• Leilani Romer


We all know writing a blog doesn’t stop when you’ve done the final proof. You have to promote your finished blog. You have to get it in front of all the right people. For your blog, the work has only just begun.


1. Trickle down

We’ve written a complete explanation of how trickle down content works and you can read that here. But the gist of it is that you mine your core content (your blog) for headers that can be used on each unique platform. That’s the first step in promoting your blog, identifying the shareable headlines and hidden gems in your blog.


2. Distribute

Distributing your content takes a bit of finesse. It starts with sharing your trickle-down headlines on your social channels. That will require an understanding of the audience you have on each platform and the right timing. That means doing a bit of research. Start with your audience. Find out what kind of content they consume on which platform. Then find out what times your specific audience niche is on those platforms. Schedule your content to post during those times.


3. Engage

Sitting back and waiting for comments to roll in so you can clarify and expand is great and all, but there's a more proactive approach you can take. If you sourced your topic from a social channel such as Reddit or Quora, go back to the original post and share your link. Look for other places where people have posted about your topic. Twitter and Instagram are great sources. Do a hashtag search for the keyword(s) you focused on and share your content on related posts.


4. Adjust

The most important part of getting attention on your blog is to listen to the feedback you are given. Typically this means listening to what people say struck them most about your content. If you start to see user-generated content, you can capitalize on it. Sometimes this also means politely ignoring uninformed feedback (haters gonna hate).


5. Promote

“It’s not the best content that wins. It’s the best promoted content that wins.” ~ Andy Crestodina

Paid promotions help you develop a community which can be tapped into for further engagement. By maximizing your targeting and spend you reach the right people and with a solid ‘ask’ you can get them to follow further engage with your content.


A blog can’t promote itself.

The bottom line is, no blog promotes itself. You have to get the ball rolling. The more proactive you are with interactions, the more wide-spread you cast your net. Promoting your blog takes hard work and strategy. When you partner with Romer Social we’ll ensure your content is reaching the audience you need to reach to grow. Schedule a call and see how we can help you!

  • Leilani Romer


“Don’t focus on having a great blog. Focus on producing a blog that’s great for your readers.” -Brian Clark

As much as we like to think we have control in life it simply isn’t the case. We can get a case of the Napoleon complex, we tend to think we’re bigger than we really are. But then life happens. Your kids will throw that tantrum in the middle of the store. Fido will tear your new pillow apart. Fuzzy McFuzzkins (your cat) will shred (or throw up on) your couch, and your dedicated readers will ignore your hard work. If you’re worried about making a blog you think will be great, you’re going to miss the mark. It’s not about you. It’s about your readers. Producing content YOUR READERS want to hear about is more valuable than creating content YOU want to hear about.


Source your topics

So what do your readers want to read about? You could ask them directly, but that isn’t always practical, or fruitful. There are several tools at your disposal to help you find sources for topics relevant to your industry and particular niche.

1. Feedly.com - This site is a great resource to help you understand industry chatter you pick a particular news-source or blog to ‘follow’, or choose to ‘follow’ certain keywords on Google. This allows you to track the discussions around the keywords and influencers in your industry.

2. Quora - This platform allows people to ask questions and crowd-source the answers. You set up your profile and choose topics you want to follow. Then keep an eye out for questions that come up often, or have multiple responses. Use those as springboards for your blogs.

3. Reddit - Follow the Subreddit (or subreddits) that your readers would also be following. Anytime a post comes up that’s worth exploring more deeply than a comment might be able to handle, create a blog!

4. User-Generated - While you can’t always ask your readers what they want to hear, sometimes being direct does produce great results. You can also note sources like social media comments, client/customer interactions, feedback and online reviews. Did a client ask you about a new topic during your call last week? Perhaps you’re getting feedback about certain difficulties your customers are having. These are great chances to clear the air or explain something new in detail on your blog.


Stick to a format


Not all blogs look the same. But each blog of yours should be familiar to your readers. It goes beyond having a branded voice. You’ll want to have a rough format you typically follow that can be adapted to the various kinds of posts you make.


Outline your post


Once you know the format you like to use, make a template document you can re-use every time you write your blog. It should have the structure outlined for you and include all the SEO, media, and link assets such as target keyword, meta description, and backlinks. Follow the same kind of procedure you might use in high school english class. Fill out the ‘titles’ first, put your thesis statement into the intro and maybe sketch out any quotes or points you want each section to cover.

Write, Edit, Repeat


With all of this in place, you can easily begin the actual writing process. Even if you have to step away from the blog for a time, the structure and ideas are there when you get back. So write away, and once you have the first draft, be sure to go through and edit it down. Read it aloud to yourself, find any sticky points that trip you up and re-write those parts. If you have editing software you prefer, make sure to run it through there. Have someone else on your team go through it, then read it through one more time to ensure you haven’t lost the heart of the post.


Distribute effectively


“Content is king, but distribution is queen and she wears the pants.”

Jonathan Perelman


You can write all the blogs you could ever dream up, but if you don’t get them in front of your readers, you’re wasting your time. Make sure you’re sharing your blog on social media. And if you pulled the source from Reddit or Quora, find the thread you got it from and post a link there.


Lasting content


Lasting content matters more than great -but fleeting- content, but content won't last if it isn’t seen. Keeping your blog well organized allows you to go back later and look at older blogs which can be updated or re-posted with new insights.


No Napoleon Complex here, just great content that lasts!

Here at Romer Social, we know the importance of lasting content - Blogs that make an impression and hold ‘evergreen’ truths. - You won’t find a Napoleon complex here, just great content that lasts. Schedule a call with us and find out how we can push your content marketing to the next level.


You can build influence, improve your SEO and fill your social feeds with one main strategy. The key is content. For all three benefits, you need a huge amount of content. When you follow the trickle down content method (or reverse pyramid) you can maximize your content marketing efforts without adding a ton of time.


1. Start with core content


A core piece of content can be in any format you prefer, but you’ll want it to be a longer piece. A half-hour long video, a podcast, or a blog are the common examples of a core content piece. When creating the core piece you’ll want to ensure you’re thinking about a few things:

1. Is it relevant to your audience?

2. Does it include keywords you want to rank for?

3. What is your primary goal for the content?


If your core content isn’t relevant to your audience there’s no reason to post it. Finding out what’s relevant can be problematic, so make sure you’re sourcing your topics strategically. An easy example is to look at social media sources like Quora and Reddit for topics that are already common. You can interact with those posts now, or use them to springboard your core piece and come back later to link to it.


In order to make an impact on your SEO efforts make sure to include keywords, you’d like to rank for. Repeating the keywords throughout the pieces also helps build your keyword density in an organic way.


Finally, you need to have a primary goal. What does the core content piece achieve for your overall strategy? If you’re trying to build influence, for example, it might be purely to share knowledge, or to answer frequently asked questions about your industry. If you’re trying to garner leads it could be to highlight your competitive edge.


Then you start producing. Bust out your selfie stick and take a video, record your voice, or clack at those keys.


2. Break it down


Take your core content and tear it to pieces. Okay, not quite that literally, but once the content is polished and ready for posting break it down into snippets, quotes, rants, GIFs, or any other social-media-sized piece.


Depending on your social strategy you might be posting to a diverse set of platforms. Instagram, for example, is a great place to post quotes to your feed, GIFs to your stories, or the whole core content to your IGTV. Twitter is a good place to post rants, quotes, and snippets. As you receive feedback you can also add GIFs to your responses. Facebook might be where you post a longer snippet or thought. LinkedIn is a good platform to repost a condensed version of the core content as a personal blog which can be shared within the platform.


3. Distribute accordingly


Each piece of ‘social’ content should have a purpose and platform in mind. Weave these into your schedule according to your strategy. You’ll want to keep your feed interesting by mixing up what you post on each platform so that you’re not creating ‘spin content’ or overly-repetitive content.


4. Get feedback


Get your audience’s opinions about their favorite parts of your core content and social content. Use the feedback you get to improve your next piece of content and share user-generated content for your page. It is also a great stating point to help you break the content down again to include the best content. You can also utilize the feedback to create additional articles expanding ideas.


Get started!


Get your content marketing game on! Creating content can be time-consuming, this trickle-down method saves you time and allows you to focus on the content that will drive results. If you’re not a content creator or struggle to strategize, partner with us. We take the job of taking the stress of content-creation off your hands very seriously. Schedule a call with our experts today!

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