Try Guest Blogging as Part of Your Content Distribution Strategy


Archie, created in 1990, was the first search engine. It searched listings rather than website content. Today, the complexity of search engines is mind boggling. There are purportedly hundreds of factors in Google's search algorithm, which decides how prominently your webpages will be previewed on search results pages. The amount of content being published is staggering, as well. It's difficult to distribute content because of all this competition, which is why writers are turning to guest blogging.

Influencers are people with lots of followers on social media, Youtube or blogs. Influencers who mention a brand or a person instantly give that brand or person a lot of exposure. For example, if Serena Williams or Donald Trump mention you on Twitter, millions of people are going to see it and lots of them are going to start following you. If you're a decent writer, a good way to get exposure is to write a blog article for a well-known site. It's like earning influencer-sponsored content distribution.

Pitch Your Article

You want to be published on a site with a lot of traffic, ideally. The brand new sites with no readership will be happy to host your article but you'll be getting very little traffic to it, at least at first. Just keep pitching your article until someone at a more popular site decides it's worth sharing. You can publish on a lesser-known site if you think it's going to blow up soon. It wouldn't hurt but save your best articles for the popular sites. It's called "content distribution," not "content hosting," after all.

Many websites have a page dedicated to contributors, which will give you the information you need to pitch your article. Here's a useful guide to 11 such popular sites, from Hubspot.

Write an Author Bio

Without mentioning your business in the text of your guest blog article, you'll need to boost your content distribution by making sure your bio is displayed on the page. For an in-depth guide on writing a strong bio, see About the Author: How to Write a Quality Author Bio. If you don't have time to read the whole thing, at least have a look at the checklist in the second section.

What you're hoping for is that people read your article and then decide to follow you, maybe even contact you or purchase from you directly. Before you decide to let someone publish your writing, make sure they will publish your bio on the same page.

Include a CTA in Your Author Bio

This is one of the items in the aforementioned checklist and we think it's one of the most important. CTA is an acronym for "call to action." Everything in your bio should help convince the reader to take an action, which you will specify. For example, "Follow me on instagram! @yourinstaname" is a good CTA if you want to gain instagram followers and have a good idea of what to do with them. You could also link to your blog in the CTA and ask people to read more of your articles. 

Only ask your readers to buy from you directly if you think they'll really want to. That is, when you think the readers who find your article and read it will have enough incentive to convert right away. A CTA saying "buy now" could be offputting if it seems out of place or too forward. On the other hand, if your article explains the basics of setting up an AdWords campaign, it would be fitting to ask your readers to check out your in-depth guidebook for AdWords users. The conversion rate will depend heavily on the quality of the blog article, though.

isoTree specializes in targeted PPC lead generation, boosting revenue quickly and efficiently. Learn more about our OptimalAd technology here.

David Kalla