Content marketers primarily rely on social channels for blog promotion. However, with ever-changing algorithms and increased competition, the reach of organic posts has significantly diminished. This shift is concerning, as a study by Animalz highlights that a blog’s size, measured in total page views, plays a vital role in its growth rate the following year.
To ensure your blog’s success and expand your reach, embracing pay-per-click (PPC) strategies can be a crucial step to growing your audience. Leveraging PPC effectively, including platforms like Google Ads and paid social channels, can be a game-changer for your blog promotion efforts. Blogs are pivotal in enhancing brand loyalty and driving web traffic, making your blog promotion strategy a critical component of your overall marketing plan.
As a content-focused business investing significantly in content production, you’re likely seeking ways to attract more of your target audience and ensure your content continues to scale into the future. Here, we explore seven PPC techniques to help you achieve these goals.
1. Facebook Dark Posts
Dark posts, also known as unpublished posts, are a powerful tool in a content marketer’s arsenal. Unlike organic social posts, dark posts don’t appear on your timeline or in your followers’ feeds. Instead, they are tailored sponsored content shown to specific users through precise ad targeting.
Why are Facebook dark posts an excellent choice for promoting your blog?
- Precise Targeting: Dark posts offer highly personalized targeting using audience filters. This ensures your content reaches the right people, allowing you to allocate your content marketing budget more effectively.
- A/B Testing: With dark posts, you can experiment with audience controls to A/B test changes to your social posts. Tracking audience responses helps improve engagement continuously.
- Content Insights: PPC data not only increases traffic but also provides valuable insights to enhance your overall content strategy. Well-performing dark posts may even gain organic traction, benefiting your content marketing efforts.
- Avoid Spam: Dark posts prevent clutter on your business page and followers’ feeds, preventing your audience from feeling overwhelmed by promotional content.
These dark posts are available on various social media platforms, such as Facebook, Instagram, LinkedIn, Twitter, and Pinterest. When used correctly, they can help you identify what resonates with your audience and drive more relevant traffic to your blog.
2. Google Ads
Despite concerns about the cost, advertising your content on Google Ads can be both affordable and profitable when done strategically. To get the most out of Google Ads for blog promotion, it’s essential to know precisely who you want to target and why. Here’s a brief overview of when to use three types of Google Ads:
- Google Search Ads: Target long-tail keywords with reasonable search traffic and minimal competition to capture warm leads actively searching for solutions your blog offers.
- Google Display Ads: Utilize graphics to highlight common problems your blog addresses, tailoring these display ads to target your ideal blog audience.
- Gmail Sponsored Ads: Reach users directly in their inboxes with compelling offers or top-of-funnel content to build brand awareness.
Remember that your blog content serves as your landing page in this context. Optimize it accordingly, and ensure your call to action aligns with the user’s stage in the sales funnel.
3. LinkedIn Ads (B2B)
If your business or blog operates in the B2B space and you’re not leveraging LinkedIn ads, you’re missing out on a highly targeted platform. LinkedIn ads offer a range of options, including:
- Dark posts
- Organic posts
- Display ads
- Carousel ads
- Video ads
- Sponsored InMail Campaigns, to drive traffic to your content.
Additionally, the data you gather from LinkedIn ads can inform your content strategy and audience targeting.
4. X Ads
Twitter is often underestimated as an advertising platform, but it can be an effective tool for blog promotion. Here’s how you can reach new followers and audiences with your blog content on Twitter:
- Promoted Posts: Boost posts that are already engaging organically or focus on current trends.
- Promoted Trends: Promote trending topics that resonate with your audience.
- Promoted Moments: Create curated X moments that include your related content and gain substantial traction.
- X Threads: Consider creating posts threads, linking them together to guide users through your content effectively.
While post threads can be unpredictable, they have the potential to drive significant traffic when executed well.
In conclusion, your dedication to producing valuable content deserves an equally robust promotion strategy. While enhancing organic posting remains essential, it shouldn’t be your sole approach to driving traffic to your site. Consider these four PPC techniques to complement your efforts, overcome limited reach, stand out from competitors, capture Google’s attention, and fill your lead funnel with qualified prospects.
By embracing these ways to promote your blog using PPC, you can ensure that your audience sees and engages with your valuable content, ultimately leading to greater success for your blog and business.
Do not hesitate to contact us to help you with your PPC strategy.
