SEO and Content Marketing are very much joined at the hip. The most important thing is to turn up and be consistent.
Produce a piece of content that can be shared across your channels but keep the message personal for each audience. Experient with the times of postings and write from the heart.
This is about building trust with humans before search engines.
We can all get bogged down with trying to be super creative and spending far too much time scrolling the creativity of others. I find it easier to think about what I am trying to achieve rather than just thinking well that’s the blog post out the way!
Document what you are doing and if you are between projects, document your thinking, your ideas. Let your potential clients/customers have a peek around the curtain. Also, try and use imagery that stands out, try and avoid stock photos and just think outside the box. It will be fun!
Evergreen Content Will Always Have a Life of its Own
I had a client a couple of months ago say that they were getting very little traction from their blogs and perhaps they should just concentrate purely on Facebook as that is where they got the most engagement.
I tried to convince them that putting all your content on one platform (which you have no control over) could be a big mistake but they decided that was what they wanted to do.
Three weeks later they noticed in Google Analytics that a blog post from 2017 had suddenly started to get shared over 100 times a day, first from Youtube, then Facebook, Twitter and Linkedin. Other pages linked from this were also getting way more traction.
The piece of content was timeless, it had been discovered and was now introducing a whole new audience to the clients business and knowledge.
Everything you post is there to be discovered, you might think it has had its day but for someone else, it could be just what they wanted at that moment.
How often should you blog? That’s a question I get asked a hell of a lot.
Another way of looking at it is what kind of medium do you also want to use? Because there are so many options now.
Are you going to use video? And if you are, are you going to do ‘live video’or is it going to be pre-recorded video?
Perhaps you should be looking at podcasts?
Everyone’s talking about podcasts now. Should you be doing that as well? But again, what about your blog? And what do you even put on your blog and how often should you do it?
Try and see it as one piece of content. I would recommend video as your starting point. I don’t go live because it can come across as an interruption unless you have been promoting it in advance.
On Facebook you might get some people looking at your broadcast, but I tend to find presenters spend too much time saying ‘Hi’ to the people they see pop up in the newsfeed. This behaviour can take away the focus and most people will start to get bored very quickly if you do not stay on message.
Also, it is a major commitment to go live at the same time every week. What if you have a dental appointment or when your cat is sick!
A pre-recorded video has many more options because that pre-recorded video can also be a podcast and once transcribed a blogpost as well.
You can decide if you want to do this monthly, biweekly or weekly and this will be a lot easier to stick to.
The key thing with content marketing is to be consistent and ensure you turn up. Search engines will know there is fresh material coming onto the website, and your audience also knows to check because will not want to miss anything.
This takes us to the other key point. What do you talk about?
This is where a lot of people get hung up thinking they’ve got to find this incredible piece of quality content every time they post. Maybe you do sometimes, and you have lots of engagement, and then you have a nightmare thinking how do I top that!
Rather than getting hung up about being Uber creative, why don’t you document what you’re doing throughout your working week? You will be working on projects for clients, which you could talk a little bit about, perhaps a problem comes up that you solve, the solution could be the topic, or maybe you’ve gone out for a walk, and you got inspired by something that is also a possible blog post.
A photograph from your week and a few lines of texts is a blog post.
Another way to look at this is to see the main pages of your website as your corporate look. Your services are there, your about page etc.
This is the part of the website that wears the business suit, and your blog post is the jeans and tee-shirt version part of your brand.informally
It is more chatty, like meeting informally by the drinks machine. you can talk about what you are up to, maybe talking about what music is playing on in your home office (Deep Purple here!) and bring that into your client work.
So rather than getting hung up, which means that you’ll miss a week or keep putting it off. Pick a day when you are going to publish and make notes during the week and remember it doesn’t have to be long.
This video ended up being about five minutes, but it could be just two minutes next time.
The key thing is to turn up and be consistent because if you don’t do that, you will become invisible!
If you need any help with content marketing or how to feel comfortable in front of a camera, just let me know and I would be delighted to talk to you.
Thanks very much.
How You Make People Feel – Is How You Will Be Remembered
I work a lot with hospitality businesses, Hotels, Restaurants, Pubs, Holiday parks etc. Part of what I do is look for trends and monitor these via SEO and Social.
I have to say that I am appalled by what many of these businesses are having to deal with. I am hearing tales of Staff dreading going in and in tears at the end of a shift.
Establishments that had wall to wall 5-star reviews are now getting 1-star reviews and abuse because customers don’t like current the restrictions or have lost all empathy via online booking and payment apps.
It seems like the personality changes we see some people have when they get behind a wheel is spilling over into those that are using a QR code to book a table.
Be kind, be supportive and be remembered for the right reason.
(Video Duration 6 mins) Do you have a project or idea that never seems quite ready, then this will help.
Video Transcript Below
This is not advice about marketing as such it is about how you apply yourself to your business, projects and passions. A friend of mine Thad Cox shared a post on his Facebook Group recently and he was talking about the problems of being a perfectionist. If you’re a perfectionist, you tend to not get things done or you have projects that just stick around for ages because they are never quite ready.
It is a bit like if you take on anything new, you have to make sure you buy all the right equipment, all the right software and read all the right books before you even start it. Then ironically all these things can mean you never actually start at all!
I have never really been that kind of person, my approach has been I have an idea and when I am about 50 to 60% ready and I launch it. I just go for it, even though it’s not quite ready (sometimes nowhere near ready). I just launch into it, this is because I have always felt that the best ideas come once a project or an idea are actually running. It is also when you start to see what doesn’t work. You start to see things from a different perspective and you start to adapt and come up with things that you would never do otherwise. If it was still in the kind of laboratory stage, or you were still writing your business plan you may not see these new ideas or a way ahead.
But the reason I’m saying all this is that I have noticed that I’ve changed.
When I read Thad’s post it made me realise that I have got a couple of projects that really should be further down the line than they actually are. Basically I have been copying them over from my weekly to-do list from one week to the next. I might make a note that it has to be launched by Friday, and then I cross it off at the end of the week and on Monday write it in again! As I said this is very unlike me, so why is this?
The reason is that when I look back at when I started my business or whatever projects I have done in my life, I have basically just used my gut feeling and maybe touched base with one or two people. I have then just thought, that’s enough info and I move to the next stage of implementation or launch.
So what is different?
Now I have access to the whole world via the internet.
I have access to unlimited voices via social media from Twitter to Facebook, to LinkedIn, to YouTube, whatever my concern is, I can type that concern into a search box and what will return will be 1000s of pages, videos and posts of people’s opinions and experience on what they think.
So then I have to go through all of this data and media thinking should I listen to that person or follow that path, do this or do that. There will be some people saying it will not work or has been done before even though each answer it actually not 100% relevant to what you are trying to do. The result can be a feeling of being overwhelmed and as a result, you put off doing anything and park your idea yet again.
The problem with perfectionism is that we now don’t have the confidence in our own gut feeling because we feel that whatever we’re going to do we need to check with others before we do anything. It could be something as simple as watching a film on Netflix. Instead of just thinking, well, that looks good, we Google it to see what other people think. Then we read a few reviews and then see that only seven out of ten people rated the film. So worry if it worth watching it?
So if we that over watching a film, what happens when it is something bigger like a project that’s going to have financial implications attached to it?. We can have worries about what people may think and keep collecting more data carrying out more searches until our perfectionism just says let’s look at this again next week.
So this made me think on this one particular project I have been putting off for a while. I sat and did my best to think of all the variables and started to go down another rabbit hole and still could not see a way forward.
There was only one solution, something I would have always done before – I just launched it and stepped back.
What happened Next
And as soon as I launched it, literally within two minutes, the answer to the problem appeared. This was because I could see it in a live instance and straight away I could see what I needed to do.
As humans, we are like a ship that has been launched. It’s too late to go back to port for a complete refit. However, we can fix and tweak things as we carry on with our journey. This is your journey of life, your projects and your passions. Even when you tweak things along this journey, it’s not going to be perfect. Each tweak will either push you forward or you may slide back, and then you’ll see a different way and you’ll go forward again.
The real problem in being a perfectionist is you are trying to control every outcome and imagine every possible variable. This is impossible. Once your idea has wings it is time to fly. It may feel scary but that is where the real creative opportunities are.
Hi, this is Phil Aston from Genius Loci Media in the far West of Cornwall
Is your Facebook business Page a website?
No, it’s not a website. It’s a page on someone else’s online space, and you are at the mercy of whatever that organisation decides to do now or in the future. (Remember Google Plus?)
Do you remember when Facebook was really keen in wanting people to set up their own business page on the platform? You set up our Facebook Business Page and asked lots of people, contacts etc to like your page and then you posted content and everyone saw it. Basically you helped build Facebook’s business. Then as soon as it became successful, they then stopped everyone seeing your posts. (it is less than 2% now). So then they encouraged you to actually advertise to the people that already liked your page. So again, you were building their business.
So what is happening now since the world changed with COVID?
Well, even those Facebook Ads (or any Ads!) do not work the way they used to.
If you are building brand awareness, there’s still some mileage in Facebook Ads, but if you’re trying to sell products or services, people aren’t going to take your word for it anymore. Users can now say they do not want to see your Ads and can block them on their mobiles. Running Ads is really is kind of a cul-de-sac right now.
So your Facebook Business Page is not your website, and this is not a video to try and make you build a new website. It about is aimed at people, who have a website but have neglected it due to all your focus being on your social platforms. Your website is perhaps sitting there and had not been updated for a while and the message it is out of sync with you recent Facebook posts. I see a fair few websites where the last blog post merely states they are going to do more blogs posts and even that was a few months ago.
Social media is actually more important now than ever as it is where your customers can share information and read reviews from real people but they are still going to check out your website to ensure the message is the same and read material which will help build trust before they make a decision. Your website should be where you post your content first. This is where you are in control, it is your domain and online space. Whatever social media channels rise or fall your website will remain as your content mothership representing your brand online. This is where SEO comes in and having good quality content that answers questions from your customers and fans.
It is from your website that you can then share your content to your Facebook Business Page, Instagram, LinkedIn, Twitter, YouTube etc, Your website is your content hub. You’re probably thinking, that’s a hell of a lot of work to keep on top of this (it is). But what this current Pandemic situation is telling us is that this is when you should be investing in your content strategy. This is when you should also be thinking about connecting with people through video to build trust even more.
I have personally learned a great deal during this period. I am based in Cornwall and have been a fairly regional business, but now through video, I can connect with new clients anywhere in the world. I’ve got just as much chance of getting a client in New Zealand or Los Angeles as I have in getting them in Truro or Camborne. This also puts emphasis on the role of your website. You may be talking to people via Linked or Facebook but your main brand representation is your website.
I can talk to people anywhere in the world. I no longer think of clients and having a face to face meeting once a month, I can jump on to a video call via Zoom to have a quick update at any time. Thinking regional can restrict your business or even your creativity. You can have a zoom call with someone in Los Angeles or mountain time in America and then just carry on with other tasks. You might be thinking you can’t build relationships the same way via video as face to face. I would argue that. Yes, you can.
If you want help on anything I have mentioned in this video from SEO, updating your website or even knowing what microphone or what video camera to use for video calls please get in touch.
Workload & Capacity
A quick update on our workload for website design.
Some of you may have noticed across some of our media channels that we are slowly changing direction and some of the services that we offer are going to be withdrawn. Website design is one of these.
We have currently got seven website projects in the pipeline and we are not going to be taking on any more from the end of this month.
Our focus is now on content marketing, SEO and Social. We are still offering website management and hosting for clients as this fits in with our content and media services.
If you need any help with anything to do with your online content marketing, get in touch, and I’d be delighted to talk to you.
Phil Aston Genius Loci Media Insight Backed marketing without the noise www.geniusloci.co.uk
If your website gets hacked in the evening or weekend, will your hosting company or your website agency be there for you? Or will you get a message saying they will look at it during regular office hours?
Last night we had a luxury hotel that came under sustained attack, the result being they lost control of their website. They found themselves locked out and that their home page was now the doorway to spam downloads.
The website had a premium WordFence security Plugin already in place, but still, it was compromised. Wordfence, when contacted, said they would look at the issue in the morning for a fee of $125!
The hackers had covered their tracks well, and it looked like they had got in via another user account. They had then added additional scripts and set up a ring of protection for themselves.
With the client getting inundated with worried guests and the concern that Google could quickly blacklist them for Spam they got in touch. It was 11.30 pm.
We had a look at the log files on the server and could see suspicious activity had taken place in the previous 24 hours. We quickly decided to roll the website back seven days, including the Database and all files.
Within 30 mins we back in the website.
With this done, we quickly logged in and changed all the passwords and installed two-factor authentification protocols using separate phone apps. Our IT support team then monitored the website through the night. IP addresses were blacklisted, plugins checked and by 1.30 am; everything was fine with any website changes back in place.
By the time the client came back in this morning, everything was back online and working.
I have mentioned many times that some people are surprised that we also offer website hosting. It was never our intention in the beginning but having worked with so many client websites that were underperforming due to cheap shared hosting or had dire support. We started to offer our own.
Our dedicated servers are hosted in the UK, and our IT support is available 24/7 365 days per year. We run a dedicated high-performance server that can text us if someone even looks at it the wrong way!
Your website is at the centre of your online world, imagine what you would do if you lost it all and had to start again? With Genius Loci Media we are already ahead of you, with daily backups kept for a rolling seven days, together with monthly backups kept offsite on separate servers.
As you read this are all your plugins up to date?
Are all of your Plugins still valid?
Are you running the latest version of WordPress?
When was the last time you updated your passwords?
Do you even have time to even think about these issues?
Our solution is you won’t need to as our approach is to let you get back to what you do best, while we do the rest.
We are working with Classical Strings to help set up high-quality HD audio for Virtual Weddings using Zoom.
This is being achieved using Beyer Mics via a Focusrite audio interface. The sound is then channelled into Logic Pro X and out via Zoom.
Depending on the room the couple is getting married in we can add reverb and EQ to mimic a Church or Cathedral.
For the visual aspect, we will be using a green screen with a projected background to suit the occasion. A high-quality recording will also be made at the same time to be used as a wedding gift.
Phil Genius Loci Media Digital Marketing Support www.geniusloci.co.uk +(0)1736 719342
“A situation only becomes favourable when one adapts to it”
In May 2004 we started our own business in Cornwall.
When we started we saw our initial business plan collapse within weeks and we had to quickly pivot to ensure we did not lose our business and our house. This taught us a lot and gave us the tools and skills to adapt quickly to change.
With Covid-19 appearing, we thought we were facing a similar dilemma.
However, a phrase that worked back then also worked this time around.
“A situation only becomes favourable when one adapts to it” ( I Ching)
Now as we head towards our anniversary date we are thankful to our current clients for their support and happy to say we are now expanding the business globally with new clients, ideas and services.