Do you publish and run?
It looks like this. You spend a good couple of hours on handcrafting a wonderful post. You wrestle it into WordPress, proofread it, and hit Publish. Then, like a criminal fleeing the crime scene you close your blog tab and move on.
This process is ok if you are a hobby blogger. But publishing your post is just the beginning if you need your posts to attract an audience, generate demand for a product or position you as a thought leader.
Your Blog Posts Aren’t Working Hard Enough
I’ve just finished a new ebook where I show several tactics that drive over 10,000 visitors a month to this blog.
While writing ebook I realized that 75% of blog marketing success comes from following a step-by-step process for promoting each of your posts. Think of this process as a warm-up that insures that you get the most from your blog post.
Here are three of my favorite blog post marketing strategies to get you started:
Any blog post can be converted into 3 separate types of content:
1. Audio: Put on your headset, fire up Audacity and record yourself narrating a post. Add an introduction and background music and you have a podcast. Use the PowerPress plugin to publish your audio to iTunes as a podcast.
2. Presentation: Identify 5-10 key points from your blog post. Create a slide for each point. Add your logo and blog address. You know have a presentation deck for SlideShare.
3. Video: Take the presentation deck we discussed in #2 and use Camtasia Studio (PC) or ScreenFlow (MAC) to record yourself narrating the presentation. Upload your finished recording to YouTube.
Blog posts are great for telling a linear or describing a step-by-step process. They aren’t the best vehicle for checklists, flowcharts, mindmaps or other visual content. Recently I’ve been creating support tools that I offer with specific blog posts. See this post for an example.
These “downloadables” extend the usefulness of your post. They give your reader something tangible to help apply your approach to their situation. You can create:
Checklists: Great for helping your reader organize items needed to complete a task.
Best Tool: Google Docs
Mindmaps: Visual tool for showing the connection between different ideas and concepts
Best Tool: Mindmeister
Flowcharts: Excellent visual tool for walking through complex processes that may have different actions based on answers to Yes/No questions
Best Tool: Powerpoint or Keynote.
Use a service like Pay With A Tweet to encourage people to share your post in exchange for the downloadable. You can also directly ask readers to share your post by placing a Click To Tweet link inside the document or any confirmation screens.
Make sure your blog post will look great on Facebook, Twitter, and Google+.
Facebook is tricky because it grabs the wrong photo or text snippet for the reader’s share. This has driven me absolutely nuts for years. Finally I have a few tactics that work:
1. Manually submit your blog post link to Facebook with a custom created photo.
Credit for this great tip goes to Pat Flynn and Amy Porterfield. Take your blog post photo and resize it to 560 pixels wide by 292 pixels tall. This size fits nicely in Facebook’s newsfeed. Add the title of your post to the photo as well (which helps with Pinterest traffic too). When you submit your blog post link to Facebook, make sure to select the manual upload option for your photo and use the custom photo you created.
2. Add the correct Twitter, Facebook, and Google+ rich snippet/meta information to your blog posts.
Meta information turns a boring Twitter tweet into an attractive attention grabbing one. Here’s an example from an excellent Social Media Examiner article:
Tweet without Twitter Rich Snippets
Tweet with Twitter Rich Snippets
The difference is startling.
Facebook use the Open Graph Protocol to dress up your posts for the Newsfeed. Installing the official Facebook Open Graph Plugin is the easiest way to started.
I plan on making a thorough walkthrough video about implementing Rich Snippets for my “10,000 Blog Reader” training students but you can refer to the Social Media Examiner article for more information..
10 Minutes = Mucho Traffic
Here’s a secret.
Blog marketing success depends on doing what your competitors won’t. (Tweet this)
Most bloggers are satisfied with a “publish and run” strategy. They will get a few visitors and hope that somehow their blog will get noticed and shared.
My hope is that you won’t follow this naive strategy and take a few extra minutes to repurpose, extend, and package your posts.