Blog distribution is rarely thought of, and I’m here to tell you that has to change! Your blog posts, the most valuable pieces of owned media you have in your archives, should never just be published on your website and forgotten. These stories need to be distributed on a wide variety of channels and in a wider variety of repurposed creativity.
Let’s explore further, shall we?
Blog Distribution Channels — A Long List
1. So easy and obvious, your own website is the very first place a blog post is published and greets the world. Ensure your website is owned by you; it’s your created domain name, and it’s on a hosting platform you’ve selected.
1a. A blog post comment section is key for links to others’ content to get added. Sometimes a blogger asks for shares, and these can get added manually. If you sign up for Livefyre, a blog comment platform, your latest blog post is automatically added to your bio descriptor.
2. LinkedIn posts are another obvious pseudo blogging channel. In fact, I had elected to craft this post and publish it on LinkedIn FIRST. Then, as I kept writing and writing, I realized how dumb that would be. I need the content and link juice for my own blog! Remember, that when you publish original content elsewhere first, you miss out on the strength of that content for links and traffic. Do build up your own archives first. Because I’ve been blogging since 2010, I have archives of more than 650 blog posts to my credit. A blogger’s life is never over; there is always a fresh audience seeking content with a twist. Stand out!
3. Twitter is my favorite channel, although it’s struggling to meet for-profit expectations. While Twitter has made some odd decisions of late, like removing our Twitter counter from social sharing toolbars, it remains the most visible channel for a blog post, especially if you have a solid personal brand on that channel.
4. Facebook is still being used by marketers to share owned content; however, it’s more a struggle to get attention. If you like the content you’ve written and it has mass consumer appeal, then toss your post onto your personal page.
4. Facebook brand/company/fan pages (what are these called, anyway) are very important for your local business and brand. Your blog post from your business’s website needs to be posted on Facebook. Make sure you give it a bit of an introduction, though.
5. Tumblr is another platform for writing, and many folks love this channel for the audience and community they have built. Put up an original post on this channel and repurpose the content for your blog on your website. The operative word is repurpose — don’t publish the same content on each channel. Google frowns on this.
6. Pinterest is a creative way to showcase the featured image from your blog post with a link back to the original site. Visual images are important to everything you publish online. When you add the images to Pinterest to a special board, perhaps it’s called ‘Follow These Bloggers,’ then you essentially create a niche board for your industry.
7. Feed.ly is an RSS reader. When you blog, you need an RSS feed. This is a special url associated to your blog. You add this url to mass distribution channels, like RSS feeds, so that every post you write is automatically shared and captured. To get an RSS feed url for your content, you need to sign up for Feedwire or Feedburner (limited features) or other content sharing and publishing tools.
8. List.ly is a wonderful list-building platform. You can create your own list, say, ‘My Favorite Bloggers’ or ‘My Favorite Blog Posts’ and you can continuously add your content to each list you create. Other people can also add content to your list, and they can also follow the list you create. There’s also a feature that permits you to add your List.ly to a blog post, too.
9. Triberr is a community of bloggers, and it’s been around for a very long time. When you add your RSS feed, see #7, to Triberr, your content automatically appears in the tribes’ content you join. You can join as many tribes as you wish, and to get the attention and like shares you want, you need to share other tribe mates’ content, too. You can share on the top social media channels. Tribber was recently sold, and I went last night to see what’s new (nothing), and fewer of my favorite network are sharing there now.
10. SlideShare, now owned by LinkedIn, allows you to create your blog post into a deck. Take your main theme and develop a larger story with visuals into a presentation deck.
10a. Your SlideShare deck gets added to your LinkedIn profile, too.
10b. Your SlideShare deck also gets added to your website, either on a blog or a page devoted to your presentations.
10c. If you’re a maverick, you can add your blog post url to comment sections of a SlideShare post. I’ve seen it done!
11. Your content should be themed; perhaps it’s a series of topics that align nicely together? Label it ‘The Workplace Series’ in the title, and then do a webinar to teach and train folks about your expertise. Write the blog content first, and then add your SlideShare deck to a webinar presentation. Bet you have a ton of that type of material!
12. Podcast! I am a podcaster with John Gregory Olson, who is one of my favorite writers on the planet. We’ve been publishing The Heart of Marketing since February 2015, and we’ve surpassed 21,000 downloads for our weekly show. (We think that’s a decent milestone!). Our subject matter is about marketing, of course, and the blog posts we write are often fodder for podcast topics. When the podcast is published, that blog post link is added to the show notes or as links within the write up.
12a. A podcast is hosted on a special platform. We use Libsyn. I write up the episode introduction, like a blog post, and add any content I want as linkable material. My blog posts get added here.
12b. We have a website called GetHeartMarketing.com, and the blog posts that inspire our podcast are added to this website, too.
12c. Our podcast has an RSS feed from Libsyn. This feed/url is added to iTunes, Stitcher Radio, Google Play, Clammer, and other audio distribution channels so that our podcast is published there. Our blog posts are included on each channel!
13. Instagram has the opportunity to put a url in your profile. If you’re paying attention every day, you can redo your personal profile and add a url to a blog post you’ve just published. I’m kinda glad Instagram decided early on not to allow hyperlinks in each caption for the images being published because that would’ve become a hyperlink jungle.
14. LinkedIn Groups are another way to express yourself with a just-published blog post that has relevance to the group’s industry bent. Any more, people post self-serving content all the time in groups; the challenge and the creativity is to be more modest when sharing your own content. (If you care, of course.)
15. Weekly emails to a list and community are perfect opportunities for you to showcase a themed series. Maybe you don’t send each blog post you put out in a weekly email, but you do package several with an offer to your community. That makes more sense, right?
16. Blog subscribers are those who sign up to receive your blog post whenever you publish. There are many bloggers with a hearty subscription list, and these people are different than those who sign up to be part of your community. It’s a very fine line; sometimes these people are the same. It’s up to you to manage whichever list you’ve built with care and respect.
17. Guest posting is an absolutely perfect way to get your recent work featured. Get invited to write blog content for others’ blogs, and insert a link to your favorite and popular blog post that resonates with what you’re writing. There are still benefits to guest posting; have at it, and you’ll see what I mean!
18. Blab.im I have seen a lot of advanced bloggers use this medium as a way to share their content. It combines the topic with imagery, video, and a type of podcasting medium. It’s the merging of media moshing to create a sensory experience.
19. SMS campaigns are for companies with larger budgets and a great loyal customer list with mobile phone numbers. If you’re going to use a blog post or landing page url in a text marketing campaign, you’ll need to be highly creative. Ensure you’re not offending your customer base, either.
20. Lead generation content is special, like thought leadership quality, that is supposed to help bring people into the sales and marketing funnel. Your blog post can be the impetus for a white paper, email series, tips series, and more. Often, ideas for these more in-depth pieces of content emanate from a really good blog post.
21. Google+ is still viable! It’s last because Google decided to relegate fewer dollars to this channel, which was originally intended to beat up on Facebook. But, you still have an opportunity to put up a blog post on Google+ which cannot hurt your organic SEO juice!
22. LinkedIn Company Page may or may not be a viable option for your blog post. It entirely depends on how active your company page is on this channel. There are many employees who follow their company page, and that means a corporate blog post may get wider attention on LinkedIn where employees gather. You’ll need to consider this; it doesn’t hurt at all, but ensure you craft a different introduction for the LinkedIn Company page than on other social media channels.
23. Quora is a question and answer platform consisting of experts answering questions posed by community members. This is an excellent way of earning some blog post power by adding a link to the answer you deliver.
23a. Yahoo! has a platform for Q&A, as well. You can find it by doing a search on Forums.
23b. Community Forums gather like-minded people together, and if you’re an expert with a solid blog post that provides the answers, you can add your content to this group. If you’re in a specialty niche, you will find the forums that consist of people asking questions and seeking expertise for free.
24. Industry platforms like Houzz are perfect for those who work in and around a vertical marketing like interior design, landscape architecture, home building, etc. I have a client, Debra J Interiors in Palm Beach County in South Florida, for whom I’m doing content marketing. Part of that effort is to get additional brand attention on Houzz.
25. Klout is a channel that has become nearly invisible. It is/was an attempt at influencer scoring, and each of us who blogged and shared got a score, The more you shared, the higher your score, With points, you got stuff. Other bloggers attempted to game the system and prove it was just a gamification mechanism. There were a lot of blog posts written about Klout as a topic, and these were shared on profiles, too.
26. YouTube, although a video channel, does allow for blog posts to be added to the video descriptions. These don’t show up as hyperlinks, though, so people would need to cut, paste, and open in the browser.
27. Scoop.it is NOT an intuitive channel, but it is one of the very best ways to get specialty content uploaded and shared across a wide variety of audiences. I am so impressed with this channel as a curation tool; however, I’ve not determined how you ensure your content is visible in the massive stream. I’m going to ask John G. Olson about that because he got an award for content curation expertise.
Should You Snapchat?
You’ll note I have omitted the latest channel trend– Snapchat. While this medium is growing in popularity and gaining ground amongst big brands and little ones alike, I’m still on the fence. You see, I was on social media long before most companies, and I predate Google+, Triberr, Quora, Pinterest, Klout, and many other channels that came and went. It’s time to take a backseat to the newest one (although my teen wants to open an account, sigh). You’ll see in the link I provide that Mark W. Schaefer, my long-time friend, thinks Snapchat is a bit broken. He’s doing the hard work for us all and holding the channel accountable; thanks, Mark!
What have I missed? This is by no means exhaustive, but it’s inclusive to help you with blog distribution ideas. I am surprised that these ideas are many I use now, have used prior, or will consider using for either me or my clients. Thanks for reading!