You’ve taken great care to fully research your blog post and have crafted it into a polished written form. You’ve included the perfect keywords and phrases, linked to any fitting content on your website, and added suitable meta tags and descriptions. It’s all ready to go. You hit publish. Ta da! Job done.
Or is it? Is publishing your blog post actually the final step? I’d argue that it’s just a mid-way point in the process. There’s so much more you can do with a published blog post to pull traffic to your website and get eyes on your brand.
So here are the five steps you can take to make that blog post work hard for your business after you’ve hit publish.
Step 1: Share it
Hitting publish is only half the job. Now it’s time to share your blog post with purpose.
Sharing with purpose means being intentional about where you share, how you share, and why you’re sharing. It’s about guiding the right people to your content in a way that feels relevant, interesting, and aligned with your brand.
Here’s how to do that:
- Know your audience: Share your post where your ideal readers spend time, whether that’s Instagram, LinkedIn, or Facebook.
- Add context: Instead of just dropping a link, introduce the post with a persuasive hook, a question, or a relatable insight. Don’t make it spammy or clickbaity though. That may stop people from reading your future blog posts.
- Match your tone to the platform: Make it chatty and visual for Instagram, polished and professional for LinkedIn, or conversational for Facebook.
- Don’t forget your email list: A well-crafted teaser or story-driven introduction can draw readers in far better than just pasting the link. Think of it as inviting your subscribers into a conversation.
Sharing your blog posts with purpose is all about starting a conversation in the right place, with the right people.
Step 2: Repurpose it
Your blog post doesn’t have to live in just one format. Repurposing means reimagining your content so it can reach new audiences, suit different platforms, and keep working long after it’s published. For instance, you could turn key points into a carousel or infographic, pull quotes from your blog post to use on social media, or use the blog post as a script for a podcast or live session.
Repurposing your blog posts helps you show up consistently without starting from scratch every time.
For more ideas, read 6 Ways to Repurpose Your Blog Posts.
Step 3: Link it
Your blog post shouldn’t exist in isolation. Linking it to other content helps readers get to know your brand, boosts your SEO, and builds authority.
- Connect the dots: Link to older blog posts that expand on your topic or offer related insights. This encourages readers to stay on your website longer.
- Guide the journey: Internal links help search engines understand your site structure and improve your visibility. They also make it easier for readers to find what they need.
- Reach out: If your post adds value to someone else’s audience, consider sharing it with collaborators or communities. Backlinks from trusted sources can improve your reach.
You’ve already seen this in action. I linked to my earlier post on 6 Ways to Repurpose Your Blog Posts in the section above.
Step 4: Track it
Once your blog post is out in the world, it’s time to see how it’s performing. Tracking your blog post’s performance can help you understand what’s working, what’s attracting an audience, and where you can improve.
- Check your analytics: Look at page views, time on page, bounce rate, and traffic sources. Are people finding your post? Are they sticking around? Where is most of your web traffic coming from?
- Watch for a response: Comments, shares, saves, and replies can tell you just as much as analytics. They show how people are responding to your blog and social media posts.
- Identify patterns: Which topics get the most traction? Which formats perform best? Use this insight to shape your future content.
- Tweak and refresh: If a post is underperforming, try updating the headline, improving the intro, or adding visuals. Small changes can make a big difference.
Tracking how well your blog posts perform helps you move from guesswork to strategy.
Step 5: Reuse it
Social media posts can disappear in minutes, but your blog posts keep on performing for as long as they’re available and relevant. Reusing them means finding new ways to share, reference, and build on those blog posts. Here’s how:
- Reshare it: Schedule it into your content calendar for future promotion. A blog post shared once is easily missed. Give it more than one chance to shine.
- Reference it: Link back to it in future blog posts, newsletters, or social media conversations. It can become a cornerstone for your brand messaging.
- Build on it: Use your blog post as a springboard for new content. That might be a follow-up post, a deeper dive, or a related product or service.
Reusing your blog post keeps it alive. It’s how you turn one piece of content into a long-term asset that continues to serve your audience and your business over time.
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Your blog post deserves more than a single moment in the spotlight. With a little thought and planning, it can become a powerful tool for your business that keeps working long after you hit publish.
If you’d like help crafting blog posts that are built to last and designed to connect, get in touch. Drop me an email here.
