Outsourcing Your Blogging: How Search-Driven Marketing Creates Long-Term Business Growth with Kara Duncan

Colie: Kara’s back, y’all. I’m not gonna introduce her if you don’t know who she is. At this point, you just aren’t paying attention. Are you ready to talk about outsourcing your blogging?

Kara: Oh, I’m so excited. Thanks for having me. I.

Colie: So we’re just gonna jump right in because this is a series and I’m gonna be bringing all kinds of experts on to talk about the things that you could outsource in your business. But you of course, are gonna talk about your expertise, which is blogging. So Kara. What do I get from blogging as a marketing channel that I can’t get from other things like Instagram?

Kara: Oh my gosh. Yeah. My favorite question. So I believe that like search driven marketing, whatever platform you choose, blogging is obviously a really great low lift one, but if you don’t have some sort of. Search driven marketing in your business, like you can’t have a sustainable business, right? You will always need output to get any sort of input.

Like any clients, the hamster wheel will never stop turning for you. So I feel pretty passionately about that. When I think about blogging specifically. I mean, you are getting more eyes on your business and not just any eyes, but like people that are literally searching for. What you have to offer and like want specific expertise and to hire somebody based on what you currently offer or what you would love to offer.

So like an example I like to give is like in the wedding industry, let’s say you wanna plan like destination weddings in Italy. Well, if you don’t have photos of destination weddings in Italy, good luck marketing that on Instagram. Do you know what I mean? But like with blogging, you can put out a ton of content, showcase your expertise, showcase why you’re, you know, weddings in whatever city you’re in, translate to that and why you’re the best solution.

And yeah, you can just bring people in that way on whatever topic you want.

Colie: I mean, we’re gonna take this in two directions. First, I do want to talk about intention because when people go to Google, or I mean to some degree YouTube. They are searching typically to learn how to do something or find somebody to hire to do it for them. So there is intention. But I kind of wanna just mention this before we talk about this.

I feel like platforms like Instagram are joining the search driven marketing in that now you can go search on a search bar for certain things, but that is still not the best place to find clients because the intention is different. People don’t really go to Instagram to find somebody to hire unless you’re a photographer.

But I’m not going on Instagram to be like. Oh, how do I write a blog post? Like that is not something that you would go search on Instagram. So maybe I just wanna put that little caveat out there. Hey, photographers, if you are listening to this, there might be intention with people looking on Instagram to find a photographer because you guys have portfolio work on Instagram that doesn’t translate to the other people.

Okay, so let’s come back around to that word intention, because even though we now have this idea of search driven marketing on Instagram, to me that really only works if you’re a photographer because nobody is going to Instagram to be like, how do I write a blog?

Like that’s not a thing. But for everybody else, when they’re searching on Google, they have an intention to find you, find the service, and perhaps hire you for this. So when it comes to blogging, Kara, like how does intention play into how you create a blogging plan for one of your clients?

Kara: Yeah, that is such a good question. And like just to touch on the Instagram thing and kind of agree with what you said. I feel like whenever I’m searching on Instagram or TikTok, my goal is like. To just consume some sort of entertainment or like you said, get some inspiration. Whereas like typically looking at my own user habits when I’m heading to like Google or AI tools, we could talk about that too.

It’s like there is more likely to be a problem that I want solved, whereas like I’m not looking to have a problem solved on Instagram. Never. Right. So I think that that matters. Then when it comes to intent, I mean there’s four types of keywords. There’s commercial, transactional, informational, or navigational navigation.

I mean, those aren’t blog keywords, right? It’s like if you’re looking for a login page, the other three potentially could be, I would say, transactional keywords. That could be something like. Family photography packages, dubs, auto system setups, those are usually better geared toward like a services page.

And you don’t necessarily want blog posts that are competing with your services pages. One ’cause that’s like keyword cannibalization. Google doesn’t love that. But also users don’t like that. So one thing that can be helpful as you’re like putting together a blogging plan is to look at the types of.

Pages that are ranking on Google for that keyword already. If it’s all services pages, it’s very unlikely that a blog post is going to rank. And then the commercial keywords are sort of like the high value money keywords. People that are searching, those are very close to making a decision. So it can be really tempting to like focus on those.

I’m thinking of like Dubsado versus HoneyBook or like when people are comparing two options. But the problem with that is there’s extremely high competition because that is where the money is, right? So that’s why informational keywords are sort of a sweet spot for blog posts, specifically for small business owners that want to bring leads in through blog posts.

Colie: I mean, so you’re talking about keywords, so let’s talk about that. If I’m trying to blog and I’m trying to do it effectively and not just pull an idea out of thin air, what is it that you give someone as the specialist that’s hired to do the blogging that I might not do myself?

Kara: Yeah, I mean so much. I feel like we were kind of talking about this before we hit record, but so often people just wanna like run to ChatGPT and be like, write me a blog post. And the problem with that is Chachi BT is so good at making stuff sound good that you are just naturally, I mean, our brains are making a million decisions.

If we think there is an easy path, we’re just gonna take it and we’re gonna be like, yeah, that sounds like a great blog topic. At the time of writing, and like for most small business owners, whether you’re using AI or not, you are not actually looking at the keyword strategies. So like, is anyone actually looking for this keyword?

Is it competitive? Like, do I actually have a chance of ranking for this keyword? I mean, chat, GBT will give you ideas and it will sound super confident, but it doesn’t vet anything. It’s not a SEO tool. At this time, who knows if there will be integrations in the future, but it has none of that data. And usually if I’m like brainstorming ideas, I might start in ai, but I would never end there because I could put like 30 ideas in and there would be like two viable blog topics.

Like it is that dramatic. So, and again, the problem is, is that it sounds so good that I think most small business owners are just gonna be like. That’s a great topic. Let’s write it. And then one, it will never rank because it’s too competitive. Or two, no one will ever see it ’cause no one’s ever looking for it.

Colie: Someone’s looking for it. I mean, but that is you as the strategist. So even if you’re using AI to help you come up with topics, you would never present it to your clients without doing that vetting, without seeing if there is actual search volume for the idea. so before we hit record, you and I were talking about something else that I think is really important to note, and that’s blogging for discoverability versus blogging to talk to your existing audience.

And so if you’re writing a blog post for your existing audience, does search volume matter.

Kara: Okay. I would say yes and no. Sometimes my clients will come to me and they’re like, I want, like, I’m gonna use a show at Website Designer as an example. Maybe they wanna have a blog post that’s like what to do after you publish your site, like how to promote it or whatever. And that can be a really good resource for their clients and like, you know, be great for that customer experience.

I mean, you talk about linking blogs in your customer experience all the time, so I don’t gotta tell you. But it are people searching for that. I don’t think that they are. And then more importantly, are they searching for that in the stage of journey that they’re gonna hire a website designer? Obviously not.

They just publish their site.

Colie: Exactly Kara. And so when it comes to discoverability that, you know, that is not typically blog posts that you’re writing to communicate to your current clients because they’ve already made the decision to hire you. And so you know, they’re probably not gonna be out in the world searching for the problem that you’re trying to solve because they already solved it by hiring you so.

I also feel like that’s just something that we should talk about when people sit down in order to make a blogging plan. But

Kara: Mm-hmm.

Colie: when is it that someone should consider outsourcing their blogging? See, we finally came around to the word outsourcing. Why is it that someone should choose to outsource their blogging instead of continuing to try to DIY?

Like what are the things that are probably happening for them that they should just hire a professional to do it for them?

Kara: Yeah, there’s a few things. So one, blogging is not one of those like quick win things that you should invest in when your business is in trouble, right? It is. You wanna have a business that is functioning well, that has a clear offer that people actually want. You have money to sort of like invest in it, knowing that it takes a while to kick off, but believing that your business is around for the long haul and then that is a good investment for you.

Right. A lot of times people come to me and they’re like, I’m so sick of the algorithm. I know it’s not gonna be overnight, but I would love to get clients another way. So being in that position, but. I mean, you really have to know your website is already converting. You are already booking people with something that they want, and you have the time to sort of, or time and money to invest in it for the long haul.

Colie: It’s so interesting. That Kara, I actually never would’ve thought about that because it is true. I mean, I talk a lot about getting your offers together and making sure that they convert, but there is no reason to start blogging if Google does its job and brings you the leads and then you shit the bed when you’re trying to convert these people into paying clients.

Like, I mean, I guess that brings it around to client experience, and I’ve never thought about it in this way. If you are getting leads through blogging. And then they fill out your contact form and you know, your, your inquiry process, your booking process is very inconsistent. It doesn’t feel like the same person that they met on your website.

Wasting money on blogging is not what you should be doing. I mean, gosh, I didn’t even know we were gonna turn this into a me versus you, but absolutely. You do need to make sure that if Google brings you the people as it should, that you actually know what to do with them and that your conversion rate is where it needs to be in order to get that ROI.

I wanna bring it around to one more thing because it was really interesting what you said about longevity. I’ve never really considered. I say it a lot on the podcast, but like between year two and three is when a lot of business owners, particularly photographers, have to put up or shut up. It’s when if you haven’t been running your business like an actual business and you’ve just kind of been riding the wave of getting clients, you know, here and there and not really putting in the effort.

Year three is when people usually need to be like, okay, this is a business. I need to treat it like one. This is what I need to do, but I’ve never thought about like long-term search driven marketing as being one of those decisions that someone would make at the cusp. Because by the time you get there, blogging isn’t going to immediately save your business.

Being serious about it means you might start getting steady leads six to 12 months later. So again, you can’t really make that decision when you’re feeling the weight of potentially closing your business, but this does need to be something that you’re not investing in unless you know that your business is gonna be around in 12 months.

To get the ROI.

Kara: Yeah. And in fact, I was just reading an interesting stat the other day about how it was 72.9, so like 73% of blog posts that rank on Google are over three years old. And while I think that can be like discouraging when you’re like just starting and you’re like, but I just wrote four blog posts this month, why are they not ranking?

Um, I think it just shows though, once they do rank and like if you’re listening to this podcast. This is not a get rich quick scheme kind of podcast. You are planning to be in business for the long haul and I think it is actually a really beautiful thing. That blog posts that are over three years old, not to say, are never gonna update them again.

Show up on page one.

Colie: I mean, guys, I hope you can’t hear me typing, but as she, I’m gonna bring something up because earlier she said that it was a commercial. I mean, I’ve actually never heard you talk about those four terms, at least with me. I mean, you do on your, on your podcast. And by the way, her podcast is the care report.

If you don’t listen to it, you should immediately go subscribe, but. I thought it was really interesting when you said HoneyBook versus Dubsado, because that is my number one ranking, blog post, and so I just pulled it up. You wrote that for me in May of 2024, and I believe that it was one of the first blog posts that you wrote for me, but now, almost two years later, I am number one for that search term, depending when you look now.

I just got one of those like horrifying emails where it’s like your visibility has dropped 15% and why has it dropped? Because I went from number one for HoneyBook versus Dubsado to number eight. Now that’s still page one. It’s still great, but you know, I get those email notifications that are like, you’ve dropped this much, but.

I thought it was really interesting that you chose, you know, that specific

Kara: I was looking at you.

Colie: I know, ’cause I’m like, no, that is my number one blog post and I’ve often told you, Hey, maybe we need to create some more content around this, but we don’t wanna cannibalize. The blog post that’s already doing so well because it oscillates from number one to also being in the AI portion at the top of the screen.

I’m in that often, but again, like I think that that particular blog post has been on page one. If I had to take a guess, it’s been at least six, eight months since the first time that it hit number one and just pretty much stays, you know, even if it oscillates, it’s, it’s still on page one.

Kara: Yeah, for sure. In fact, I was just talking to a family photographer in like in her city, let’s say, and it was funny because she’s like, I’m always on page. One, but like I randomly checked the other day and she was on page two or something, and then I was like, okay, let me do some digging in your search console.

And it was like, for whatever reason, because Google does shuffle the rankings on page one a little bit just to see, you know how things perform. And it’s like I went back five months and on average four days out of the month, she will be positioned like between eight to 12. The other 28 days of the month or whatever, she’s always positioned two or one, so it’s just interesting.

Colie: That’s so fascinating that you can actually see that data. I mean, I only know that I’m oscillating when I get the reports and I’m like, you know, you talked me off the ledge. The first time that I got one, I was like, oh my God, why did my visibility drop 15%? And then it was like, oh, you know, Colie, you just dropped a little bit, but you’re still on page one.

It’s all good. And to be honest, this is the blog post. I mean, I’ve considered making like a YouTube video that talks about it because then I would get the juice for people who are actually searching for that on YouTube, versus, you know, just in a regular Google search bar. But actually, Kara, I, I realize we should talk about this now, because you and I are not the same age, but we are in the same bracket, if you will.

Kara: Right.

Colie: And it was really interesting the first time that someone came onto my podcast and said some shit, like if I was looking for a chicken noodle recipe, I would actually go to TikTok. And I was like, I’m sorry, what? So. Like the younger people are actually using TikTok. Like we use Google and YouTube. And so, I mean, that doesn’t mean that you have to change your business and what you’re putting out there on your channels, but like if you are targeting like younger people, which I am not, I mean my average client is probably at least 34 going into, you know, early fifties because they are established business owners.

Um, but if you are targeting something. And they’re younger. I mean, maybe you do need a TikTok, you know, place in your marketing channels to make sure that you are effectively finding, finding your ideal clients.

Kara: Yeah, and I also think it depends because. I have gone through phases where TikTok is like the search algorithm. I’m like reaching for, but for those type of searches, it’s typically not like, I don’t know, something that I’m gonna spend thousands of dollars for. Do you know what I mean?

Colie: I do.

Kara: If we’re all typing in services, I’m not finding my website designer there.

I’m not finding my photographer there. Maybe other people are, I don’t know how good their local search is. I think it is. Pretty decent. And yeah, maybe there’s an opportunity, but like typically it’s like, okay, chicken noodle recipe meal, batching tips, the latest drama on Real Housewives, whatever. Do you know what I mean?

Like those are the kind of things I’m using TikTok search bar for.

Colie: Okay. Speaking of like new tech, you already hinted at using AI to write your blog post, but I, I wanna come back around to, the thing that I wanted to hit on, you already mentioned, and that’s the fact that when you go into AI and you’re asking it to write your blog post, it isn’t going to be doing the search.

Looking for the intention, doing that part of the research for you. But is AI a good tool to use for those blog posts where you’re maybe just trying to communicate to the clients that you already have, say, writing those kind of client education blog posts as you will.

Kara: You know what I would say if you’re, if you don’t care about ranking, go ahead and use ai. Even if you care about ranking, you just have to really put on your critical thinking kind of like skills, because I, I mean, I said this the other day, I think we were chatting and I was like, writing is almost the least important.

Part of what I do for people now. Do you know what I mean? Like people are not hiring me to get words on their website. They don’t care about that. They care about getting clients from Google. They care about increasing their rankings and getting more traffic. Like they don’t care about the words. The words have to be good enough that the people that land on the website are actually interested in booking.

But I mean, the. I’m so sorry for any writers listening, but it’s like the days of writing being like a hot, a hot skill are sort of over, in my opinion. and you know how I feel about that. so I would say if it’s just for your current clients and you don’t care about ranking, go ahead and use ai. I would also say, as a business owner, we all have a million, and one thing is to do at any given moment. And what I would say after doing this for so long. One Chachi PT has been out for three and a half years.

If you were gonna use Chachi PT to write blog posts, you would’ve done it by now, to be honest. Like if that was going to be your blogging strategy, you would have done it by now. And like when I think about the stuff that I’m gonna give my current clients to read, you wanna make sure it’s good. So we’re gonna do that at the very end of your day when you’re like, Ugh, I just have to get something up.

And that’s what you’re gonna send to your clients that paid you like probably not.

Colie: Yeah. No, I love that. I mean, I li I love that you said writing is probably the least important thing that I do for my clients. It’s, it’s always funny. It’s like my version of that is I’m not teaching you how to use Dubsado. Dubsado has great videos on YouTube that tells you if you’re trying to build a workflow, this is what you click.

This is what you do. What you’re hiring me for is making sure that you have crafted your customer journey to have, you know, multiple touchpoints, to build trust at every step, to make sure that you overall are doing the things that you want with your clients. But like, we could create that list and I could send you off to go, you know, use all of the Dubsado resources to learn how to click every single button.

And I mean, that’s not what you hire me for. Learning how to use Dubsado is not it. You are, you are literally hiring me to use your brain to really think about what your business is offering, how you can present it to your clients, and how you can really make the entire experience as streamlined and simple as possible.

Because again. You could go and like do all of these things, but you might end up making the exp the experience a lot more clunky than it needs to be. I mean, I don’t know that I’ve ever told somebody you’re sending too many emails, but I mean, I could. I could, if you’re just sending, you know, bland email after bland email that really doesn’t have a purpose and doesn’t show your personality and doesn’t give them a preview where they are in the process.

Sorry, Kara’s laughing at me. She’s, no, I’m, I gotta bring my three Ps into it somehow, but. I mean, and I would argue that that is what you are hiring most people for when you outsource period. I mean, I’m gonna have some additional, you know, experts on in this series, and for a lot of them, you are hiring them for the strategy.

You are not hiring them for the actual doing. Unless it’s your virtual assistant or unless it’s somebody that’s very task oriented in which you are actually paying them to do something very specific that you tell them to do.

Kara: Yeah, I totally agree. Like if you were just blogging to check it off your list and mark it is done. Have your VA do it, have a ai, do it. Like who cares and when. I think one thing that I wanted to say since we’re talking about outsourcing blogging specifically, is like how separate blogging is from your business.

When you hire somebody like a social media manager, I mean you are not hands off. Like you have to record the video. It is hard to outsource Instagram ’cause it feels like your friends are there and like it has to be you for so much of it. And or like podcast episodes, like you’re the one recording YouTube videos.

Someone can help you with some of the before and after, but you can’t actually like. Give a task from start to finish to anyone, which is why blogging is like my favorite low lift. I mean, when threads came out, we’re all like, oh my God, just text. It’s like, hello blogging. It’s been sitting there the whole time.

It is the lowest lift way. And like when you outsource blogging to like me or somebody else, they can literally like, here’s a quarterly plan. Give me feedback on it once a quarter. Let me frigging run with it. Do you know what I mean? It is off your plate. You are not thinking about it.

Colie: I’m laughing because, uh, just in case anyone needs to know this, that is not how I treat Kara. That

Kara: Cole is the exception, but.

Colie: I’m like, wow, that must be so nice for some people. So everybody I wanna, I wanna just tell you, I wanna put the little caveat in as to why Kara and I’s relationship is so different from that. Kara used to write me the quarterly blog plans.

You know, she used to do my keyword research in this way, and this is what ended up happening, guys. She would send me the ideas. And I would say, oh, Kara, that’s fantastic. I did a podcast episode on that last year. Let me send you the transcript. Or she would suggest something else. And I’m like, oh, I have a really awesome email that I wrote about that.

Let me send you that. And so what we realized very quickly was when Kara was out there doing the research for me, which again is why she’s so fantastic at her job, I was like, oh, but I already have ideas that are out there like. Published content that you could use to get my perspective and my voice. I will also say, I’m gonna bring it back around to, I think it was the very first time that you were on this podcast.

I mentioned that you had used a phrase about a Swiss army knife in the blog post. Listen, I don’t, I don’t really like double check things, guys. I mean, usually she gives me something and it’s awesome, and I’m like, oh, great, publish. That was the first time that I was like, Kara, I would never say that. And of course she’s, she’s never said it since.

Right. But there’s also a very technical aspect. Of what I do. And so I do distinctly remember you wrote one blog post, which was like about HoneyBook, and the thing is, you are not a HoneyBook user. So you probably went out and did your research like you normally do for every other one of your clients.

And when I saw the blog post, I was like, oh no, Kara, I know that this is what the internet says that people should do. And I know for a fact that this is what HoneyBook suggests, but this is the shit that I tell people to never do. So we’ve realized really quickly that. If she just told me what it was, that the idea was for the blog post, if I didn’t already have something created that she could use to turn into a blog post, I should just record her something very quickly to make sure that it was again, in my voice, but also that it hit the technical marks that it needed to.

Now, nobody else, I feel like out there needs to make sure that that is like. There, but you know, when your, when your blog writer goes out and they do the research and they’re looking at things like, my, my opinions are very strong guys, and that’s why people pay me because I’ve pretty much, as Brianna said in the episode I recorded this morning, she’s like, I’m a fuck around and find out person.

And I am. And so, you know, if. If HoneyBook and Dubsado are suggesting to you guys that you do things one way, oh, I’m going to test them. And if that’s not what I think you should do, oh, I’m very loud and vocal about it. And so sometimes you will get, you know, suggestions from me that don’t actually align with what you’re getting from the company.

And that’s on purpose. Like, but I’m telling you, this is the most effective way to do it, even if the company themselves won’t admit it, which I, I’m always right, they’re wrong. Let’s just get that outta the way.

Kara: Just do what Colie says. It’s like my motto. So, yeah, I mean, most clients do not come to me with like 300 blogs and 800 podcast episodes already recorded. So we have a little bit of a different system. but so true.

Colie: Yeah. Okay. So I guess to bring it all around, if you wanted to give somebody advice that’s like you’re thinking about outsourcing your blogging, you know, you, you don’t quite know if it’s the best fit. What would be your advice to them so that they could make a decision?

Kara: Oh, that’s such a good question.

So when you’re marketing your business, you have eight a million options. And what I would say is if you’re on the fence about blogging or investing in something else. Look at the long term and balance it with the short term. If you’re really not in a position to invest long term, like I say, minimum six to 12 months, and really it should be like 12 to 24 months because the reality is before you’re on page one and two or.

Position one and two. I would even say the traffic is not going to bring you enough leads to see an ROI. Right. But in order to get there, you have to start on page 30, right? Like we talked about earlier in the episode. Three years is when you are gonna consistently see blog posts on page one on average.

So I think you have to be prepared for that. And it’s okay if you’re not, there shouldn’t be like some sort of pressure. However, if you’re like, my long-term goal is like five years from now, I would love to be, you know, working 20 hours a week and making a million dollars. Uh, I’m not saying belonging is gonna get you there, but I’m just.

I’m like, wait, backtrack. But I do think you wanna like look at that and if you’re investing, I mean also consider investments, good social media management and not pin them against each other. ’cause I always think doing both is better than nothing. But I mean, good social media management is going for like, what, 2000, $3,000 a month?

Like blogging is a much lower investment, but you have to do it for longer and you have to be prepared to do that.

Colie: Agreed. I mean, I think the other thing that you kind of brought up, but I wanna make sure that we really highlight it. You said blogging is like the one kind of marketing that you can basically pass off. And not have to be involved. And so when you think about your long-term goals, you mentioned in five years making a million dollars.

I mean, I wanna turn it around to your time. In five years if you want to spend less time inside your business and not have to, you know, do more marketing in order to get leads. SEO is the way to go because the longer that your content is out, you know, on the internet, it has the potential to bring you more leads down the road.

And so maybe now you are spending, I don’t know, four, five hours a week on your marketing. But if you get five, five years down the line and your blog posts are bringing in consistent leads from Google. That four to five hours can be brought down dramatically to where maybe it renders social media extinct for you and you can take the hours that you were spending doing your social media and put ’em towards something else.

Kara: Yeah, a hundred percent.

Colie: Alright, so guys, Kara is one of those guests that if I just sat here, we would talk your ears off forever. So, as you guys know, if I sat here with Kara, we could talk your ear off for another hour, and I’m not gonna do that to you.

I just wanna give you the reminder that this episode outsource your blogging is the first of several additional episodes where I am gonna be covering what you could outsource in your business and what the potential ROI is. And so if you take nothing else away from this episode, I just wanna make sure that potentially outsourcing your blogging is.

In the plate for you to make a decision, and hey, if you need help, Kara’s there.

Kara: Yes. I love you so much. And I also, sorry, one last thing before we wrap up. I just thought of it as you were talking is like with blog posts, I know it like, I like to think of blog posts literally as like building your assets, whereas like there’s a lot of talk about like SEO changes and AI changes and I think it’s just like worth finishing off by saying.

Like the nice thing about blogs is you can edit them, right? Like you don’t have to start from scratch. If you know a year down the line they’re like, in order to rank in AI you need A, B, C, D. It’s like you have a hundred blog posts, you can go back and edit. And it’s so much easier than being the person that always is like, well, I was gonna start blogging, but instead, well, I was gonna like, and then here we are six years later.

Colie: I mean, and I, I feel a little called out ’cause you know, I will change a blog post in a heartbeat. And honestly, a lot of the tasks that I assigned to Kara, uh, most recently were, Hey Kara, like, when I stopped selling the blueprint and I stopped selling the templates, I just keep putting old blog posts in front of her and I’m like, Hey, we need to rewrite this and remove all the offers that I no longer have.

And like, you know, if I’ve changed my perspective. We need to rewrite this. I mean, the, the content is good. It’s not something that I wanna unpublish, but we do need to go in there and kind of give it a little tweak. And I feel like that’s good even if you don’t eliminate your offers, because like in the example of a photographer.

You might have better images, you might have a new perspective on an informational blog post where you’re talking about like, let’s say activities that you could do or locations. If you have a new favorite location and that blog post is doing really well, yes, go write a new blog post about this new location so that it can potentially rank, but also go add it to your top five places.

That’s already on page one, like. Make sure that you are really getting the full ROI out of these assets that you know might have been published two or three years ago that are still bringing you traffic Now. Don’t change the whole blog post, but make sure that it reflects your current, positions and your best work right now.

Kara: Yeah, agreed. I always like to go and update things, whether it’s like changing the offer, like you said, or I look at things that are bringing traffic and I’m like, how can I make it convert better? I look at things that are like on page two, it’s like, how can I make it page one? Like that kind of stuff can really add up.

Colie: Okay, So you guys have a decision to make. I think that everybody should be blogging, but again, as Kara mentioned, it is a long-term investment before you start to see the ROI. But what I hope for everyone in my listening audience is that you have a business that you love that brings you joy and a paycheck and sticks around long enough for you to see the ROI of blogging.

Alright, thank you so much for coming on the episode, Kara.

Kara: Thanks so much for having me Colie.

Colie: That’s it for this episode. See you next time.