Download - Bootstrapper's Guide to Guest Blogging
BOOTSTRAPPER’S GUIDE �TO GUEST BLOGGING �
By @DavidSmooke �SmartRecruiters’ Director, Content & Social Media�
Startup… like, Right Now!�
“We’re Already Doing It.” �
#LeanContent �
Free(-ish) Impressions Are a Startup’s Best Friend.�
Why Me? Why, You. �• 1st Marketing Hire,
@SmartRecruiters (no budget) �• Moved Publications from
monthly to daily�• SmartRecruiters Blog: 225+
authors, 150,000+ monthly pageviews, & I’ve written on 50+ Quality Blogs �
• I challenged myself, “Can I publish someone else everyday on our blog, and guest post once a week on another blog?” Ultimately, not the long-term solution,* but useful mindset for early stage startup�
*voice: your blog needs your voice, and its volume is measured by link backs. �
What Content Do Publishers Want? �
1. Remarkable & Relevant Content (Writing, Experience, Circumstances, Innovative, i.e. Why Your Message is Extraordinary Today) �
2. Existing Relationship (Partner, Customer, Friend, etc.) �
3. Your Audience (…when the tables have turned…) �
��
Obligatory White Board Content Explanation! �
Smooke Original: Iteration #2�
Guest Posting: The 5 Principle Benefits �
1. Headline: the What �– the Details, Social Sharing & SEO �
2. Content Creation: the How �– the Details, outline & timeframe �
3. Audience: the Who �– the Details, hosting, link backs & new friends �
4. Distribution: the Where �– the Details, collaborative marketing & re-engage-
able audience �5. Awareness: the Why�– the Details, growing brand & traffic ���
Headlines�
• Social: Would X,Y, or Z tweet that? �• SEO: Can we win this search term?�• How does growing relation to headline benefit �
both author and publisher? �
Content Creation�
• Timeframe: You miss it, opportunity may go extinct.�• Outline: 1 sentence & 3 bullet point pitch & it serves
as clear agreement on what’s to come.�• How can your content benefit their reader and serve
as a native ad for your startup? �
Audience �
• Hosting: 1. PageRank 2. Relevant Keywords �• Link Backs & New Friends: Long-term value for
you and your startup.�• Re-engage with everyone who gains benefit �
from your guest posts.�
Distribution�
• Collaborative Marketing: Social channels, email count, comments, subscribers. Know who is sharing to where before publication.�
• Re-engage-able Audience: My term (please spread) for audience members that you can market to again.�
• How does distribution benefit each party?�
Awareness �
• Branding: Is this aligned to my brand? Uncover your brand’s flexibility/rigidness. �
• Traffic: Monitor initial traffic bumps, but also long-term growth rankings of keywords. �
• And how will this benefit our ability to take the next step?�
TIME TO CREATE �
Group up:�Why Guest Post? What Hidden Values Do
You See? ��
“From the Feet Up.” �
TWEET, @DavidSmooke �CONNECT, Linkedin/in/ClarkKent �
�http://www.smartrecruiters.com�
http://www.smartrecruiters.com/blog ��