ep22 - How to Promote Your Blog Post on Social MediaAug 25, 2021
Cure the “one and done” attitude when it comes to sharing your blog posts on social media!
I sit down with content marketer (and my own team member!) Leah Jarvis to talk about the strategy behind sharing your blogs on social media and why it’s not as annoying as you think it might be to post about it more than once.
She also shares six ways to share one piece of content on any platform you’d like:
- Announcement -- A warm invitation to engage with your content
- Quote -- A punchy or attention-grabbing quote that is easily shared by others
- Interesting Fact/Stat -- Add visual interest with an illustration of a stat or fact
- Engaging Question -- Ask your audience their opinion on the topic before pointing them to your post
- Related Roundup -- Include the post in a round-up of other pieces of content that holds hands with it well
- Throwback Post -- Share it again at the end of the month, the quarter, or the year as a throwback
Watch the IGTV
View this post on Instagram
About My Guest
Leah Jarvis is a writer and digital marketer with over a decade of experience in creating and marketing content online. Starting her career in higher education, Leah won several writing awards for her coverage of campus events and alumni accomplishments at Campbell University and co-founded the podcast Rhymes with Orange. She now runs her own content marketing business Olive & Wit, where she helps podcasters, authors and non-profit organizations make meaningful connections with their target audiences.
Connect with Leah:
Experience this episode in your favorite format
Let’s connect on social
Or, get a new social media trend emailed to you each week!
Megan: Hello.Hello. Hello and welcome to Megan's social media marketing show. This is actually a fresh reboot. New episodes from taking a small break in August. And if you've never been with us before, Hello, I'm Megan Erickson. I am a social media marketer with over a decade of experience in the social media realm, but 20 ish years experience and marketing.
I share over a hundred posts each week for my clients and myself on Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, Tik, TOK, all the things. And. This show is for you. If you are an entrepreneur, especially a female entrepreneur, if you have a side hustle, if you're trying to make money by building your social platform online, this is the space for you.
Social media is changing all the time. And my mission here is to help you to learn how to use those changes. For your benefit. So thank you so much for all of you for joining I today. I love to talk to you about how to promote your blog post on social media. I get questions about this all the time. We have lots of writers and creators in this community and.
What they say is, well, I've posted my blog, my lovely blog here, but I'm not quite sure how often to post about it. What should I do to not sound like I'm talking about myself or this post all the time. And I thought this was a fantastic opportunity to bring on Leah Jarvis of Olive & Wit, that is her company name.
She is my team copywriter and content manager. She also does this for many other wonderful clients. I will let her introduce herself
Megan: Hello. Hello. Thank you so much for joining me today.
Leah: Thanks for having me.
Megan: This is fun. We normally have our weekly team meeting on Wednesday mornings and we thought today we would just kind of share this with you guys. This will be a collective team meeting.
Leah: I know I'm so glad we have so many people joining us.
Megan: Yes, this
is awesome. Okay. So tell me a little bit about you, Leah, introduce yourself to the people and, about Olive & Wit
Leah: Okay, so I'm Leah Jarvis. I run Olive & Wit and I have been a content marketer for over 10 years. I say content marketer, because that is blogging. That's print pieces.
It's any type of content that people can consume and engage with your business. I work with some podcasters and authors on their content strategy. And I also copyright for a few agencies, freelance, as well as my own stuff and do work for you, Megan. And copywriting, there's a huge debate, whether copywriting and content writing are the same thing.
Content is more educational and copywriting is more sales.
Megan: There you go. There's some, there's a dropping some knowledge already for us. so Leah, I know she has brought because she does this. She helps me with my clients to figure out once they posted a blog post, or even we write blog posts for them, how then to promote them on social media.
So I thought she was the perfect person to bring to talk t o this topic. So you guys so I know she has lots of tips. Leah hit us with tip number one.
Leah: Well, I'll back up and do a little, a little background. But you're in higher ed and I was a content writer. If I wanted my story to go anywhere, I had to come up ways to share it.
Because at the time social media was still new to universities. They weren't really embracing it. They thought they were a little scared of it. So if I wanted it to be shared more than once on social media, I had to come up with reasons to do so. So my first tip, when you're writing your content is to.
Create a way, an invitation. So like it's an announcement post. It's a warm invitation of why I should come read your content. So I always try to do that. This is the easiest one because I'm excited about writing the content. So I want people to read it so it could be the title. It could just be a little blurb from the intro.
But you are creating a warm invitation. To someone who maybe have never come in contact with the content or loves your content and they want to know and support you. So I just think of it as a little warm invitation.
Megan: Yeah, absolutely. I love the perspective or the posture of making your content.
Or thinking of it as a gift, you know, this is something that you're not writing this for yourself. I'm doing this for you. You're doing this for them. So how inviting them, as you said to come and read it is a lovely posture and it helps to get us out of that whole, I'm just promoting myself or I'm just promoting what I do into more of a, here's a lovely gift for you.
Leah: It'skind of a shift from here I am from the like, oh, here I am to, oh, there you are. There you are in, here's a gift for you. So I always try to lead with there. You are marketing instead of here. I am.
Megan: Absolutely. That's wonderful. Okay. So once you've invited them that's maybe the first post after you have a new blog post, what comes next?
Leah: I usually go with a quote, something that's intriguing. That's easily shareable. So maybe it's that hook. Maybe it's a quote, like maybe you're doing informational piece and you've actually quoted someone. Just that juicy little quote that sparks your attention that other people would either resonate with, have a reaction to, or want to share themselves.
So I always go second quote. This could be a visual on Instagram here, or you could do a visual graphic with a link to the thing on Facebook and on Twitter, but quote, graphics. I mean, you know, this, Megan, you've done social media for so long, they perform so well, especially if they're easily relatable.
So I'd go with a quote second. Yes.
Megan: And I definitely want to say that I think people get caught up in the quoting process and think maybe literally, like, if it doesn't, it isn't the exact words that are in the blog post I'm misquoting more often. I think if it's somebody else they're quoting, but also with their own words.
So Leah, is it wrong if we reformat it or take parts of it or even just summarize it so that it fits nicely on a graphic?
Leah: Oh, not at all. I, well, as long as it's not malicious intent, which I feel like if we are creating content on the internet and what I know of your followers and what I know with the people I work with everyone.
Yeah. Has a posture of helping others? Yes. We want to make money. Yes. We want to have a sustainable business, but we also want to help others. So as long as you are, do you not have this intent? And you have to whole caption to put the full quote and all at scoring, and you're pointing to the actual source of where the quote lives in your writing.
So I do not see a problem with modifying the quote with, you know, follow your English grammar rules from high school, like ellipses and quotes and all that bunch of stuff. But making it fit into a quote graphic, I think that you can modify it with them.
Megan: There we go, said from someone who's worked in higher ed it's okay, we don't have to like, get super critical
Leah: we're not plagiarizing, we're giving credit where credit's due. There we go. Go forth in quote way.
Megan: Okay. Okay, great.
So what are, what are maybe some other ways
that we could share this blog post?
Leah: Another way that holds hands with quotes as kind of an interesting factor statistic.
And you could do this with a cool illustration, that pie chart, a graph. If you have some sort of informational nugget in your, in your content, your blog posts, you can pull that out and just use it as a visual graphic and then point people to the blog post and your caption. And that's, you can begin with the intriguing quote.
Peak curiosity by saying, oh, I wonder what, you know, what this staff is really talking about. You're not clickbaiting but you're peaking. People's curiosity.
Megan: You tend
to forget about that one. That. Even if I do, I don't, I think of quotes more than I think of stating or using those, those stats that you've typically used in a blog post to bolster the points that you're making.
I think one of my most successful quote graphics was the stat about how many people watch video without sound on social. It was just, it was a staggering fast it's something like 90%. And it made me realize like, oh yeah, I really have to heed this advice. So yes. And there's, there's also, I can't remember what all the things are, but there are ways in which.
When you're, when you're in persuasive writing or, or even just sales there's ways of which people make decisions. And one of them is like the person's not going to make a decision unless you have the facts to back
Leah: Exactly. Yeah, absolutely. It's definitely important. Social and sharing. When you share a graphic or a stat and you have the source to it, you can tag them tag relevant people and hopefully get some share-ability.
Megan: Absolutely. Okay. So we
introduction post. When we're sharing a blog post, we have the instruction posts on social media. It's always a little confusing the lingo because they're both posts, but we're talking about two different places. So your intro. You potentially are pulling out a quote or a stat.
And so those are three examples already. We are already sharing this three times on social. That's not too much?
Leah: No, I, I mean, those are three different pieces of content, unique pieces of content you can come up with and guess you're talking about the same blog post, but it's. Three different ways.
Megan: I wholeheartedly agree. What other ways
Leah: I've got three more? Do we have time for all three?
Megan: Oh yeah, go for it.
Leah: Okay. So my next one is asking an engaging question that's related to your topic. So this way you can pull in people to engage with with your content on social. Yeah. They're talking about themselves because as people, we are all self interested, we want your opinion.
We want to see what works for us or what doesn't work for us. So framing a question, social that's related to your blog post, and then the caption pointing them to your opinion or your research on that topic. I think that that's a really fun way to get people involved on social and to click over to you.
Megan: Absolutely. What happens if nobody responds to that?
Leah: You call up a friend and say, Hey,
Megan: Yes, that's true though, because that is one thing that I get in response to that is: yeah, but nobody comments on my things.And I think that's a valid idea is just like text a few of your friends. Like, Hey guys, can we go comment on this?
Leah: If you ever texted me and said, Hey, I'd hop over to Instagram heartbeat. But another thing is if no, one's commenting on your content and your question, that's really good feedback, even though it might not feel great feedback on whether your content is grabbing someone's attention or not, or it's feedback on how Instagram's delivering your content and the algorithm and how you know, is it making people stop their scroll or people just continue to swipe on by.
And maybe it's even a way you should do a Reel for that engaging question you know, Instagram loves Reels.
Megan: This is true.
Leah: Okay. I have two more and my next one is to include it in some sort of Roundup. So if we're talking about like I've written a blog about pencils, cause I love to can Ticonderoga pencils. Is there a way that I can repurpose some of my older content or content of friends or colleagues that are about back to school supplies or the best writing utensils, according to twenty-five writers or like that, is there something that I can package it with to point people to not only that blog post, but to other people's content or my older content related Roundup.
Megan: There you go.
It's a fantastic idea.
Leah: And then my last, my last, the idea, and this is while the invitation is the easiest. This is the second easiest. And it's to do a throwback. No, one's going to see all of your content all the time. So you need to share two weeks later. I mean, it could be the next week.
It could be a month later. At the end of the month, sharing your favorite post that you wrote that month or whatever, however you want to frame it. But I think throwback posts are underutilized when it comes to pointing people to your content on your website.
Megan: Absolutely. And if you feel like you have to feed that content monster every day with social media, cause I know sometimes it can be, it can feel defeating.
Leah: And it's
Megan: It's true,
but it's always
yes, but the good thing is, or I should say the thing you're right. It's an re. Reusing. What's the word recycling. Your post is a very easy way to bring back your greatest hits. And all you have to do is go into your insights in any one of the social media platforms, all of them have them and sort by what performed the best the last week or the month and pull that guy up and reshare it.
And yeah. Because maybe one to 5% max of the people who follow you saw those posts to begin with that's what a normal or a typical kind of reach or engagement rate is. So chances are, even if they have seen it, they're like, oh, that's a good reminder.
Leah: Yes. And you calling it greatest hits. I know a lot of people are resistant because they, they feel like they're cheating because they're, they've already shared it before.
But you think of all these artists that have greatest hits albums, they're greatest hits for a reason. And you've worked so hard in that piece of content. It is not a flash in the pan. So share again,
Okay. I love that. So I'm going to try to recap, tell me if I forget anything. Okay. So we had, we have the lovely LeahJarvis joining us to tell us seven, right?
Seven different tips on promote
your blog post on social media. What?
Leah: I said, I think we only got six, but okay.
Megan: Okay. So we got, share your initial invite, post invite them. It is a gift for your audience, and if you position it as such, it doesn't feel self promotional. So an initial invite, then we have a quote, pull out a quote.
It doesn't have to be the full quote or the whole, don't worry about. Editing it down, put whatever is most intriguing to your people and we'll stop the scroll on that quote graphic. Then we had get a stat, pull a stat out there. If you are using facts and figures in your post that are bolstering your case, then absolutely pull those out and you can share those individually and start conversations around those.
Another one is , the questions. Yes. So we have questions and asking questions and to try to get your community talking about it. And then you can point them back to that post. We have a Roundup, maybe include it in a Roundup of other content. That's very similar. And then we had, including your recycling, including it in some greatest hits for the week.
If it performed. Really well, or the month, if it performs really well after that, did I do a good job? Anything I forgot, Leah?
Leah: A plus
Megan: yeah. Anything else? Any parting words or anything you thought about while we were talking?
Leah: I just want to encourage people. If they're feeling like they are repeating themselves or being too self promotional, like you just said, the internet is a content bear.
It never sleeps. It's always hungry. People are consuming content all day long. The likelihood of you annoying somebody by sharing something more than once as a very, very small. And if you were annoying them, they're not your people. So just give them a kind farewell and continue sharing your content.
Megan: said, well said, well, thank you so much for joining me, Leah.