ifbc 2015: what do you do after you hit publish?

What to do AFTER you hit “Publish”

How To Promote Your Blog on Social Media

International Food Bloggers Conference#IFBC

September 19, 2015

About Us

Rebecca Coleman @rebeccacoleman

@rebeccacoleman

Lorraine Goldberg @voraciousgirl

@voraciousgirl

What We’ll Cover

• Building & Mastering Editorial Calendar• Facebook Marketing• Twitter • Pinterest • Instagram • Video Marketing: YouTube, Vine, Instagram, and

Meerkat/Periscope.

Building An Editorial Calendar

• Seasons• Key Trends• Holidays• Food Holidays• Events• Everyday Cooking

Promotion ChecklistCreate a checklist to go through every time you publish a new blog post

• Facebook • Twitter• Pinterest • Instagram• G+

For each blog post determine how many assets you have and how often you plan to promote the blog post. If you have your calendar established for the year or season, you can build your promotion calendar in advance for the post.

Optimizing Social Editorial Calendar

New ContentPlan in advance or layer in new posts.

Existing ContentUse tagging or a

content management system to identify existing content to

promote.

Content Swaps If you participate in a

blog share.

9@voraciousgirl/@allrecipes #IFBC

Facebook Photo Posts

Photo SharingEye-candy. Inspiration. Storytelling.

Add Blog Logo/Photo Attribution

Small/tasteful placement to give your image/blog

credit. Things can go viral, you want it to be attributed to you.

Always LINKAdd a link to the blog

post! Always.


Facebook Link Style Posts

Update or Change Photo

You can use a different photo. Best

size: 1200x600.

Change HeadlinePlay w/headlines. Test

messaging. This is good for promoting

several times.

Update DescriptionWhen the link style post is shared this is

what follows the post. Make sure it entices people to share or

click.11@voraciousgirl/@allrecipes #IFBC

Facebook Videos

TeasersShort videos that

tease what’s to come.

Tips & TricksGreat way to show a simple tip/trick/hack. People LOVE Hacks.

Drive EngagementFacebook Algorithm likes video. Good for driving likes, shares and comments with

your fans.


Twitter

• If you don’t already, try to have the same @handle for Insta and Twitter

• Curate content to supplement your own• Use tools like Hootsuite or Buffer• Inspirational quotes (Pablo, Picmonkey,

Brainyquote)• Hashtags (popular or grow-your-own??)• Tweet evergreen content

Food On Pinterest

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Image Credit: Pinterest Blog

Stages Of Interests

Understand Your Category on Pinterest

According to Pinterest, people’s interest around food falls into four categories:

• Everyday Dishes• Entertaining• Aspirational Ideas• Eye Candy

Make sure the content you pin reflects the multiple categories people are interested in and engage with.

Hint: they are more likely to click on the everyday, but repin the aspirational or eye candy.

Identify the category that resonates best with your audience and do that well.


Make Your Content Pinnable

Make it easy for pinners to share

your content

Add Pin it button to your site

(especially mobile), content and online

marketing

Content should be optimized for mobile (image, description)

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Image Credit: Pinterest Blog

@voraciousgirl/@allrecipes #IFBC

Reuse, Recycle, Reshare

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Reuse good content! No need to recreate. Especially if it did well.

Put content on multiple boards, it’s likely they have different followers so your content reaches a wider audience. Be strategic about how and when you reshare.

@voraciousgirl/@allrecipes #IFBC

Longtail Social• The content that is in Pinterest is

there basically forever, always can be discovered- make sure the image and copy reflect that

• Pin evergreen content: no promos or contests

• Make sure your content is a good mix of the now, later and past.

• Pin a variety of content• Write copy specifically for

Pinterest- make descriptions useful and inspiring


Pinning Tips


• Add a description: give people a reason to repin. Tips, rave reviews (my kids loved it), gluten-free or something special about the recipe.

• Include Recipe title in description.

• Vertical images can drive more repins.

• ALWAYS link to recipe via image not description

• Text overlays:• Use titles

Instagram• Currently one of the fastest growing social

networks, full of #foodporn• Connect with other foodies, observe,

comment and like (Insta is very karmic)• Challenge: no clickable links, so more about

building community than traffic per se• The better the photo…. Get a good camera,

learn photography skills; composition, lighting

• Hashtag, hashtag, hashtag!

Video• Moving pictures are your friend! • Vine (6 seconds—tweetable)• Instagram (15 seconds)• YouTube (4 B hits/day)– Can you demo something? Also

embeddable on your blog• Live-streaming: Periscope, Meerkat,

Blab