Another week has rolled by again, and its time for another edition of our weekly digest. This week we focus on the why, when, and how of republishing blog posts and other fine articles.
Let’s dive in.
Pandemic Not Time To Cut Advertising, Marketing
With the economy in decline because of the coronavirus pandemic, millions of people forced to work from home, there is an expected fear in business owners to pull their marketing and advertising budgets.
- Cutting your digital marketing and advertising spend during the pandemic is not a good idea.
- It is important to stay ahead of your competition, keep your brand alive, and gain the marketplace’s trust during these times.
- With the economy in decline because of the coronavirus pandemic, millions of people forced to work from home, there is an expected fear in business owners to pull their marketing and advertising budgets.
- With this mounting fear, the relentless bombardment of this single-focused issue, the mounting fear is whether a business will survive during this state of emergency.
To Avoid Burnout, over Prepare and Plan Proactively
Marketing is no longer about billboards and advertising in the digital age. It is becoming very data-driven as people use search engines and digital channels to help navigate their day-to-day work.
- I loved the human element of marketing, but I got so focused on what search engine optimization gurus were telling me about keyword research and data that I veered far away from creating content and a web experience that was human-centred.
- I understood their businesses so well that it helped me create a solid content strategy: a demand gen engine that is still running today.
- By building a community of inbound marketers, they could create not only a memorable campaign but also an entire discipline of marketing that has created a successful software company.
- A successful blueprint for a campaign would be persona-centred, contain SMART goals, align to that persona’s Buyer’s Journey, and leverage many channels and mediums to engage that audience.
- For example, if the goal was to drive more leads for your company’s marketing technology platform, you’d start by defining the exact goal of the campaign, leveraging existing data where possible to set a SMART goal.
The Why, When, and How of Republishing Blog Posts
We republish articles to remind our audience of good advice that’s still valid and relevant. We get more mileage out of the pieces with less effort than writing a post from scratch. It’s a win-win for our team and our audience.
- When the original post gets little traffic from search (science) or the information is no longer relevant or accurate (art).
- Keep the original URL and publish an updated post with a new URL when the original post gets substantial traffic from organic search and the information is current.
- Keep old URL if the original post gets a lot of organic traffic and info is current.
- New post with a redirect from the original when the outmoded post still gets search traffic
Changes to Google Impacting Your Digital Marketing
Note these changes that are impacting your digital marketing.
- We don’t know yet if reviews made now will become visible once Google lifts their current restrictions.
- The capability of dealers to reply to their Google My Business Review has been disabled, too.
- One of the most significant changes that Google has made to your My Business profiles has been to remove Q&A capabilities from your profiles altogether.
- Since dealerships are not health-related, we can expect delays in adding and claiming new listings, and getting listing verifications.
So that’s it for this week, folks. I hope you’ve been able to get one or two actionable tips that you can put in place in your business today. Till next week. Stay safe.
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