Branding David

Recently, a co-worker asked me how he could get blogs to allow him to post guest posts. And while it isn’t all that difficult, since most blogs are looking to have others write for them, it can take a bit of effort to figure out which blogs you should ask, and the process you should take before asking.

Here is my pretty simple formula for maximum guest post approval on the “right” sites. *The right ones being the type of sites you are most interested in.

1.) Go to AllTop.com or Technorati and find sites listed under the niche/topics/tags you are interested in. List them all out in a text editor or a spreadsheet application.

2.) Go to each site and check to see if it shows off its subscriber count. If it uses Feedburner and doesn’t have the subscriber count, add ~fc to the url before their feed name, and if Feedcount is active, it will show you their count. (http://feeds.feedburner.com/myfeed becomes http://feeds.feedburner.com/~fc/myfeed)

3.) Do a quick scan to see how many comments its articles get. This can also be a great way of judging popularity, if feed count is not available. Sites with more comments can be more popular and thus usually gets more inbound links.

4.) Remove sites from your list that don’t fit what you are looking for or filter them away to be done later when you have more time.

5.) Take the sites that are left and check their Google PageRank, Alexa, and Compete rankings. While not a perfect judge, this too can help you determine the size or popularity of a site, especially in the USA and even more so when creating a measuring stick for sites in the same niche.

6.) Next, take the ones you’d like to target and run their sites through PostRank. Look at their more popular posts over the last month or two, and start leaving comments. Don’t spam! These comments, because they are popular posts, give you the best chance of creating conversations, and gaining a little traffic through the link in your comment associated with your name.

7.) Once you’ve left comments for about a week or two, (might only be three or four, but fewer great comments are better than many forgettable comments) contact the author and ask if they’d be willing to publish a guest post from you on their blog. Be completely honest about what’s in it for you, and make sure to give them a good idea of your skill, expertise, and potential topic choices.

8.) If they say that they are interested, make sure to have the guest post ready quickly. I sometimes write guest posts before hand, and then fine-tune them for the site that it will be published on, thus saving time, and making it easier for me to get things published on sites willing to run my content.

The great thing about guest posts is that both people get something from the content. Guest posters get a platform that might be larger than their own, access to a community, and even a chance to get a natural looking link back to their blog. The blog owners get free content and hopefully a boatload of traffic and links.

While everything I’ve listed might not always be a factor in your guest posting work, I suggest making each guest post count for as much as possible towards your marketing and community growth efforts. In my experience, the acceptance rate is usually around 75% and up, and so for every ten sites you ask, make sure you have around eight posts or post ideas ready to go.

I’ve been thinking about Problogger.net for some time now, and watching how Darren is evolving the site, and one thing that has always bugged me is how many guest posts he features on his blog. Most of us aim for Darren’s success when we think about our own Problogging careers, and as such, getting a post featured on his site must feel amazing for those involved, but is Darren getting more than he’s giving?

Guest posting can be an awesome way to build up your own blog, and getting your posts on high powered, top tier blogs can be amazing for growth, but I haven’t heard much from those getting a guest post on Darren’s site about the effects on their own brands, sites, and goals.

Taking a look at the last month, from November 9th, 2009 to December 9th, 2009, I looked at the posts, and found twenty-two of them to be by Darren, and eleven to have been by guest posters. Out of the twenty-two posts by Darren, one was a video shot by someone else that he added a small commentary to, and a few were focused on Problogger.com updates, his re-launched newsletter and his e-book. Two were in depth reviews of blogs, leaving around fifteen posts written by Darren to help teach.

Fifteen posts in a given month of unique, original content organized to reflect on things he’s learned and help you blog better. I’d hazard a guess that most of us would still be deeply interested in his writings even if his blog only featured these fifteen posts, but with the addition of the posts done by guest bloggers, I begin to wonder what effects they have on the overall brand.

Darren gets more content, thus providing a stronger attachment to his own brand, and bigger net of keywords for grabbing search visitors. Guest bloggers get their content posted on an upper tier blog with a loyal audience.

Even if you wrote the best blog post on Problogger.net, I wonder how long it would grab people’s attention before Darren either adds another guest post, or puts up something of his own?

Also, as a reader, I wonder how these posts are being edited, filtered and controlled? Are we really receiving the best content available? Don’t we visit Problogger.net to read Darren’s insights?

Still to this day, despite Darren’s hard work to change this issue, people assume all posts that appear on the site were written by Darren. When this happens, it is probably a testament of how well written the guest author’s post was, but if people make such assumptions, where is the brand benefit to the contributor?

If more blogs were run in the same way, what would be the net effect for guest blogging as a whole? Would you give up one third of your blog to guest bloggers? Would you give up one third of your blogging time to write guest posts?

For me, I think it would be more valuable to my audience and brand building to have Darren guest blog on one of my sites rather than spend my time to guest blog on his.

For a very long time now, I have been a WordPress user. I have released free and paid themes, I’ve worked on a few different plugins, I’ve blogged about WordPress (Blogging Pro) and its community, and I’ve been part of two WordPress focused podcasts (WordPress Podcast and WordPress Weekly). I never reached the brand tie-in that many upper echelon WordPress fans have been able to reach, despite having been using the software, and touting its awesomeness for far longer than most. This limitation has been, in my mind due to my need to speak out on things that I find odd, unreasonable, and strange, as well as my inability to really connect with the people doing the amazing work behind the scenes.

My post today isn’t about my involvement with WordPress though. Instead it is about WordPress itself, and the unfortunate state of the WordPress community today. It isn’t the WordPress community of a few years ago. Things are a mess, and I feel like I need to stand up, one more time, and go over my thoughts on the current state of the WordPress project. Read the rest of this entry »