This document provides guidance on setting up the necessary online infrastructure and accounts to begin creating and promoting content as a thought leader. It outlines setting up a website and linking it to Google Authorship and profiles on About.me, Gravatar, Livestream, and Klout to unify online presence. The document then provides a checklist for the initial "plumbing" phase of setting everything up before moving on to creating content.

1. A letter from BlitzMetrics CEODennis Yu and Co-founder Alex Houg
Thank youso muchfor takingan interestinourcontentmarketingandpersonal brandingguide. We've
spentthe past 3 years honingthese techniquessowe couldshare itwithpeople likeyou.Ourgoal isto
helpyougrowyour business'sonline presencethroughpersonal brandingandbecome athoughtleader.
Personal brandingforyouisthe solidfoundationtowhichyourbusinesswillbe builton. The purpose of
thisguide isto provide youwiththe necessarytoolstobecome anexpertinyourfieldof interest,and
share your passions.Whenyouare passionate aboutwhatyoudo,it reflectsinyourbrand, making
people wanttoworkwithyou.
We'll provide the framework withthisguide,butit'supto youto laythe "plumbing"forthe setup
phase. Thisincludesconnectingall of yoursocial sites,settingupyourwebsite andblog,andensuring
everythingisinorder.Don'tworry;we'll guide youthroughthe entire process.
Once everythingishookedupandready,we'll explorethe manydifferentwaysyoucan discovertopics
and produce original,thought-provokingcontent.You'll alsogrow yournetworkof expertsinthisphase,
givingyouknowledgeable friendstocollaborate with.
Whenyou're well onyourfeet,it'stime toamplifyyourefforts.Thissectionwill focusonpromotingyour
contentand utilizingsocial mediatogetyour message outefficiently.Forthis,you'll needtosetaside at
least$1 a day for Facebookads(evenif youare a fledglingbusinessorastudent),sobeginplanningyour
contentbudget.
If you are busyor need help,ouranalystscan assistyouin anystepof thisprocess.Ihope tohearyour
story,and see youjointhe ranksof thoughtleaderseverywhere.
DennisYu& Alex Houg
BlitzMetrics

2. Welcome to the BlitzMetrics Content Strategy Guide
Thisguide will helpyougetstartedwritingawesome contentonanytopicyou'd like andreachout to
industryleaders togrowyourcontentnetwork.Thiswill formthe backbone of yourbrand,showcasing
your passions,andgainawarenessthroughsocial media.
There are 3 distinctsectionstothisguide: Plumbing,ContentCreation,andAmplification.Eachis
necessarytosupportthe other,and requiresthatthe conditionsoutlinedonthispage be met.Please
printthispage and reference the checklistsforeachphase.You'll revisititonce you've completedthe
requirementsandare readyfor the nextstepof the process.
In the PLUMBING section,we'll install the groundworkthatsupportsyourblogandensuresthatit
functionsproperly.We'lltouchoninstalling Google Authorship (whichbringsyourname upinsearch
resultsasan author),Google Analytics (whichtrackswhoislookingatyour contentandfrom what
sources),andenablingFacebook/Twittercomments onyoursite,whichtiesintoyoursocial media
profiles.Tobeginthisphase, checkoff eachof these asyoucomplete them:
 Active profiles onsocial networks suchasFacebook,Twitter,LinkedIn,andGoogle+.
 Hosting/ a blogthat youcontrol.If not, we've writtenablogset-upguide tohelpyou.
 A brandedemail address(yourname@yoursite.com).
 A Google /Gmail account to use Google services (G+/Analytics) with. DoNOTuse thisas your
primarycontact email- We'll explainwhylater.
In the CONTENT CREATION section,you'll equipyourself withall the toolsneededtocreate a solid
contentstrategy,andbeginwritingprovokingarticlesthatwill grow youronlinepresence intoathought
leader. You'll learn the secrets of goodarticles,discoveringtopicstowrite about,andreachingoutto
otherthoughtleadersandcollaborating. Becausethispartisso important,we've splititintotwoparts-
one to focuson your ownwebsite,thentoutilize yourconnectionstogetyourcontentonother
publications.
Thisphase requiresthatyou:
 Have a basicunderstandingof businesswriting,andcomputerskills.Thismeansyou're ableto
write succinctly,andunderstandhow touse variousinternetservices.
 Picka primary topicthat youlove towrite about.
 Seta consistentwritingschedule.
In the AMPLIFICATIONsection,youwill learnhow toutilizesocial media andpaidadsto promote your
contentto influentialsources.We'll alsotouchonbuildingateamto scale yourcontentcreation
machine outwards.We stressthatyou musthave at least$1 per dayset aside forthissectionfor
advertising. Youmust:
 Have a small budgetforadvertising,editorial services,andcontentgenerating.The amountyou
setis upto you,but we recommendatleast$1 per dayset aside forads.
 Have a basicunderstandingof how social adsand micro targetingworks.

4. Contents
A letter from BlitzMetrics CEO Dennis Yu and Co-founder Alex Houg.....................................................1
Welcome to the BlitzMetrics Content Strategy Guide ...........................................................................2
Laying down the plumbingfor an awesome article machine..................................................................6
Step 1: Think of a domain name and get a website............................................................................6
Step 2: Set up Google Authorship.....................................................................................................6
Step 3: Set up profiles on Social-supporting sites. .............................................................................8
About.me....................................................................................................................................8
Gravatar ...................................................................................................................................12
Livestream................................................................................................................................14
Klout.........................................................................................................................................18
*Optional* Set up Pinterest Analytics.........................................................................................21
Plumbing Check List..........................................................................................................................23
Content Creation Phase 1: Learning how towrite and manage articles like the pros. ............................24
Step 1: Familiarize yourself with the core mechanics of internet marketing analysis. ........................24
Take some time tolook through the BlitzMetrics article library....................................................24
Learn about Metrics, Analysis, Action(MAA)...............................................................................24
Step 2: Choose some topics that interest you.................................................................................24
Step 3: Set up Google Alerts on these topics...................................................................................25
Step 4: Comment on blogs and build your network.........................................................................25
Step 5: Write your article draft. .....................................................................................................25
Step 6: Proofread / use anediting service to tighten your article up.................................................26
Step 7: Link to thought-provoking content with relevant anchor text...............................................26
Step 8: Dress up your article with formatting, and summarize key points.........................................27
Step 9: Give your article a snappy title............................................................................................27
Step 10: Categorize your post, and add keywords...........................................................................28
Step 11: Post and promote your article, keeping track of them in a library. ......................................28
Step 12: Work out a posting routine, and stick to it!........................................................................30
Helpful Hints and Tips ...................................................................................................................31
Embedding social posts in your articles.......................................................................................31
Mention others in Facebook / Twitter updates............................................................................32
Content Creation Phase 1 Checklist....................................................................................................34

5. Content Creation Phase 2: Building and utilizing your content network................................................35
Step 1: Ask authors of blogs you regularly comment on if you can guest post...................................35
Step2: Work outhowoftenyoucan generate content,andhow oftenyourblognetworkcanaccept
it..................................................................................................................................................36
Step 3: Set this schedule into stone, and follow it. ..........................................................................36
Step 4: Split your list of experts into verticals, and utilize them for articles.......................................36
Content Creation Phase 2 check list...................................................................................................38
Amplification: Getting the word out via Paid ads. ...............................................................................39
How to take advantage of micro targeting on Facebook — at a crazy cheap price.............................39
A move to quality targeting over mass media blasts....................................................................41
Making waves with a dollar........................................................................................................41
How to use social media toinfluence the press...............................................................................42
Rent the megaphone.................................................................................................................42
We’re all the press now.............................................................................................................42
An army of advocates................................................................................................................42
Scaling the writing andeditorial processwith a team......................................................................43
Team............................................................................................................................................43
Add Article to Queue (ProjectManager or Senior Editors Only)........................................................44
Article WritingProcess..................................................................................................................44
Video Process:...........................................................................................................................44
Amplification Process: ...............................................................................................................44
Amplification check list.....................................................................................................................45

6. Laying down the plumbing for an awesome article machine.
Step 1: Think of a domain name and get a website.
What's ina name?Everything! Thisiswhateveryonefromnow until foreverwillknow youby,somake
sure it's how youwant to be known.
Don't try to be fancy or clever- skipsubstitutingletters,alternate spellings,orbizarre words.Yourgoal
here isto be as memorable aspossible andavoidthe "Whatwasyour website again?"effect.
The easiestroute isto use your full name as yourdomain,butif you have a commonname,thiscouldbe
troublesome.Youcan use a combinationof yourfavorite hobby,oravariant of the maintopic you're
writingabout- justmake sure thatyou owna domainsuch as Yourname.com, andthatyou have an
email attachedto it (name@yourname.com).HavingaGmail,Yahoo,or Hotmail addressdoesnot
inspire confidence thatyouare a professional.
If you needhelpfinding,hostingandsettingupyourblog,please refertothe BlitzMetrics BlogGuide for
in-depthinstructions.
Step 2: Set up Google Authorship.
The firstthingyou shoulddoafteryouhave your blogsetup isto configure Google Authorship,which
allowsyouto tag articlesthatyou've authoredbylinkingthemtoyourGoogle+account.
Whenuserssearchfor keywordswithinyourarticle,yourname andpicture will appearinthe search
results,buildingyourreputationasan authorityonyourchosentopics.
Thissectionassumesyou've alreadysetyourprofileup.If not, doso now.Withyour Google+profile
ready,signinand do the following:
1. Linkyour email toyourGoogle+account, ensuringthatthe email domainmatchesthe website
you're publishingcontentto.

7. 2. Addyour website toyour"Contributorto"linksonyourprofile.Youcanfindthisunder"About"
by clickinghere.
3. Write a small bioabout yourself touse atthe endof each article onyour blog.Outline your
goals,accomplishments andhobbies.Be sure toinclude yourname and,forexample:
"FollowMax Darby onGoogle+".
4. Get yourprofile IDbygoingto http://plus.google.com/me,whichwill create adifferentURL.
5. Take your profile URL(inthiscase, https://plus.google.com/108639009240452138628), and
make a linkon the "Google+" part of your signature.You'll place ?rel=authoratthe endof the
URL:FollowMax Darby on Google+(URL is
https://plus.google.com/108639009240452138628?rel=author)
6. Use Google'sStructuredDataTest tool to make sure it's workingproperly.Place one of your
article URLs and hitPreview:

8. Your blogshouldnowbe linkedtoyourGoogle+profile,andshow upinGoogle searchesonce the bot
indexes yourarticles(sogiveittime).
Step 3: Set up profiles on Social-supporting sites.
Before youdive inandstart fillingyourblogwithinterestingcontent,let'stake some time tosetup
accounts ona fewsocial-supportingsites.These will helpunifyandincrease the amountof exposure
you'll getbyprovidingvariousfunctionsthathelpyourcontentmachine.
Create an account oneach of the followingwebsites:
About.me
Listedas a social directory,About.meisaplatform thatallowsyouto connectall of yoursocial and
personal websitestogetherintoone location; sortof like anonline businesscard.
Settingupa newprofile iseasy,asitsupportslogginginviaFacebookor Twitter.Youcan alsouse your
name and email tosetup an account and connectyoursocial networkslater.
Once you login,youare able to edityourpage and populate itwithrelevantcontent.Hoveroverthe
top rightcorner withyourname and selectEDITPAGE:
A dialogshouldappear.Take some time tofill outthingssuchasyour biography,andconnectall of your
social profilestothis:

9. You can add social networkfunctionalityby goingtoapps and"Addan App". As youcan see,I already
have Facebookinstalled:
Most major social networksare supportedinthe appcenter.If youdon't have profilesoneachof these,
I wouldgoaheadand make one:

10. I'll go aheadand add Twittertomy About.Me profile,whichwill redirect tomyTwitterpage and askme
to authorize the app.Once it's finished,you'llnotice anew buttonunderneathyourname inthe "About
Me" box:

11. One lastcool thingisthat youcan use yourAbout.me profile asa signature. JustvisitHome inthe top
rightcorner and AddMy Signature will be atthe top:
Choose whichone you likeandthen copyyoursignature intoyouremail client'ssignaturefield:

12. Andyou're done!
Gravatar
Gravatar is a global profile usedonmanydifferentwebsitesthat'slinkedtoyouremail.If ablogor
publicationmakesauserprofile withthatemail,yourinformationwill carryoveranywhere Gravataris
implemented.
Creatingone issimple- justvisithttp://www.gravatar.comandclickCreate yourownGravatar onthe
left:

13. Enter yourinformationandclickSignUp. You'll get a confirmationemail withinstructions:
Once you've confirmed,you'll be able toaccessyouraccountand start managingyourGravatars. You
can manage multiple addressesfromunderthe same account:
There are currentlynoimages formy profile,solet'sgoaheadandsetone by clicking"Addone by
clickinghere".You'll be givenafewchoices:

14. I alreadyhave a file saved,soI'll choose one frommy hard drive.Selectthe file youwantandclicknext.
You'll nowbe able to crop and fine-tuneyourGravatarpicture:
Whenyou're happywiththe placement,clickCropandFinish.The final stepistochoose a ratingfor
your Gravatar whichhelpsfilteritformore sensitive audiencesif yourimage containsoffensive
materials.
Once you selectarating,you're done.YourGravatar shouldappearonany site thatimplementsit,like
Wordpress:
Livestream
Livestream.comisamultimediastreamingwebsite thatallowsyoutobroadcastlive mediawhichis
great fordemonstrationsandevents. Thisisuseful forwhenyoubeginpickingupfollowersandwantto
hosta webcast.
Accountcreationisstraightforward asit supportslogginginwithFacebook(whichyoushoulduse any
time a website supportsitsince itoftenenablessocialfeatures). You'll needtoconfirmyouremail to
use your account,so go aheadand dothat.

15. Once in,you shouldstartbuildingyourfriendsnetwork.Youcan easilyconnecttoothersbygoingto the
top rightand selectingFindFriends,whichwill pull fromyourFacebookfriends:
67 of my Facebookfriendsare onLivestream.Iwouldrecommendpickinginfluential people andfriends,
insteadof justhitting"Follow All":
Once you've connectedtoa fewpeople (andhopefully,have themconnectback),youcancreate events
by clickingBroadcastLive fromthe top bar:

16. Clicking"Create Event"allowsyoutoschedule streams:
It will alwaysdefaulttothe immediatetime andendanhourlater.Tweakthe timesif it'sfor a later
event,orjustmodifythe endingtime:

17. You can alsoset a posterimage tohelpattract othersto the eventwhenit'slive,butwe'll skipthatstep
for now. Afterthis youreventwill be created.If youwanttoalertyour followers,make sure the box at
the bottomis ticked:
Nowthat the eventislive youcanstart postingmediatoit viathe bar onthe right,whichwill allow you
to selectmediafromyourcomputer,orstreamlive video:

18. I posteda photoof our viral cycle for thisexample:
If you wantto add more media,youcan do so viathe POST buttoninthe top rightcorner:
Once you've gatheredalarge enoughfollowingandare comfortable enoughtospeakopenlyonyour
topicsof expertise,youcangive demonstrationsandwebinarsto reallycementyourself asa thought
leader.
Klout
Klout.comevaluatesyoursocial mediainfluence andgaugesthe amountof impactyouhave. If you're
evercuriousaboutwhichof your postshad the furthestreach,or how yourfriendsstackup, Kloutwill
helpyoustandout and be noticedonSocial Media. It supportsmostmajorsocial networks,eachof
whichyou'll needtoauthorize underyoursettings:

19. But first,you'll needtomake anaccount. The onlyway to signupis to connecteitheryourFacebookor
Twitteraccount:
The beautyof Kloutisbeingable tosee how active you've beenonsocial media,andwhichof yourposts
got the most interactions:

20. Anothercool feature isonthe overviewforyouraccount;Kloutwill askyouwhatyou wantto be known
for.I am an avid motorcyclist,forexample,soI'll use that:
Kloutwill thensuggestafewhottopicsbasedonnewspulledfromsocial newsfeeds:

21. Of course,notall contentwill be positive,suchasthe firstresult.Iownmany adventure motorcycles,so
the thirdtopic appealstome.If I clickSHARE on any of the items,Ican postit to my timeline witha
quickblurb,butrecommendprovidingyourownthoughtstoshow your knowledge onthe topic.This
can be handyforfindingtopicsforyouto write about,andconnectyou to like-mindedindividuals.
*Optional*Setup PinterestAnalytics
Pinterestisanonline scrapbookingwebsitethatallowsusersto "pin"imagestheyfindonthe internet
intocategoriestoshare withothers.
If you have a veryimage-heavyblog,thisisinvaluabletospreadingengagingcontentandincreasingthe
viral factor of your website.Pinterestanalyticstrackswhichcontentusershave pinnedfromyour
website,andhowmanypeople followthroughtoyoursite.Note thatyoumust have a businessaccount
to getPinterestAnalytics.
To convertyour account to a businessaccount,visithttp://analytics.pinterest.comandclick"Geta
businessaccount":
Once you've convertedyouraccount,youmust make sure yourwebsite isverified.Gotothe topright
corner andclickon the gear icon,thengo intoAccountSettings:

22. Scroll downto "Website",andenteryourwebsite URL:
To the right,there will be a "Verifywebsite"button whichwill bringupanew window:
Take this tag andgo to your Wordpressadminpanel.UnderAppearance,openthe Editorandlookfor
the index.phpfile:
Place itat the verytop, and then clickthe blue UPDATE FILE at the bottom.
Your website shouldnowbe verified.

23. Plumbing Check List
Go overeach of these itemsandcrossthemoff as youcomplete,orhave alreadycompletedthem.They
are requiredinordertoproceedpastthispoint.
□ Setyour website upandhave WordPress installedandconfigured.
□ Write biostouse inyour blogsABOUTsectionandin yourarticle signatures.
□ Make sure youhave profilesonall majorsocial networks.
□ Fill outyourGoogle+profile.
□ Create an About.me profile.
□ Linkeach of your social profilestoyourAbout.me page.
□ Claimandconfigure yourGravatar account.
□ Create a Livestreamaccount.
□ Follow10 people onLivestreamandhave themfollow youback.
□ Do a test broadcaston LiveStreamandintroduce yourself toyourfollowers.
□ Configure Kloutwitheachof yoursocial profiles.
□ Reach a score of 50 or higheronKlout.
□ Subscribe toand update yourstatuswith3 topicson Klout.
□ *OPTIONAL* Set up Pinterest analytics.

24. Content CreationPhase 1: Learning how to write and manage articles
like the pros.
Your website is ready,butitlooksratherbarren.It'snow time foryouto populate itwithgreatcontent.
In thissectionwe'll coverhowtowrite awesome articlesandstartbuildingyourcontentempire.
Step 1: Familiarize yourself with the core mechanics of internet marketing
analysis.
Takesometime to lookthroughthe BlitzMetrics articlelibrary
We have writtenover700 articlesacross100+ differentpublications here atBlitzMetrics Take some
time andread throughthem on our Article Database.Thiswill helpyougetacquaintedwiththe industry
as a whole,andthe bestmethodsof structuringyourcontent.
Learn aboutMetrics,Analysis,Action(MAA)
The firstconcept tounderstandisMetrics,Analysis,Action (abbreviatedMAA),whichwe use inall of
our articles. It'snot enoughtosimplystate numbers,but toexplainthe WHYbehindthem andwhat
strategiesyourecommend forimprovingthose numbers.
Checkout the followingarticles:
Metrics,Analysis,ACTION:The superstarof Social Analysis
How I optimize FacebookAdcampaignsin15 minutesperday
Once you're done reading,lookoverthispresentation:
Metrics,Analysis,Action
Have a goodgrasp? Good!Follow alongwith alive analysiswe didusingMAA inthis video:
Reporting and Performance Metrics for the Boss
Step 2: Choose some topics that interest you
What do youlove?Fast food,cars, beauty,hotels,and anyothertype of industry - choose a few.
Like skiing?Thenyoucan write aboutwhatthe top ski resortsare doing.Oryou reallylike basketball?
Thenanalyze whatthe top NBA teamsare doing.
We have gatheredresearchcoveringall of these categories,prioritizedbyhow manyad dollarsare in
each industry.Clearly,softdrinks,fastfood,airlines,moviestudios,andfolkslike thatare at the topof
the list, soletus knowwhatyou're passionate about.

25. Step 3: Set up Google Alerts on these topics.
Once you've foundwhattopicsyou love to write about,setupGoogle Alerts forthe topicsthat youare
responsible for,usingthe topic+“Facebook marketing”andtopic+ “social analytics”.
So if youlove horse racing,do one for:
“horseracing Facebook marketing”and“horseracing social analytics”
Google will deliveryouadailyor weeklystreamof articlesforyoutoreact to.
Step 4: Comment on blogs and build your network.
Thisis IMPORTANT. Asyou readthroughthe articlesandblog poststhat Google deliverstoyou,post
short,insightful comments.Don'tjustcompliment the author;saysomethinginterestingand unique
enoughthatit’sclearlywritteninresponse totheirarticle. Thoughtleadershipiskeyhere.
FollowthemonTwitterandFacebook,mostblogleadershave theirownFacebookpage fortheirfans(if
youdon't already,make one).Save the Facebookfriendinvite forwhenyouhave abitof a rapport with
themas youdon't want to seemclingy,desperate,orobsessive.
Aftera fewdozenpostswhere they've responded toyourcomments,thenyoumaytry addingthemon
Facebookandtalkingpersonallywiththem.Explainyourpassionsandthatyou're alsowritingonthe
same topicsthat theyare.
You'll begintodeveloprelationshipswiththe folksthatmatter onyourtopics,and forma networkthat
youcan lateruse to promote yourcontentviaguestposts inPhase 2.
Keeptrack of all your commentsandon whichblogs. Theyare the seedsthatwill grow intoyourcontent
networklateron inthe secondphase,sobe sure to plantand tendthemregularly.
Step 5: Write yourarticledraft.
Make sure youhave at least 200 wordsandtake screenshotsthatshow whatyou're tryingto convey.
Placinga redbox around importantnumbersusuallydrawsareader'sattentionthe best.
Make sure to write as succinctlyaspossible, avoidingoveruseof adjectivesandbreakinguplong
paragraphsfor easierreading. Remembertokeepyourwritingtightandina professional tone,buthave
funwithit.
Alwaysuse the MAA process fromStep2. Start withthe numbers/metrics,give itcontextbytellingthe
storybehindthem, andthenmake recommendationsthatforma strategyas to whatto do to improve.
If you needcontentideas,paidservicessuchas Fancyhands andFiverrare great resourcestouse.

26. You shouldalsoreachout to the blogauthorsyou've beencommentingto,askingthemforafew quotes
on yourtopic.Attribute theirquote,addtheirheadshot,andlinktotheirwebsite.
Make sure to letthemknowthe article islive viatheirTwitterorFacebookpage,sootherswhofollow
themcan benefitfromtheirinsightsaswell (andgetalittle traffic/awarenesstoyourblog).
Step 6: Proofread / use an editing service to tighten your article up.
Glance overyour article,lookingforanytyposandcapitalizationerrors. Use aSpelling/Grammarcheck
on the whole article. Trimoutadjective over-use,and watchoutfor phrasesthatinflate yourarticle
needlesslylike "However", "Onthe otherhand","Meanwhile","The factthat",and"Actually".
Alwayswrite usingactive voice,notpassive.A passivevoice iswhereyoupromote anactionas the
subjectof a line.An example, "Iwrote thisarticle",isactive."Thisarticle waswrittenbyme."ispassive,
and pointlesslybloated.
Breakup your article intochunksbyhittingenterevery3sentences,thismakesreadingeasier.That's
howthisguide isstructured.
It's yourchoice to followthisstructure,butthe firstsentence shouldintroduce atopic,the second
sentence exploresit,andthe thirdwrapsit up.You don't have to immediatelyswitchtoa new subject
afterwards,butshouldmove ontoexplore otherpoints.
Editingservicessuchas DraftIn.comhave professional editorsthatwill edityourwritingforasmall fee.
They'll helpyouwiththe issuesabove,trimdownyourarticle, andavoid otherissues:
 Alliterationisastringof words sharingthe same firstletter,or"Peterpiperpickedapairof
pickledpeppers". Breakthemup,oruse a thesaurus.
 Don't endon prepositions, or "linking"words like "with","beneath","on","during",toname a
few.
 Stomp out weasel words.For example, "Some peoplesay.." isdubious,since it'snotclearhow
manypeople saidit.
 Don't ask rhetorical questions,because wholikesthose?
 Stay specific.
 Exaggerations make yourarticles,like,abilliontimeslonger,andaddtons of ambiguity.
 Comparisonsare messy,like abox of chocolatesleftinthe sun.
If you're shorton money and/ortime,aska few friendstolookitover,followingthe above
guidelines.Rememberthese 3C's forediting:Keepconsistent,write concisely, andstructure cleanly.
Step 7: Link to thought-provoking content with relevant anchor text.
Whenresearchingyourtopic,keepalistof articlesyoucan sprinkle intoyourfinal work. These linksare
usuallytoblogsyou've hadcontact withor contribute to,soconsider how well you're doingwith Step4.

27. Whenlinking,make sure toavoidusing"Click Here!"anchortext,insteadplacingalinkontextthat
portrayswhat the linkisabout,like the recentchangesinFacebookPowerEditor.
I stressthat youDO NOT over-promote yourself,otherwise you'll be labeledasaspammerandno one
will deal withyou.It'sfine tohave a URL everyparagraphor subtopictodrive yourpoint home,but
absolutelyNOaffiliate linksorblatantfor-profitmaterial - we're notdrivingsales,butprovokingreaders
to thinkandinteractwithinformative content.
Step 8: Dress up your article with formatting, and summarize key points.
Addingsmall flourishestoyourcontenthelpsreaderstake inkeypointseasier. Boldkeystatements,
"italicize quotesfromothers",andtake advantage of headlinestobreakyourarticle intosections.
For everymajorpointyoumake inthe article,youshouldalways reiterate atthe end.Remember:
 Boldkeystatements.
 Italicize quotesfromothers.
 Use headlinestobreakarticlesintosections.
 Reiterate majorpointsatthe veryendof yourarticle usingbulletpoints - Like this list.
Finally,endonaquestiontoyourreaders,or any invitationforthemtorespond.Whatdoyouthink?
Has thiseverhappenedtoyou?What shouldIdo next?There are countlesswaystosparka
conversation,sotrya fewand letusknow how itgoes. (Justlike that!)
Step 9: Give your article a snappy title.
Once your article isdone,it'stime togive it a killer headlinethatsummarizeswhatyourarticle isabout,
and whyyouraudience shouldreadit.
It helpstoconsiderMAA fromstep2, layingoutthe numbers,whattheymean,andhow the reader
benefitsfromthem, suchas "$500 for60 minutesof yourtime?WhyAnalyticsare keyto sellingads"by
Alex Houg.
Look overthe followingPDFsforsome examples:
7 Quickand Easy Headline Formulas
The Ultimate Idea-InducingCreativity-EnhancingSample HeadlineCollection
BestHeadline Words
Careful withusingsensationalizedheadlines/"viral"tricks.Youwantyour contentto be referencedat
any time,andheadlineslike"Wow,Ican't believethisactuallyworked!"are obnoxious andsaynothing
aboutthe article contents,solabel accordingly.
Write downa fewthat bestsummarize yourarticle.Askyour friendswhich of themgrabtheirattention
the most.

28. Step 10: Categorize your post, and add keywords.
Before youpostyour article,make sure youhave itproperlycategorized. WordPress hasarobust
category systemthatallowsyouto keepwhatyou've written aboutorganized, somake sure tofile each
article underthe appropriate section.
Keywords,or"tags"as WordPress callsthem, are special wordsyoucan setto your article thathelpsthe
searchfunctioncategorize the post.Italsohelpsreadersglance overthe article listandsee whatit
mentions,aswell asgiving asmall boosttothe article'sSEOranking.
A rule of thumbto use is if youmentionapropernoun inthe article,chancesare you can use it as a tag.
For eachtopic youtouch on,use up to 4-5 keywordstodescribe it.
Step 11: Post and promote your article, keeping track of them in a library.
Once everythingisedited andlooksgood,postit.Make sure to appropriatelycategorizeandtagyour
post,and thenpostit on yoursocial accountsfor everyone tosee. Youcan use an Excel document,or
Google Docs, it doesn'tmatter,justkeeptrack.

29. If you have a brand / personal page onFacebook,postyourarticle onit witha small discussionstarter.
Askyour readersabouttheirownexperiences,invitingtheirinput.BypostingtoaFacebookpage
insteadof a useraccount, you're able torun ads to the post aboutyour article andgrow yoursocial
presence atthe same time.
Don't worrythough,youcan alsorun ads to a website URLto grow your blogtraffic,butwe recommend
that youmake a Facebookpage foryour blogif youhaven'talreadydone so.Thisallowsyourfansto
congregate intoone place andinteractwithyou.
If you've neverrunFacebookads before,it'seasy,andlow-cost. Readthisarticle andyoucanbe upand
runninginlessthan60 minutes.
The keyhere is to targetaudiencesthatcomplementyourtopics.Researchthe topauthorityblogson
your interestsandsee if you're able totargetthemwithinFacebook.
If not, try refiningyouraudiencesbasedonspecificinterestspertainingtothe topicsdiscussedinyour
article. Be careful though,if youtargettoo large of an audience youwon'tattracta well-focused
audience. If youcan't finda suitable audience, don'tworry.Youdon't have to promote everyarticle you
put out.
Each time you can promote, you’ll wanttoruneach article fora weekat 5 dollarsperday to start out.If
done right,you'll reachinfluentialpeople andgrow youraudience withpeople whoare receptive to
your content.

30. There'smanyways tooptimize yourcampaigns.Readsome of ourarticlesinthe article libraryfor
pointers.
Keepanexcel spreadsheetof yourarticlesthatyouregularlyupdate forlaterreference-article title,URL
and subjectwill suffice.
Thiswill alsobe yourportfoliotoshowothers.Once youstart doingguestpostsonother blogs,having
the libraryhandyalsoassistsinkeepingtrackof where all of your contentis. You'll needthisinthe
comingsteps.
Step 12: Work out a posting routine, and stick to it!
You've pickedyourtopics, commentedonleaderblogs,written yourfirstanalysis,andare runningads
to it.From thispointon,it's simplyrinse,latherandrepeatfromStep2. The trick here,however,ishow
oftenyoupost.It helpstokeepconsistentsoyourreaderswill know whentoexpectnew content.

31. Helpful Hints and Tips
Embedding social postsinyourarticles.
Doesyour article referenceapostyou saw on Facebookor Twitter?Youcouldtake a screenshot,but
there'salsothe optionof embeddingit.OnFacebook,eachposthasa small dropdownmenu,andatthe
verybottom,there isan "Embedpost"option:
Take the code that appearsand copyit:
You will thengoto yourblog and on the postyou wantto embedthispostin,setthe visual editorto
TEXT mode on the top right-handcorner:
Paste the code intohere, and then switchbackto visual.Itwill NOTappearin the editoruntil you
previewit,butwill say"postby<pagename>(inthiscase, BlitzMetrics)"
On Twitter,youcan getto EMBED by clickingthe "...More"button underanypost:

32. Same procedure aswithFacebook- copy the code,switchthe WordPress visual editortotext,andpaste
it in.Here'sapreviewof howitlooks:
Now,anyone whoreadsyourarticle will be able tointeractwiththe post,andthe contentwill be
updatedinreal time withsocial interactions. Neat!
MentionothersinFacebook/ Twitterupdates
Whenyoupost yourarticle and promote it,youshouldmentioneveryonewhocontributed.Youcould
simplyputtheirname,andhope theysee it,oryou can tag them.

33. If you're familiarwithTwitter, youalreadyknow thatputting@before ausername will tagthem.The
same appliesforFacebook:
Whenyoupost yourstatus,it will appearoneveryone'swall thatyoutag.You can alsodo thisif you're
postingasa page,butwithlimitations:
Whentaggingas a page,youmay onlytag otherpages(notusers).We recommendpostingasa page for
the majorityof the time so youcan amplifyitwithads and have your audience likeyourbrandfreely.
Thisdoesn'tmeanyoucan't use yourpersonal accountto organicallypromote yourarticle,however.

34. Content CreationPhase 1 Checklist
□ Set up blog and website.
□ Learn about Metrics Analysis Action (MAA)
□ Choose topics that interest you.
□ Set up Google Alerts on each topic.
□ Comment on blogs with thoughtful insights to grow your network.
□ Research your topics, taking screenshots of interesting points for you to write about.
□ Write a draft for your first analysis.
□ Place links to other thoughtful content throughout your article.
□ Format your article to make it easier to read.
□ Think of a few catchy titles for your headlineand then pick one.
□ Post article and set up a Facebook ad campaign.
□ Create an article library to keep track of articles.
□ Make a content calendar that outlines your posting schedule.

35. Content CreationPhase 2: Building and utilizing your content network.
You're postingregularly,people are interactingwithyourarticles,andyou've workedout which
audiencesinteractbestwithyourtopics.Whatdoyoudo now?
You've beencreatingcontentforyourblog,postingandpromotingona tight schedule.The nextstepis
multiplyingthisschedule andproducingcontentfora multitude of publications.
Thisis why we stressedStep4 inPhase 1 - reachingout andcommentingonotherblogs. If youhaven't
beendoingthisregularlyandhave atleast6 people youcan call on,you're not readyfor thisphase yet.
Once you have a goodrelationshipwiththese authorsandsome articlesunderyourbelt,it'stime to
start guestpostingelsewhere.
Step 1: Ask authors of blogs you regularly comment on if you can guest post.
By now,youshouldbe on goodtermswiththe variousblogauthorsfrom commentingregularly ontheir
articles.Whenyoufeel the time isright,askthemif they'dlike tofeature apiece of yourcontenton
theirblogas a guestpost. Thisis where havingyourarticle libraryreallyhelps,asyoucandisplayall of
your work.
Heavilyfeature theirownarticlesin youranchorlinks,andbegin producingarticlesonyourownblog
that are reactionarytotheirown.
A clever"trick"isto take normal interactionswithyourgroupof thought-leaders,andaskif you can get
a quote fromthem/ use somethingtheysaid:
Thisgivesyourwritinga small boostof authority,showingthatyouare connectedtohighprofile people
and wantto promote theirinputalongsideyourown.It'sfree notorietyfor themandinvaluable content
for you- justmake sure to creditthemand correctly.

36. Step 2: Work out how often you can generate content, and how often your blog
network can accept it.
Thisis the mostimportantpart, andthe hardesttoget down.Whereasupuntil thispointyouwere
writingandpostingregularlyonyourownblog,you'll now distributeacross manyblogsat the same
pace.
By now,topicsshouldbe plentiful,andwhatto say comeseasilytoyou.Once you can react fastenough,
builda small backlogof articlesthatyoucan distribute elsewhere,sothatyou're not pressedfortime.
You shouldcontribute toeachsite inyournetworkat leastonce a week.Some will accept more;others
less,butmostpeople are happyforfree content.Justmake sure to deliverconsistentlyqualitycontent.
Offertohelpthemoutby editingyourownarticle ontheir blog.Thisrequiresthattheymake youan
author account.It's preferable thatall of yourcontenteventuallygoesunderyourname ontheirsite,
alongwithGoogle authorship.
Step 3: Set this schedule into stone, and follow it.
Once you have a fewblogsonboardforguestposting,it'stime toprioritize whichonesare contributed
to the most.Create an excel sheetthatlists outeachpublication,theirblogURL,and theirsocial
accounts.Alsoadd the following:
 How oftenyou're contributing.
 What topicstheymainlyfocuson.
 Theirprimaryeditorsemail.
 Estimatedsite trafficfromGoogle trends.
 What theirPageRank is.
 If theyhave Google Authorshipenabled.
 Anyspecial editorialnotes/conditionsfromthem.
These will helpyou sorteachpublication'scontentpriority,since more trafficandhigher page ranks will
affecthowhighyour owncontentranksin searches andhow manypeople readit.
Step 4: Split your list of experts into verticals, and utilize them for articles.
Once you've builtupfriends inaparticularvertical,you can ask eachof themto answerjustone
question.Thatbecomesablogpostlike this:
http://www.postplanner.com/small-business-tips-for-standing-out-on-social-media
Each of the folks featuredwillgladlyshare;whodoesn'tlike tobe honored?Andthenyou amplify.
Real pros like Lee Odden turnthese intoslideshows,sharedacrossanumberof networks,like this:

37. http://www.slideshare.net/toprank/smmw14-ebook-38-social-media-marketing-tips-from-top-experts-
brands
You can ask any question; itdoesn'thave tobe a social mediatipor besttipon how to achieve X.What
do youthinkof X (a current event,astrategy,anindustryissue)?Orevenasking10well-knownsoccer
playerswhattheirfavorite flavorof ice creamis.Infographicsgalore!
Companiesoutsource contentassemblytoVAsandinternal analysts.Whoeverourfigureheadisina
vertical hasto be the one to reachout, sothe internal personcancoordinate behindthe scenes.
Clever,eh?

38. Content CreationPhase 2 check list
Everythingissetupand you're writingcontentata regularpace,now it's time toreach out andget your
name known.Thisiswhere you'll gainthe mosttractioninbecominga thoughtleader.
Some of these itemsare incremental andshouldbe completedoverthe course of a few months.
□ Compile alistof 10 top influencersinyourfieldof expertise.
□ Setup Google Alertsand Mention.neton eachof the influencers.
□ React to 5 articlesbyeach of yourtop influencers,andhave theminteractback(50 total unique
interactions).
□ Get guestbloggeraccesson6 differentpublications.

39. Amplification:Getting the wordout via Paidads.
By thispoint,youshouldhave alot of contenton the topicsyou've chosen,anetworkof experts,anda
fewpublicationsyoucanfeedcontentto.
You shouldhave greatorganicexposure withyourfollowersbypostingregularlyandinteracting,soit's
time to branchoutwardsand getyourself noticedbynational /internationalmedia.You'llachievethis
usingpaidadvertisingonsocial networks,mainlyFacebook.Aswe mentionedatthe verystartof this
guide,you'll needtohave atleast $1 / dayto advertise.
Let's dive infeetfirst.
How to take advantage of micro targeting on Facebook — at a crazy cheap
price
Facebookadsare powerful.One of ouremployeeswastryingtogetmy attention.He didsoby creating
a Facebookad targetinganyone wholivedin Minneapolisbetween30and 40 yearsoldand workedat
BlitzMetrics.Of the millionsofusersonFacebook,only80people metthatcriteria.
It cost himonly6 cents to doit. Andfor thatprice,he
was able tobombardour people withads.The costof
that inventoryisa30 cent CPM, whichmeansitcosts
30 centsto showa thousandads.So he wasable to
send200 highlytargetedmessages.
Soundslesslike advertisingandmore like super-
targetedemail marketing,doesn’tit?
And,infact, itis, exceptforthis:
• You can sendthese messageswithoutneedingsomeone’semailaddress.
• You payonlywhensomeone clicksit(yes, itscostperclickadvertising).
• Animpressionisguaranteedwhenthe personnextopensFacebook(whereasinsendinganemail, you
can onlyhope that someone will openit).
Nowimagine thatyou’re asoftware company,buildingrelationshipswithotheragenciesthatresell your
social analyticssoftware.The foundersof the datavisualizationagencycome tovisitandyou’dlike to
strengthenthatbond.Maybe youspend$1 a day on a micro targetedcampaignlike the one above,but
slice itup to putthe ad image more compactlynexttothe stats.You absolutelybombardanyone who
worksat that firmwithyour message almost3,000 times. If theyhave 50 people,that’s60ads per
person.Whocares that we got only9 clicks(of which4 happenedtobecome fans)?The goal isnotthe
click,butthe awareness.
Total cost:$5.67 in Facebookads

40. While eachof these examplesmightbe cleverorinteresting,the questionbecomes:How doyouscale
this?Ultimately,social mediasuccessisaboutpinpointprecisiontargets, becausewe’resimulatingthe
one-on-oneconversationsthatfriendshave amongthemselves. Butif youwanttohave 1,000
conversations,youneed1,000differentadsand1,000 differentlandingpages. Whohasthe
infrastructure,staff orthe budgettodo that?
Thisis where smartautomationcomesin.Here’sanexample of ourscoringplatformatwork.
So we tookthe Fortune 1000 and ran a script that collectedawide range of data — marketcap, their
industry,annual revenue,P/Eratio,website url,homepage PageRank,pagesindexed,Facebookpage,
numberof fans,companylogofrom Google imagesandsoforth — dozensof metrics.See the detail
fromour spreadsheet/CSV file below.
Andthenwe ran this data throughour scoringalgorithmtocalculate theirSocial Score — how well they
didversuspeersintheirindustry.We mightsay,“Shell,yougota56 andrank 7 out of 9 inOil and Gas.”
Or we mightsay, “Shell,whydoyouhave only53,548 fans while othersinoil andgashave 184k on
average?”Thenwe targetpeople whoworkat Shell.Noteveryone,just those people whohave titlesof
VPof Marketing,Chief Financial Officer,PublicRelationsandsoforth.
There mightbe onlya couple of dozenpeople andnoteveryone putstheirinformationonFacebook,but
it’senough.Andyou can betit getstheirattention. Theycome toa landingpage thathas theirsocial
scoringreport,whichshowsa portionof the metricsthat we’ve gathered. Buttheyhave toclick “Like”
to see the restof the report,whichisgrayedout.
Nowwhathappenswhenthatpersonclicks“Like”?Of course,some of theirfriendsandco-workerssee
it.And as all curiousco-workerswilldo,theywanttocheck outwhat youfoundto be so interesting.And
thenwhenthese peoplesee ourad,itshowsthat theirfriendlikedit,whichmakesourofferof a report
that much more credible.

41. A moveto qualitytargetingovermassmedia blasts
Nowdo yousee howthisworks?It’s qualityoverquantity folks.Thinkaboutwhoyouwanttotarget as
preciselyaspossible.Where dotheywork?Where dotheylive?Whatkindof car dotheydrive?What
TV showsdotheywatch? What industryconferencesdotheyattend?
Can’tafford$15,000 to exhibitatyourfavorite conference,plusthe $3k to shipthe boothout,the cost
of the people tohave toman the boothduringExpoHall hours,the promotional material youhave to
give outand so forth?
Thenrun an ad for the three weeksleadingup tothe conference targetingfansof the conference.
Bingo,you’ve nowspent$5 to targetthisaudience withyourmessage andyouhave plentyof time to
setup in-personmeetingswiththose folkswhoare worthtalkingto,as opposedtoanyrandom people
that may wanderupto visityouat the show.Andthenyou can thankthemlater.
Needsome PRhelp,butcan’tafforda New YorkPR agencyfor $10,000 a month?ThenletFacebookdo
the work foryou,runningads that targetjournalistswhowrite forthe Wall StreetJournal,Mashable,
Forrester,VentureBeat,the NewYorkTimesorwhoever.Whatwouldyoulike tosayto them?
Can’taffordto hire a big salesstaff tocold call people whodon’twanttotalkto you?Easy. Justrun ads
targetingthe competitorsof yourexistingcustomers.Let’ssaythatMarriott isyourclientandyou’ve got
a great case studythere.Runadstargetingthe folkswhoworkat Hilton,Starwood,Motel 6 or whoever.
You can bettheywant to knowwhattheircompetitorsare doing.Inquiring mindswanttoknow!
Makingwaveswith a dollar
By now,I hope to have shownyouthat withsome ingenuityand$5 in yourpocket,youcan make some
seriouswavesonFacebook.If you’re asmall businessorstart-up,learnhow tomastersome of the
techniques mentionedhere.If you’re abigbrandand lookingtoscale,thenyou’ll needsome process
and software automationtomake thishappenacrossthousandsof conversations.
Knowof any companiesthatoffersoftware thatwill domasspersonalizationof adand landingpage
content?Adagenciesare goodat throwingbodiesatclientaccounts — great service,butnoscale.
Software companiesare goodatbuildingcode basedona predefinedsetof rulesthatcanbe repeated.
But successfor yourcompanycan’t be solvedbyeitherapure agencyor a pure software company.The
agencycan’t throwenoughpeople atthe problemandthe software companycan’tofferaone-size fits
all solutiontoeveryone.
Onlyyoucan work the magic at yourcompany.As muchas we’dlike tosell yousome software,vendors
like uscan onlyassistyouincomingup withthe creative strategythatresonatesbestwithyour
customers,the PRstrategythat getsthe presstalkingaboutyou,a unique waytopositionhow yousolve
your client’spain.
Ultimately,these$5campaigns,whetheryourunjustone of themor 10,000 of them, boil downtoa
marketingstrategy — a unique,compellingmessage— thatwe can multiplyouttoyourcustomersand

42. getthose customersto spreadonyour behalf.(Again,if you’re asmallercompanytargetingjustafew
potential orexistingclients orpartners,gofor ityourself)
How to use social media to influence the press
You are a memberof the public,andthusa memberof the press.SowhenIget terrible service,shouldI
complain?The leversof powerhave beentippingtowardthe public,thankstosocial media:
• A hotel treats a friend wrong(it’shappenedtoyou,too),so he writesaboutit.
• A cruise line screwsupitsFourthof Julycruise,sothisauthor writesan exposé onBusiness
Insider.
• An airline accidentallykillsawoman’sgoldenretriever,soshe usesherblogandFacebook
account towarn othersaboutneglect.
We resortto thisonlywhenwe’ve exhaustedourregularchannels.Complainingonsocial mediashould
be a lastresort,since it’sbasicallyjumpingthe line.Whenyou’re ajournalist,blogger,oran influential
personinotherways,youwieldamegaphone.Evenif you’re notone of those,runningFacebookads
givesyouthat same powerfora fewdollars.
Rent the megaphone
A lotof people will file acomplaintorgoto the BetterBusinessBureauwhenthishappens.Trythatand
letme knowhowit worksa fewweekslater,countinguphow muchtime andmoneyyouspentchasing
wildgeese.ThenrunFacebookadswithworkplace targeting(targetingfolkswhoworkatthe NewYork
Times,Wall StreetJournal,orwhereverfolksneedtosee yourmessage).Targetexecutivesatthe
offendingcompanybyfollowing theseeasy steps.
Because you’re targetingjustafewdozen ora few hundredpeople,itcanbe done fora few dollarsand
ina few minutes.The nextday,the general managerof the dealercallstoprofuselyapologize.Folksin
Japanat ToyotaHQ have seenthe adand are askingwhathappened.
Of course,asmembersof media,youandI have to be careful not to abuse ourstatus.Yet withFacebook
ads targetedbyworkplace,anyconsumernow hasthislethal weapon.
We’reall the pressnow
Sure, at one point,youcould geta message intoMark Zuckerberg’smailbox for$100. Butwhy nottarget
employeesatFacebookforfarlessand reacha couple of thousandpeople, too?
• We attended amobile hackathon, wrote apostaboutit, andtargetedFacebook mobile
engineers. MattKelly andJamesPearce noticed itandlikedit.
• An interndecidedto“playa trick onhis boss”and ran ads targetingme.See whathappened.
• B2B firmstargetthe pressto get more coverage and show upinthe Facebook newsfeed.
An armyof advocates

43. JimWilliamsof Influitive sharedthiswithus:“Xactly‘sadvocate marketingprogramgeneratedhundreds
of recommendations,followsandsharesonLinkedIn,anda single advocate challengeresultedinnearly
a hundrednew FacebookfansandTwitterfollowers.”
Customersare alreadytalkingaboutthe companiesthattheylove orhate online,butadvocate
marketingprogramsallowmarketerstobetterorganize those customers,tyingtheiractivitytosalesand
marketinginitiativesandresults.
Scaling the writing and editorial process with a team
Once you have a largernetworkof publicationstoprovide contentto, you'll needateamtoeffectively
scale the processand assistwithcreatingcontent.
Once you've assembledyourcontentexperts,youshouldassignrolesbasedon whatstage an article is
at. These rolesinclude:
 SeniorEditors: Approvesthe final draftforpublicationandverifyall facts.
 Editors:Proofreadsall draftsandprovidesadditional media/linkswhere applicable.
 Authors: Assemble draftsongiventopicsandgathersinitialmediatosupportthe article.
 Videographers:Recordshighqualityvideo/audioof interviewsoreventsonlocationtoo.
 VideoEditors: Take raw videosof interviewsorotherrelevant mediaandeditsthemfor
publication.
 Transcriptionists: Watch / listen tovideosandtranslates audiointotext.
 Project Managers: Ensuresarticlesare movingforwardandif the article isfor a third-party,
handlescommunicationandmediaacquisition.
 Amplifiers:Take finishedarticlesandpoststhem onsocial channels,running microtargeted ads
to increase interest.
Once you've establishedeveryone'srole here,youmustfirstwrite outa processthatdefineswhateach
role isresponsiblefor,andwhat procedurestheymusttake tofinishtheirstepof the overall process.
An example processishowwe write andeditarticlesat BlitzMetrics,outlinedbelow:
Team
Senioreditor: Max Darby
Author:Anyone involvedwith BlitzMetrics,basedontheirinterest/directexperience.
VideoEditor: JasonRogers
Transcriptionist:JoshHamby
Project Manager: Christine Brewer
Amplifiers:Max Darby / JoshHamby

44. Add Article to Queue (Project Manager or Senior Editors Only)
All articlesare managedinthe BlitzMetrics Basecampunderthe project"Marketing - Articles".Only
Project Managers or SeniorEditorsare allowedtoinitiate thisstepof process.
1. The SeniorEditor or Project ManagerassignsanAuthoranddue date (one weekunless
otherwise noted) under“ArticlesinQueue”.
2. Authordraftsthe article.
3. Once the Author hascompletedthe article,they checkoff the corresponding“to-do”andfollow
the “Article WritingProcess" processbelow.
Article Writing Process
1. Ifthe article isbasedon a video,the ProjectManager followsVideoProcessbelow.
2. Author createsa newto-dounder“Articles ThatNeedEditing”.For'personresponsible',
add an Editor and seta 2 day due date.
3. Author will thenuploadtheirarticle underthe comments.(Savedasa worddocumentin
.DOCXformat,and labeledwiththisformat:documentname_version#_date - date mustbe
inMMDDYY format(ex:061214)).
4. Editorproofreads,trims,andaddsadditional mediasuch aslinksandpictures.
5. Editor createsnewto-doforSenior Editortofinalize draft.
6. SeniorEditorreviewsandapprovesdraft,assigningwhichpublication togive article to.
7. Editor placesarticle onpublicationandalertsthe contentmanagerforsaidpublication,
trackingfor whenit's published.
8. Once article ispublished, Editorfollows"AmplificationProcess"below.
Video Process:
1. Videographeruploadsthe videoandaddsa to-dolistedunder"VideosforEditing".
2. VideographerassignstoaVideoEditor witha 4 day due date set.
3. VideoEditor createsa new“to-do”under“Videosthat needtranscription”andassignstoa
Transcriptionist (Set2 day due date).
4. TranscriptionistnotifiesProjectManagerwhen"to-do"isfinished.
5. Project ManagerassignsanAuthorto complete the summary andcreatesa "to-do"inBasecamp
witha 2 day due date.
6. Once the Author completesthe summary,the Authoruploadsthe article andfollowsthe “Article
WritingProcessin Basecamp" processabove.
AmplificationProcess:
1. Editorcreatesa "to-do"under'Articlesto be amplified',assigningan Amplifier.
2. The Amplifierpoststhe article onthe respectivesocial mediapages withappropriatetagging.

45. 3. Amplifierresearchesrelevantaudiencesanduse social advertisingplatformsand promotesthe
article viapage post to these audiences.
4. Amplifiertracksadperformance tocampaignend,providingareportonhow well the article did
virally tothe Project Manager.
Amplificationcheck list
Your contentmachine isrunning smoothly,andisreadytoscale. You'll be usingpaidsocial advertisingto
getyour articlesnoticedbyinfluential people
□ Have $1 perday ($30 / month) setaside foradvertising.
□ Make yourfirst micro targeted adaimedat newspapersandpublications.
□ Have your content quotedbya major newspaper/publication(EX:WSJ.com)
□ Recruitan editortohelpwithscalingcontentproduction.
□ Recruitan authorto helpwithscalingcontentproduction.
□ Work out a contentschedule involvingyourteam.