Most bloggers would agree that publishing a post necessitates extra steps to guarantee its popularity. Indeed, the SEO performance of a blog can only do so much in terms of traffic. Inbound marketing strategies include four additional steps to take once the blog post is published.
1. Publish to Social
Bloggers publish their blog posts on social media to ensure their followers get access to the content in a timely manner. The ease of access of the blog post is very important when it comes to getting traffic. Bloggers engage their audience on social media in order to build a community of fans for their brand.
It may seem redundant to publish the same blog article on various social media platforms, but it is not. Publishing to social is about increasing the engagement via comments, shares and likes. Bloggers use HootSuite to sync information across various social platforms. This tool simplifies social media management and analyses the performance of the content.
2. Boost on Taboola & Outbrain
Many bloggers choose to boost their content reach on various paid marketing platforms. Increasing the number of quality channels that display their content enables bloggers to increase traffic to their blog.
Taboola is a content discovery platform that enables bloggers to display their posts. Bloggers may choose to place Native Ads on notorious news websites such as MSN, BBC, and USA Today. Bloggers have the option to display a mix of articles, videos, and slideshows, in order to capture the reader’s attention.
Outbrain is an online advertiser that enables bloggers to present sponsored website links. Outbrain is Taboola’s main competitor, as it also recommends articles, slideshows, blog posts, photos, and videos to the reader.
3. Push to Social Groups
Bloggers share their posts on various social groups that express an interest in their topic. For example, real estate development companies could benefit from sharing their blog posts on social groups composed of real estate agents. Holistic nutritionists could benefit from sharing their posts on weight loss social support groups.
By boosting their content on social groups, bloggers are offering targeted information to a group composed of potential customers. Bloggers are thus creating a community that will be open to receiving catered promotions.
4. Push to Email List
Over time, bloggers compile of list of subscribers interested in receiving news updates. Email marketing is about creating emails that readers actually open. Bloggers must create compelling headlines and calculate their click-through rate. Email headlines display a brief initial description paired with a clear call-to-action.
The content of the email is a little more detailed and offers a step-by-step explanation of how the deal works. It is essential for readers to easily navigate through the email on various devices. The goal of the email is to inform readers and to get them to visit the blog to take action, thus generating traffic.