Last month, we took a look at 10 steps B2B content marketers should take when posting a new blog article. The point is that once a post is written, there are still things like SEO, calls to action and even simple spell checks that need to be considered before publishing.
So naturally, the next obvious question would be, “What should you do after your blog post is published?”
While I don’t abide by a strict checklist for dealing with published content, there are certain steps that you can take to get the maximum impact out of your posts. With that in mind, here are just a few things to think about after your next blog post goes live on your site.
Utilize social media channels – ALL your social media channels
When a new blog article is published, some marketers will simply tweet out the link, post it to their company’s Facebook page, and call it a day. Sadly, this isn’t enough – not even close.
Social media is an incredibly valuable tool for sharing and promoting your company’s blog content, but you have to work it to make it work for you. This means looking beyond your brand profiles only. Naturally, you’ll want to share your content there – Twitter, Facebook, LinkedIn, Google+, Pinterest and so on. But you should also take advantage of the other personal social networks at your disposal.
For example, whenever it makes sense, be sure to share your content via your own channels, and encourage others in your organization to do the same. One idea is to distribute a weekly content email internally with a breakdown of all the new posts for employees to share. You can even create pre-written tweets and messages for each blog post to make it as easy as possible for your colleagues to share.
I’ll admit that not all team members have their own “professional” social channels, nor will they always feel comfortable sharing business content on personal profiles like Facebook. That said, at the very least they can share content via LinkedIn with their professional networks.
Speaking of LinkedIn, marketers can also join Groups of interest to their target audience and share relevant content there to further increase exposure when new posts are published.
Share your post once… then share it again
Posting to social media doesn’t need to be a one-and-done affair. You should extend the life of blog posts by sharing them multiple times over the course of a week or month.
You can even experiment with different messaging. For example, you could simply tweet out the title and a link one day, then later pull out an interesting quote or stat from the article and share it again. Or ask a question in your messaging that’s answered in the article to entice more people to click. (Sally Hogshead often talks about seven techniques, or “triggers” for social media that can help.)
Track your progress
Post-publishing activities extend beyond promotion. Once your blog article is live, you should keep any eye on it to see how it’s performing. The most obvious metric to look at is traffic, as posts that get a lot of hits over the first week or month will clue you in as to what topics resonate most with your audience and customers.
(I’m surprised when marketers track overall traffic but don’t dig down into the individual articles that drive it. This should be part of every reporting dashboard, but I still tend to casually monitor how many views certain posts are getting on a day-to-day basis.)
Search traffic and rankings are other areas to look at. If you took the time to optimize your blog post around certain keywords and phrases, you should make sure those efforts are paying off. Non-paid (or organic) search traffic to individual posts will shed light on how popular your posts are in Google, but I also like to track search ranking position for the phrases I’ve optimized around. Both of these numbers will change (and hopefully increase) over time, but it’s good to keep an eye on them to ensure your SEO strategies are actually working.
These are just a few strategies I abide by once a post is published, but there’s obviously much more B2B marketers can do. Do you have a post-publishing tip of your own? Share it in the comments below!
Check out our free Content College video tutorial series for even more tips on effective content marketing.
About the Author
Brendan Cournoyer is the Director of Content Marketing at Brainshark, a sales enablement platform provider that helps companies more effectively prepare employees, engage with key audiences, and advance business opportunities. For more musings on the world of content marketing, SEO, and more, follow Brendan on Twitter @brencournoyer.