A professional blog post is a key part to your online social media marketing. But just writing a good blog isn’t going to bring many new clients to your door. You need to know what to do with your blog post after you hit publish.

Your social media marketing plan relies on well-made custom content. That could be creative Instagram photos, live tweeting, periodic AMA sessions (Ask Me Anything) on Reddit, or checking in to events on Facebook. But for almost every business, it also includes publishing well-written blog content to answer potential customers’ questions about what you do.

Whether you spend the time to write your professional blog posts yourself, or hire a ghost writer to handle creating SEO-rich content for your business, you want to get a return on that investment. Doing so depends on making the most of your blog post through strategic use online, and with your clients and leads. Here are some strategies for what to do with your blog post after you hit publish.

Share Your Blog Posts on Social Media

Your blog posts are only as useful as the number of people who read them. You can increase online readership by sharing your blog posts on social media. If you are using WordPress or a similar Content Management System (CMS) you can install a plug-in to automatically share posts as they go live.

But not all social media content is created equal. Creating click-worthy social media posts is a bit of an art. Each platform has different strategies to maximize your click-through rate. Prioritize the platforms best tailored to reach your ideal clients and read up on posting strategies including picture size and orientation, #hashtags, posting times, and frequency. If it all seems too overwhelming, you can also hire a social media specialist to improve your online presence.

Re-Share Old Content When It Becomes Relevant

Sharing your blog post isn’t a one-and-done activity. Each post can be shared several times with lead-in content focused on specific types of clients or questions, different #hashtags, and new imagery. Your social media strategist can help you plan how to spread these social media posts out throughout your week, and integrate them with cultivated content, to make the most of your social media efforts.

Your blog posts still have marketing potential months, or even years after they were originally published. If you have “evergreen” content, like a summary about a particular area of the law, or a checklist for holidays or back-to-school, this content can be reused each time the calendar comes back around to the proper season.

Fair warning though, if you are going to reuse old content, make sure it is still up to date. Changes in the law, recent cases, or even society trends can make your content stale, and could put you at risk for distributing misleading content.

Create a Newsletter for Your Email List

Not everyone spends their spare time on social media. If your core clients and referral sources pay more attention to their inbox than their news feed, your social media strategies should do the same. Online services, like Mail Chimp or Constant Contact, can convert your blog posts into an eNewsletter to reach your entire email list.

As with other social media strategies, there are strategies to make your email newsletter stand out, and avoid getting marked as spam. Talk to your marketing strategist about subject lines, images, and posting times to reach potential clients when they are ready to click through and read your content.

Send Links to Existing Clients with Questions

Published blog posts aren’t just for potential clients. Many of the best professional blog posts answer questions that come up everyday in consultations and client meetings. So why not make use of them to answer those questions? You can send links for these core blog posts to existing clients when they are faced with legal questions. You can even print the posts out if your clients would respond better to having something to take away from your office.

A professional blog post is worth the time and money because it connects existing and potential clients with information and demonstrates your expertise. But to get a return on that investment, you need to do more than write posts. What you do with your blog post after you hit publish will make the difference between new customers and unpaid bills.

Lisa Schmidt is a writer for Legal Linguist in Ferndale, Michigan. She provides ghost writing and blogging services for lawyers and small businesses. If you need help creating content for your social media marketing efforts, contact Legal Linguist to schedule a meeting.