Guest-contributed content, guest blogging, guest posting — whatever you call it, the practice of turning your unique expertise into original content for targeted outside publications is a powerful element of a complete content marketing strategy.
Done right, guest posting is a mutually beneficial strategy. You earn the opportunity to reach new audiences with content that communicates your expertise, and publication editors get to consistently share new ideas and insights with their readers.
Part of unlocking those benefits and improving your content marketing is knowing what editors are looking for and how to deliver it. That's why the team at Influence & Co. asked them exactly that.
We surveyed editors at online publications across industries and analyzed more than 3.5 million pieces of published content to get a read on the state of digital media today.
What follows is a high-level look at some of this year's trends. For the complete findings from our survey, an analysis of millions of pieces of published content, and insider information about proven ways to enhance your company's guest posting strategy, download your copy of "The State of Digital Media 2018."
For an in-depth analysis of these findings, quotes directly from editors at leading online publications, and even more data and analysis from our review of more than 3.5 million pieces of published content, submit your information to download your complete copy of "The State of Digital Media 2018."
More than three in four publication editors report publishing between 1 and 10 articles from guest contributors each week: Fifty-seven percent publish 1-5 posts, and 19 percent publish 5-10 posts per week.
Ninety-four percent of editors say they plan to publish the same amount or more of guest content this year. Only 6 percent of editors surveyedreported planning to decrease the amount of guest content they currentlypublish.
When editors were asked what forms of media, besides written articles, they planned to publish this year, 67 percent said video, 52 percent said infographics, and 46 said podcasts.
Seventy-nine percent of editors say that one of the most common problems with guest posts is that the content is too promotional. In addition, 56 percent of editors say they receive content that isn't a fit for their readerships.
Ninety-four percent of editors say they plan to publish the same amount or more of guest content this year. Only 6 percent of editors surveyed reported planning to decrease the amount of guest content they currently publish.
When asked how they determine the success of the guest content they publish, 93 percent of editors said they use page views as a metric. Seventy-five percent also say they look at time on site, and 69 percent look at social shares.
Content was most often published midweek, with a high on Wednesdays and a drop-off on the weekends. Audiences, on the other hand, are most engaged with content on the weekends — liking, sharing, commenting on, and reacting to content on social media most often on Sundays.
Most content was published either at the beginning or the end of the year — with a spike in May. Audiences were more engaged with content at the beginning of the year than toward the middle or end. December was the lowest month for content engagement.