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.