8 Ways to Get More Bang From Your Blog

Reuse, refresh and repurpose to maximize your time investment.
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Find posts that have done well on your blog and repurpose them by turning them into flyers or email campaigns. (Photo: Rawpixel.com/Shutterstock)

Blogs are a great way to engage your audience but a huge time drain, as every blogger knows. So it pays to find ways to get more mileage out of each post.

Here marketing experts share insights on how to get more bang from your blog.

Be strategic so your efforts pay off

Don’t just blog about anything that comes to mind.

“Blogging is a time intensive endeavor, so you need to make sure you’re making the most of it, said Connor MacDonald, content manager at Hawke Media, a subscription-based marketing agency. “Decide what you want your blog to be doing. If you want to be driving traffic to your site through search, take the necessary steps in researching keywords and creating content around them.”

Go to the same well again

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Dive deeper into popular blog posts and create more in-depth pieces surrounding those topics. (Photo: Undrey/Shutterstock)

MacDonald suggested identifying blog topics you can expand on later without too much additional research.

“Consider creating ‘cornerstone content’ that your blogs can expand on and link back to,” he said. Not only will this help you avoid running out of topics for your blog, it can also help your visibility in online searches. The more you write on a certain topic, the better the chances that search engines will recognize your authority on that topic and place your blog higher in search engine results pages for related searches.

Repurpose

Marketing professionals focus a lot on the written blog, “but it is far from being the end all be all of content types,” said MacDonald. He suggested finding creative ways to turn a blog post into something new, such as reformatting the post to hand out as an educational flyer to customers at the register.

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“Let’s say you have one blog post entitled ‘10 Gift Ideas for Valentine’s Day.’ It was a hit. Now you could turn that single blog post into 10 additional posts to go more in-depth.” -Susan Payton (Photo: Susan Payton)

Refresh

Don’t hesitate to refresh an old blog with new information — such as updated statistics — and then republish it, which may make it pop to the top of your page (depending on how you’ve set up your feed).

If a blog is rich with interesting numbers, consider creating a related infographic you can share on social media, and link it back to the blog to get more eyeballs on the blog.

Dig deeper

Susan Payton, president of Egg Marketing & Communications, suggested finding ways to turn one blog post into multiple posts.

“Let’s say you have one blog post entitled ‘10 Gift Ideas for Valentine’s Day.’ It was a hit. Now you could turn that single blog post into 10 additional posts to go more in-depth on each numbered item. For example, if one gift idea was to create a scavenger hunt for your love to find a bouquet of flowers, you could offer tips on setting up the scavenger hunt in a post.”

“The benefit is that you’re doing more than scratching the surface, and you’re driving readers toward a particular gift item that you sell in your store.”

Promote often, with different titles

Don’t post a blog on social media just once.

“Most bloggers give the content a push on social media just after publishing,” said Alastair McDermott, technical director at WebsiteDoctor.com, “but only a tiny fraction of their social network ever got to see that content.” Catch the eyes of new followers by posting at different times throughout the day and resharing across several months.

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“Some fear that over-promoting a piece will irritate their followers but you could easily promote a particular blog post three or four times a month with different titles without burning out your network.” -Alastair McDermott (Photo: Alastair McDermott)

McDermott suggested using a social scheduling tool to make sure you’re sharing a piece of content regularly across your social networks.

“Some fear that over-promoting a piece will irritate their followers,” he said, “but you could easily promote a particular blog post three or four times a month with different titles without burning out your network.”

Promote from elsewhere

Think of places you can promote your blog outside of your own website and your social media channels. For example, include a link to a post as a call-to-action in a marketing email or highlight the post in you e-newsletter. Add a link to your top post in your email signature so every email you send out is promoting your blog.

Another pro tip: Post links in upvote communities like reddit and BizSugar. It’s a great way to expose new audiences to your blog and engage them with your brand.

Pay to play

To get more eyeballs on your blogs (and other website content), you may need to bite the bullet and buy ads on social media.

“Creating content is only half the battle. No small business should be blogging for the sake of blogging –– people need to be seeing it,” said MacDonald.

Boosting your posts on Facebook and Twitter is a pretty inexpensive and effective strategy for gaining followers. Both platforms provide in-depth targeting options to help ensure your posts reach the most relevant audience.

Related: Why Social Media May Not Pay Unless You Do

Noted MacDonald, who advised maximizing a blog’s exposure with promoted posts, “High engagement on social media posts can benefit your organic reach as well for your next posts, meaning one promoted post can benefit your next few.”

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