.com Market Expert Program: Learn More & Apply Now!
5. Shout Out to Other Bloggers
Share your love (and your network of readers) and it will often be reciprocated by other bloggers in your industry. Cross-promotion is one of the best blogging tools. Link out to relevant articles by popular bloggers in your posts, and send an email to them when you post.
They’re more likely to share content where they get a mention. Promote other bloggers’ posts on your networks (with a meaningful comment) and be sure to link it to them.
Guest blogging on other related blogs is also a great way to increase exposure, generate backlinks, and establish authority. Similarly, interviews on other blogs are an opportunity for a whole new audience to be introduced to your voice and vision.
6. Use Rich and Interactive Multimedia
Those Buzzfeed listicles are on to something. They not only present information in an easy-to-digest format, but they also throw in a little fun along the way with animated GIFs of cats and Mean Girls quotes.
Even if making people laugh is not your number one goal, multimedia and interactivity go a long way in connecting with customers. Try including photos, video, SlideShare presentations, infographics, or GIFs in your posts.
Posts with quizzes and videos have much higher average shares than text-only posts: entertained visitors will stay on your website longer and click around more.
Hopefully, these tips of the trade will help to get your creative juices flowing. After all, every industry, organization and target audience is different—marketing tactics that are too generic will rarely get you the growth that you need.
Think about how and where your audience spends its time, their other interests, or their primary age group and tailor your promotion efforts accordingly. Targeting your content in creative ways will get your blog maximum exposure—and will be a lot more fun for you.