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!

SWOT Analysis of Social Media

SWOT Analysis of Social Media

Did you know that 47% of social media marketers report that the biggest challenge they face when it comes to social media marketing is coming up with strategies that support business goals?

THIS is where the handy-dandy SWOT analysis comes in to save the day! SWOT stands for Strengths-Weakness-Opportunities-Threats, and completing one of these can help you understand how exactly to utilize social media and strengthen your strategy. The SWOT framework is traditionally used to analyze the internal and external factors that help or hurt a business’s success. A SWOT analysis can help you identify key areas within your social media strategies and campaigns that require improvement or tweaking in order to be successful.

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HELP! I Have No Time for Social Media

HELP! I Have No Time for Social Media

Not only can creating a successful social media marketing plan can be hard, but figuring out which platform to start on can be a tough decision in itself. You need a strategy that builds online visibility, increases trust in you/your brand/your product, and also starts meaningful conversations. Authentic and genuine online engagement is critical for business success and long-term growth. In fact, over 30% of the time people spend online is on social media (at OVER 2 hours a day too, which has also increased significantly since COVID-19) so maintaining that active presence is important. And to think that you have to do all of this while running errands, walking the dog, figuring out dinner, taking the kids to school/practice/a friend’s house, and just living your life.  

Have no fear though, you CAN find that time for social media for your business! All it takes is a little bit of planning and the 5 tips below to help you build your social media presence:

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Relationship Building With Your Buyer Persona

Relationship Building With Your Buyer Persona

Warren Buffett’s annual letter to his Berkshire-Hathaway shareholders is considered a “must-read” for anyone in the investment industry. Here at SocialKNX, we think it’s a “must-read” for anyone in marketing too.

When he sits down to write the letter, he aims to make the letter understandable but informative and is careful not to include too much investment jargon that the “regular Joe” might not understand. So, to keep it readable, he writes the letter as if he’s writing specifically to his sisters. He creates that personal connection for them so they feel as if they are truly a beloved asset to the company and not just an investor. It’s like he’s writing them a love letter. 

So how can we take this idea to heart as marketers and create that connection for a prospective customer to a business?

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Why Have a LinkedIn Company Page?

Why Have a LinkedIn Company Page?

Much like any Social Media platform, LinkedIn has evolved. What started as a platform for solely recruiting and networking, has now turned into something much greater than that. As a business owner you need to utilize all of the free, are you utilizing the tools that are being handed to you? 

LinkedIn rolled out with Business or Company Pages in November of 2018, so it is a fairly new resource to using LinkedIn. Naturally, as with all new things, people have questions:

  • Why is it important to have a LinkedIn Company Page? 
  • What are the benefits? 
  • What will I gain from having a LinkedIn account for my Business? 

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Let’s Get REEL: Instagram Rolls Out Reels to Compete with TikTok

Let’s Get REEL: Instagram Rolls Out Reels to Compete with TikTok

Many of you may be rolling your eyes saying, “Who cares?” While the rest of you are intrigued since you are probably among the masses who jumped on TikTok during the quarantine period to entertain yourself after finishing ALL OF NETFLIX. Now we have Reels to test drive. Aren’t global pandemics useful?

TikTok has been in the news A LOT lately with the announcement of Trump threatening to ban TiKTock in the US and telling Microsoft they have a month to buy the US division of TikTok and all kinds of other craziness. Picturing Microsoft users getting on TikTok is amusing in itself. Perhaps the RickRoll will make a comeback after all.  I believe Twitter is now also in talks to purchase TikTok which worries me since Twitter bought Vine before that shriveled …on the vine, I’m not so sure that will go well either. While all the talks and bidding wars go on, Instagram rolled out Reels. Most people had no idea though since it seems to be a feature that is buried inside of stories.

Instagram Reels

Reels has been available for quite a while in other countries, but it began rolling out August 5th, in the U.S. Since I have been one those “over 40” (ok… over 50!) moms who are cluttering up TikTok with our SAVAGE moves and the Cannibal Dance. I thought I’d check out Reels over the weekend. I was sadly unimpressed. I really was hoping it would be more of a copycat app with the fun comedy and dance memes, but it reminded me more of… VINE.

Here are a few of the main points on each so you can consider where to waste… I mean, spend more of your time. Don’t get me wrong, I do see some amazing ways to use these apps for a brand, but it will take some time to sift through all of the 16-year-old dance videos and lots of creativity to create content that is worth sifting for.

TIKTOK:

  • Launched in 2018 and already has over 2.5 billion downloads in the app store—almost a billion users worldwide and 100 million in the U.S. as of August 2020.
  • More users spending more time on TikTok than on Instagram!
  • 60-second videos
  • Mostly entertainment- funny and fashion-oriented video challenges
  • You can view TikTok videos without having an account
  • Standalone app

REELS:

  • Launched August 5th in the U.S.
  • 15-second videos
  • Must have an Instagram account to view
  • If you follow someone’s Reels you will also be following their Instagram feed
  • It is mixed in with Instagram’s main app causing a bit of confusion and clutter with stories, IGTV, and the regular feed all mixed in with Reels
  • More augmented reality filters (aka-deer face and sparkles spinning around your face to mask wrinkles and puffy eyes)
    Instagram Reels versus TikTok

So after week one (and just two videos posted to Reels), I am not seeing much to get excited about yet. I’m sure there will be more features that get rolled out and perhaps it will take a few months for us “older folks” to find out about Reels since it’s buried within so many other Instagram features. Just look at the success (or lack thereof) IGTV has had. It was supposed to rival YouTube and I’ve never met someone outside of those in marketing who understand what it is, how to find it, or how to use it.

TikTok versus Instagram Reels

As popular as TikTok is, it will take a lot for Reels to snag market share. But then again, if TikTok gets snapped up by Microsoft and they blend it with LinkedIn (also owned by Microsoft), Reels could have a fighting chance. I’d better start practicing my SAVAGE moves for Reels now.

Like any new app, I suggest people get on there, poke around and watch a few videos or 87 hours of them (which is what will happen when you first get on TikTok) to see where your brand can find a space to fit in. It feels kind of like a junior high dance… stand against the wall looking awkward. Have a few of the mean girls tell you how old fat and uncoordinated you are and then throw your hands in the air like you just don’t care.

via GIPHY

I’d love to know your thoughts or questions. Let us know if you are creating any Reels or if you find any super creative accounts we can all check out.

@GinaSchreck (on Reels)

Prefer video? Click here for REEL tips from SocialKNX CEO, Gina Schreck!