How to Use Social Media to Promote Your Blog Content

Blogging is one of the best ways to establish brand expertise, while also increasing traffic from other areas of the web. But if you’re relying solely on search engines to direct users to your blog, then you’re missing out. Social media is an excellent platform for sharing the content you’ve made for your website.

Let’s talk about how to integrate your blog content into social media.

1. Use social media button links on your website

This is the most basic of the tips you can incorporate, but you’d be surprised how many companies forget to incorporate this rudimentary aspect of web design. On a content-rich blog post or resource page, social media links serve two functions.

First, buttons that link to your company’s Twitter and Facebook pages will help direct traffic to those pages and increase engagement. These are follow buttons designed to increase your readership, best suited for a high-profile spot on your website.

Second, by placing a second set of buttons specifically for sharing the link to your post, you’ll help create an environment of discussion around your brand. For example, an in-depth guide like this one for buying hunting optics could incite discussion about which features are most important to readers in that niche. Another prominent location, like the sidebar, is a great choice for these links – but make sure you place a unique set on each blog post so your readers are sharing the right one.

2. Link back to your website on social media

Your online brand presence shouldn’t be separate across platforms. In an ideal setup, a reader will be able to hop from your Twitter page to your website to your Facebook page to your Pinterest profile, and so on, without hitting the backspace button once. Make the link for your blog visible on every social media profile, and place it somewhere prominent – such as the About Us section.

3. Share your own blog posts

No, you’re not being pushy or otherwise annoying – you’re using a smart social media marketing tactic. If someone looking for a great article comparing different brands of camo gear (for example) came across a relevant post of yours, wouldn’t you want them to share the link? If you’re sharing any content, it should be your own.

Anyone who is following your brand on social media has signed on to see your content – so let them know when you’ve posted a new article or blog post. Don’t copy-paste the whole article into a long Facebook post. Instead, write a small blurb about the topic to entice them to keep looking.

4. Repeat yourself

No one is reading their Twitter feed 24 hours a day, 7 days a week. ESPN, CNN, and other major news sites repeat their stories throughout the day for this exact reason. If someone missed the news in the morning, they’ll still be able to see it in the afternoon.

Additionally, different parts of the country (or the world, if your audience is global) have different time zones – so the ideal traffic time will be different in EST and PST. Develop a schedule for sharing, and tweak as you figure out which times are that sweet spot for social media attention.

Final Thoughts: Within Reason

While it’s perfectly acceptable (and encouraged) to integrate your content across publishing platforms and to repeat yourself according to a well-conceived structure, don’t go overboard. There’s a difference between strategy and spam. Listen to your common sense. If you posted something an hour ago, there’s no need to promote it again quite yet – it can wait a few more.

Larry Alton (@LarryAlton3) is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.

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