How Blogger Outreach Sows the Seeds for Long Term Success

We often focus on our own content marketing efforts, but another effective way to build your brand online is through being mentioned on other people’s websites and blogs. But that doesn’t happen on its own: it’s through blogger outreach or collaborations. This is where you get in touch with a blogger who you think you like to write about you and send them your pitch.

The reality is that blogger outreach can be one of the tricker and time consuming digital tactics because a) it really is a 1:1 approach when talking to the blogger, and b) if you’re writing the post, it can take hours to craft it. In terms of payoff, it can take months or years to see results like search ranking improvements. But the benefits add up over time, so it’s useful to consider collaborating with a blogger at least once a year, if not more often!

What’s so great about blogger outreach?

And, we can’t forget about good old SEO: the more reputable websites which link to your site — including a little bit of social media love — the more Google will see you as a quality site and rank you a little higher.

Why would a blogger write about us?

You might be saving them time by giving them a completed article, you might be giving them access to you for your expert industry perspective around a topic or breaking news. It might also boost their reputation because it shows that they are active in their community and have access to experts like you, too.

If you have a product or service, you might find a blogger is happy to write about you in exchange for free or discounted sample.

Related: [ROUNDUP] How Do I Work with a Social Media Influencer?

Some rules of thumb when approaching a blogger

Research your blogger: Ensure what you’re proposing is the kind of content they will write about. They will become frustrated if you waste their time with a proposal that is nothing like what they write about, or something their audience would be interested in. Some bloggers have ‘guest blogger guidelines’ (mine are here) which might help give guidance on who or what they write about.

Get to know them: engaging with a blogger on social media or in their comments section before approaching them might warm them up to working with you if they recognise your name and you’ve engaged online with them already.

What do they get?: Make it clear what they get out of the exchange: saving time, a high-quality blog post, exclusive access, you will post it to your social following or newsletter? It’s likely they get a lot of requests which only benefit the guest poster (ie. such as a backlink to their site), so this is useful to help you stand out from the crowd. Some bloggers are open to a blog swap — where you each post on each other’s blog to gain access to each other’s audience.

Show them your work: If you’re writing an article for them, show off a sample of your work so they can see you’re skilled and competent writers (they will receive a lot of spam from people who aren’t!). Give them an outline of suggested angles or headlines, or a summary of the article so they can get a better idea of what you might want to write about.

How to find blogs to work with

Alternatively, you could Google your industry keywords (i.e. ‘dogs’) with the phrase ‘submit a guest post’ to see which blogs are open to guest posts.

Thinking outside the box is also worth keeping in mind. You might not find that there is an opportunity for writing on industry blogs, but you might find there is something about your business which can be written about, too: whether you’re a female founder, are a social enterprise or are zero waste. Publications which write about those topics might well love to hear from you.

Perhaps blogging about themes isn’t your bag and you’d prefer to be a source on breaking news. If this is the case, subscribing to a journo source tool like sourcebottle or helpareporter might be a great way to become an expert source in news articles.

How to approach a blogger

If you’re looking for some ideas, are some great approaches here and here for crafting blogger outreach emails.

Over to you

Further reading:

Awesomeness In Your Inbox

Freelance Digital and Social Media Specialist. Lover of clay animation, future tech and dogs. You can read more of her work at rachelbeaney.com