If you’ve written an irresistible recipe and hit “publish” and are waiting for the crowds to flock to cook it, then I’m here to tell you that unfortunately, you’re only halfway towards a successful post. For every recipe or article you write, you should be spending 5 hours doing content promotion it in the right places, to ensure that it’s as popular as can be.
But it’s hard to know where to promote it and what to do – particularly for a new blogger. I wish that I had had a content-promotion checklist when I started out as a food blogger; food is not quite like other blogging niches – it’s so visual and inherently desirable, yet you need to market it in the right way to get the attention of those that will most benefit from it. Because ultimately you’re selling the taste of the food, but your audience won’t be able to experience its true deliciousness until they actually commit to cooking the recipe. And they won’t do that, unless you’ve promoted it correctly in the first place.
So here, for your viewing pleasure, is a FREE downloadable list of everything you can – and should – be doing with your recipe post, before, during and after publication.
Before: Promotion within the recipe
Before anyone will cook your recipe you have to convince them to click on it and read it. Then you can ask them to share it on further for you. Here’s how:
turn your headline into clickbait
It’s no good just calling your recipe “Easy Chicken Pasta Bake” anymore – people want more: more information, more from your recipe and more interest from your food. So think about what it is that truly makes your recipe unique:
- is it dairy free?
- gluten free?
- does it only have 6 ingredients?
- can it be made in just one pot?
Then use its uniqueness to really appeal to your audience and retitle it “Easy No Dairy, Six Ingredient Chicken Pasta Bake”. Not only will people click on your recipe rather than the next one (because they know exactly what they’re getting), but you’ll rank better with Google, too.
Include a CTA
Don’t be too shy to ask your readers to take action following a recipe. If you want them to share it, rate it or comment on it – then say so! That way your food is reaching a bigger audience without any additional work on your part.
Click to Tweet
Click to Tweet is a common tool used in article writing (like this one) but it can actually be a valuable addition to a recipe site if you use it cleverly. Try adding a kitchen tip or hack to a tweetable link, such as “Over-whipped your cream? Just stir in a little more runny cream to bring it back!”.
Go on, try it.
[clickToTweet tweet=”Don’t be afraid to use the power of Twitter to help promote your work #promotion” quote=”Don’t be afraid to use the power of Twitter to help promote your work #promotion” theme=”style6″]
Make social sharing easy
Make sure you have social-sharing buttons set up on your blog so that your readers can share your recipe to their social-media accounts straight away.
SEO it to the hilt
I like to use Yoast for my post SEO. If you’re not sure what SEO is, then it’s the means that search engines use to help people find you and your recipes. It’s the difference between you being top of Google and buried deep on page 42, never to be clicked on.
Adding SEO to your recipes basically allows you to tell the search engines what information to display about your recipe and via which keywords you’d like to be found. With a bit of clever keyword research, you can guarantee that when a particular term is typed into Google, Bing or Yahoo, it’s YOUR recipe that comes up first.
Related: How to use Yoast
ongoing: Keep up with the times
Once your recipe has gained some traction, don’t be afraid to jump on that bandwagon and make it work for you again and again:
Update your recipes
If you find a recipe is doing well, then why not make a few small changes to it (like a different flavour combination) and reshare it all over again? Can you repurpose your content to go with the seasons i.e. make sure you post that cookie recipe again at Christmas?
In fact, you should schedule (or remember) to repin and reshare your recipes every month or two if you can anyway, so that they’re always in the forefront of people’s thinking.
Keep on top of food trends
Can you make your recipe gluten-free? dairy-free? If everyone is going crazy for kale, then can you incorporate it into your dish?
Write a Roundup
Why not write a recipe roundup featuring your own food? That way you’re linking from one recipe to another and keeping interested readers on your site. Why not:
- put together a number of dishes in a weekly meal plan for families (don’t forget to include a shopping list!);
- suggest dishes that compliment each other for Sunday lunch, Easter or a romantic dinner
- offer 20 healthy dishes to kick start the year
- pick and choose snacks from your site that could help busy mums with the great lunchbox debate.
- feature your 10 best cookie recipes – even better, ask your readers to vote!
Related: How to Write a Recipe Roundup
After you publish
Email your list / set up an RSS feed
Your greatest fans are…well, your greatest fans! If you don’t want to write a new email every time you publish a new recipe, then set up an automatic RSS feed through your email to let them know about the new recipe on your site.
Related: Why you NEED an Email List
Design custom graphics for Pinterest and social media
As well as the title graphic that you have included in your post (and shared to Pinterest as soon as you went live of course), you should also take some time to design a second and third Pinterest graphic so that you can share it again and again without the same image and text being used each time, and while you’re at it, change the dimensions and come up with an eye-catching Instagram and Facebook graphic too. Then get sharing!
When it comes to graphics for food, people want to know what the final recipe will look like and they want to drool over the dish. Can you add movement to your food in the form of a drizzle of syrup or melting chocolate? Can you capture the freshness and brightness of a stir-fry? Can you zoom in on that oozy cheese?
Take part in recipe-sharing promotions in Facebook groups
Make sure you check the rules and regs before you post, and then share your latest recipe with the world! Don’t just drop a link and run – remember to tell people why they should cook your recipe.
Upload your recipe to Foodgawker/other sites
If you can get your recipes on submission sites then you should be rewarded with an influx of traffic from new readers. Sites such as Foodgawker and Tastespotting accept only the very best photographs (but they don’t check the recipes!) – while others allow you to upload any post you want without approval – so if you’ve got a picture you’re particularly proud of, why not submit it for consideration?
Related: How to Get on Foodgawker
Design an infographic to go with it
For example, if your recipe is for a superfood salad, then why not make a custom infographic that helps people put together their own wholesome salad combinations? Or, follow my lead and create a downloadable guide or PDF to go with your post. Some ideas include:
- kitchen measuring conversions
- dietary guides
- foodie gift lists
- meal-planning templates.
And you can download the checklist here!
So there you have it
Lots of different ways that you can promote your recipes, repurpose their content and make sure that they work for you as hard as possible.
And as we’re all about giving back around here, go on, share your latest recipe in the comments below!