Writing is an arduous process. After the challenging task of figuring out exactly what to write, you’re still faced with typing it out, structuring, restructuring, editing, proofreading, and polishing. It can be exhausting, even for a smaller blog post. But while you can dismiss your work as finished one you’ve posted it, this is a critical mistake.
The universal truth of Internet Writing is that if no one sees your work, it might as well not exist at all. You, as a blogger and a writer, need to take steps in order for your audience to discover, read, and react to your blog post. Promotion is crucial to building your reputation and your audience.
Facebook and Twitter attract millions of viewers every day, and it’s easy to assume that just sharing your blog post on those sites will be enough to attract an audience. But remember, thousands of pages of content bombard Facebook and Twitter every day. If you don’t take the time to make your blog post link stand out, it’ll be just another drop in the bucket.
How can you avoid this? For starters, make sure you format your Facebook and Twitter link to be as engaging as possible. Adding a photo has proven to significantly improve engagement rates—visuals grab the reader’s attention in the sea of text. A sentence summarizing the blog post or adding a hint of flavor to the link will also encourage click through rates.
It’s important to note that Facebook is not a monolithic entity—groups, subcultures, and communities all thrive within the blue borders of the social network. Reaching out to these groups might boost your audience by promoting your article to people already interested. For example, if your blog post is about baking, joining a baking enthusiasts group and sharing your article with them could drive your readership numbers up significantly.
Depending on the content and goals of your blog, other social media pages might be as effective if not more so than Facebook and Twitter.
Consider LinkedIn; Neil Patel, one of the most prolific and talented bloggers working today, observes that LinkedIn users are among the most engaged on the internet. If your article is about business success, behaviors, and mistakes, LinkedIn could provide a built-in audience that you can’t afford to turn down.
Reddit, while often intimidating for first-time users, offers a staggering abundance of communities united by unique interests. This could be a gold-mine for blog writers. If you can find the right sub-reddit, whether it be about comic books, board games, or photography, you can deliver your blog post to an audience that constantly craves new content and who are more likely to engage with you by nature of the website’s forum structure.
Pinterest, Snapchat, Instagram—all of these could be wildly helpful in improving your circulation and exposure so long as your blog fits in with their culture. The key is to be discerning about your audience and where they are most likely to congregate.
What about on your own blog? It may take a long time before anyone comments on your post, but once they do it’s vital to embrace and foster that connection. Participating in discussions and listening to feedback (within reason) encourages readers to come back to your blog and to share your work with others. Asking a question at the end of each blog post will persuade more people to comment and enter into that next phase of engagement.
Becoming a commenter yourself can also foster an audience. By reaching out to other blogs with similar niches and connecting with their authors and audiences, you alert them to your presence and to your insights in the field. They’ll be more inclined to examine your blog, share your posts, and build friendships with you as they recognize their value. Comments are as much a part of your content as your full articles, and could help you build your reputation.
Finally, making sure your own blog is up to date can keep your readers on your site for longer and can generate a sense of professionalism and expertise. Adding internal links between old and new posts on similar subjects will promote people to stay on your site and has the added bonus of making your blog much easier for search engine’s to crawl. The longer readers stay on your site, the more likely they are to comment, share, check back later, or make a purchase.
Ultimately, the most crucial part is to write a blog post worth promoting. Content remains the king, and promoting an article that people will find compelling and entertaining will do a good portion of the work for you. If nothing else, it’ll certainly make wanting to promote it so much easier.