Expert RoundUp Posts: Get 89% Of Influencers To Say Yes
Last month, I published an article on the Collective Campus blog on how to build a culture of innovation.
It featured 24 experts including Jacob Morgan, Adam Grant, and Alex Osterwalder.
The post resulted in hundreds of shares. In the process, it brought the Collective Campus website a spike in referral traffic and B2B enquiries.
What was surprising though, was that we only reached out to 27 influencers.
That’s an 89% participation rate!
Today, I’ll break down the step-by-step framework I used to get a ‘yes’ from most of the influencers I reached out to.
Why RoundUps Are Popular
But first off, lets define influencer roundup posts.
Expert roundups are articles comprising of quotes from niche-related experts in your article.
The steps are simple:
1. Identify influencers within your space
2. Reach out and ask them to contribute a quote
3. Once the article is published, encourage them to share (and link)
Since experts are involved during the creation of your content, requesting them to promote the article after its published makes it a no-brainer.
Basically, virality is baked into the product (aka content).
Apart from a traffic boost, there are ancillary benefits too.
Roundup posts serves as a low-risk and low commitment approach when building relationships with other influencers.
This serves as a launch pad for more elaborate partnership engagements down the road.
Unfortunately It’s Been Done To Death
Roundup posts are like cheesy pickup lines.
It might seem like a novelty to influencers at first — who feel flattered that their work are being mentioned in other people’s content.
But as time goes by, they start to get bombarded by numerous requests by content marketers who use roundup posts as the lazy approach to churning out content.
Rand Fishkin illustrates this best.
The burden is placed on influencers to do the content creation AND distribution for content marketers.
Most content marketers don’t have prior relationships with these influencers or manage low-authority websites.
Hence when you do the cost-benefit analysis for the influencers, it’s easy to see why this is a bad deal for them.
As Stephen Panico from Buzzstream observes:
“influencers are tired of being asked to write and promote other people’s content for them when there’s so little value offered up front.”
As a result, more influencers ignore requests to participate in roundup posts.
Make It Easy For Influencers To Say Yes
Are roundup posts dead?
Not necessarily, if you avoid making influencers do the bulk of the work.
Here’s the step by step method I used so it made it dead-easy for them to say yes.
Step #1: Identify Influencers & Their Articles
First off, I identify the experts I wish to mention.
Rather than blindly targeting “top of mind” influencers for quotes, I use BuzzStream to filter out influencers in my niche.
In the search results, it mentions relevant articles each influencer has written. This is especially handy so that you don’t need to compile articles for quotes manually after identifying the influencers.
Step #2: Collect Quote Snippets
The next step is time-consuming but is essential to increasing the likelihood that influencers say yes.
Simply go through the articles compiled earlier to ‘collect’ the quotes relevant to your article topic.
If you wish to include a particular influencer but can’t find a compelling enough quote to include in your article, don’t fret!
There’s another content medium — podcasts.
While it can be harder to scan through an audio compared to reading an article, podcasts usually serve as a goldmine for insights.
I find iTunes particularly effective.
Simple enter the name of the influencer into iTunes and it will pull up a list of podcasts that they have appeared on.
Step #3: Ask Influencers For Feedback
After I’ve collected the quote snippets, the next step is to write the article.
At this point in time, you might be tempted to hit publish and call it a day.
But before you do it, there’s one more step.
In order to maximise the ‘share — factor’ of your article, including influencer’s quotes isn’t enough. You need to collaborate with them in the creation of the content.
In this case, it helps to ask them for their feedback prior to publishing the content piece.
This allows them to tweak/raising the quote snippets that you have collected earlier, raising the quality of your content piece.
Here’s one of the emails I sent out:
Step #4: Hit Publish & Notify Influencers
Here’s the fun part — You hit publish and the article goes live!
One common challenge among content marketers is that getting influencers to share and engage with their content.
That is less likely to happen if you put in the work upfront.
Once the content is published, the next step is to notify the influencers. But how do you persuade them into sharing and engaging?
Getting too pushy with the intention of getting influencers to link to or share your article will actually decrease the likelihood of it happening.
Here’s the email draft I use:
First off, I thank them for their contribution.
Then I make it clear how my team will be promoting the article — in the process giving their work exposure. This appeals to their self interest.
From there I invite them to be part of the process. They can choose to share or link to it if it relevant to their future work.
To Sum, It Up…
This is the process I used to get influencers involved with my work and amplify the share factor — resulting in a 89% participation rate.
What’s your approach for getting influencers involved in your content pieces? Do you find it effective?
Would love to hear it in the comments down below.