This week’s digital marke1ng success story is about Carlos Gil’s expert roundup blog post that teaches how to get exposure by giving exposure.
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A type of blog post that features contribu1ons from mul1ple experts in a given field. Typically, the experts comment on a par1cular topic or answer a few ques1ons.
Click here for an in-‐depth guide on expert roundup posts.
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What is an Expert Roundup Post?
What We Learn From Carlos Gil
How to write a blog post with shareability in its DNA and get exposure to an influencer’s fans.
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Carlos’ blog post Social Media Marke9ng: 50+ Predic9ons for 2017.
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Example
Carlos’ blog post featured 50 social media marke9ng experts that answered these two ques1ons:
1. What is your 2017 social media predic1on?
2. What is the most important social network?
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Why was Carlos’ Post Effec9ve?
It got him access to many different networks of the expert and influencer contributors.
When another person, publica1on, organiza1on etc… promotes you, it’s almost impossible not to share that with friends and your personal network.
When I asked Carlos about contributors sharing the round up post, he said:
“That’s personal branding…When you see your name in a headline, you want to tell people about it.”
Every one of the 50 experts in the post was incen1vized to share this post and many did.
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The original post got 34 shares just on Facebook but others also posted the ar1cle directly to their Facebook wall and tagged Carlos (you see his name in blue in the post descrip1on, this is explained later).
These shares happened before Carlos even promoted the ar1cle or let the contributors know it was published.
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Every one of the 50 expert contributors in the post was incen1vized to share this post on their own and many did.
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By The Way…Follow me on Instagram if you aren’t already
I’m mix things up all the 8me like the Oscars (I don’t).
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The Bigger Picture
Expert Roundups Get a Lot of Exposure AND Provide Value
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You can see based on David Dyer’s comment why posts like these are popular to consume. You have a network or experts concentrated in one ar1cle, around one topic. That’s pre`y valuable when done well.
Since Carlos is providing a lot of value, any exposure he gets will be more meaningful. This post has a lot be`er chance of increasing his network of followers than a similar post “My 50+ predic1ons for 2017”.
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At the top of Carlos’ post, it says “With Vincenzo M Landino and 64 others.”
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“Tagging” Roundup Contributors to Increase Facebook Shares
Carlos tagged contributors and others so each person received a Facebook no1fica1on about the Facebook post / ar1cle. Each tagged person can either allow the post to show up in their Facebook feed or share the original post.
To do that from a computer, do the following…
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From your personal Facebook profile, click the box that says “What’s on your mind?”
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Type in the post descrip1on and paste the link to your ar1cle.
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Click the person+ icon at the bo`om leh of the box.
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Start typing in the name of someone you want to tag.
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Select the person you would like to tag and con1nue un1l you have tagged everyone on your list.
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Tip: You can also men1on specific people in the descrip1on of the Facebook post. To do so, type the @ symbol followed by a person’s name and select their name from the drop down menu.
A Caveat on Round Up Posts
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Some people are not fans of the round up post, for good reason. Round ups can be done badly and end up going the way of “click bait” ar1cle 1tles -‐> 7 die1ng myths to blow your mind — number 3 will shock you!
This gives everyone an opportunity to stand out. When done well, round up posts can be provide valuable exposure for you and value for your audience. Wri1ng an expert round up post with your customer experience in mind, instead of which die1ng myth will shock them, probably produces be`er results.
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For really good insight and a twist on round up posts, read Rand Fishkin’s Whiteboard Friday video/ar1cle here.
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