As an author, it is important to build your platform: the group of people who are interested in your topic and who see you as an expert. If he has been involved and researched, he knows the value of social media and especially the benefits of writing blogs and articles to demonstrate his expertise to his audience. Still, he’s always looking for more ways to drive traffic to his online presence and, ultimately, to the bookstore to buy his book. Another great way to accomplish this is by serving as a guest blogger.
A guest blogger is someone who makes a single post for another person’s or group’s blog. This can be a one-time deal or a recurring column, but either case gives you access to someone else’s audience. There are many great blogs for you to choose from. You can locate blogs related to your platform in several ways:
- Go to the main magazines or associations in your subject. Chances are the magazine editors or association leaders have at least one blog (sometimes they have several, each for a different beat).
- Ask for references. Find out in your network what other blogs your audience follows.
- Take a look at the competition. Other authors and experts in your field already have a line with your audience. Grease the wheels by offering to trade guest posts.
- Check out the blog roll of your favorite sites. Most bloggers display the blogs they follow in their toolbar. This is a great (and quick) way to locate additional blogs. You can use sites like Technorati and Alexa to assess which blogs have the most traffic so you can build your strategy and start by focusing your time on the blogs with the largest audience.
Once you’ve identified blogs related to your topic, you’ll want to craft a pitch. Before contacting the blogger, check to see if they have published guidelines for writers. If so, follow them to the letter. Otherwise, send them a short pitch that includes a specific idea for a post topic and identifies exactly why that post would be of interest to your audience. Close with a short paragraph about your qualifications. Here is an example of a typical cover letter:
Dear blogger, The world of publishing is changing rapidly. Many of your readers are trying to navigate this evolving landscape, but it can be overwhelming. I propose a post that looks at the pros and cons of each book publishing option available to authors, complete with a short checklist that readers can use to identify which route is best for them.
Thanks for your time and consideration. I wait your answer.
There are a few other things to consider when launching a guest blog post:
- Research the point of sale beforehand to make sure it’s appropriate. Bloggers don’t want to receive submissions from writers who are outside their subject area and have nothing to offer their readers.
- Read some of the posts and make sure you are providing something unique. If they’ve already made a post on the topic, create a new angle or choose a different topic.
- Be considerate of the blogger’s brand. They are building their platform and readers as well. Don’t try to hone in on their territory.
- Keep self-promotion out of your post. Often, you’re allowed a short bio and a link to your website or blog, so focus on creating value and skip the promotion.
Above all, don’t be afraid to ask. Most bloggers work hard to fill their editorial calendar and are happy someone does (as long as the topic is relevant). Also, don’t be afraid to consider having someone guest post on your blog as well. They will bring their readers with them and often add you to their own blogroll. In the realm of social media and blogging, paying up front really does it.
