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Blogging Best Practice: The Importance of Evergreen Posts

evergreen

Let’s face it, human beings are creatures of habit. Whether your rituals are a daily coffee run or Sunday morning gym class, an annual apple picking trip or family holiday menu, a monthly date night or weekly Meatless Monday, routines are part of life from the very start.

In our digital lives as well, we seek out routine and regularity. Recipients of your social posts become accustomed to your pacing and grow to expect to hear from you at regular intervals. So whether it’s Facebook, Instagram, Twitter or LinkedIn, and whether you post weekly or five times daily, you create an expectation of a relatively consistent cadence. In a prior post, we offered tools and tips that can help you to maintain your social media efficiently and effectively.

Blogs and email newsletters should also follow a regular posting schedule. Once the routine is established — daily, weekly, monthly or quarterly — make it a priority to maintain a predictable cadence and your analytics will show a lift in your blog traffic and email newsletter open rate.

Planning pays off

When I work with clients to create a new blog, I recommend that before we begin to publish, we accumulate six to eight “evergreen” posts. I use the term evergreen because the blog posts are not time sensitive; they are unrelated to current news or seasonality and can be used to maintain cadence when “life happens” … a busy season, a new commitment, a hurricane that causes an extended power outage — or whatever curveball is thrown your way.  (more…)

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Get To The Point & Stay On Point: Creating Compelling Content

less is more - cardinal in snowy trees

Do you know someone who takes forever to tell a story? Despite their best intentions, they wander off on endless tangents and digress with irrelevant details. By the time the story is completed, the point is long lost.

While in a social setting a series of polite nods may be the norm, online disdain is expressed through a swift click away. With the enormous amount of our time spent online, each interaction must be efficient, productive and fruitful.

The power of less

For centuries, those who are able to convey volumes with few words have earned enduring respect and esteem. Consider these idioms, which have been in our culture for hundreds of years: (more…)

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Turning Lemons Into Lemonade

Make lemonade from lemons

 

Messed up? Make lemonade.

We’ve all been there. You check your work once, twice, three times … you read it aloud, ask a trusted employee to review it, save it and give it a final review first thing in the morning with a fresh brain and rested eyes. You pronounce it ready and emphatically click send.

And then: Nooooo! You see the spelling mistake, the missing word, the broken hyperlink. Or something worse, like the price that was supposed to be introductory — but you forgot to add the disclaimer.

Sometimes it’s not our fault; it’s one bloody auto-correct tool or another, thinking it knows better than we do, sneakily messing with our words.

Even the most eagle-eyed among us can miss a typo. So stop beating yourself up, accept that mistakes happen, and make lemonade from lemons. Read on for a few “lemonade recipe” examples.  (more…)

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One Missing Step To Email Marketing Success

Missing Step

Are you missing a key step to email marketing success?

You’re distracted. Yes, you have work to do, but it’s a beautiful day and you want to be outside. Or your personal to-do list is out of control and you just need some time to tackle it. Maybe you simply want to work a little less hard. That’s fair, right?

Not only fair, but smart. With systematic processes, you can streamline your marketing efforts, reducing the hurdles associated with content publication and helping to maintain marketing momentum. One such process can increase your email open rates by 50% without a lot of additional effort.

Want to learn more? (more…)

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The Power Of An Emotional Response

Cheerios emotional connection

 

Emotion is a powerful motivator.

Consider the iconic Superbowl ad where the Budweiser Clysdale races through city streets to reunite with the trainer who raised him. The ad touches the hearts of even the most stoic among us.

Or the Cheerio’s box packaging themed “Made For Little Hands.” For any parent, it recalls days of tiny sticky fingers and the overwhelming intensity of parental love. Again, our response is visceral and emotional.

The Budweiser ad never mentions any product attributes, while Cheerios cites the nutritional benefits of the product only as a post-script with the tagline “Learn more about the goodness inside.”

Can you imagine if your client interactions were even half that intense?  (more…)

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