Solar Eclipse in South Florida on August 21, 2017 Online Marketing

Big Brands Recognize Solar Eclipse as Marketing Opportunity

Turnaround, bright eyes. Everywhere you go, someone is talking about the upcoming solar eclipse. As for us, we are comfortably nestled away in Delray Beach waiting for Monday, August 21, 2017, at 1:26 p.m. for the action to begin. But, who’s counting?

In the meantime, we’ve been eyeing all the companies out there who are making a few extra bucks marketing everything from solar eclipse glasses to delicious treats and ocean cruises.

Krispy Kreme’s Chocolate Glazer

For the first time ever, Krispy Kreme will sell a chocolate glazed donut. It will be available at 20 stores listed on their website during special hours on August 19 and 20.

From social media to video marketing, Krispy Kreme has our sweet tooth curious.

If you are eager for this tasty treat, you’ll have to head to Broward or Miami-Dade counties to check it out. Palm Beach County didn’t make the cut. Shucks.

Royal Caribbean’s “Total Eclipse Cruise”

Our very own Miami-based cruise line is riding the waves too.

Featuring their festive emojis, they jumped on Twitter and other social networks to pitch cruise lovers a chance to watch the eclipse, while voyaging on the sea. They are calling this marketing adventure a “Total Eclipse Cruise” that is “out-of-this-world.”

In order to set sail on August 20, South Floridians will have to take a quick drive up north to Orlando. It might be totally worth it for the monumental moment because Bonnie Tyler is going to be a special guest during the event singing her hit song, “Total Eclipse of the Heart.”

The Chiquita #BananaSun

Our favorite bananas from the Fort Lauderdale area are ripe and ready to peel. They created an enormous fiery yellow banana in the sky that has our attention. They took to Twitter and other social networks with an incredibly catchy video that screams creativity and silliness – our favorite combination.

It’s hard not to look directly at the Banana Sun with dance moves like that!

These are a few examples of some South Florida brands that have mixed their offerings with some clever marketing tactics. What are some of your favorite Solar Eclipse ads out there?

Time For New SEO Content Content Marketing

Get More Leads by Repurposing Content For SEO

Over the years, SEO has evolved continuously. A factor that remained consistent no matter what was content marketing. If a website was going to rank for keywords, you needed to have those terms throughout the site repeatedly. SEOs would create single pages using heavily targeted, highly searched terms with bare bones content. As we fast forward to today, our strategies have shifted.

Now, the recommendation is to keep the content longer with less of a focus on exact matched terms. We want these pages full of rich content that will keep users on the site longer and more engaged. When we look at old blog posts that are outdated and underperforming, it can hurt the site’s overall authority with Google by encouraging higher bounce rates and fewer clicks.
Additionally, both users and search engines prefer to see fresh content. This is of particular importance to news sources and blog posts. When we search “How to write content for SEO,” we get these results:

how to write content for seo Google Search Results

If you came across these results, you’d most likely go for the one dated April 12, 2017. There has been quite a bit of change since 2011, so typically a user would lean towards the most recent post.

Before you start clicking the delete button on those old articles, use this opportunity to plan your next steps towards a stronger SEO strategy.

Redirect or Repurpose?

The next step is to decide what to do with those old articles. You can setup a 301 redirect that sends users to a more recent post on the same topic. The other option is to repurpose the content and make it fresh again.

Determining What Posts to Edit

How do we determine what to redirect, repurpose or leave alone?

First, you need to know how many posts you have on the website. You could use tools like Screaming Frog or another spider tool to extract the URLs. Next, go into Google Analytics and see how many of those posts received a visit organically in the past 90 days. If that landing page showed zero results, it’s probably time to redirect or rewrite.

To make things easier, we created this Blog Repurpose Template to help you.

Repurposing Old Content

Once you have decided on what content to repurpose, it’s time to come up with a plan. Since each article may need a different strategy, we put together some ideas to get the creative SEO juices flowing.

Low-hanging fruit. This is an opportunity to look at the posts that are ranking, but not quite reaching their full potential. If it’s hanging around position 7 to 15, then this would be an excellent opportunity to freshen up.

Images. You don’t always have to focus solely on the content. Images are another great way to optimize an old post. Update the pictures and screenshots and include optimized ALT tags.

Comments. If there were discussions or questions in the comments that seem relevant to today consider updating that article using some of the feedback that is right in front of you.

Structure. You could also consider updating the headers, title tags, meta descriptions, bulleted lists, etc. These small changes can make a huge difference to a user’s experience on the site.

Once those edits are complete, update the published date on the blog post to a more recent time.

Tell All Your Friends

Now you’ve spent all this time updating old articles. It’s time to drive traffic back to those pages. You can promote the pages through your social media channels, email your list and reach out to influencers.