Drive Crazy Traffic and Increase Conversions with Roundup Posts
How Using Roundup Posts Can Deliver Crazy Traffic With Clever Research, Outreach and Social Communities
It’s always great fun to see a piece of content like a blog article or a bigger resource to start getting traction in social media, getting re-shared, liked and re-tweeted. What’s even better is traction from people that engage with our brand and eventually become our clients.
We create, publish and promote content on a regular basis so it was only second nature that we started looking for ways to maximize the reach and visibility of our efforts. So in this post I will show you how we took advantage of roundup posts, and the insane traffic that we managed to get from them.
What you will learn in this article
- What a roundup post is.
- What types of assets work well in a round-up post.
- How you can leverage third party assets for your own benefit.
- How to tap into the power of the community to build the value of your content.
- How to ego-bait.
So first things first, let's cover the basics.
What is a Round-up Post?
A roundup post is a blog post in which you “round up” experts or influencers related to your industry, and provide a nice showcase of them in the post. This can take a few different forms, from opinion roundups to showcasing the best infographics, or collecting the most delicious recipes from around the interwebz.
Now that we are clear on that, I’ll walk you through the process of how you can produce and promote these kinds of posts. The example post below will be featuring infographics, but as I explained above, other types of content will work similarly well.
Step 1 - Find 10 infographics related to your business niche
Ideally you want to find infographics form influential sources, because as we will see later on their influence and authority will become your competitive advantage.
The way we usually go about this is with Google Image Search, using the following simple query like:
“world cup infographics”
Here you should spend some time finding 10 infographics from this search result page where the source has decent site authority. You have a number of choices to figure out the authority of a website, so I'll list a few tools below, both paid and free tools.
You can also do a manual review of the website that features the cool infographic you are about to embed in your own post, so I definitely suggest browsing around the site to get a feel for its value.
Sticking to our world cup theme roundup example, I would consider featuring this infographic from OfferPop. The article received tons of shares and the website has a domain authority (DA, a Moz.com metric) of 76 / 100. Not too shabby.
If I can get them to share my roundup post, or mention it somewhere on their site, I just might be able to secure a valuable backlink, and get my roundup post in front of their considerably large audience. Sweet!
Step 2 - Produce Your Roundup Posts
As you probably imagine there isn’t a lot of copywriting to do for this post as your post will need to just talk a bit about each infographic, but there are some important steps you need to pay attention to.
- Link to the source of the infographic.
- Write a few sentences for each infographic about how it's relevant and why it made it into your roundup post.
- Create embed codes for each infographic
- Put them underneath each of your infographics, so your visitors can easily embed them on their site and get you a link. Don't slack on this one!
- Hit the publish button:-)
Step 3 - Promotion, Outreach and Relationship Building
Now we are getting to the fun stuff, this is where your research work that you did in step 1 will pay off. Below is an outline of the process that we go through when we promote this kind of content.
Pinterest is leading in U.S. e-commerce conversion rates in 2015!
Pinterest Group Boards
Use Pinterest group boards to get your infographics in front of tons of relevant eyeballs. While Pinterest is dominantly female and roundup posts about the world cup might not resonate too well with them, you might be surprised how well Pinterest can convert in other verticals if you funnel them properly.
Pin each of these 10 infographics in relevant community boards. This means that you are multiplying the power of your Pinterest marketing tenfold, and you will start seeing crazy traffic and repins on your content in no time. Check out these numbers we had after 2 weeks of publishing on one of our client’s content:
These below are the shares for the roundup posts. Pinterest, wow.
Initiate a relationship. Those guys that produced the beautiful and very informative infographics will hopefully realize that you featured their work on your site and gave them a link (you did create dofollow links to their site, didn’t you?). Either way you will need to initiate a relationship with them, and linking to them from your roundup post is a perfect way to start that. So follow their Twitter profile, Like their page on Facebook, and email them about your roundup post.
Ask them nicely to return the favor and share your piece on their social accounts. This is where it becomes important that you find authoritative and influential sources for your infographic, so take the time initially to do proper content research!
Conclusion and Takeaways
So this is it guys! Once you go through steps 1-3 that I outlined above, your should be well on your way to enjoy the following metrics that will be important for you, or to your client:
- Crazy numbers of social shares. If your social targeting is spot on (ie. you found relevant social groups), these signals will provide valuable targeted traffic, and in some cases SEO value as well.
- Referral traffic from your newly found friends. Once you manage to negotiate a link back to your roundup post, or just a mention on their Twitter account or Facebook Page, you will be successfully tapping into their large audience.
Also if you followed Steps 1-3 closely, you basically produced your first ego bait post! If you want to leverage egobaiting in the future for your sweet marketing pleasure, I highly recommend checking out this guide by John Cooper.
You made it to the end, congratulations! You just became a bit smarter about using third party assets to your advantage. If you have any questions, comments or feedback on how this process can be made better, fire away in the comments section below!