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12 Steps to Creating Great Content Campaigns




Give people great content and they will give you their time, their attention, their loyalty, even their money. But there’s a catch? It isn’t easy to create great content. For every viral Volvo advert featuring Jean Claude Van Damme doing epic splits across moving trucks, digital platforms are awash with thousands of videos that nobody watches and articles that nobody reads.

Ok so you might not have the budget to pull off this kind of thing, but it doesn’t just come down to money.

The truth is that the majority of content marketing out there is doomed to relative insignificance. Creating great content is just one aspect of creating great content marketing campaigns. There are many more considerations to bear in mind and ignoring any one can mean the difference between failure and success.

Below are our 12 steps to creating epically good content campaigns.

1. Focus your aim

What do you want your content to achieve? Do you want to sell more products, drive traffic to website pages, get likes or retweets, raise awareness of your brand, explain details of a new product or position yourself as a thought leader? You can’t create high performance content without addressing this fundamental question. It helps your campaign stay focused and shapes the types of content that you will create.

2. Be true to your core values

You can’t be something you’re not. Volvo isn’t a sporty car brand. A Stannah Stairlift isn’t a cool home accessory. To create great content, you need to work with the essence of your brand. Are you funny or serious? Important? Well-liked? Expensive? Useful? Isolate this value, cherish it and use it as the foundation of your content.

3. Understand your audience 

It’s critical that you don’t skip this step. A great content campaign isn’t a fire-and-forget broadcast. It needs to be targeted to reach your intended audience and potential customers. But who are they really? To answer this question you have to look beyond the cold demographic data sat in your market research files. Where do they hang out and what platforms do they use? What type of content do they consume the most? Do they read long or short articles, watch YouTube videos or Vines, engage with Facebook discussions or Twitter hashtags? Attention spans these days are low but tolerance for boredom is lower even still. You could have only one chance to hook your intended audience in, so make sure you get it right first time.

4. Think like a publisher 

A great content campaign works in a cycle – entertain your audience, attract new people, keep those people, encourage them to come back for more and stop them from going elsewhere. Don’t trust to chance. Don’t make things up as you go. Think like a publisher and put an effective strategy in place to plan what you will say, how you will say it and where you will publish it.

5. Tap into emotion 

What sets great content apart from ordinary content? Emotion. Great content stirs something primal inside its audience – happiness, sadness, excitement, disbelief, curiosity, wonder, anger, agreement, and so on. Balancing logic and emotion in your marketing, across all your content, is key to both informing the world about your amazing product or service whilst building genuine brand personality. But whilst it’s important to convey the facts about your service or product, if your content doesn’t elicit an emotion, then you’re doing it wrong. Go back to step 3 and try again.

6. Make the right type of content 

Emotion is your hook. Virgin Atlantic’s curated Instagram galleries give viewers an inspirational insider’s view of Tokyo and San Francisco. While Intel’s IQ website spins away from Intel’s processor business to explore the outer edges of tomorrow’s exciting software and technology innovation. Hook your reader with emotion first, encouraging them to seek out more facts and detailed information later.

7. Let other people do the work 

Making great content is hard work. But you don’t need to do it all yourself. Repurpose and recycle existing content into new formats on new platforms. Encourage people to talk about it and share it. If the content is ‘great’ enough, people may even pay to be associated with it.

8. Be more social 

Don’t broadcast. Instead, take part, be genuine and engage with your audience.

9. Create content guidelines (and stick to them) 

Ensure the consistency of your content and your message by creating a set of guidelines that cover tone of voice, design, attitude, use of humour, words you can (and can’t use), spellings and appropriate visuals. The Content Marketing Institute’s blog guidelines, for example, show the type of posts that they are looking and the key elements that those posts need to be accepted (e.g. real-life examples; videos, photos, charts, screenshots and other visual content; specific and actionable recommendations for readers).

10. Plan it out 

Make a content map. Define the type of reader or viewer that you’re hoping to reach and the stage in the sales funnel that the content fits into – e.g. building awareness, creating a deeper interest, helping them to evaluate your product or service, and supporting them after they have committed to you and fulfilled the content goal.

11. Don’t just press publish, shout!! 

Every minute, on average, Google receives over 4 million search queries per minute, 70 hours of video get uploaded to YouTube and Instagram users post over 200,000 new images. Your content won’t stand out unless you shout about it. Spend 10-20% of campaign budget on seeding. Think digital ads, Youtube ads and blog placements, plus blog write-ups, digital PR, retweets and social media outreach.

12. Measure and change

Define how you’ll measure success? Look back at your goals (step 1). What metric matters most to you? Is it views, visitors, retweets, click throughs, an increase in traffic or a reduction in bounce rate? Use appropriate tools (Google Analytics, Hootsuite, etc) to track the performance of each piece of content you create and use the data to assess whether it succeeded or failed in its goal. Did you succeed? Then do more of what works. Fail? Change your approach and try, try again.

This post was written by Jon Mowat, who is a former BBC film maker and now runs British based video production and marketing company, Hurricane Media. You can follow Hurricane on Google+, Twitter or Facebook.

My name is Foxy, and my job is to sniff out the good guest bloggers from the ones who aren't. This post was written by a contributing author to Blogging Tips. If you would like to learn more about becoming a writer (not one-time guest blogging) for, please contact us.

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What Does Your Blogging Network Look Like?



I do nothing on my own.

Everything is a team effort.

As I teach in my blogger networking eBook, the way to increased, ever-expanding blogging success is to look for, grow and tap into a huge, loyal network of blogging friends through the power of generosity. Be generous. Help people. Shout out fellow bloggers. Release expectations. Get super connected. Most of us understand this is how to succeed online; be generous and get connected because 100 is better than 1. 100 friend efforts are far better than your effort alone.

One basic problem arises for most new or struggling bloggers: overcoming the deep fear of networking. For odd reasons, humans cling to pulsating fears concerning reaching out to other human beings. Bloggers fear being rejected, failing, being criticized or giving up credit for their blogging success. Honor that fear. See how far you get on your own steam. Not only that, the agony of micro-managing makes you sick, broke and quite dumb, if you are honest with yourself. How silly of you! Why do everything on your own today? Why not comment genuinely on a few blogs, retweet a few blogger blog posts and mention a few bloggers on your blog? Begin networking. Build a network. Succeed online.

What’s It Look Like?

Be honest, my blogging sweet robbins. What does your network look like? Is it even there? Do you even have a network? Many bloggers publish a post, share it to Twitter and Facebook and sit there, dumbfounded. Do you honestly believe your network just materializes out of thin air? Nope. But if you buy my eBook, follow my 13 steps and build your blogger buddy network by being generous, you can land on famous blogs, earn coin and drive traffic to your blog, too. Everything hinges on your honesty. Admit having only 1, 3 or zero blogging buddies. Truths set you free to network generously and successfully.

How to Grow Your Network

Simple. Be generous. Begin now. Publish a thoughtful, personalized comment below. Be seen. I cannot read all comments but the thousands of people who read blogging tips tend to read comments. Somebody eventually reads your blog comment if you comment genuinely and generously every day on Blogging Tips after reading posts. Someone clicks your link because they love your comment and want to meet you. One visit to your blog later, you may have a blogging buddy, or even a client or customer. Or maybe you have a loyal reader. This is networking 101; be generous, engage people and you build your network.

But do not stop after commenting on Blogging Tips. Branch out. Go wide. Read and comment genuinely on other blogs in your niche. Make more friends. Life gets easier and easier if you have more blogging friends in your corner because these folks inspire you to keep going, plus your friends amplify your presence exponentially.

Be generous and genuine. Reach out to more bloggers every day. Networking is a bit uncomfortable sometimes if you look for immediate returns but gliding through these temporary feelings helps you tap into something special with your blog. Connected bloggers have no issues growing their blogging business because 100 is better than 1. Remember that they next time you try to go lone wolf with your blogging campaign.


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Are You Leveling Up with Your Blog?



Play up.

Every time I reach a new level with my blog, I notice another level invites me. I do not work harder. I never work longer. I love what I do and keep generously helping people but think of how to go wide as I level up. Think of that one for a moment: consider how to go wide, and what it means.

I write and publish multiple posts to my blog. Each post gains views. Going wide. 4 quality posts beats 1 quality post. But I go even wider by writing and publishing multiple guest posts daily. I speak to 2 or 3 or more different blogging audiences, going wider and wider, increasing my exposure and expanding my presence online. But I go even wider as I level up; I contribute on Quora and on the Warrior Forum daily. Leveling up is uncomfortable sometimes but always freeing. Leveling up helps you see greater success versus hitting blogging ceilings.

Be More Generous to Make More Money and to Avoid Lulls

I speak to bloggers who suffer lulls. One client signed up 4 months ago but no clients signed up since. The appearance of a 4 month client drought, or lull, simply indicates a lack of leveling up and a lack of generosity. Even if no clients signed up during your 4 months of leveling up, your eBook sales would triple. Audio book sales would jump, too. Plus you would open 2 new income streams. This just happens. Be generous and blogging will be generous to you.

Being more generous by helping more folks across multiple platforms feels uncomfortable sometimes. Who wants to go wide when doing so means leaving your comfort zone on a daily basis? I love blogging. But I feel uncomfortable writing my third post on a  train ride to Connecticut. I will go super wide when I reach the destination though, publishing a combo of posts and guest posts to level up effectively, reaching more people in less time.

Most Bloggers Never Level Up

Most bloggers write and publish a post to their blog weekly. Struggles ensue because they never level up after publishing weekly for 3-6 months. Be more. Serve people generously. Go wide. Publish blog posts and guest posts more frequently to expand your reach. Increase blogging traffic and profits.

Why do you think most bloggers never make $100 during their careers? Few bloggers regularly level up, playing small to be comfortable, dodging their fears. Of course, their fears manifest as 0 dollars and 6 blog visitors daily for the next 12 months UNTIL they level up, go wide, be generous, leave their comfort zones and face their fears. This is not a fluffy, pleasant process but we all pay a fear tax to level up and to become successful bloggers.

Pay Up to Level Up and to Play Up

Pay up by spending time and generous energy reaching as many people as possible through blogging. Guest post. Publish more frequently to your blog. See increased blogging responsibility as more fun and freedom and service. I enjoy freedom offline because I level up online. I pay up, level up and play up in higher blogging circles because all top bloggers paid the same dues to reach the top. Why do top bloggers hobnob with one another? Top bloggers respect how other top bloggers pay their dues on this blogging journey and connect deeply with one another, co-promoting each other’s success.

The fun and freedom you experience through blogging is well worth the effort and discomfort of leveling up.

If you need a guide for facing blogging fears, grab my blogging mindset eBook on the way out.

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1 Warning About Blog Site Speed and Successful Blogging



I know blogs should be fast loading for becoming a successful blogger.

But successful blogging depends not on site speed alone.

Before you go bananas trying to make your site as fast as possible because you believe you cannot succeed sans a razor sharp, lightning fast loading blog, get this: a handful of bloggers I came across yesterday made $10 grand, $20 grand or $30,000 monthly – or more – running relatively slow-loading sites heavy with ads and images. Far from being lightning fast loaders, the blogs took a while to render on my Chromebook. Why does someone make $30,000 monthly with a kinda slow loading blog? How clear you are on your blog determines how much you succeed with your blog.

My Blog

I feared publishing high volumes of content for worrying the posts would slow down my lightning fast blog. I held back. But hugging the fear of slowing down my blog, I decided to publish more content and experienced greater blogging success. Traffic and profits rose. Even though my blog slowed down a little bit, people did not care. Like the $30,000 a month bloggers, I got clearer on my blog loading more slowly and saw greater success because I hugged the fear of having a slow loader, and proceeded in that direction.

My blog does not load lightning fast and I experience increasing success. But when my blog loaded blindingly fast, I did not see as much success because I stopped posting generously due to my fear of posting too much and slowing down my blog. Do you see how insidious fear is? Do you see why I wrote an entire blogging mindset eBook? Blogging struggle is fear. Blogging success is feeling fear and letting fear go, to blog from abundance, love and trust, being generous with your time and talents.

Slow Blog Big Bucks

I have seen legit slow loading blogs run by bloggers who make hundreds of thousands of dollars every year. The blogger proves: if you let go fear in any area of your blog, success is yours. I betcha these bloggers did not have the fear of a slow loader in their ear; these bloggers have posture, knowing loving readers read their content if said content loads in under 1 second or in 10 seconds. Seriously; some blogs load 10 seconds or longer for me and the bloggers owning these blogs make serious bank and have serious clout online

By all means, speed up your blog. But do not make the common mistake of trying desperately to preserve lightning fast load times at the expense of increased blogging profits, increased blog traffic and stunning success over the long haul. You can always upgrade hosting too; the option is available at any time. But do not foolishly believe blogging success is a simple speed test. I vividly recall feeling proud how fast my blog loaded, publishing 1 post every few days, and seeing my lukewarm to not so hot at all blogging success. I had fun generously increasing my posting frequency, then, voila! My blog slowed down some but my traffic skyrocketed and profits grew fast too.

Never allow someone’s fear – including your own – dictate your blogging campaign direction. Bloggers who make serious coin run some slow-loading blogs. People stick around and read your blog if you fear not it loads slowly. Simple energy thing. But the clarity needs to come from within if you want to make a lasting change and get super clear of this destructive, failing energy.

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