There are many reasons why every business and professional should blog, but how do you effectively advertise a blog? Here are the most successful strategies!
Is writing well and taking care of a blog down to the smallest detail enough to achieve optimal results and attract a good traffic flow to its pages? Although undoubtedly the quality of the contents and an engaging editorial plan are the foundations to building a good communication project, to get the attention of the target audience and feed the volume of visits, it is also essential to properly promote a blog.
There are Numerous strategies exists successfully and allow an increasing number of target users to encounter their content while surfing the net. Why is producing content today a fundamental part of any marketing strategy? And how to advertise a blog effectively?
The value of a blog for a company
There are many reasons companies and professionals should actively and professionally blog. First of all, the contents of a blog, when structured optimally, are an infallible hook to generate incoming traffic to your website, both from h engines, other websites, email, or social media pages.
The most recent Hubspot research, for example, underlines that the increase in articles published by companies is witnessing a direct increase in website traffic: those who publish 16 or more blog posts per month generate higher web traffic of about 3, 5 times compared to those who produce 0 to 4 articles per month.
Furthermore, a corporate blog is an excellent platform for building a coherent and authoritative corporate image and strengthening brand awareness, thus fostering public interest and loyalty. Last but not least, a blog also manages to attract the attention of the target to the point of generating new conversions, thus increasing not only traffic but also the overall sales of the company that manages it.
Quality and SEO always come first.
The creation of a successful blog obviously starts from constructing valid, complete, and possibly better content than all the others already published on the web. The quality of blog posts is undoubtedly the primary aspect to consider if you want to offer substantial added value to the material on the net and be available for consultation by the audience you want to hit.
Optimizing the contents for the search engines is another essential element involved in growing a blog and allows you to position articles at the top of the Google SERP and the like. Optimizing content before publishing it is, therefore, an essential step to exploiting the potential of organic traffic.
But what other methods are there to promote a blog?
Post valuable content on other people’s sites
In addition to publishing qualitatively optimal articles on your blog, you can also tap the potential of guest blogging to exploit other people’s audiences and bring traffic to your blog. If you want to play this card, it is essential to choose the right audience to communicate with, carefully selecting the external blog that will host your articles, and possibly choosing among the most relevant, similar, and well-established ones.
It is also essential to insert some relevant links in the blog post to the pages of your site to take advantage of the visibility of the host site and grow your popularity.
There is also the possibility of publishing your articles on external websites, with a process called content syndication, focusing on portals that deal with topics similar to yours and which will therefore have a strong appeal to the audience that will read them. Medium is one of the largest sites that host other people’s content: today, it mainly welcomes articles in English, but it is not the only one of its kind, and it is not difficult to find similar realities in the different market niches.
Being where you need it when you need it
Participating in online communities allows you to circulate the name of your blog on the web,
always aiming to increase your visibility and brand awareness. However, joining a virtual community by spamming comments and links to your blog is not the right way to promote the value of your work.
First, it is essential to establish a relationship of trust with the community members, presenting yourself at your best and starting to interact and provide targeted and quality answers. Only after having carried out an adequate process of authoritativeness is it possible to begin attaching specific links to your blog to your interventions, always to provide useful content to the participants of each virtual community.
To promote a blog, you can participate in industry forums, building a solid connection between your name and good professional credibility. Even online places such as Yahoo Answers, Reddit, or the famous Quora are effective places to provide a real contribution to the community and thus gain a privileged place in the minds of the members of these discussion platforms.
The power of the mailing list to advertise a blog:
Building an extensive database of email contacts is essential when you want to take advantage of the benefits of email marketing to advertise your blog. Emails can be effective in the public’s interest and invite them to click on the internal links of the email or share the information again via email or on social networks, thus expanding the word of mouth effect.
Sending content that is relevant to the customer can also lead them more naturally towards conversion and spontaneous sales growth. It is essential to create a list of well-segmented leads and know which messages to send to each contact with respect to their interests or the stage of the customer journey in which they are. Using the most advanced marketing automation systems is an excellent idea to simplify and automate mailings, saving time and resources and having every step of the process under control.
Use the appeal of video and graphic content.
Creating textual content of great importance, in-depth and transparent, is undoubtedly essential, but even the eye wants its part on the web today. In the context of a frenetic consumption of digital content, users are increasingly in a hurry and pay less and less attention to unique content. Being intelligent, attractive, and immediate is, therefore, a must when you want to promote your blog and articles.
A simple method to make a text more appealing is the addition of infographics, which simplify the concepts expressed and transform them into visual content that is easy to use. Highly intuitive, these images tend to be easily shared, contributing to the circulation of the blog name to other traffic sources.
Inserting videos in blog posts is another of the most popular trends. The ideal is to produce professional-quality videos of a short length, which can be easily heard and understood by your target. It is possible to simply embed YouTube videos in the blog and, at the same time, leave in the YT description a direct link to the site or blog page that deals with the same topic as the video content.
Take advantage of social channels to promote the blog
One of the golden rules for advertising a blog and its articles is to use the dissemination power of social media. When a new blog post is published, it is good practice to inform your followers of the new release to ensure they do not miss the freshest news on the site.
How to advertise a blog on Instagram, Facebook, and other social platforms? The idea is always to exploit hooks with a strong power of attraction on their audience of followers and to translate each content into a series of visual images, which can reveal what the new article is about while leaving open the curiosity to deepen the topic, on the site.
An IG carousel can be a good choice, a gallery of FB images, or a series of IG Stories and Reels. The important thing is that the TOV is always in line with the editorial line and the brand’s character. In this sense, it is helpful to carefully choose which social media to position on with your profile, always considering the target users to whom it addresses their age group and online habits.
Other ideas for making the most of social networks are to join Facebook groups, follow the methods of interaction already mentioned for forums and virtual communities, or start producing content for LinkedIn, the “professional social network.” Companies and freelancers can grasp enormous pluses for their promotion from the LinkedIn universe: on its pages, it is, in fact, possible to publish and promote posts, guides, ebooks, case studies, and much more, constantly referring to your blog for further information. A real boost for the authority and communication of your brand image.
Use advertising strategies
In addition to organic online advertising methods, it is also possible to use paid advertising, offered by both search engines and social platforms. In both cases, the level of campaign personalization and audience segmentation has reached surprising levels of sophistication.
Ads allow you to precisely intercept the type of user you would like to drive on your blog, delight him, convince him and convert him with your own content. Each social channel has its own advertising platform—mind to take advantage of the power of Google. You can use Google Ads to create effective ads and ensure that they are positioned among the results for the most relevant search queries entered by potential readers.
The announcement and landing page (the blog post ) must be perfectly aligned so as not to discourage the user from reading the piece and continuing to navigate to other sections of the blog.
It is thanks to a well-studied mix of these strategies that, with a bit of patience and dedication, excellent traffic levels can be achieved and excellent satisfaction at the following Google Analytics check!
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