I’m running behind on my editorial calendar once again, but this time it’s not because of a hurricane it’s because I was traveling and had the great opportunity to connect and teach. I did manage to get one post written and published before I left, but not enough.
Among many other great topics the SEO Essentials workshop I taught last week has a section about blogging. The session contains tips on how to write good content, where to find ideas, and how to distribute what you write. I think I need to add some commentary on the importance of setting a schedule and sticking to it.
Sometimes the best way to teach is to share our mistakes. So in the spirit of sharing, I have a confession to make. I underestimated the importance of posting an article on a regular basis and more than once a week.
A few weeks ago I ramped up my efforts and became a writing machine. Not only did I work hard to make sure the articles were optimized for search engines (after writing them with people in mind), I was diligent about promoting the content through social networks. Needless to say I was thrilled to see the graph’s in Google Analytical and HootSuite reflect an increase in both traffic and engagement.
I thought that one post for the week would carry me and somehow new readers would miraculously find me. In reality you can only promote the same piece of content a couple of times, unless you’re a famous blogger (and even then I wonder), before it goes stale. And if you’re a new website the only way you are going to be found in the search engines is to generate new and valuable content on a regular basis.
As an SEO instructor, I should know that better than anyone. It’s easy to use the excuse that the ‘cobblers kids have no shoes’ or ‘other things are more pressing,’ but with the importance of content to both social media marketing and search engine optimization creating and promoting good content isn’t an option. If you want people to find, trust, and follow you, your content platform and marketing is key to a successful search engine marketing strategy.
It’s actually been a fascinating mistake.
In addition to the dip in traffic to my blog, I also saw a slow down in the pace at which people were following me on Twitter and fewer searches reaching me on LinkedIn. If I was ever a doubter about the impact of social media marketing, I’m a complete believer now. I guess there’s nothing like experiencing something first hand.
SEO training takes place both in the classroom and in real life and we can all learn from each other.
I know I’ve learned my lesson and my New Year’s resolution starts today and it’s to practice what I teach.
Here are some great tips from the MarketingSherpa blog about re-purposing content
What is one of your biggest lessons learned?