There are a few things to do after publishing a blog post. Are you staying on top of your game? Find out in this blog post.
5 Things to do after publishing a blog post
Blogging is the hot, not-so-new word on everyone’s lips, and with good reason. Content is invaluable in today’s marketing, and a business blog is one of the best ways to consistently produce fresh content.
A business blog is no longer trendy — it’s a necessity if you want your brand to stand out. Are you getting the most benefits from each blog post?
Do you have an editorial calendar? Great! What about a social media plan? Awesome.
Now consider these questions for a minute. What are you doing two days after publishing each blog post? How about 24 hours after? What are you doing one hour after?
Here are five things to do after publishing a blog post:
1. Update internal links
One of the first things to do after publishing a blog post is to audit your older posts. Find all old posts related to this new one, and add links to them pointing to the new article.
Why is this important:
Internal links help Google to determine which content is related on your blog. It adds more structure, which makes crawling easier.
Internal links also increase the ‘link value’ of a blog post. This post gives a good explanation of link value.
Simply put, a page with more links pointing to it appears more valuable to Google. As a result, that page is more likely to rank higher on Google.
How to update internal links:
Updating internal links on your blog can be tedious, but it is important.
Here are five simple steps to getting it done:
1: Set aside some time in your day.
2: Sort your posts by category.
3: Choose the categories you wish to update. (Hint: which category was the new post published in? Focus on that one first.)
4: Read through each post and add a link to the new post where relevant.
5: Repeat for each post in your chosen category.
Based on the number of posts on your blog, this can take as little as 10 minutes or as much as a week, maybe longer.
If you outsource your content, consider doing the same for this process.
An extra benefit of doing this is that it keeps older content fresh. Each time you update a post, it refreshes the content, and fresh content is a big factor in ranking on Google.
2. Email subscribers
If you have an email list, your next step is to tell subscribers about the new blog post.
Why this is important
Your first priority after publishing a blog post is getting traffic to the page. Without this traffic, no one will see your blog post, and your efforts would be wasted.
Your email subscribers are people who are already interested in your brand and message. So this is the perfect avenue for easy initial traffic.
How to email subscribers
Emailing blog posts to subscribers takes a bit of planning. The goal is to send a ridiculously valuable email (always!), and get readers to click the link to the blog post.
Here’s how to do it in four simple steps:
1: Write a compelling email subject. (Hint: Consider using a variation of the blog post title, which should be well thought out).
2: Greet your subscribers as usual, and tell them exactly what you want to share with them. In my experience, the best emails get straight to the point.
3: Write an interesting, short email about the post. Focus on the first few points in the post to build interest. If there’s an interesting case study, quote or story in the post, mention it here.
4: Don’t email the entire post, as this brings no traffic. Instead, at the end of your email, include a clear call-to-action that links to the blog post.
This method gets you early traffic fast, and these readers (your subscribers) are more likely to engage with your blog post, by sharing and commenting.
3. Execute social media plan
Social media marketing is here to stay. There’s no shortage of studies touting the benefits of social media, which is why your next step is to follow through with your plan.
Why this is important
Everyone is on social media, including your target audience. People are spending more time on these sites every day. So this is the perfect place to get your audience’s attention.
One obvious benefit of sharing your blog content on social media is the potential for bringing traffic to your site.
Another equally important benefit is social proof. The more people like, share or comment on your content, the more people will want to read your content.
Social media makes this proof visible to a much wider group of people than your blog alone ever could.
How to execute a social media plan
The purpose of social media is… to be social. This takes different forms on different social sites, so it’s good to have a basic plan in place.
Here’s how to do it in six steps:
1: Choose one or two social media sites to focus on. For example, Twitter and Facebook.
2: Decide what type of content you will post on each. For example, on Twitter you could post infographics, short quotes from blog posts, and so on.
3: Set aside time each week to ask questions and comment on other people’s posts. Remember to be social.
4: Decide how often you will publish content on each site. It is important to be consistent.
5: Put it all together on a social media calendar. This keeps you organized.
6: Set reminders or use software to schedule your content. One example of such software is Buffer.
Be sure to include a link to your blog post in social media posts.
4. Respond to comments
Keeping followers engaged is important in any business. One way of doing this is through blog comments.
Why this is important
When a customer or follower comments on your blog post, you get direct insight into that reader’s thoughts.
Imagine you publish a blog post about the benefits of sleeping at the same time every night. And then someone comments:
“These sound great! But it’s impossible for me to sleep at the same time each night. I have young kids, and things are just too hectic!”
You now know that this reader would love to get those benefits. You also know that the reader is facing an obstacle: hectic life with kids.
Your next step could be to create a blog post:
“How to sleep at the same time every night (even if you have kids).”
Without a doubt, that reader would devour that blog post. Giving followers consistent value is arguably the best way to build loyalty.
How to respond to blog comments
Here’s the basic process:
1: Set aside time each day to respond to comments. This is best done at the same time each day. A schedule will keep you consistent and prevent fatigue.
2: Stick to your schedule. That’s it!
5. Plan for re-purposing content
It takes time to create quality content, so it’s wise to make the most of each piece you produce. That’s where re-purposed content comes in. This is one of the top things to do after publishing a blog post.
Repurposing content means presenting it in different forms. For example, you could turn a blog post into an infographic, video, PDF guide, slideshare presentation — the list is endless.
Why this is important
Re-purposed content has the potential to reach wider audiences. The fact is, everyone processes data differently.
Some people prefer to devour a detailed blog post, while having their morning coffee. And then there are others who prefer to listen to a podcast while getting their daily workout in.
Publish your content in various forms to appeal to more people.
This way, you are getting the most out of each piece of content you’ve invested in.
How to re-purpose content
You’ve invested time (or money!) in creating your blog post. Now it’s time to get creative.
Here’s how to re-purpose content in five steps:
1: Consider your target audience. Where do they spend their time? Twitter? YouTube?
2: What kind of content are they sharing with their networks? Podcasts? Videos? Infographics?
3: Answer the questions above, then choose the new content type most relevant to your audience. Or choose multiple content types. It’s up to you.
4: Set aside resources (time, money, etc.) to create your new content.
5: Once created, share your new content with your audience. That’s it!
These are just five things to do after publishing a blog post. Can you think of anything else?
Need help writing blog posts for your business? Send me a message and let’s talk more.