How to Choose a Success Story for Your Next Guest Article

You know what it is. You have a lot of ideas for a guest blog post, but what if you submit something that has been covered (embarrassing) or is too basic for the public (insulting)? The best way to take control of the situation, in my mind, is science. And by "science", I mean applying the same systematic approach that I would have used to understand a customer's competitive landscape as part of a marketing strategy.

So it becomes fun.

This is how I created a list of topics that I intend to submit in the coming months for the Content Marketing Institute.

Competitive Analysis

Although I seldom consider my fellow writers to be competitors in the traditional sense of the term, many have addressed topics that may overlap with those I might explore. It was important to find unique angles, interesting perspectives and gaps in content coverage to guide my strategy. I have worked with an assistant to categorize the following information about CMI articles published in the last three months:

Blog Title.
Blog tag one, two, three, four, five.
Integrated video.
Custom graphics.
To be a guest blogger, check titles, author, length, tags, etc. of the site, declares @SuperDeluxeMo. Click to tweet

If you're curious about what this spreadsheet looks like, you can see it here.

The most popular topics recently addressed by CMI bloggers were content creation, distribution and promotion, process and editorial teams, as well as general tips for success.

While going through this initial data, I realized that the frequency of the subjects did not take into account the performance. My initial reaction was to throw the baby out with the bathwater because the performance data is essential to choosing the subjects of the article. Then I remember another truism: when you write for someone else, you do not always have access to performance data – make your choice based on the information you have. Screw dangerously.

The frequency of published topics does not take into account performance, says @SuperDeluxeMo. Click to tweet
RELATED HANDPICKED CONTENT: How to Perform a Competitive Content Marketing Analysis

A blog tag 'content creation' – an evaluation

Under a name such as Content Marketing Institute, it is not surprising that content creation is a subject that makes advertising shine. Since there were so many entries in this category, I needed a little creativity to decide what to write. How can I create interesting, useful and (mostly) unrepeatable content for CMI readers? And the answer became clear when I took a closer look at the sub-themes.

When it comes to content creation, 64% of authors have focused on blogs, making it by far the most popular subtopic. Masked video, sent by only 21% of the authors. Topics less frequently discussed included conversion, optimization, and productivity.

Overview of the subtheme

Conversion and optimization were promising topics as they tackled an under-represented subject in one of the most popular categories (content creation).

I have thought about these areas of interest and my expertise in these categories. I am passionate about attribution and I am well versed in optimizing the networking of websites, so these sub-themes offer potential.

Articles on Competition

CMI's recent articles in the content creation category include: A Simple Guide to Writing Great Titles [Infographic] by Barry Feldman (741 words) and how to write titles that give your brand what it wants [Checklist] by Ann Gynn (1,484 words).

These articles are exploitable articles, of the guide type.

New ideas and formats

Combining all these decision factors, ideas that would not overlap but remain in the popular category include:

How attribution can help you optimize content
The easy guide to optimize PDFs so that they are found

To go in that direction, it would be better to come up with something visual and practical, such as an infographic process map or a guide / checklist, to give marketers something to do. They can use now.

RELATED CONTENT HANDPICKED: A checklist essential for creating valuable content

Blog tag "distribution and promotion" – an evaluation

Similar to the "When a tree falls in the woods" argument, if you carefully create incredible content, but do not distribute it to your audience of prospects and customers, it will have no impact ( neither of sound). It is not surprising that distribution and promotion is the second most popular topic covered by CMI.

I've explored the sub-themes of this category: branded content, interactive content, SEO and social media. At 37.5%, SEO won the highest number of jobs. Social media came second with 31.25% This was not a surprise, as SEO and social media are two of the most fashionable channels in the industry. Behind them were some juicy (but underserved) topics such as influence marketing, branded content and interactive content.

Overview of the subtheme

I present content distribution for small businesses to Content Marketing World, so this topic seemed to be a natural link.

An article would be an excellent opportunity to talk about how influencer marketing has changed since it became a "thing". I could talk about my experience with marketers' influence on consumer markets and how an influencer can improve content distribution in conjunction with SEO.

Write articles on underused but relevant topics for which you have expertise, advises @SuperDeluxeMo. Click to tweet

Articles on Competition

Recent articles on subtopics include: Getting a Plan: How to Get the Most Out of Influence Marketing by Jodi Harris (2,521 words) and Calculate the ROI of Your Marketing 39 influence in 5 steps by Shane Barker (1,251 words).

New ideas and formats

After analyzing the information, I proposed these article angles:

What's new in marketing influence and how to use it to your advantage?
Your relationship is changing – new marketing tactics of influence

This topic lends itself perfectly to a simple blog post, punctuated with good quality images, to convey the point.

RELATED HANDPICKED CONTENT: The Secrets of Highly Effective Online Content

A small analysis of content tags goes a long way

The choice of the subjects of the article has deeply paralyzed me. For any writing, I like to start with a filling approach, motivated by a good outline – this is what this process allows me to create. By evaluating only two of the five tags, I found myself with four solid story ideas that mine my expertise and fill a gap in CMI's content. In addition, the evaluation allowed me to understand the appropriate length and format for each article option.

To complete my guest analytics blog process, the following steps are as follows:

Choose an idea from the four compiled.
Use to refine the keyword to address in the article.
Go on Answer the public to find the questions people ask about the selected idea.
Create an outline.
Start writing.

Whether you're looking to blog on a site or even what to write about on your site, this process can help you use your metadata to identify common topics, preferred formats, and opportunities to develop a new idea for a worthy article. to be published.

If you were a guest blogger for a site, how did you choose to choose a winning topic? I would love to hear those comments.


Note: All the tools included in our blog posts are suggested by the authors, not by the CMI editorial team. No post can provide all the relevant tools in the space. Do not hesitate to include additional tools in the comments (from your company or those you used).

Attend the Workshop on Content Distribution for Small Businesses. And learn more about becoming a guest blogger at the main conference at Content Marketing World September 3-6. Register today using the code CMIBLOG100 to save $ 100.

Cover image of Joseph Kalinowski / Content Marketing Institute

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