Old Blogs with New Tricks

When your run dry of new ideas for your blog, thumb through your own portfolio of old blogs for fresh inspiration – and quite possibly a perfect repeat performance.

When your run dry of new ideas for your blog, thumb through your own portfolio of old blogs for fresh inspiration – and quite possibly a perfect repeat performance.

Old blog posts don’t have to be yesterday’s news. You can always repurpose evergreen content to publish as if it's something new.

Good blog content is timely and topical, which is what attracts clicks. But the advice contained in these blogs may live on and can form the basis for a new blog post or retrospective. In either case, the source for more material can certainly be your own old blog content.

Clever bloggers can think ahead and plan for a future use of their content, especially for that time when new ideas are are hard to come by or when an old blog suddenly becomes relevant all over again.

Another way to approach vintage blog content is to use it as a jumping off point for a new, related thought. Perhaps you’ve thought more about the advice you once gave and can expand on it. If have changed your mind on the subject, you can share the reasons why. Maybe you have more expertise or a new perspective now. 

Some subjects, like last year's food safety crisis at Chipotle, merit repeat coverage. You may have a product or a service with multiple aspects. You can write new blogs that highlight aspects you may have only briefly mentioned in previous blogs.

A new event might occasionally call for revisiting an old blog that was once more pertinent. Update it if you need to or re-post it if you don’t. Either way, make it clear you addressed the topic before – and your advice or service is still relevant.

A perfect trigger to resurrect archived blog content is in response to a customer question. Some may ask about a subject you’ve already covered, which gives you a chance to rework and update your thoughts in the form of an answer. You have the best of both worlds – responsiveness to a customer inquiry and credibility for having the answer already on the record.

Anticipating an emerging situation can be another terrific cause to revive an older blog that dealt with something similar. Think of your revived blog as a newsjacking opportunity.

Many content marketers and the organizations they serve complain about how hard it is to dream up material to write about. But maybe they should spend time thumbing through their own archives for new inspiration or old blogs that deserve another day in the sun.

You wouldn’t have to wonder where to look. Just pull up your own blog. Remember, old blogs can convey new tricks.

Gary Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at and you can follow him on Twitter at @GaryConkling.

Tuning Content for Your Audience's Ear

Content marketing is more than blasting content through a megaphone. It involves finding out what your audience wants and giving it to them.

Content marketing is more than blasting content through a megaphone. It involves finding out what your audience wants and giving it to them.

The secret to content marketing lies in knowing your audience, not someone's formula for success.

Neil Patel, writing for, says too many content marketing initiatives go down in flames because they follow so-called best practices rather than the clues provided from target viewers.

"Take every best practice with a grain of salt. Do the one thing that matters: Know your audience," Patel urges. "Your form, method, frequency, length, style, approach, tone, structure, images should depend on what's best for your audience."

Content marketers are discovering what ad agencies have discovered – connecting with audiences requires more than shouting through a megaphone. Writing a blog that no one reads is just as much of a misfire as producing an ad that no one believes.

The "best practices" that Patel spears aren't necessarily bad practices to adopt. Snappy headlines, brisk copy, blogs, infographics all can be effective tools. But that's what they are – tools, not ends.

One clue to what your viewers are looking for is what they click on in your website. Typically, the most clicks are for team biographies and case studies. That suggests content centered on your team members and stories about your work.

Another way to ferret out what your viewers want is to ask them. Periodic surveys can combine a little fun with serious questions. This might lead to producing content, such as an informative Ebook, that responds to interests or needs that are expressed.

Tuning into online conversations is yet another way to hear what is on the minds of your audience. Creating content that follows – or bucks – trends could be a great way to capture attention.

One constant in content marketing that shouldn't be forgotten is the need to provide something useful. Usefulness could mean content that is entertaining, informative, relevant or eye-opening.

Another content marketing maxim is letting the form follow the function. Your content must be created, packaged and delivered so it arrives at the doorstep of your audience, whether that doorstep is a desktop, tablet or mailbox.

Many content marketing best practices have value and reflect track records of success. But Patel is right – they aren't where you start in designing an effective content marketing campaign. The place you start are the persons you want the message to end with – your audience.

Finding Your Brand Voice

Interactions on social media or blogs should be through a common voice. Finding that brand voice involves a lot more than just picking someone in the intern pool. 

Most companies and organizations have concluded, whether eager or grudging, they need a presence on social media and to engage in content marketing. But discomfort lingers, so the first command decision is who will be delegated the responsibility of tweeting. This is like making a wrong turn into a one-way street.

The whole idea behind consumer or constituent engagement is to build trust. One of the most important avenues to trust is familiarity. You recognize a friend by how they talk. You trust a friend because of their values. The same should be true for a brand.

Here are some of the factors to consider in developing and sustaining a credible brand voice:

Appropriate Voice

If you make hot dogs, your voice should have a different tone than if you are dentist. People associate hot dogs with parties and ballgames. They associate dentists with pain. Your voice needs to reflect your brand personality. 

Blogging about hotdogs has more leeway in the use of humor than dentistry, where the focus of blogging should be on putting people at ease about procedures. There is plenty of room to flex personality in both circumstances. You just need to flex the right personality.

Know Your Objective 

There are differing reasons to engage on social media, which also can influence the tone of your brand voice. Red Bull wants to envelope people in the active adventure lifestyle it promotes. Comcast wants to monitor social media so it can respond immediately to consumer complaints, in the quest to convert people with problems into ambassadors of the brand.

Rethinking the Press Release

Thinking of fresh story hooks and communications channels is better use of your time than word-smithing a press release, which won't run verbatim in major publications anyway.While some organizations waste time word-smithing a press release, wiser hands think of creative ways to entice coverage of their story by reporters and bloggers. Others just publish their own stories.

This doesn't mean the press release is dead. It just means there are a lot more options to look at besides grinding out a faux news story, with the obligatory and often gratuitous quote by the CEO.

Here are some options for story pitching:

The Advantages of Personal Blogging

Personal Blogging offers many unique advantages.Company blogs are great for thought leadership or sharing helpful information with customers. For some content creators, this definition is too narrow. For these people, personal blogging can be a great option.

Here are a few advantages of personal blogs.

Content can be more personal
It’s the content that distinguishes a company blog from a personal one. A personal blog can be a great place to post reflective posts that may seem out of place on a company blog. This can also be a great place to talk about hobbies or other details about your personal life.

Content can be more varied
Content on company blogs should be focused and clearly directed at current and potential customers. It is also important to keep content consistent in terms of style and format. With personal blogs the main theme is the person writing it. The topics and format of the content can vary from post to post.

Five Tips for a Successful Personal or Company Blog

So you’ve started a blog. Now what? Maybe you want to blog about your culinary adventures, or your most recent trip to a foreign country, or about a day in the life of your crazy family. Or perhaps your company has harnessed the power of the Interweb in its marketing, and you’re finding yourself a regular contributor to your company blog. Whatever the case, here are five tips that will make you a better blogger.