Plan social posts around your blog articles

Key takeaways

To plan social posts around blog articles, treat each article as a source of three to five posts spread over a month, not a single 'new blog' link. Each post makes one point from the article in full, so it is useful on its own, and links to the article for more. Platforms tend to show posts that keep people on the platform, so the value must be in the post.

• 3 to 5 social posts per blog article, over about a month.
• Each post makes one point in full, then links.
• Put the link in the post or first comment, and test both.
• Re-share evergreen articles every few months.

Why not just share the link?

A single 'read our new blog' post reaches a fraction of followers once and gives them little reason to click. Several posts, each making one useful point, reach more people, work for those who never click, and bring more visitors over time. The article does the selling; the posts earn the attention.

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Which posts can one article give you?

A typical article gives you:

• The main answer as a short text post or carousel.
• One surprising fact or number, with its source.
• A checklist or steps from the article as a carousel.
• A short video of you explaining the key point.
• A question to followers based on the topic.

• Carousel posts: the format that pre-qualifies buyers

How do you schedule them?

Spread the posts across your normal slots over about a month, in the help pillar mostly, so the account does not become a series of article links. Use a tracked link on each so you can see which posts bring readers. Evergreen articles can come back every few months with a fresh angle.

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• Reshare your best old posts on a schedule

Should the link go in the post or the comments?

Test both on your own account. On some platforms, posts with links seem to reach fewer people, which is why some businesses put the link in the first comment. Instagram does not allow clickable links in captions, so use the link in your bio or Stories. Let your own results decide.

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When is this not worth doing?

It is not worth doing for articles your social followers would not care about, such as technical pages written only for search. Promote the articles that answer your buyers' real questions; let the others work through search.

What does this look like in practice?

A pattern we see: a business writes a useful article, shares the link once and concludes nobody reads blogs. Turning the same article into four posts over a month, each useful on its own, usually brings more readers and more comments.

• See client work
• Social Media Marketing for UK businesses

Blog to social checklist

• Plan three to five posts per article.
• Make each post useful on its own.
• Spread them over about a month.
• Track the links.
• Bring evergreen articles back every few months.

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• A social media asset library: photos, templates and logos

Next step

Pick your most useful article and write the three to five points it could give you as posts. Put them in next month's help slots.