In this post, I’m going to present an example of a blog campaign we did called 30 Days to a Great Career. It proved to be a great campaign for community engagement and content marketing. While we focused on career, a similar campaign can be run on any area relevant to your business.
The campaign
On every day of the month we posted a new career tip on our blog – 30 posts in total. Now, that’s quite a bit of writing, but luckily we work with a team of bloggers, all of whom are members of the Australian Businesswomen’s Network. We wrote to the herBusiness bloggers to say: “The focus for this campaign is going to be career. So who would like to write a blog post for the campaign, and about what would you like to write about?” We ended up with submissions on topics about resumés, self-promotion, negotiation, transitioning from old jobs, etc. Then we establish what we felt were the best topics to move forward with and then allocated them to different bloggers and provided a schedule of which posts were due, when.
How to make this work for you
You may be thinking, “Well, I don’t have a team of bloggers.” But that’s beside the point. If you set your time-limited blog promotion ahead of time, you can plan out the content creation in advance and make sure it’s all ready for the promotion.
Integrated activities across social platforms
We also broke down our 30 Days to a Great Career campaign schedule into different social media platforms. For instance, we would create a little calendar for our weekly activities, and we would fill it in and say, “Well, on the first week we’re going to do ‘XYZ’ in Facebook, in Twitter, on our blog, etc.” This allowed us to continue the campaign over the whole month without becoming overwhelmed by it.
The results
The herCareer campaign saw our web stats jump considerably during the month of the campaign. Each day, those interested in the topic had access to fresh content to help them advance their career. Additionally, each post has been compiled into an eBook, which will be published and used as a lead generator for other activity. So, the content will be repurposed to reach more people and to give those contributors (the bloggers) more exposure to our community. We have run this sort of time- based campaign with other topics such as:
- Beyond the City –where we shared tips for women in regional and rural Australia
- Business Makeover Month – which featured daily tips for making over your business
- StartUp Month – a 30-day series of posts aimed at those new to business
What campaign would work for your business?
