Content Marketing – Reusing Old Content

Content Marketing – Reusing Old Content


So I posted something on LinkedIn asking for
people to comment about business entrepreneurship, sales marketing. If you have a question, we’re going to do
a weekly Q and A. (singing) So when I was looking at this the question
that I had before we can lay out the dates, how fast, like the first, the first phase
of the social campaign. I think we had six. Let me pull up that spreadsheet. How fast do we want to pump these out? Are you guys okay with doing two a week? Should we do it weekly? Because that’s just going to affect the … So
like the first phase has one, two, three, four, five, six. First face has six, second phase has two,
four, six. And then the third phase we’re going to be
just reposting. There’s only one that has to update. Two, four, six, eight, 10, a 10 on the third
phase. So if we do two a week then I can work backwards
from that and we’re gonna want the … We’re going to do the white paper at the end of
the posts, right? So we need to have the white paper actually
done for these blog posts, go out to the white paper, needs to be done before the blog article. Got it. Done but not done and posted. We won’t post the white paper because there
are going to sign up to get that. So then the white paper, since it’s not going
to be posted, that can be done on … It’s not set to a specific day of the week. Right. That can be done on a Monday versus a Friday
versus a Wednesday. It doesn’t really matter. Like if if you, if you gave us like if we
could have a schedule and say we’re gonna make this white paper be done by, you know,
February. I’m just making up stuff. But if it was done and you said February fourth,
that way we could know, okay, well I have to have that done because the next posts are
going to start going out then . Because if we’re doing two a week, we’re going
to want the first three probably done at the same time as the white paper or like within
the next day after, because that way we can plan it out and then start working through
the rest of them. The first social post goes out the week of
the 11th since you guys were at the show next week, so then by the 11th if we do that then
we will. Then next week we would have to do the white
paper plus four blog posts. Right. Can you do that? Can you get a white paper and four, all those
four blogs done? Yeah, that’s what I gotta look at. If we were able to get it done next week,
then we would say, we want it to be like Wednesday, Thursday, so posts for the blogs or we want
to be Tuesday, Thursday. Let me just work through these dates so I
can get a … so i can know when that second one will be. Two, four, six because there’s eight of them
in the first phase, eight articles and then every Tuesday and Thursday after that, and
I’ve got this on a spreadsheet and I’ll post it for you guys and it’s got the title and
the original publish date and all that stuff, so I’ll post it in for you. It’s not going to be on the the content calendar,
like what you guys already have. It’s just going to be a different spreadsheets
specifically for this. Yeah, that’s fine. Yeah, that’s good. And then I’ll just finish out the third phase. What Is that. So the third phase, the third phase will be
easy because none of these are, there’s only one rewrite. Yeah, I’ve got that as for each of your items,
when you listed out that the blog titles, I put a column next to it and says either
update blog or update CTA, so that way we know what we got to do. You guys getting hit with that snow in that
cold snap? Yeah. I saw a post, I mean I don’t know if I should
believe it was on Instagram, but it was a picture that says Chicago was colder than
the planet Mars, so I don’t know if it’s true, but I know that on Tuesday, my sister texted
me and said that it was, her car said negative 25 and the wind chill was negative 52. We had a potential client in on Wednesday,
here and they’re from Michigan and they had to fly out Tuesday because they knew they
couldn’t leave Wednesday. All their stuff was closed, too. All right, so the last one is going to be
done, because if you guys get it next week, you guys should have be done reviewing it
by like Tuesday of the following week. Right? So we’ll do a publishing goal of Wednesday. I mean, nobody’s going to see it. It’s not going out anywhere. So I’m updating the content calendar and I’ll
post it to, I think it’s route 13 now. We could just do it as a pdf, if you wanted
to be able to download it or you could do it as a website page that’s private to where
it’s not published for people to get to. Where it’s not published to the public. It doesn’t matter. It’s just something that if that doesn’t get,
you know, that means I need to have that lean. Yeah, well we’ll do it as a pdf because I
think people like downloading them. And then it just, it pops right up. Right. And I usually, like if we make it, if you
do that, could you do some kind of nice … Header or something? Yeah. That has at least has our logo and you know. Yeah, we can throw around it and a footer. That’s no problem. I’ll do it in Word and then once you guys
give the approval then I’ll have us throw it into a pdf and like organize it. Yeah. And so correct me if I’m wrong, the white
papers for these three are basically taking over the white papers that we had to do. The titles we already have in the content
calendar. So then what do you want to just do the other
three that we’re going to do one in February, one in March, one in April. Do you want to just do those as white papers
instead of two case studies and one white paper. So we basically got six more pieces of content. Six more white papers, three of those are
for the social campaign. Three of those are just the standard. I’ll figure out, based on the dates. I’m going to have to reorganize this to put
these in between. All right, so I’ve got these dates in here
and I will confirm looking at the blog posts to make sure that there’s not, that all the
dates line up and they’re not going to close together. Yeah, we should be good. Good to go. That answered all the questions I had. So let me just confirm these dates against
the blog posts and then I’ll upload this right after the call to teamwork and you guys can
get a copy of it and I’ll pull up the spreadsheet too, with a social campaign details. It will only look within your website, but
it basically look for that phrase and say, here’s all of the pages of this website that
have that phrase in it. Yeah, so it wouldn’t search. It wouldn’t be able to do your subdomain,
your blog. It wouldn’t be able to do any of our blogs. Yeah, and that takes like literally six seconds
to add on. It’s already a built in feature. We just have it off. Yeah. So it’s all it does, is it looks into the
site and then it gives you results, kind of like how a blog post grid would be. Where it’s like, here’s an excerpt, here’s
the page, and then you can click on it and it takes you to that page in your results. It would just show, it would just index any
page that has it and it shows you a little blurb from that page, I believe. So, and I think that hubspot already has it
built in, do they not? Do you know if your blog already has it? I think you can go down and say like engineering
and it would bring up all your engineering. Like a category? Like you can choose the tags but you can’t
do like a search though. Let’s look at that because that’s really where
the rubber’s gonna meet the road is on the blog and that should be built in. It’s just whether or not it’s on and then
adding Facebook and Twitter. That’s super easy. So I’ve got your back end of the site up. I’ll throw those in, right when we get off
the call. Okay. Well, hey, you guys have safe travels out
west. Bring back some warm weather like that. That’s where when I’ve said to you before,
my day kind of gets away from itself. It’s things like that, like this is super
easy to do what they’re asking, so I may as well just do it right now, right. That’s where days can get a little crazy. Like I was saying today, like just a lot of
stuff piling up. Twitter. Do people still use Twitter? I say that to everybody. Every single person. I said Twitter is irrelevant. I think companies that are going to a trade
show want to be able to say, #thetradeshow, so it’s like the traditional way of doing
it is people do like, oh, here’s a post. Send it everywhere. That’s what they’re doing. 134 followers. You know what’s crazy is when you’re recording
this, Yeah. you know what’s crazy is when people that
push Twitter, I’ve talked to some prospects and even some older clients that are like
Twitter’s where it’s at, man, we’ve got like the marketing team comes from some like consumer
brand industry and then they come into this industry like Twitter, twitter, Twitter, and
I’ll go to their Twitter page. There’s like no retweets, no likes, no nothing
for going back a year and … Are they posting? I’m like, they are posting every day, every
other day for a year with no engagement comment like I don’t know. It’s not cmments, right? Yeah. Reply, reply, retweets, likes, none of them,
but yet it’s so important. I’m connected with this girl on LinkedIn. She’s always liking our stuff and she likes
the way that we’d do it and she’s in plastics and I talked to her on the phone. I was like, dude, you got to you got to do
face to camera because she was doing these posts of, hey, check out our our plastic part
here. And she’s videoing it, right. It’d be like call us or whatever. So I said, do face to camera and give a tour,
show the floor, plant, anything, see what you can do. And she’s doing it. So she didn’t use to post like this. She used to just post. She’s just post the videos, but I mean this
is how you get attention. It’s in landscape mode. You can, you see it in print … Yeah, yeah. But then she’ll just be like, hey, what’s
up guys? See how this is so much better. So great video like plant in the background,
basic camera that’s going to get good traction. Instead of being like, Hey, here’s a plant. And then I hear that you guys are having,
you know, issues with getting your raw materials and your parts and then she’s just playing
to the plant. It’s not personable enough. Throw your face on it. She’ll get some good views. I don’t know why my notifications aren’t going
off though. I thought you were trying to make up some
shit. No. Like we got one. How could you use LinkedIn for selling and
then like …say we recorded it. And then stop and be like, we can ask that
question. Right? That’s a good question, right? Yeah, I seriously did. I seriously did. I thought you were like trying to get it for
the camera. Like, yeah, we already got it. A question. Nice. You don’t always have to make new content. That’s something that a lot of people are
missing out on is go back through your posts. If you’ve done content at any point in time
throughout the last few years, throughout the last seven years, take an old post and
repurpose it. Now you don’t want to take that post and create
an entire new one because you’re going to lose all of your SEO. But what you can do is go back through either
Google analytics, your Hubspot analytics, whatever you, wherever your blog is hosted
at. Look through the analytics and figure out
what are the posts that had either the most traffic, the most gate engagement or the strongest
SEO. Once you can look at that to formulate your
list, go through the content and figure out how much would you have to rewrite to make
it current. You can take a post from six, seven years
ago, just edit it, tweak it to where it’s updated. Do not change the URL. Don’t change the title, don’t change anything
like that, and just update it with new content. Put in a little tag at the top saying, updated
in February of 2019 and you’re making that content relevant, but you still retain the
SEO. And then what you can do is repurpose that,
throw it out onto social, do it in the campaign, run paid ads against it, put it, you know,
put some attention to it on your website, put it in the sidebar of your blog section
of your site or whatever it is that you want to do. But it’s a way to where you can circumvent,
hey, what are the new topic ideas? What are the new things that we want to talk
about? What new content do we want to write about? Just take old stuff if you have it now, if
you don’t have it, forget that. Start new and deal with that struggle. But if you’ve got old stuff repurposing is
super powerful. One thing that we’re doing a little bit different
starting next week is we’re, on Fridays, we’re going to do a Q and A session, so I just made
a post on LinkedIn and what I’m basically looking for is if you guys have any questions
related to sales, marketing, entrepreneurship, business, anything like that, leave them in
the comments of that post. Shoot me a private message on LinkedIn, shoot
me an email, how ever you want to do it? Shoot me a text message if you’ve got my contact
info and just shoot them over. And what we’re going to do is go through them
and pick maybe three, four or five of them a week. Answer those questions based on whatever that
person says. We’ll give you a shout out on it and let you
know that it’s going out. It’s going to be posted on LinkedIn. It will be posted on YouTube, but we want
to provide as much value as possible and get to the real root questions. I mean we could think of these topics and
go through the day to day of things that come up, but at the end of the day, if you have
a specific question saying,hHey, I’m a whatever type of company, this is something that I’m
struggling with, what should I do? Or what do you think about this in this space? How would you handle social for this type
of business? Just throw the question up there. Even if it’s one sentence, two sentences,
the more info you give me the the easier I can answer it to be directly specific to you,
but we’ll be doing that on a weekly basis so be sure to go to that post. Hit me up on social and just let me know what
questions you have. As always, guys, if you found value out of
this content, hit that like button. If you’ve got a comment, leave it below and
we’ll see on the next one. Enter you participant ID followed by pound. If you are [crosstalk 00:14:44] This zoom chick is really … loud.

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