How to Maximize The Value of Your Guest Blog Posts: Part 1
Creating high-quality blog posts — or any content, really — is just as important as making the best possible use of it. “Maximizing” draws a line between hard work and smart work. When you set out to produce great content that will be enormously useful to the readers (your target market), you are going to have to work hard.
It can end there. But if it does, you’re not really squeezing the lemon for every drop of juice. In truth, you’d be leaving a lot on the table. With every genuine, high-quality, unique, and powerful piece of content comes a plethora of tactics you can employ to maximize its effects (ie, drive traffic, conversions, and social buzz).
But why do that at all? It takes a lot of time to compose content in the first place. Why pile on extra work by trying to maximize the blog post after it’s already been published?
The answer is simple:
1) You are creating more opportunities for content, links, conversions, conversations, and readership (all of which lead to a strengthened brand, greater trust, SEO value, and of course revenue).
2) You are reducing the need for “more” blog posts.
Publishing 20 different blog posts every month is a great goal to aim for, but once you establish such a routine, it can get either exhausting or boring. Every good blog post you produce opens up various avenues for exploration. These take time and effort, but they pay off better than if you spent the same time producing more blog posts.
So what can you do? Take a look:
1. Produce a Video
Videos are gold mines. If you can create simple videos relating to the content you publish, you can improve the quality of your rankings, visibility, virality, and readership. It works on a simple concept: If I show you a 2000-word blog post that scrolls for a long time, then a video associated with this blog post, you’ll probably choose the video.
Most people don’t want to read and read and read, if they don’t have to. Not every blog post can be converted into a high-grade video, but wherever it’s possible, you should do it. Videos can be as simple as animated text against a good background. The objective is to make a media component out of your blog post so it’s easier for people to get the information quickly and easily.
Plus, you’re going to attract links from YouTube and other video sites to which you publish your videos. And speaking of keywords, it’s easier to rank videos for certain keywords on Youtube because the competition is much less fierce than on Google.
2. Create an Infographic
If there’s data or statistics in the content of your blog post, there’s got to be a way to present it in an infographic. Infographics get shared, retweeted, and repinned, and are excellent drivers of traffic and inbound links.
Here again, the combination of media (graphics) and easily-readable/digestible chunks of information helps readers to warm up to this style of presentation. So if you can follow up your blog post with a relevant infographic, your chance of hitting the social shares grows stronger.
3. Slice Up and Share on Social Media
It’s said that the average time a tweet is visible on a person’s timeline is about two hours. After that, it gets buried under more recent tweets. This is why you find a lot of content producers (and marketers) who share the same content over and over again. Some take it to an extreme, so that it almost becomes spamming other people’s timelines.
When you have content — such as a blog post — that’s rich and filled with great information, you can pick various details from it to share on social media. For example, this very article you’re reading could be shared in six different ways on the same social channel.
Each time, I’d pick a particular way of maximizing the blog post (create videos, do interviews, upload bits of content on forums for conversations, etc.) and share it along with the link to this content. It would be the same link but with different angles of sharing it.
Through this method, I’d be helping people find this article, and prevent my share from getting buried in the overload of a Twitter or Facebook newsfeed. Each method might also appeal to a different set of people.
This is much better than sharing the same text that goes along with the link on all social channels.
4. Explore Offshoot Topics
For almost every blog post that you write, you can propose offshoot topics about which to write more content that is relevant and linkable. Content agencies have used this as a method of coming up with blog post topics, but the trick is to tie things up with natural link-building.
Suppose you’ve published a post on your blog. You can generate a few offshoot topic ideas around the blog post you just published. After you produce content relating to those topics, you can use them off-site. You can use them to pitch for guest posts on other people’s relevant websites or post them on other web properties you own.
The trick is to link back to your original blog post contextually. This gains links and also improves click-throughs, because instead of forced or blatant branding, you are creating a contextual backlink that motivates users to check out your original piece.
High-quality content producers understand the time involved in coming up with blog post ideas and getting them produced and published. You can either choose to rinse and repeat, or you can refine this strategy to the point where the time you spend in coming up with blog post ideas (and subsequently, the content itself) is maximized.
By creating surrounding content and opportunities like social shares, infographics, and videos (or other media like Slideshare), you can dramatically raise the chances of your content gaining more inbound links, social shares, and readers.
Ultimately, this will increase the brand value.
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