Many more people are asking if it’s worth getting published on the UK Education Blog hence why I want to talk to you about recent case studies I have analysed as the digital marketer and SEO strategist at ClickDo.
I want to start by highlighting that the magazine has recently reached nearly 5,000 visitors in a month, meaning it gets up to 200 visitors daily.
For people looking to get published or featured on the UK Education Blog or who are in search of guest posting and digital PR opportunities the platform is becoming more attractive with such metrics. It is fair to say that with over 15k actions within a month the chances of achieving clicks and conversions with guest posting here are higher, apart from the obvious SEO benefits.
The UK Education Blog offers different forms of publications as a media platform, and I had a deeper look at these different formats and how they perform in terms of SEO and exposure – please remember that the shared statistics are correct as of the date of this publication and are subject to change.
The magazine publishes content covering education topics in categories like learning, teaching, schooling, student life, career, EdTech as well as directory posts and listicles which feature top rated businesses and organisations in the education sector.
It invites anyone looking to share expert advice, education insights, tips, and hacks to get featured, so there is an opportunity for education representatives as well as experts and authors to get guest content live.
I summarise the findings in this video:
Let’s start by looking at the most common and popular format – the guest post.
Guest Post Case Study: Advantages and Disadvantages of Living in a College Dorm
The authors at the UK Education Blog regularly publish editorial articles and guest posts.
This specific article has been performing very well as a guest post (their editorial articles perform well too). As you can see it has reached a significant amount of engagement within one year with nearly 2k clicks and nearly 26k impressions from Google alone, excluding additional engagement from Bing, Yahoo, and direct clicks for example.
This post has been ranking successfully because it covers popular related keywords such as “pros and cons of living in a dorm” or “benefits of living in a dorm” which it ranks for on Google. For a guest post to achieve this, it’s important that it targets keywords with a lower keyword difficulty and that it is optimised for search engines also in terms of the images and articles meta data. The expert team can assist with SEO optimization as they work closely with the SEO experts at ClickDo.
Interview Case Study: A Conversation with WuKong Education at the London EdTechX Summit
Moving on to another popular publication format, here is an interview case study. You will see a section called Media Releases when you come to the UK Education Blog homepage and that’s where interviews, opinion pieces, event coverage and media releases are featured.
Having taken a closer look at this case study, the advantages of such a publication format are clear, especially if it is linked with a brand launch or another significant business event or announcement.
As you can see in the statistics below this interview ranks on Google for keywords such as the brand’s name, the event name as well as other related search terms such as “wukong maths”.
This helps with introducing a brand to the market in connection with a personal or background story while being found for search terms that would establish a brand that is not yet well known and searched for. It also benefits the entrepreneur with building their personal brand alongside their business brand. For the founder an interview offers the opportunity to publicly stand behind the brand, product, or service and to showcase the personal journey and motivation.
The UKEB expert team carefully curate the Q&As together with the interviewee to ensure that their focus and USP are incorporated effectively for the best possible outcomes and performance. An interview publication is also beneficial for a Google Knowledge Panel for example, which serves as a great online asset for any entrepreneur and ClickDo’s founder Fernando Raymond explores this in more depth on our ClickDo YouTube channel:
Social Media Case Study: Gaining additional Exposure through Network Shares for Mentioned Businesses/Organisations
What provides every post with an additional boost is sharing them on social media. The UKEB magazine shares all the published posts on their channels, which can boost the exposure of the publication significantly as the below example shows.
Through related hashtags and tags, social signals boost the brand and if they already have a solid network, their connections might also share their post, providing the brand with even more exposure and engagement. This in turn boosts their website and brand name online so every organisation should ensure that they utilise their channels as well for any publication related to them and their brand.
Listicle Case Study: Top 15 Education and Student Blogs accepting your Guest Post
Listicles or list posts that list top-rated organisations or businesses and brands are another speciality at the UKEB magazine. This format helps the business and brand to be referenced effectively on the Internet. Readers search for quick answers nowadays and listicles and directories provide a great overview of whatever one is looking for.
As you can see in the data below this listicle has received over 12000 impressions on Google alone over the last year and ranks for several keywords including very competitive search terms such as “education guest post” and “education guest blogging sites” which helps to introduce the brands listed to people that might have never come across it.
The listed businesses or organisations themselves can share this listicle where they are mentioned as a testament to their work and success. Recommendations intrigue many looking for suitable options in their search hence why this format provides a great boost in terms of marketing and SEO.
Media Release Case Study: iSpring Solutions Inc. launches Quiz Maker 11
Press release publications which are called media release publications here are another format that’s been popular. This particular case study shows how a tailored and keyword optimised release can achieve significant results, especially shortly after publication which matters for more time-sensitive publication formats such as this.
The below statistics show that the media release ranks for search terms such as “launch online quiz”, which helps with introducing the brand to people looking for new online quiz options. It also ranks for the brand name, establishing it further online.
Additional media were included to boost engagement with the release, but this can also lead to gaining more followers on any referenced websites and channels. Everyone submitting press releases is encouraged to make them more unique and engaging to achieve better results and the team provide their advice for SEO press release publications.
Additionally, it is worth noting that all publication formats in the UK Education Blog magazine provide an SEO boost through a backlink, which search engines use to rank a website and evaluate its authority. Building backlinks helps to build trust and credibility and I discuss this with Fernando in more detail in this video:
To get your submission approved it should follow the magazine and search engine guidelines to ensure the optimal performance. The team review all guest contributions and are selective, but they share the editorial feedback that will help to make the publication as effective as possible.
They consult about the best keywords to use, the best ways to incorporate hyperlinks and references as well as media materials. Alternatively, one can make use of their content writing or review services.
Manuela shares her take on how to get published on UKEB here:
If you feel that this magazine would be a good place for you to share your insights, news or innovations then get in touch with me at manuela@clickdo.co.uk and I’ll be happy to offer my assistance with a possible feature.
Follow us on YouTube and our socials where we regularly share marketing and SEO insights to stay in the loop
Blogger and Educator by Passion | Senior Online Media & PR Strategist at ClickDo Ltd. | Contributor to many Education, Business & Lifestyle Blogs in the United Kingdom & Germany | Summer Course Student at the London School of Journalism and Course Instructor at the SeekaHost University.
Many more people are enquiring about getting published in the London Business News Magazine hence why I had a deeper look into case studies I have analysed as the digital marketer and SEO strategist at ClickDo and the editor-in-chief at this magazine.
I want to start by highlighting that the magazine has recently reached 15,000 visitors in a month, meaning it gets over 500 visitors daily who spend an average time of 4 minutes on the site.
For people looking to get published or featured on London Business News or who are in search of guest posting and digital PR opportunities, the platform is becoming more attractive with such metrics. With nearly 30k actions and a solid on-page time spend the chances of achieving clicks and conversions with guest blogging here are increasing, besides the obvious SEO benefits.
The London Business News magazine offers different forms of publications as a media platform, and I had a closer look at the performance of these different formats in terms of SEO and exposure – please remember that the shared statistics are correct as of the date of this publication and are subject to change.
The magazine publishes content covering categories like business, technology, property, and hospitality as well as directory posts and listicles which feature top-rated businesses.
It invites anyone looking to share expert advice, business insights, tips, and hacks to get featured, so there is an opportunity for all types of businesses as well as experts and authors to get guest content live. But what do you get out of a guest or PR publication on this site?
I summarise my findings in this clip:
Let’s start by looking at the most common and affordable format – the guest post.
Guest Post Case Study: How to overcome Jet Lag when travelling from London to New York
Editorial articles and guest posts go up regularly on this news site.
This specific article has been performing very well as a guest post (the editorial articles perform well too). As you can see it has reached a significant amount of engagement within one year with over 1k clicks and nearly 19k impressions from Google alone, excluding additional engagement from Bing, Yahoo, and direct clicks for example.
This post has been ranking successfully because it covers popular related keywords such as “how to overcome jet lag” or “travel from London to New York”, which it ranks for on Google. For a guest post to achieve this, it’s important that it targets keywords with a lower keyword difficulty and that it is optimised for search engines in terms of the images and article metadata. I have created an SEO copywriting course at the SeekaHost University where I share more about SEO content optimization and on my personal blog I reveal how to create an article that Google will send many readers to.
Interview Case Study: Entrepreneur Interview with Nevine Country, Playdate App Founder
Moving on to another popular publication format, here is an interview case study. You will see a section called Business Spotlight when you come to the London Business News website and that’s where interviews, opinion pieces, entrepreneur stories and event coverage are featured.
The advantages of such a publication format become clear upon seeing the statistics, especially if it is linked with a brand launch or another significant business announcement.
As you can see in the screenshot below this interview ranks on Google for keywords such as the entrepreneur’s name, the brand name as well as other related search terms such as “single parent dating app”.
This helps with introducing a brand to the market in connection with a personal story while being found for search terms that would establish a brand that is not yet established and searched for. It also benefits the entrepreneur by building their personal brand alongside their business brand. For a founder, an interview offers the opportunity to publicly back the brand, product, or service and showcase the personal journey and motivation.
For the interview to be this effective the Q&As need to be SEO optimised based on the focus and USP, which must be incorporated strategically for the best possible outcomes and performance. An interview publication is also beneficial for a Google Knowledge Panel for example, which serves as a great online asset for any entrepreneur and I offer further guidance on how to build a Google Knowledge Panel for anyone attempting this.
I have been the interviewer and interviewee, which helps me with analysing and advising on this PR format better. Check out this video, where I was interviewed about the LBN magazine:
Social Media Case Study: Gaining additional Exposure through Network Shares for BVS Mortgages Interview
Social media shares add an additional exposure factor to a publication. The LBN magazine shares all the published posts on their channels, which can boost the exposure of the publication significantly as the below example shows.
Through related hashtags and tags, social signals boost the brand and entrepreneur and if they already have a solid network, their connections might also share their interview, providing the brand with even more exposure and engagement. This in turn boosts their website and brand name online so every interviewee should ensure that they utilise their social media channels as well for any publication related to them and their brand.
Entrepreneur Story Case Study: British Entrepreneur Lucy Rout’s Tabuu Pill Cases
Entrepreneur stories with a unique angle are another speciality at the LBN magazine. This format helps the entrepreneur and their business to be referenced effectively on the Internet. Readers are intrigued by the human story behind a business and the entrepreneur story provides an insight into the background of a business and the motivation as well as the people involved from a storyteller’s view.
As you can see in the data below this entrepreneur story has received over 3000 impressions on Google alone over the last 3 months and ranks for several keywords including the entrepreneur’s name, the brand name and related search terms which helps to introduce the brand to people that might have never come across it.
The entrepreneur themselves can share this story about them and their business as a testament to their work. Success stories intrigue many looking for inspiration in the business world hence why this format provides a great boost in terms of marketing and SEO.
Media Release Case Study: Wellbeing App Shoorah Partners with Seedrs
Press release publications which are called media release publications are another format that’s been popular. This particular case study shows how a tailored and keyword-optimised release can achieve significant results, especially shortly after publication which matters for more time-sensitive publication formats such as this.
The below statistics show that the media release immediately ranked on Google and within the first week received over 2000 views. It continues to rank for search terms such as “shoorah app”, the founder’s name and other related search terms helping the brand to be referenced more widely, providing it with more exposure and credibility.
Additional media were included to boost engagement with the release, but this can also lead to gaining more followers on referenced channels. Everyone submitting press releases is encouraged to make them more unique and engaging to achieve better results and the team provide their advice for SEO press release publications.
Additionally, it is worth noting that all publication formats in the London Business News magazine provide an SEO boost through a backlink, which search engines use to rank a website and evaluate its authority. Building backlinks helps to build trust and credibility and I discuss this with the top ClickDo SEO consultant Fernando in more detail in this video:
To get your submission approved it should follow the magazine and search engine guidelines to ensure optimal performance. The team review all guest contributions and is selective, but they share the editorial feedback that will help to make the publication as effective as possible.
They consult about the best keywords to use, the best ways to incorporate hyperlinks and references as well as media materials. Alternatively, one can make use of their content writing or review services.
If you feel that this magazine would be a good place for you to share your insights, news or innovations then get in touch with me at info@manuelawillbold.com and I’ll be happy to offer my assistance with a possible guest feature here or on other suitable publications.
Follow me on YouTube and my socials where I regularly share marketing and SEO insights as in this video:
Blogger and Educator by Passion | Senior Online Media & PR Strategist at ClickDo Ltd. | Contributor to many Education, Business & Lifestyle Blogs in the United Kingdom & Germany | Summer Course Student at the London School of Journalism and Course Instructor at the SeekaHost University.
As the digital marketing job demand has surged by 52%, it becomes evident that most businesses nowadays tap into the digital landscape to achieve success.
As a digital marketer at ClickDo I combine SEO with various other marketing disciplines like social media marketing, email marketing, and more to make our online magazines thrive while providing content marketing and PR services.
So, if you’re an aspiring digital marketer and you wonder if:
You need a degree.
Digital Marketing is for everyone.
You can start out as a digital marketer, and how.
Then read on.
In this guide, I will explain the role of a digital marketer like me and how you can get on the path of becoming one to earn money online from the get-go.
The CEO of ClickDo, Fernando Raymond, has been a digital marketer for over 10 years now and built several digital businesses as a digital entrepreneur based on his success as a digital marketer.
I joined ClickDo in 2018 as a part-time content writer while having a full-time teaching job and I explain my journey from teacher to digital marketer in this video:
The beauty of digital marketing as a skill is that it is versatile and can be utilised in many different ways in the thriving digital economy.
So, let’s discover what a digital marketer does to earn a living.
What is a Digital Marketer?
A digital marketer is a professional who focuses on promoting and advertising products or services using various digital channels and platforms.
Their primary goal is to drive traffic, engagement, and conversions for businesses or clients while building a brand.
Digital marketers employ a range of online marketing techniques to reach their target audience, build brand awareness, and generate leads.
They typically work within an organization’s marketing department or may be part of a digital marketing agency.
Top Fact: The United Kingdom is the largest digital ad market in Europe and one of the leading digital advertising spenders worldwide according to Statista. There is a clear trend that spending on digital advertising has increased for over a decade as digital continues to thrive.
However, many start out as a freelance digital marketing consultant. That’s how Fernando started back in 2013 to then launch his digital agency ClickDo which employs digital marketers to provide digital marketing services for businesses in the UK.
I didn’t start out as a digital marketer as I didn’t have the skills when I joined ClickDo. But I was good at writing content, had a passion for it, and had done a summer course in journalism at the London School of Journalism. With ClickDo I learned SEO skills, which are important for digital marketing.
While I started building and growing some blogs for ClickDo like the London Business News Magazine or Green Living Blog, I gained more skills like WordPress skills, social media marketing, and email marketing skills to increase the reach of these blogs.
So, it is fair to say that becoming a digital marketer doesn’t require a specific qualification, but rather a passion for creating and promoting digital content. Depending on how you get started, you can focus on different online marketing skills that you enjoy the most.
The best part is that you can always make a start with your own website and channels as a first case study, so you wouldn’t necessarily rely on being hired right away or having a degree.
Top 5 Responsibilities of a Digital Marketer:
1. Search Engine Optimization (SEO):
Optimizing website content to improve search engine rankings and organic traffic is key to driving traffic to online channels. For instance, a digital marketer working for an e-commerce store would focus on using relevant keywords to enhance their website’s visibility on search engines like Google or Bing to gain more exposure.
2. Social Media Marketing:
Creating and managing social media campaigns to engage with the target audience and promote products or services is a key driver for additional traffic and leads. For example, a digital marketer for a fashion brand might run Instagram ads to showcase new collections. Many brands now require daily content for all their socials to keep their audience engaged and growing.
3. Content Marketing:
Producing valuable and relevant content, such as blog posts, videos, or infographics, to attract and retain customers is vital for brands to be seen and noticed. An example would be a digital marketer working for a software company creating informative blog posts about industry trends or how-to guides, which can then be turned into videos and social media posts.
4. Email Marketing:
Developing and executing regular email campaigns to nurture leads and encourage repeat business is another important role of a digital marketer. A digital marketer for a travel agency might send personalized vacation offers to their subscriber list and encourage new subscribers to sign up via the website and socials.
5. Branding:
Developing and executing branding campaigns to increase the visibility and awareness of the business interlinks with all above mentioned disciplines. Thinking of the most famous brands, what a digital marketer would do is utilise advertising on television, streaming channels, social media channels, radio, websites/platforms, etc. to build the brand’s reputation. Working with influencers and celebrities always works for branding and the content makes the biggest difference.
How to earn money as a Digital Marketer?
As explained above, if you want to start out as a digital marketer, you can look for job opportunities, however, most employers will want to see your experience and expertise before they hire you.
If you’re only starting out, then the best thing to do is to start with your own case study by creating your own online presence and marketing it yourself. To make money on top of that you can try to land some freelancer gigs via freelance job platforms.
You can then build an online portfolio and if you land more freelance gigs, you can potentially scale your services and develop it into an online business. You might then end up as a digital entrepreneur, who identifies and leverages digital opportunities to create, launch, and grow their online businesses.
So, you would hire other digital marketers who will work for you, and you’d delegate all marketing tasks to them while you are responsible for the entire venture’s success or failure.
To scale your business successfully you need to use your creativity, innovation, and business acumen to develop products or services that cater to specific market needs or gaps.
However, a smart digital business like ClickDo can have multiple digital entrepreneurs that work together for the business that’s founded by a digital entrepreneur who also holds the CEO role of that business.
For example, Fernando Raymond is the founder and CEO of ClickDo and SeekaHost web services. You can learn more about what is digital entrepreneurship in this guide. He trained other ClickDoers to replicate what he did and build their own teams within ClickDo to essentially run their own departments, offering the services they prefer and are best at.
I now work with around 5 assistants who help me manage the blogs, the content, the socials, the emails, etc. I never thought I could do this, but it organically grew with Fernando’s guidance and continues to flourish as ClickDo grows.
See Anna, one of our content creators at ClickDo, in action in this video, where she explains how to earn as a digital marketer:
So, while working as a digital marketer, you might learn additional entrepreneurship and management skills, which you and your career will benefit from. But with success comes responsibility so let’s look at that a bit more.
Top 5 Responsibilities of a Digital Entrepreneur:
1. Generate a Vision:
Identifying a market niche or a problem that can be solved through digital means is the first step in a new venture. However, having a clear vision of the business idea is key to turning it into reality. The vision will determine the journey and focus. For example, a digital entrepreneur might notice a lack of user-friendly productivity apps and decide to create one. They might have a clear vision of its application and the target user, so they know how to build and market the product.
2. Develop a Business:
Creating digital products or services, which could be software, e-books, online courses, or digital consulting, depending on their expertise and interests, is the starting point where the entrepreneur needs to source funds, people, partners, and resources to develop the business.
3. E-commerce Skills:
Building and managing an online store to sell products, and services or drop shipping items is a core skill in the digital economy. For instance, a digital entrepreneur may launch a fashion brand and handle the entire sales process online. So, they need the knowledge or team to manage the e-store effectively.
4. Digital Service Skills:
Utilising digital services like web design, social media management, or content writing are important for running any digital enterprise. An example would be a digital entrepreneur starting a graphic design agency.
5. Marketing Skills:
Implementing digital marketing strategies to grow any business is a must in the digital economy. Digital entrepreneurs often need to wear the hat of a digital marketer in the early stages of their venture until they can scale and hire a marketing team.
In summary, digital marketers focus on promoting products or services for businesses, while digital entrepreneurs create and run their own digital ventures, utilizing digital platforms to innovate and grow their businesses from scratch. Becoming a digital marketer can be the stepping stone to becoming a digital entrepreneur.
So, how do you want to make money?
Whether you’re keen on earning as a digital marketer or digital entrepreneur depends on your preference.
As a digital marketer, you can be employed, which can provide more job security and a regular income. On average digital marketers can expect an annual salary of £36k in the UK. The more senior the role, the higher the salary. As a freelancer this could be more, depending on the clients one lands, but the income may not be regular and more uncertain.
So, starting out as an employed digital marketer might work best to learn best practices with an established employer and you could even offer some digital marketing on the side to earn extra cash.
As a digital entrepreneur, you would be self-employed so you would be responsible for your own and your staff’s income plus the revenue of your business.
It’s therefore easier and less demanding to start out as a digital marketer and once one has the funds and resources to start an online business, it might be less stressful to manage one.
Either way, the digital economy offers a huge earning potential in the digital marketing sphere alone and I’ve written this make-money online guide to showcase this:
If you just specialise in any of the above digital marketing fields/skills listed, you could make a good living with the potential to scale as explained. Check out my Make Money Online in the UK guide, where I list different jobs in the marketing sphere and potential earnings:
Whatever you choose to become it’s vital you start learning digital skills to become an experienced digital marketer first. So, you can apply that knowledge to other businesses and/or build your own online digital business.
Working in digital marketing opens many opportunities like location independent work, and freedom to travel and work as a digital nomad, which motivated me hugely. You can read this digital nomad guide to discover more.
If you are interested in discovering more about such topics, you can follow me on my socials or ClickDo, where I regularly share digital marketing and nomad insights.
Blogger and Educator by Passion | Senior Online Media & PR Strategist at ClickDo Ltd. | Contributor to many Education, Business & Lifestyle Blogs in the United Kingdom & Germany | Summer Course Student at the London School of Journalism and Course Instructor at the SeekaHost University.
Navigating the dynamic landscape of the digital economy has posed formidable challenges for companies worldwide, intensifying the pursuit of a robust online presence.
In this era of heightened competition, the efficacy of Digital PR emerges as pivotal, fostering symbiotic relationships with esteemed media platforms. Through strategic interplay, it forges potent backlinks, propels SEO prowess, amplifies brand exposure, and nurtures credibility, all synergising for resolute online expansion.
Reflecting on a statistical insight from Statista, the preeminent influence of content marketing comes to the fore—it’s evident as 17% of global marketers in early 2020 attributed its prowess to steering substantial commercial impacts.
Thus, we will further delve into the blog to focus on an optimal digital PR crusade for virtual enterprises that converges into a harmonious amalgam, seamlessly weaving together SEO finesse, influencer outreach, dynamic blogging/vlogging, and the pervasive reach of social media marketing, all intricately woven around the linchpin of compelling content.
To answer your question, Digital PR, short for Digital Public Relations, is a strategic approach that leverages digital channels and platforms to manage, enhance, and cultivate a brand’s online reputation and presence. It goes beyond traditional PR practices by harnessing the power of the internet, social media, influencer networks, and content marketing to effectively engage with target audiences and stakeholders in the digital landscape.
Digital PR focuses on building meaningful relationships with online content creators, bloggers and social media influencers with well-crafted content, press releases, social media interactions, and collaborations; digital PR aims to secure online media coverage, backlinks and mentions that contribute to the brand’s visibility, authority, and credibility online. It’s a dynamic strategy that manages crises, responds to customer feedback in real-time, and capitalises on opportunities to create a positive and lasting online brand image.
In the below video I explain the daily tasks for the digital PR work I do in more detail:
Moving on, what is important is “How can we formulate an effective digital PR campaign?”
Fernando covers this topic in more detail in this video:
Creating an impactful digital PR campaign involves strategically maximising online brand visibility and reputation.
Here’s an overview of crafting a successful campaign:
Digital PR is intricately linked to an online presence as it strategically manages brand reputation, secures backlinks, and amplifies exposure on digital platforms. Effective digital PR campaigns involving influencer collaborations, content marketing, and media outreach enhance credibility, boosting search engine visibility and attracting more organic traffic.
This comprehensive approach bolsters a brand’s online presence, fostering trust and engagement among target audiences while positively impacting search rankings and overall digital prominence.
Set Clear Objectives:
Define the goals you aim to achieve through the campaign, such as increasing brand awareness, enhancing SEO, or reaching a new audience.
Identify Target Audience:
Understand your target audience’s preferences, behaviours, and online platforms they frequent. Tailor your campaign to resonate with their interests.
Craft Compelling Content:
Develop high-quality, engaging content that aligns with your objectives and resonates with your audience. This could include articles, videos, infographics, or interactive experiences.
Build Media Relationships:
Connect with relevant online media outlets, bloggers, journalists, and influencers. Engage with their content and establish rapport before pitching your campaign.
Create a Pitch:
Craft a personalised and concise pitch highlighting your campaign’s value. Clearly explain how it benefits their audience and why it’s worth covering.
Leverage Social Media:
Utilise various social media platforms to amplify your campaign’s reach. Engage with your audience, share your content, and encourage them to participate.
Incorporate SEO Tactics:
Optimise your content for search engines by using proper SEO tools and relevant keywords and meta tags and structuring your content for easy indexing.
Measure and Analyze:
Monitor the performance of your campaign using relevant metrics, such as website traffic, social media engagement, and media coverage. Analyse the data to assess the campaign’s effectiveness.
Adapt and Refine:
Based on the insights gathered, refine your approach for future campaigns. Identify what worked well and areas that need improvement.
Stay Updated:
Keep abreast of industry trends, algorithm changes, and emerging platforms to continually refine your digital PR strategy.
You’re correct that the process of creating a successful digital PR campaign can vary based on a brand’s unique circumstances and the evolving digital landscape. Navigating the intricacies of social media dynamics, Google search algorithms, and emerging keyword trends is complex. However, by following these steps, you can create a comprehensive digital PR campaign that enhances your online presence and establishes your brand as a credible and authoritative entity in the digital landscape.
5 Steps Towards Creating A Successful Digital PR Campaign
Indeed, while the landscape is intricate, outlining the fundamentals of a potent digital PR campaign is within reach.
Here are the five pivotal steps to forge a victorious digital PR campaign suitable for any online business, let’s have a look:
1. Ideation and Brainstorming
Embarking on the journey, it’s imperative to refrain from immediate outreach to influencers, bloggers, or journalists. Commence with a robust ideation phase to precisely outline your campaign’s aspirations.
A prerequisite is generating a minimum of 3 to 5 viable concepts, substantiated by an in-depth analysis of your website’s analytics and an overarching achievement objective. This strategic groundwork lays the foundation for subsequent actions.
● Selecting a Unique Theme
Opt for a campaign theme that maintains a subtle connection to your brand’s identity, offerings, and solutions. For instance, if your niche lies in travel and hiking equipment, creating content on organic skincare would seem incongruous. Similarly, an all-organic cosmetics label wouldn’t find resonance among avid outdoor enthusiasts.
Delve into the context of potential publishing platforms, such as www.greenlivingblog.org.uk, and ensure seamless alignment between your chosen themes and their content spectrum. Particularly if your outreach extends to organic lifestyle-promoting celebrities, crafting campaign topics that seamlessly resonate with their interests becomes pivotal. The strategic pursuit of themes that possess direct or indirect links to your business can effectively captivate the attention of your intended audience.
● Opting for a Potentially Buzzworthy Theme
Once you’ve identified the thematic fit for your brand, the next step involves assessing its newsworthiness—a factor that can significantly impact its longevity in the spotlight. In essence, your campaign themes should sustain trendiness over an extended period.
Here’s how we achieve this:
We meticulously scrutinise our intended publishing platforms, documenting the recent viral topics spanning weeks or months. This, coupled with keyword analysis, births compelling content ideas tailored to their preferences with the help of SEO Tools.
Leveraging analytics tools, we vigilantly track trending keywords, seizing opportunities in real-time.
We strategically align campaigns with public holidays and significant occasions. For instance, we are crafting content on Black Friday trends, dispatching them to publishers in early November, or unveiling DIY-themed gift concepts around Christmas.
Our watchful gaze extends to social media and digital forums, where insights on emerging trends help shape our campaign choices.
● Explore Comparable Campaigns
Avoid the disappointment of investing effort into a campaign only to discover its uncanny resemblance to an existing one. The vitality of originality is paramount. At times, generating fresh concepts can prove demanding, underscoring the value of collaborative brainstorming with adept professionals.
Thoroughly scour prevalent blogs, digital platforms, and rival digital PR initiatives. Assess its publication date if you chance upon content akin to your vision. Anything within the past two years might render publishers and influencers hesitant. Conversely, consider tweaking your campaign for renewed vitality if it’s been dormant for over five years.
● Gauge the Impact Potential of Your Campaign
In pursuing a fruitful digital PR endeavour, securing substantial returns on your time and financial investment is imperative. Key indicators of a campaign’s potential prowess encompass:
It’s capacity for generating valuable backlinks.
The encompassing variety of outreach approaches and perspectives.
The scale of your captive audience.
The inherent alignment between your chosen topic and its pertinence.
A crucial and thrilling phase of the campaign’s development is creating the design and content, which involves turning raw data into enthralling graphics and expertly crafted articles and posts. This quintessential step demands the creation of distinctive content, including 3-4 infographics and/or videos, each uniquely tailored. Collaboration with your in-house design team or external experts is a choice to ponder, ensuring visually enthralling content.
Additionally, the campaign hinges on an impeccably fluent, reader-friendly, and grammatically sound copy. While an internal team can contribute, the expertise of seasoned copywriters and content creators is often recommended. The calibre of content, judicious keyword placement, and strategic hyperlinks are pivotal determinants of your campaign’s ultimate ROI.
3. Compile Your Outreach Roster
With your campaign content primed, engaging with journalists, bloggers, and influencers from your curated outreach list ensues. Streamline your efforts using outreach tools like Traackr, Pitchbox, and BuzzStream to unearth fitting publishers.
Alternatively, entrust the task to adept digital marketing consultants and PR teams equipped with readily accessible lists, as exemplified below. Your optimal outreach compilation should encompass diverse authentic contacts for your digital PR journey.
4. Engage Influencers with your Content
In today’s digital landscape, publishers contend with a deluge of brand emails daily. Effective outreach hinges on clarity and brevity in this context. Influencers and publishers appreciate directness—messages that cut to the chase. Craft your communication concise yet compelling, ensuring it captures their attention swiftly.
This approach respects their time and increases the likelihood of your content resonating with them as this example shows:
5. Monitoring Outcomes
Initiating a digital PR campaign marks the beginning, not the culmination. Ensuring is paramount. This encompasses tracking metrics like links from referral domains, traffic generated from guest blogs and features, visitors originating from social media mentions, and eventual conversions. A comprehensive toolkit and sophisticated CRM are indispensable for data collection. Collaborating with seasoned professionals equips you to derive precise insights into your campaign’s return on investment.
Conclusion
In the ever-intensifying digital arena, brand survival demands a robust digital presence with bolstered links and authority. The era of conventional PR is eclipsing. The imperative now lies in embracing digital PR strategies to endure and outpace rivals. If navigating these tools seems daunting, seek guidance from adept online marketing professionals with the insights and expertise to tailor a fitting digital PR campaign for your brand. I’ll be happy to assist with my marketing team at ClickDo so get in touch.
Blogger and Educator by Passion | Senior Online Media & PR Strategist at ClickDo Ltd. | Contributor to many Education, Business & Lifestyle Blogs in the United Kingdom & Germany | Summer Course Student at the London School of Journalism and Course Instructor at the SeekaHost University.
Welcome my digital crew to this thrilling quest to claim your own Google Knowledge Panel.
Today, I’m excited to share my passion for crafting a captivating Google Knowledge Panel. It’s all about creating a powerful online presence that leaves a lasting impression on Google’s search results page for whoever searches for yourself or your brand.
With the right techniques, we’ll build an incredible online persona, craft engaging content, conquer social media, and optimise for SEO. This journey will help you connect authentically, establish authority, and make a lasting digital impact. Ready to dive in? Let’s rock this transformation! 🚀
Picture this – you’re searching for a famous or not so famous personality, your favourite brand, or a renowned entity on Google. And there it is, like a hidden treasure waiting to be discovered – the Knowledge Panel, a neat little box on the right side of the search results page revealing everything the search engine links with that search in a compact overview.
Why should you care about having one? Well, it’s like holding a golden ticket to the digital kingdom! Having your Knowledge Panel means Google recognizes you as a credible and notable entity. Plus, it boosts your visibility, gives you some control over the info displayed, and improves the user experience for anyone searching for you or your brand.
Now, are you eligible to claim your Knowledge Panel?
Do you have a strong online presence?
And can you verify that you’re the real deal?
If yes, you’re on the right path to claiming your Knowledge Panel just as I did! Let’s make it happen! 🌟
How to Get and Claim a Google Knowledge Panel for Yourself or your Brand?
Imagine yourself as the star of your show, shining brightly in the online universe. That’s what a Google Knowledge Panel does – it’s your digital spotlight, showcasing your talents and accomplishments to the world. The #1 SEO consultant and digital entrepreneur Fernando Raymond, who is the CEO of digital marketing agency ClickDo, where I work, explains the significance of this panel in more detail in the video below:
Yes, it’s a big deal, and those butterflies you get when you see it are normal. But guess what? There are some things to consider to get that sparkling box on the search results page – your Knowledge Panel.
Intriguing, right? Let’s make your mark in the digital realm and show the world what you’re made of. I can’t wait to see you shine! Ready, set, let’s go!
1. Step 1: Time to Google Yourself!
Alright, my awesome friends, let’s kickstart this adventure with a classic move we all know and love – an excellent old Google search! Get ready to type in your name, brand, or anything that represents your fabulous self in that search bar. Oh, and don’t forget to press that “Enter” key! Keep your eyes peeled for something special – the Google Knowledge Panel. It’s like a shining beacon of information waiting for you on the right-hand side of the search results. So cool, right? – If you can’t see it yet, it means that Google is not able to gather sufficient information about you or your brand yet to display in the panel.
For this scenario, I help with content and SEO marketing as an online media strategist to spread more targeted and relevant information online about a person or brand. You can learn more about how we do this at ClickDo in this video and you can contact me to discuss possible solutions to get started with building your Google Knowledge Panel with the right internet references:
2. Step 2: The Magic Words – “Claim this Knowledge Panel”
And there it is – the moment we’ve all been waiting for! Spotting those three magical words next to your name or brand appearing on Google – “Claim this Knowledge Panel” – is like finding treasure on a digital map! Now, don’t hold back! Give that mouse click all your energy and purposefully tap on it. That’s the secret code to unlocking the doors of Google Knowledge Panel awesomeness!
3. Step 3: The Verification Adventure
Now, let’s prepare for some adventure – the verification process! It’s like a quest to prove that you’re the official representative of the fantastic entity showcased in that Knowledge Panel. Google might have a few tricks up its sleeve, but fear not my fellow adventurers – we’ll follow their instructions closely and breeze through this challenge.
You might be asked to share official documents or other nifty forms of evidence to confirm your identity and connection to the entity. It’s all part of the journey to keep things secure and trustworthy.
You can simply submit your ID and selfie via the Google form you’re directed to and wait for Google to confirm or to ask you to provide further information. Whatever is required, try to provide the documents requested or else you won’t be able to claim the knowledge panel.
4. Step 4: You Did It – Celebrate Your Success!
Congratulations, you superstar! Once you receive that long awaited confirmation email from Google saying “You’ve successfully claimed your Knowledge Panel”, you’ve done it, and it’s time to celebrate your digital victory! Picture your panel like a dazzling digital billboard, where your achievements and credibility shine brightly for the world to see.
Now, let’s keep that glow going! Remember, the key to a stunning Knowledge Panel is to keep it fresh and updated regularly. Whenever you achieve something great, add it in by sharing it online via channels that are indexed on Google like websites, social media etc.! Keep your bio and brand story current, showcasing your fantastic journey – this is easily done with a blog. Stay active on your website, social media channels, and any online spots where you can keep adding valuable content and your awesomeness is on display.
What are the Advantages of having a Google Knowledge Panel?
Oh, let me tell you, having a Google Knowledge Panel is like having a digital crown on my head! It’s an absolute game-changer, and I’m excited to share the personal advantages that come with it.
1. Boosted Credibility:
Having my Knowledge Panel makes me feel like a verified and trusted source in the digital world. It’s like Google saying, “Hey, this is Manuela Willbold, and she’s the real deal!” It adds a touch of authority and authenticity to everything I do online and also displays my digital media and content marketing skills, which I offer to clients and utilise on other websites.
2. Showcased Achievements:
Oh, the pride I feel when I see my accomplishments neatly displayed in that little box! It’s like a digital trophy cabinet showcasing many of my successes, milestones, and contributions to the world. It’s a constant reminder of how far I’ve come with eBooks, articles, videos and courses published. These are all digital assets of mine and it’s great to see them all presented under my name on Google.
4. Increased Visibility:
The Knowledge Panel is like a spotlight shining on me whenever someone searches for my name or brand. It ensures that I’m front and centre in the search results, making it easier for people to find and connect with me. Often it is difficult to establish a person’s authenticity online due to a lack of online sources – with the verified Google Knowledge Panel you can rest assured that anyone searching for you or your brand will find the verified information you want them to find about you here to build more trust and credibility .
5. Quick Access to Information:
I love the convenience of the Knowledge Panel! It’s a one-stop shop for anyone looking to learn more about me. From a brief bio to links to my social media profiles, websites, author profiles, digital assets and other essential details – it’s all right there, easily accessible for anyone curious about who I am or what I do.
6. Easier Connection with my Audience:
The panel helps me build a stronger connection with my audience. It gives the audience a snapshot of my personality, passions, and what I deliver. It’s like inviting them into my digital world and saying, “Hey, this is me – let’s connect!” As the Knowledge Panel displays all my online profiles, people can quickly connect with me via any of these.
7. Managing an Online Reputation:
With the Knowledge Panel, I have some control over what information is presented to the world about me. It’s like curating my digital narrative, ensuring that accurate and positive information about me is available to those who search for it. Reputation management is part of this and I manage this via content and SEO marketing with activities like guest posting, SEO press releases, listings and more.
8. Establishing my Expertise:
Being featured in a Knowledge Panel positions me as an expert in my field along with my unique talents and skills. It’s a stamp of approval that showcases my knowledge, experience, and skills, which is incredibly rewarding and motivating. It also helps others to verify whether what I claim about myself is reliable or not.
9. Standing Out from the Crowd:
Let’s face it: The online world is crowded and competitive. Having a Knowledge Panel sets me apart, giving me a unique edge in the digital landscape among my competitors. It’s all about highlighting one’s unique properties in the online and offline world and to have these accessible in one place where most people start their search – Google.
10. Pride and Validation:
Seeing my name or brand being recognised in this way is a source of immense pride and validation. It’s like the digital equivalent of a standing ovation, motivating me to keep pushing boundaries and achieving more. Imagine all the time you invest in building your digital assets and virtual web properties – don’t let this go unnoticed! They are real treasures the world should easily find and access!
11. Inspiring Others:
Having a Knowledge Panel inspires me to continue to grow and evolve. I want to be an example to others, showing them that with dedication and passion, they too, can have their digital spotlight reserved on Google. Because the more you create online, the more important your online persona becomes, which should reflect all the hard work you put into it.
Overall, having a Google Knowledge Panel is a gratifying experience. It’s not just about the information displayed; it’s about the journey it represents and the connections it fosters.
It’s a testament to the power of the digital and virtual world and the possibilities that lie ahead with AI and the metaverse evolving. And I, for one, am excited to continue this incredible journey!
What SEO Benefits does a Google Knowledge Panel offer a person?
I regularly provide SEO content writing tips and you can check out some of my guides here:
Here are my top benefits for SEO with a Google Knowledge Panel:
It can reduce the impact of negative search results. By presenting accurate and verified information about you or your brand, a Google Knowledge Panel can help separate relevant from irrelevant search results that might otherwise appear in the top search results, leading to confusion.
It can increase your online trustworthiness. Having a Knowledge Panel adds an element of legitimacy and trust to your online presence, as Google only creates these panels for entities it deems authoritative and credible.
It can improve your local SEO visibility. For local businesses or individuals with a physical location, having a verified Google My Business profile linked to the Knowledge Panel can boost local SEO rankings and visibility in local searches.
It can provide valuable insights into your audience. The Knowledge Panel offers data on the popularity of your searches and the regions where your information is most sought, providing valuable insights for optimizing your content and effectively targeting your audience.
Overall, a Google Knowledge Panel is a valuable SEO asset that can significantly enhance a person’s online presence, authority, and visibility, ultimately contributing to better search engine rankings and increased opportunities for engagement and growth.
In conclusion, a Google Knowledge Panel is a powerful tool for individuals to elevate their online presence and establish credibility in their respective fields. While obtaining one requires dedication and adherence to best practices, its benefits are well worth the effort.
By building a robust online presence, maintaining consistent and accurate information, and implementing structured data markup, you increase your chances of being recognised by Google’s algorithms. Once you have a Knowledge Panel, claiming and verifying it allows you to take control of the information displayed, showcasing your work and achievements and directing traffic to your digital assets.
Though the process may be challenging, the rewards are substantial – standing out from competitors, gaining trust from your audience, and experiencing growth in your brand. By persevering and following these strategies, you position yourself for success in securing and harnessing the full potential of a Google Knowledge Panel. Best of luck on your journey to establishing a solid online identity! But should you require support, don’t hesitate to reach out!
Blogger and Educator by Passion | Senior Online Media & PR Strategist at ClickDo Ltd. | Contributor to many Education, Business & Lifestyle Blogs in the United Kingdom & Germany | Summer Course Student at the London School of Journalism and Course Instructor at the SeekaHost University.
As a blogger, you want to ensure you use all internet channels apart from various search engines as effectively as possible to drive web traffic to your website.
Not only can you gain a worldwide audience, but you also have the power to grow your blog or business. You may already be very active on social media and have an established online persona but that does not always guarantee that your followers head to your website.
12 Top Tips to use Videos on Social Media to attract more Blog Readers
1. Create a short Video Script
Stand out from the crowd with a sharp and to-the-point video that focuses on what’s the core message of your post or content. Having a script, even for short videos, will help you lay out the groundwork and main goal for the video. You can refer to the script when in doubt and add more elements later on.
Video scripts can help you become more confident in front of the camera.
Social Media Marketing teams often use scripts as they expedite your video-making process and streamline your delivery to make the video production more efficient, budget-friendly, and resourceful.
If you have a YouTube, Instagram, or TikTok channel you may need to tailor your script to the different audiences and requirements based on video length, video format, etc. You should also bear in mind which narrative is most suitable for each platform to encourage as many viewers as possible to click on your website link added to your video.
Make sure you test different formats and scripts first, then analyze the results via the analytics features each platform offers and observe which videos get the most views and interactions. If you’re for example a travel blogger, then you should check out some travel vlogging tips to optimize your videos.
2. First impressions are everything
With the attention span of people being shorter than ever, you need to grab their attention in the first few seconds mainly. Start with a quick intro or get to the point very quickly. You can stand out from the crowd by having a few exciting first seconds with an eye-catching thumbnail.
Most of the bigger UK influencers also use this technique to get people to watch their content. You can add timestamps and video descriptions to the videos, which are especially important if you want to get viewers to find your blog or website and related posts.
3. Make all kinds of videos
People love seeing entertaining and informational videos on social media that keep them engaged. The most successful videos on video streaming platforms are the ones that manage to combine both. Being familiar with different types of videos will help you maximize your reach across all social media platforms.
Make different types of videos like vlogs and live streams so that there are a lot of different formats available for your audience to see and to even connect with you and your website. You should obviously set up social media pages for your blog or website where you can post stories and videos in combination with your written content.
Visit some of the blog pages I have created where I regularly share news and blog publications that go live:
You can run ads for these pages to reach more people such as paid Facebook ads for example that come in different formats including video, which I have also used to increase the followership.
4. Focus on good Storytelling
Good storytelling is one of the most invaluable skills that any blogger or content writer can have.
With people having more creative control over the content than ever, it is your responsibility to have a good story in a place that conveys your message effectively. This will give you an advantage over your competitors no matter what. Compare what the most successful bloggers in your niche are doing and what is trending.
Making content relevant and unique for your brand with seasonal events such as Christmas or Blue Monday can help gain additional traction on social media with the right hashtags.
However, try to develop your own style that is immediately recognizable and be your authentic self just like me:
A storyboard will help you to plan video elements, structure, materials, resources, and people you need.
5. Think about Aesthetics
Visuals are everything in the online world. Having an eye-pleasing video is a must, and key elements are ensuring you are in a well-lit space for example, and capturing a video with adequate sound quality.
When editing the video, add transitions and motions of your choice and add text incorporating the core message. This will help your video stand out more than ever. There are different filters available too in video editing apps that you can use.
With great audio and video editing tools available now, one should focus on having a unique aesthetic for their brand. This helps with brand awareness and recognition.
6. A good Setup is important
Although gear is not the most necessary thing in the world, having good gear can make a world of difference. A tripod, camera, and ring light will take you a long way. You can then later add on a mic for great audio capture. This is a great digital marketing strategy too.
Work with the gear that you can afford, and as time goes on, you will be able to hone your craft more and save up for the best equipment and then buy it.
At the start, a camera phone, ring light, and tripod are the only things you may need. This will help you get started and see what the shortcomings of this setup are.
You do not need a professional setup and can get great results even with more affordable gear. All this gear will make sure that you are not spending too much time in post-production.
Here’s one of my recent videos from a business event I attended that was recorded with a smartphone camera with the help of freelance photographer Petra Eujane who edited the video with Adobe software:
7. Short Videos are trending
Ever since Tik-Tok took over, short videos have been all the rage and you saw that my video is also under 2 minutes long. If you can boil it down to 2 minutes or less, you will get a great response from the audience with ideally some engagement in the form of social shares or clicks on your link, which I did on the social media channels I shared the above video on:
Digital marketing relies heavily on emerging trends so link your videos to trending # or events for example. Getting to the point right at the start will help you lock in users and tell a compelling story that is not too long and overwhelming. Remember: you want to get their attention and lead them to your website or post, so make sure you include a call to action!
8. Social Media Optimization Strategies
Different social media use different video formats for their video services. On Instagram, you can have both landscape and portrait videos, but on YouTube, horizontal is still preferred.
Knowing what video format works best for each social media platform is hugely important to curating converting content. Not only do you get to customize the video format for different platforms, but you can have an exclusive video for each and redirect your audience from all channels to your website. Having different sources of leads will help you achieve higher lead generation and conversion results.
Even though Tik-Tok launched the trend of portrait videos, it has been adopted by many other platforms. Facebook and Instagram now support both portrait and landscape videos, and YouTube is also experimenting with this idea. Every time a platform releases a new feature, its organic reach of that will be extremely high. You can use this to your advantage.
9. Use Music
Trending songs have been a great way to get more likes and views for videos. It is a great way to get more engagement on your post. You will have to sync the audio to the video, and this can be done via editing and social media apps.
In recent times, pairing good content with great music has been a winning formula for many. Not only does it bring a familiar aspect to the reel, but it also makes it more engaging. Some audio and music additions have the potential to be converted into skits too. Therefore, many of the top creators focus on the right music for their videos.
These short and relatable skits can be shared by people due to their high relativity. Companies have been capitalizing on these skits to present their brands in a semi-formal and endearing way. This, along with trending music, is one of the few ways with which you can grow your blog exponentially and organically.
10. Make the most of Subtitles
Adding subtitles to your video is great for people who might not be familiar with your content, or language, or who sometimes just miss out on what you are saying. Many people like to watch videos without sound, and subtitles can help you get your message across even if they are not listening.
11. CTAs are more important than ever
Including a call-to-action at the end of your video is a great way to direct people to your website. You will tell people exactly what to do and provide relevant information and links in the video description.
With possibly millions of people watching your content, a clear-cut CTA helps you to get into your sales funnels. The CTA should match the tone of the video and your brand’s mission and be attention-grabbing too.
12. Repurpose old content
Not everyone knows or has seen all your videos. If a video performs well, no one says that you cannot post it again. You can remake it and share it with your new followers. Strategically sharing older content will help you optimize and maximize your reach.
You can recycle a tried and tested piece of content that has been highly engaged with. Such videos or posts are more likely to go viral or have high engagement rates again to drive more traffic to your website and channels. You can repurpose your old content every month so that the new viewers get to see the most successful of your videos but are revamped.
Final Thoughts
Video has been the king of marketing, especially in the world of social media. It is now easier than ever to make a high-quality video with most phone cameras being good enough to do the job.
Use the algorithm of these social media platforms to your advantage to curate content that will be picked up by them. This increases your chance of being seen by people that may not engage well with your written SEO optimised blog content that can be found via search engines.
No matter what your niche or industry is, social media can bring much-needed brand awareness and recognition to your blog or website.
Follow these tips, and you will be able to take maximum advantage of what video and social media have to offer to increase your website traffic and engagement rates.
Blogger and Educator by Passion | Senior Online Media & PR Strategist at ClickDo Ltd. | Contributor to many Education, Business & Lifestyle Blogs in the United Kingdom & Germany | Summer Course Student at the London School of Journalism and Course Instructor at the SeekaHost University.
Stand out from the crowd with a sharp and to-the-point video that focuses on what’s the core message of your post or content. Having a script, even for short videos, will help you lay out the groundwork and main goal for the video. You can refer to the script when in doubt and add more elements later on.
People love seeing entertaining and informational 
Good storytelling
Visuals are everything in the online world. Having an eye-pleasing video is a must, and key elements are ensuring you are in a well-lit space for example, and capturing a video with adequate sound quality.
Although gear is not the most necessary thing in the world, having good gear can make a world of difference. A tripod, camera, and ring light will take you a long way. You can then later add on a mic for great audio capture. This is a great digital marketing strategy too.
Different social media use different video formats for their video services. On Instagram, you can have both landscape and portrait videos, but on YouTube, horizontal is still preferred.
Trending songs have been a great way to get more likes and views for videos. It is a great way to get more engagement on your post. You will have to sync the audio to the video, and this can be done via editing and social media apps.
Not everyone knows or has seen all your videos. If a video performs well, no one says that you cannot post it again. You can remake it and share it with your new followers. Strategically sharing older content will help you optimize and maximize your reach.