318: FBP Rewind – How Food Bloggers Can Make the Most Out of Q4

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Hello, hello, hello, this is Bjork Ostrom. You're listening to the Food Blogger Pro podcast. Today we are doing a rewind episode. It is a conversation that I had with Jenna Arnd from Pinch of Yum. She's the general manager of Pinch of Yam, which means that she sees the ins and outs, the nitty gritty details, the nooks and crannies of Pinch of Yam. And we're going to be talking about Q4. What is Q4? Well, the year is divided up into four quarters. Q1, Q2, Q3, Q4. And usually what you find is Q4 is one of the best quarters for people in our niche in our industry, which is people who do food content, recipe content. And the reason is because that's going to be the quarter where most people usually are going to be looking for most of their content. So there's Thanksgiving, there's Christmas, there's Hanukk, there's the holidays. So a lot of people are creating and making recipes. And it's also going to be the time when advertisers are going to be spending the most, so the most opportunity for sponsor content and advertising dollars to be coming in. So it's really the sweet spot. There's two great things happening, which is a lot of people thinking about food and a lot of advertisers and businesses thinking about spending money around those topics. So we're going to be talking about some of the things that you can be thinking about, some of the strategies that you can have. It's a Q and A style conversation. So obviously the podcasts are always Q and A in that I'm asking questions and people are giving answers, but you'll see kind of how that looks and feels a little bit different in this conversation. With Jenna and my encouragement to you. Even though it's August, right? August and then September would be the months that you're starting to think about October, November and December in regards to the content that you'll be publishing. So use this as a springboard to think about the planning that you'll be doing in the next few months, if you haven't already for Q4. And hopefully it seeds some ideas for what you can be doing to maximize and get the most out of Q4. So hope you enjoy this conversation. This Q and A with Jenna from Pinch of Yum. And we're officially live. Hello, everybody.

Hi.

Excited to have Jenna here and excited to see some people chatting. Ben, David, obviously Alexa's here, Elena from Denver. So excited to see people Trickling in, having a conversation about Quarter four. Ben mentioned this in the chat. As a fellow Midwestian, really embracing and loving the fall weather, Lindsay just published a coffee date post on Pinch of Yum talking about that, and that's what we're going to be talking about today. We're going to be talking about Quarter four, and we're lucky enough to have Jenna here. Jenna, do you want to talk a little bit about your role as general manager at Pinch of Yum and the many different things that you do, including kind of the focus on content that you have?

Yeah, for sure. Yep. So I do kind of a wide range of things, a Pinch of Yum, but I do a lot within communications for us. So some social media, some email writing, kind of any communication between readers and brands. And then I also work on sponsored content, which is the brand side. And then for content, I do a lot to support Lindsay. So kind of helping to manage our editorial calendar and putting out or kind of creating the calendar for like republished content and just overall kind of helping to manage the Pinch of Yum team.

So, yeah, awesome. And one of the things we're gearing up for is Quarter four. Obviously a lot of things happening in the fourth quarter for context, for those who aren't as familiar, Quarter four is really important because it's kind of the peak everything for a food and recipe site. So it's peak recipe creation. Aside from global pandemic, when everybody's at home making recipes, the usual peak is like Thanksgiving, it's the holidays where people are home and they're thinking about what it looks like to make food together. But it's also peak advertising spend. So whether it's sponsored content or actual display ads, all of that stuff kind of culminates in Quarter four. So that's why it's really important. That's why we were talking about that today. And I'd be interested just this is actually a question that Alexa mentioned in the email that she sent out this morning. But I wanted to kind of use this as an onboarding question. And I'll throw this your way, Jenna. When you think of Pinch of Yum, the things that are happening for Quarter four, it's a little bit unique because also Lindsey's going to be stepping back for maternity leave. You could talk about that as well. But are there anything that are a part of the norm and the rhythm for Pinch of Yum as we head into Quarter four, as we think strategically about what content looks like?

Yeah, for sure. I think there's definitely some consistent Things year to year, obviously quarter four is the holidays, so you've got Thanksgiving and Christmas and the new year. So there's definitely some themes that emerge for us just in creating new content like this month and next month, lots of pumpkin recipes, lots of soup recipes. So that's kind of a common thread. December is kind of funny because it's. There's not really like holiday food necessarily. Not like Thanksgiving where it's like turkey, the potatoes, all that. So that's kind of. We follow a lot of like the what you would expect from some of the food themes. Another big piece is that our sponsor content usually ramps up in the holidays because a lot of brands are looking to use the rest of their budget for 2020. And so that's another big thing for us. We have a few different sponsored posts coming up and all of them related to the holidays and Thanksgiving. And then the last thing that we are doing a lot of this year is republishing some older posts. And so you'll see that on Pinch of Yum that we're kind of increasing that because it's also, I mean, part of it is because of Lindsey on maternity leave and part of it is just that you might as well get some good juice out of Q4 because it's a higher traffic month too and remind your readers of other good kind of holiday recipes that you have on your site. So. And then there's the also the other weird thing of like throwing Covid in there and like, what do holidays look like for people here? And like what are people wanting and looking for? And we've talked about this with our brands as well as we're creating content this year.

So yeah, can you talk about. So republishing is something that we've been talking about on the podcast. A decent amount. We've been doing a decent amount for Pinch of pm. Can you talk about the idea behind that and why sometimes it's more strategic to try and improve a piece of content that's like almost performing well, but not quite versus creating a brand new piece of content and even where you can go to see some of that information.

Yeah, yeah. So we. A large part of our kind of republishing strategy has been to look at our posts that rank in like the top 10. So not necessarily even ones that are like ranking 10 to 20 that are like on the cusp of the first page. We're really focusing in on that first page of search results because that is you kind of get. I don't love the phrase like Bang for your buck. But kind of like you can move up the most number of ranking positions. And so that's kind of what we focus in on. And there's a few reasons why it's a good strategy, and one is simply, like, it's efficient and it saves you some time. And it also is kind of fun for readers to be reminded of older recipes, especially if you shoot new images for it and it feels refreshed. That's kind of fun. But it also. Yeah, I mean, first for SEO and for rankings, that's a large part of why it's a good strategy, because it's just. And we actually have a course on the Alexa. Just popped it in there. We have a course on this group, Blogger Pro, that kind of talks through why it's a good idea to do it and how we decide what to republish and then what changes we make to a post when we do republish it. Um, and it just. We've seen such awesome results from doing it where most of the posts say they're ranking like, number five. Like, they might jump up to number two. And that seems like a really small thing. But, I mean, when I'm searching for recipes personally for myself, I'm usually clicking the top two because I trust that that's what Google is serving me, because they're the best recipes. And so it's basically like you do a small amount of work, usually for like, a pretty decent reward.

So, yeah, can you talk about Google Search Console? So when you go in, you're able to see some of that information. If somebody wanted to go in and look at that on their own, you don't have to, like, remember the exact path of how to get there so hard when you're just talking through it. But in general, what does that look like? And I think of, you know, when you do some of the reports that you do, you have a little screenshot that shows it was like, position five and then it went to two. Where is that in Google Search Console, or just the general way that people could find that?

Yeah. Yep. So if you go into Google Search Console, I just pulled it up. So I'm making sure I'm saying this correctly. On the left side, you'll see a tab called Search Results. And you can kind of create different queries based on that. And so you can. I mean, you can see your average position. You can also, you can toggle things on and off. Like, if you toggle the average position on, then you can see the position for the search terms that are popping up. And if you wanted to, you can do, if you do like a, there's a query section. If you do a new query, you could type in like sweet potato casserole and you can see the information on the ranking and how many clicks it's getting and how many impressions it's getting. And so the way that we've used it to look at like what should we republish is just looking at the list of what the rankings are for our top content and looking at that like 5, 3 to 10 ranking. So it kind of helps you dwindle that down to be able to see that. But yeah, it's the search results tab for Google Search Console can give you just a ton of information.

Yeah, it's really awesome. It's like this sneak peek into the data that Google is collecting about your site. A lot of people don't use it, but there's so much great information there. So. And worth noting that Alexa dropped in a couple different links for courses happening now of course that Jenna did. So lots of follow up information to hit there. All right, so for those who are tuning in, if you haven't yet, we'd love to hear from you where you're tuning in from. Jenna and I are both in Minnesota, but I know that one of the great things is not only for our team that we have here, but also for all of our members. We are spread out all around the world. Some of you are winding down your day, some of you are starting your day. And it's one of the great things about this community is how far reaching it is. So we'd love to hear from you as you, as you start to come in. And we will continue moving through these questions. Just a reminder, if you have any questions that you're especially interested in us talking about, be sure to mention that by voting, that's how you can make sure that you that we know which question you're especially interested in us answering. And Molly is tuning in here from Paris. Rosemary from Rome, Phoenix, Arizona, Lisa drinking a lemon. How do you say that? Limoncello.

Limoncello. Limoncello.

Limoncello. I don't know if I've ever had that.

I think I've had like actual limoncello.

I like apple mousse, but I feel like I just like to say it so it's worth drinking it just to be able to say it.

Yeah.

This is my continued education in all things ingredients and recipes. All right. Elena says this is my first quarter four with my blog. What are some of the best tips to focus on when I'm just getting started. I have a few thoughts here, Lena, and then if you had any, Jenna would be interested to hear what you have to say too. I think when you're in your first year, when you're just getting started, especially let's say if you started three or four months ago, you're probably not going to notice as extreme rhythms as you do with a site like Pinch of Yum. If we go into Google Analytics right now, we can see a pretty clear ebb and flow on a weekly basis. We can see it on a quarterly basis and we can see it on an annual basis. We know traffic will go up in January. We know that Sunday is going to be a really popular day. These people are recipe planning for the week. It's just a natural flow that we have after doing it for 10 years. I think when you're in the early stages, it's going to be less common to have that really clear rhythm of traffic and therefore to not have as clear of a rhythm of like what earning potential would be or anything like that. So I wouldn't place too many expectations, Elena, on what your site should do in quarter four, especially in the first year and especially when you're first getting started. I would say, you know, when you, when you think of areas to focus on, I think it's all of the stuff that Jenna just said. What are the things that people are thinking about? What are the needs that people have? And it might be different depending on who you're talking to or who your audience is. But to spend time thinking about what is the most important thing for the people that you want to serve and the content that you want to create as it relates to quarter four. Some people would be like, cookies, I want to do cookies. And I love the idea of having these baking get togethers in whatever way that looks like, in a socially distanced, safe way. Or maybe just baking cookies for neighbors. But maybe you have a site that's like refined, sugar free, so then obviously you wouldn't do that. But it's thinking about seasonally, what are the things that would make sense for you to create content around? And to Jenna's point, you might create something and revisit that every year, republish it, update it continually improve, prove it so you don't have to view it as like, hey, I'm creating this for quarter four, 2020. But you could create something and say, hey, I'm creating this as a pillar piece of content that I want to continually come Back to. So make sure you have that long term mindset just in general, but also with each individual piece of content. Jenna, anything that you would add to this question? Just about areas of focus for quarter four for Elena as she's just getting started.

I don't think so. I think what you said about just kind of focusing on the seasonality and obviously with expectations of that, like there's a lot of competition in Q4, I feel like in traffic of some of the highly searched terms like sweet potato casserole or something like that. Yeah, I think. And we've, I feel, I don't know if this is from an ebook or just from you and Lindsay talking about when you first started cringe of yum. But just like creating high quality, consistent content I feel like is like the best goal and just kind of like make what you love and make what you think readers want to see.

Yeah. One of the things that we've talked about before is this idea of user controlled analytics. This is great if you're in your first year. If you're in your first two years, we think about that. If we're ever starting something new, we know that we're in that very beginning stage. And some of the analytics like page views or revenue, they're a little bit harder to get up and running when you're in the beginning stages. But what are the things that you can control? You can control how many blog posts you're doing or the time that you're dedicating to get better at photography. So those things that you can control would also be good things to focus on. So you don't get too discouraged in the early stages. Because with content it takes a long time to build up that momentum and to build up page views and to build up a following. Great. So we'll jump up here to this question about affiliate earnings. How do I maximize affiliate earnings in quarter 4? From a new great question. And it's a, it's also a really good time to think about affiliate, especially as it relates to Amazon because people buy a lot of stuff in quarter four. They're clicking on links, they're shopping on Amazon. And as you know, with Amazon links, if somebody clicks on your affiliate link for 24 hours, there's a cookie. So anything or most things that they buy, you'll get a percentage on that. The bummer is Amazon's recently changed their percentages. So while you get, you can, somebody can potentially check out and have a huge cart and everything is included in that. From an affiliate perspective, the amount that you get is a pretty small percentage. So it's becoming less and less effective for people to be Amazon affiliates. And another thing that you see shifting is Amazon is really starting to encourage people to become almost like Amazon influencers. So creating their own pages and creating their own account and doing videos on Amazon and creating shops on Amazon, as they're increasing resources around that, you see them decreasing the resources around affiliates for off site links. So you can earn commissions from being kind of an Amazon influencer on Amazon. They're incentivizing that and they're saying we're going to pay you less if you're doing this on your own site. So they really want that content to live within Amazon. You see that change happening, but you can still earn an income from that. You can still earn revenue from that Pinch of Yum does. And Pinch of Yum has, you know, for when you look at the ad revenue from pinch of yum versus affiliate revenue, it's maybe like 1/50 or 1/100th. And that's not to say that it couldn't be more or that's true for everybody. There's different niches where it looks a little bit different, but it's probably not going to be the main thing unless you're an affiliate site. Jenna, would you want to talk about ways that Pinch of Yum is including affiliate links and the different places where that shows up? We're not super focused on that, but we do have that as. As part of the revenue source that we have. Where are some of the ways that you can think of off the top of your head?

Yeah, so we, this is kind of not obsolete now, but we just don't use it that much. But we do have a shop on Pinch of Gum that includes affiliate links and products that we love. But one of the major ways that we do it is in every recipe we have an equipment section. And so you'll see in the recipe card, and this is built into Tasty links and tasty recipes. And so every recipe card you can see like, here's the Dutch oven that we use for this. Here's the wooden spoon, here's the strainer. So you can see that equipment right there. And that's linked to Amazon as affiliate links. And Then specific to Q4, what we've done in the past and we've kind of thought about doing this year actually, which is kind of in the works, is doing a gift guide. Like that's a really simple, fun thing to do on the blog, is just kind of Gathering like, here's what I'm buying for family and friends this year. Here are some of my favorite products. And just creating a gift guide roundup that's just kind of filled with affiliate links. So that's, that's one large kind of Q4 especially. And we have kind of explored or talked about exploring other affiliate programs too outside of Amazon. Like you think about like the meal delivery kits that like that you can gain affiliate earnings from that. And especially like thinking about right now, people are back at school, they don't want to be cooking dinner. And so there's like a lot of, there's a lot of a unique outside of Amazon, I feel like affiliate opportunities to, to kind of maximize on this time of year, whether it's holiday related or back to school related.

So yeah, it's one of the things that I think is important to remember with affiliate. You kind of hinted at this, Jenna, is how important it is for if you are thinking about doing some type of affiliate that it's really closely correlated to the thing that you're talking about or the focus. So the best case examples from an earning potential would be like if you're doing a review on different blenders and you have two different blenders, you know, maybe it's a Blendtec and what's the other one? Vitamix.

Vitamix, yep.

So you're kind of comparing two of the most popular blenders and doing a side by side. That's, that's great because usually people who are searching for reviews have buyer intent. So they're thinking, hey, I'm either gonna buy a Vitamix or a blender. They're probably searching things like, you know, Blendtec versus Vitamix or you know, best blender, things like that. So they have kind of buyer intent. Or you have an equipment section helpful because if somebody's making a recipe, it kind of gives them an overview of here's what you need, here's what we use when we made this, you might be able to use this as well. And I think where it becomes less effective is actually pinch of yum as an example. And you kind of mentioned this too, Jenna. Like we have the Shop page and it's there. It's not a huge part of our strategy and probably something that you'll see fade away as opposed to increase in terms of our focus on that. One of the main reasons being it's not super helpful for people in the way that they're not going to pinch of Yum to look to shop, but they might do that if they kind of like checking out in an aisle and you see like, oh, actually I do need some gum. If you're looking at a recipe and you're like, oh actually I do need a new spatula and looks like this is the one that they use that's a little bit more closely correlated. Just a couple quick examples of that. Alexa dropped in some links so you can see what that looks like on Pinch of Yum. Tasty links hooks up with tasty recipes. But it's important to know the reason that those are two separate things is because Tasty Links also works outside of recipes. So you can create a little call out card like that. You can create an area like that on all any post. It doesn't have to be connected to a recipe, but we wanted it to look really nice to be integrated in to the recipe card for those who do use tasty recipes and tasty links. So it's kind of the quick backstory with that. And then Alexa also linked to Happening now where we talk about some affiliate stuff. Thank you, Alexa. Yeah, the ultimate in real time link sharing. So thanks Alexa.

I was going to add just one more, one more thing to that question. I was just thinking about the other when you were talking about the blenders, like reviewing blenders, one thing that we did last year that I felt like was a successful idea was so obviously on the holidays people are getting new kitchen tools like an instant pot or a Dutch oven or a blender and so on Pinch of Yum. We have a few posts that were primarily made for affiliates. So like 10 ways to use your Dutch oven or 16 magical ways to use your instant pot or like an instant pot recipe roundup that you could create before the holidays. But then once people have those things in their hands, they're searching like how do I use my instant pot or best instant pot recipes. That's just another kind of idea to think about as like, what are people searching for once they get these new kitchen tools and they don't know what to do with them?

So yes, yeah, for sure. Somebody's super excited about it. They get it. Maybe somebody gifted it for them for Christmas and then they're like, I need some recipe ideas for Dutch oven. Like, and that being a really good type of content. You kind of talked about this a little bit, but Elena had a follow up question here. So obviously we talk a lot about Amazon as being a place where you can sign up for affiliates, but there's other places you can do that as well. One of the things that. So Elena's question is, is there any other affiliates besides Amazon that you would highly recommend? So Elena, I think it really depends on your niche. A couple options. There's, there's affiliate networks like shareasale, Commission Junction, I think Pepper Jam is one. We primarily use shareasale, we use that. You could be an affiliate for Food Blogger Pro, for WP Tasty, for a Pinch of Yummy Book. We have affiliate programs as the merchant for all of those. But if you're thinking about as a publisher, you can go to these other networks and a lot of times they'll pay a lot better because it's not going through Amazon, they're not having to pay Amazon a cut. Any others that you can think of that would be other options. Jenna, primarily for Pinch of Yum we're doing Amazon. But any others that you can think of off the top of your head?

Yeah, we have used Shop Style a few times. That's outside of our niche for sure because it's kind of more so like clothing products and other retail. But when we've done like a capsule wardrobe or a gift guide, that's often the way that we've done it. I do believe Target also has an affiliate program that we've linked to before if it's like a Target exclusive product. But I think Shop Style can take from multiple stores and allow you to do that. So that's the other one that we've used too.

That's great. And we haven't actually done this before but I've seen creators and publishers using like the shopping apps. So either like buying through Walmart or Instacart, we haven't gotten into that. But I wouldn't be surprised if it becomes more common to have the ability to add to cart directly from a recipe. And I know that there's different ways that this exists and then getting a small commission on that. The hard thing with Grocery is that the margins are already so small that it doesn't offer a huge amount of income. But it's highly correlated. So. And I love the idea of like if you really want a recipe, you just add all the ingredients to your cart and then like an hour later it shows up and then you can make it cool. So this kind of ties in. Sylvia says have you set up Amazon affiliates in other high traffic countries like UK and Canada? Do you think this is worth doing? So we have done that. Jen, I'm trying to remember. There is something that came up with this that Daniel, who's the developer engineer that we work with had to make a change. Do you remember what that was for these programs? I can kind of circle around it. I don't remember specifically what it was, but.

Yeah. So Amazon has something, I think it's called, and maybe Alexa, you can find a link to this, but I think it's called Amazon One Link. And it's essentially something. It's a piece of code that you put on your site and it's really, it's like a great release from them, I think they, they created a few years ago. But basically if anyone comes from a different country, say there's somebody in Canada and they click our Instant Pot affiliate link, it'll just automatically direct them to the Canadian Amazon store instead of the US one. So it just makes it easier for your readers. And then you also still get commissions from those stores. So I think the thing we ran into was that they changed the link or something like that or they changed the process for using it. Yeah, so, but that. So we are signed up for, I think Canada, uk. We had some issues with, I think with like China and Japan, just with. I forget what it was, but. But I know for sure that. Yeah, yeah, I think for sure. Canada and UK and Mexico, I think too. But.

Yep. And if I'm remembering right, what happened was in order for your Amazon Associates account, which is essentially just Amazon Affiliate, in order for the Amazon Associates account to stay active and open, you have to have a certain amount of sales in a given period of time. And I think for the places where we had less traffic, plus Amazon wasn't as prevalent like Japan, then we didn't have enough sales to justify or to meet the credentials that Amazon had to have an open account. So they sent us a letter saying like, hey, we have to shut down your account because you don't have enough sales. So if I'm remembering right, I think we went through and we signed up for like all of them. And then over time the accounts got shut down to the ones that we had enough traffic from Canada UK and had enough sales to keep them active.

Yep.

One, one small thing to note is like, for both of these accounts, they send us a physical check each time, which I don't know if you've ever had to do this, Jenna, but like for Canada, you go in and then they're like, and we're at Wells Fargo and there's this thing about like, where's the stamp? They always need the stamp and they never know what the stamp is and.

They need to convert it to USD and.

Yeah, yeah. Which is like Not a big deal, but it's, it's something that is a little bit more manual. So what we did is we increased the like payout amount to like 500 or 1000. I think it's default to maybe like 25 or 50 just so we continue to get that. But it's, we're not going in, you know, every month and going through that kind of rigmarole of converting that over. So I think it's definitely worth doing. If you're going to do it, use that program that Alexa dropped a link into that Jenna mentioned. One link. It's a little snippet of code and that code connects to your account, which then directs people based on their IP address to the right landing spot. Great question. And I think it's a relatively easy thing to get set up after you take a few days to get that taken care of. David says, picking up on that comment about how to use Christmas gifts. Other ideas for sustaining quarter four momentum into quarter one. So can you talk about kind of ways that we view quarter four differently than quarter one as it relates to content and kind of the strategy for Pinch of Yum?

Yeah, so it's definitely, I mean, I feel like in a lot of food businesses you see this sudden switch to the new year where it's like healthy eating and Whole 30 or something like that. And so that's kind of typically. And I feel like if you looked in like Google Trends, you would see that difference from probably in December it's like cookies and bars and pie and like appetite. Like spinach. Yes, yes. And then it switches into January to be, to be healthier. And so what we've done in the past, and this might look a little different this year is we do like a sugar free January challenge, which is essentially just a month of recipes that are mostly refined sugar free. And so we've kind of focused in on like a specific niche of that rather than just like overall healthy eating. I think this year we might be focusing in on like vegetarian and plant based. And so that's really like kind of carrying that momentum in because January is also usually a pretty high traffic month for us because people are, yeah, like they got Christmas gifts and they're looking to figure out how to use them. Like I would guess that instant pot is like, it just jumps in January because people are like, how do I use this thing? And so, yeah, I think shifting into what people are looking for in January, which is typically healthier eating beyond January. I mean, February and March are just a weird months where it's like, like Valentine's Day. Like there's not as many trends, but I think people are continuing to sustain like some form of healthier eating.

Yeah. So yeah, it's interesting. I've talked to Kate from simplepin Media, one of the food blogger pro experts we have. She's been on the podcast a few times, have done, has done some live Q&As like this and she talks about like February 15th as kind of on the Pinterest side of things, which I would guess is micro kind of online economy that reflects the more macro one of searches and just mindset. Kind of mid February is when the peak of healthy traffic type content falls off, which is like six weeks. And then people are like, you know, maybe it's like kind of wrapping up their healthy eating mindset. But yeah, I think your point to the, like anything that people had maybe gotten for gifts is a great idea that like instant pot, whether it's a blender, any food items that people might be starting to use a little bit more kind of the mindset of healthy eating I think makes a lot of sense. I think from a revenue perspective. David, one of the things that is just really important to remember is like depending on your niche, traffic might go up, but they, but the revenue is going to go way down because suddenly these businesses, these brands, these companies are, are resetting their entire budget. And a lot of them. This was interesting for me to learn. I did a podcast interview with AdThrive and this was one of the things that they shared which was so interesting was they said a lot of people who manage an advertising budget, whether it be sponsored content or advertising, are literally coming in the first week or second week of January after being off and starting to build their budget for the new year. So they're not even spending anything because they're like, we don't even know what our budget is and what we want to spend it on. So they're spending those first few like days or potentially weeks even figuring out what they want to spend on. So there's a, there's, it's deflated, especially compared to when there's a spending frenzy in quarter four. So even if traffic might go up, your ad spend is going to go down. And what you'll notice is that'll sustain for quarter one for the most part and maybe peaks a little bit towards the end. And that episode isn't out yet, but it's coming down the line, so stay tuned for that. So I think that would be important from a momentum perspective. To know that revenue potential isn't going to carry over, even though your traffic potential would be. One final note with that, as your traffic goes up, that's going to be a great opportunity for you to start to think more strategically about how you can get people to sign up for your email list. Like, if people are coming, if they're going to be there. If you have more people, it's a great time to connect with them and keep them around for a long time. It's a huge project that Jen has been working on with bringing Pinch of Yum over into ConvertKit. And in thinking strategically about email and how we're handling that, could be something we could talk about here, too, as we talk about some of the ways that we're thinking about email. But a couple additional points, David, to consider as you think through stuff. It's a great question. All right, so Sienna's saying can you advise on how best to do a recipe roundup for those running tasty recipes? Tasty pins, tasty links. Since I recently switched to block editor, don't see a tasty roundup block. Alexa mentioned this drop a note to the support team at WP Tasty. It's something that we have been experimenting with early stages with. Pinch of Yam is this idea of doing a roundup that is structured in a way where it's correct, structured data. So Google understands that as a roundup, you're just working on this. Jenna, what's the official.

It's called a listicle block.

Yeah. Um, so that would be really important for the WP Tasty team to know that that's something that, that you're interested in so we can fold that in so we can have it as a part of the roadmap. I'm not as close to the roadmap. Katie, who's general manager at WP Tasty, kind of lives and breathes that roadmap. So it'd be good for her to know if you're interested in that and she can maybe even inform you at a high level or somebody on the WPTC team what that might look like. So it's a great question and love to hear any type of feedback that you have for anybody who is using wptasty. So thanks for writing in about that. Really appreciate it. All right, we are going to rock and roll on a few different more here and then I'm going to add in that question about email just so you can get some time to talk through that. Molly says, how do you weigh the bang for your buck in terms of creating a new recipe versus republishing an old one versus just continuing to market the heck out of one on social media. So can you talk through that decision making process, Jenna? It's not a perfect formula, but just like at a high level, what does that look like for Pinch of Yum?

Yeah, for sure. Yeah. As far as new recipes versus republished ones, there is a fine balance. Just keeping your audience in mind and your readers in mind of we don't want to be just republishing recipes constantly. So like we typically aim for about two per month and you'll see that increase over the next few months while Lindsay is out. But typically it's like out of our, let's see, like maybe eight or nine recipes we do per month. Two of them are maybe republished or maybe even just one of them. So we do kind of keep that balance in mind of we want to deliver new recipes and new content. And so there's kind of that balance with that. Obviously for new recipes, typically there's a lot more work that goes into that. It's developing the recipe, photographing the recipe, writing the post, creating new Instagram stories, creating a video. There's a lot of content that doesn't exist that needs to be created. Whereas for republished content, if the sometimes you have to shoot new photos, sometimes not, there's some tweaks to the copy that you make. Maybe you make sure the SEO is all zipped up, you create a new pin. Maybe you're kind of updating things that already exist. So that's kind of the beautiful thing about it is that. But then also going to the. Just the traction you can get from doing it, it's already, especially if it already ranks in the top 10, you're already a step ahead of the game. Rather than creating something new that now is in the competition for something. If you have something already that's ranking pretty well, then just kind of keep bumping it up towards the top. And that's. I do think you gain a lot more from that rather than like marketing the heck out of it on social media because you can also still do that. Whenever we republish a post, we're still sometimes creating new Instagram stories or resharing the video and putting it on Instagram and Facebook and Pinterest. And so we just find that we, I mean that's such a large source of revenue too is traffic. And so if we can just gain a little bit more of that search volume from people by being in the top two or three, then that gains a lot for us. Rather than say like, let's say like 50,000 people watching a video on Instagram and maybe not even clicking over to look at it, they're just watching it. So it's a lot more, we can be a lot more confident in the return with republishing a post rather than just doing like a large social media campaign.

Yeah, that's great. And I think it's that that's the art. Part of the art and science of content creation is like, even though numbers wise it might be smarter to just like keep the content we have and consistently republish it and try and like increase rank and get higher and get more traffic for the existing content, then you kind of lose the passion and interest of people who are truly following like, I want to see a new recipe, I want to hear from you again. What is the thing you're thinking about now? And it becomes just numbers. And so there's that balance with that. The other thing that I would also throw out is one of the considerations that we have that we're in the middle of right now is if we see something like that's been doing really well start to slip. And we've seen that with a popular post that we have for chocolate chip cookies, we've seen that start to go down and we're like, hey, let's take a look at this. Let's try and breathe some life into this, refresh it, move it to the, to the front of the blog, promote it. And one of the things that we're starting to learn about is the importance of not letting content kind of like turn into wispy mist and float off into the distance of your site. And that happens if you don't have really good category pages and you don't have a place for googlebot, which comes and crawls your site to easily discover that content. So sometimes one of the reasons why it's helpful to republish is because that piece of content that's kind of faded off into the distance, it doesn't have anywhere on your site where it's really prominent, where it's displayed, where there's links to kind of has faded off. Suddenly you're shining a light on it again, it's on the front of your site. Maybe you move it up so it's on a really prominently placed on a category page. You include some additional links to it in other places. That kind of revitalizes that content from a link perspective, internal linking, but also just from a prominence perspective. So when Googlebot comes to your home page, it's going to see that right away as one of the first places that it goes and it crawls. So another important consideration when it comes to updating old content in one of the factors that exists in it that doesn't exist if you're just promoting it on social. So that's kind of the gap between those two things that I think is important to point out as well. Great question, Molly. Really, really appreciate that and appreciate you tuning in from Paris, France, coolest location ever to watch a live Q and A next to somebody else who is like in Hollywood at Holly in Hollywood Beach, Florida. At the pool in Hollywood Beach, Florida.

That sounds pretty nice.

That sounds pretty nice. So I'll throw this one your way and then I have one more question that I'm going to add that would be good to talk through. Zoe's saying, have you guys heard of Whisk? So it's a recipe app that offers what it seems opportunities for creators to link their recipes. If so, what do your thoughts? Do you know Whisk, Jenna or anything? I've not heard of it live. I'd be interested to hear it looks like it's whisk.com when I pull this up. It looks familiar. I think I've maybe checked out the the page before Zoe. I don't really know a lot about it. It'd be interested to explore it a little bit and dig into it. I'm an advisor for Prepare, which I don't think is I haven't looked at Whisk and so I don't know if it's the same. Prepare is a great app where it allows you to bring your recipes in and create some kind of productized versions of the recipes. So it's a way almost to syndicate your content as another revenue source. So that would be something that I would throw out as something to look into. It's prepare and then pair like the fruit as opposed to prepare as you would spell it if you're preparing something. So throw that out as well. I'm always interested in ways of wisely syndicating your content so you don't want to just give it away and that's prepared. They are food people. They are food bloggers. They have super healthy kids and so they understand that and are being really careful about how they have that conversation with bloggers. So another one that I would throw out there, I'm actually going to add a question and Jen, I'll throw this your way. I referenced it before but just curious to Hear a little bit about the email process that Pinch of Yum has gone through. It kind of ties into quarter four, but in general, it's just a strategy that we're working on. So I'm going to formulate the question, what is Pinch of Yum's current email strategy as kind of a general overarching question. And then I will click to have you start answering it and throw that your way.

Perfect. Yeah. So for some background, we just recently made a switch in email providers, which also kind of instigated a refresh on our strategy. And so what we were doing before was pretty stagnant. So like, we. Our main strategy was if you go to Pinch of Yum, you'll see a banner at the top that says, click here to download our top 25 recipes. And so you click to, you put in your. Sorry, not click to, you put in your email, and then you receive it via email. And you get like three. You would get like three supportive emails that are like, here's our favorite snacks.

And.

Which is great. It was a great way to start. But what we've done now is switching to ConvertKit and we work with Ali, who I think is a food blogger, pro, expert maybe, but she's just wonderful. She's so great. And so she has been a huge help in kind of revamping that. And so we made the switch to ConvertKit and with that we created just so much more robust email sequence. So when someone is signing up on Pinch of Yum, they aren't just getting an ebook, they're getting like an entire series of emails talking about our most popular recipes, our favorite recipes, our favorite tools in the kitchen, our favorite meal prep tools or recipes that we use. It's just kind of taking the best of Pinch of Yum and putting it into an email series. So it welcomes them to Pinch of Yum and kind of introduces us and then leads them into another sequence that is, it's called a nurture sequence. So it's kind of nurturing them and giving them content that they're looking for. And. And then even creating like a preference sequence where if they're new to cooking, they get another set of emails to kind of introd them to cooking and give them some tips and tricks. So it's just a lot more robust. So that's kind of. Our main strategy is kind of funneling people in through that so they can receive our recipes whenever they republish and get that. But we are focusing now more on kind of like niche sequences. And so one of them. For example, last year with our first year doing this for Sugar Free January, it wasn't our first year doing Sugar Free January, but we changed the sign up to be email based. So it used to be you click a link and you automatically get everything you need. But now when you click the link, you put in your email and you receive the Sugar Free January materials and then you get an email sequence that's like, who's your sugar free buddy? Who are you going to do this with? Forward this to whatever friend you want to do the challenge with. And then also just like some meal prep tools and just kind of giving just more like meat to it rather than just downloading a file. And that also is just kind of continuing to funnel people into Pinch of Yum content and receiving our recipes and getting what they need from us. So that's kind of our big strategy now is just like offering more via email to our readers.

So it's, I think it's a great way, I use the analogy to like music or bands or songwriters a lot. But as you build your content catalog, you have some kind of hit songs that come up your really popular blog posts. And before we would just hope that people would stumble across those by searching or Pinterest. But now kind of like a Spotify playlist, if you pull it up and you look and it's like the top five songs, if I ever see a new artist, I'm always going straight to those songs. For pitch of yam, we're thinking about how can we have kind of a version of that? How do we get people as quickly as possible to the best content? And one of the ways you can do that is through email. And you and Allie have done such a great job building that out. So if you want to, for those watching kind of experiment, see what that's like, seeing how we're doing that, you can sign up and go until you get enough value and then you can unsubscribe or just stay subscribed forever. But I thought it'd be good to update on that and then also to mention Alexa said this as well, but Ali's actually going to be on the Q and A next month to talk about email sequences, nurture sequences, and to go through that. So Jen, is there anything else on your end that you'd want to talk through or any encouragements you'd give to people as they head into quarter four? And then I know that you're occasionally jumping into the forums as well so people could connect with you there?

Yeah, I think the last thing I would just say is one of our goals at Pentib Yum is to kind of help solve people's problems. Like, that sounds really simple, but, like, what do readers need right now and how can we solve that for them as far as food and cooking goes? And so I would just be mindful of that for your own readers especially, like, there will never be a Q4 like this where, like, nobody knows if they'll be gathering in a big group for Thanksgiving. Or like, for example, one of our posts in November, we're working with a brand and creating like a small sheet pan Thanksgiving recipe because some people might be spending it at home with just their immediate family or just them, or just them and their partner, or you just, you never know kind of what people are walking through in this season. And so I think just being mindful of that and like creating just content that is practical for them but also kind of fun because I feel like this could be a hard season for a lot of people. And so the cool thing about working in food is that's like a huge part of joy for this time of year is that. And so I think beyond just like rankings and SEO, like just thinking about, like, what, what do people need right now and what's practical for them and what could kind of make them happy in these weird times of Q4 Covid times.

So totally. It's. I think it's one of the great things that exist for us as creators, as publishers, as people who are putting things into the world is we are able to put good things into the world. Not just like, it's not like good things, quality content, but things that help people and make their lives better. Even if it's one person, even if it's a small thing, it's a gift to be able to do that. And even if you're early on, even if you're in the beginning stages, there are still people who are coming to your site, whether it's family, friends, people who are connected to you. It's one of the great sources of income. It's not monetary income, but it's relational income, it's emotional income, it's impact income, and all of those things. We should be aware of those. And it's hard to quantify, but they exist for sure. And I love that you brought that up. I would be interested here as we wrap up for those who are, who are turning in Live as a sign off. What was one thing that you had as kind of a takeaway, something you learned? Maybe it was a new perspective. Maybe it was a new, like, idea that you had. Maybe it's an inspiration. Anything that you took away or that you're excited to think about moving forward here would be interested to hear from anybody who's tuning in live. I know for me it's this constant reminder of the gift that we have as creators and having a voice and connecting with people. Kind of to your last point there, Jenna, as always, if you have additional questions, please jump into the forum. Let us know. We're here to help. That's why we exist in this world, is to help creators like this group of people get a little bit better every day. And that's why Food Blogger Pro is here. Anything else on your end, Jenna, that you want to touch base on or.

Thanks.

Thanks so much.

Yeah, thanks for. Yeah, thanks for having me. And if you. Yeah, if you have anyone has any additional questions, I'm also in the forum and Alexa and Leslie can ping me that one of you has question.

So awesome. Cool. Thanks for coming on, Jen. I really appreciate it. And thanks everybody for tuning in. We will catch you around. See ya. That's a wrap for this episode. This Q and a about Q4. A lot of cues going on here with Jenna Arnd from Pinch of Yum. Great conversation and a great person. So thank you to Jenna for sharing and thank you to you for listening to this podcast, for following along. Feel free to subscribe if you haven't yet. If you're curious about who we are, what we're about, you can go to foodbloggerpro.com the best way to learn a little bit more is just to put in your name and email address in those two fields. When you go to foodbloggerpro.com, the homepage that'll sign you up for an email list. It doesn't sign you up for foodblogger Pro, but it's kind of like a informational email list. So we'll talk a little bit about FoodBlocker Pro, what we're about, but also talk about some ways that you can think about leveling up your site. And right away what you'll find is you'll be able to say, like, here's where I'm at. Like, I'm just starting. Or I've been doing this for a little bit, but I want to get some traction. Or I've been doing this for a really long time and I want to get even better. We do some of that filtering with the email so you can self select and say, here's where I'm at. And we'll talk to you at that point where you are. We're not going to if you've been doing this for a long time, we're not going to pretend that you're just starting out. And if you're just starting out, we're not going to pretend like you've been doing it for a long time. So you can check that out if you want to learn a little bit more. Again, that's just FoodBloggerPro.com thanks for tuning in to this episode. I hope that it helped you get a tiny bit better. That is our goal, getting a tiny bit better every day forever. And that's why we do this podcast. All right, that's it. Signing off, Bjork Ostrom for the Food Blogger Pro podcast. Make it a great week. Thanks, Sam.