The Guest Blogging Conspiracy

By on March 15, 2013
bloggingconspiracy

If you manage a blog, you’ve probably read at least a dozen blog posts (just like this one) about guest blogging…

Almost all of them will tell you why writing guest posts for popular blogs in your niche is the best thing ever. But that’s not what I’m going to tell you, not at all

Don’t get me wrong here, writing guest posts to expand you reach isn’t a terrible idea, exactly…

It’s just nowhere near as good of an idea as they make it sound — or as good of an idea as what I’m going to propose that you start doing. This strategy is way better than blogging… Actually, in the controversial words of Driving Traffic founder Ryan Deiss, “blogging is dumb.”

You see, the reason many of these authority blogs will tell you to guest blog is because (read this carefully) they want your content.

Think about it. When you publish a guest post on authority site, who really benefits the most? They get: Your content, your loyal fans, your social media following, and the reputation you bring. You get: More brand recognition and a tiny author box link back to your site that gets a CTR of roughly 0.001% or so…

Who’s getting the better end of that deal?

So you can see how it’s self-serving for all of these sites to preach the gospel of guest blogging. They want YOUR CONTENT, because it’s the key to getting YOUR TRAFFIC.

Look, I’m not saying that there’s really any old-fashioned, honest to goodness collusion going on here… It’s just a bunch of “experts” that may or may not know exactly why their sites are doing so well.

In a lot of ways, what we have going on here is an accidental conspiracy, caused by a traffic feeding frenzy. It’s a traffic loophole really, that many of the most popular sites on the web stumbled onto by accident.

So what are they doing? And more importantly… how can you use this to your advantage?

Screw Guest Blogging… Start Host Blogging!

The simple truth is that hosting great content is at least 10x more profitable than writing it. How do you think that folks like Arianna Huffington, Matt Drudge, and Steven Forbes built such successful online empires? Here’s a hint: They didn’t do it on the strength of their amazing writing skills…

It plainly obvious if you think about what popular blogs will pay for your content. They’ll pay you $50 for a 500-word post, then they’ll turn around and charge an advertiser $500 to run a banner ad above it.

I say that just to make a point. I’m not indicating that you’re going to get rich selling banner space on your blog.

Instead, I’m recommending that you become a “host blogger.” Instead of writing content all day long, spend your time forming relationships with the most relevant experts in your industry and convincing them to publish great content to your site.

It’s a win-win. It helps them expand their reach, but it benefits your site even more… That’s exactly why you should do it.

Hosting the best content on the web, instead of writing it, is the shortest and best path to building a high-traffic authority site. If you’re looking to build your brand, get traffic, and leverage that traffic to market products. The reason is simple multiplication.

When an expert gets published on your authority blog, they need to publicize it in order to build their reputation. In other words, they have a selfish reason to drive traffic to your site… it’s bragging self-promotion. So, these expert bloggers drive qualified traffic to your site, which benefits your site’s reputation. In return, they get a link back and maybe a small fee. The more frequently you make this transaction, the faster your traffic heads skyward.

Who to Target

Most people get caught up on the idea that they can’t get get the top-tier celebrities in their industry to contribute to their up-and-coming sites. Don’t.

You don’t need these big shots as you start out. Instead, focus on mid-tier experts that have large followings on social media. As your traffic grows, you can go after bigger and bigger celebrities.

About Josh Loposer

Josh is the managing editor of Digital Marketer, as well an aspiring novelist. Find out more about what Josh is working on on Facebook, Google, or on his website.

25 Comments

  1. backlinks

    May 7, 2013 at 2:10 am

    Outstanding web page. Plenty of handy information and facts right here. We’re sending them to some mates ans additionally sharing around delectable. Not to mention, cheers for your effort!

  2. Alysa

    April 2, 2013 at 5:44 am

    I’m really impressed with your writing talents and also with the format in your weblog. Is that this a paid topic or did you customize it your self? Either way keep up the nice quality writing, it’s uncommon to look a great
    weblog like this one these days..

  3. Simple Seo Amsterdam

    March 26, 2013 at 9:44 am

    What do you offer your guest bloggers in return. Real influencers require some good persuasion to make them want to come up with content for your blog.

    • Ryan Deiss

      March 27, 2013 at 10:07 am

      Payment is usually a good motivator. I usually recommend that you pay influencers for their work if you can afford to.

  4. Martha

    March 22, 2013 at 5:48 pm

    Are you receive volunteers in this program? Where can I read more about the condition?
    Very useful information Thanks

  5. RMR

    March 17, 2013 at 8:51 pm

    Thanks for the tip and well stated, Ryan.

    “ Hosting the best content on the web is the shortest and best path to building a high-traffic authority site.”

  6. Jason Van Tol

    March 17, 2013 at 4:31 pm

    The best way is Host Blogging I believe. An incredibly good platform for this is Empower Network, bit.ly/Y1SX7n, many people may have already heard of it, they take care of all the hosting and merchant account stuff so all you have to worry about is writing content.

  7. Marina Gutner, PhD

    March 16, 2013 at 7:59 pm

    I think that “CTR of roughly 0.001% or so” is a bit exaggerated and if you choose to publish guest posts on your site you should be very careful otherwise it can hurt your business.

    Just to give you an example: I published 2 guest posts written by one health expert on my blog and linked to his products with my affiliate links. Four months later he put his books on Amazon for $1 for 3 days and placed the link to Amazon just before the “buy now button” on his sales pages.

    You guess it… there are weren’t any affiliate sales ever since and yes he hit the first page on Amazon in the diet category. There are were 30+ affiliates like me.

    This is just one example and unfortunately, I have many more

  8. Shannon

    March 16, 2013 at 7:31 pm

    Well said Ravi! It doesn’t have to be mutually exclusive at all.

  9. Mario

    March 16, 2013 at 4:11 pm

    Guest blogging has it’s uses, good pr link from a high authority site for example. I recommend not using an automated link system like the previous comment mentioned because you can end up with bad neighborhood links, have fun with penguin update later on this year.

    As for host blogging, I am already testing this and its not difficult to get good content fast you can even find experts pretty easy as well.

    Just have to know where to look. :)

    What I don’t get is in today’s SEO you can get better higher quality links without any automation. It’s not the amount of links it’s the power of links and there are other factors involved but that’s another story.

  10. Ravi Jayagopal

    March 16, 2013 at 3:40 pm

    I think “Guest Blogging -vs- Host Blogging” is very similar to “Sell Own Product -vs- Promote Affiliate Products”. It really depends on what your main angle is.

    If you want to primarily promote your own brand, and sell your own products, and not have people clicking over other’s web sites, then it’s better that you do the writing, and get maximum distribution by blogging-for-self as well as guest blogging.

    But if you want to build a “hub” for a certain niche, be able to promote others and other people’s products (affiliate or through ads), then it makes more sense to do host-blogging, and get others to submit posts for publication on your site.

    And the two model don’t have to be mutually exclusive. You can lean more towards one model, and still do a little bit of the other and find a good balance between the two.

    Just my $0.02 :-)

    Cheers!

    - Ravi Jayagopal

  11. KevinKoll

    March 16, 2013 at 1:54 pm

    Guest blogging does more good to where it is being posted than to your blog. Follow this article and drive home its point/advice.

  12. KevinKoll

    March 16, 2013 at 1:53 pm

    Guest blogging is good but the author is doing more good to where he is posting than to his personal blog.
    Authors should follow this article and drive home the point, do as it advices, great read, keep it up

  13. Don Sturgill

    March 16, 2013 at 1:23 pm

    I enjoyed your article, Josh. Thank you.

    There are definitely two sides to the coin … and there’s nothing wrong with having both sides in your pocket, seems to me.

  14. george

    March 16, 2013 at 1:08 pm

    Thanks for this very useful info. I think the inference is that guest blogging per se is not dead but that it does not carry the perceived value that it`s proponents will want everybody to believe it carries. We definetly can use it in conjunction with other link building strategies and should be fine. Thanks

  15. Jerry Kuzma

    March 16, 2013 at 12:52 pm

    .

    What I find is a greater conspiracy is well-known bloggers putting a negative spin on a topic, because they have a product to promote.

    Each takes a turn slamming the other guy’s strategy, then promotes the identical strategy a few months down the line.

    And the ‘little guy’ is compelled to buy all the products!

    I train my contacts to say NO to 90% of all affiliate offers, because the promoters are only motivated by the commission structure.

    The best blog strategy is: GIVE, then OFFER, then GIVE SOME
    MORE…

    Love in action, whether on a blog, an email offer, or a google hangout.

    Thanks guys,

    Jerry Kuzma
    PerissosGroup

    .

  16. Danny

    March 16, 2013 at 12:21 pm

    Haha! Technically, you’re guest Blogging here.
    that’s funny

  17. Mystery Shopping Teacher

    March 16, 2013 at 12:03 pm

    I like this idea. I would love to know how you can approach these bloggers to get them to agree!!

  18. Bob Richards

    March 16, 2013 at 12:01 pm

    As a blogger that wants good quality back links, the idea of guest blogging seems slow and inefficient. I use an automated service backlinkmetro.com that has the same result as guest blogging (mostly PR3 placements) except I am able to make many posts per day and I don’t have to write unique posts for every blog. Guest blogging seems like a terribly slow and inefficient method to get links.

    • john

      March 27, 2013 at 2:49 am

      This is a joke right. Guest posting is losing its power in googles eyes Eg writers who are a expert in everything google hates. But systems like this will get you banned or lose your rankings

      • Ryan Deiss

        March 27, 2013 at 10:08 am

        Banned? So Forbes, WSJ, Huffington Post… those sites are going to get banned because they feature guest content?

  19. Dr. Karl R.O.S. Johnson, DC

    March 16, 2013 at 12:01 pm

    Great idea. Thanks for the post on this topic.

  20. TIm Dawes

    March 16, 2013 at 11:57 am

    Josh, I notice you don’t have any links in your author box. I was going to click through to read more about you and I can’t!

  21. Alan Tutt

    March 16, 2013 at 11:48 am

    I do agree that a newbie can build a reputation in a market by publishing content by recognized experts. And if you publish great content the market wants, you can build a large audience, to which you can sell advertising or products.

    However, I don’t agree with the premise that it’s easier to build a business around publishing other people’s content.

    Considering that Ryan Deiss published the beginning of your article in his ezine, and that is what brought me here to read what you had to say, this one example alone proves that you CAN get traffic by getting your content in front of a new audience.

    It’s the same formula as article marketing, just in a slightly different form. Clickthrough rates depend on a number of variables, such as the strength of your content, the offer you place in your resource box, and the audience which reads your content. As Dan Kennedy says, it depends on the message to market match.

    I ran an ezine publishing other people’s content for about 9 months, and while I’ll admit that I may have made some mistakes, the bottom line is that the majority of traffic to that site was traffic I generated myself. Virtually none came from the featured authors.

    On the other hand, I’ve had excellent results from getting my articles published on other websites and in other publisher’s ezines.

    At least in my situation, it’s much easier to get traffic by guest blogging than it is from host blogging.

  22. Dimitrias

    March 16, 2013 at 10:00 am

    Hey Ryan, thanks for such informative post! That’s exactly what I was thinking of this week, what are the other ways of how to drive more traffic to the site than guest posts. Host blogging sounds new, but certaunly promising idea. Thanks again for sharing!

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