So, it’s nearly January 1, the day we make our annual vow that this is definitely the year we get our shit together.
Before Christmas, I wrote about why productivity advice can be tricky for creative people.
And yesterday, I wrote about what I consider the most powerful tool to improve your creative output — a robust set of creative processes.
But it doesn’t matter at all how productive you are — if you aren’t working on the right things.
And if you are focused on the right things, you can afford to be a lot lazier. (Or you could always explore that thing called Having a Life. It’s good.)
That’s where our friend strategy comes into play.
Now, since no one is reading this (after all, it’s the week between Christmas and New Year’s, which Copyblogger is officially taking off), I can share a secret with you: We’re going to be talking a lot about strategy in 2018.
The kind of advanced content strategy that makes people use words like gangster and rock star and wow you just doubled your rates.
But advanced content strategy needs to be built on a simple foundation.
The most important thing to understand about content is that no single piece of content is going to meet all of your goals for you.
No one piece of content can attract an audience, engage their interest, deepen their trust, inform them about everything they need to know to do business with you, ask for the sale, address the objections, and nurture the ongoing relationship.
Content strategy is a constellation
Even a wonderful piece of content is a single star in the sky. It’s strategy that connects disparate stars to form something with shape and meaning.
Again, since it’s just you and me here, I can let you in on a secret: Our ultra comprehensive content marketing library is going to be shape-shifting next year. It will be more streamlined, more targeted, more bite-sized.
It will solve the problem you need, when you need it, without boiling the ocean.
But you’re reading Copyblogger when it’s not even officially publishing. You’re apparently what my Canadian friends call a keener.
Keeners thrive on that kind of dense resource.
So if you want the in-depth, super meaty version of how content strategy works, get yourself into the content library and grab Brian Clark’s collection of strategy ebooks. They’ll give you that solid foundation for how the dots connect together.
Not everyone likes submerging themselves in a book to solve a problem
I do, but plenty of people don’t.
So very soon, we’ve got a resource that will help with that.
It’s called Creative Foundations. Unless we come up with some sexier name, like The Unicorn Collective, or Lucile.
It’s going to help you:
- Develop your own productivity best practices so you can get more done
- Design smart creative processes so you can get the most out of your creative time, and
- Master the foundational content strategy that the more “advanced” stuff all rests on.
But right now the Copyblogger team are chilling the champagne and crowdsourcing the confetti for New Year’s Eve. So you’ll have to be a little more patient.
Stay tuned, and we’ll let you know how you can get in on it.
(Spoiler alert — since it’s just you and me. The price is going to be very budget-friendly. That’s why we’re not doing a mega launch for it, and why I’m talking to you about it during the absolute deadest time of the year for content readership.)
OK, now I really am going to go take a couple of days off, so this is my last post for a few days. But keep an eye out for notification on that Creative Foundations project. I think you might dig it.
Have a great New Year’s Eve. 🙂
Reader Comments (13)
Gregory A Lynn says
I, for one, cannot wait for Lucille.
Sonia Simone says
She’s a temptress, that one …
Hashim Warren says
Creative Foundations – looking forward to it!
Ahmad Imran says
Strategies are important, I love them and I feel the need to implement them in my blogging. The trouble is that unless they are streamlined and defined in scope, there is just too much to handle for new and intermediate bloggers.
I am sure Copyblogger’s resource will be designed for easy consumption and usefulness. Will look forward to your 2018 strategies and how we can benefit from them.
Have a great festive break, best wishes.
Sonia Simone says
True, Ahmad — strategy needs to happen in layers. The ninja stuff will be happening later in the year. 🙂
Ryan Biddulph says
I have seen this concept in play recently with my blog. Love the idea of a content constellation. It just makes sense, right? Putting out helpful content rocks but doing so with a strategy in mind draws everything together. In essence, this is what Google wants; a steady volume of excellent, high quality links into your blog, through your guest posting, genuine blog commenting, and effective forum postings. In addition to some sweet social signals, which you tend to generate when you generously promote top bloggers in your niche.
For the heck of it – since I care little about metrics or search traffic – I have googled “blogging” recently and went a few pages deep. Turns out my blog ranks about halfway down on page 4 of Google for this competitive keyword.
I do not focus on SEO much at all. I didn’t care a fig about SEO for most of my online career, until a few years back when I Yoasted my post before going live. But even then, never did a second’s worth of keyword research. Not one bit. Yet I am moving higher on the most competitive keyword in the blogging niche.
My content constellation is the basis for this flippant yet somewhat effective search approach.
For me, guest posting on top blogging themed blogs like Blogging Tips, Blogging Pro, Basic Blog Tips, Mostly Blogging and Build Your Own Blog, regularly publishing posts on these authority sites, sent a signal to Google. Nailing down backlinks from these authority blogs to mine – which is also in the blogging tips niche – definitely played a large part in my improved SEO game. But it wasn’t just publishing a guest post and running. I have written and published 440 guest posts on Blogging Tips alone, creating a serious content constellation on that site, and when you toss in the high volume of guesties I have placed on those other authority blogs, plus a hefty volume of guesties on other sites, plus my blog posts on Blogging From Paradise, and you can see how connecting the dots has helped me.
Again; as noted, ya gotta do it strategically guys.
For a little bit it felt good to submit guesties on any old blog. I followed my intuition and had fun with it but noted a little drop in my DA, which made perfect sense. For now, I am back to a more strategic approach of guest posting only on those rocking blogging sites to do things from a clear, intelligent energy, and to allow my star to shine a little bit brighter to help folks who wish to build successful blogs.
Put a little bit of thought into your campaign, guys. Buy the sensational products Copy Blogger has to offer. Follow top bloggers. If someone seems incredibly generous with their time and talents, and has been rocking it out, make a beeline for their blogs, promote them, comment genuinely on their blogs and connect with them. These stars will help you strategically connect the dots with your content constellation, inspiring you to shine brightly through an intelligent approach, too.
Thanks for the rocking share Sonia.
Happy New Year!
Looking forward to what’s next for 2018!
Sonia Simone says
Thanks, Clara. 🙂
Elizabeth McGlone says
Most people find this difficult because they assume there’s a rule saying that you can’t go outside the square formed by the dots. Once a person realizes that they can, it’s just a matter of time until they work out how to do it. As such, it’s not “difficult” at all, it’s just a matter of finding out what the actual rules are–as opposed to what you assume they are.
Can you elaborate how much different its going to be this year from last year? Happy New Year and good luck to everyone’s businesses!
Sonia Simone says
If I knew that I would definitely be buying stocks. 🙂
Randy Cox says
One of the greatest opening sentences I can recall reading in a long time. LOL.
Lori Tian Sailiata says
“We’re going to be talking a lot about strategy in 2018.”
Oooh, I love it when you talk strategy to me…almost as much as I love craft talk. I’ll take holiday helpings of both, please.
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