If you’re starting to put yourself out there as an expert in your cannabis niche one way to expand your reach is to get interviewed on podcasts and contribute to authority sites. There are many ways to go about it, from joint webinars and guest appearances to writing blog posts just for their audience - which should be your audience as well. But if you're not sure where to start here’s an 8-step play-by-play of how to go about setting these opportunities up.
The best way to figure out where to guest post or to be interviewed on a podcast is your own audience. Find out where they like to get their information and what podcasts they listen to. This is where you want to be. You may as well make it easy by going where your audience already goes to get their info.
With that being said, be realistic about who will accept your offer at first. If you're brand new to the industry don't expect to be featured in Forbes any time soon. And don't plan on being interviewed by the Joe Rogan's of the podcast world either. Shoot for smaller creators at first and work your way up to better-known creators once you've gained some notoriety in your niche.
As you find these opportunities, keep a spreadsheet with the information you need to contact them. Pay close attention to the person who runs the podcast or blog because you want to ensure that you appeal to them when you present your offer. So do your research. Figure out who they are, what they're about, what they're up to, and why you are the right person to speak about your niche topic to their audience. And, to make things extra easy, you can use this spreadsheet to keep track of any details and links as the relationship progresses.
Once you have their contact information together you'll want to create an outreach template. Make sure the template letter explains why you're a good fit for their podcast or platform but focus more on what’s in it for them. And make it as clear as possible that you’re going to do all the leg work. You want to get the point across that all they have to do is ask you a couple of questions or let you create targeted content. When you've got that together you can use it as the start of your personalized letter to each site owner.
After you’ve sent the first email, give them a few days to respond before following up. But don't leave it hanging. Not everyone is good at checking their email, and no response doesn't necessarily mean no. My rule of thumb is to shoot out an email, hit them up on social to let them know you emailed them, then give it three days before sending a polite follow-up email. If you don't hear back give it a week, then send them one last nudge letting them know how to contact you if they get around to it in the future. As you reach out, be sure that you're taking notes about where you are in the process on your spreadsheet. So actually create columns and markdown when you've sent out that initial contact, follow up one, and follow up two.
Once you get the offer, don’t let them down. The host is relying on you to show up at the allotted time to do your interview or to turn in your contribution by a specific deadline. Ensure that your contribution meets all their requirements and that you do what you promised to do. And, of course, make it a point to go above and beyond whenever possible.
The good news is that, to make your life extra easy, you don't have to do it all from scratch. A great place to start is to go over your cornerstone content so that you can remind yourself of your ideal audience and what they want and need from you. Figure out which segment of your audience goes to that information source you're guest publishing on, and using that cornerstone content as your guide, create new content for your contribution.
Before, during, and after the content is published, be sure to tell your audience about what you are doing. This is a great way to generate buzz, user-generated content discussing the opportunity, and to start up a discussion after the show based on what you said. The better you are at promoting the content, the more likely you are to be asked back.
Once your content is published, people will respond to it. There may be entire discussions surrounding the podcast or content that you need to be involved in. I like to show up in the comments section live for at least an hour after the content is published. But If you want to get really fancy with it, you can even offer to do an Instagram or FB takeover of the host's account so that you are showing up in their comments section as a separate mini-event. Do the same on your own page as well and then check back often and set up alerts so that even if you get comments a year from now, you can stay on top of the conversation.
A final note here is that, as you become more well-known, you will start getting more offers and not all of them are equal. So make sure that it's a reciprocal relationship. Show up and put your best foot forward for them, but in return, you need to make sure - well ahead of time- that the offer is from a trusted authority and that you can link back to your website. After all, even if you don't directly sell anything in the content itself, marketing yourself, your product, and your service is the whole point.
Whatever you do, don’t get discouraged. It can take some time to start getting booked, but it’s more than worth it to keep asking. This 8-step system will help.
That’s all for today but I do hope you found some inspiration. What do you think? Are you going to put some feelers out there for guest content opportunities? Who do you have your eye on and what will you talk about? I want to hear all about it so be sure to join the conversation over in the Facebook group. You can find the link for that along with loads of other great resources in my show notes.
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