Writing interesting blog posts isn't enough to build a brand. Or generate recurring income. 

A successful blog also needs successful marketing. 

Our guide will give you foundational tips to market your blog like a business. Helping you drive traffic and visibility, connect with new readers, and get your content in front of the right people.

No matter your niche, here’s how to promote a blog strategically:

Optimize Your Content for Search Engines

Search engine optimization (SEO) isn’t an explicitly promotional tactic. But it’s key for driving traffic to your blog. 

That’s because SEO helps your content rank higher on search engine results pages (SERPs). Which boosts the likelihood of searchers clicking on your blog posts.

As noted in a Backlinko study, on average, the first result on Google gets 27.6% of all clicks for that search. And traffic decreases as you go down the rankings.

There's a lot that goes into SEO. Including different on-page SEO, technical SEO, and off-page SEO methods. But for the purposes of this article, we’re just covering some basic techniques to get you started. 

Further reading: The Importance of SEO: 10 Benefits of Search Engine Optimization

Conduct Keyword Research 

To help promote your blog, you need to optimize your blog posts with relevant keywords (or search terms and phrases) that make your content more SEO-friendly.

For example, a high-quality blog post optimized for "first-date outfits" or "what to wear on a first date" is more likely to appear in search results when users enter these keywords into Google.

Start by brainstorming potential keywords that align with your blog post topics. If you were writing a meal prep guide, you’d ask yourself, “What words or phrases would someone enter to find meal prep tips online?” 

Phrases like meal prep ideas" and "how to meal prep for the week" would make sense.

As you’re thinking of ideas, use Google's Autocomplete function to generate even more popular, related terms.

This initial list contains your "seed" keywords—the search terms you’ll use as a basis for your research.

Enter one of your seed keywords into the search bar. Select your target market, such as the United States or the United Kingdom, and click "Search."

Our tool will generate a list of search terms related to your seed keyword.

You can see the monthly search volume over a 12-month period. And the keyword difficulty (KD%) for each search term.

The latter shows how hard it would be for a website to rank in Google's top 10 organic (unpaid) results for a given keyword. Generally, less competitive keywords have a lower KD score.

Sort and filter the results by search volume, keyword difficulty, user intent (the purpose behind a search query), or other criteria.

In this example, we’ll use the filters to select keywords with at least 100 monthly searches and a KD score of 0% to 49%. These have a decent amount of monthly searches. And they won’t be extremely difficult to rank for.

Now, we have a list of 91 keywords.

Optimize your post for one primary keyword, or main search term, such as "vegetarian meal prep ideas." Weave it into your copy naturally and in other strategic spots, including the:

• Page URL
• Blog post title
• At least one subheading
• Image alt text 
• Title tag
• Meta description

And add in secondary keywords where relevant. These are search terms related to your main keyword, like "vegetable meal prep ideas" or "plant-based meal prep ideas."

Repeat these steps each time you write a new post. 

Just make sure you avoid keyword stuffing—a practice that involves saturating a web page with a bunch of keywords to try and boost your search rankings. This tactic goes against Google's guidelines and may result in penalties.

Further reading: How to Do Keyword Research for SEO (A Detailed 3-Step Guide)

Use Pillar Pages and Topic Clusters to Organize Your Content

Once you have a list of keywords, create pillar pages and topic clusters around them.

A pillar page covers a topic in depth. Like an "ultimate guide." This page then links out to related content covering specific subtopics.

With this approach, you make it easier for visitors to discover more of your posts.

And you build internal links, or hyperlinks that point to pages on the same website. Search engines use these to navigate your blog and gain a better understanding of its content. These links also pass authority from one web page to another, which can help boost their visibility in search results. 

When creating your pillar pages, leave room for more detail in subsequent posts. Choose broad topics so you can break them down into multiple sub-topics, as shown above.

For example, you could create a pillar page about “podcasting for beginners.” After that, you would write additional pages, or cluster content, covering relevant sub-topics like:

• Podcast room ideas
• How to write a podcast intro
• Podcast kit
• Cheap podcast studio
• How to set up podcast equipment

Here's what this topic cluster would look like:

Optimize each page for one primary keyword and multiple secondary keywords related to the topic.

Then, use SEO Writing Assistant to fine-tune your content. Our tool gives your posts scores for its:

• SEO
• Tone of voice
• Readability 
• Originality

And gives you clear suggestions to improve each area. 

In the example below, see how the platform analyzed the piece based on its target keywords. And offered extra ones to boost its ranking potential.

Promote Your Blog on Social Media 

Promoting your blog on social media networks helps you connect with more potential readers—especially if your content goes viral. It's an opportunity to increase blog traffic, build loyal audiences, and establish your authority online.

For example, this low-carb banana bread recipe published by The Big Man's World got 543 likes and 217 shares on Facebook.

Its author, Arman Liew, wrote a short caption and shared a photo to tease readers. But he didn't disclose the recipe in the actual Facebook post. Instead, he linked to his blog post with it in the comments section.

This approach hooks readers in and leaves them wanting to know more. Which drives them to click on the related blog content.

Like Liew, you can create shareable content on social media to get exposure for your blog. Here are some strategies worth trying:

Share High-Quality Content to Drive Engagement

The content you share on social media channels should resonate with the target audience and provide value.

Don't just share a link to an article or blog post or say something like, "Click here to see my favorite pre-workout snacks." As Liew did, you want to capture the reader’s attention by first hinting at the topic you cover on your blog—without giving away too much information.

Returning to the above example, you could say, "These pre-workout snacks feel like a treat! They're just perfect for those days when you need a quick energy boost, but don't have time for a full meal. Fun fact: They taste like Oreos and only have 80 calories per serving."

Include a link to your blog and a relevant image or video that’ll capture reader attention. Here’s an example from The Recipe Critic: 

But remember: not every social post needs to link out to your blog content. Sharing relevant, unique insights and tips that entertain or educate users can still help grow your following and drive engagement.

For example, Lean Bodies Consulting shared 10 ways to get an extra 30+ grams of protein into your diet. The post got 91 comments on Facebook alone. 

Diversify Your Social Media Content

Promote your blog with a mix of videos, images, live streams, and text posts.

Different people prefer different types of content. And certain content formats may perform better than others, depending on the platform, device type, and user location.

In a 2022 survey, 66% of consumers agreed that short-form videos were the most engaging type of content shared by marketers on social media. The next most popular choices included:

• Images
• Live videos
• Memes and GIFs
• Text-based posts
• User-generated content (USG)
• Long-form videos

Let's say you want to promote a blog post about the benefits of going vegan. Consider sharing the following types of content on social media:

• Short recipe videos featuring vegan meals and snacks
• Infographics that highlight the key benefits of a vegan lifestyle
• Excerpts or summaries from your blog post
• Actionable tips for transitioning to a vegan lifestyle
• Printable vegan grocery lists or nutrition cheat sheets

For example, the vegan blog/vlog Pick Up Limes shared a video featuring healthy eating hacks. Since its upload in 2019, it’s received over 8.7 million views, 341,000 likes, and 6,000 comments.

This can probably be partially attributed to the bonus resources the channel links to, including its free weekly meal planner and grocery shopping list. These extra goodies hook viewers (and readers) in.

Besides free, helpful content, Pick Up Limes also clearly links to their social accounts and newsletter sign-up. Making it easy for interested users to further engage with the brand.

How to Create Videos for Social Media

As we mentioned, short videos tend to drive the most engagement on social media. 

Use the Instant Video Creator app to easily generate high-quality videos from any blog post or article. And from-scratch videos that complement your blog posts and other content assets. 

You have three options:

• URL to Video: Create videos based on existing blog posts
• AI Prompt: Enter a topic and let AI create a video
• Blank: Make a video from scratch or based on a script you wrote

Say you choose the first option, "URL to Video." Click on it and then enter your blog post URL and desired video length in the designated fields. For a teaser video, keep it under one minute.

Then, choose the types of pictures to include, such as modern, hand-drawn, or 3-D illustrations. When you're done, click "Create Video."

Now, you’ve got your own video with captions, images, and audio content.

The audio script will appear on the right side of the page. If there's anything you want to change, simply click and edit those lines of text. You can also remove any blocks of text or add new ones.

There's also the option to add, remove, or replace images by clicking the icon next to each line of text. 

And now, you’re ready to post.

Further reading: Repurposing Content: How to Turn Articles into Videos

Partner with Influencers

Another way to promote your blog is to partner with social media influencers targeting a similar audience as you.

For example, fitness bloggers might partner with prominent physical therapists, personal trainers, nutritionists, or athletes. 

These aren’t your direct competitors—they’re professionals whose products or services complement yours. They have a larger following than you. And can get your blog name in front of more people.

These partnerships could look like co-authoring blog posts or appearing in each others’ vlogs. Or clear promotions of your own content on their platform.

While it’s possible to build organic (free) relationships with influencers, you’ll usually need to compensate them for this type of promotion. This can range from free products to specific fees.

Check out our guide on how to find influencers for your brand to learn more.

Consider Working with Micro-Influencers 

You don't have to pay Kylie Jenner $1.84 million to mention your blog on her Instagram page. You can still engage in successful influencer marketing with a limited budget. 

How?

By connecting with micro-influencers in your niche through online platforms like Modash or Klear.

Micro-influencers have 1,000 to 100,000 followers. And users actually tend to trust them more than high-profile names like Jenner. Because they’re more relatable to most people.

Case in point: in a 2023 survey, 69% of consumers said they were more likely to trust the recommendations of a family member, friend, or influencer than brands. But only 11% of consumers reported following celebrity influencers.

Take micro-influencer Maheen (@southernchaii). One of her Instagram posts mentions a recipe from the food blog Hungry Paprikas. Maheen praised the account and encouraged over 20,000 followers to check it out. 

Leverage Email Marketing to Build a Loyal Following

Email marketing can engage your audience, increase blog traffic, and help you build trust. What's more, it allows you to share exclusive content and build an active community around your blog.

According to Google research, newsletter subscribers visit twice as many website pages as non-subscribers, resulting in higher traffic. They're also 10 times more likely to become paid subscribers.

Add a newsletter sign-up form on your blog and social media. Include a strong call to action (CTA) to encourage readers to sign up. 

Below is an example from Wendy Rowe, a makeup artist and blogger: 

Create a sense of exclusivity by sharing original content in your newsletter. While you can link to existing blog posts, you don’t want to only share that. 

Instead, offer something different that readers can only get through your newsletter—whether it’s brand-new content, free resources, or coupon codes.

And complement your text with images. According to GetResponse, emails with visual content have 8.37% higher open rates and 1.65% higher click-through rates than text-based newsletters.

Here are some other beginner-friendly email marketing practices for your blog: 

Segment Your Email List to Connect With Different Groups of Readers

Segment your email list’s subscribers by age, gender, location, job function, and other criteria.

With this approach, you can easily tailor your email content to each group. And personalize your emails to further strengthen readers’ emotional connection to your blog and brand.

If you send the same generic message to everyone, you risk losing their interest. For example, a newsletter offering basic fitness tips would appeal to novice gym-goers. But not to someone who's been training for years.

That's why it's crucial to segment your list and craft personalized content.

Email marketing platforms like Constant Contact, AWeber, and GetResponse have built-in tools you can use to collect and organize subscriber data.

Use these insights to break your list into smaller, more targeted groups. 

So, following the fitness example, you could potentially create different content for:

• Women ages 19 to 24 who are just starting their fitness journey and interested in at-home workouts
• Women ages 25 to 30 who’ve been working out for several years and want more advanced programs

Get Organized and Pick Your Topics

Aim for at least one email newsletter per month or up to two newsletters per week. Sending too few emails can result in disengagement. But sending too many can lead to information overload or come off as spam. 

To come up with ideas for what to include in those emails, use Topic Research. You'll find it under "Content Marketing" on the Semrush dashboard.

Topic Research generates related subtopics and ideas based on a given topic. It also takes into account your target market and other aspects, such as trending blog topics and top-shared headlines.

Focus on One Theme at a Time

Stick to one main theme for each newsletter you send. Addressing too many topics at once can lead to information overload.

On a similar note, use a single CTA to avoid confusing your readers.

Write with Your Audience in Mind

Adjust your tone and language for each subscriber segment. Express yourself clearly and avoid using jargon.

Say you're writing a newsletter with fitness tips for women who are new to exercise. Chances are, your target audience doesn't know much about dropsets, supersets, or LISS cardio. Use terms they can understand. Along with illustrations, videos, and real-world examples.

Further reading: How to Win People Over with Compelling Email Content 

Promote Your Blog With Paid Advertising

Sometimes, it makes sense to promote your blog posts through paid advertising platforms like Google ads, Facebook ads, or LinkedIn ads.

It allows you to target very specific audiences, putting your content in front of people most likely to read it. Plus, it can generate immediate traffic, whereas SEO takes more time.

For example, you may use this option to generate exposure for a product roundup (e.g., "The 10 Best Running Shoes for Men") or ultimate guide where it’s relevant to promote affiliate products without coming off as too salesy. 

Our advice?

Focus on promoting high-value pieces rather than promoting everything.

And read this guide to paid advertising. We'll tell you all about different types of paid ads, when to use them for the best results, and how to launch your first campaign.

Address the Reader's Pain Points

Highlight how your blog recognizes your readers' pain points in the ad copy.

So, you can position your blog as a solution to their needs.

For example, this blog post ad from The Mindfulness Meditation Institute emphasizes fast ways to learn mindfulness for busy readers:

Use an Elevator Pitch Framework

An elevator pitch is a brief speech that outlines a concept, product, or service. It lasts around 30 seconds and should be persuasive enough to convince the audience to take action.

Apply this principle to your ads. Craft a short, persuasive ad that sparks curiosity and leaves the reader wanting to click to learn more. 

Get to the point quickly, and frame your value proposition around the problems you can solve for your audience. End with a strong CTA that clearly shows readers what to do next.

Conduct A/B Testing 

A/B testing involves comparing two versions of an ad, web page, or other form of content to determine which one performs best. 

For example, you can compare two versions of an ad set or individual ad. Experiment with different subject lines, CTA buttons, ad text, fonts, or colors to find a winning combination. 

Change one element at a time, and then test your ads on a small scale.

Harness the Power of Networking

Beyond influencer marketing, connect with others in your industry by intentionally building strategic partnerships with experts, entrepreneurs, and other fellow bloggers.

Join Online Communities

To start, join relevant groups on Facebook, LinkedIn, and Reddit. Learn from other bloggers, make new friends, and promote your content where it’s appropriate. Like in dedicated weekly threads.

Here are some examples:

Facebook

• The Blog It Better Society
• ASelfGuru - Biz Blog Community
• Blogging Supporting Bloggers
• Content Writers and Bloggers
• Blogger Round-Up Requests 

LinkedIn

• Digital Marketing
• Small Business Network by Entrepreneurs HQ
• Global Blogger Network
• Guest Posting, Link Building, and Blogger Outreach 

Reddit

• r/Blogging
• r/Bloggers
• r/BloggersCommunity

Ask to Collaborate

Message other bloggers in related niches to see if you could partner on original content.

This kind of partnership helps both of you reach a larger audience and gain exposure. It's also a good way to find inspiration, keep your blog current, and grow your social media following.

For example, if you run a blog about healthy eating, you could contact fitness or lifestyle bloggers. Or collaborate with other food bloggers. 

That’s what Laura Wright (@thefirstmess) and Luay Ghafari (@urbanfarmandkitchen) did in February 2023 when she wrote a forward to his cookbook. 

Other collaborations can include: 

• Co-authoring a series of blog posts
• Guest posting on each other's blogs
• Linking to their relevant content (and vice versa)
• Appearing in social media content together

Make It Easy to Promote Your Blog With Semrush

Building a successful blog isn’t just about writing awesome content. It also requires an entrepreneurial mindset, a solid marketing plan, and the right tools to streamline your promotions.

With over 55 marketing tools in one spot, Semrush can help you build your blog into a recognizable brand.

Sign up for a free account today.