We’ve been getting a lot of questions about Tumblr lately, and with the announcement of an analytics platform being fully released in November, we thought it was time to provide some tips and best practices. For a general overview on Tumblr and how brands are using it, check out a previous Location3 blog, “Tumblr: Is It Right for Your Business?”
1. Use Photo Posts When Possible
UPDATED: Section updated after meeting with a Tumblr brand strategist and getting some first hand tips. Thanks, Jeff!
You can choose from several types of Tumblr posts, each with their own features and benefits. The photo post displays images in an aesthetically pleasing way, however, it does not have a title. Using a text post will allow you to still post photos along with text, and includes a title where you can insert relevant and high volume keywords. Yet, the photos do not display as nicely. We recommend using text posts as much as possible, unless it makes your high quality photography look poor. Additional posts types are quote, link, chat, audio and video. Only link posts and chat posts allow you to add titles.
There are seven types of Tumblr posts you can choose from.
We originally recommended using only text posts due to the ability to add titles, and thus, include more high-volume terms. However, after some discussions with Tumblr and more investigating, we would like to modify that recommendation. Due to the nature of Tumblr, photos really are the most appealing and engaging types of content to use. While they do not include a specific title area, you can affect the page title modifying the URL (see Tip 3 below). The terms you use for the URL will be translated into your page title.
For example, the title for this blog http://blog.warbyparker.com/post/33658946101/graphic-designer-chase-kettl-created-these is “Zagg Pepper | Graphic designer Chase Kettl created these.” While it’s not the most SEO friendly title, it does have the capability of including keywords while maintaining the high quality visual experience.
2. Ask Questions & Enable the “Ask Box”
You can choose to answer questions publicly or privately when users ask you a question in the message box. Since Tumblr does not have a comment functionality like other blogs, this is the only way readers can get in touch with you.
You can ask questions by ending a post with a questions mark, this gives you the option to “allow people to answer.” The answers would be stored with the post similar to comments on Facebook posts.
3. Leverage Tagging & Customization Capabilities
Include relevant, high-volume keywords in tags, custom URL and title, where possible. These words should relate to your brand, your products/services and any similar topics that are included in the posts.
4. Make sure the Search Engines See You
In the settings section of your Tumblr, make sure to check the box for “Allow search engines to index your blog.” If you do not, no matter how many reblogs or traffic you get, you will never rank in Google, Bing or any other engines.
Make sure to check off the box that allows search engines to index your Tumblr blog.
5. Keep it Short and Sweet
Short posts heavy on visuals. There are no character limits like on Twitter however it is still micro blogging, keep your posts punchy and quick to read.
6. Engage with Others
“Like/Heart” and “Reblog” other users posts. This shows you are active and want to engage with other users. This also gets your account name in more places. Follow influencers in your vertical.
7. Add the Tumblr Bookmarklet
The Tumblr toolbar addition, Bookmarklet, allows you to post from anywhere on the web. Be sure to give original credit. You can also post from the mobile app.
Add the Tumblr bookmarklet to easily share for any webpage.
8. Get Listed in the Tumblr Directory
List your Tumblr in the official directory by either asking your followers to recommend you on Tumblr Tuesday or you can pay to be a feature blog.
9. Queue Up Posts for Increased Efficiency
Tumblr’s scheduling feature isn’t as robust as other blogging platforms, but you still have options for creating drafts and scheduling posts to assist in managing time and resources. Publishing options are:
- publish now
- add to queue (you set when and how often queue pushes live)
- publish on…
- save as draft
- private
10. Cross-promote and Repurpose
Cross promote posts throughout your social networks and drive traffic back to your Tumblr. Make sure, however, to treat each social network differently but posting an original message on each. Below are some ideas for cross promoting and repurposing content:
- Twitter, Facebook, Google+, LinkedIn – Repost on Tumblr some of the best replies you are getting for a question that you asked on these social sites.
- Instagram – Post some of your better photos from Tumblr onto Instagram, driving followers on both networks.
- Pinterest – Because Tumblr is a picture-based blogging platform, images from your Pinterest account translate extremely well into Tumblr posts.
11. Measure Success
Until the new analytics platform is released next month (and maybe in addition), make sure to add Google Analytics to your Tumblr to view traffic, keywords, referring sources and other metrics. Note that the engagements that make Tumblr unique–reblogs–will not show up in Google Analytics.
12. Expand Your Reach
Tumblr offers sponsorships–Radar and Spotlight–that help to increase reach of your account and drive impressions and followers. More information on sponsorships can be found here: http://www.tumblr.com/sponsors or your Location3 rep can assist with providing more information.
Thanks to Project Manager Nicole Whiteley (@NicoleKWhiteley) for putting much of this information together.
