Some people say that guest blogging is dead, but Neal Schaffer disagrees. Content curation is a great way to have enough content to share, and it’s beneficial for both business and the content creators. How? This week, Neal talks about the importance of building those relationships between brands and influencers: how organizations can strategically partner with bloggers, and work with them to create a mutually beneficial relationship that leverages each of their networks.
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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant, founder of Maximize Social Business, The Social Media Centre of Excellence and the Social Tool Summit. Neil Schaefer Thistles. Neil Schaefer Welcome to another episode of Maximize Your Social Wherever you Are in the World. I am at my office here in Orange County, California Last week I was at the Social Media Strategy Summit in Las Vegas. Really great event. I did the closing keynote on something new that I haven't talked about, but I'm excited toe share new content about about future proofing your social media program, and you'll be hearing a lot more about that in the near future. I was hoping to get an interview or two while I was there, but it was just, you know, you go to a socially the conference. It's just a crazy time. Right meeting. Ah, lot of great folks, a lot of great contents and well, those memories unfortunately, will not make it to this podcast. But the experience is obviously live on in everything that I share today I want to talk about an email that I got. And I know I've been promising you some information, this part to social selling podcast, which is gonna come. But I always like to keep these podcasts fresh by dealing with, you know, clients or questions or or things that happened in the world social media over the last few days. So a few days ago, I got an email. Now the topic for today is guest posting. This is a blogging topic. We all know that social media is the convergence of information and communication. And when I talk that social media strategy, someone I said, Okay, let's break it down into two Easy Part's right, its content and its communication slash engagement. So this is the content side. There's content curation. When you want to share a lot of content and you don't have enough your own content to share, or you don't want to just be talking about yourself. Or maybe you want to amplify the voice of your fans, whatever it might be. Right there, there's a need for curation guess. Blogging, in essence, is the curation of original contents. Four year old website now that content isn't necessarily authored by you could be offered by someone else. We all know from an S e o perspective that you know, people want to get blood because they want to get that link going back to their site. That's used included in the bi, although it could be included within the text of a block post and blogger owners or businesses with blog's want to have guest bloggers because it helps lessen the burden of content creation. And it's part of the social media program. That is probably gonna be the most time or resource intensive part of your operation. So that's sort of the back ground of guest posting. And there are sites where you can hire guest block post you can. Obviously, instead of doing it that way, you can hire ghost writers, which some companies do. But you no guess, posting this sort of here to stay. I know Google had announced that, you know, we're gonna look down on guest posting and there's a lot of confusion in the marketplace. But let me tell you this. The guest posting is alive and well. Okay? No, I want to look. It gets posting from two different aspects from the aspects of you. Whoever you are of writing a block plus for someone else in the flip side, if your business having people write block post for you now this email got is interesting. I wrote a guest post for a company. And to be honest with you, I'm so busy with what I d'oh and there's so much content. Want to create my own brand? I don't do as much guest posting as I used to do. Now this brings up the concept of the food chain right when you're just getting started and someone contact you for an interview or someone put you on the top 100 list or you know you have an opportunity to to blog's somewhere else, you do it because you want to get your name out there right, and that makes total sense. But as you get your name out there, you start thinking Well, I could guess post on this site that really doesn't have much traffic. It has, you know, very, very low Google Page rank. It just doesn't seem to yield that much influence, or I can guess post on a site that has more influence and you sort of work. You wanna work your way up the food chain because people don't scale, your time is limited, and if you could only have time to write one or two guests post a month, you want to do it. Where you going to get the most bang for your buck? Or, in this case, bang for your content to your time? So that's really the background of guest posing now my whole concept, because I could guess, posted a lot of from sites I choose not to. I really want to have my best content maximize social business. But everyone's tomorrow. If a company reaches out to me and I haven't gets posted for them before, I will do that. If I think it helps me yield not leadership, you know it opens up a new crowd to me, and it helps me build a relationship with that company. I'm all about relationships, and that's sort of my background in B to B sales, and I think that's what's helped carry me far in social media. It's also sort of the defining value. I have an elected guest blogging, and I'll get to that near the end of this podcast. So the email I got, I wanted to reach out to you let you know that we've done some and I'm reading the email. Obviously, we've done some analysis of our guests blogging program, and your post was by far our most successful. It received over 5000 page views and 1000 social shares. In addition, the Post touched over 600 of the leads in our database and generated 30 new leads. Thanks again for doing this. Those are pretty incredible stats. So if you question the are live blogging, obviously you need to have this company probably has a hub spot or something set up where they can see who is on their website, what content they're looking at. And finally, when they convert, where did they come from? And you know, their history of tracking what have you. But if you have that in places, it's pretty incredible to be able to generate this data that shows the Arli of having original content. Even if that content wasn't created by you in this case, it was created by me so you can see from a company perspective bringing fresh perspectives on pretty active and social. I get to attract a new audience that hopefully will click back, learn more about me, become a customer mine in the future. You'll thought leadership, because I'm on their block and they get incredible are live because this new content and maybe because I shared it a great deal on social and have a large social following, maybe that helped them established more thought leadership as well within their own prospect database. Right and I may be introduced new people as well. That weren't users of whatever software they have. But you get the feeling that people ask about the R Y blinding that don't get it. This is like the most concrete case Steffy. I can offer you from one block post of I don't know, 1000 words or whatever it might have been. So I'm really happy to have been able to contribute that. And when I do things, I want to do things big. You know, I think it was pro blogger Darren Rose, who said, Whenever you guess Blawg, you want to save your best content for guests blog's because that's where you reach a new audience and hopefully your guest blogging on a site that has influence. So this was a success from their perspective and from my perspective. Now, if you as a business, or maybe you're a small business owner, whatever position you may be in and you want to start recruiting guest bloggers, you run into a problem because ideally, you want a guest blogger that is obviously an expert on what they dio. You want them to write about content that's relevant to your site, and hopefully you want them to be so proud of their content that they're gonna share it as well so that you get the access, this new network and even, you know, from from employ advocacy data, we know that there's usually very little overlap between a brand social following and their employees. Chances are any guest blogger out there has a different social following than your brand social following, and there's probably very little overlap as well. I'm just gonna generalize on that, but I think generally that is true. So it really comes down to choosing the right person and probably if you're a company or you have a blogged, you get pinned by lots of people saying, Hey, I want to contribute this article or, you know, you know, there's a lot of S E O companies that will go out there trying to get their clients content onto your website. There's a lot of fake people out there and you know, these people just have a name and an email address. They don't even have a website. They don't even say the word and sometimes give their full names. So there's a lot of anonymous people out there that you really want to try to avoid. It's all about ideally the relationship, because if they're successful once, you wanna have them again, right? And through that relationship, who knows what might happen? You may have found a great content writer that you can rely on for other projects for your company, E books and white papers and so on and so on. So that's why I created maximize social business. You know, I started out as an individual blawg. I used to get guests block post requests, and some of them didn't make sense. But when some of them pitched me a topic that I thought made sense, I had them guess Vlog and Then I got e mails like, Hey, can you please delete out this back ling to our company? And maybe this was after the Google Penguin update. You know, Google sees this is being an irrelevant site to what we do, and it's because the content was relevant to my site. But the back Linc went to some random, you know, moving company in Australia that just was trying to kill Pai clings. And so it really got me thinking. And when I started getting more and more of these requests, I thought to myself, You know, I don't want a one night stand with content creators. It leaves no value for blawg toe, have just one contribution from one person. Unless they're, you know, if I could get a guest block post from a guy Kawasaki or you know, a Brian Solis, it's one thing. But if it's not of that caliber, it sort of, I believe, cheapens the blogged, especially when it's these anonymous profiles. No matter how good the content is. Who are these people? Were they and social media? What do they represent? Where the companies they work for outside of, you know, the link That's in their profile. So that's where I embarked on, really, you know, evolving from the old block of women networking to maximize social business is saying, Hey, let's work together. The idea about guest blogging is you want to block on a platform that's bigger than yours? Well, by all of us getting together and sharing each other's content through our unique networks, we can reach just a broader audience. And it's about the platform. And that's where I went from women that working to maximize social business. When I realized that it wasn't my blogger anymore, it was our blood. It was our platform. But today I still stick to that mantra that says its unique content. And it's a commitment, and I want that to happen to be at least a year. So I still get random emails. Hey, I have this one piece of content that love the, you know, sharing your site. No, I don't want your content. I want a relationship. And through that relationship, I think bloggers are gonna create the best content and it's gonna be more genuine. It's gonna be more transparent. It's gonna lead to better things in social media for your brand. So if you're thinking of having guest bloggers, that is sort of the route that I would take and really concentrate on that relationship and understand who they are and what they're our ally is because I've had people signed up a maximize social business to block for over a year, and I've had some quit, like even after a month of three months saying Sorry. You know, for whatever reason. Now I I don't not trust these people. I trust each and every one of them. But on the other hand, I realize that you need to see the R y of guests blogging. Otherwise, you're just going to stop doing it and go to other sites or constant in your own site. So I'm pretty passionate about, you know, showing the r a y two people of what they've done and hopefully delivering our right to them. And this is a great example of, you know, I've never had a brand reach out to me say, Hey, thanks for your guest block post. This is this is the result of what you did for us and actually show me the data. So you know, if I wanted to do it again, obviously, and they want me to do it again. I can get pretty broad coverage and get a lot of people reading my content, which is a great thing Now. That's if your brand and you want to bring on guest bloggers, and I'm not going to say it's the best practice because, you know, it's part of an employee advocacy program. I'd love to see you having your employees create content. I love to see your customers great content your partners. You don't necessarily need to reach out to bloggers, but it's part of an influencer marketing program. You know, having influences guess Block for you is one of the many things you can do. And you know it may make sense to some company, So that's the guest. Blogging for brands. What about you as a social media marketer or whatever role you have in a company or for yourself of guests blogging for others? Once again, it's about that food chain and understanding where you are and always trying to get our ally from reaching ah, broader audience. Look at the blog's look at how they share the content of their contributors look at the site and, you know, is there even a author bio for the controllers? Is there like an author's page? I go to a lot of sites where I see a guest bloggers that from I wonder, is there a list of all the different bloggers on the site? And there isn't even a list, right? I think if you look back to my social business, you'll see that every author is featured both on a widget on the side on the front page on every page. Actually, as well as you know, there's actually a menu for the authors and the authors. You see, there obviously are only the active authors, but even the inactive authors that a blood in the past have robust bios at the bottom of all their block post. So that's something I need to ask yourself. The other thing is, when you guess Blawg, what is the R y from the other side? And this is the thing that sort of got me about guest blogging from, you know, the flip side. Obviously you want to work your way up the food chain and you wanna guess post on bigger, bigger sites But at the end of the day, you're feeding the content machine of someone else, right? You're not part of a platform like a maximize social business, which is, you know, the closest thing to a Cooper commun. You're more like doing it so that that business or person doesn't have to block themselves. And therefore, when you go to the site, is it overly blatantly promoting a person or a product? And do you want to be affiliated with that? Do you want to be part of that knowing that you're content is working for the benefit of others? So when this business reached out to me with this email, it's like, Wow, that's sort of one sided because if you think of the value that they got from the Leeds versus the value that I might have gotten from a few people subscribing to the our sense of my own website, there's an imbalance there, right? But obviously it's PR for me and there's a value in the PR and you need a way that right. So that's the other thing you need to think about is sort of the balances, the fairness, the food chain, the R a y from the other side and the relationships right, Making sure you pick the right places where you want to host your content. Content is precious, right? It's just a professional's always say, with linked in our networks are most important assets as a content creator, where you publish your content is a critical aspect that you need to give a lot of thought to. So you know, the Net net of this podcast is that guest blogging is here to stay guest Blogging has our ally both from a business last brand perspective of recruiting others to block for them as well as for you if you are a blogger or a content creator. But hopefully the parameters airframe worker guidelines that I talk about this podcast will hopefully get you stopping from just randomly accepting or guest blogging when there's opportunities to being more and more strategic about it in the making. Sure, you know, right now on, everybody loves content creators because there's just a need for so much content and businesses, like I said, just don't have the resources and all they can pay, have a ghostwriter, make something they're always going to get a better result when they have a blogger with unique experiences with the unique network. That's gonna also share that social when they can provide that content. So you, as a content creator should demand more for your content. And businesses and brands should perhaps value content creators Maur than they currently d'oh. And that's why, with my own maximize social business, I try to be passionate about promoting the content creators because I think they in the world of social in the world of content marketing, they probably deserve a little bit more respect then what they're getting so respect the contents, respect the content creators. Maybe that's the net net of this podcast. Those are my thoughts. Like I said, this podcast, You know, we cover a wide range of things in the world of social media, the business and social media. If there's something you want me to talk about, Hey, ping me, email me. I really appreciate all your comments on iTunes. We had to relaunch this podcast on iTunes, so we lost a lot of reviews. If you're one of those people who wrote one of the views that really be honored, if if you could rewrite that review you had for me. Or if you've been listening to the podcast and find value in it, I would appreciate your comments and your sharing and social media as well. But for this week, that's it for another episode of Maximize Your Social and Wherever you are in the world. Well, we're gonna talk to you next week, but for now, make it a great social day. But everybody, thanks for listening to maximize your social. We appreciate all of your iTunes descriptions, ratings and comments. If you would like to appear on the show or recommend content, please contact Neil Schaffer at Neil at Maximize Your social dot com. Please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social Media, c o e dot com, as well as Neil's first social media event, the Social Tool Summit, which will be in Boston on May 12th. Thanks again and make it a social day