The Found Gen

Marketing That Works.

James Schulman

by

Stay Relevant by Updating Old Blogs with New Ideas

The more consistently you post content on your website, the better your blog will perform, but coming up with 4-8 new blogs per month can be a real challenge. 

Here’s a pro tip: repurpose what you’ve already written.

Why You Should Update Old Blog Posts

What’s old can be new again when you’re on a quest to fill your content calendar with relevant, value-first messaging. 

Taking old content, dusting it off and putting a little polish on it enables you to put your marketing where your website is and demonstrate your ongoing relevance to readers. What’s more, web crawlers love fresh content. By adding at least 4 pages of updated content to your site each month, you can improve rankings and attract new traffic. 

Now, be warned: duplicate content is still a big no, no in the online world. Not only does Google frown on dupe content, it has been known to flag your site and reduce or remove your rankings altogether. So, when we say “refresh” we don’t mean “reuse.” 

Where to Start When Refreshing Content

Now that you know why you should post consistently to your website, here are a few places to start when digging through the archives to look for old blogs to update – or write afresh. 

  • Review Google Analytics – Good contenders for refreshed content are those that already resonate with readers. If certain topics tend to pull favorably, keep ‘em coming. Look at your data for the most-viewed pages and use those as a launching point for refreshing content. Giving readers more of what they want is always a good idea.
  • Refresh old posts with current trends and data – Here’s an example we can all relate to. Like most businesses, we produced a ton of content during the pandemic and much of it spoke directly to the crisis at the time. No one wants to read pandemic-era posts anymore, but that doesn’t mean the meat and potatoes of those posts aren’t good. Take the winning ideas you have tucked in those blogs (because they likely are still good) and write new content to reflect the current times.
  • Produce evergreen content – Evergreen content is that which stands the test of time. Its relevance does not come with an expiration date (whereas something like “2024’s Hottest Trends in Marketing” does). Adding a mix of timely and evergreen content to your publication schedule helps you reach a range of readers. And one of the best parts of evergreen content is that it can endure with just a little “sprucing” (pardon the pun) every now and then.

Before we go, we wanted to say one more thing. Refreshing old blog content doesn’t mean you’re lazy. On the contrary. It means you’re being resourceful and staying attuned to your audience’s needs. That’s winning at its finest.

Now, stand a little taller, pat yourself on the back and go out there and churn out some old (new) posts. If you don’t have time, we do. Just fill out this super short 3-question form and we’ll call you right back. 

by

Put Your Marketing Where Your Website Is 

In the hunt for the next shiny object, it can be easy to forget about what’s already in front of you. In the case of digital marketing, that’s your website. All that glitters is not gold. Believe it or not, there are effective marketing tactics that stand the test of time and do so in a humble yet steadfast way. Blogging? Yep, that’s one of them. 

Blog It, Don’t Balk It

You already have a website. Don’t sell yourself short or scoff at the idea of the ‘ol weblog as an effective marketing tool. Turn your website into a lead-generation powerhouse by developing a blog strategy that will yield returns for years to come. 

Because your website is one of the platforms you have direct control over (the same can’t always be said about other forms of media), you have the power to chart its course. The more consistently you post content, the better. That means a minimum of 4 times per month. We recommend 8 times/month if you really want to make a dent. Consistently posting fresh, engaging blog content doesn’t just boost traffic, it positions you as an expert and helps build trust with your audience.

Keys to a Successful Blogging Strategy

To take your website from ho-hum to high-powered, you need to churn out fresh, engaging content that aligns with your goals and objectives. Do this to make the most of what you’ve already got – your website:

  • Be consistent – Regularly posting high-quality content keeps your audience engaged and signals to search engines that your site is alive and well. If you’re struggling to come up with topic ideas month after month, dedicate a chunk of time to building out a content marketing calendar. A little upfront effort will make things much easier down the road.
  • Deliver value – People search the internet for answers. When you can provide solutions, offer useful insight and deliver value, readers will begin to see you as an authority on the topic and come back for more.
  • Know your audience – The best blog content homes in on the pain points of your target audience. This enables you to speak directly to their needs and, you guess it… deliver answers and value.
  • Optimize your posts – You can make your blogs work even harder by incorporating keywords, meta descriptions and tags to ensure your blog ranks well in search engines. Some of this is behind-the-scenes work. Others include incorporating long-tail keywords into the content itself.

Your website – specifically, your blog – is a powerful marketing tool that can be easy to let fall to the wayside. It takes work to post content consistently, and that work often slips in priority. Don’t let it. Put your marketing where your website is, and if you don’t have time to do it, let us help.

by

What are the Most Successful Marketing Tactics Today?

Trends come and go, but the good stuff? That stands the test of time. And when we’re talking about marketing, specifically digital marketing, that good stuff can be boiled down to the Big 3: newsletters, blogs and social media. These tactics were successful 5, 10, 15+ years ago, and they are still effective today. 

So before jumping on the trend train or dropping all your budget on ads (which isn’t a long-term solution anyway), stick with what works. Create content and they will come.

Newsletters

Email marketing is one of the most cost-effective tools you have in your arsenal, and the people on your distribution list are eager to read what you have to say (otherwise, they’d unsubscribe). Capitalize on this captive audience by staying top-of-mind with readers. 

Whether you publish weekly, bi-weekly or monthly, newsletters keep you in touch with your customer base, even if some of those customers tend to purchase infrequently. What’s more, they can be a key source for referrals.

Blogs

Blogs are the foundation of your entire content marketing strategy. Without an active web presence, clients will never find you, and the best way to improve your online presence is by blogging. As web crawlers index your site, they’re looking for fresh content. When you add at least four new pages of content to your site every 28 days, the web-crawling bots will keep chomping on your site. This puts you in the best position to boost your SEO ranking and remain useful to a user’s online search. 

Social Media

Rounding out the trifecta of digital marketing tactics that work is social media marketing. The key to making this tactic work, however, is leveraging the channel(s) your audience actually uses. Don’t post on IG if your clients are only on LinkedIn, for example. 

Like with all marketing, you need to meet your audience where they’re at with relevant and timely content. In general, keep the 80/20 rule in mind. 80% of the time you should be giving something to your audience: knowledge, insights, recommendations, a breath of fresh air. And 20% you can ask for something. 

Contact Us for Help

If you’re ready to try out these tactics but don’t have the time or resources to tackle them, just give us a call.We’re here to help.

by

It’s Time to Stop Confusing Sales & Marketing. Here’s Why This is Important. 

Sales and marketing are like two peas in a business pod, but they are not the same thing. While both aim to grow revenue, they play distinct roles in that journey. When lines between the two are blurred, it’s a problem. Why? Because it leads to confusion, inefficiencies and, worst of all, missed opportunities.

It’s time to set the record straight because understanding the differences between sales and marketing – and knowing how to make them work together – could be the key to unlocking new growth for your business.

Marketing is Not Sales. Sales is Not Marketing. 

For too long there has been this erroneous assumption that marketing and sales are two sides of the same coin. This not only does a disservice to the work and process of both marketers and salespeople, but it creates an inaccurate notion of the purpose of marketing.

What Marketing Is

Marketing’s job is to introduce your brand to a lot of people – to create brand awareness. It’s not designed to appeal to everyone – only to the people who are most likely to be interested in the product (i.e., your target audience). If you consider the classic sales/marketing funnel, marketing sits at the top. Its purpose is to educate potential buyers and lead them down the funnel closer to consideration and eventually, conversion.  

Through marketing, you foster engagement and build trust. You do not stuff your content with sales drivel. Rather, marketing provides relevant information, encourages conversations and communicates the value of a service or a product. 

It may sound simple, but it’s quite complex. Building awareness with marketing isn’t just about throwing out a campaign blindly into the internet-ether and hoping for the best. It involves tons of research, evaluation and, most importantly, knowing your customers. When all this is done properly, with the right marketing tactics and a well-designed content marketing campaign, you capture the customers that will actually gain value from your brand.

What Sales Is

As casual readers begin to more seriously consider your product or service, it’s time to hand off the lead to sales. This is the lowest point in the funnel. In traditional businesses, this could mean a salesperson stepping in and closing the deal. More often, it’s a matter of putting an item in a cart (either physically or online) and making the purchase.

It’s crucial that this final stage in the buyer’s journey leaves them feeling good. If a buyer is happy with their decision and has a great experience, they will go on to become a loyal follower and even refer others.

The Same, Yet Different

Sales and marketing go hand-in-hand, but the partnership doesn’t work if marketing tries to sell. Each team needs to stay in its lane and do what it does best. For marketing, that’s creating awareness and giving customers information. Then, when it’s time to make a sale, seal the deal and leave your customers feeling fantastic about their decision.

If you need help mastering your marketing strategy so you can make the sales, give our team a call at The Found Gen.

by

How to Identify Short-Term and Long-Term Marketing Goals

What comes first – the chicken or the egg? Well, in marketing, it’s pretty clear. You need goals before you can celebrate wins because, without a goal, how do you really know what constitutes success anyway?

Embracing Goal Setting

Like with many things, it can be easy for marketers to become hyper-focused on results. Results, results, results. You hear it all day long from the literal or metaphorical boardroom. But what is a result anyway without a goal attached to it? 

Before you go down the rabbit hole of scouring data to come up with results, define your objectives first. Here’s what to know about identifying short-term and long-term marketing goals for your business.

What’s the Purpose of Your Goal?

Short-term goals are generally achievable within 3-6 months. Looking for a quick win? That’s a short-term goal. They help drive immediate results that build momentum.

Long-term goals usually span 6 months to several years. They focus on sustained growth, such as building brand authority, achieving market share or developing a loyal customer base.

How Do They Align with Your Objectives?

Next, you want to tie your goals to business objectives. Does that mean boosting revenue? growing web traffic? building brand loyalty? The key is to balance short- and long-term marketing goals to maintain momentum while building lasting business and brand success.

Make Your Goals SMART

Yes, you’ve heard this before, but it’s because it works! A SMART goal is specific, measurable, achievable, relevant and time-bound. An example of a short-term SMART goal might be: “Increase email newsletter sign-ups by 15% within 3 months through social media ads and blog CTAs.”

Similarly, a long-term SMART goal could be: “Grow organic web traffic by 50% in 12 months by optimizing content for SEO and targeting relevant keywords.”

As you set about identifying goals for your marketing objectives, keep the short and long game in mind. Sometimes you need bursts of speed while balancing endurance, but whatever you do, make sure you have a plan. Goals help focus your efforts, so you start seeing results faster. 

To learn more about setting goals and building a successful marketing program, contact our team at The Found Gen today. 

by

How to Get Quick Wins in Marketing

Sometimes you just need a quick win, amirite? 

When the slog feels especially sluggish and your marketing efforts don’t seem to be having the impact you need them to have, it might be time to shake things up. 

While many content marketing efforts are slower to ramp up (those bots need time to chomp on your site, after all!), you can augment your ongoing marketing strategies to shore up some quick wins. 

Here are some areas with low-hanging fruit that you can pluck off for faster results:

  • Spend some green – Dropping money on paid advertising can be a quick way to get immediate traffic to your site and ensure your content gets in front of your target audience. That is, if your budget allows for it.
  • Refresh old content – Don’t reinvent the wheel. Look back on top-performing content and give it a new spin. If you’re missing keywords or haven’t added meta tags to your website yet, do that now (no one’s judging). This is an easy way to move up the ranks in search engine results faster. 
  • Focus on high-impact efforts – Review your marketing data. If one channel (or topic) pulls more favorably than others, double down your efforts there rather than spreading yourself thin on things that don’t have as much impact. 
  • Drop a flash sale or host a contest – Creating urgency and offering incentives are tried-and-true ways to get consumers to act fast.
  • Call in professionals – If you need to move the needle on your marketing, here’s the ultimate quick win – call in a team of experts. As you scout out potential partners, here’s what to look for in a content marketing company. 

While marketing is often about taking the long view, we all benefit from some quick wins every now and then. If you need to jump-start your efforts or are looking for a little marketing magic as you head into 2025, turn to us at The Found Gen.