How to Keep Old Blog Posts Relevant

How to Keep Old Blog Posts Relevant

It’s finally that time of year- there’s a cool breeze in the air, the trees are starting to change, you start to freshen up your fall wardrobe, maybe make a visit to Target or Home Goods to purchase ALL the decorative fall and Halloween decor (or wait, is that just me?!)

Just like your wardrobe and home decor, your blog posts could use a freshening up every now and again! After all, you don’t want people reading your blog post only once before it ends up in the blog post graveyard, never to be seen again. Sprucing up old blog content is key to maintaining your site’s relevancy and visibility over time. Think about it this way- a new visitor comes across your most recent blog post and likes it, so they might poke through older blog posts, too. So, it’s important to update and maintain the quality of those older posts from months or even years ago.

Before you dive into updating your blog, do a quick inventory check of your blog content. Go through all of your old posts and figure out how each one benefits your business and future goals. 

Strategically plan on which blog posts you will focus your refreshing efforts. For example, some posts may be more shareable, have higher conversion rates, or resonate with your visitors more – this includes time spent on a page, bounce rate, etc. So, you will want to focus on posts with higher engagement before posts that didn’t drive as great of an audience. 

Refreshing your old blog posts involves optimizing them to increase the amount of traffic they receive and refreshing the content so that it remains relevant and factually accurate. In fact, Hubspot was able to triple their leads using this exact same tactic! Additionally, freshening up your blog posts can improve your Search Engine Optimization (SEO) since it updates the date of your post on the Search Engine Results Pages (SERP’s).

Blogging

 

Five Tips to Freshen-Up Old Blog Posts

  1. Re-Edit Your Content: Select old blog topics and give them a facelift! Update and add keywords that are high-ranking on Google. Keep in mind though, depending on how much editing you do, it could result in an entirely new post. If this is a direction you’d rather take, link back to the older post in order to avoid duplicate content – duplicate content pages can hurt your search ranking on Google. Re-editing your existing content doesn’t necessarily involve coming up with brand new ideas or adding to your blog posts’ word count. Even small changes can deliver huge results!

  2. Update Content to Make It Current: Especially in certain fast-paced fields, things that were true a couple of years ago may no longer be relevant or may be outdated theory-wise. You will want to be sure you are replacing content that refers to old platforms, theories, practices, or concepts, and replacing it with the most recent information to make your blog post more useful to visitors. Readers are more likely to share your posts on social media and other channels if they think you are an expert in your field or see you as a relevant thought leader in a certain area.

  3. Add, Update or Replace Visuals: By adding more or replacing old visual content, you are making the blog post more interesting and increasing the time someone spends on the page, which will have a positive impact on your search rankings. It’s always good to add quality images by changing out your featured image for example, (here at SocialKNX we love Unsplash and RawPixel!) Depending on what your content is, you may want to consider other engaging pieces of content such as videos, infographics or even polls. Finally, everyone loves gifs! Not only are gifs entertaining, but they can help you demonstrate a point easier and more clearly as well.

  4. Duplicate Content in a New Form: If you have the ability, consider creating video content on the same or a similar topic to an old blog post, then republish it as a new post. Just be sure that your video is relevant, clear, and helpful to your audience. Video content is proven to draw attention and interest faster and longer than written content. Be sure to capture the attention of your audience with a good HOOK. We all know the attention span of online browsers is short, so make sure your audience stays interested throughout your entire video. Also, make sure you are not limiting your audience – include subtitles and transcripts for each video!

  5. Add Influencers Into the Mix: To help spread your refreshed blog post content even more, enlist the help of influencers! You can do this in a variety of ways- reaching out to them directly, tagging them when you share your updated blog post on social media are just a couple of examples. This can even create a potential partnership and expand your audience to include the influencer’s followers as well. Be sure to check out our blog post on How to Employ Influencers in Your 2020 Marketing Mix too for some ideas!

 

Blogging

Refreshing your blog posts can go a long way with your SEO efforts and keeping your content at the forefront of not only your regular visitor but new visitors’ minds as well! 

Here as SocialKNX, our team of digital marketers can help you both create and refresh blog post content! We LOVE coming up with keywords and optimizing your content to maximize your exposure on the web. Contact us today to see how we can help you!

Starting a Blog or Podcast – How Do You Measure Success?

Starting a Blog or Podcast – How Do You Measure Success?

You’re thinking of starting a blog or podcast but you’re wondering how to ensure its success. No one wants to spend the time and energy creating content for a blog, a podcast, a video or social media posts for that matter if it’s not going to be successful. So how do you start producing content and ensure they are successful?

FIRST THINGS FIRST. LET’S LOOK AT THE WHY.

Why do you want to start a blog? Why would you start a podcast? Some are in it for the money. They want advertisers and sales of products from their blog, videos or podcasts. Some want to show potential customers their industry knowledge or authority. While still others create content because they want to leave a mark. They want their family members, for generations, to read their stories or hear their experiences. You need to understand your own WHY before you begin and keep that in the forefront of your content creation journey to stay focused and not be swayed by either shiny objects or other people telling you all the other things you should be doing.

WHAT IS SUCCESS FOR A BLOG OR PODCAST?

This question is hard to answer because it depends on why you are starting the blog or podcast in the first place.

Your consumers are online. I don’t care what industry you are in, people use Google, SIRI, Alexa, Facebook, and everywhere else to get their questions answered. “Google, how often should I drain the water out of my swimming pool” “SIRI where is the best place to find flowers for my mom?” “Google, what is the difference between social media marketing and content marketing?” People have questions and thankfully, most of the time, Google (and other search engines) has the answers.

how to start a business blog

If your business is producing (or creating) content to answer the questions your customers are searching for, it is likely that they will find you online. Now the question is, do you want 10,000 people to read your blog and leave riveting comments or do you want 100 people to find your content and 50 of them want to do business with you? Which blog is more successful?

One person wants a blog that is reaching millions, so she can attract sponsors or advertisers. Another blogger might want to share his story of adoption to encourage another family struggling with the same situation. These two bloggers are measuring success very differently.

A friend of mine creates lots of fun and interesting video content sharing their family’s journey. The purpose was to let others see the personal side of his life while he has other videos that are all about business. If you are having fun creating the content, and you are getting better each time, isn’t that also a success? Of course, it is.

HOW TO START A SUCCESSFUL BUSINESS BLOG

I’m going to focus on a business blog because the ultimate goal is usually to attract new customers. When you are blogging for personal reasons or to encourage others, you will start differently.

For a business blog, start with the top FAQs (Frequently Asked Questions) in your industry. What are those questions that you get asked over and over again? Don’t use industry jargon that only you use. Write the questions the way your customers would type them into Google or speak them into SIRI (even though she wouldn’t understand them).

Now, take each question and write a blog post to answer them. Then turn on that video recorder and create a short video answering the same questions. Now flip the switch on your podcast recorder and do the same. Do you see how that will help you get found? You could be blogging, podcasting, and creating video content on the same topics and they might be found by different people searching in different places. [Read: How to become KNOWN]

HOW OFTEN DO I NEED TO WRITE ON MY BLOG?

Google loves fresh content as much as I love a fresh cupcake! You can’t create these answers once and stop creating content. If you are a binge content creator, it will not be as effective as if you created weekly or even monthly content over a longer period of time. Today’s search engines want to know that you are in it for the long haul and they want to see that you have more than one small articles on a website about a topic. The more content you have answering these types of questions, the more they see you as a reliable resource.

Continue to create different versions of your answers. Create social media posts that ask the question and link to your blog, podcast or video. Add to your original content when you learn new information or have updates for it. Link from one blog post to your video or vice-versa. This starts creating a great web of content that shows your authority on the topics.

HOW DO I GET PEOPLE TO FIND MY BLOG CONTENT?

Once you have created your answers to the most asked questions, now you want people to find it. I’m going to give you the simple overview here:

  1. Tell others about it—email and social media
  2. Make sure you have “optimized it” –SEO elements on your blog content
  3. Tell others about it … again –Repeat all or part of step one.

Most people subscribe to Kevin Costner’s philosophy, in Field of Dreams. That is they believe, “If you write it they will come.” That sadly is not the case. With almost 2 BILLION websites online as of 2018 (according to Internet live stats), and an estimated 152 million blogs (this number is hard to track since Tumblr has stats on this and some websites have blogs that are not always formatted or seen as a blog.) There’s just a whole lot of content out there.

If you want people to find and subscribe to your blog, Google, Bing, Yahoo, and others will certainly help, but you have to tell others about it.

Let your email subscribers know about each new post. Get the word out on social each time you hit publish and then next week do it again, both with new content and reminding them of your older content. [Read more on HOW TO PROMOTE YOUR BLOG]

Watch this and PLAN TO BE FINDABLE BEFORE YOU WRITE


WHAT ABOUT YOUR PERSONAL BLOG, VIDEO OR FUN PODCAST?

So what about that personal content you want to write or create just to share stories and inspiration? Does it matter how many people read it? Not really. Sure, our ego wants the views. Our ego wants to have people share comments on how our writing has impacted them, but if we are creating this content to share from our heart, someone will be impacted even if they don’t stick around to tell us.

I write here for business and then a few years back I started a personal blog (Gina Unplugged), just to have a place to share stories that I want to pass down to my family. I was delighted to hear from people who said they loved one of my stories or they related to something I wrote, but I don’t do anything to optimize these posts and promote them very lightly on social media.

We can’t get great until we get started and the more we write, the better we get. The more we record ourselves on audio for podcasts or on video, the better and more comfortable we get behind the mic and camera.

SO WHAT ARE YOU WAITING FOR?

If you are ready to create content for your business, don’t wait another week. Start writing, start recording and get your business found. If you are just getting started or still feeling a bit intimidated, start that personal blog or YouTube channel just to get those ideas and thoughts out of your head.

For more tips and tools check out our 15-Day Blog Challenge in the DIYsocial community.

If you’re ready to be more strategic with your blog posts, download our BLOG PLANNER to plan your blog topics and SEO elements before you begin writing.

blog planner

Top 50 Social Media Blogs! It’s Great to Be Recognized but…

Top 50 Social Media Blogs! It’s Great to Be Recognized but…

We all work tirelessly in hopes of providing value to our audiences. We sometimes don’t know if it will be met by crickets or applause, but we do it anyway…day after day.

not responding to comments on blog or social media channels

I was excited to receive a nice note that our blog here had been recognized as one of the top social media blogs. Of course, I love to hear that someone saw the content that I have written over the years and found it valuable enough to mention to others, but I get super energized when someone comments and lets me know that I just solved a problem they’ve had in their marketing or that I was able to make something understandable that intimidated them before.

I’ve been blogging for over 10 years between my old company, Synapse 3Di and here at SocialKNX, I also jump on and do regular live video streams to answer questions and teach something, post videos, and tips on social channels and then recently I started a weekly podcast, which is a lot of work but so much fun! So I know that regardless of the recognition, it’s important to constantly put out content!

It’s all about content, content, content! We need to find ways to get our content out to our audiences via writing (blog), video (YouTube, Facebook, LinkedIn, Instagram, etc. etc.), or audio (podcast or even live streaming with audio only). Like I mentioned in my last post [How to get your brand KNOWN], you can be an expert, but if no one knows about you, it is expertise wasted.

So don’t wait another day. Commit to start producing more content and sharing that brilliance with the world. We will be cheering you on over here!

Let me know what questions you’d love to have answered and definitely connect with me on your favorite social channel.

@GinaSchreck

 

Where to Start: How to Get Your Brand Known

Where to Start: How to Get Your Brand Known

getting started how to get known

Perhaps you don’t ever want the fame of Kim Kardashian or Beyoncé, but who wouldn’t want their business to have at least a little of that recognition? Perhaps your brand is Y.O.U. and you want to know where to begin to get your expertise and brilliance out to the world. Remember, it doesn’t matter how brilliant you are, if no one besides your mom knows about you, it is brilliance wasted.

With today’s social tools available and free, there’s no reason we can’t get a slice of that paparazzi pie. It takes a strategic focus, consistency, and it takes being in it for the long game (Think Monopoly…not Go Fish!). There is no easy button, no shortcut. You can write a book or get on with Oprah, and you will still be overshadowed by the piano playing chicken next week. You have to do the day-after-day, consistent work to be known and remembered.

 

If you are just getting started using social media, you might wonder if you are too late to the party. It can feel like you’re showing up to 6th-grade summer camp on day 5 of the 7 days. Everyone has already made friends, practiced their talent show act, and knows where the secret stash of Reese’s Peanut Butter Cups are. This doesn’t mean you can’t get in and learn the ropes and sign on for weeks two, three and four of camp.

 

The good news, it’s very doable. If you commit to doing the work and making friends … you will reach thousands and start seeing your impact.

Here are 7 steps to take TODAY to get your brand KNOWN:

 

  1. Make a list of your top FAQs.

    What are the questions you get asked most often in your business or in the work you do? What do potential customers or clients want to know about your industry? Write them down.
    video and blog content from FAQs

  2. Create short videos for your FAQs.

    Create one, 2-3 minute video answering one of the questions you just listed in step 1. Don’t wait to have these professionally produced. Don’t wait to get your hair done or until you lose that last 15 pounds. Do it TODAY!  Put your smart phone in a simple tripod or even easier, open up your laptop or turn on your computer and start recording. Here are 4 ways to get going:

    1. Record a screen capture video right within PowerPoint? (go to the “insert” link and select “Screen Recording.”) To record right from your computer
    2. On a Mac, you simply open iMovie and hit that record button
    3. On a PC use MovieRecorder to do the same
    4. On any computer you can use a free tool like LOOM to record any combination of your screen, you in the corner, and the audio.
    5. On your iPhone or Android check out VIDEOSHOP for easy editing of short smartphone videos.
  3. Create blog posts for these same FAQs.

    Open a word doc and write the answers to the questions. You might have the exact same thing but it doesn’t matter. Some people like to read and others like to watch videos. You want to cover all of your bases.

  4. Load your videos to your social channels.

    This may seem like something Captain Obvious would be saying, but there are many people who load video or blog content and never share that via social media. Load your videos to Facebook, YouTube, and if they are under 10 minutes, also load them to your LinkedIn profile. Don’t load them only to YouTube and then share the link from YouTube to the other channels. Facebook and LinkedIn want you to load the file natively. Basically, they don’t want people leaving their platform to go to YouTube (It’s like sending people to an Ex’s garage sale when you have the same stuff at your house).

  5. Load your blog posts onto your website.

    You may have to have someone help you with this if you don’t know how …and if you do, be sure to have them show you how to do it. You’re going to be doing this often enough and it is so easy, you should know how to load content into your site.

  6. Load your blog post onto your LinkedIn Profile as an ARTICLE.

    This is simply copying and pasting what you have loaded onto your blog, into LinkedIn as an article. When you post a status update, it goes out to your network, like a Tweet and then it’s gone, unless someone knows to go to your profile and search through “All of Your Activity.” Articles showcase your content in a more prominent way. This is a great way to repurpose your blog post. Don’t forget to add a great image to make it visually interesting.

  7. Lastly, don’t forget to share the link to your videos and blog content on your other social channels.

    Take the links from your website and YouTube channel to share on Twitter and other channels you may be active on. If you are active in a social group, and if it’s appropriate to share your content, do so there. You can add an RSS feed to the bottom of your email signature or a hyperlink to take people to your content. It’s not a one-time promotion. You have to share your content over and over again, week after week, month after month. Not everyone will see your content the first time you share it. [read: Starting a New Business: What you need to know about marketing it]

 

This may seem like a lot of work, but keep in mind, the Kardashians weren’t built in a day. It takes time. It takes doing at least one thing each week to get your brilliance out for the world to see. Don’t look for shortcuts. You want great content that provides value for your target audience. It only comes from you getting that out of your head and sharing it via writing, speaking, creating content … week after week! You can do it! I’m cheering you on.

 

I’d love to hear from you and have you share one thing you are doing this week to get your content out to the world. Connect with me on your favorite social channel or right here in the comments.

Gina

@GinaSchreck

Stories of Wine and Marketing: The Power of Storytelling

Stories of Wine and Marketing: The Power of Storytelling

Stories in marketing

Do you remember when you first learned the power of storytelling? I can still remember the excitement in preschool, as we would grab our little mats and sit on the floor to hear Miss Maria spin her storytelling magic. Leaning forward on our little elbows we were pulled into the story and when she was finished we got milk and graham crackers (this is probably why I really loved story time). Everyone loves a great story. A story can transport us to faraway places, or a story can help us find the common ground we share with someone, allowing us to like them or trust them a little more.

I’ve spent the past four days in Sonoma County with a group of friends, touring the wine country. We visited three vineyards and tasting rooms per day, each offering a very different experience. At the end of each day, our group of 7 would discuss our favorite wines, our favorite locations, and which wines we purchased. We talked about what made each our favorite and we found there was a definite connection between the experience that was created during the tasting and the amount of wine purchased. It came down to the power of storytelling. The stories that were shared pulled us in, causing us to feel connected to the family or person that started the winery. The stories brought a familiar feeling and likeability factor.

 

Here are a few examples:    

Storytelling at Christopher Creek

Liam’s storytelling style was like that of an old friend. Comfortable. Easy to listen to. Like a soft flannel shirt (which he happened to have on) He told us the stories of the Italian families that he grew up with and eventually partnered with at Christopher Creek. We learned about how they snuck wine out to families during the prohibition by having their 12-year-old son drive the wine into town because no one would suspect a 12-year-old of smuggling wine to others. Liam told us about his 8th-grade girlfriend (of two weeks) that he now gets grapes from in the valley. He was funny and drew us into his stories of wine making and even his dream of owning an Irish Pub someday.
Stories in marketing

 

Storytelling at Toad Hallow

At Toad Hollow, we heard a different type of storytelling. This was not so much the actual stories of the families who started Toad Hollow, but of Dr. and Mrs. Toad and their friend Mr. Badger who decided to make great wine together.  We did learn that Robin Williams was the founder’s half-brother, and Ricardo, the storyteller in the wine-tasting room, told us the story of two French toads through wonderfully illustrated paintings that are illustrated on each label. That was when we got a little biology lesson, learning the meaning of AMPLEXUS, the name of one of their sparkling wines.

Stories in marketing

Storytelling at Ferrari-Carano 

Jessica was one of our favorites. She told us stories of the owners at Ferrari-Carano (who also happen to own hotels in Vegas and Reno and  Vegas, she taught us about each of the wines and how the drought affected each of them, and she had us laughing and having a great time.

Marketing story

A couple places we visited had lovely gardens, wonderful wine tasting rooms, and some even had good wine, but what was missing was great storytelling. No story time…no drawing us in to feel a kinship. These folks missed a huge opportunity. We didn’t learn about the family that ran the vineyard or what made them unique from the hundreds of others in the valley. The folks at these stops didn’t educate us on the different wines or entertain us with even a single story, and at De La Montanya Winery, the young lady didn’t even ask for a sale. I left craving graham crackers!

So how can you share more of your stories with your audience? Do you have photos of the “early days” or can you perhaps interview one of your early clients or a team member who has been with you since the beginning? Find ways to share stories that help educate your clients or customers, and don’t underestimate the power of those stories in your marketing. They cause people to lean in wanting to know more about you. They help your potential customers find that common ground that trust and likeability are built on.

I’d love to hear your STORY! Tell us how you use stories in your marketing or if you have a great example of a brand that uses storytelling brilliantly in their marketing…do share. We’ll have graham crackers and milk after!

storytime with crackers and milk

Need some help developing your stories? Download the “What’s Your Story” worksheet to work on crafting your own marketing stories.

marketing storytelling

 

@GinaSchreck