If you take the time to write an article or two for your blog each month, don’t limit your reach, by just posting it in one place.
Clearly you want your expertise to feature on your website, on your blog, so potential clients can see you know your stuff. But where else can you post it?
As well as posts you can create articles and newsletters on LinkedIn. Articles add depth and breadth to your profile as they appear on it. Given that the content on your profile for LinkedIn presenting your content to the right audience, anything that underpins your speciality is good news.
If you have a LinkedIn newsletter, then write the article into a newsletter and that will be delivered in notifications to everyone who has subscribed. Regular, good quality content, builds the reader’s understanding of you, your values, your business and your expertise.
Your list
Building a list means that you own your audience – rather than being reliant on the algorithms of the big online platforms. Sending value content to your list regularly is an excellent way to keep you visible and show off your skills.
Even if the people on your list aren’t currently customers or clients – reminding them you’re around and delivering consistent value is a great way to develop advocates. And, if their circumstances change, they’ll remember you before others they haven’t heard from for ages.
Other platforms
This depends on who you’re trying to reach, but there are a number of platforms that can be great places to post your article and reach a wider audience.
Reddit – While it takes time to build your audience’s trust, if you post good content it can significantly improve your visibility. The secret is to find the right subReddits.
Medium – Popular for thought leadership content, with built-in distribution through their algorithm and publications you can submit to. You can build a following and potentially earn money through their Partner Program.
Substack – Great for building a direct relationship with readers through newsletters. Your articles get emailed to subscribers, and you can monetise your submissions. if you wish.
Hashnode – Similar to Medium, with a supportive community and good SEO.
Business2Community – Specifically focused on business content and reaches your exact audience.
Entrepreneur.com (contributor program) – Prestigious platform if accepted, though more selective.
SmallBusiness.co.uk – This platform has a community/forum section
Startups.co.uk – This is another popular UK resource, if you’re aiming to reach new business people.
UK Business Forums – Various independent forums focused on UK small business
Create your strategy
Clearly, if you don’t have admin support, posting to lots of different places will take time, so my advice is to explore these platforms and find the ones that are the best fit for you and your business.
Maybe set aside 30 minutes a day for a week to explore a different platform each day.
There was a time when duplicate content was penalised, but this is no longer the case. Even so, there are some recommendations I’d make:
- Change the headlines to post on other platforms
- Do some editing, so it isn’t exactly the same content as your blog post. You can change the order of sections around and reword a paragraph or two.
- If an image is involved, create a new one for each posting.
While this all adds work, you can batch the process, so it’s just an extension of the writing process.
When you’ve tried out the platforms you’ve chosen for 3-4 months, you’ll start to get an idea about what’s working and what isn’t. Don’t expect results instantly – this kind of marketing is a slow burn, but can be really effective.
