Guest Post Linkbait

Typewriter

If I include “guest post” in a title, will I get lots of emails asking if they could get a guest post hosted and could they include a link back to their client who has a mobile toe clipping service?

I made my first guest post in 1999, it was image based and was a unique image grab of Julia Roberts. The movie Notting Hill was being made in my street and I had fun using a camcorder (remember those) to record the action. I sent the image to a Julia Roberts fansite for a link back. It’s always easy when you have unique content for a hungry crowd,

But, the landscape has changed. As agencies can no longer call up Guido to rustle up some mucus stained content that nobody will ever read and hawk it on article marketing sites, they have switched to guest posting. Blasting bloggers with barely interesting content for a link back. Some bloggers have now got savvy and started asking for money to place the posts and stupidly some agencies pay for it.

I say stupid because when that blog gets banned by Google for selling links, all the work gone into that relationship will be lost.

Some will use it to get competitors links knocked out, if a blog is linking to your competitor, buy a guest post link from them, link to a neutral party and then dob them in. Will it work? Who knows, but I am sure some will try.

If a site asks for money for a guest post I put them in a file “forget about it”. As their stability is questionable, and I only want to build links for clients that will stick around.

The truth is guest posting is one of those fads that come and go. It will work better when the sheep move on to the next easy win.

Any website should be doing a bit of this and a bit of that. Spread the tactics around, nothing is a ranking killer, but creating useful experiences is always going to be on top.

So if you want that guest post, absolutely. Bring it on, and no I am not going to tell you what the rules for getting accepted are. But donuts are involved.

Image source

Why you don’t need to know what Content Marketing means

Gutenberg Printing Press

Lets be honest about “Content Marketing”, just for once.

“Content marketing”, was invented so online marketing agencies can sell more stuff.

Yes I realise all my pals or now ex pals in my industry will tell me to STFU. But I have thing little aberration in my brain that sometimes inhibits me from bullshitting. Which is a real handicap at times.

The reason why the term “content marketing” is a bucket full of rotten, frogs is this…..

There is already a term that adequately describes the act, and that is “publishing.” Some of you may be aware of it.

In the first 50 years after Gutenberg first cranked up his printing press (it was no longer Guttenbergs’ by the way as in was in debt to the investor and had to hand all the rights over to the businessman who lent him the money to make the printing press, but that’s a story for another time.) around 12 million books were printed.

Do you think they understood the art of using publishing for marketing purposes using the cutting edge technology of their time.

To me, the term publishing has marketing at its foundation. After all, publishing is simply a collection of communication methods designed to communicate and cause reaction in an engaged consumer.

If you start to peel off the layers of what people are actually doing when they create an infographic, publish it on a blog and promote it using social media, you quickly understand that the fundamentals never change.

All content marketing describes, is a mechanised way of taking advantage of current publishing and promotional tools, it does not get deep into the fundamentals. It simply hasn’t been around long enough, whilst “publishing” as a term has.

This may seem like semantic drivel, but when agencies overuse the term “content marketing” to promote methods using new mechanisms, when the fundamentals are the same, it gets annoying.

My argument is that the client does not need to know the definition of such mechanistic terms as content marketing, that’s for the industry to sweat bricks over.

But the client absolutely has to get what “publishing” is, and the increased speed and power that the technology can now give us.

So I’m not that bothered about using the word, but do you have to use it so much.

And do you really think that a client needs to know such stuff to get it?

Social Media is not about the Conversation

I Tweeted this week that social media is not about the conversation?

It had a few retweets and I thought I would post them here.

lakey

‘The C-Word’ RT @lyndoman: If anyone says “it’s about the conversation” at a social media conference, throw a sticky bun at them.

Friday, November 16, 2012 9:59:17 AM

SceptreSocial

RT @lyndoman: If anyone says “it’s about the conversation” at a social media conference, throw a sticky bun at them.

Friday, November 16, 2012 10:03:01 AM

AutomotivePR

RT @SceptreSocial: RT @lyndoman: If anyone says “it’s about the conversation” at a social media conference, throw a sticky bun at them.

Friday, November 16, 2012 10:03:23 AM

au_tom_otive

RT @SceptreSocial: RT @lyndoman: If anyone says “it’s about the conversation” at a social media conference, throw a sticky bun at them.

Friday, November 16, 2012 10:03:24 AM

alastairWMW

RT @AutomotivePR: RT @SceptreSocial: RT @lyndoman: If anyone says “it’s about the conversation” at a social media conference, throw a sticky bun at them.

Friday, November 16, 2012 10:30:22 AM

But am I not having a conversation right now and isn’t that a good thing?

Yes it is, but that is not what social media is about.

The “conversation” is a stepping stone, a communication tool that we use to get to our real objective.

I hear you say, “but the social media gurus say it’s all about the conversation.” Some do, but you will find that their real objective, the stuff that gets them out of bed an put on their Star Trek boxer shorts is selling their books, conference talks, advertising on their sites.

The conversation is simply the tool they power up to fund their collection of Sci Fi boxer shorts.

What social media is really about is persuasion, it’s about communicating a message that gets you to do stuff. The social media gurus are experts at getting you to do stuff and using the tool of conversation to promote that.

Nothing wrong with that, we all use various communication tools to persuade people to do what we want. You could say that a pair of very tight jeans is a communication tool design to persuade people to look at the wearer in a particular way.

Yes this is pushing the envelope a little. But communication is all around us, most of it designed to persuade. Even if it is to get you to press a button on a microwave when your Chunky Chile Chicken is done, just with a ping.

The ping on a microwave as a tool of persuasive communication?

Is that taking it too far?

What Tools do you use for Outreach?

I will be honest, my outreach is limited because I mostly implement linkbait and so the linkers come to me. But sometimes you want something else and need to have a campaign to reach out to website owners and bloggers.

You can do this with email, twitter, spreadsheets, text templates (modified to be personal of course) etc., but there are a number of tools these days that streamline the process and allow it to be scaled.

I asked the question on Twitter and got some very interesting replies.

ysekand

@lyndoman I use Social Crawlytics and Buzzstream

Tuesday, November 06, 2012 8:47:03 AM

paddymoogan

@lyndoman I don’t use many, mainly Google (gives you everything you’ll ever need) @followerwonk @buzzstream & common sense :)

Tuesday, November 06, 2012 6:23:10 AM

seo_monkey

@lyndoman the scrape similar add on for chrome is also useful as in some industries bloggers tend to link heavily to one another through

Tuesday, November 06, 2012 6:29:57 AM

pagesauce

@lyndoman Search operators, Twitter, ahrefs, OSE, Google Docs to record everything, and the best content I can write

Tuesday, November 06, 2012 9:07:01 AM

We are testing out dashburst…its 50 dollars a month but could be useful. From @dannyashton

Links
socialcrawlytics.com
buzzstream.com
dashburst.com

Any more suggestions, you can either Tweet them @ me or pop them in the comments.

Thanks to all those who shared their tools.