A Lesson in Content Repurposing, Infographic Style
Editor’s Note: This post was originally published back in 2012, but has been updated to include newer tactics for blog post promotion. The infographic itself, also created back in 2012, still holds up, so it’s still unchanged from the original. Enjoy!
One of our mantras at Divvy is to help people work smarter, not harder (hence the content marketing software). And in the world of content marketing, content repurposing is a great way to take a piece of evergreen content that you slaved over in the past, dust it off, repackage it in the popular content format of the day, publish it, and then watch as your audiences embrace it as if it were a new piece. Such is the case with a helpful little blog post that I wrote back in March of 2011.
My First Guest Blog Post Ever
In early 2011, I was asked to guest blog for the Content Marketing Institute, which came about due to a consistent blog commenting strategy that I have executed for years. With their heavy focus on “how-to” content, I whipped up a post on the “12 Things You Need to Do After Writing a New Blog Post”. The checklist-style post was well received with thousands of retweets, likes, and shares.
Now fast forward to March 2012. The infographic craze was in full swing, so I was perusing my content archives looking for something that I could turn into a good visual. I quickly recalled many CMI comments talking about how they had printed out the text-based checklist and had it pinned to their cube wall. BINGO! The rest is history…in the making.
Introducing “Your Blog Post Promotion Checklist”
Let’s walk through several of the main steps of blog post promotion, from optimizing keywords to collaborating with other bloggers.
Keyword-Optimize Your Post
HubSpot recently reported that strategic keywords are the most important element for 71% of marketers. However, you don’t want to go overboard with keyword optimization. If you try to stuff too many keywords into your blog post, Google is likely to notice and you’ll get the opposite effect from what you want.
Instead, have your primary keyword in mind as you’re writing your post, but incorporate it in a genuine, organic way. The key is to write with the reader in mind, and their likely intent when searching for the keyword. This will increase your chances of appearing in their search results because the content is a better match for the reader’s intent.
At a minimum, be sure to use your primary keyword in the title, body, and URL of your blog post so the search engines get a better idea of the content’s primary focus.
Syndicate Your Content
A blog promotion checklist should always include syndication. When you syndicate your posts, you’re basically sending or reposting the same content to multiple websites at the same time. This will not only get your blog posts seen by more people but also result in more links back to your site, which is a great way to increase your traffic.
To get started, find websites that allow you to syndicate your content. Syndication platforms and sites have changed quite a bit over the years, so you might want to do a little research to see which ones might fit best for your process and audience. Here’s an updated list of the 10 Best Content Syndication Plaforms in 2023. As you’ll notice on that list, some platforms will require you to repost your content manually, while others can be automated by connecting your RSS feed.
Tailor Your Updates (Social Promos)
Many of us are guilty of this. It’s certainly easier to write one social post and publish it to all social channels. But we ALL KNOW that each social network is different. And the audiences you’ve garnered on each network are different. So why are we treating them all the same?
We absolutely need to be tailoring our social promotions for each network. For example, if you’re posting on Facebook, try to write something that pertains to your audience personally. If you’re posting on Instagram, your post should contain an image with a short description. On Twitter, you can post a link with a short description.
The good news… This step is getting easier (and much faster) with the help of AI. AI writing tools like Jasper, Writer, and Chat GPT can take much of the legwork off your plate. For example, a thorough prompt in Chat GPT gave us this in about 60 seconds.
Post Teasers on Other Sites
Posting on social networks is likely a regular part of your promotional effort, but there are likely other niche community sites that you should consider. Posting teasers on sites like Reddit, Quora, and Medium is a great way to get more attention and new followers. You can do this by writing a teaser (or using an AI tool to write it) and then encouraging people to visit your blog to read the rest of the post.
Comment on Other Blogs
Over the years, blog commenting has declined for many websites as engagement has shifted to social networks, but that doesn’t mean that commenting doesn’t still have it’s benefits. Commenting on relevant blogs is a great way to get your brand out there, especially if your comment adds some value to the conversation. You can help others while establishing yourself as an authority in your niche. Make sure to write up a brief, yet helpful, comment. Use a real name and an email address that you check regularly.
Leverage Email Marketing
Email marketing is still one of the best ways to engage with prospects and current customers. According to the Content Marketing Institute, 69% of content marketers incorporate email newsletters as part of their marketing mix. Also, the number of global email users should continue to increase over the next few years.
Image Source: Oberlo
There are tons of ways email tools and platforms can be used to aid in blog post promotion. Most email marketing platforms offer RSS-to-Email templates that will automatically send your latest blog posts to a list of subscribers. Email signature tools like Wisestamp can incorporate your latest blog post dynamically into your email signature.
And then there’s always the more thoughtful – but manual – approach of sharing your post with specific prospects or customers.
Share Your Post With Target Customers
Your blog promotion checklist should always factor in your target audience. Certain segments of your audience may be interested in specific topics, products, services, etc., so you may want to send a quick note to a segmented email list to promote a specific blog post.
For example: If you run an e-commerce store, that listicle post you just created might be perfect for customers with common shopping problems. If you run a SaaS business, the tutorial post you just created for feature XYZ might be perfect for customers that are heavy users of that feature.
Execute Your Checklist, Measure Your Success
We all know the definition of insanity… Doing the same thing and expecting a different outcome. Well, when you create and start executing your own blog post promotional checklist, make sure to factor in measurement mechanisms. Your promotional to-dos may include 10 different tactics, but if only 5 of them are generating results, for the love of all that is holy, please adjust your checklist!
Measurement may be as simple as creating distinct UTM tracking links for each tactic/channel. Then you can hop on over to Google Analytics to see what’s working.
Go Beyond Your Blog Promotion Checklist
At the end of the day, your checklist should help you, not restrict you. Sometimes you might need the freedom to skip a few steps, or perhaps you’ll benefit from experimenting with new ideas. Just remember that the end goal is to get more eyes on your blog and keep your audience engaged.
You can make the most out of your blog promotion checklist by integrating it with a good content marketing platform. DivvyHQ can enable your team to build out a workflow for both blog post creation and promotion, allowing you to schedule publishing dates, and plan your promotions. Want to get a closer look? Request a demo today!
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I absolutely loved this infographic and post, thank you! In fact, loved it so much I wrote a blog post about it over on our own corporate blog. Thank you! http://percussion.com/marketing-blog/20120503-what-to-do-after-youve-written-a-blog-post
Awesome! Thanks Jarrod…
Thanks for that marvelous blog posting! I really enjoyed reading it, you are a great writer. I actually added your blog to my favorites and come back soon. Keep up the exciting work, I hope you will have a nice daytime!
Very interesting and helpful check list, thanks a lot!
Lizzy
great ideas!
This is a great graphic, really very helpful and I would love to print it as you suggest but the options for scaling only include
None
Fit to printable area
Shrink to printable area
multiple pages per sheet
Booklet printing
I have also tried to tile the document but to no avail
I have spent a lot of time because I see how valuable it could be but I am at a roadblock.
If you can see what I am doing wrong or suggest other printing time I would greatly appreciate it
all the best
Tom
I love posts like this. Not only is it a checklist of things to do to get more reads on your blog, but it’s real advice that you are actually using! Nothing is more interesting to me than learning tips and tools from other bloggers.
Thanks so much! Glad you found it interesting…
This is a polished article from head-to-toe. I was not aware of the g-mail stamp signature — I am off to check that out! Thanks for that useful tip and best of luck to you!
Well thanks! I’m a big fan of Wisestamp…
Hey Brody – love love love your infographic and it is great that you came back to the article and did this. Awesome. It’s funny because my 2nd guest post ever (for Amy Porterfield) also had an infographic and it went crazy on pinterest and twitter. http://www.amyporterfield.com/2012/06/the-10-commandments-of-using-pinterest-for-business/ Adding an infographic to a guest post is certainly a way of keeping to the guest post “rule” of providing your best content (ie the content you really are tempted to post on your own blog instead!). Thanks! I have repinned and will be printing it out. Great tips!
Thanks for your kind words Donna!
Nice use of an infographic as some are getting a little predicable but I love this one.
Thanks so much Frank!
Thank you for the tips…I’m new to blogging so I really appreciate the advice.
I love posts like this. Not only is it a checklist of things to do to get more reads on your blog, but it’s real advice that you are actually using! Nothing is more interesting to me than learning tips and tools from other bloggers.
Love it ..What a Great checklist and lesson on re purposing. I am definetly going to turn my subscribers on to this.
Awesome graphic and very helpful for use when blogging! Thanks!
Awesome graphic and very helpful for use when blogging! Thanks!
Great post and awesome graphic.
This is the greatest infographic ever!
Thanks so much for the comment Vicki! We’ve received quite a bit of traction from this…Feel free to share it with anyone who might also find it helpful!
I’m working on a new blog called The WOMB Blog, Women on the Move in Business, I think this will be a great piece to share. It’s also helping me with my other business blogging endeavours. Thanks for sharing such great content.
Thanks for your comment Ayana! Best of luck with your new endeavor…
Thanks for creating this infographic. It was a good read and a fun project to get it printed, photographed and posted.
Wow- this is fabulous!
Loved your 12 points. Here are some other points to consider in this article I wrote: 21 Ways To Promote Your Blog Post That You Probably Wish You Knew (Step-by-Step Guide)
This is great, thank you! As soon as I get my work space set up, I’ll print it off and post a picture of this awesome infographic in use on your Facebook wall.
Love the article and want to promote it on my blog, but getting a broken graphic message when I embed the code. Any ideas?
Hmmm…I’m trying to recreate the issue, but the code is working for me. Can you see this image when you click this link: http://divvyhq.com/wp-content/uploads/2013/09/12-Things-Infographic-1000px.png
If you see the image, it shouldn’t be broken. If it’s still showing up broken, then something on your end isn’t connecting with our server. Let me know!
I do see the image. Thanks, I’ll see what I need to troubleshoot on my end. Good piece, though, Brody!
Great article, got several useful tips…esp the bloglink under the email signature…2 questions…Is it not of value to post your blog with your URL obviously readable as opposed to an obscure unrecognizable bitURL and 2. Where can I find the easiest way to construct my own simple infographic checklist? thank you so much in advance…
Thanks for the questions Craig! Here are some answers:
A1: There is probably some added value (depending on your brand value) when your URL is visible in the link, but the URL is likely much longer, so you won’t have much room for anything else in a 140 character tweet. Not as big of a deal in FB or LI. Additionally, your click-through data will be harder to track. Bit.ly will aggregate the click data into a nice, clean report with a click timeline, list of referrers and geographic locations.
A2: This probably depends on A) how tech savvy and artistically inclined you are, and B) how much budget you have for your project. I know there are both free and paid DIY infographic creation tools out there (like http://piktochart.com/), but you also might want to find a freelance designer (locally or elance.com) who can help you create something more professional. As mentioned in this post, we gave this project to one of our interns (a design student) and she knocked it out of the park.
Hope that helps…Thanks again Craig!
Great infographic. Since you have included the embed code I presume that mean we can share your infographic(crediting you, of course)?
Absolutely Evelyn! Share away…
Fun and informative – thank you!! Great graphic with ‘right on’ checklist of things to do 🙂
Thanks Donna! Glad you found it useful!
Great tips, thank you!
I love what Michael scott did, he actually print it out!
Hi – love the graphic, but can’t print it …. don’t seem to have the options? can you look at this and design on an A3 sheet please or tell me EXACTLY which buttons to click on the screenshot below please? thanks Ella
Hey Ella…Not sure I’m going to be much help. Since publishing that, I’ve switched to a Mac, so I don’t even have a way to experiment with a similar print dialog. Based on your screenshot, here are the most obvious things I would try:
1. Under Page Sizing & Handling, I’d click the “Poster” button and see what that does.
2. Under Size Options, I’d check “Actual Size” or “Fit” and see what that does.
Good luck!
BIEN, CREO QUE ES DE GRAN AYUDA PARA EMPEZAR. GRACIAS
Couldn’t get it to print correctly. It didn’t print out the pages as you explain how to here and it didn’t automatically save as a PDF it was a PNG and I had to convert it. Unfortunately I can’t print up this great infographic.
Love it. This really gave me a good idea of what my job is for each blog post.
Thank you!
You’re most welcome, Victoria!
Hey @brodydorland:disqus! Comments on another wonderful post of yours at http://contentmarketinginstitute.com/2012/05/7-things-to-do-after-writing-a-blog-post/ (where we’d exchanged some friendly comments back and forth years ago) is closed to new comments and I had to track you over here and ask this. Any chance you might consider a whole new infographic combining the 12 things and the 7 things together so we who STILL use your simple beautiful steps can have them as one list? It’s still the most comprehensive and thoughtful list out there and look at me, years later, coming back for more. You’re that good, Brody and I just eat up and appreciate your content and the value you bring to the web for we bloggers and content providers!
Hey @brodydorland:disqus ! Comments on another wonderful post of yours at http://contentmarketinginstitute.com/2012/05/7-things-to-do-after-writing-a-blog-post/ (where we’d exchanged some friendly comments back and forth years ago) is closed to new comments and I had to track you over here and ask this. Any chance you might consider a whole new infographic combining the 12 things and the 7 things together so we who STILL use your simple beautiful steps can have them as one list? It’s still the most comprehensive and thoughtful list out there and look at me, years later, coming back for more. You’re that good, Brody and I just eat up and appreciate your content and the value you bring to the web for we bloggers and content providers! Thanks in advance.
Wow…This certainly makes me feel good, Patricia. Thank you for your kind words. And you’re right, a refresh on that infographic is needed. We’ll get this in the works!
Great tips thanks for share it with us.
This is the best post promotion checklist I have found. Thank you very much.
Cristy
http://www.happyfamilyblog.com
Love it!!! I have just started blogging and this is so valuable, thank you!
This is so good. Really really helpful. I found it on Pinterest and made sure to pin it to one of my boards. I will also try to print it out later because I want to refer back to it again and again.
Thanks so much, Vickie!