12 social media questions  and insights with the curly marketer

12 social media questions and insights with the curly marketer

Back in March 2018, I was thrilled to be asked to be part of the We are Social Media podcast.  The title of the piece would be 12 social media questions and insights with the curly marketer.

WEARSM is one of the world’s leading independent sources of digital marketing news and insight, covering social media marketing, the connected lifestyle, and a lot in between.

The segment I was involved in was their 12 questions regarding social media with a guest (MOI).

Really enjoyed the experience speaking with Linleigh Master who is an absolute pro, and a big thank you to Andrew Pickering and Peter Gartland from Atomic for recommending me to be on the show.

Anyway, to hear my words of wisdom and views on just click here. Let me know what you think in the comments below and if you want to know more about me click here

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in Social Media, 0 comments
Do you need to use email marketing for your business?

Do you need to use email marketing for your business?

The simple answer is yes. With all the exciting developments in digital communications and social media, it is very easy to forget about other channels such as email marketing for your business and the potent communication option it can present.

I don’t believe email marketing is dead.  In fact, as a communication tool, it should still be very much part of the communication strategy for every business.

Just consider some of these key facts when it comes to email marketing:

  1. In 2017 global email users amounted to 3.7 billion users.  By 2022 this figure is expected to rise to 4.3 billion (Statista )
  2. By 2022 it is expected that over 333 billion emails will be sent daily by 2022 (Statista)
  3. Based on research from the DMA in the UK. For every £1.oo spent on email marketing, the average return is £32.28 (DMA)
  4. Email continues to be a key driver for businesses for both retention and acquisition (Emarsys, 2018 )

Why is email marketing for your business still important?

While social media and the many digital channels continue to evolve, you have to remember that building an audience exclusively on these platforms is unwise.

We have seen numerous changes in the various algorithms used by all the social channels, and no doubt there will be more changes that are going to continue to happen, making you work harder to connect with your audience and have your message seen.  Just think of Facebook and the death of organic reach as the perfect example.

Having email addresses that are captured with full GDPR permission in my view is real gold because now you have that personal connection and message opportunity directly and in your power.

Here are some other key reasons why email marketing for your business is important to not overlook:

Keep in contact with your customers and prospects with email marketing for your business


1 Keep in contact with your customers and prospects

Believe or not, not every one of your customers or target audience is on social media or use social media for a business context.  I know a number of high-level business professionals who are not on Twitter and only use Facebook for personal interaction with close friends.

These people don’t engage with social content but actively read their emails.  For those people that have subscribed to your blog/newsletter, or they are customers who have given you permission to contact them, email is an excellent way to personalise and send a highly relevant and targeted message just to them.


email marketing for your business in a mobile world


2 It’s a mobile world

The world today as we know it is fast moving and we are all staying connected as we are on the move by way of our mobile phones. Based on research 59% of email opens occurred on mobile, 15% on desktop and 28% in a webmail client.

So planning an email campaign around the mobile nature of your audience could reap real rewards if executed and designed correctly.

email marketing for your business is measurable

3 Email marketing is measurable

I think this is a key one.  Proving return on investment in any campaign is critical.  You want to know that what you are doing is working or not and then be able to change, fix or reallocate your budget elsewhere.

With social media, this ROI question has at times been a difficult one to answer, but with an email, you can track delivery rates, open rates, bounce rates and using UTM links that are aligned to goals set up in your google analytics you can start to see exactly how your email campaign is performing.


email marketing for your business is cost effective


4 Email marketing for your business is cost effective

Email is not expensive.  As a small business cost and budgets are important for me. I use the free version of Mail Chimp and this allows me to send 12,000 emails per month to a database of up to 2000 subscribers.  To me, that is super value and even the higher packages are very budget friendly so there is an entry-level price for every business to start email marketing today.

email marketing for your business is great for targeting and personalisation

5 Allows for excellent personalisation and targeting

The effectiveness of any communication is how personal, targeted and relevant the recipient deems the message to be to him or her.  With email marketing for your business not only can you address it to them using their name but depending on how they opted into your list you can tailor the content and messages you email to them.

For example, someone who downloads an FAQ may be looking for some initial answers to questions etc so an email that gives more information, a possible link to demo etc might be more relevant to them based on the stage they are at in the buying process.  Whereas someone who requests a quote or downloads a specific product guide may be further down the decision-making process.  Therefore sending them an email that offers a 14-day free trial might the perfect campaign to send to instigate.

From reading this post I hope you feel more convinced that email marketing for your business is definitely a medium you should not ignore and used either on its own or integrated with social media can really drive some serious results for your business.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you if you would like to read some more email marketing tips check out my post here. 

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in Email, 0 comments
How to share your computer screen easily

How to share your computer screen easily

Have you ever needed to share your computer screen with a client to conduct training or maybe show some reports?

This week I needed to do just that as I had to share my computer screen with a client for some training on Twitter that I was giving.

I needed a free, quick & easy tool, and after a quick search, I came across a tool called screen leap which allows you 1 hour free per day for up to 8 people.

I know there are plenty of these types of screen share tools but my experience with this one was very positive so it is one to try and see how you get on.

As a bonus, I have a second tool for you to look at.

The second tool is for all you WordPress users. It’s a cool plugin to allow you easily install the FaceBook pixel on your site for ad creation purpose if you don’t want to have to paste code etc.

The plugin is called Pixel Caffeine by AdEspresso who is a leader in making Facebook advertising easy.

With this plugin, you can install the Facebook Pixel on your WordPress site in a few minutes so check it out.

Hope you find these tools useful and let me know in the comments how you get on if you decide to use them.

I hope you enjoy this post and please share with your community.   If you want to learn how to craft a proper blogging strategy then read my post here

If you are looking to understand how to create a Digital Marketing Strategy you can get my free ebook by filling in the form below.

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in Tools, 0 comments
How to promote your blog for success

How to promote your blog for success

So you have created an in-depth blog post.  Your headline is on point, the layout is perfect, you have checked the SEO using a plugin like Yoast that I talk about in this article and you have just hit publish.  What’s next?  You must promote your blog for success.

In this video below I go through some key points and do read the full post for more detailed tips.



why you have to promote your blog

Why promote your blog?

In this article where I asked should a business blog, I mentioned that each day upwards of 2 million blog posts are published and that does not include all the other content we are exposed to on social media, TV, press, radio, email etc.

Therefore, you cannot just publish your blog post and hope that someone will see it.

You have to tactical and promote your blog as if it were a mini advertising campaign to increase the chances of exposure.


How to promote your blog for success

How to promote your blog for success

The way I look at a blog post is that it is more than just one article.  A blog gives you the ability to repurpose that piece of content into different mediums to allow you to communicate with your audience in many different forms.

The following list gives you some ideas as to how you can promote your blog and also integrate the benefits of content repurposing on some of the main social channels.


promote your blog with email

1 Email your customers and current subscribers

It seems obvious, but you would be surprised as to how many businesses neglect to tell their current subscribers that they have a new post published.

Once you have followed proper GDPR compliance in capturing a subscribers email address, you should be actioning an email campaign to advise those subscribers who would be the perfect target for your post, that your new blog is live and link to it in the body of the email.

Also, ensure that your email gives your subscribers the ability to share your post on social media by including social media share icons within the email.

I would also suggest to help you from a readership point that apart from having blog subscriber boxes you should consider using a tool called subscribers.

Subscribers will allow you to give website visitors the ability to receive web push notifications from you without having to give you their email address.  While getting an email would be preferred, subscribers will give you the ability to send those visitors who opted in a push notification that your new post is live


promote your blog with social media


2 Social media promotion

If you are on social media (you should be) then you should utilise the power of these channels to promote your post both organically and via paid mediums for those popular posts.

Let’s look at some of the channels and how to promote your post:


promote your blog with twitter

A Twitter

Tweet out an enticing core point taken from your post with a relevant image from your blog and tweet out linking back to your site  To take this a step further you could create multiple tweets from various key points you make in the blog and schedule them to post out at different intervals each day during a specific period.

You could also consider using a scheduler like SmarterQueue that would allow you to put these multiple tweets on a retweet recycle that complies with Twitter rules.

Within your tweet make sure you tag any relevant influencers and authors you quote and do also tweet them directly to advise you have included them in your post.  Doing can be very positive as these people when tagged will like and hopefully retweet your post to their audience, hence giving you more exposure.

I would also suggest that for some blog posts where they may have a relevance for filtering a reader down a sales funnel that you consider making the tweet for such a blog post your pinned tweet for a specific period of time.  I would also suggest that you look at utilising the Twitter header background image to place a blog specific image that supports this pinned tweet to drive people to click the link.


promote your blog with facebook



B Facebook

As with Twitter create an enticing synopsis from your blog and publish it with a relevant image making sure to tag any key influencers and Facebook pages that you mention in your post but do also test at another time putting the entire blog post as a post on Facebook to see if reactions and engagement increase.

Once again be tactical in creating multiple snippet posts but I would suggest testing 3 posts per week so that your Facebook feed does not become bloated and result in your posts cancelling each other out.

As I mentioned above in Twitter have your new blog post as your pinned tweet for the period it is relevant and if the post is part of a bigger sales drive consider changing your Facebook header for a period to visually support the pinned post.

If you are part of any Facebook groups related to your industry consider, if the group rules allow, posting your post in there.

Like Twitter, if you find that a certain post has really resonated consider creating a Facebook ad around the post to drive people back to it on your site.  This could be useful for blog posts that frame a problem and your service provides the solution that you detail in the post.


promote your blog with Linkedin

C Linkedin

Linkedin, especially for Business to Business services is becoming an ever-increasing positive platform to build your brand, grow an audience and sow the seed for future growth.

To promote your blog post you have a few options that I would recommend.  First, create an update post where you craft a piece using some salient key points from your blog, tag any key people or businesses you mention in the blog and attach a relevant image from the post.

Ask for comments from your audience and then post. When you have posted go back in and edit the post and place a link back to your full blog on your video.  This is a tip I got from my friend John Espirian who is fantastic on Linkedin.

The social media channels don’t seem to like content that has links and on Linkedin especially, posts can get downgraded where they are posted initially with a link that takes the reader away from the channel.  Editing the post as described above and placing the link back into the post during an edit seems to get around this issue.

The second option to promote the blog on Linkedin is to create a more in-depth publisher post where you are using Linkedin’s own as I call it blogging platform where your content could get further exposure to a wider audience if it is received well.

Third, create a post based on your Blog and post it into your Linkedin company page if you have one and set it as the pinned post, and fourth create a post with key points and a relevant image and post into any Linkedin groups you are part of.

One final tip is to review your connections, especially those who are a key target audience for you and are not yet a customer.  Using a personal DM why not mail them to advise that you have a new piece of content created about a subject, solution etc that could be of interest to them and include the link back to your site.

This tactic, when done with specific targeting, could open up conversations with certain connections that could lead to new business opportunities.

promote your blog with youtube

D YouTube

If you don’t know already video is a medium that is exploding now.  People crave video and this type of content is something that every business should consider utilising in their strategy.

When you have created a written blog post I would always advise that you should repurpose that post into multiple forms of content (I will touch on this later in this post as to how this helps your blog promotion).  One such form is of course video.

Making a video that visually communicates key points and insights from your blog post allow you to tap into another audience who gravitate to video as opposed to text.

Using a tool like TubeBuddy you can set your video up to be best placed both from keywords and best practice to be found on YouTube and the beauty of creating a video means you can embed the video back into your original blog post on your site as well as post the video as a separate piece of content linking back to your blog on the other channels as well as email the video to your subscribers and customers.


E Instagram

Instagram is growing year on year and for many businesses can be an excellent channel.  For promoting your blog post here I would suggest a few things. Firstly if you decide that you are going to promote the post for a certain period of time consider changing the one link you get in your profile to the blog address on your website.

Second, craft multiple image posts that take core snippets from your blog and post each day based on when your audience is active on the channel.  Ensure in the post copy to use all the relevant # and even though you cannot place a link in the post put a call to action to click the profile link in your bio to find out more etc

Third, create a small 1 min blog synopsis video that can be posted on the Instagram feed and then also using an app called CutStory cut this 1 min video into small 15 second segments and upload it to Instagram stories.

With the growing popularity of IGTV, this presents another channel where you can post a longer video.  Therefore, if you have created a video from your blog for YouTube, why not post this also to IGTV.  The key thing to just remember is IGTV needs videos done in portrait rather than landscape as you would on YouTube.

If you don’t have an existing landscape video and you want to post in IGTV the just shoot the video in portrait from the start.  If you have an existing landscape video you want to use you can upload your video to a site called KapWing and you can crop to be ready for posting on this channel.


3 Contact people who have shared similar content

Do a search on google for your keywords and topic of choice and see what articles and their authors are shown organically.  From reviewing the search results you may find other key contacts who you could reach out to advise that you have written a similar post that they may be interested in reading.

If the quality of your post is good enough and compliments the author you have reached out too they may be open to a guest blog post spot for your post that could be shared with their audience.

You can also use a tool like Buzzsumo to identify the top performing articles around your topic so that you can reach out to the authors about your post but in edition Buzzsumo will show you who has shared this top performing post and also who linked to it so that once again you could contact these people to invite them to review your post and hopefully share it.


4 Online publisher site, Slideshare, Medium and Quora

Another area to consider promoting your blog is joining an online publisher site such as my ezine articles which helps authors connect with potential target audiences based on the content they submit.  You could post your blog on medium to expose it to a completely new community as well create a slide presentation of your blog for posting on Slideshare that once again exposes your content to another new audience.

Quora is a very interesting site that a lot of businesses don’t look at but which can be very powerful for your promoting your blog.  If you don’t know, Quora is a place where people will go to ask questions in the hope someone can provide the answer.  What a great way to promote your blog if you post would provide the perfect answer to a question posed by someone that could start a bigger conversation.


The power of content repurposing to promote your blog

I said at the start of this post that the way I look at a blog post is that it is more than just one article and when you think about it that blog post you have written can be repurposed into so many forms of content which each in themselves can be promoted via the channels and mediums I have advised above.

Here is are a number of pieces of content you should consider creating from your post as part of your blog promotion strategy:

1 Create multiple image tweets each containing one key point or statistic from your blog

2 Create a video short and long form

3 Turn your post into an E-Book for download

4 Create a newsletter from your blog to be emailed to subscribers and customers

5 A tip sheet from the blog

6 Turn your blog into an infographic

7 Create an audio file of your blog for a podcast

8 Create multiple gifs of your blog

9 Turn your blog into a downloadable PDF

10 Slideshare deck

11 Create a webinar

12 If you have a blog series create an online course


As you can see you should always look beyond the fact that your blog is just text.  The information contained within is key so use the many forms of content repurposing to create many pieces of content that can allow you to interact with a wide and diverse audience.

Also, don’t just post and forget about it.  Use some of the tactics here to promote and drive people to your blog for an agreed period of time to maximise your posts reach.

I hope you enjoyed this post and to help you with your blogging check out my post here where I go through how to create a proper blogging strategy.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below. You will be asked to confirm your subscription to my blog but don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer


Posted by Phillip Twyford in Blogging, 0 comments
Why your blog needs SEO!

Why your blog needs SEO!

When you create a new post it is important that you don’t forget the importance of blog SEO.  There is no point in continuing to write content if your posts will never be found online.

Promoting your blog once you have published it is very important but you also need to give your post the ability to be found and this is where blog SEO comes in.

One of the greatest bloggers around is Darren Rowse who founded ProBlogger.com which has become one of the leading resources for bloggers looking for tips and guidance.

I really like how Darren describes SEO as it relates to your blog.  He says ” SEO is the process used to write and structure your blog in such a way as to raise your search engine rankings.  Done right it will increase the chance of more people finding  your blog”

When it comes to your blog never forget that your readers, just as you would do, use a search engine to find content such as blog posts on a certain topic.

Google will use its Googlebot to crawl websites like yours and catalogue each page based on the content and information it finds.  The closer your posts are to what people are searching for, the higher up the ranking your blog posts could go.

This is what blog SEO is all about.  You are optimising your post to get the highest ranking possible based on web searches from people.

In my post How to create a winning blog strategyI mentioned how I use the Yoast SEO plugin to help me get my posts SEO ready.

This is an excellent plugin and very easy to use.  Once you install it the Yoast setup wizard will walk you through the set-up process so that you are ready to start using it on your blog posts quickly.

In the video below I show you how Yoast SEO helps you with your blog SEO.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer



Posted by Phillip Twyford in Blogging, 0 comments
How to make a logo sting for your video easily

How to make a logo sting for your video easily

When making videos you will want to create a nice logo intro or logo sting as it is officially called to break up your video intro rather than going straight into your content.

Starting your video with a question that your target audience would like an answer for, followed by a logo sting, and then your content is a proven way to pull people to watch a little more of your video and is, therefore, best practice when it comes to video

Traditionally in order to create a logo sting, you either needed to have your own effects designer, use a freelancer, become skilled in something like adobe after effects or you could buy a pre-made effect from Envato.  But this still required a knowledge to edit.

The good news is that in this post I am going to show you in a video below an IOS app called IntroMate.  This app comes with a number of pre-made Logo Sting templates that you can amend with your own text etc and in a few minutes, you can have your very own logo intro created.

It is very easy to use and you can have a logo sting for your business ready and in your next video in a matter of minutes so do  check out the video below.


I hope you enjoy this post and please share with your community.  If you struggle with content marketing why not check out this post I wrote where I give you some tips to get your content marketing back on track.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in Social Media Tools, 0 comments
Do you want to know 3 types of video to improve your blog?

Do you want to know 3 types of video to improve your blog?

In my blog post, how to create a winning blogging strategy, I detailed that it was important to ensure that the format of your blog would allow a reader to view the content, especially on mobile.  Using paragraphs and images is great but one definite edition to have is to embed video in your blog.

Do you want to get my free blogging strategy e-book? click the book image below.

Blogging Strategy



Consider these statistics about video consumption

  1. By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic (Source: Small Biz Trends)
  2. YouTube reports mobile video consumption rises 100% every year (Source: Hubspot)
  3. 90% of users say that product videos are helpful in the decision process (Source: Hubspot)
  4. After watching a video, 64% of users are more likely to buy a product online (Source: Hubspot)


As you can see the power and effectiveness of video cannot be ignored and by embedding one into your blog post you greatly increase the chances of increased inbound links and more views on your post.


Embed video in your blog: 3 types to use to improve your post


Blog Video

1 Video of an existing blog post

For existing blog posts and any new posts, you are creating why not make a video detailing the key points you detail in the blog just as I have done above.

This not only helps with the overall look and format of the post, but it allows you to give a reader the choice to consume the content in the manner they like.

Remember that people now read and view material more on their mobile, and some people prefer to read text whereas other people prefer to consume video.

By having a video of your post embedded in the content you ensure you cater to all of your audience’s needs.


How to video

2 How to video

If you are writing a blog post to show your audience how to do something, for example, how to use one of your products.

Consider adding a how-to video that visually shows the reader the steps you have detailed in the blog.

Once again always remember that some people learn better from watching how to do something rather than reading instructions.

Customer testimonial

3 Customer testimonial

If for example, you wanted to write a blog telling your companies story, brand values and what you stand for, why not add a video testimonial from one of your clients.

Having such a video will solidify and strongly support the brand message you are trying to convey in your post.


So, there you have it.   I think you will agree that video is very important and by embedding a relevant video on your post it will elevate the value your audience will place on your content.

I hope you enjoy this post and please share with your community.

If you are looking to understand how to create a Digital Marketing Strategy you can get my free ebook by filling in the form below.

You will be asked to confirm your subscription to my blog but don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer


Posted by Phillip Twyford in Blogging, Video, 0 comments
Do you want to know one tool for your YouTube success?

Do you want to know one tool for your YouTube success?

In the age of short attention spans and the mobile becoming the new TV, a video has become a medium you must have in your business strategy.  So, with this in mind do you want to know one tool for your YouTube success?  The answer is TubeBuddy.




TubeBuddy is a browser extension and the perfect tool to help you manage everything to do with your YouTube channel. It comes with a vast array of functions to help you get the most out of your channel and to ensure your videos are the very best they can be before you publish.

From bulk publishing, video analytics, the ability to create custom thumbnail images as well as giving you a handy pre-publishing video checklist, TubeBuddy is something that I feel every Youtuber should be using.

Two other wonderful things are that it is free and the functionality you get without having to spend any budget is very impressive as it gives you hand checklist of things you need to ensure you have done to make your video the best it can be.

A second handy thing about TubeBuddy is that it also comes as an app so that you can manage your youtube account when on the move via mobile.

So there you have it.  TubeBuddy is a no-brainer if you have a YouTube channel so set it yourself up today.  You won’t regret it.

I hope you enjoy this post and please share with your community.  Would you like to be able to make a simple logo sting for your videos?  Check out my post here where I talk about intromate.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in YouTube, 0 comments
How to drive more visitors to your website?

How to drive more visitors to your website?

So you want to know how to drive more visitors to your website.

I get it.  we all want people to come to our website and hopefully, they will be inspired to subscribe to our blog or download something they find valuable.

In return, you have got their e-mail address in order to communicate with them directly so you can email them that your new blog post is now live etc

However, getting email addresses is a lot trickier these days as a lot of people don’t want to be bombarded with more emails, and are more discerning whom they give their information too.

A nice tool to give your website visitors another option to be notified when you have something new on your site is Subscribers.

Subscribers will allow you to drive more traffic by way of push notifications via your website and it is free.

If you code you can add the supplied code to your site or even easier download the WordPress plugin.

Check it out. It looks very slick & very easy to set up.

I am testing it on my site and it will be interesting to see the results.

I hope you enjoy this post and please share with your community.  If you want a colour of other handy tools and what I think is the best exit intent pop-up read my post here.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer

Posted by Phillip Twyford in Tools, 0 comments
The best exit intent pop up for your business

The best exit intent pop up for your business

I just wanted to share a couple of handy tools that I have started to use. The first is my favourite exit intent pop up.

Exit intent pop up

This is what I believe is the best exit intent pop up for your business that is a WordPress plugin called Poptin.

Now I will be the first to admit that I am not a big fan of pop-ups. I find them annoying and intrusive and I don’t have them on my site except for one.

When someone is about the leave my website I use the exit intent function of Poptin to offer something the leaving visitor may find of interest.

Of all the exit intents I have tested, not only is this free, but it’s very easy to use and you can have an exit intent pop-up set up in minutes integrated with your email provider.


Colour code Tool

My second tool is a site called colour code picker.

This website comes in very handy when you are trying to identify the Pantone and hex colour codes from an image.

For example. If you are bringing an image into Canva & you have to place it on a white background to make it fit. By getting the Pantone of the image colour it will allow you to change the Pantone of the white background to give the appearance that the image was the perfect fit.

I hope you enjoy this post and please share with your community.  If you want to learn about an excellent tool that can drive some new website traffic for you check out my post here.

If you are looking to understand how to create a Digital Marketing Strategy you can get my ebook by filling in the form below and you will be asked to confirm your subscription to my blog.

But don’t worry you can unsubscribe at any time.

Best Wishes

Phillip, The Curly Marketer


Posted by Phillip Twyford in Tools, 0 comments
How to create a winning blogging strategy

How to create a winning blogging strategy

To have success with blogging you can’t just begin writing and then posting content in the hope it will be successful.  To give yourself every chance of success you need to create a blogging strategy.

If you don’t have time to read this full post why not download my e-book by clicking the book image below.Blogging Strategy e-book

Just as you would for your overall marketing campaigns you need to plan out how you propose to use a blog to achieve your objectives whatever they may be.

I don’t believe there is one definitive way to create a strategy for your blogging. Every business is different, but I do think there are some core fundamentals that should form part of it that every business should apply.

Take a look at this video where I discuss this and also read the full post below.


How to create a blogging strategy



1 Objectives

Before you start any blogging activity you need to first set down what it is you want to achieve through blogging.

Do you want to build your brand, drive more traffic to your website, increase your websites page rank, grow sales or maybe it’s a combination of all of these?

So, you need to be clear why you are blogging so that your efforts are focussed on achieving the objectives you have set.



What will your blog about?

2  What will your blog about?

What do you want to talk about and say to your audience that will actually be of interest to them and peak their curiosity?  This is key because if your audience wants helpful advisory content, and you are serving up blog post after blog post of self-serving content your blog will get no reaction that is positive from your audience.

So what can you do?  Well, research for topics is very important and I feel the following should happen.  Talk with some of your key customers to find out the pressing problems they are faced with and the problems that their industry is faced with as a whole.

Look at your own industry research to see what are trends that are appearing and conduct content audits of your competitors content to see what are they posting and commenting about.

When you begin to review what your customers are telling you and what you see going on you should then set up an internal team to brainstorm potential topics and subjects from which you can create blog posts for that are related to your industry.

When you have drilled down and created a list of potential topics now you can conduct some Keyword research to find and ascertain what specific words are people actually searching for on the web.  By conducting this research you can further refine your blog content to maximise the chances of your blog post getting see.

So how do you conduct this Keyword research?  There are a few tools I would suggest you utilise which I will discuss below but for a definitive guide on this area check out this great post from Hubspot 

A      Answer the public

I love this tool and cannot believe it is actually free.  What it allows you to do is post in a keyword etc and it will give you back a wide array of questions based on actual searches on the internet. It is a fantastic tool to use to take a topic and generate 100’s of potential blog topics quickly


B      Google Keyword Planner

This is a free tool from Google and was formerly known as the Google Keyword tool.  It does require you to have a Google Adwords account set up but you don’t have to spend any money to use it.

To get an excellent understanding of how to use this tool check out this excellent article by Brian Deane of Backlinko but for this post let me suggest how to use this with Answer the public.  When you have generated some keyword topics both from your brainstorming and from using Answer the Public, you can put your keyword topic into the planner and do a couple of interesting things.

First, if you put in your keyword it will give you back more options around your keyword that could be potential blog post topics.  A second very valuable thing it will do is give you back the estimated search volume of your chosen keyword.  So, for example, your keyword may have very high search volume but could also be very competitive so trying to get your blog post ranking for that keyword could prove difficult.

Maybe your keyword is deemed to have a low search volume and many people tend to jump to the conclusion that these words are not worth using or looking at.  However, sometimes these low searched keywords can have a tremendous benefit because of the very specific relevance to an industry.  So, while they may not be searched for by the masses if they are searched for by your target audience that is what you want.

To get more insight around this point, read of this excellent post on this topic


Editorial Calendar

3 Create an editorial calendar

So, you have set your objectives you want to achieve with your blog.  You know the topics and key areas you want to write about.  The next stage is to plan out how often you will blog.

This is a very important step because if you decide to blog 5 times a week you have to commit to that otherwise any audience you build will soon become disinterested if you start missing posting deadlines.

You have to be mindful of the fact that there is a time commitment between research and creating the post. Therefore, if you think you can only post once a week plan for that. I always advise better to have quality over quantity.

An excellent way to plan out your posts each week and each month is to create what is known as an editorial calendar.  It can be as simple as an excel spreadsheet and has days and dates listed in the top and the topic for posting listed in the correct date field.  But having a calendar like this helps you plan and be organised to ensure that you are blogging consistently.  Here is a link to some easy to use editorial calendar templates you can use.


Write your blog

4 Write your blog

Now that you know what you want to write about and how often, it is time to start writing the blog.  Now I will be doing a more in-depth post just on this part but here are some key things to note and implement.

A Choose your blog format

There are many different post formats that you can choose from. You have the list post.  So for example 5 ways how a blog helps your business.  This blog post format is very self-explanatory because you are listing options, solutions, facts etc which forms the basis for your post.  Because of the ease of understanding what a reader will get from this post format, it is proven to be very popular.

Another popular format is the How to.  Once again it is very clear what a post that has this in the title is about.  For example, the title of this post is How to create a winning blogging strategy.  So, anyone, like you reading this post, who want to find out how to do this will find this post interesting an one to read.

The list post and the how to post are very popular and I feel are the best post formats to start with when beginning your blogging journey. But as you get more experience you can consider incorporating some of these other types into your calendar:

Checklist or cheat sheet


Expert and/or customer interview

Guest blog post

Breaking news post

Personal story

Case study


How long should your post be

B  How long should your post be?

This question has been argued and debated for a long time.  There are those who advocate 300 to 500 posts and being the sweet spot.  On the flip side, you have people who say 1500 upwards is the only way to go.

Personally, I don’t subscribe to the view that it has to be either or. Depending on what you are writing about at the time and the audience I feel will dictate the length of any given post.

However, what we do know is that Google from an SEO and page rank does prefer more detailed in-depth posts so depending on the topic going more detailed and in-depth than what is currently published is still something you should test.  For an excellent overview on this whole debate, I do urge you to read this post from Abby Olson of Snap which will give you more food for thought.


C Create a great headline

As I mentioned in my post should you blog for business success, I detailed how each and every day upwards of 2 million blog posts are published each day.  That is a huge amount of content and does not include all the social media posts, video and emails that bombard people each day.

The posts that get read are the ones that have a headline to catch the eye and grab a potential readers attention and when you consider that 80% of people never go beyond the headline you can start to see how important crafting one is.

An excellent tool, that is free, that I 100% recommend is the Co-Schedule headline analyser.

What this nifty tool does is it will analyse how impactful your proposed blog post headline is and give you a score based on various word components.  I recommend you only use headlines where you are getting a score of 70 or more as this moves you into the green light rating they use.

Format your blog

D Format your blog

When people start to write their blog they can easily forget that the majority of people will probably be reading it via a mobile device rather than on a laptop or desktop.

Therefore, breaking up your post with the proper use of headlines, sub-headlines, bullet points and paragraphs will be important.

But, nobody wants to see a wall of text either.  So as part of your formatting, you should always in my view be using images to break up your posts.  Sites like Pixabay  and Unsplash  offer excellent free imagery that you can use if you don’t have your own.

To add further engagement consider adding video.  You will see above in this post that I created a video I posted on my Linkedin profile about this topic and embedded the video here.  Doing this allows me to engage those visitors who like to read text, as well as those who prefer video to engage with.

Other excellent items you can add are charts and other research facts you may have pertinent to your industry and target audience that by adding to your post makes it easier for the reader to understand what you have written.


E Optimise your blog post

So, you have written a very detailed post.  You have it formatted nicely and you about to hit publish.  Take the finger off the mouse and move your cursor away from the publish button.

To ensure you give you post the best chance of possibly getting found on the internet you have to optimise it.  Now I will be the first to say that I am not an SEO expert but of all the SEO plugins I have used in WordPress the one I trust 100% is Yoast and I would say to you that this is a must-have plugin for blogging success.

Basically what Yoast does is review your post and it will tell you what is weak and needs to be corrected from an SEO point of view.  At the start of this post, we talked about keywords and their importance.  For optimisation they become critical.

Yoast will ask you to choose a focus keyword that you want your post to rank for.  For this blog post, my keyword is blogging strategy.  So, Yoast will alert me to any areas I need to review.

For example, having your keyword in the opening paragraph of your blog post is deemed essential so if you don’t have it there Yoast will point it out to you.

Another area people fall down is not naming their images with Alt tags or alternative text.  By not doing this Googles web crawlers cannot determine what the image on the page is and hence this can affect a ranking.  By placing an Alt tag on each image you identify for the crawlers what the image is which allows them better understand the full content of your page.

To get a full understanding of this critical area have a read of this great article from Yoast.

Capture emails


F Email capture and social sharing

I am still amazed by the number of blogs I see where for one, there is no ability to subscribe to the blog if I would like to be kept up to date about new posts.  And two, blogs that have no social sharing ability to allow me to share the content to my audience.

From day one you should give people to ability to subscribe to your blog.  Yes be mindful to follow GDPR protocols and transparency for a subscriber but building an email list of people who value your content, promote it for you could become your next customer opportunity.

With social sharing plugins like sumo you allow people to share and give your content visibility to their audiences who in turn could become part of your audience so take every opportunity to make it easier for your content to be seen and shared.



Promote your blog

G Promote your blog

A big mistake many people and companies make when they start blogging is they think that once they publish the post that is the end of the process. However, this is when real work begins.  You have to promote the fact that you have posted something new.

So how do you this?  Well, firstly if you have email subscribers send them an email that you have a new post live and link to the post.  Consider emailing your customers who you feel the post would have the most benefit for.

On social media create multiple tweets that can be scheduled to post out at different times all linking back to the post.  Be very mindful though of the new Twitter rules so read this excellent post so you know how to approach this without violating what Twitter has laid out.

Turn the post into a simple video that you can post on Youtube.  Turn your post into a Linkedin publisher post and also repurpose it into various Linkedin groups.


Build internal links and review old posts

H Build internal links and review old posts

For blogging going forward, it is good practice to constantly review your Google analytics to see what posts are performing well. This may give you an indication as to a topic and style of post that is proving popular that could shape your future posts.

You should also review your content to see does it need to be updated with new information and statistics.

Something that a lot of people forget to do, although if you have the Yoast plugin that I mentioned earlier, you won’t, is link back to previous posts that are related to a new post and visa versa link from an old post to a post that is related.

This is important because it allows a reader easily flow through your blog for a positive experience and it also allows Google when it crawls your site to establish a structure of what your site is about which in turn as a benefit for your SEO.



I hope you will see after reading this post that having a blogging strategy is very important to ensure you can maximise the success of your posts.

If you enjoyed this post please share with your community and if you are looking to understand how to create a Digital Marketing Strategy you can get my free ebook by filling in the form below where you will be asked to confirm your subscription to my blog.

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Best Wishes

Phillip, The Curly Marketer



Posted by Phillip Twyford in Blogging, 0 comments