Influencers – every time we include them in our writing and consequently get them to share our post, we potentially draw thousands more eyes on our content than otherwise.
But simply linking to an individual influencer and hoping they’ll notice, grows tiresome rather quickly,.
You need diverse ways to incorporate influencers into your blogging strategy. You need to get creative.
Here are four consistent methods for including influencers in your content (and getting them to share, too)!
The Expert Roundup
The expert roundup is a beautiful strategy for incorporating dozens of influencers into a single post, in such a manner that almost requires them to share.
It’s simple, really.
The first roundup post I ever did received nearly 400 shares.
I invited over 30 experts to tell the story of how they made their first sale online. The responses I received were incredibly detailed, and the post ended up containing over 12k words (none of which I had to write myself!). As a result, it ended up ranking generously for a lot of great, longtail keywords.
Here’s the process in a nutshell:
- Find the contacts by looking for who is hot in your niche.
- Warm them up/contact them
- Organize them into a spreadsheet to keep track
- Ask them all a single question relevant to your niche
- Build the post, including Tweetables, a Cliffs Notes version, and a custom post feature with all of the participants
- Publish and share (see promotion techniques of the Giveaway as they are quite similar)
The most difficult part of this strategy is the communication required to keep everyone in the loop.
One piece of advice – expect people to be late with their responses and build in extra time!
The Reverse Guest Post
We all know the value of guest posting and tapping into a new audience, but we tend to think of it very one-dimensionally.
Why not turn it on its head?
If guest posting is so great, then in theory, we should be able to invite people to guest post on our blogs.
The benefits of this approach are numerous:
- The influencer does the writing for you, and therefore is more likely to share the post.
- You get the long-term organic benefit of the post, since it is on your website.
- You have 100% control over the terms.
Sound too good to be true? It isn’t.
I frequently get invited to write guest posts, and I often accept them. Here’s a pitch I got sent recently which I agreed to.
Naturally, it helps to have something of value worth writing on, but that’s why every business should have a blog.
Nothing makes me want to share more than when someone has featured me individually, and the perfect way to do that is through an interview.
Having an interview series on your blog once every week or two is a great way to vary up your content, while also guaranteeing a steady stream of influencers and new relationships to your blog.
Similarly to the above example, you don’t need to do the writing – just come up with the questions.
I recommend keeping the interview to around 10 questions or less, and having a standard set of 5, and saving the other 5 to be unique to your guest.
As your interview becomes more popular, you’ll eventually start to garner inbound requests to be featured.
The Top List Post
A strategy I’ve yet to implement but have seen be very effective is simply to rank influencers on a certain criteria (for example, authority), in a given niche.
A top notch example is Leaving Work Behind’s Top 100 Marketing Blogs, which he released 4 years in a row.
Notice how this post received over 40 comments. Additionally, Tom creates a custom image which he then sends to the winners. They can put this image on their sidebar or in their press page, often with a link back to his website, providing him additional exposure on some excellent blogs.
If you’re not sure how to select the top influencers in your niche, consider honing in on the key metrics that matter for influencers and just select one like Twitter Followers or Domain Authority.
It’s easy to get lost in the content grind and slip into bad habits. I’ve certainly put out posts without any external links whatsoever, and those ones usually got the least exposure.
But the fact is, every post should be treated as an opportunity to strengthen an existing relationship, or build a new one.
In order to do that, we have to continually and creatively seek ways to feature influential bloggers in our niche, such as the four ways we covered here.
What makes these methods particularly stand out, is that they require very little to no content writing on your end, and will likely garner a social share much more than any old link ever would.
Tell us which strategy do you like best!