The Art of Guest Posting

By | December 2, 2015

Left and right, entrepreneurs and businesses are using blogs to help
build their businesses. From transparency blogs, which follow a
journey, to straight up authority resources, people still like to read,
and content marketers who can give them something nice to look at and
valuable to read will have no problem expanding their reach with a blog.

While there are a number of ways to start gaining initial traction and
readership, few are more effective – provided you’re willing to put in
the time – than a genuine guest post. Guest posting doesn’t have the
SEO and backlink umph that it used to, but it certainly is still highly
effective as a means of leveraging an already established audience or
readership to help grow your own.

Unfortunately, the way that many people go about guest posting is, well,
just plain awful. They reach out with cold emails, beg, plead, or send
half-baked ideas to editors and bloggers that have way too much on their
minds to entertain the thought of babysitting someone who isn’t willing
to put in the effort. Let’s learn how to overcome that.

Guest posting is about leverage

Leverage is a two-way street, and when you’re guest posting, you have to
understand that you need to be able to offer another blog owner enough
value that they are willing to give you their readership. Essentially,
they’re risking their audience and credibility by letting someone else
pen something for them, so they need to be convinced it’s worth their
while.

This generally comes down to two factors:

Can you write as well and generate as good of a post as their readership
is used to, and

Is your own audience, who you will be promoting your guest post to,
large enough to help garner the blog owner some new owners.

The first is qualitative, and something that some people will just be
naturally better at, and to develop with practice will take lots of time
and study. The second is much more easily measurable and readily
apparent: if you pitch a blog post to someone who gets 10,000 daily
readers, and your social media followings are hovering in the 100-200
range, they probably aren’t going to see how putting the time in to
partner with you is worthwhile for them, as there isn’t a large
potential to gain new readers.

Instead, work on a stepping ladder type approach, in which you work with
those who are just a small notch or two above you. If you get an
average of 20 shares or so on each of your posts when you write it, look
for blogs in the 50-100 per post range, this is a level of engagement
that is above your own and is growing, but it’s not excessive and
doesn’t indicate someone who is going to ignore you completely.

As you progress with this technique, you will be able to reach out to
larger and larger bloggers each time, and before long you yourself just
might be one of the big guys.

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