Jenna Campbell
In 2012, Jenna Campbell made a life-changing decision. She left her role as a purchasing manager to become a full-time mother to her three children. This wasn't just a temporary break; it was a six-year commitment to focusing on her family. As her youngest child approached elementary school age in 2018, Jenna found herself at a crossroads. She felt ready to contribute financially to her household again, but the idea of returning to a traditional 9-to-5 job didn't sit well with her. With young children still at home, she needed flexibility and a way to balance work and family life.
Jenna had always harbored a passion for home decor. Over the years, she had spent countless hours reading home decor blogs, implementing ideas in her own home, and dreaming of one day starting her own blog. This long-standing interest would soon become the foundation of her new career path. Let’s get right into her story.
Starting lantern lane designs
In 2018, Jenna took the plunge and launched her blog, Lantern Lane Designs . This wasn't a decision she made lightly. Despite being an introvert and having limited technical knowledge, Jenna approached blogging as a serious business venture from day one. She knew that to make this work, she needed to treat her blog as more than just a hobby.
Jenna's determination was evident in her approach. She spent time researching the blogging industry, learning about content creation, and understanding the basics of web design. Even though she felt out of her depth at times, Jenna pushed through her comfort zone, recognizing that this was an opportunity to build something meaningful and potentially lucrative.
The name "Lantern Lane Designs" was chosen to reflect the warm, inviting atmosphere Jenna wanted to create with her content. It symbolized lighting the way for others in their home decor journey, just as she was finding her own path in the blogging world.
Early struggles and adaptations
The first year of blogging was a steep learning curve for Jenna. She often jokes that she learned more in that single year than she did during her entire four-year college education. Initially, Jenna planned to focus heavily on DIY projects, thinking this would be her niche. However, after a few failed attempts and realizing the limitations of this approach, she quickly understood the need to diversify her content.
This realization led Jenna to expand her focus to include affordable home decor ideas. She found that this broader approach not only aligned better with her skills and interests but also resonated more with her growing audience. The shift wasn't easy, but it taught Jenna an important lesson in flexibility and the need to adapt to both her own strengths and her readers' interests.
During this time, Jenna faced numerous challenges. She had to learn about website management, content creation schedules, photography, and the basics of search engine optimization. There were moments of frustration and self-doubt, but Jenna's passion for home decor and her determination to succeed kept her going.
Breaking through to profitability
Jenna's persistence paid off two years into her blogging journey. The turning point came when she was accepted into Mediavine, a premier ad management company. This partnership marked the beginning of a steady income stream from her blog. Mediavine's requirements for acceptance are quite stringent, including a minimum of 50,000 monthly sessions, so achieving this milestone was a significant accomplishment for Jenna.
Last year brought Jenna her biggest paycheck yet, a moment that left her amazed at what her "little blog" had achieved. This financial success wasn't just about the money; it was validation of her hard work and proof that her blog had real potential as a business.
The journey to profitability wasn't always smooth. Jenna experienced months of minimal earnings, questioning whether her efforts would ever pay off. However, she continued to invest time in creating quality content and building her audience. This consistent effort, combined with strategic partnerships like the one with Mediavine, eventually led to the financial breakthrough she had been working towards.
Traffic and revenue insights
Today, Lantern Lane Designs attracts over 100,000 monthly visitors, a number that Jenna couldn't have imagined when she first started. Interestingly, 70% of this traffic comes from social media platforms, with Pinterest being a major contributor. The remaining 30% is from organic search, showing that Jenna's efforts in SEO are also bearing fruit.
This impressive traffic has translated into substantial earnings, with Jenna's blog now generating $98,750 annually. Breaking down her revenue streams, $88,875 (90%) of her income comes from advertising on her site. The remaining $9,875 (10%) is derived from affiliate sales through platforms like LTK (formerly LikeToKnow.it) and Amazon.
Jenna's success with advertising revenue highlights the importance of building a sizeable, engaged audience. Her ability to attract and retain readers has made her blog an attractive platform for advertisers, leading to higher ad rates and increased earnings.
The affiliate income, while a smaller portion, represents an area of potential growth for Jenna. It also demonstrates her ability to recommend products that resonate with her audience, building trust and creating additional value for her readers.
The impact of viral content
Jenna's journey highlights the potential impact of viral content in the blogging world. A few of her popular posts gained significant traction, demonstrating the lucrative nature of blogging when content strikes a chord with a large audience. These viral hits played a crucial role in boosting Jenna's earnings and visibility.
One such post was about Ikea furniture hacks, which resonated with readers looking for affordable ways to customize their homes. Another viral hit focused on interior design trends for 2024, showcasing Jenna's ability to spot and write about emerging styles in home decor.
While these viral posts have since stabilized in terms of traffic, they had a lasting impact on Jenna's blog. They attracted new readers, many of whom stuck around for her other content. The viral successes also boosted Jenna's confidence and showed her the potential reach of her blog.
Even without the viral posts, Jenna's blog continues to perform well, maintaining its six-figure annual income. This success has shown her that "the sky really is the limit" when it comes to blogging potential.
Pinterest: Driving traffic and growth
When it comes to driving traffic to her blog, Jenna credits Pinterest as her primary marketing tool. Unlike many bloggers who rely on scheduling tools, Jenna adopted a manual pinning strategy based on the "Pinterest Strategies" course by Carly Campbell. This approach has proven highly effective in attracting visitors to Lantern Lane Designs.
Jenna's success with Pinterest stems from her understanding of the platform's visual nature, which aligns perfectly with her home decor niche. She creates eye-catching pins that showcase her blog content, using high-quality images and compelling titles to attract clicks.
Her manual pinning strategy involves carefully timing her pins, engaging with other users' content, and continuously analyzing what works best for her audience. This hands-on approach allows Jenna to stay on top of Pinterest trends and adjust her strategy in real-time.
While Pinterest remains her primary traffic source, Jenna isn't putting all her eggs in one basket. She's actively working on expanding her presence on other social media platforms like Instagram and Facebook. Additionally, she's focusing on building her email list to create a more direct line of communication with her audience.
Balancing SEO and reader-focused content
While Jenna acknowledges the importance of Search Engine Optimization (SEO), she advocates for a balanced approach. She believes that new bloggers shouldn't focus solely on SEO, especially in light of recent Google algorithm updates. Instead, Jenna emphasizes the importance of creating content that truly resonates with readers.
For keyword research, Jenna uses tools like KeySearch and keeps an eye on trending topics on Google and Pinterest. She also plans her content strategically, creating seasonal posts months in advance to allow them time to rank on Pinterest before the relevant season arrives.
However, Jenna's primary focus is on writing content that her audience will find valuable and engaging. She believes that by prioritizing reader experience, she naturally creates content that search engines will also favor. This approach has helped her maintain a balance between SEO-optimized content and articles that truly connect with her audience.
Content creation approach
Jenna's content creation process is deeply rooted in her personal experiences and interests. She draws inspiration from her own home projects and considers what she would enjoy reading as a consumer. With over 200 blog posts under her belt, Jenna aims to publish new content once a week, though recently it has been closer to twice a month.
When creating content, Jenna follows a structured process:
- Idea generation: She keeps a running list of potential topics, often inspired by her own home projects or questions from her readers.
- Research: Jenna thoroughly researches each topic, ensuring she provides accurate and valuable information.
- Writing: She focuses on creating engaging, easy-to-read content that provides practical value to her readers.
- Visual content: Jenna takes her own photos or creates graphics to accompany each post, recognizing the importance of visuals in home decor content.
- Editing and optimization: Before publishing, she carefully edits her content and optimizes it for both readers and search engines.
This approach has allowed Jenna to consistently produce high-quality content that resonates with her audience and contributes to her blog's growth.
The role of quality photography
Stunning visuals are essential for home decor blogging. Jenna uses exclusively her own photos, investing time and effort in improving her photography skills. She recommends using a good camera and editing software, citing her Canon EOS 6D Mark as her go-to equipment.
Jenna's commitment to high-quality photography sets her blog apart. She believes that beautiful, original images not only attract readers but also keep them engaged and coming back for more. Over time, she has developed her own photography style, which contributes to the unique aesthetic of Lantern Lane Designs.
Her top photography tip is to
"make sure your photo is clear, not overly exposed, and that the image is straight and not distorted."
Jenna also emphasizes the importance of styling shots to create visually appealing scenes that inspire her readers.
Overcoming blogging challenges
Like any entrepreneur, Jenna has faced her share of challenges. The biggest hurdle has been maintaining motivation during tough times. She describes blogging as "riding a roller coaster with your eyes closed," emphasizing the importance of perseverance through both highs and lows.
"There are so many highs and lows with blogging," Jenna shares. "I have some really great days and some awful days. Those awful days make me want to throw in the towel, but I know if I keep on going, the good days will come back."
Some specific challenges Jenna has faced include:
- Technical difficulties with her website
- Dealing with negative comments or criticism
- Balancing blogging with family responsibilities
- Staying motivated during periods of slow growth
- Keeping up with constantly changing social media algorithms
Despite these challenges, Jenna's passion for home decor and her commitment to her blog have kept her going. She views each obstacle as a learning opportunity and a chance to improve her skills and her blog.
Celebrating key achievements
Among her proudest achievements, Jenna recalls having her front porch featured in HGTV magazine. This recognition served as a significant morale boost early in her blogging journey. Being acknowledged by a major publication in her niche validated her work and opened doors to new opportunities.
Jenna also takes pride in building a successful online business as an introvert with limited technical knowledge. "Somehow, the fact that an introvert like me, who barely knows anything about technology, can start a business sharing what they love to do, is pretty amazing," Jenna reflects.
Other notable achievements include:
- Reaching 100,000 monthly visitors
- Earning her first four-figure month
- Being invited to speak at a blogging conference
- Collaborating with major home decor brands
- Building a engaged community of readers who regularly interact with her content
These milestones not only mark Jenna's personal and professional growth but also serve as inspiration for her to continue pushing her boundaries and growing her blog.
Lessons learned along the way
Reflecting on her journey, Jenna wishes she had paid more attention to building her email list from the start. She recently had to rebuild her subscriber base from scratch after losing 4,000 contacts due to issues with her email provider. This experience taught her the importance of owning her audience and not relying solely on social media platforms or third-party services.
Other valuable lessons Jenna has learned include:
- The importance of consistency in posting and engaging with her audience
- The need for continuous learning and adaptation in the fast-changing world of digital marketing
- The value of networking with other bloggers and industry professionals
- The significance of diversifying income streams to create a more stable business
- The power of authenticity in connecting with readers and building a loyal following
These lessons have shaped Jenna's approach to blogging and continue to influence her decisions as she grows her business.
Conclusion
Jenna Campbell's transformation of her home decor hobby into a six-figure blogging business offers practical insights for aspiring bloggers. Her journey with Lantern Lane Designs underscores the importance of consistent, quality content creation and the need for adaptability in both strategy and income sources. Campbell's experience highlights that success in blogging often requires years of dedication, continuous skill development, and a genuine connection with one's audience. Her story demonstrates that overcoming challenges and leveraging one's unique perspective can turn a passion project into a profitable venture. Ultimately, Campbell's path from hobbyist to professional blogger illustrates that with persistent effort and authentic content, it's possible to build a thriving online business in any niche.
