- Aug 7, 2013
I'm in the middle of cleaning up old blogs right now and found this detailed case study helpful.
Starting Over, Part 1: A Pre-Launch Checklist
Writing about marketing can be a full-time job, and there comes a point when you risk losing touch with the day-to-day challenges of actually being a marketer. A while back, I had an idea – what if I started over? What if I launched a new blog completely from scratch and told that story? No best practices, no wisdom from on high, but a blow-by-blow account of having to be a content marketer all over again.
Everyone agreed that this was a perfectly interesting idea, except for the part about building and maintaining an entire site just to write a few posts about the experience. So, I kept putting the idea on the back burner, until there was something that I wanted to write about enough to make the project worthwhile.
Starting Over, Part 2: Launch
Online marketing has evolved a lot in the past decade, and changes to search and social have brought good news and bad news for webmasters. First, the good news – it's relatively easy to get a new site indexed in 2014, and even ranking for long-tail terms. You don't have to wait for Google to discover you or pay a search submission service (remember those?). Unfortunately, the bad news is that ranking on real, competitive terms has gotten harder, and it takes longer. Why am I telling you this up front? You need to have realistic expectations, or launch will be an unpleasant and ultimately unproductive experience.