Question

Topic: Strategy

Best Approach For More Publicity - Guest Blog Post

Posted by Anonymous on 1/17/2013 at 12:00 PM ET 500 Points
I work for a marketing firm, and was asked by a business associate to do a guest blog post for Red Wing Software, and that post just went live this morning at https://redwingsoftware.com/Blog/post/2013/01/17/9-trends-and-tips-for-cost.... The post is titled "9 Trends + Tips for Cost-effective Digital Marketing in 2013".

We have a blog on our Vision Design Group website, at https://www.visiondesign.com/blog/. Note that my blog article also has links to other blog posts in the article I wrote for Red Wing Software. My question is, how do I get the most mileage out of this guest post? Should I do a post on our blog that refers reader to to the post on the Red Wing Software website?

Open to suggestions, I am new to guest blogging and looking for ideas to take advantage of this opportunity.
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RESPONSES

  • Posted by Gary Bloomer on 1/17/2013 at 12:36 PM Accepted
    Yes, do the reference blog post. You might also want to start discussions on elements related to the post in relevant LinkedIn groups, in which you link to the article. Likewise for related groups on Facebook, and via Twitter.

    You might also want to search for blogs in related topic areas in which you find related articles that you then contribute on, and in which you also reference your article as a casual aside. All these posts need to be casual in nature so that you come across as someone passing on interesting content. If your posts sound too promo-based and too "Click my link because, hey! I'm so cool!" you'll sound ... well, pushy.

  • Posted by Jay Hamilton-Roth on 1/17/2013 at 1:16 PM Member
    It depends what your goals are. Are you trying to say "I'm good enough to write for Red Wing, and I can write an article for your site also"? Or, "Red Wing thinks I'm an authority"? Or, "Here's an example of my smart thinking. Hire my services"?

    If you can, ask Red Wing for stats about viewership of your article. That'll help bolster any claims you make, especially if you get good clickthrough to your site.
  • Posted by Jay Hamilton-Roth on 1/18/2013 at 12:00 AM Accepted
    What's the impression that your prospective clients have of Red Wing Software? How well does your USP match the Red Wing Software niche? If there's a strong alignment, then definitely build on the association (using the normal social media channels, as Gary suggests as well as sending out an email and/or US Mail to your list highlighting "as featured on Red Wing's blog").

    Also, in your blog, place your own article with a backlink to the article on Red Wing's site. Again "as featured on" should appear prominently. Can you also write an article about guest writing articles on your site, to parlay what you've learned about the process (including any tips we pass along here) to your clients - again showcasing your communication/SEO know-how?
  • Posted by Moriarty on 1/18/2013 at 3:29 AM Member
    A question: you say this post was about Red Wing software, yet you don't mention it once. Nor do you allude to it or the benefits it can offer your customers.

    The key to a successful blog post is that it deals with something specific in a way that hasn't been tackled before. It communicates it in easy language (the reading age of your piece was 16yrs - I regard 9-11 as sensible). It speaks to the needs of your (their) customers directly*. Otherwise, the article is just another article that people will click on, struggle with the meaning ("Why are there only five trends when he said there would be nine?" - people don't do arithmetic unless they have to).

    What you really had a precis of nine articles in one. Making each one interesting and throwing away seven of them will give you a very interesting piece.

    [* You do need to know what they need, like and read in order to communicate this]

    Any help??
  • Posted by Moriarty on 1/18/2013 at 11:31 AM Member
    In my defence, I might suggest that they give you more room in their brief. You covered a lot of ground very thinly - that you had to does not make it any more effective. In terms of SEO, how good is it? Using a basic software program, your piece came out well optimized for Marketing and RSS. How are people going to access this article? Or is it only for those on your newsletter list?

    Googling **Cost-effective Digital Marketing in 2013** you weren't on the first 13 pages. (Admittedly, with the quotes "Cost-effective Digital Marketing in 2013" you were first ... and the second was this page though).

    As to a goal of more digital marketing awareness, surely after twelve years, this ought to be old hat? Now to be fair to you, most of the problems with digital marketing existed in the 1940s. That is to say, long before digital marketing was even dreamt of. That's for another day.

    I am sure there are those who are still behind the curve. That this should not be the case with some very good books available in most good bookshops is neither here nor there.
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