Tag Archive: cadence

Blogging Best Practice: The Importance of Evergreen Posts


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…)


Is Your Marketing Process A House Of Cards?

The crisp autumn mornings often trigger a response based in childhood to sit up and take notice. We feel the transformation from the casual and carefree summer days to the discipline of the school year. As Labor Day approaches, the phone starts to ring with business owners ready to ramp up and buckle down. ‘Tis the season for structure.

house of cards

Is your content marketing process a house of cards?

Unlike summer, when lazy days are relished, as we flip the calendar to September, there is a greater focus on the weeks and months ahead. Year-end sales goals loom, perhaps accompanied by guilt and some angst for not keeping commitments to our own business development. For retail businesses selling to consumers, the stakes are even higher with only eight weeks remaining before the onset of the holiday shopping season. (more…)


Heartbreak Hill: Marketing Is A Marathon

maratthon finishHeartbreak Hill:
Marketing Is A Marathon

In business and in sports, enduring success is the result of hard work and long-term commitment. On this Marathon Monday, learn from those who know how to go the distance.

This post has been updated for relevance and timeliness. Please see the refreshed post here.



7 Strategies to Generate Blog Topic Ideas

Ideas - lightbulbs growing on treeSome days, it can be tough to craft yet another pithy, engaging and informative blog post. Yet maintaining your blog cadence is an important signal to search engines and readers that you are credible and worth following. While we recommend using an editorial calendar to provide the needed structure to make content publication less burdensome, not everyone is a natural planner.

If systematic, orderly and structured simply don’t fit your style, try this quick list of strategies to keep your creative inspiration flowing.

1. Leverage events: Capitalize on a recent industry event in your field. Many potential clients can’t take advantage of a full conference due to time or resources, but are interested in the subject matter. Craft a relevant post summarizing a workshop or speaker at the conference. If you offer seminars, classes or workshops, use the same approach to drill down on a key point.

2. ‘Tis the season: Seasonality can serve as inspiration for virtually any business. Fall clean-up is typically thought of as raking leaves, but it can also apply to your financial files or your social media profiles. Consider the weather, national holidays, school calendars, and seasonal events like proms, graduations, tax day, leaf peeping and summer solstice to add an entertaining theme to a post.

3. In the news: Capitalize on news that’s generating interest and use it to brainstorm ideas for a blog post. Not inspired? Explore trending topics in Twitter or top views in YouTube. One caution here — be sure that you offer a unique insight or perspective; posts that provide little new information or value can hurt your credibility and compel readers to unsubscribe to future posts.

4. Go deep in your niche: Set up weekly Google or other alerts on keyword phrases relevant to your business, and route the emails directly to a folder called “blog inspiration.” If you’re at a loss, peruse a few of the articles that use your keyword phrases and you’re sure to awaken the creative juices.

5. Follow the leaders: Maintain a list of the influential or key leaders in your niche. Subscribe to their blogs, newsletters and follow their social media posts. If you find an article which addresses a topic of your expertise, craft your own post which references theirs, and include your supporting or opposing perspective.

6. What’s good for the goose … The work you perform for one client account may spark interest by a potential client in a similar field. Share relatable elements of a recent client project (be sure to get client permission to share, or change any identifying details), identifying the client need or challenge and how the client benefitted.

7. Recycle: Repurpose one of your past email newsletter topics or blog posts to provide a fresh perspective. Or expand on a topic you posted about on social media. New trends can provide an opportunity to revisit previously published content with a fresh perspective.

Don’t depend on creative inspiration every week. “Bank” a few posts for when “life happens” — or creativity doesn’t.

We welcome your input. Please share your creative ways to come up with ideas for your blog topics.