In late May I was approached by the team at SEMrush about hosting a webinar, going into more detail about the CR 25 campaign that I ran in January. I’d already given a talk about it at BrightonSEO, but with only 20 minutes available, I left out a lot of useful information surrounding the ‘content blitz’ campaign, where we published 25 blog posts in one month (pretty much one each day during the month). I had toyed with the idea of creating a YouMoz post (and had in fact started to draft one), but when SEMrush approached me about the webinar, I thought that it would be a better way to get across all the info.
The webinar took place in early June. In addition to relying on PowerPoint slides, I jumped out of the slides, jumped into my browser (all while the audience were still watching) and quickly ran through all 25 posts as live examples. I thought that this was a good way to demonstrate the many different types of content – especially those with an interactive or particularly visual element to them (such as the custom Google Map, the 25-year timeline, the multiple-choice quiz and one post that featured an embedded tweet containing an autoplaying Vine video).
The video of the webinar is below, with a transcript below that.
Video Transcript (including slide stills)
Hi, thank you very much for the introduction. I’m Steve Morgan, @steviephil on Twitter, and today I’ll be talking you through a big campaign I ran back in January earlier this year. I actually talked about this campaign at BrightonSEO in April, but I was only given about 20 minutes to talk on-stage and I was only able to talk about a couple of examples of content we did – we had 25 blog posts in one month – and just talk about how much it all cost, so it’s great to have the opportunity… a big thank you to SEMrush for having me. And it’s great to be able to talk about the campaign in more detail and run through more examples than I did when I presented at the conference.
The webinar is split into three sections. I’m going to jump out of the slides a third of the way through and show you real examples of content, because I thought: “why bother showing you slides of examples when I can actually show you the examples on Firefox?” But before that, I’ll talk you through a bit of an introduction to the campaign and how we prepared for it. And then after I’ve shown you examples, I’ll give you some insights into what performed well, what didn’t, what worked well on certain social media networks, and talk you through how much everything cost, which – even though we had 25 posts created and we tried to avoid just having bog-standard, 400-word advice articles – we did lots of varying types of content and we tried to have interactive content as well. We managed to keep the budget very low by sourcing guest blog posts, by using free or cheap WordPress plugins – things like that really. I’ll tell you more as we go along.