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Why We Started Treating Blog Posts Like Campaigns (and You Can Too!)


It’s easy to get stuck on the hamster wheel that is publishing three blog posts a week because that’s what we’ve always done.

At Unbounce, we still fall into the trap of publishing more versus publishing better, even though we know that one 10x post is always better than three mediocre posts.

However, as our team has grown, we’ve had the opportunity to step away from the hamster wheel to consider the most efficient and enjoyable way to spend our time while also providing value to our readers.

One such thing we’re experimenting with is treating specific blog posts like mini campaigns. That is, in addition to simply publishing well-written content, we’re also setting goals, implementing strategy and reporting on ROI. It’s something Joanna Wiebe touched on in her UFX talk.

On the verge of total content production burnout, Joanna and the team at Copyhackers changed the way they looked at, and thus produced, content.

They cut back their content production to just one epic post per month based on the hypothesis that if they made each post so valuable, so 10x, readers would be delighted to share their email address.

Turns out, they were right. According to Joanna,

We actually also got business growth out of it. We doubled the number of freelance copywriters on our list… and we sold out the next two Masterminds.

The blog team at Unbounce took a similar approach with this post by Aaron Orendorff.

Clinton vs. Trump presidential tear down post
In this epic post, Aaron and 18 marketing experts critique each candidate’s home page and donation funnel, offering A/B testing inspiration for campaign managers and curious marketers alike.

Before I get into the how, let me give you a quick recap of the results of the presidential post:

  • 7,536 unique page views, 4,513 new users and 99 new subscribers in first 30 days
  • 6,000+ social shares
  • Ranking first in Google for “presidential marketing campaigns” and “presidential marketing”

Not only that, but the post was trending on Inbound.org and was mentioned in this Inc. and this Huffington Post piece.

So how’d we do it?

Well, it all started with a casual Slack convo:

Slack conversation

Once we got a completed pitch from Aaron, it was clear to us that this post had potential to go, well, viral. But not if we didn’t do a little strategy to go along with it, starting with a detailed pitch…

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If you’re not sure if your post is a good candidate for a content campaign, ask yourself the following questions:

  • Is it timely? Does it have newsjacking potential? Are people already talking about the topic?
  • Is it unique? Does it offer a fresh perspective on a familiar subject?
  • Does it have potential to rank in search engines? (This should require a little keyword research, but we’ll get to the how later.)
  • Are there other people invested in its success? Does it contain original quotes from industry experts? Does the author have a sizeable network?

All clear? Word. Now it’s time to strategize.

Phase I: Determine the goal of the post

Campaign posts require a lot more effort than a standard “3 Easy Ways to X” post does, so it’s important to determine a goal for the post, so that you can measure whether or not it was worth the additional effort.

We’ll usually go with one of three options: leads (four-field form), subscribers (email only) or new users (traffic).

In the case of the Clinton vs. Trump post, our primary goal was new users. Because we were leveraging a trending topic, our suspicion was that the post would have great reach, but that the people reading it may be cold to Unbounce and therefore hesitant to hand over their lead info. Thus, this was a true TOFU post, focused on driving new eyes — and ideally prospects — to the blog.

As a baseline, we usually get between 500 and 800 new users on any given post. However, as I mentioned in the bullet points above, this post brought us over 4,500 new users in its first 30 days. Not too shabby, amirite?

Our completely non-partisan happy dance. Image via Giphy.

Now, if you checked out the post, you may have noticed a few CTAs throughout, and even an exit overlay — all with separate goals!

While it’s not always viable or even smart to have a multiple goals, we decided on a secondary subscriber goal for two reasons: (1) the post was long (6,000 words), so we offered a PDF of the post in exchange for an email address and (2) we wanted to give new users who loved our content an opportunity to sign up for blog updates.

In total, we received 175 CTA submissions, 99 of which were brand new subscribers. If subscribers had been our primary goal, this number would have been disappointing. But since new users – that is, brand awareness – was our goal, these 99 subscribers were the cherries on top.

Phase II: Keyword research and implementation

Content Marketer Helen Arceyut-Frixione took on the challenge of finding the juiciest keywords to rank for.

Taking into consideration searcher intent, Helen worked backwards to figure out (a) what might someone learn from the post and (b) what might someone search to find a post like this. Helen explains:

Although the post talks about sales funnels, that’s not what it’s really about. And I would be surprised if Google showed me this post after searching for “sales funnel.” However, if I search presidential marketing (and its variations), landing on this post makes total sense.

Once she had “presidential marketing” and a few other new keywords in mind, she was ready to verify their relevancy.

First Helen used Google Adwords Keyword Planner to get a pulse on monthly search volume. However, because the Keyword Planner only takes into account paid search, she then moved onto MOZ, which allows her to see where the organic opportunities are. She narrowed it down to a few potential keywords, which were then reviewed by our resident SEO expert Cody Campbell.

In the end, we focused our efforts primarily on “presidential marketing campaign.” As you can see below, our efforts paid off.

presidential marketing campaigns google search
You know you’re doing something right when you’re ranking higher than Forbes.

Phase III: Loop in influencers

A key part of this post’s success can be credited to the people involved: firstly, Unbounce Official Contributor Aaron Orendorff and secondly, the 18 influential experts who analyzed on each step of the candidates’ online donation funnels.

As a successful freelance content strategist and producer, Aaron is no stranger to writing high-performing pieces. Several of his highest performing posts have also leveraged trending topics, like this Entrepreneur piece, titled “The Mindy Kaling Guide to Entrepreneurial Domination.”

So with the right writer (right righter? write righter?) assigned to the piece, Aaron set out on a seemingly impossible mission: to wrangle 18 professional CROs, copywriters and content producers into submitting their critique on a tight deadline. I asked Aaron how he did it:

Wrangling 18 of the best conversion-rate optimizers wasn’t easy. But a few tricks helped get their contributions.

First, I had buy-in from Kyle Rush from the jump — Clinton’s Deputy CTO — so attaching his name gave the piece immediate authority.

Second, the topic itself was killer; having something original for them to write about piqued their interest.

Third, I got granular. Instead of asking for “general” teardowns on each candidate’s site, I gave each contributor a specific section of one site to critique: (1) pop-up, (2) homepage or (3) donation page. Once they agreed, I created separate Google Docs for each section and gave them direct access to write up their notes.

Despite its challenges, getting 18 influential marketers to weigh in on this post was hugely impactful, because they too were invested in the success of the piece and thus shared it on their own social networks.

Andy Crestodina tweet
Neil Patel tweet
Both Andy Crestodina and Neil Patel have sizeable Twitter followings: ~18,000 and a staggering ~214,000, respectively.

Phase IV: Create custom blog assets

At Unbounce, we use Shutterstock for the majority of our feature blog images. Actually, until quite recently we didn’t even use Shutterstock — instead we used free images from various sources (if you use free images, check out this bomb-ass resource).

However, in this case we looped in our designers to give it the ol’ blowout treatment. Not only did they produce a striking feature image, they also made an exit overlay with the same design.

Exit overlay on presidential post

Exit overlays and popups in general are a touchy subject, because they can be abrupt. So when we use them, we try to do it in a way that is both value-added and delightful. In this case, we’ve added value by giving time-constrained readers an opportunity to read the post at their leisure. As for delight, well, did you see the button copy?

exit overlay tweet

Phase V: Distribution (social and otherwise)

The final key piece in your blog post campaign is distribution. I mean, why put all that work into the post if people aren’t going to read it?

Aaron took a lot off our hands by contacting each contributor to let them know the post was live; step one, leverage influencers: check!

I also met with Community Strategist Hayley Mullen to ensure we were were covered on the social front.

Of course, #election2016, #Trump and #Clinton were trending; however, Hayley opted to use those hashtags sparingly, since most people searching them out wouldn’t be looking for a post about conversion rate optimization. Again — as in the case with keyword selection — we took searcher intent into consideration.

Instead, she split her efforts between presidential-esque hashtags and marketing-type hashtags, including #CRO and, well, #Marketing. I asked Hayley about her strategy:

We had to strike a balance between taking advantage of the election hype — without making a statement — and staying relevant. So I targeted broad, uncontroversial audiences in both politics and marketing to cast a wide net on both sides. As tempting as it was to dive into the more fervorous political communities, it would have been a gimmicky move that wasn’t true to the nature of the post.

One last thing we did, in an effort to get as much juice as possible out of this post, was to share it with our team and ask them to share it in their networks.

Internal email Unbounce
Please excuse the overused subject line.

So if you were wondering: No, we are not above just asking people to share something. Because sometimes a little nudge is what we all need.

Takeaways, tips and learnings

So, that’s it, folks. That’s how we approach our blog post mini-campaigns. If you’d like to give it a go yourself (and I highly suggest you do!) here’s the advice I can offer:

  1. Be in “the know.” Keep an eye out and and ear to the ground for trending topics you can put your own unique spin on.
  2. Establish a goal for your post. Is it leads? Is it traffic? Whatever the case, figure that out early so you can measure whether post was a success or not.
  3. Think about searcher intent — and do it in both the keyword research and distribution phase. You want people to find your post, but you want the people who find the post to also stay on it, maybe even share it, because it’s relevant to them.
  4. Involve influencers. Okay, so getting 18 well-known experts in your field might not be doable every time, but asking a few notable peeps for original quotes can go a long way. This gives them buy-in to share when the post is live, and you’re doing them a solid by boosting their professional clout.
  5. Consider custom images. Stock photos have gotten so much better over the years, but they don’t always cut the mustard when you’re championing a piece with viral potential. If you have access to a designer — or have some design chops of your own — consider creating a memorable custom image that you’d like to see in your own social media feeds.

Have any of your own tips for making your content work harder for you? I’d love to hear them, so drop me a line in the comments.

About Amy Wood
Amy Wood is a writer and editor at Unbounce. She previously worked as an editor at a nationally published health and wellness magazine, where she learned about the benefits of vitamin D and em-dashes. She enjoys eating tacos, reading graphic novels and binge-watching tv series on Netflix. But mostly eating tacos. Find her on Twitter: @phoenixorflame
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  1. Stephen de Jager

    Absolutely brilliant!!

    Thanks for such a great post Amy. The team at Unbounce never cease or fail to impress me with the insight you lend to the industry and the invaluable information that you share.

    Thanks guys!

    • Amy Wood

      Stephen, you are too kind! I’m glad you found some value in this post. Would love to hear about how you implement it in your own content strategy :)

  2. Johannes von Westphalen

    That was a fantastic piece of writing! thank you for dissecting and breaking down the strategies used in a successful blog post! Some really helpful knowledge I am taking away from this. Keep it coming!

  3. Marina Howell

    Hi Amy!

    Great post, and congrats to Aaron for all the content success! One question I have – how are you defining blog post “campaign” in this sense? In our marketing, we define “campaign” as a series of multi-faceted outreaches on the same topic (blogs, whitepapers, emails, etc).

    How can a single post be a mini blog campaign? I would love to broaden my horizons about this increasingly popular buzzword!

    • Amy Wood

      Thanks for reading, Marina, and great question! I guess what I mean by blog post campaign, is crafting a complete strategy around a single blog post. Of course we consider SEO and distribution whenever we publish a new post, but with this post we really put it through the ringer, like we would any other small-scale campaign. We built out a comprehensive strategy; we leveraged multiple channels of distribution including email, social and paid (yes, we even put a little PPC budget behind this one); and we diligently tracked results and measured ROI. I hope this clarifies things, and thanks again for your thoughtful response!

  4. John Hornbeck

    Great input Amy. I’ll only comment quickly on the use of custom images. It’s interesting the degree to which I see the same stock photo images used over and over. A well executed custom image can add that extra punch.

  5. Shamaila Zahid

    I totally agree with the concept of producing less but better quality content. Great tips, looking forward to incorporating them in my company’s content creation plan.

  6. Ravi Chahar

    Hey Amy,

    This is interesting.

    Treating the blog posts as campaigns can boost the traffic. It’s an another level of blog promotion.
    Glad to know about it. Thanks for sharing with us.

  7. Aaron Orendorff

    O M to the G … this is the MOST flattered I’ve ever been online! Wow.

    Thank you. Thank you. Thank you! Not just for all the work and help with the original piece but pulling back the curtains on EVERYTHING here.

    Maybe it’s too soon … but THIS is what I wanna talk about at Unbounce CTA 2017!

    Can a brother get a (speaker’s) invite.


    But seriously, that was a labor of love post and easily the biggest thing I’ll write in 2016 … unless that “other” article I whispered about on Slack goes through. Fingers still crossed, Amy. You better be as good of luck as you claim to be!

    • Chris Goward

      Great work, Aaron! And thanks for inviting me to contribute to it. I’m looking forward to the next one already :)

    • Amy Wood

      LOL Aaron! You rocked it so hard at CTA Conf 2016 so I know I’d personally love to see you there next year.

      I can’t wait to see what epic piece we work on together in 2017!

  8. jhon

    Campaigns are good ways to promote blog in terms of traffic source, it would be nice explanation, thanks

  9. Tom

    Awesome read, thank you for this. Loved the ‘behind the scenes’-insights.

    • Amy Wood

      Awesome, Tom! Thanks so much for reading, and keep an eye out for more posts like this. We’re super committed to sharing our successes (and failures!).

  10. Nick Raineri

    It’s an interesting and effective idea to treat each post like a mini campaign. Blogging is a vital part of any content marketing strategy, and it’s important to be concise and do it right. Follow the tips in this article and you will be creating your own effective blog posts. Great article Amy!

  11. C Matic

    Thanks for the clever post. This article is an example of quality content. Informative and current…you’re a talented writer!

  12. Stephanie Richard

    Such an amazing post Amy! Really worth reading.
    The best part is that you just don’t have write tips but have shown it throughout the post with your quality content.
    Great job.

    • Amy Wood

      Thanks, Stephanie — I’m so glad you found value in this post :)

  13. Velma

    Great article!! I have a problem though where my custom campaign report is showing traffic to urls that I haven’t appended the utm codes??

  14. Ataul Ghani

    Awesome man, thank you so much for sharing this valued things. I really appreciate it.

  15. selenium online training

    good article to know about blog posts like campaigns thank you for this… :)

  16. Abiya

    I Think you got the campaign tools and what I do this campaign growth? We have approach the blogs post in mini campaign for the highly suggest do you content marketing.

  17. Air Covererd Yarn

    Thank you so much for sharing this valued things. I really appreciate it.

  18. Tauseef Alam

    Hi Amy,

    Such an awesome piece of content. Produce less but produce epic content and promote it with your full potential. I really liked the strategy.

    I will start implementing it on my blog.

    Tauseef Alam

  19. Danny Brown

    Hi Amy, great example and dissection, cheers! I’m curious – can you break down the effectiveness of each tactic? I see the big picture traffic, shares, etc, but really curious about the effectiveness of each.

    For example, how much traffic did the “influencers” drive, and who was most effective? It’s great getting folks who are “influential” on social, but how relevant was the content to their followers? Given, this example may not be the best to check, since it’s something you’d hope everyone has an interest in – but it’d be interesting to get the breakdown of the individual tactical results.


  20. Summit Protocol Digital Marketing

    What an insightful post. I love how you’ve broken it down into the phases to help readers dissect the campaign so they understand how to apply it to create their own premium content. This is now on my favorites. Great stuff.

  21. Cristina Silva

    Such a interesting blog, i am really enjoyed it, Thanx for sharing this blog.

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