When you have a blog, social media is one of the easiest ways to drive traffic to it and make more people read your content.
But how are you going to actually do social media marketing for yourself as a blogger?
It is of the utmost importance to know it and that is why I am going to cover the key to doing social media marketing for bloggers with you today.
So, are you ready to begin? If so, let’s dive in…
Start Repurposing Content
There are actually two main things that I want to share with you today and this is one of them. If you are going to repurpose your content, everything is going to be incredible.
Not that only the articles in your blog are usually so long, that one of them can be easily turned into content for a week or more of posting…
…but when you actually mention that it is a valuable point from your blog, people will start to get really curious about all of the value that you share in it.
And when that happens, they will start to visit it, you will boost your traffic, and you are going to get amazing results.
The only problem is that repurposing content is not coming to an article, copying a chunk of text, and then posting it with an image of a meal that you took 3 days ago.
When you’re going to do that, the only thing that’ll happen is your reach going to the ground.
Actually, you have to do something like this…
Understand The Platform’s Culture And Adapt To It
This is going to be the first step that you will have to make if you want to repurpose content and do social media marketing for bloggers effectively as a whole.
Every platform is different. On every platform, there are different features, different people, different values, different content types, and on and on.
You MUST know what type of content performs the best in your industry and for you personally. And yes, it will take some work, but you must do it if you want to get any kind of results.
The first thing that you’re going to study is the behavior of people on the platform.
- What type of content are they engaging with?
- What do they act based on?
- Who do they follow?
- What makes them laugh?
- What is trending right now because people love it?
- What did they stop engaging with?
Next you’re going to look at the unique features of the platform and what kind of content works the best and what it consists of.
For example, on TikTok, you can only share videos. You can’t share images, you can’t share stories, and you can’t share text or articles.
On LinkedIn, it’s different. On LinkedIn, you can even reshare the entire article from your blog if you want to and also turn the blog content into video content, text posts, text + image posts, etc.
By the way, if you are going to share a LinkedIn article and you want more traffic for your blog, I highly recommend that you just share the first part of the blog post and then add a “continue reading…” link to the original blog post on your website.
It is super effective.
However, this is not the only thing that you need to know. If you’re totally new to the platform, you also need to study what kind of content performs there the best and model it when repurposing your articles.
On Twitter, you might see that certain quotes shared as Tweets get a lot of traction. So, the thing that you want to do is to just go and cut the best parts of your article as quotes and then repurpose them into Tweets and schedule it.
When you do, chances are that the Tweets are going to get a lot of traction and that they are going to work.
If you go on Instagram and you see that photos of yourself work really well, then what you want to do is to simply take a photo of yourself, share it, and then repurpose a piece of the article into a valuable caption following the best practices that you are going to model from the account that is already winning in your industry (or following the tactics I share in my blog.)
And on and on.
That is the key to successful repurposing. You must understand the culture and adapt the repurposed content to it.
However, you must also understand that people don’t do stuff unless you are going to tell them to do it and that is why you need to…
Tell ‘Em To Read The Blog
This might be kind of awkward for you as a blogger trying to do social media marketing…
However, if you want to make people move and actually take action on reading your blog and also subscribing to your newsletter, the only way that is going to happen is by simply TELLING them to do that in your content.
If you don’t tell them that the piece of content is repurposed from your blog and to go and READ the blog, they are not likely to do anything at all.
If the repurposed content from the blog is great, they are just going to consume it, engage with it, and move on.
And that’s not what you want. However, when for example, they get to the end of the caption, get a ton of value, and find out that the content was actually from your blog…
…then they are most likely going to visit it and read it. And not that only you will tell ’em that, you’ll also tell them to go and read the blog.
For example, “If you want to discover more about this topic, click the link in my bio (or below) and read a new article that will show you more in-depth secrets right away. You’ll love it.”
That’s it. Of course, if you can add something like a sense of urgency, then you should do it as well.
And that is how you are going to drive traffic through normal blog post repurposing. However, there is also a direct promotion…
Direct Blog Promotion
Ok, this is the second way you are going to promote your blog on social media. However, this is the way you are going to utilize a bit less than the content “repurposing promo” way.
This is going to be a direct promotion of your blog content, and even though you are going to share some valuable stuff with people, as you are trying to get them out of the platform, they will consider it a promotion.
People on Twitter want to consume content on Twitter. People on Instagram want to be on Instagram. People on Snapchat want to be on Snapchat.
There is nothing else to it.
But they are willing to go out of the platform if you give them a great reason and persuade them to do so. That is why hooking them in with normal repurposed content for the platform and then telling them to read the full blog post is such an amazing idea.
However, direct promotion works as well and you should do it too. And the first thing you must do is…
Identify Best Places To Promote
If the platform that you are on allows you to share clickable links in classic content, then classic content is likely going to be the best place.
However, there are also platforms where that is just not possible like TikTok or Instagram.
So, promoting a blog post directly is not going to be as effective as just repurposing the blog content as it is going to get way more reach, and in the end tell them to get the entire content injection in your blog.
However, there are also places on platforms like these where you usually can share links or effectively promote your blog.
On Instagram, it can be stories or highlights.
When you share a story, you can make it promotional just for the blog, it si not going to affect your engagement, or reach, and what’s best, you are going to get a lot of traffic as you can directly make ’em visit the blog through a link sticker.
Highlights are just highlighted stories where you can do that as well. But you can’t highlight something that wasn’t in the stories first.
This goes with all social media platforms. It is incredibly essential for you to understand this as a blogger trying to do social media marketing.
Next you must follow this CORE principle of promotion…
Promote Only 20% Of The Time
Simply put, if you share 10 posts a week, only 2 of them can be promotional. If you share 50 tweets per day, only 10 of them can be promotional.
This is extremely important if you try to do social media marketing as a blogger because if you are going to overpromote (even though you promote real value for free) you are going to lose followers and your engagement is going to go down.
The only way to avoid that is to follow this rule. 80% of your content is a DIRECT value (in this case it can be repurposed content from the blog shared as normal content on the platform) and then 20% of the content can be DIRECT promotion.
Follow this, and you are going to thrive. Neglect this and you are going to struggle.
Also, when you are doing direct promotion, make sure you arouse curiosity in people to make them read the blog post.
If you won’t do that, chances are that you results of the promo are going to be miserable.
Filip Konecny 