Why It’s Important Your Content, Your Blog, and Your Business Change Over Time

by Marcus Sheridan

journey

I’m sitting here late on a Friday night and pondering what is a significant realization—I’ve changed.

My blog has changed.

My business has changed.

And that’s a good thing.

The reason I’m experiencing this minor epiphany is because I’m once again editing my massive eBook, Inbound and Content Marketing Made Easy—which was published on this site just over 2 years ago. Since that time,  I’ve redone the book 5 times—taking out “old” content and adding newer works that more accurately reflect me and my business.

And each time I go through this process, I often find myself thinking;

“Why in the world did I say that???”

“That was dumb advice.”

“Boy was I writing about the wrong thing back then…”

Keep in mind though; I don’t make these statements in sadness or frustration, but more with pensive appreciation.

When I look back to when The Sales Lion started, if I can sum it up in a nutshell, I was just a blogger. Everything was new to me and my identity, especially when it comes to my business, wasn’t close to being established, which is exactly why I wrote articles like: 10 Ways to Get Massive Amounts of Comments on Your Blog Every Time

Last night, that article, was removed from my eBook.

Why?

Because I don’t want businesses or bloggers worried about getting comments anymore. At this point, I’ve seen one’s “chase for comments” hurt way more blogs than help—causing individuals to go into a constant flux of happiness and sadness based on the number of people that put their words at the bottom of a post.

It’s sad, really.

Besides, blog comments never have nor ever will help a business make payroll.

It’s Ok to Change Your Mind

A special thanks to my friend Michael Schechter to inspiring this post ;-)

A special thanks to my friend Michael Schechter to inspiring this post ;-)

In other words, I’ve changed my mind on the subject.

But as I said before, I’m glad I wrote that piece. It represents who I was at the time—my thoughts, feelings, and beliefs during that period of my life.

There have been times when I’ve seen people in this space attack or go after others because they contradicted themselves in some way or another—changing their thoughts on a subject over time.

Frankly, I find this to be quite unfortunate.

In fact, if your blog, your website, or your business looks exactly the same today as it did 2 years ago, there is likely something wrong, and chances are you’re not growing.

So let’s embrace change—be it from ourselves or from others.

Because the truth is, we’re all doing our best to figure this thing called “life” out, and each path we take is a very individual thing.

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{ 28 comments… read them below or add one }

Max Traylor November 9, 2013 at 10:39 am

Well now it feels weird leaving a comment… but I disagree that comments can’t help you grow your business. Would you not agree that a dynamic conversation on any page of your website will increase a user’s engagement with the page? Obviously the “comment crazy” posts where people just say the same thing over and over aren’t that valuable, but I Love to see second and third opinions in comments when a great conversation gets going.

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Marcus Sheridan November 9, 2013 at 8:53 pm

Max, you’re missing what I’m trying to say here. I’m not saying one can’t learn from comments. I have about 20,000 “real” comments here on TSL. I’ve learned quite a bit from these conversations.

But I also know the more I’ve been worried about getting comments, the more my blog and business suffered.

Furthermore, over 95% of industries are almost “non-comment” industries. Currently, I have about 50 clients using HubSpot and doing content marketing under the TSL brand. Do you no how many consider comments as a KPI for their business?

ZERO.

There is a very big difference between a KPI that pays your bills versus a place for conversation and further learning.

But that’s just my opinion, and I may change my mind again in another 4 years. :)

Marcus

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Tom Reber November 9, 2013 at 12:48 pm

Marcus-

I agree. As we learn and apply, we grow. We make decisions or have opinions based upon our current knowledge base. I think the key is implementing. If we don’t implement it’s easy to stay in our current state of opinion. Action teaches us.

I was recently going through some old blog posts…wow…were they bad!

Glad I’m getting better! Looking forward to where I’m going as I continue to learn..

MOTORhard!

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Marcus Sheridan November 9, 2013 at 8:47 pm

That’s exactly it Tom–implementation. Which to me, is essentially like saying “action”—those that implement, get stuff done. And they’re OK with the fact that they don’t have it all figured out, and that things might change. And really, that’s the beauty of it.

Good seeing you man,

Marcus

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Andy Detweiler November 10, 2013 at 10:10 am

Marcus,

This is one of my favorite postings of yours, for sure. Being much more new to this rapidly changing world of digital marketing, I must say my perspective changes on a weekly basis, if not more frequently. But as you allude to, I actually consider it a strength. With so much happening so fast — and so may different circumstances, industries, etc. — I don’t see how folks can possibly have everything figured out at this point. And if they do, it’s likely to change tomorrow.

I think a large part of the sales success I’ve had in my career has been because I’ve never been afraid to say “I don’t know” or “I’m not sure.” – and I’ve said it a lot. Regardless of who’s right or wrong on a particular subject, I’ll take thoughtful and strategic/constantly learning and re-evaluating over 100% absolutes any day. I wish more marketers would take your position. It would serve the industry well from a credibility standpoint.

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Jon Loomer November 10, 2013 at 6:34 pm

Bingo. I’ve recently celebrated two different 2-year anniversaries — one of my blog and then of my Facebook Page. Wow, things have changed so, so much since then. On one hand, I’m embarrassed by what I did back then. But on the other — like you say — I appreciate the evolution.

You still rocked two years ago, Marcus. And you’ll still rock two years from now.

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Ian Adams November 10, 2013 at 10:32 pm

The same exact thought crossed my mind the other day. I find as I improve my skills and gain more knowledge, my approach and ideas clearly evolve. Always tweaking and adjusting to make it better.

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Jamesseochicago November 11, 2013 at 4:50 pm

Spot on post about how we all need to evolve our brands and best practices over time. As an SEO copywriter, this is always good to hear. You always want to make sure that your brand matures over time, just like you blog posts or any other content you put out there.

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diwaker November 12, 2013 at 9:20 am

hi Marcus,

i am not fully agree with you. Yes you are right that comment are not talking part in our income directly but they boost up author’s moral and at least show that what visitor thinking about your post and on that coomunication you can write another post this is a cycle and this engage visitor too. This is only my thinking and i am not including spammer here.

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Adam Kielich November 12, 2013 at 1:03 pm

We’ve all done some things to support our online presence that were questionable at best. Sometimes they were good ideas at the time (or at least legitimately appeared to be good ideas) but wouldn’t make sense anymore. The intertubes change too fast for the same idea to work forever. In 2010 there was a lot of talk about how FB was where you had to be because that’s where everybody was. Then FB turned into a massive advertising system and people have left in droves. In 2013 Google is telling us we all need to be on G+ but it’s like advertising in an empty room. Nobody’s there but other marketers but have to show up because Google is tying search to it.

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Vinny Polston November 12, 2013 at 3:47 pm

Long time reader here – I think this is my first comment though. I just wanted to pipe in and say I couldn’t agree more! Although I just started “inbound marketing” last month – I can look back over emails to clients over the years and see how I would change things if asked the same question today. Comments shouldn’t be a way to measure success.

For example: Last month on the 22nd I wrote an article about a product the company I work for sells. They make a healthy commission on customers they get signed up. I titled it “Product Review: What you need to know before buying”. Has it gotten any comments? Nope. I did get a call earlier today from someone who came across the article looking to sign up. I’d take that over a comment any day of the week.

Thanks for the wealth of information you put out there – eating it all up!!

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Craig McBreen November 13, 2013 at 7:59 pm

Marcus,

I miss Michael Schechter ;)

Talk about crap posts, I just looked at something I wrote about two years ago.

I view the past two years as training, really … plenty of overanxious starts, then stops along the way. Just now gettin’ busy in a less berserko fashion. It takes a good long while to sort things out in this fickle realm and change is good, of course.

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Arbaz November 14, 2013 at 9:01 am

Great post mate.
With changing time a lot of things change and now if I look at the content I have written a year back, I feel awkward that I was so bad and creating articles.

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Jonathan Wong November 14, 2013 at 11:15 pm

Completely Agree. Everything evolves over time. Even politicians need to reevaluate their priorities for a changing voting demographic. Stagnation is probably the greatest enemy of anyone, business or otherwise. Of course the problem is (always) that it is more comfortable to stay in that bubble. I don’t think everyone necessarily understands that this applies to just about every aspect of life.

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Marcus Sheridan November 19, 2013 at 1:39 pm

Love it Jonathan—this is about understanding the “principle” versus simply understanding the “thing.” Well said!

Best,

Marcus

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Mitch Mitchell November 21, 2013 at 10:55 pm

Hey Marcus,

Something different from me this time around because I both agree and disagree, though my disagreement is a weak one.

I agree that chasing the numbers is a lost cause when it comes to comments, followers on Twitter, etc. I could easily have tens of thousands of followers on both Twitter & G+ but where would any real engagement come from? And though I’d love tons more comments than I get now on my blogs, truth be told most of the comments are pretty lame and I’m always deciding whether a comment is good enough to leave or not; waste of time

The disagreement… well, there’s something uplifting in writing a post that generates a lot of comments. I wrote a guest post for someone else that’s gotten up to 160 comments or so right now and that’s pretty cool. At the same time I have my main blog which I’ve written for 6 years now and only had 3 posts ever reach 100. If I decided that every post had to reach that I’d be knocking myself out and fretting all the time. See why I said this one was weak? :-)

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Marcus Sheridan November 25, 2013 at 8:29 am

Hahhaha Mitch, you make me smile man whenever you stop by.

I think we can both agree that comments and shares are a difficult mental cycle. And the less we’re connected with deriving our happiness from them, the better off we likely are. This doesn’t mean they’re bad in any way. It’s kind of like money. Money is good. The love of money is bad. :-)

Have a great one bud,

Marcus

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Piyush Dhiman November 25, 2013 at 9:59 am

Hii Marcus Sheridan,
Good Post, i totally agree with your points the things you’ve changed, the things you’ve learned, the knowledge you got really worth it. Once a teacher told me ‘Marcus’ that if you are going on a way and you don’t find any probs there then leave it, try difficult path it will give you power to hold the situation you know the quote try try try you will get success, success is coming after so much failure, so failure teach us a lesson if we recognise it.
Thankyou Marcus for your marvellous post.
- Piyush Dhiman :)

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Iain November 27, 2013 at 1:19 pm

Love this post Marcus.

It’s something that I have been thinking about a lot lately. How I have changed and how I will change in the future.

It’s crazy when we reflect back on what we were like compared to what we are now.

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Marcus Sheridan November 27, 2013 at 3:11 pm

Thrilled to hear it man. Like they say, “change” is good.

To growing,

Marcus

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Kris November 29, 2013 at 12:32 pm

Great post! To be honest I also think business need changing from time to time. In my case I am still thinking how to change my business (and my website) to attract more visitors and to implement something new. What I miss is the idea that would make my my business site more popular. But i believe i will get there with the time :)

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T4T December 1, 2013 at 5:39 am

I think change is very important for our business if we want it to grow in a continuous manner.

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Naveen | Reclining Office Chair December 3, 2013 at 6:57 am

Marcus,

You are absolutely right. If we are not changing, we are not growing.
Growth happens by adopting to change. Great discussion thread.

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Peter December 5, 2013 at 7:03 pm

I have just started my blog 2 months ago and I keep on expanding on things that I write about. I initially started with a narrow focus, but keep on writing about new things. I also sometimes go back and improve my initial blog posts, since I sometimes think of new information to add to them or when reading them after a while see that some sentence constructs don’t make much sense. I also often don’t have time and so try write a post quickly and need to go back to it later to improve it.

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Sunday December 8, 2013 at 10:23 am

True, it is important that your business and content change over time. This is not because times are changing but for the fact that injecting fresh ideas and originality into a content remains crucial for online success.

I have left this comment in the content syndication website for Internet marketers – Kingged.com where I found this post.
Sunday – kingged.com contributor

http://kingged.com/why-its-important-your-content-your-blog-and-your-business-change-over-time/

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Stan Eigi December 30, 2013 at 4:18 am

Another excellent article. Couldn’t agree more with you. Changes ARE important. Without change there can be no future. How can one hope to achieve something if he’s not changing? Change is Growth. Looking at my own pages and so-called blogs I see that even a little, but I change. Thanks for sharing this.

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Sven June 30, 2014 at 1:33 pm

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Reply

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