July 19, 2024 This Week's Top Marketing NewsHow To Reboot Your Old Content (and Create Future Treasures)Most content marketing strategies begin with an endless stream of content topic ideas. You masterfully create world-shifting content about all your customers’ biggest problems, thought-provoking opinion pieces, and insights into your brand story and company culture. The problem is that this stream of ideas eventually slows to a measly drip. What do you do then? Everything evolves. Your industry, business, team, and even you will evolve. Think about the current state of that blockbuster blog post you wrote before the pandemic that was a smash hit with your audience. You can attribute at least 4 great customers from the insights in that post. Does that blog still perform at a high level or did it level off (or even fade) over time? Chances are the latter, which is why it’s a great idea to run a content audit and find opportunities to reboot old content into a rejuvenated version that echoes the same message but is updated to include new insights. Fish Food:
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One of the most common questions we hear is: “Is blogging still a good thing to include in our marketing strategy?”
Next to email marketing, blogging is one of the most impactful tactics that should be part of (nearly) all marketing strategies.
Blogging is one of the rare marketing tactics that serves multiple purposes. They are a natural way to add more keyword-focused content to your website to increase organic traffic from being indexed by search engines. They are also a fantastic way to give site visitors information about how the products and services your company provides can help them overcome their problems or give potential employees a look at what it’s like to work for you.
The thing is, blogging is not for the faint of heart. It takes planning, time, and effort even if you’re leveraging the assistance from others outside of your company.
Here are the top 5 challenges marketers face with content marketing:
The overall goal of blogging is to create content that site visitors want to read and engage in a way that the search engines’ algorithms rank well for the keywords you’re targeting to get in front of the ideal audience. It’s a bit of a balancing act.
Here’s a list of 13 Tips on Writing Blog Posts that Rank on Google:
Fish Food:
The investment you make in blogging can be fruitful or a complete waste of time. It all depends on how you approach the process. This list of tips is a fantastic checklist you can use in your blog content creation process to make sure that you’re hitting all the right elements so that blockbuster post will be loved by both humans and robots the same.
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Yes, everyone knows about ChatGPT but what you might not know is that there are other AI tools out there that can drastically improve your content creation efforts. Rather than being the front door to AI like ChatGPT, these tools are built to perform specific tasks while leveraging artificial intelligence. Here are a couple of our favs:
Check out the full article for the remaining list of AI tools.
Scammers have found a new way to make you want to pull your freaking hair out. The Google Business Profile (GBP) platform has a “Suggest an Edit” feature that allows any user to edit the map location for any business. The kicker is that the GBP owner is not notified that someone suggested this edit and it’s often not known until the phone stops ringing and you finally figure all of this out. This all happens on the very same platform that forces business owners to submit a vile of their pet’s DNA to verify they are a legit business.
The suggested fix is to log into Google using an email not associated with any GBP account and move the location pin back to where it should belong.
Let’s hope Google checks its suggestion box soon and takes care of this one.
Your services page should be a mini sales page on your website that answers questions your potential customers have when visiting your website. The information presented should excite the buyer about talking to someone and provide enough education to get them near the final stages of the buyer’s journey.
Unfortunately, this is often overlooked when most websites are built. Services pages are overloaded with features about the product with an occasional mention of benefits. Most of the information is the same old boring copy that can be found on 90% of the other websites.
This is good news for you. With a bit of elbow grease and a dash of creativity, you can create a services page that will educate website visitors and fast-track them to engage in a sales conversation with you.
Here are 4 questions you need to ask on your website services page:
Most companies have more than one service. It is recommended that you create individual services pages for each service but you can try to cram it all together into one page if you dare.
Fish Food:
A great services page is a blessing to all those who are not the best salespeople or do not want to waste time on the phone or in meetings trying to educate people on things that they are going to have to go home and think about. It should answer all the common questions and provide the foundation for you to let your charming personality seal the deal.
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