Content is king—especially for SaaS companies. It draws traffic from search engines, helps your readers solve problems, builds their trust in your brand, and nudges them towards buying from you.
You need that content to get in front of your readers before it can do anything. The problem is, it’s hard to find time or energy to promote your new content when faced with so many other tasks in your business.
No worries! We have some great low-effort options for you so you can get more eyes on your articles.
Here’s how to promote an article with little time, money, or effort.
Before you publish an article, make sure you’ve done everything you can for the post’s on-page SEO.
Include your primary keyword in your (catchy) headline and a few times throughout the content. Try to put secondary keywords in the subheads as well. Don’t fall into the trap of keyword stuffing, though. Instead, prioritize content that’s helpful and useful to the reader: You’ll naturally work in several related keywords that way.
Also, make sure you have a compelling meta description (the text that appears under the link on Google’s search results page) that makes your audience want to click through to your article in the search results.
Turn social sharing buttons on in every blog post and include a call to action (CTA) at the end of each new article urging your reader to share your content on their social channels.
Place the social buttons at the top-left of the article and make sure they’re easily visible. Keep them near the content for easy sharing, but don’t put them too close to your article’s navigation or table of contents.
Make sure you don’t overdo it, however. Excessive use of sharing buttons slows down your site, frustrating your readers and hurting your search engine rankings. Pick your top two to three channels (usually Facebook, Twitter, and LinkedIn) and focus on those.
Ask your team to share new articles with as many people as possible. Have them post your recent article to their social media accounts and like/retweet/repost the article if you publish it from your business’s accounts.
On top of that, ask your team members to tell friends, family, and other colleagues about the new article—this is a great, easy way to build awareness of that article, as well as giving your brand a signal boost.
If your business isn’t collecting email subscribers, set up an opt-in form right away. Growing your email list will eventually provide you with a large group of prospects and customers interested in what you have to say. Then you can send an email broadcast each time you write a new article.
Write a few sentences in the email that build curiosity and tease the benefits of reading the article, then add a strong CTA to click at the end. In each email, encourage your subscribers to share the article via social media and forward the article to a friend.
Consider creating an automated email sequence—known as an autoresponder or drip campaign—if you haven’t already. This can deploy to your subscribers when they sign up for your list. Each email can link to valuable pieces of content in your blog that help build the case for your value proposition. Once you write the sequence and load it into your email software, you never have to think about it again.
Include a link to blog posts in your email signature. You could place a link to each new article in your signature or leave a top-performing piece of content there.
Posting your articles to your various social media accounts and monitoring analytics on each one takes a lot of time. Fortunately, there’s social media management software that lets you post to all of your accounts and track their performance across multiple channels—all from one platform.
Many of these programs also let you schedule posts in advance. That way, you can use a slow moment in your business to prepare your social media posts ahead of time. Plan to post them several times.
LinkedIn is an important source of leads for many SaaS companies, and you would do well to build your reputation on the platform. But coming up with thought leadership advice is time consuming. Repurposing your new blog post on LinkedIn helps you promote an article while also growing visibility in front of an audience that otherwise might not find your blog on their own.
Also consider repurposing the article to Medium and other platforms that are important for your industry.
Linking from older, more trafficked blog posts can bring readers to your new material and improve SEO for your blog. When you publish a new article, find a few relevant existing articles and see if you can work in some links to the new piece. Use a Google search to find related articles on your site.
Internal linking shows Google that your site has a clear, logical structure. Consequently, you may enjoy an SEO boost for your entire body of content on a subject when you link between related articles.
Once you’ve got quality content, use our low-effort tips on how to promote an article to get the most out of every post—so you can focus your time where it’s needed most.