Our Blog

Check out our insights into the world of media and marketing, along with project spotlights, featured blogs from our client pages and other musings on how to optimize brand recognition in today’s technologically-driven environment.

5 Strategies for Staying on Top of Social Media Changes

Our tech-obsessed world waits for no one! When it’s time for technology to update, upgrade or up-and-get-replaced, it can feel like it happens without warning (and often does). As a business, staying on top of social media changes is important so that you are not blindsided when it does happen, and so you can adjust accordingly to create minimal disruption for your pages in the eyes of your followers.

What changes are we talking about?

Companies are continuously striving to improve their offerings to their customers—as well as to improve their internal efficiencies. When we refer to “social media changes,” we mean ways that social media platforms are trying to do just that. This could involve them getting rid of user options that are no longer proving effective, introducing new features, re-formatting the interface—the list goes on.

For our purposes in managing our clients’ social media pages, we often deal with changes involving the introduction of new features, changing existing features and getting rid of unsuccessful features. For example, Facebook previously offered a slideshow option for it posts, but now a user can only create a slideshow when building an ad. A few other examples:

If you really want to get into some details, here’s a whole article on the history of Facebook’s Newsfeed changes.

Strategies for staying on top of social media changes

So how do you know if a change is coming? Use these strategies for staying on top of social media changes to ensure that you’re always in the know.

Read industry blogs.

Read blogs from industry leaders whose job it is to communicate to followers about major changes in the social media landscape. We suggest ones like HubSpot, Social Media Examiner, and Hootsuite.

Subscribe to industry email lists.

Take the guesswork out of knowing when a new blog or piece of information has been posted, and have it sent directly to your inbox by subscribing to industry email lists. You can also sign up to receive emails from the social media platforms themselves!

Follow relevant pages on social.

Again, just another means of finding the information that will be sent out via email or appear on the blog. Follow those same companies on social media for updates.

Interact with your social pages regularly.

Here’s the most hands-on approach. When you are consistently using the social media platforms, you will be more inclined to notice updates when they happen or receive indications that they are going to happen. Often, you’ll get a small pop-up or notification denoting that “this change will be happening on (date),” for example.

Work with us!

We pride ourselves on keeping up with the latest and greatest in social media trends and changes. We’ll stay in touch with what’s new—and how it affects your pages—so you don’t have to!

Summary

Change can hit us out of nowhere. If you trek ahead of it, however, it can feel a little less overwhelming! Make staying on top of social media changes a part of your digital strategy in an effort to ensure you are maximizing your pages’ potential to attract and maintain brand followers.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

7 Tips for Defining Your Blog’s Character

All blogs share certain characteristics. They are web-based. They (typically) include a combination of copy and graphics. They allow for multiple entries, most often organized in reverse-chronological order. Beyond these shared characteristics, there is infinite room to customize your blog to represent your brand exactly how you want it to. Start defining your blog’s character by making a few of these key decisions.

Decide what voice you will write in.

Let’s take it back for a quick grammar lesson. First-person point-of-view means you are writing from the perspective of “I” and/or “we.” This is the more personal, subjective approach (and is the most common voice for blog writing).  Our McNutt & Partners blog is written in first-person perspective.

Third-person uses pronouns like “he,” “she,” “it” and “they.” This would be the more formal, objective approach. For blogs, some brands prefer it when not wanting to convey that the blog information is coming from any particular individual or group of individuals.

Choose the audience you want to appeal to.

You want people to read your blog, right? That’s why thinking about your audience is critical when defining your blog’s character. Think about who this blog should appeal to. Is it a local audience, or more omniscient? Are you writing for a certain demographic, (i.e. moms, students, retirees, etc.)? Is it more for clients, or industry peers?

If you have trouble identifying a specific audience, that’s OK! Your content may be more general, or an audience type may be something that develops as you go along.

Identify what type of content you will feature.

Put plainly—what are you going to write about? Is your content going to be industry-specific? Geared toward your local community? Or maybe just about your personal experiences as a representative of your brand? Here are a few examples of “content types.”

  • Information/insights about your industry (industry news, industry happenings)
  • Helpful guides for brand followers (how-to’s, tips and tricks)
  • Business happenings (behind the scenes of your brand, updates)
  • Product/service spotlights
  • Local spotlights and community events
  • Staff spotlights/personal reflections

Can your blog be a mix of all of the above? Absolutely!

Find a format that works for your brand.

What will your blog look like? You may opt to have more copy than graphics, more graphics than copy, or a healthy mix of both. Depending on what content management system you use, you might have various layout options to incorporate elements like sliders, galleries, pull quotes, etc.

Determine how often you will post.

This may take a bit of trial and error as you measure your blog’s engagement. Generally, we suggest starting out with a blog post at least once a month. If you find that followers are responding to your blog fairly well, consider upping your posting to twice a month or maybe even once a week.  We do caution against over-posting, which can overwhelm followers (and even cannibalize your own content from an SEO perspective, if you’re not careful). For most brands, doing a blog post daily will be a bit overkill.

Establish how you will allow readers to interact with your blog.

Blogging is not a one-way street. Feedback is appreciated! When defining your blog’s character, you want to establish how followers will have the opportunity to interact with it. This could be via a comments section at the bottom or social icons that allow for sharing. Or, maybe you want to keep interaction opportunities on your social media outlets, in the form of comments and likes on your blog shares.

Curate an overall goal.

We’ve said it before and we’ll say it again. The purpose of blogging is twofold: to create web content that will help your brand get noticed by search engines, and to provide quality content to your brand followers. These standard aspirations aside, what is your goal for your brand’s blog?

This is likely dependent on the type of content you will feature. Do you want to be a source of information for other brands in your industry? Are you more focused on being a resource for your clientele? Or maybe a go-to for your community in general? Having a goal in mind will help you keep your blog consistent as you create content.

Summary

Your blog serves an important purpose. Investing time in defining your blog’s character will ultimately serve to improve its efficacy and help it appeal more to your brand followers.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

Marketing for Customer Retention: It’s Not Always About New Leads

By definition, “marketing” is the act of “promoting, selling and distributing a product or service,” according to Merriam-Webster. We tend to think of that process geared toward an audience of fresh faces who have never interacted with our brands before. However, marketing for customer retention, or, marketing toward persons who have used your product/service previously, is equally as (if not more) important.

Why it’s important

When you think about targeting for new leads, you identify various subsets of consumers that you believe may be interested in your brand for one reason or another (age, location, interests, etc.). Think of your existing customers as just another one of those subsets of consumers. There are several characteristics that they possess that make them ideal candidates for potential leads (though not “new leads, leads nonetheless).

You already know they were interested at one point in time.

Even with targeting tools, new leads are often a shot in the dark. When marketing to previous customers, you at least know they were interested in your product or service at one point in time prior, which makes it more likely that they may be interested again.

They are more likely to refer others.

Given the point we just made above, marketing for customer retention is also important due to the prospect of referrals. Positive reviews and referrals are one of the most promising marketing tools for a brand. Keeping your brand in the forefront of your existing customers’ minds is another way to remind them to refer others.

Customer loyalty is important.

You want to treat your loyal customers superiorly. That means giving them insight into new things happening with your brand. Market to your existing customers to keep them abreast of new products, company updates, seasonal specials, etc. You might even give loyal customers an advantage by promoting special offers and deals “just for them,” via a separate email campaign or customer loyalty program, for example.

You don’t want to lose them.

Perhaps the most comprehensive reason to prioritize marketing for customer retention—you want to keep your customers coming back. Marketing shouldn’t be a one-and-done ordeal. Keeping your existing customers’ experience interesting by providing them value and quality in your marketing content only serves to your advantage. Keep things interesting so they will keep coming back!

A quick example

We have a client that operates a roster of apartment complexes across the Southeast. We work with the individual property managers at each complex to promote new leasing specials and apartment availability—in an effort to attract new renters to the properties. However, our efforts do not stop there.

We stress to the managers that it’s important to post content for the existing renters for the purpose of customer retention. Providing them interesting, relevant and quality content serves to support all of the points we mentioned above. Even though they’ve already signed the lease, they still have the power as consumers to choose to continue or not continue renting, leave reviews, make referrals, and so on.

Summary

New leads can mean new sales. However, it’s just as important to market to your existing customers, as they can ultimately serve as a means to support your brand in ways that others cannot.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

Where Video Lives: Hosting Video on Your Own Website vs. Elsewhere

With the meteoric rise of platforms like TikTok and the continued popularity of platforms like YouTube, it’s no secret that video is king in the digital world. Beyond the videos that pop up on our social networks manifests the concept that video has to exist somewhere in order for it to be sharable. Essentially, this is where video “lives”. So, are there advantages to hosting video on your own website vs. another platform, like YouTube? Let’s break it down.

The benefits of hosting video on YouTube

YouTube already has the reach. Hosting your video via a branded YouTube channel benefits from the platform’s massive number of daily users and its own algorithm (hopefully) driving leads to your content in search. It’s also got a range of built-in features that are beneficial for keeping users engaged—especially for those users who already subscribe to your brand’s channel.

To sum it up, unlike your own website, (which more than likely does not compare to YouTube in terms of traffic, reach and engagement opportunity), YouTube lets you piggyback off its already-established role in the video hosting community.

The benefits of hosting video on your own website

Hosting video on your own website, on the other hand, allows you more customization in how you direct your audience to various video content. It also allows you more customization in the way that your videos appear, are played, and so on.

Another big one that puts points in the column for hosting on your own website—no ads! On YouTube, video watchers are subject to ads left and right, which may be a major drawback for some brands when considering where to send their followers to watch their videos.

Finally, we can’t mention the benefits of hosting video on your own website without talking about traffic. When videos are hosted on your site, and you share links to those videos outside of it, you are driving traffic to the site (rather than to YouTube). If driving website traffic is a goal for you, then it makes this a more appealing option.

So, what do you guys do?

At McNutt & Partners, we are team—wait for it—”hosting on your own website!”

But before we get ahead of ourselves, we should mention: we do use a paid service to host the videos that appear on ours and our clients’ websites. Links to videos still drive traffic to their websites, but behind the scenes, they are being hosted by a platform called Vimeo. Unlike YouTube, Vimeo is for hosting rather than direct on-platform engagement.

We like Vimeo because it offers high-quality, fairly fine-grained privacy and embedding controls and other customization features that make it work for many different purposes. Vimeo is also free of the ads and other extras that YouTube serves up to its audiences.

Summary

Finding a home for your videos ultimately comes down to your own goals and objectives. If you want to drive traffic to your website and have ample customization on how your videos appear, then opt to place them there. If you’ve already established a decent YouTube following and you are less concerned about website traffic, YouTube might be more your style.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

Marketing Defined: Types of Social Media Influencers

Whether you know what it means in relation to social media or not, you’ve likely heard the term “influencer” floating around—in the news, in the workplace, or even in casual conversation. Now’s the time to iron out that definition, and even look a little further into different types of social media influencers (yes, there are levels).

What is a social media influencer?

Social media influencers are just what they sound like—individuals with social media accounts that are influential to followers due to their expertise or focus on a particular topic or type of content. Generally, they have a extensive following, so their posts have the ability to make an impact on a significant number of social media users.

Social media influencers are a key part of a strategy known as influencer marketing, which is the practice of using these content creators to improve one’s brand/product awareness and drive customer leads in the process.

Types of social media influencers

Social media influencers can be categorized in a couple of different ways. Sometimes it’s based on the type of platform they are using (i.e. blogging, YouTube, podcasts, a specific social media platform). Another common way is by follower numbers, which is what we’re looking at here.

A universal ranking system for influencer categories based on follower count has yet to be established. These are the generally-accepted categories for Instagram, which is one of the most influencer-centric social media platforms.

Nano-influencer (1,000 to 10,000 followers)

The nano-influencer is a term that was coined relatively recently in the grand scheme of influencer marketing. With this “lower” follow count, nano-influencers may know their followers personally while still boasting enough momentum to partner with significant brands.

Micro-influencer (10,000 to 50,000 followers)

Before there were nano-influencers, this was the “smallest” influencer tier. As the name suggests, these influencers are able to effectively represent more focused niche communities related to a brand’s target audience.

Mid-tier-influencer (50,000 to 500,000 followers)

The mid-tier influencer may generate enough response in this role to serve as a full-time source of income. This influencer is a good “middle of the road” option for brands due to his or her sizable reach yet accessible nature.

Macro-influencer (500,000 to 1 million followers)

As a macro-influencer, one’s social media presence is almost always accounting for the entirety of his or her income. The macro-influencer category may include some lower-scale celebrities, athletes or personalities.

Mega-influencer (1 million-plus followers)

Now we’re talking major celebrities. With 1 million-plus followers, mega-influencers have an enormous following and therefore substantial influencing power on social media. Typically, the biggest brands, like Coca-Cola, are the ones working with mega-influencers.

Summary

Being familiar with the various types of social media influencers may help you in the event that you are considering influencer marketing as a strategy for your brand. From nano to mega, each type serves its role in the social media marketing ecosystem.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

Looking Out for the Little Guys: A Small Business Suggestion for Instagram

Small businesses have the chance to make a big impact on social media. However, navigating these global platforms with literal billions of users can sometimes leave small business owners feeling, well, pretty small. A recent experience on Instagram had us thinking of ways that the platform could be a bit more user-friendly for the little (business) guy on the totem pole. Hence, we have this small business suggestion for Instagram.

Behind the music

Instagram introduced the ability to add music to its Instagram stories feature in June of 2018. According to Instagram when the featured launched: “Now you can add a soundtrack to your story that fits any moment and helps you express how you’re feeling.” Keep in mind, due to the nature of stories, each selection is about 10-15 seconds of a song—not the entire track. (You can adjust which portion of the song you would like to use, however.)

Recently, we were posting an Instagram story series to the McNutt & Partners business account with the theme of “What we’re listening to in the office.” After gathering up everyone’s song of choice, making graphics to reflect and heading to the platform to post, we hit a roadblock.

For business accounts, Instagram offers a random selection of songs to choose from in its library, but you can’t just select any specific song or artist. This differs from when we have used the feature on our personal accounts, when we didn’t seem to have any issues finding a particular artist or song.

We get it. Royalties are a thing, and Instagram is not a music platform. It’s just an “extra” feature. But this got us thinking.

A small business suggestion for Instagram

Small businesses don’t have the budget of Coca-Cola to pay royalties on songs for a major TV ad campaign, for example. But what if there was a way to support a wider variety of artists on the platform (beyond Instagram’s current limited music list)?

Similar to how bars and music venues are required to have various licenses to play music, Instagram could offer the option for business accounts to pay to access a more diverse selection of music options. To scale the concept for different-sized businesses, the fee could be based on follower count. The higher the follower account, the more you pay for music access. That way, big brands (with higher follower counts) that can afford to pay more for music will, while smaller businesses still get the benefit.

High follow count features already in place

This tiered approach suggestion in terms of music reminds us of a feature that is already in place. On Instagram, brands with high follow counts already get access to a feature that accounts with smaller follow counts do not. Once an Instagram account has 10,000 followers, the platform unlocks a feature that allows users to “swipe up” on a page’s story post to directly access the business’ website (or whatever link the business wants to send people to).

It makes sense that Instagram is incentivizing businesses to attract higher numbers of users. We just think that small businesses should get some love too—especially with social media algorithms presenting barriers to users seeing business content in general.

Summary

We love the ability to use music on Instagram stories, but wish the selections weren’t as limited. A small business suggestion for Instagram: allow business pages to pay (the dollar amount based on follower count) to support a wider selection of artists.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

McNutt & Partners’ Guide to Posting on Instagram

Raise your hand if you’re a visual person! We ask for two reasons. For one, Instagram is a highly visual platform. Secondly, visual people tend to learn better with visual guides and examples. In our experience in managing our clients’ Instagram accounts and content, we’ve identified a few “best practices” to follow in an effort to make the most out of the platform—and appeal the most to your followers. Download our guide to posting on Instagram, and read more about it below!

Images should be sized in a square format.

On Instagram, it’s definitely hip to be square. Instagram displays its images in a grid format—a square-based grid to be exact. Images on Instagram should be square in size and measure 1080px by 1080px, or a 1:1 aspect ratio. Otherwise, critical information could get cut off. Not following this guideline can make your content appear disorganized and ultimately, unprofessional.

Avoid using links in copy.

Instagram is not the place for posting links, as the platform does not support links in post copy. If you put a link in your post copy, it will just appear as (messy) text, and it won’t actually go anywhere. The only place that Instagram does support links is in a page’s Instagram bio. You can direct followers to the link in your bio with text like “Link in bio” or “Click the link in our bio!”

Maximize hashtag use in copy.

Some platforms, like Facebook, don’t see as much engagement with hashtags as platforms like Twitter and Instagram. Instagram post copy supports up to 30 hashtags per post—so use them to your advantage! Identify a set of standard hashtags to use with every post, and then add hashtags relevant to specific posts each time. Hashtags can help your content show up in more places on Instagram, including on the feed of users who are not yet following your page, but may be following one of the hashtags you used.

Use a cover image when necessary.

A visual platform like Instagram is all about consistent branding. If you are posting something off-brand (i.e., an image that does not use your font, colors, logos, etc.), use a branded cover image along with it. This can be a simple text graphic that says “Swipe for news!” or “Swipe to see something cool!” That way, your grid will still appear consistent with your branding.

Keep branding consistent.

Speaking of branding, in our guide to posting on Instagram, we suggest keeping your graphics simple and on brand. This means limiting the amount of text you put on a graphic, using no more than three different font types in a single graphic, and always sticking to your brand’s color scheme.

Use Instagram stories to your advantage.

Instagram’s algorithm may limit how effectively your feed content reaches your followers. Content posted to the “story” section, however, is not subject to Instagram’s algorithm. Set up a schedule to post story content on some kind of regular basis. You can also use the stories feature to direct followers to your page’s feed content.

Summary

Each social media platform is unique in its preferences, and Instagram is no different. As our guide to posting on Instagram shows, there are ways to best use the platform in order to maximize the yield you get from it in terms of your digital marketing efforts.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

5 Types of Businesses That Require Social Media to Function

Let’s be clear. We think social media is a must these days for Every. Type. Of. Business. There are some businesses, however, for which social media is not only a must, but the sole, main or most effective form of communication for reaching their clients and customers. Put another way, without social media, there may not be much of a business. Here are a few types of businesses that require social media to function.

Food trucks

When you’re a food truck, you’re always on the move. Unless your customers are actively following you around all day in their vehicles or happen to stumble upon you walking, they won’t know where you’re going to be. That’s where social media comes in.

Food trucks benefit from using social media to communicate to their fans what their weekly schedule is-i.e., where they’re going to be on what day. Since this is something that can change on the fly depending on weather and other circumstances, the immediacy of and quick ability to update social media comes in handy.

Service-based businesses that are mobile

The theme of mobility also comes into play in our next example. If you’re selling a product or performing a service on the move sans storefront, then social media is your central hub for connecting with customers—to make announcements, offer specials, etc.

Taking some examples from our own lives with types of businesses our staff has patronized, we’re thinking mobile car washing/detailing, mobile spray tanning/beauty services, lawn care…you get the picture. Many of these businesses even conduct their bookings through built-in features on platforms like Facebook, for example.

Service-based businesses with frequently-changing schedules

Again, with needing to let customers know information on the fly, another one of our types of businesses that require social media to function is ones whose schedules change often. This differs from the category above because maybe they do operate a storefront, but that need to let people know about updates that change frequently is what ranks them in this blog.

Example: a hair stylist, who may have a certain number of time slots left available in a given week that he or she is trying to fill. He/she posts on social to generate interest in those available time slots.

Online boutiques/retail

You have your website, but most customers aren’t clicking to your site as soon as they roll out of bed in the morning. They are clicking to social media. Many online retail businesses mirror their website offerings on social, which is a good strategy.

Taking it a step further, you may not even have a website. These days, through social media shop functions offered by platforms like Facebook, it’s possible to run the ecommerce side of your business entirely through social media itself.

Start-ups

Small, start-up businesses should rely heavily on social media! Maybe you’re too small to have a storefront, and you’re working out of your home. Or maybe you’re just working out of your home because you want to. Either way, social media is a free resource for generating brand followers and pushing your products and services.

Summary

We can’t say it enough: we believe every business should be on social media in some capacity. However, we’re shining a spotlight on these types of businesses that require social media to function. Social media’s immediacy and fast-consuming nature poise it as the perfect place to broadcast content for these brands that are essentially cultivating their followings remotely or online.

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

 

Saying a Lot in Six Seconds: Crafting an Effective Six-Second YouTube Ad

Sometimes they say a little goes a long way. Sometimes they also say, time is money. When it comes to the six-second YouTube ad, both are true. It’s possible to say a lot in six seconds, when you opt for a video ad format that users can’t skip over. That’s what the six-second YouTube ad offers.

A quick recap of YouTube ad formats

The six-second “bumper” ad that we are focusing on in this blog is just one of a couple of different options.

Skippable in-stream ads

These play before, during or after other videos on YouTube and can be seconds to minutes in length. Viewers have the option to skip after five seconds.

Non-skippable in-stream ads

These also play before, during or after other videos and are a max of 15 seconds in length. Viewers do not have the option to skip the ad.

Bumper ads

Again, these play before, during or after other videos, and they are limited to six seconds in length. Viewers do not have the option to skip the ad.

There are also video discovery ads, outstream ads and masthead ads. Click to read more about those.

Benefits of the six-second YouTube ad

Why opt for the non-skippable six-second ad over others? Two of the main benefits are right there in the name. For one, since it’s only six seconds, you don’t have to invest too much time or too many of your own resources in the ad creation itself. Secondly, since it’s non-skippable, YouTube users will consume your content no matter what (if they are intent on watching the video that follows).

Quick bursts of information like this are ideal for general brand awareness and reach.

Saying a lot in six seconds

The thought of cramming your brand’s message into six seconds may seem a bit intimidating. However, we’ve outlined some best practices for crafting an effective ad in YouTube’s short format.

Mention your brand off the bat

You don’t have much time, so be sure to put your brand center stage—ASAP. Say your brand name, show your logo—however you can start the association quickly.

Simplify your story

Now’s not the time for a multi-tiered plot. Simplify down to the most critical pieces of information you want to convey. For example, if you want to highlight a particular service or product or showcase an offer—get to the point. If you want to simply generate brand awareness, hammer in your brand name, location and website. Don’t waste time on unnecessary words.

Rely on understood information

To help simplify, remember that some things do not need to be spelled out for the viewer. Save time by relying on “understood information,” i.e., cultural references and conventions that are generally well-known.

Focus on audio

According to Buffer, 95 percent of YouTube video is played with the sound on. Consider this stat and use music and/or voiceovers to your advantage in your six-second YouTube ad.

Pick up the pace in editing

This means using showcasing multiple shots into your short six seconds. The slower pace of shot transitions can be saved for longer-format video ads.

Summary

There’s certainly an art to crafting an effective six-second YouTube ad. With limited time real estate, it comes down to highlighting the most critical pieces of information to help you achieve your marketing goal while conveying your message in a way that will appeal to viewers.

Need help with your six-second YouTube ads? The McNutt & Partners team is here to help!

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.

Blog Longevity: How Blogs Keep Helping Long After They Post

How do you feel when you hear the word “blog”? Excited? Intrigued? Intimidated? Blogging has been on the map as an effective platform for creating digital content for some time now; however, every now and then it’s a good idea to check in with the tried and true. Are blogs still relevant? Here, we’ll explore not only why they are still very much relevant in terms of cultivating a following and SEO fodder, but also how blogs keep helping long after they post.

A quick recap of why we blog

Blogging serves a twofold purpose for brands. For one, it serves as a means of communicating and sharing content with your audience. This gives you the opportunity to attract and maintain brand followers, which hopefully translates to consumers and sales.

On the other hand, blogging is also one among many tools in your SEO toolbox. Search engines need content to associate your brand with in a digital context in order for you to have a chance of ranking in a search. With its longer format, the blog offers a space to place keywords that you want to associate with your business online.

Blogs keep helping long after they post…

…and we have proof.

But we’ll get to that in a minute. First let’s explain exactly how a blog that has been posted for a while can continue contributing to positive digital marketing efforts.

Think of a blog as an entry into your library of digital content. The items in the library are accessible at any time after they are created. In theory, the way we want it to work is as follows:

  • Someone searches for a phrase in Google.
  • The phrase correlates to keywords in your blog, so it pops up in search.
  • The searcher clicks on your blog, driving traffic to your website and creating brand awareness.
  • The searcher shares your blog with others, and comes back to your website for additional content.

Unlike a fleeting form of digital content like an Instagram story, once you post a blog, it’s out there in the universe until you take it down. It’s available for people and search engines to access over, and over, and over.

Real life examples

We promised examples of how blogs keep helping long after they post. These blogs among our clients were top performers in March 2021, though each was posted well before that.

“10 Fun Facts About Japanese Maples,” May 26, 2020

This blog about Japanese maples from Crooked Oaks is still going strong with 107 page views in March 2021.

“Fence Height: How Tall Should I Build My Fence?” October 7, 2019

Who knew fence height could cause such a buzz? This 2019 blog from Turner Fence had 316 page views in March 2021.

“6 Famous Musicians from Macon, Georgia,” April 29, 2020

With a solid 62 page views in March 2021, this blog from Summer Park Apartments in Macon, Georgia still has us singing its praises.

“5 Traditions from Troy University,” October 17, 2019

A year-and-a-half later, this traditional blog from Troy Alabama Apartment Homes saw 72 page views in March 2021.

A Guide to Common Grass Types in the South,” March 22, 2019

This blog’s page view count grew just as fast as summer grass! The Leakesville Small Engines blog had 498 page views in March 2021.

“4 Steps to Take if Your Instagram Account Is Disabled,” August 26, 2019

Time to toot our own horn a little. In March 2021, our blog from a year-and-a-half ago saw a solid 103 page views.

“Burst Blood Vessels in the Eye: When to See a Doctor,” August 19, 2020

Now for the big winner. This Mississippi Eye Care blog had 5,756 page views in March 2021 alone!

Don’t delete your blog!

A note of caution—don’t delete your blog! Even if your blog is inactive for a period of time, it’s still out there doing work (as our examples prove). Take the time you need, and then get back to posting when you can (or rely on an agency to help).

Summary

Your blogs keep helping long after they post by contributing to both brand awareness and SEO efforts. It’s just another reason to add blogging to your digital marketing routine!

McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.