Know People? Use Guest Posts To Growth Hack

By on March 10, 2015

Know People? Use Guest Posts To Growth Hack

A key issues with content marketing and growth hacking is content distribution and syndication: how do you get your hard work to pay off the most by getting it out to as many places as possible. There’s your blog, social media outlets and newsletter blasts, but how do you really leverage your content beyond your immediate hubs of control to maximize your growth opportunities through your content? Content takes a long time to create when it’s done right so obviously the further you can leverage it, the greater your sphere of influence and the more opportunities you have to attract growth through more prospects to your funnel.

It’s for this exact reason that guest posts and interviews are a great way to growth hack for your business. You should approach the guest growth hack from both the supply and demand side: supply yourself for writing posts and demand (well, politely ask) other special guests write for your site or are interviewed by you. Think of it like a gene pool. If you’re only writing and posting for yourself, things can get pretty inbred and messed up fast. If you want to diversify the genes and expand the viability of the life of your business, you want more prospects from more places for a better chance at survival.

By cross-pollinating your own guest posts and others into the content gene pool mix, you’ll be reaping the rewards of a bigger audience and larger sphere of influence. With that in mind, here are some tips to get started with your own guest blogging adventure for growth.

Supply: Being A Guest

You’re basically pitching yourself and your business to other bloggers, websites, conferences, journalists and any other outlets you can as a resource to help them. This is going to require a little time, planning and effort on your end. What you’re really aiming to do is to sell yourself and your experience as a perfect match to help grow and develop their audience. It’s not about you in any way except in what you can do for them.

Demand: Getting A Guest

Again, you’re pitching yourself and your platform but from the angle this time that being on your site, podcast, show, et al, will be mutually beneficial for your guest. Who are their audiences and how does that cross-pollinate well with your readership? What can you sell them on about your site that will make a potential guest influencer want to write for you? Getting them on your site will mean their promotion of their post and new eyes from their audience on your site. It’s a great growth hack strategy if you do it properly.

Here’s how you should get started.

1. Do Your Research
Where do you want to be featured and who operates those outlets? If you’re looking at the demand side, who do you want on your site and why? Why would they want to be on your site? You need to know exactly who their audience avatar is so that you can write your pitch directly to them. If you’re trying to pitch yourself, why would they want you? What can you offer that is unique and of value for their precious audience? Remember they’ve invested the time, money and research into their own audience so they don’t want just anyone coming onto their platform. You’ll need to sell them on why you’re worth it.

2. Craft Your Pitch
Now that you have your research done, you will need to craft your pitch assembling all the facts and information you’ve researched in step one. What are the outlets writing or talking about? What are you doing that could be a perfect fit for their audience? What hook can you deliver to get them to want to feature you? What data, stats or analytics can you include in your pitch that will make them want to feature you? Remember when you’re pitching on the supply side of guest growth hacking, it’s not about you – it’s about them! If you’re on the demand side trying to get a guest for your site, guess what? It’s still about them! Sell them on why writing for you or appearing on your platform is good for them.

3. Fire away
Send your pitches to multiple players and wait for the responses. Always have more than one potential guest post in your quiver of outreach arrows on both the supply and the demand side to really maximize your growth potential.

A few expert tips once you’ve fired off your pitch:

  1. On the supply side, never write a guest post before it’s accepted: only craft a pitch so you don’t waste time. If they respond to your pitch and want the guest post piece, then you write it. Remember there are only so many hours in a day so pitch before your write.
  2. What’s the right timing to follow up? Decide on a regular follow-up schedule for your pitches, usually a week is appropriate to see what the status is of your inquiry. You should keep your queries organized by outlet and date sent so you have a clear follow-up and outreach schedule.
  3. How quickly should you promise to deliver the written piece when they say yes if you’re the guest writer? The answer is really what’s realistic for you, but should never be further out than a week to ten days usually. Ask the person what is best for their schedule; remember it’s all about them. Then complete your pieces on time.
  4. If they say no? It’s okay. Be polite and graciously accept their refusal. Let them know you’ll plan to follow up again in a few months to see if there’s any opportunities further down the road, then add that to your organizational calendar so you track things properly.

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Matthew Toren

About Matthew Toren

Matthew Toren is a serial entrepreneur, mentor, investor and co-founder of He is co-author, with his brother Adam, of Kidpreneurs and Small Business, BIG Vision: Lessons on How to Dominate Your Market from Self-Made Entrepreneurs Who Did it Right .