Get the most out of your blog posts

It’s a great feeling hitting ‘publish’ on a new blog post, but there is work to do yet.

Whether you’ve spent a couple of hours, or a couple of days working on your latest post, you’ll want to ensure you get as much as you can out of it.

Following is a post-publication action plan that you may want to consider the next time you publish a new blog post:

Share on social media

I know you know to do this, but give some thought to how you share your latest post on social media. Taking the easy route and typing the title of your post with a link is really underwhelming.

There is opportunity to optimize your messaging for each social media platform you share on. Consider things like the length of your message, use of hashtags, questions to spark engagement, accompanying images, and any other nuances that can optimize your social media content.

Moderate and reply to comments

When you’ve published a blog post, you owe it to yourself and your audience to support your content. If someone posts a comment on your piece, take time to think through a meaningful response.

If a spammer manages to sneak a ridiculous comment about the latest male enhancement miracle through your spam filter, delete it so your comments remain clean and on topic.

Maximize relevant impressions

Think about how you can position your content in front of as many relevant people as possible. If those views are on your blog, awesome. If you achieve this by publishing your content on a curation site or guest posting, fantastic. If it means paying a few dollars (if you have a few to spare) for some targeted ads to drive traffic, amazing.

Impressions aren’t everything, but for many businesses, targeted impressions can be important. So, if increasing impressions is a meaningful part of your objectives, then find ways to get them. And don’t forget that just because you may have created amazing content for your blog, doesn’t necessarily mean your audience is going to find it. It takes serious effort and a well thought-through plan to maximize relevant impressions on your content.

Monitor and propagate conversations on social media

If your audience is sharing your content on social media, chances are pretty good that there will also be chatter about it. Keep your ear to the ground and monitor these conversations so that when meaningful conversations emerge about your piece – interesting questions, thoughtful builds on your ideas, fresh perspective, etc. – then you can chime in and play a role in these conversations (if appropriate).

If you are able to have meaningful interactions, you might even be able to convert those who you interact with to being a loyal reader of your blog, subscribers to your social media networks, or better yet, consumers.

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Creating and publishing valuable content on a regular and ongoing basis alone won’t yield the meaningful results you are hoping to achieve with your blog. You need to ensure you’re getting relevant eyeballs on your content for it to have any real influence. Also, supporting your content and having a meaningful dialogue with your audience is a great way to win you a targeted following, build loyalty, and increase the chance of converting readership to consumers.

What is your post-publication plan to get the most out of your blog posts?

It’d be great to hear from you in the comments, or on Twitter @RGBSocial

Join the conversation! 4 Comments

  1. I find it makes a difference to share the content as much as possible on social media and sites such as ScoopIt. Adding a comment that makes people want to read more helps it to get greater exposure. Of course there is no substitute for creating great content that answers questions potential customers typically have. People want solutions and will share content that offers them.

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    • Hi Jared – Thanks for your comment. Sharing on SM certainly helps, and I’ve gained a bit of additional traction publishing on Scoop.it as well.

      Thanks again.

      Matthew.

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  2. Thanks for the article Matt. I think a lot of people struggle with the promotional strategy though part of that is due to the fact that they don’t really have a huge vested interest in the success. They care more about spitting out massive amounts of content as quickly as possible, forever chasing the news of the day (or hour) than carefully planning out a content strategy that includes the marketing and promotion.

    Sharing on social media is often done with little impact because even a great article can be lost in the noise of a thousand other updates in your stream. Having a consistent cross-platform promotion can help with this. Even finding influencers, building relationships, and getting their input BEFORE you publish can help because once it goes live you may have several people helping you promote it.

    Also, when you lay out your content strategy and editorial schedule, you should focus on themes that will be of interest to your target audience. That way one article can build on the previous one. Co-sponsored articles that are in collaboration with other good writers can also expand the reach of the content.

    In terms of following up after the article is published, this is key. Moz does this very well and works with their contributors to make sure they are available to answer questions. They know in advance when the article will go live. Melissa Fach wrote a great piece on this recently at CopyPress:

    http://www.copypress.com/blog/guest-writers-are-you-missing-opportunities-to-interact-with-a-new-audience/

    Thanks for the insight Matt.

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