Your Digital Marketing Coach with Neal Schaffer

129: How Fresh is Your Content? A "Fresh" Look at Content Marketing

September 30, 2018 Neal Schaffer Episode 129
Your Digital Marketing Coach with Neal Schaffer
129: How Fresh is Your Content? A "Fresh" Look at Content Marketing
Show Notes Transcript

How fresh is your content? Content is the currency of social and digital media, yet what type of content in what content medium do you publish in what outlet or social media website? Join Neal for an insightful look into why content has an expiration date and what you can do to get the best ROI from your content.

speaker 0:   0:00
What's up, Les? Go Welcome to the Maximize your social podcast. Follow me. Discover the latest social media marketing techniques from the world's leading experts from top to bottom. This is the podcast where business professionals come together to master social media without all the confusing mumbo jumbo with no further ado. Turn it out. Here's your host, the one and only Neil Shaper. Yo yo Yo, this is Neil Schaefer. Welcome to another episode of Maximize Our Social. I hope that in Chou did not catch you by surprise. You see, it's being quite a while since I've published a podcast, but it's been time well spent, and I felt, you know, if you're going to get a podcast going again, re energize re star, refresh, renew. And that is what that interest stands for. So Neil Schaffer here it has been a while. You know, it's interesting. You're all marketers, social media marketers, consultants, author speakers, entrepreneurs, business owners and as part of what you do for your marketing for your PR, whatever you wanna call it, its content right? It's a photo on Instagram. It's a post on Facebook. It might be a block post might be YouTube video and at all times I think we need to shuffle where we see priority where we see greater our ally in the content that we're producing. It's funny because I actually published about 128 pod counts. I believe that number might be wrong by one or two up until now. But I really didn't have the promotional infrastructure in place to really expose it to all the people that I wanted to. Now, the beautiful thing about a podcast for those of you that have never done it, is it really lives forever. And when someone signs up or subscribe to your podcast, boom, they're gonna have, you know, maybe the latest five episodes, maybe latest 10 episodes, maybe every episode. And then when you publish these podcasts as Blawg posts, it's further content that sort of lives on. I could have done an instagram live of Facebook live while I'm recording this and gotten even more mileage for this podcast is something that I know a lot of podcasters is doing right now. I held off on that, you know, my podcast. There's a topic that I want to talk about, and I like to include this sort of off the cuff. You know, originally, for those of you that might know, you probably don't, but this podcast was originally going to be called Social Business Unplugged. It's that unplugged notion of being able to hear something secretive, and I think that a podcast especially it's the spoken word you're investing Maur time into listening to my podcasts. You usually about 20 minutes. I don't think there's any blood post that takes 20 minutes to read, unless it's one of these epic Neil Patel post, which might require that. But a 20 minute investment is a pretty long investment. Even if you're driving in your car, I don't know if you're listening to me while you're jogging or exercising. That's that's a really good question. But anyway, it's a long investment, and I want to make sure that I give you information that is only available in this podcast. So with that said, now the topic that I want to talk about this week and I do hope to get back to my weekly publishing schedule, we'll see how it goes, is content and specifically the freshness of content already hinted it out when I talked about having all these episodes published yet it had been a while before my last time I published. Yet I still have people reaching out to me. Be constant, my podcast. And I like to believe that there are three different types of content that exists now. Let's take a step back recently because we're talking about the freshness of content. Let's talk a little bit about content first. Those of you that have seen me speak know that I'd like to say content is the currency of social media. When I talk about digital media in general, above and beyond social, especially when I'm in Japan, I will say the same thing. Content is the currency of digital media. Without content, you really have no presence on the Internet, right? Or on social media, for that matter. You have ah, profile photo. You have a description and that's it. So you need to be saying something. And if Social Media represents is convergence of information and communication, there's gonna be information that you're gonna be sharing in order to attract people to your profile. So interesting. When I was in Japan recently at the request of one of my customers. Big Beach. They're great b to be marketing agency of that management agency in Tokyo for those of you and they work with a lot of foreign equity brands, for those of you that might be interested in doing an event in Japan, do let me know. But they haven't annual be to be marketing event called Big Live That truck. Several 100 marketers, in fact, for B two B market in Japan. It really is the largest event, and I was there last year. I spoke this year, was more of a participant and networking and writing a few block posts about the event for big Beef and one of the posts. I actually focused on this concept of content marketing two point. Oh, so one of the speakers actually came up to me after he spoke. He is basically a head of marketing for B two b ah data company. You know, I t company that specializes in big data. And he said, No, you know, it was your speech a year ago when you talked about employ advocacy that really influenced me, too. Create my own program, which in my presentation I call content marketing to point out, so I'm not gonna go through the whole thing and maybe in the block notes on include a link to that, because it will be in English on the big B blawg. But he started off by saying, You know, content marketing is nothing new. We've been doing this for a decade now, right? At least it seems like it. And the idea about content marketing is you're trying to bridge that gap between the content that you want to publish to promote your own products and service is and the content that your prospective clients want access to. And it's that gap. That's a really, really interesting gap that most big companies are still publishing self centered content instead of audience centered content. And we should all be striving to publish audience centered content. Now, when we talk about all that it from social networks out there, obviously there's gonna be some content which I will call engagement content. This is more of the personal content, the selfie you could mix, for instance, a selfie on instagram with a motivational message that is tied into your content marketing strategy. But you know anything that goes on outside of your normal realms of content. That's very personal. You're having a good time on Facebook. It could be sharing a quote image or could just be sure. In a quote, I call this sort of content engagement content, and it's really important. It's like, you know, my kids are still off of social media. They're 13 11 so they're getting close. But they are friends and instagram and daddy. You know, everyone says you're really famous at school and stuff like that. So it's actually really funny to see social media in their eyes. But, Daddy, how many likes to that post? Get how many likes that posted? I was featured and get. Although I don't really feature my kids and post, you might find one or two in there. But so far like on Instagram, my best performing post is a sunset picture over the Pacific Ocean that had something like 900 likes. So I have about 15,000 followers close to 16,000 and not bad. You know when when you get 3% you're doing really well, I think. And if you could get up to 45 even close to 6% as I got there or even above that, that's I think, really, really good. So that sunset picture is not tied to my contents. Drawn it. It is tied to my content strategy and that in order to build a social media following on to attract people, you sometimes need to go above and beyond your own content. And even audience center content is still dealing with the problems that your prospects have that you can solve through your products and service is right. But with social media, you need to go above and beyond that. It's the selfie. It's the sunset picture. It's the picture of Rahman that I have. And although there might be elements inside like Wow, you know, Bhola Rahman is just the thing to fix my throat. After doing a full day workshop on social selling, I could try to be clever like that, right? But it's really about engaging often these air visual posts right in which we are finding ways of engaging with our audience, and we are humanizing our brand while building a greater attraction. So maybe people that are in the sense that maybe people that are in the Roman are going to start following me. A few more for that. And maybe, you know, one of my customers is a big Rahman fan. I don't know if you know Martin Jones, that Cox Communications. He's headed their social media. He's a huge robin fan, so that picture I know he's gonna engage with and it brings us closer. You never know these elements of things that you talk about as a human being that can bring you closer to either your current clients or your perspective client. It's sort of similar for those of you that have heard me talk about LinkedIn or read one of my two linked in books or hopefully my new E book. And I'm gonna make sure I put that link in the notes as well, because since our last podcast, in fact, about three weeks ago, I published a new free e book to help you maximize your Lincoln for business in 2018. All updated. None of this old screenshots stuff that you still see out. There are a lot of blog's in linked in. I say you want to completely flesh out your profile to build all these data points to help you potentially connect with people, even jobs you had 2030 years ago. Nonprofit. You know, I am manager from my kid's soccer club. Boom. I put it up there. I speak floor four languages. Boom. If you have a certification, you put it up there. Any little thing that if someone's gonna like your profile like huh, I also manage a soccer team. That's pretty cool. I didn't realise kneels in the soccer. And in that way, I've been able to make friends and deeper relationships with some of you that might be listening to this podcast that are also very much into soccer. So those engagement type of content are really specific to social media. A lot of it is visual, and they really help both humanize your brand and help you deeper relationships with those that might have a similar interests. That's always gonna come to your favor. So that's, you know, I use instagram Odd, say, 66.6%. If you were looking my latest nine images, I'd say six of those images are going to be related to that. Now there's also an intersection with my business and that I do a lot of business travel. So I will talk about when I'm in a business trip what I'm doing by by snapping photos of sort of, you know, where I'm at. But that is engagement content and not specific to social media. And that is ah, great type of content that on Instagram we're gonna have more of Facebook. You're still gonna have a lot when you get the Twitter LinkedIn it's gonna be less and less. But I told you on linked in these days, I do Seymour of this type of content And for those of you that are old school LinkedIn users and might be taken aback. But, you know, with millennials comprising a majority of the work force and they're actually gonna be comprising a majority of the American population in the next year or two, it's a natural evolution, right? Everything changes, and I'm totally cool with that. So it's okay to share your personal stuff on linked in. You know, I don't know how often you want to do it, but it's definitely gonna help you make that connection with a lot of people. So that's engagement content. That's actually not what I wanted to talk about. But once again, if I had prepared this in advance, I don't even know if engagement content might have made it. Because this is, I sort of think in these terms. And once I get started talking about something, I have all these new fresh ideas that come into my mind. Which is why podcasts are usually the way that I first right block post begin with the podcast. I begin talking. Unplug. This is sort of like my rap if our rapper and through that process I uncover lots of ideas and related content that that's how I work, not the same for everybody. But I'm hoping that's what makes my podcast interesting to you, although I do tend to cover a lot of different data points here. So we're done with the engagement content. Let's now look Atmore of the written content. This is more of like your block post content, your video content. When we think of traditional content marketing and of helping our prospective buyers all the way through the buyers journey, we think about a lot of document types that you know you have blocked post. You have e books, white papers, you might have Webinars, you might have videos. You could have podcast all those different things. So I want to sort of talk mainly about the blawg post type of content because I think that still is one that is ah is very successful for most businesses in content market. I would imagine most if not all businesses and content marketing and all of you listening as well are probably publishing block content. And if you're not, you should. Because if you're just an instagram, I want to build up your influence where people gonna find out more about you outside of influence. Are they just gonna email you? Are you gonna have? Ah, you're gonna have a page that goes in the further depth and therefore also allows you to get searched in Google and allows people to link here paid so that you build up more and more s CEO and on and on and on, so I'll stop there. So blood contents really interesting. Now those of you that follow me you may or may not know I've really been struggling with this. I began my blawg as windmill networking, not calm when I published my first book windmill networking, Understanding, leveraging and maximizing Lincoln actually began even before windmill networking. It's a funny story is linked in used to have these APs that they supported, and they actually had a wordpress dot com app, and it really wasn't a nap. It was just a link. But when I pressed on the Lincoln linked in for this wordpress dot com app boom, I was able to create a WordPress blogging on wordpress dot com through linked in. So that was my very, very first blogger. I think I launched it July. I think it was July 4th, 2018 because that's what I got an offer letter from my last corporate job going back. Yeah, it has been a decade, and that's how long I've been involved in blogging and social media, and that's going to be an important point here that I'm gonna bring up shortly. But that was when I started this block, and I was focused now linked in because it was before Facebook and Twitter and all those other social networks, and at least in terms of what professionals were using. And it was sort of like expert advice for your linking questions or something like that, or expert answers to your linking questions. It was a really, really long you are. L didn't do that. Well, the u R L but it was really the beginning of the community that I built and the influence that I have built over a decade. It started with that. Then when I came out with my book, I came out. I wanted to come out with a brand name logo, something that was bigger than myself, and not so. I came up with women networking, and I moved my wordpress dot com block to windmill networking dot com. Now, fast forward, I believe. Two years in 2009. I'm sorry I published that book in 2009. 2011 or so it might have been late 2010. I started getting enquiries for guest bloggers. Now a boy. I get more and more with every day it seems, and they're not the typical guest Bloggers. They're more like Seo companies or freelance writers that are really working for ASIO companies, or maybe have their own S e O companies that are just looking for links and the selling links and and you know, maybe that's an entire different podcasts. I should talk about that whole industry. Now, for those of you that already read my blood post on why I rebranded my digital presence, you're already gonna know this whole history and I'm gonna drop those that link into the show notes as well. But it was really threw. One specific guest blogger Amy Stephane, still remember her blogging about social media for nonprofits. And this was the first time I accepted a guest blogger. And after that, I got more more requests, and I was publishing so much of other people's content that I thought, You know what? Windmill networking is my personal brand. I need to create another round, another brand for to represent this media site that it was developing into that would feature my content together with content from all these great bloggers, and it would stand alone. And I thought that was the best thing to do, and that would yield the most influence for that content at the time. So that's what I branched off. I believe it was 2011 and I branched off into maximize social business at the same time, two years later, in 2013 the windmill networking part of my personal log, where I had my speaking of my consulting and in all that stuff that became maximize your social dot com as they came out with that book of the same name in that year of 2013. So since then I've had basically two sides. Maximize your social dot com, maximize social business dot com And really, you know, by the time you hear this podcast, I don't know if it'll be done yet, but I announced of announce pretty recently, I'm still reaching out to my bloggers. Obviously, maximize your social dot com became Neil schaefer dot com, and that's where the show notes for these podcasts. It that became Neil schaefer dot com, I think last year in 2017. So that's when I wrote this log, plus about rebranding, my digital presence and the whole reason why. And really, at the end of the day, especially when you think about the way that algorithms work and the way that people associate or have greater affinity with other people than with browns, uh, that my best brand is my name Neil Schaefer dot com. And now in 2008 am realizing, I believe you know, maximize social business. Dot com has been in business for seven years now, and I still find people. I you know, one of my bloggers, I think Holly Chessman said. Neil, I was talking to sell when I mentioned that in the future I'm gonna make a move on maximize social business dot com And she said, You know, I mentioned someone that you know, I blogger, maximize social business dot com and they're like, What's that? And then when I say Well, it's Neil Schaefer's blood to go I know Neil Schaefer, and that's that's pretty much, you know, the way it is. So I am going to be moving all of that content from maximize social business, not common. It's all gonna become one singular Neil schaefer dot com presence, and I think that this has the chance to yield the most influence. And I also think because of that it has the best chance for my bloggers to get their content exposed. Two more and more people, so that's gonna happen. It's been in the process of currently working on the CEO of the maximize social business side instead of cleaning up a lot of internal errors and stuff like that. And then I'm gonna make the move. But this brings up an interesting point because now I'm going to the maximize social business dot com. And as I try to, I'm just working on internal issues, right? And I'm looking at content, some of it going back to 2008 to that original wordpress dot com block that I had and I'm realizing. And nobody likes to delete content, right? As a blogger, you know how much time goes into crafting that block post. But as time goes on and it's gonna happen to you and your business is well because with advances in technology in a I in you know, whatever industry you're in, technology changes in overtime. So I'm finding that I still have blogged posts about four square right, four squares long gone, and by keeping those blogger posts on my site, I'm telling Google that my sight, you know, maximize social business still has content about four square. It's like I'm I am devaluing my sight. I'm telling Google that I am old. I am not up with the current trends because no one is doing searches for four square. And at the end of the day, one of the things I'm doing because I try to strive for this data driven approach. You know, if I have a block post up for 10 years or nine years or five years, or even one or two years, and it just gets very, very little traffic from Google Search, something is telling me that Number one you know, nobody linked to that content because number two of the content just was not of the value. For whatever reason, Number three the topic of that content might not be timely either, and therefore people just are not searching for it in Google. So that's been, ah, one thing I've looked at that I'm using to delete old content. A lot of it is my own content. Some of it comes from Mumbai bloggers and I do obviously forward that content to the bloggers, other block posts that are relevant or newer on the same topic so that we do the best or I do my best to make sure that they continue to get as much traffic to their content is possible. But, you know, recently clout was closed down. How many people are gonna be searching for information and clout now? Nobody. Right. I still had because I blocked a lot about LinkedIn I had post about linked in today, Linked in signal. Lincoln answers. Right. Some of you don't even know that those existent. But these were just like that Lincoln app functionality I was talking about. These things are have not existed for a few years, so bye. You know, continuing to have that content. My website, it is devaluing the website. It's also competing with all my other content. I won't expose people to the newest and greatest content on linked in not this old stuff. That's your relevant. And then, you know what? If someone was to find that irrelevant conduct, they're gonna go, they're going to see its way old. It doesn't exist. And then, boom, they're gonna leave. So you're gonna get a high bounce rate. Google's going to see that you spend very, very little time on that article, maybe five or 10 seconds, and it's gonna devalue your domain authority. So this is what I've realized over time that there is a lot of different types of content. I still get content from 10 years ago that gets tons of hits, primarily from Google Search. But it's still relevant to a lot of people, especially because I look at the balance, right? Oh, look at the average time on site. It's still doing very, very well that, my friends, is really evergreen content. If engagement content is fleeting, as it should be because the life of a post in social media is very short. I will say, though, with hashtag on instagram and Pinterest, these are areas where the content lives a little bit long. In fact, on Pinterest it can live for a few years on Instagram. It could it could there for several months, if not several years. I still find people engaging with content because they were looking for a post and have to deal with a certain hashtag and especially if there's a genre or a hashtag. Where there's not a lot of hostiles published on that subject, they might engage with it right, so sometimes even on Instagram and engagement Post can have a long lifetime. But normally it's very, very short Now, your block post, especially your evergreen block post. He should last forever. These should be things where if you tweeted out, you shouldn't be embarrassed. And you shouldn't get a comment from someone coming to your block post on Twitter and saying, Dude, that's old news because it's evergreen and that really is the golden way of measuring. If someone's to read it today, you're going to stay on the page. They're not going to say do this is to hold the outdated right, and that's really the type of content that is ideal. I try to make all of my podcast evergreen, and I do try to make all of my block post evergreen whenever possible. I don't like the delete post right, But no matter how much you try to make it evergreen like those linked in post like the Clout post or the four square pose, it changes so something can never be evergreen. In fact, I would argue that even for blood content or for your YouTube videos, there's always sort of an expiration date. Sometimes it's longer than others, but the day may come when you need to delete that content, and that's something that you need to consider For those of you two started blogging a few years ago, you may want to go back in to start to leading content because even if you thought it was evergreen, it no longer is ever bring. Now we have other types of content. We have news content. I decided very early on with maximize social business. I was not going to try to compete with a mashable with all these other sites out there that publish news. Once I beat Mashable, when Lincoln announced Lincoln Signal, I beat mashable by like an hour. Right? Um it's like I did it. I did it. I caught the news and I got it out there earlier than everyone else. But guess what? You're never gonna be able to compete with the big boys because they just have. They already have greater domain authority and search engines. They already have a larger following. And you D'oh, there really is little value in trying to publish news that everybody is gonna read somewhere else anyways. Now, if you wanna analyze that news and make it an evergreen post and I've done that with some news, that's one thing. But if you're just publishing the news. I don't see much long term value for that now. Where does the news that value on Twitter, it has value because that's where people go looking for the news. It has value of Lincoln as well. It definitely has value email newsletters where you always want to be talking about the latest news. So there's value for that. But in terms of your own block content, I would be very, very careful. And if you were going to do it, another thing I wanted to talk about, as I do the audit and by the way, I'm using ECM Rush from S E O attitude will put a link in the notes as well, and it is the best auditory out there that I found. And they have this thing called the site audit, which I'm using religiously to help better the S E O. Starting with the internal workings of my sight. But, you know, ECM rush a cz well as other tools. There is a WordPress program that is free called the Broken Link Checker, and to the combination of those two things I'm finding. Wow, I have a ton of 404 errors. What's interesting is that those 44 errors a four for error, meaning that someone deleted content from their sight. They come from a lot of trusted sites, right? Yahoo dot com, Forrester dot com, Forbes dot com A lot of logs as well. They're not putting up what we call a 301 redirect, either because what you gonna redirect it to? If it's irrelevant news now and that's what happens with the news type of content, it becomes irrelevant. Which is why, probably, you know, yahoonews, whatever you know, they probably go through the content. After 3 to 6 months, they might delete it out because it's no longer news. And that's why even a block post, no matter what type of block post, no matter what type of company, it has an expiration date. Nothing in this world. Unfortunately, it's gonna last forever, and your block content shouldn't last forever as well. And I want you to remember that, I think and you know, Neil Patel talks about this, and I should throw a link to his post in the show notes as well that he regularly like how many block post is too much. He regularly updates his post to make sure that they're still evergreen and resourceful today, right? So the evergreen, resourceful content on the one hand, the engagement content in the news content, on the other hand, in the middle, you're gonna have a lot of different type of resourceful content, right, which may not be evergreen. There's a lot of these hears things need to do in 2017. Here's how you capitalize on Facebook ads for the holiday season. Here's how you do a spring cleaning for your social media accounts. These are things you know. Whenever you mentioned a year in your post for that year, it's gonna be really great. But the next year, if you're not going on deleting that year, right, people gonna come to a post in 2018 that says back and you know back in 2013 or this is a report from Forrester. You know they're 2013. Trust Barometer report immediately. Someone's going to say this is old content they're going to now people do not have. There's just so much content out there. They're not gonna take the extra mile and try to read through there immediately. Gonna think it's old in your relevant content. And this goes into the snippets you see on Google's Well when they see you know, when you see an old date, you're probably gonna go to the newest date, right? And that's the way it ISS. So these air things to consider and that resourceful content is gonna be a lot of confidence. It's hard to make everything ever bring. There's gonna be in between things or there's gonna be you're coming out with a new product or service. You don't know if it's gonna be there a year from now. You're sort of test marketing, but you still have this great resourceful content. This is another type of I would call resourceful, yet not evergreen content. But regardless, if it's evergreen content, if it's this sort of in the middle, what I would call resourceful content or if it's the sort of news type of content or news analysis type of convent these air gonna be, I believe the three primary types of content. Either way, you need to be careful to do audits and really understand the freshness of that content on a regular basis, either be revising the leading and letting it go for four if there's nothing to replace it like my fourscore papas, or do a three or one redirected something more relevant, and that is really the message I want to get across to you today. It's me now, going back into my maximize your social podcasts and realizing Wow added 128 podcasts. Only 50 or 60 might have lasting value. So why even do show notes for past podcasts? I never did him for that are irrelevant today, like something that I might have done on foursquare. This is something that it may live on in iTunes as one of my older podcast and expect that people are gonna fast forward over it. But there's no reason that I need to include a dedicated post on my block to that show. I will simply skip it over so that's content content has an expiration date. I went over these main types of content. I think you need all of them a combination of them and each one fits a different need. But hopefully you got something you gotta take away. I just hope with every podcast, if you get one takeaway. I've done my job and you'll keep listening. And by the way, well, since you heard that my new angel for the first time, you get to hear my new altro I am going to try to do. And when I began this podcast, it was social business. Unplug. It was me with a mic in a room, sometimes in weird places or in different countries or cities in interesting scenarios, just giving you the word on different social media and marketing and business related topics. I'm gonna keep doing that. But, you know, there's a lot of other really smart people out there that I want to help expose. You're gonna hear over time a few more interviews and I used to dio this podcast will primarily be my spoken voice. But I hope that when you do hear those interviews that you'll welcome them as a awesome huh, augment or addition to this podcast. So here's my new outro. For the first time, I hope you enjoy it. And I know a lot of you. Listen, it's really well, I'm not gonna say embarrassing, but, you know, I've been doing this podcast for a while and I still haven't gotten enough reviews Toe really get it exposed to more people. So if you like this podcast, the our ally for me is number one knowing that I helped you. But it's also seen Maura Maura of those ratings and reviews. If it doesn't deserve five Star, don't give it five star. But I'd really appreciate a rating review on iTunes. It means the world to me, and I'm gonna be back at you. I'm committed to this venture. I'm not going away in the midst of publishing a new book, The Business of Influence on the Throw a note where you can pre order that book. I'm really excited, I think. Influence Marketing's the next revolution of social media marketing, marketing in general to be on the lookout for that. And as I like to say in any of this podcast where we were on the world, make it a great social, everybody, thanks for listening to the maximize Your social podcast makes your key, and don't forget to subscribe. Rate the show on iTunes so others can enjoy it to somebody to continue the conversation and empower your business. Your social media visit meal safer dot com Right now, have a great week. Let's go. We'll see you on the next episode