Guest posting can increase awareness of your brand, create link authority, and ultimately generate qualified leads. However, that only happens if you pick publishers that have:
The trust of your target audience.
Topical relevance and authority.
Sufficiently large penetration in readership amongst existing authorities in your niche/vertical.
A big trap many fall into is not properly prioritizing their guest posting strategy along these three important metrics.
From the article “Becoming an Industry Thought Leader: Advanced Techniques for Finding the Best Places to Pitch Guest Posts” from Moz.com.
We commend Kristin (the author of the original article) for her out-of-the-box approach to discovering and vetting guest blogging opportunities and BuzzSumo for providing such robust data.
It’s definitely true that guest blogging is a powerful tool in your marketing toolkit. And it’s also true that guest posting without doing your research on the site’s domain authority, relevancy in your space, etc. is essentially just wasted time.
And we love Kristin’s approach…extracting data to spreadsheets, running analysis, and using the learnings to inform content marketing strategy. We live for this stuff…
BuzzSumo has many powerful capabilities that have earned it the recognition it deserves from content marketers and publishers. It’s great for discovering popular content and the publications and personas behind it.
But, as a producer of AI-powered content marketing tools, we know there is more than one way to address this challenge.
MarketChorus Resonance, our content intelligence platform, approaches the same problem from a different angle.
We ingest articles from thousands of websites every 15 minutes throughout the day, and use natural language processing to understand the context of these articles.
A quick search will return a list of any related content published within the last 7 days in major publications across the web.
Sorting these articles by their number of engagements quickly will quickly prioritize the results according to which articles are seeing traction on social media.
Armed with a comprehensive list of relevant content and the quantity of social engagement for each article, identifying good guest posting opportunities becomes a simple matter of finding out which sites accept contributed articles (most do these days).
Discovering good guest posting opportunities used to be a time-consuming, manual process. Now, tools exist to automate discovery, analysis, and even outreach. These days you’re only limited by how much content you can create, and not how much time you have to hunt for guest blogging prospects.
Be sure to read Kristin’s fascinating approach to discovering and vetting guest blogging opportunities on the Moz blog.