The Art of the Guest Post

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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.

1 Comment

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