Blogger outreach is one of the key outbound marketing strategies that help websites to build high authority on Google.
It helps businesses connect with industry leaders and experts and mutually benefit each other. It also happens to be one of the cost-effective link building strategies to drive targeted referral traffic to a website.
In blogger outreach, you reach out to an authority website owner requesting a guest post opportunity. In a later stage, you provide a high-quality article to the publisher and get contextual backlinks to your website.
By doing this, your publisher gets the benefit of high-quality content and organic traffic, whereas you enjoy the benefit of higher authority on Google and referral traffic.
As easy as it may sound, most blogger outreach specialists will agree that it is one of the toughest tasks to accomplish for any business.
With thousands of businesses trying to reach out to a handful of good bloggers and industry experts, the process can get very competitive. Moreover, a majority of blogger outreach emails are either ignored, deleted without opening, or moved to spam.
This is because, on average, these bloggers and publishers get more than hundreds of outreach emails in their inbox.
Think of a situation where you are asked to read the same page of a book every day. What will happen if you continue doing it for days and weeks? You’ll get bored of reading, and there will be nothing new to learn or look forward to.
Likewise, most outreach emails look similar to each other, with very little variation. When bloggers come across these emails, they delete them straight away or move them to the spam folder.
I’ve faced many such rejections myself when I started with outreach activities. Some bloggers wanted my credentials before discussing any further. They wanted to check whether I possess an authorized profile.
While some refused to give me authorship for my content on their blog, a few others removed my link from the outreach content or made it no-follow a few months after it went live.
Rarely, I came across publishers who were delighted with my offer and treated my email as an opportunity to build a win-win relationship.
But what I learned from my years of experience in this field is that the cases of coming across good publishers or bloggers during outreach activities aren’t actually rare. There isn’t a lack of good bloggers in the digital domain, but lack of expertise to approach them.
Before I tell you my secret to successful blogger outreach, let us see why blogger outreach matters in SEO.
Why Do You Need Blogger Outreach?
There’s no denying to the fact that no website can survive without a few inbound links from authoritative sites. This is the primary factor why most businesses focus on link building.
When your guest post is published on a high authority site, it gives you good brand exposure. This is because the website publishing the content has a vast set of audience who will learn about your brand and business.
As they know more about your business, they will develop trust in the brand and start visiting your website. This will increase the traffic on the site and boost the organic rankings through referral traffic.
When your guest posts start getting published on other sites, more and more people will come across your brand mentions, which will increase the brand recall.
Besides, most sites that accept guest posts push their content on social media, which can give you an added advantage of social traffic as well as more recognition.
As your articles contain high potential keywords that keep getting published on different high-authority websites, you get an edge over other competitors and rank high on the SERP.
Moreover, blogger outreach activities open up new opportunities for business collaborations, such as conducting webinars and podcasts to mutually benefit each other.
Step by Step Process to Do Blogger Outreach
All the benefits of blogger outreach that I’ve discussed so far can remain just a distant dream for you if you fail to strategize properly. This is why you need a definitive blogger outreach guide that can give you maximum success. Below, I will share the outreach strategy that has worked for me till date and gave me good results.
Step 1: Finding Niche Bloggers
Finding bloggers on the web might be an easy task, but finding someone in my niche might not be that easy. Why niche bloggers? Because that’s where my target audience is. I can reach out to individual bloggers or popular websites/publications to do outreach.
Mind you, not all bloggers or publishers in my niche will be apt for outreach. I have to shortlist them based on three factors- the organic traffic of a site, its authority, and its social reach and influence.
To find them, I take the help of Google Search Operators. These are special commands that I use to find guest post opportunities on Google.
I’ll share a few search commands that I frequently use, below:
Alternatively, I also use SEO tools like SEMrush and Ahrefs to find websites that link back to my competitors. I even use Buzzsumo to find influencers like this.
Step 2: Choose the Outreach Medium
There are three main mediums to do outreach:
- Personal Emails
- Social Channels
- Bulk Emails
Among these, sending bulk emails is the most widely used method for outreach. Bulk emails fail to make an impact despite trying to make maximum personalization. A majority of outreach specialists who use this method face rejections as bloggers and publishers tend to ignore them.
Sending personal emails is one of the most successful ways to do blogger outreach. This is a time-taking process as there is a lot of research work required to make it successful.
I usually do this by shortlisting websites based on their qualities and then doing in-depth research on the kind of content that is popular on those sites. Sending a direct email is very useful when I’m reaching out to a popular influencer or a very high authority website.
I try to take care of every element of my mail, starting from the headline to the conclusion. Try to make sure my email doesn’t look like a template and sounds convincing enough to be noticed.
In addition to this, I show my credentials to the blogger by sending them links to my published works or sharing my portfolio so that they don’t take me as one of those inexperienced outreach people who give crappy content.
Social channels are now becoming a popular medium to do blogger outreach. Since I’m always active on social media, I find it very convenient to connect with people in my niche.
Moreover, finding influencers on social media is super easy. It gives me the chance to know an influencer closely and then pitch them for content opportunities. This also eliminates the question of proving my credentials to the person I’m pitching to.
The way I like to connect with influencers in my niche on social media is to focus on engaging with them first. I do this by sharing his content on my channel or my website or expressing how I find that particular influencer’s work commendable.
I even go ahead and request some of them to publish content on my site since it will add value to my target audience.
Once I develop a good rapport with them, I approach them at a later stage for guest post opportunities. This usually works in my favor since the blogger or influencer already knows me and my website.
I then use LinkedIn and Facebook to reach out to niche influencers since it’s easy to find serious and passionate people in these platforms.
Step 3: Submit the Pitch
This is the most important step of a blogger outreach program. The pitch that I send across should contain all the necessary details about myself and my organization, the reason why I am reaching out, a few topic ideas, and why I think it will suit best on their site.
In addition, I will also brief them on the benefits of publishing my content on their site and send my previous work samples to validate my expertise in the niche.
I have seen many outreach experts sending exaggerated emails, and this is something that instantly puts off publishers and bloggers.
An outreach email should be sent to build a trustworthy relationship with a blogger. I always try to keep my outreach emails brief and simple because I know nobody has the time to read a long email.
I genuinely appreciate bloggers for the things I find interesting in their blogs or websites, even though it’s just one or two posts on their site.
I save my time and also the blogger’s by sending the article outline upfront along with the topics I have in my mind. I also ensure that the topics I send are relevant to their niche so that there’s no chance of rejection.
I usually avoid sending out attachments in my initial email since it can turn bloggers skeptical. Also, you should never plead to get your article published.
Step 4: Follow Up
A blogger outreach activity is not successful until you master the art of follow up. There were times when despite following the best practices to send a pitch, I have faced rejections. But that’s not the end of your effort.
Rejections only mean you have to come back harder and stronger. In my case, a better comeback was coming up with more interesting blog ideas and pitching them after thorough research.
Besides rejections, there are plenty of reasons that can leave your blogger outreach effort unsuccessful. There are bloggers who agree to publish a post on their site in exchange for money.
Somebody with a budget constraint can find such an offer difficult to accept. My recommendation for such instances will be to try your best to convince the bloggers by showcasing the quality of your articles and pointing them to the benefits of publishing the same.
There are also instances where a blogger might miss out on your outreach email. A follow-up email will help to bring it back to their attention.
You can send email follow-ups to check the status of your outreach email offer or to send a counter offer after the initial rejection.
Another important thing to take care of while sending follow-up emails is to consider the time zone of the blogger. I send them only after determining the best time when the blogger or publisher will be active.
My follow-up emails are never pushy and I don’t send follow-up emails every day hoping to get a reply. Sending too many and too frequent follow-up emails may lead bloggers to flag them as spam. A high spam rate is not good for my website.
Step 5: Write the Outreach Content
Most websites that accept guest posts come with a predefined guideline. This is done to ensure that the quality of the content and the writing format is maintained.
If a guideline restricts me from mentioning a few brands, I won’t name them in my article. Doing so might lead to the rejection of my article.
Some bloggers ask for content from native writers only. In that case, I have to make sure that my content matches the tone and the writing standard of native writers.
Outreach content is meant for link building. But that doesn’t mean I’ll add as many links as I want throughout my content.
If I’m adding links within a piece of outreach content, I ensure to add them contextually once or twice. In no case do I add more than 2-3 links within a piece of content. Most bloggers agree to give links in the author bio.
However, if you want them to give a link within the content after you’ve sent them the content piece, you might have to deal with an email chain to make it happen.
While writing outreach content, I ensure to do proper keyword research so that my content is well optimized for search engines. I buy guest posts not only for getting backlinks, but also to earn recognition and get referral traffic to my site. A poorly written and optimized article won’t help me to achieve them.
When people start guest blogging, the most common question they come up with is how to get maximum guest post approval with minimum efforts. With my years of experience, I can say that there is no shortcut to success.
If you want minimum rejections, you have to follow the step by step process I’ve mentioned in this post. You will only get noticed when you take the effort to stand out from the crowd.
Also, for those who are starting with outreach activities and want to know whether they should limit their guest posting activity, here’s an interesting podcast for you.
Blogger outreach is one of the most successful link building practices currently used by top SEO agencies. Since Google has been specific about penalizing websites that try using spammy link building practices, blogger outreach is one strategy that gets all positive nods from Google.
Though the blogger outreach takes more time when compared with the other link building strategies, the quality of the links that you receive and the connections that you build with industry experts makes this strategy a futuristic one.
If you are an agency owner facing a resource crunch to build authority backlinks, we can help you in finding the best bloggers in your industry. Just ping us in the live chat or visit our Guest Post service to place the order.