How To Share Your Articles or Blog Posts For The Best Exposure

The web has grown so much, it can be daunting to manage your content now. Writing and publishing an article now, doesn’t mean it’ll drive traffic to your website. You need to post your article on multiple touch points across the web, because your target audience is no longer browsing in a single place anymore. They may not even be using Google as a primary browsing tool; instead they may be using LinkedIn or Facebook to search for related content.

In addition, all of the different platforms linking to your website or page, actually helps your website rank better for search results. And, if you’re thinking you’ll just simply hire an SEO service instead, they actually do similar linking strategies as well. As we move into a very digital and automated world more and more, engagement to your audience and a personal touch are going to be a better driving force.

You can see how the internet now really is “the web”. All those impressions (eye that see the post) may follow the post back to your website, shared, or cross posted to another platform.

Publish to your website

First and foremost, create and publish the article on your website. Your website is your ground base. Website content, traffic, and performance all combine to create a number score that Google uses as a factor for serving its search results. 

1. Publish your article on your website
2. Ensure that your website or page is Open Graph optimized
3. Ensure that your website is also mobile optimized

Publish to Facebook 

Facebook has built its algorithm now that business page posts do not get much real estate in people’s feeds. We can however help a bit in a few ways by being strategic in how we are sharing content. 

It’s even been noticed that if a post contains a link the main caption, that it may also be set back even further in priority of view. One way to get around this is to omit the link from the post caption, and add it as a first comment to the post instead. Or have comment that they would like the link and send it via messenger instead. 

You can experiment with the article card (FB generated link with image, headline and link) or without while adding the link as the first comment instead. 

1. Create and publish a post on your business page that includes the article card (image link with title), a customized caption. 
   1. Include the link again as the first comment.
   2. Include only a few hashtags. While facebook doesn’t utilize hashtags like IG or LI, it’s still a keyword and link that facebook uses for search results. 
2. From your personal page, share the post with your followers. 
   1. If you can, include a custom caption for your own post. Again, this will appease the algorithm a bit more.
   2. If able, share to your story. Some people view stories more than they ready their feed. 
3. Have associates share the article to their followers (if applicable). 
   1. Having multiple people share the article from the business page, increases the business page authority. Continuous activity like this will continue to build gradual visibility overtime. 
   2. Also see if they can share to their stories. 

Publish to LinkedIn

This platform isn’t as hard as Facebook, but it can be hard to get followers to the business page. Be sure you’re actively growing your business page by sending invitations from your personal network, or being active/commenting in groups while sharing valuable information. 

1. Create and publish a post on your business page that includes the article card (image link with title), and a customized caption. 
   1. Include only a few hashtags. These are key words or search terms that can be beneficial for someone browsing the platform. 
2. From your personal profile, share the post with your followers. 
   1. If you can, include a custom caption for your own post. Again, this will appease the algorithm a bit more.
3. Have associates share the article to their followers (if applicable). 
   1. If they can create a custom caption for their post, great!

Publish to Instagram

Instagram isn’t great for sharing articles as-is, but we can work with it. Because it’s more of a glamorous type of platform featuring fancy posts and video content, it’s best to rework your article into something more fitting.

• Create a special graphic or media for IG.
• Can the article be broken down into “slides” or a short video? Instagram loves video vs a single standard image.

1. Write a caption or short “expert” for the article as a teaser. 
   1. If caption: you have only the first several words to hook them to read more, if your graphic/media doesn’t do it.
   2. If except: utilize the “link in bio” approach when needed. You want to make your content as easily accessible as possible if you’re driving them to your website instead of letting them digest the content directly on the IG platform. 
2. Share the post to your story. Or (even better), create separate media for your story/reels.
3. If your business doesn’t have FB, you can share your IG content to your personal FB profiles*. 

*Your business page shouldn’t always share the same exact content from it’s IG to FB. Your FB content should be tailored to the platform instead, it looks better and more professional. I.e. facebook posts should have more than ~5 hashtags. 

Other Tips

Obviously, other platforms can be published to as well, but some of them tend to be more video based so you may need to tailor your content to suite them best.

Engagement ranks high; that means your engagement too. If you’re commenting back, or adding more to the post, it’s going to get more impressions. The same goes for Facebook events too. Don’t just post the event, but monitor it for questions or comments, and check back regularly to post again so it helps remind people of the upcoming event. 

If it is evergreen content, consider a reposting the article to social media again when the timing feels right.