Most company blogs? Entirely forgettable. They talk about themselves instead of what their audience cares about. This four-part series will show you how to avoid that, and instead, teach you how to plan, write, and publish blogs that people actually want to read.
Last week we talked about creating content that is interesting and unique. Let’s move on to the next step.
Step 2 — Get Your Content Found
So, you followed last week’s topic and created a killer blog post. It’s smart. Helpful. It answers questions your target audience is interested in.
So, you post it. And then…
Nothing.
Silence.
Unread.
Unnoticed.
Here’s the secret – a blog that no one sees has absolutely no value, no matter how good the content is. This is where many companies simply drop the ball. They write something great (no, really!) and assume that the internet will magically bring readers right to their front doors. Well, it won’t.
So how do you get people to actually FIND and READ your blogs? Without visibility, there’s no traffic. Zero engagement. No leads. But plenty of wasted effort.
First: SEO. Yes, even with all the hubbub about AI search, SEO still matters.
Search Engine Optimization. We all know what it is. Or do we? It’s not just some nerdy IT thing. It’s what gets your blogs found. It’s how you optimize your content for the words and phrases your audience is actually searching for.
Use clear, specific titles. Think about keywords your clients would use. Add subheadings, meta descriptions, and links (internal and external). There are tools you can use to help with this, and, of course, TerraFirma Marketing has SEO programs that will do the work for you. But, here’s the final word: write first for humans, and for search engines second. But do write for both.
Second: Social media. Yep, you need to share it.
Posting your blog on LinkedIn isn’t just a nice idea. It’s essential. However, don’t just toss a link onto your company page and forget about it. That is the starting point. The truth is that you need amplification. Get your whole team involved. Sales. Operations. Corporate. Have them share the post on their own LinkedIn pages. Oh, and one more thing – have them add their own personal comments. Then it becomes a personal endorsement. And that’s what drives clicks!
Third: Content publication. It’s so easy and yet, few are doing it.
One blog post seen five times in five different places! Find other websites, associations, newsletters, or other partner companies, all who reach your ideal audience. Offer the blog content to them. Ask them to publish it – with credit and a link, of course! You can even trade content with them as an incentive to get yours published.
Fourth: Email. But not just another email.
It’s time to stop thinking about email as a way to blast out announcements. Instead, reframe it as a publication. Take your blog content, bundle it with a few other tips or insights, and name it. Brand it. Make it something more like a resource than a solicitation.
Then, send it consistently to your captive audience. Include real value, not just ‘fluff.’ Link back to your website blog post. Let them know that you’re not just trying to sell them something. Instead, help them think better, lead more effectively, and hire smarter.
So, to summarize so far, Step 1 was about creating the right content and Step 2 is focused on making sure the right people actually see it.
Don’t let your blog be the best kept secret on your website.
Promote it.
Multiply it.
Repurpose it.
The more your audience sees you and considers you a trusted voice, the more they will come back for more. And eventually reach out.
Next week? Step 3: Get someone to do something!