Blogging for business has long been favored by content marketers as a potential marketing tool, and social media presents enormous opportunities for gaining mileage from it. Communicating through blogs is an effective way to build relationships that can go a long way in creating followers, which is crucial for today’s businesses. Whether it is for reputation management, brand building or marketing, blogs can serve all purposes. The fact that high-impacting blogs can drive more traffic has been established long ago and is the reason why it remains the backbone of content used for marketing.
Since it is not easy to create quality blogs, and you need to make a lot of efforts to produce high-quality content, it is important to ensure that the returns from blogs are adequate. Publishing blogs on websites is not an end in itself, but its message has to be spread far and wide by using the social media platforms. The channels and networks of the social media have to be used intelligently to engage with the audience and evoke a positive response so that more traffic drives to websites. The returns depend upon how well you promote the blogs on the social media.
Structured sharing plans
Everyone knows that sharing blogs is the only way to connect with the target audience, but this can even be the most difficult task to accomplish. While sharing in not difficult at all, eliciting the right response from the public can be hard. The reaction of the audience indicates how well they are receiving the blogs. How many times should you share a blog to gain the attention of the potential customers? Well, there is no fixed rule for that, but one thing is clear – for any blog or content that requires promotion, there has to be a definite plan of sharing it more than once. Have a structured plan for sharing content on social media that can attract more people to your blogs and ultimately drive more traffic to it.
Share it a number of times
As soon as you publish the blog on the website, you need to promote it on the social media platform of your choice. This is the occasion when the blog will get shares for the first time across all social networks where the audience takes the maximum interest. Choose the networks by studying the audience behavior that would reveal their preferences. Add to this your understanding about high traffic driving platforms so that the promotion can finally result in driving more traffic to the website.
After the first sharing, get prepared to share it a few more times at well-planned intervals. The second sharing might happen on the next day, and another round can occur in the next week. The sharing has to be spaced out in such way that the audience should not feel like they are being forced to swallow the content. You should give them the space they need to enjoy the content. It should be like coaxing them to pay attention to something important and valuable that they had missed out earlier.
The effect of repeated sharing
Blogs that are shared repeatedly garner more clicks and a definite pattern of clicking emerges from it. Considering a case when sharing was done three times during a month, we saw that although the number of clicks was less on the days when the sharing was repeated, the cumulative clicks of the second and third sharing were higher than that on the first day. Hence, there should not be any doubt about the effectiveness of sharing blogs more than once that drives more traffic to websites.
Keep in mind about the freshness of content
Keeping in tune with the best practices, pay attention to maintaining the freshness of content that viewers like. While it is not very easy to churn out fresh content every day, sharing blogs at well thought out interval can help to maintain the freshness of content and at the same time increase the chances of better audience engagement. There is no written down rule that you cannot share content more than once. As long as you can do it without treading into the restricted area of spamming, you have every right to make efforts to provide the value to your audience.
Share with restraint
There has to be a methodical approach in the way you want to share the blogs or any other content. Study the audience behavior carefully to understand the way they consume content and plan for sharing the blogs. Avoid trying to go overboard as it might lead to unwanted spamming. Step into the shoes of the audience and try to figure out how you would have felt with the sharing plan that you want to implement. This would give you a more pragmatic view of what would be the ideal sharing pattern. Never lose sight of the value proposition involved in sharing. You should stop the moment you feel that sharing does not add any more value for the audience.
Have a schedule
Sharing content has to be planned well so that you can implement it across the social networks of your interest. The sharing pattern will not be the same on every platform. Hence it is better to have a calendar for sharing content that shows the different intervals of sharing as applicable. The intricacies of each network and the particular audience behavior will determine the interval at which you need to share content.
After sharing blogs, keep a close watch on the campaign to assess the audience reaction and monitor the results regarding clicks that relates to traffic. Use analytic tools to understand how the sharing plan has impacted the campaign. The metrics would also point to the level of activity so that you can know if you are hyperactive and need to tone down.