Why You Should Update Your Blog Content

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Change is the only constant. – Heraclitus

Let’s face it, today content is money. Blogs are content engines for most writers. They’re integral parts of our branding and marketing. (And if they aren’t, you’re doing this wrong.) But so many field experts simply puke their content onto the digital page, promote the crap out of it, and then never look back – an act that is almost as bad as not producing content at all.

Here are 5 reasons why you should refresh old content on a semi regular basis.

  1. Google loves a shiny new thing.

That Google prefers regularly updated content is proven. There are dozens of studies to back up the validity of my statement. Here’s one. Everyone know that if Google’s affection with your blog decreases, it can be damned hard for you to win it over again.

Why does Google get giggly over new/updated content?

  • Updated content is longer. You know the old adage: size matters. Well, for Google, size does matter. Lengthier content regularly published indicts to Google little bots that you are a substantive and knowledgeable field expert.
  • Because, as we’ve pointed out, content is king, content is cash, and if Google likes anything it likes to be king of the cash.

Changing, adding or removing parts of your blog posts are ways to effectively implement your content marketing strategy.  Google notices your savvy ways and bumps your ranking. Pretty good deal to get immediate rewards for just giving your content a tune-up.

  1. New stuff, am I right?

A lifetime promotional deal is not really a deal when you get right down to it.You are a business. Your content is often a large part of that business. And when your business introduces new promotions like an ebook or a video course or a new blog post, you must link to it in the old content. It’s called working smarter, not harder to reach your readers.

Not being timely with your updates can equal losing moolah, and sometimes it isn’t chump change.

But it isn’t just new stuff you need to be concerned with. You also need to go back and eliminate old information, products, or posts. For instance, one of my books went out of print a couple of years ago. It didn’t make sense to have broken links to a book that no longer exists. So I needed to go back through my content and make sure to remove those links and clean up any promotions of the product from my site.

  1. Readers’ time is valuable.

Don’t waste your reader’s time by talking about something that no longer exists. You’ve been a reader; you’ve been to a site that all the information is old, links are broken, and nothing is updated, right? Bet you were frustrated. Bottom line: it’s never good to frustrate your audience (a.k.a. your buyers).

Making old content go poof is the easiest way to show your readers your care about them and their time. While it’s true people remember negative impressions more than positive ones, never giving them a negative impression certainly makes it easier for them to remember a good one, right?

  1. Constant evolution.

Content, information, is constantly changing. Forget a better user experience…who wants to be the person with the old information?

We all write dated material. There’s nothing wrong with that (although you should try to keep dated material at a minimum and balanced with evergreen material). Writing a brilliant article about “The Best SEO Techniques in 2016” is all well and good except, before you know it, it’s suddenly 2017 and that article is old news.

Change it up. update it by replacing 2016 with 2017 through little tweaks in content (like new links and research material) and the different images. One, using updated and different images should be a staple to marketing any product or content. You never know what will catch different peoples’ attention. Two, you may find a better image than the one you originally used. There is nothing wrong with going “Oh hey, yeah, that works so much better!”

And what happens if your whole brand underwent a change? If you had old screen shots or logos in your content, you will definitely need to update those.

  1. In with the new readers.

Q&A time: How often do you personally scroll back through a blog’s content just to find what that field expert may have posted 5 years ago when they started their blog? Okay, I don’t know about you but I rarely go back more than a few months to a year to see what I might have missed. Unless that business posts their old material (which you should be doing btw) regularly, it just isn’t prudent for me to waste my time. But think about this: what if half of all your new readers really really need to see some of that content? You know, it’s just perfect for them; just what they are looking for.

The whole point of generating content is to build your expertise with readers. If they don’t know you’re an expert simply because they don’t have time to dedicate to stalking you and your product, how are you supposed to be considered an expert?

 

Look, it’s important to update your old content regularly. Secondly, it’s really not that difficult to do. And, third, you’ve put this much work in making yourself more viable to your audience (you know, like reading up on how to be more viable to your audience in this blog post) so why aren’t you?

 

Image of a redheaded woman in a black leather jacket. She has her hands held up in the American Sign Language sign for 'I love you.'BC Brown is the author of three novels and has participated in multiple short story anthologies. Having committed almost every ‘bad deed’ in the book of ‘How to Be An Author’, she now strives to educate others through humor and simple instruction.

Books: A Touch of DarknessA Touch of Madness ◘ Sister Light (out of print)
Anthologies: Fracas: A Collection of Short FrictionQuixotic: Not Everyday Love StoriesA Chimerical World: Tales of the Seelie Court

Coming Soon: Karaoke Jane

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What Consistency in Social Media Marketing Really Means

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Black and white image of a woman holding her ears and smiling.
“Don’t build links, build relationships.” -Rand Fishkin

Consistency. It’s the $65,000 word when it comes to social media marketing. Readers/fans anticipate that once they start hearing from you, they will keep hearing from you. And it’s your job to continue to deliver.

At a recent book marketing lunch, several authors bemoaned the necessity for social media marketing. They had tried it; it didn’t work. They would rather invest their time in actually writing instead. Getting into the discussion further however proved why the authors had such dismal results.

Boring consistency

Yes, it’s necessary to be consistent when interacting with readers/fans on social media, but consistency doesn’t mean the same ol’ same ol’ all the time. When poked, the authors admitted they shared the same thing every day, never fail. A blog post shared every day, a promotional item after that, a picture about their lunch or a place they visited followed that…rinse and repeat and repeat and repeat.

I got bored just listening to their social media marketing. Consistency isn’t about the same schedule held daily. It isn’t about the exact same post shared regularly. It’s about interaction. A good social media marketing campaign has variety. There are sometimes weeks where I don’t share a single blog post or a note about my books. There are some weeks where all I share are Star Trek memes and pictures of my animals. Sometimes I share them on the same schedule I usually do, and other times I decrease frequency. What is important is that I don’t disappear; I still have a presence. On top of that, I make sure to interact with others, participate.

Consistency in social media marketing isn’t just about what an author puts out in the world, it’s more about how well they play with others. That includes dialogue and discussion, sharing.

Patience is a virtue

The next item discovered at the book marketing lunch was how quickly authors abandoned their social media marketing. One author shared that she consistently posted to social media for 3 whole months before she called it quits. Another mentioned how he tried it for about two months and saw zero results so he quit.

A common misperception with social media marketing is that it is either quick or easy. It is neither. A good social media marketing campaign requires a minimum of 6 months of careful planning and study, adjustments and interactions to be successful. Even 6 months would be expectant. The fact is, social media marketing can take a while to bear any fruit, and then it may not be what most authors expect.

Another man’s treasure

Social media marketing isn’t about sales. That’s right, you heard me – it isn’t about sales. It isn’t even about followers or clicks. Although followers and clicks are helpful – but not in the way you might think. Followers interact with you; clicks mean you’re offering those followers valuable information. Basically, it’s about the relationship you build with others. It’s making friends. Friends aren’t sales. They can equal sales, but that’s not the real reason for it. And if it is the reason you’re doing it, well then you aren’t being very genuine anyway.

After a little more discussion, the importance of social media marketing seemed to become apparent to, at least, a few members of the group who previously wanted nothing more to do with it. With a little added guidance, many have started reconsidering their social media campaigns. A few have even started small in re-engaging with people through SM. What’s most promising is seeing the inconsistent consistency they’re posting with and starting to see some results from…I mean, who wouldn’t thought?

 

A woman with red hair styled into a sleeked back pompadour. She sits, leaning her face on her left hand near the temple. She is wearing a silver, antique choker chain with an antique locked of Celtic design. She has on a black and white Houndstooth vest. There is bright sunlight streaming in through a glass door behind her. She smiles faintly, and has green eyes.BC Brown is the author of three novels and has participated in multiple short story anthologies. Having committed almost every ‘bad deed’ in the book of ‘How to Be An Author’, she now strives to educate others through humor and simple instruction.

Books: A Touch of Darkness ◘ A Touch of Madness ◘ Sister Light (out of print)
Anthologies: Fracas: A Collection of Short Friction ◘ Quixotic: Not Everyday Love Stories ◘ A Chimerical World: Tales of the Seelie Court

Coming Soon: Karaoke Jane

 

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