You’ve found the time to complete your latest blog post. It’s polished to perfection. You’re excited to see what your desired audience will make of it.
But then you wonder… How do I lead people to my content? How do I get them to engage with it?
There are LOTS of ways you can do this. And that’s what I’m going to share with you.
Your aim is to build awareness, entice engagement, and develop the potential to generate new leads using these online marketing hacks. There are no cheap tricks in this guide. Instead, discover genuine tips, neat tools, and game-changing software to help you MAXIMISE the value of your content.
Publishing your blog is the magic moment where your content goes live. There’s a lot of power in this action, as you’ll discover.
But firstly, be cautious. Any blog you post under your business reflects your brand. Post a blog that has spelling, punctuation, and grammar mistakes and allow your content to be bait for all the grammar sharks online. They can tear your work apart, putting your business’s reputation in jeopardy.
So, TRIPLE check your work. Use an awesome app like Grammarly to get that extra slice of anti-error defense. And if you can, ask a friend with sharp editing skills to do a once over.
Then confidently move onto publishing your content. Here’s a refresher on how to do this through WordPress.
1. Go to your admin page – https://wordpress.com/%5Byoursitename%5D
2. Click on blog posts
3. Enter your content
I chose WordPress because of its accessible and easy to use SEO features. But feel free to experiment with sites like Squarespace or another platform (that you want to use or are using).
Search Engine Optimisation (SEO)
SEO is self-explanatory, but can be an enigma for many.
SEO is responsible for navigating your target audience towards your content when they look for it using search engines like Google.
Your job (as content publisher) is to provide WordPress (or a similar site) the instructions to do so. And here’s how:
- Keywords – power words that indicate the subject of your content, e.g. say your blog title is ’10 Tips for Idea Generation’. Your keyword would be ‘Idea Generation’ – telling your reader that generating ideas is the information they’ll gain from reading your post.
Takeaway: Use keywords sparingly, in your title, introduction, and summary. Otherwise, it will A: be annoying to read and B: turn into click bait (an article focused on creating online advertising revenue, at the expense of quality and accuracy.)
- Tags – words used in association with your blog to engage with specific topics, e.g. if a user is searching for information on generating ideas, they will type these words into the Google search bar. The chance of your article appearing during their search is much more likely if you tagged it with ‘copywriting, idea generation’ (use commas to separate your tags).
Takeaway: Use descriptive tags. Creating a specific description will have a positive effect on permalinks and anchor text for internal links.
And here’s another: Use a maximum of three tags. Each tag will generate a new archive page on your website; too many tags will make your post difficult to find.
- Categories – Create a list of categories that your blogs cover, e.g. they could be offering techniques (‘How-tos’, ‘Top Tips’) or opinions. On the ‘edit blog’ page, you can create these categories to order your posts. When a user is on your website’s blog, they (and you) can use these categories to navigate through your content.
These are all features you can use on for free on WordPress. But if you really want to maximise your presence in search engines, it’s worth investing in the advanced SEO Plugin, Yoast.
- It teaches you how effective your keywords are and where to use them.
- It gives you the option to re-write the meta description (the text that shows under your title in Google).
- It analyses your post’s readability (how easy is your blog to read? It identifies convoluted sentences).
Adding images to your post is an awesome way to further increase engagement. There are three compelling reasons for this:
2. According to HubSpot, when people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.
3. The University of Alabama states that: “Sixty-five percent of the population are visual learners. This means over half the population take in information best when viewing images, pictures, and colours, as opposed to reading text.”
Imagine if you were reading a magazine. How much information would you take in if all the pages were pure text? Your content is no different. Create an eye-appealing, high-quality image to give your words more authority.
“But I’m not a wizard or a graphic designer so, how am I supposed to do that?” You ask.
CANVA, MY FRIENDS.
This fine piece of software is super easy and fun to use.
- It creates templates for you
- Has a great supply of ideas for creative fuel
- Offers a plethora of fonts and icons you can add to take your images to the next level
Use an image from Canva, or choose one from a site like unsplash.com that have uncopyrighted, high-quality images to download and use for this purpose.
Here are some image ideas to get you started:
- Title images
- Text quotation images
Takeaway: Ensure your images reflect your brand: don’t change your primary colours and include your logo in header images.
Of course, you can go to a graphic designer, skilled staff member or freelancer, who will create these images for you. It’s up to you to weigh up how much time you’ll spend doing it vs. how much money you’re willing to spend to save that time.
Tweet Your Way To Engagement
When you tweet a link to your blog post, a proportion of those users will actively engage with your post.
Engaging = viewing, favouriting, replying, retweeting, following, and clicking on your links.
The size of that proportion relies on the context of your post and how often you publish it. Here are the best ways to increase your engagement on Twitter:
- Use popular and relevant hashtags e.g. #technews
Akin to tagging in WordPress, use hashtags to allow your content to appear in Twitter’s search bar. Creating relevant tags is easy: pick out the keywords from your blog post and either incorporate them into your post:
Learn how to maximise your content’s potential using this #digitalmarketing guide: (link)
Or add them to the end of your post:
Learn how to maximise your content’s potential: (link) #digitalmarketing #contentmarketing
Notice how I only used one or two hashtags. Overuse looks messy, makes your post difficult to read, and can make you look desperate for engagement, reducing interaction.
For popular tags, use apps such as Ritetag to analyse a hashtag’s exposure and how often it’s being tweeted about. If you search a tag and it’s labelled as green (used often) it can increase your post’s exposure.
Takeaway: It’s also worth checking Twitter’s trending tags (displayed on the right-hand side of your Twitter feed). They might not always be relevant, but when they are, they can be a magnet for engagement.
- Attach images to your twitter posts
Attach an image from your article to your tweet. Your title image is always a good call – it highlights the title of your post, reiterating what your content is offering.
- Curate a month’s worth of posts and schedule them using Hootsuite
Tweeting a link to your post just once will limit who sees your tweet. Were they online that day? Did they require that information when your tweet went live?
Create at least five different tweets to accompany every new blog post you publish.
Takeaway: use a powerful phrase from your blog and turn it into a tweet. Don’t forget to add a link at the end!
Use Hootsuite to schedule your posts. It allows you to host several social media accounts (from Twitter, Facebook, or Instagram) and curate and schedule posts over a period of time.
Try to aim for a month’s worth of tweets advertising your blog. This would be one per week: enough so that people will have ample opportunity to read your content without it becoming repetitive.
- Get cosy with your followers
If you haven’t already, spend some time following twitter users who own businesses in your area. If their line of work is linked to yours, this is better. You could take it slowly and build up your rapport with them by engaging with their tweets. Or you could go all in and send them a direct message.
Your goal? To initiate a blog swap share. Ask them if they will retweet your recent post and offer to do the same for them. You can gain more coverage for your content, and having a new online ally is always a bonus. If they don’t reply, don’t hassle them, just move on to someone more willing to help you out.
Using Facebook and Instagram
Your twitter account will see the most engagement from other businesses, simply because there are more professional accounts on twitter then there are on Instagram or Facebook.
However, consider using these social media platforms to get your content noticed further. Especially if you run a B2C company, as millions of people actively use Facebook and Instagram every day for personal use and for researching and making new purchases.
For example, I often rely on Instagram to search for new clothing brands, and I will follow their account if I like what they sell.
Also, for both Instagram and Facebook, you’re not restricted by a word count when you create a post. This isn’t an opportunity to bombard visitors with a truckload of text, though. Instead, be more creative with the words you use to promote your content (but always keep readability in mind).
Use hashtags on Instagram but only rarely on Facebook. Sometimes they don’t work (especially if you’re sharing your post via Instagram), and they don’t increase engagement.
Takeaway: On Instagram, instead of publishing your tags in your post’s description, add them as a comment to make them appear hidden but just as searchable.
LinkedIn is THE online social networking site for professionals. Individuals and businesses alike use it as a platform to showcase their skills, experience, and body of work. You can encourage professionals to engage with your business by sharing content on your feed (like Twitter).
There’s no word count, and you can publish an entire article on LinkedIn. Preview your post before publishing, and ALWAYS proofread your content to avoid formatting mishaps.
If you think getting your content known ends here, you’re in for a treat. Here are some brilliant ways you can draw attention and open up possibilities to generate new leads.
- Add your blog to your monthly newsletter
- Include a link in your email signature (you could create a relevant tagline with a hyperlink to your blog, e.g. ‘Get the latest tips on how to make the most of your content’)
- Ask an online business ally to feature your blog on theirs (known as guest blogging)
- Turn your post into a subject for email marketing and include a link to your website’s news page.
You now have all the knowledge and tools needed to execute a brilliant online marketing strategy for your content. But keep in mind: your results won’t be instant.
To see a noticeable increase in engagement it takes time, consistency, dedication, and active communication.
But by following this guide, you can finally start making the most of your content.