30 second summary:
- Roundup posts are content in which a list of selected experts provides insights into the same topic in short descriptions containing their opinions, predictions or ratings.
- Creating an expert roundup post for your website or blog can take some prep and organizational work, but it brings undeniable long-term benefits in terms of traffic, authority, and peer recognition.
- In the guide below, I'll walk you through each step of creating a enticing expert roundup post for your website.
Publishing valuable content is a constant challenge when it comes to the formats and topics to be covered. As a blogger, digital marketer, or content creator, you already know how much thought goes into bringing fresh, engaging content to your audience on a regular basis. Readers appreciate formats that they are familiar with and that they can easily consume. A roundup post is an example of a successful approach to topics of interest to your industry.
Roundup posts are content in which a list of selected experts provides insights into the same topic in short descriptions containing their opinions, predictions or ratings.
Creating an expert roundup post for your website or blog can take some preparation and organization, but it brings undeniable long-term benefits in terms of traffic, authority, meaningful relationships, and peer-to-peer recognition. When you put together a group of experts to answer the same question, you not only generate relevant content for your website, but you also build strong relationships with experts in your industry.
When a list of selected experts answers a well-placed question, you end up with valuable content that is highly shared. So let's see what it takes to get it right. In the guide below, I'll walk you through each step of creating a enticing expert roundup post for your website.
1. Brainstorm possible questions
The first step to take after making the decision to publish an Expert Roundup post is to find the perfect question to ask the experts. This is the key element of your post and will determine whether it will be successful or not.
The perfect question may not be easy to find, but take your time to find it. Brainstorm as often as you need before deciding who to invite. All further efforts to find influencers and experts could be in vain if the topic you selected does not fit the Roundup format or does not arouse interest in your readers. So I would encourage you to find a question that will resonate with both your readers and experts.
Things to consider when brainstorming
To better understand what kind of questions are appropriate for a Roundup contribution, imagine the bottom line. You want your experts to provide your readers with their own judgment, advice, or insight into a topic that your readers are familiar with. It won't be a 101, critical debate, or brain pick for highly specialized information.
Your question must be:
- It is easy enough to give your respondents space to get in-depth answers without the need for additional questions.
- General enough to give you a reasonably long list of influencers, experts, and peers. If you go into a niche, you can potentially talk about it to a handful of people.
- Original enough to make your readers curious about the topic and what experts say about it.
What about the subject you're going to ask about? Of course, it has to be specific to your website or niche and what you typically write about. The key is to find a topic that interests or interests your audience. Perhaps a trend or topic that usually creates debate or behind-the-scenes information that regular posts don't really address.
You will have the opportunity to gain insight into the latest trends that everyone is worrying about, or tips and tricks on best practices that experts have discovered through their experience and expertise.
Examples of questions:
- What is one piece of advice you would give to a beginner?
- What would you have done differently when you started your blog?
- What do you think is the future of blogging?
How to get ideas
Easier said than done? If you don't have a topic to think about, do a little research to come up with a list of possible questions for your summary.
Use tools like Ahrefs Content Explorer to find trends in your industry and topics that are attracting large numbers of readers. You can filter the results based on their social proportions, number and quality of referring industries so this and similar tools can give you a good idea of what topic to pursue.
With these things in mind, fuel that creative engine and get ideas down on paper, whether they are perfect candidates or just potential chasers. It's best to have a long list to start creating the winning question for your Roundup submission.
2. Find talented experts
After you've found your question, you should have a good idea of the expertise of your respondents. Assuming you've been in your industry for a reasonable amount of time, you should already know who the experts are in your niche. You want to create an extensive list of experts of at least 50+ as not all of them respond to your request.
In your Expert Roundup Post, let's create a profile for the ideal respondent:
- They are directly related to the industry you write about
- They have a good follower base and an audience that they consider influencers
- You have contributed to roundup posts in the past
- They are constantly sharing thought-provoking, original ideas on their social media and personal or business blogs
- You have authority in this area: company owners and founders, top positions in companies in the industry, speakers, success bloggers and more
A convenient and quick way to identify potential candidates for your Roundup post is to review other Roundup posts in the industry. Does this approach seem lazy at first? The redundancy of a Roundup article does not come from the list of people who contribute, but from the topic you choose.
As long as you can get your respondents to bring something original to the table, it's perfectly fine to pick them from other Roundup articles.
Depending on your topic, you may find dozens of experts who already have the potential to accept your invitation. But don't put your eggs in one basket: there are other ways to find strong, authoritative voices in your niche.
A simple search on social media can give you a good idea of who is interested in the topic you have chosen and who fits the ideal profile outlined above. Twitter and Facebook are also great platforms for finding experts in your industry.
For our roundup post on blogging tips for beginners, we gathered content from CEOs and founders of content marketing websites, writers, bloggers, and podcasters in the digital marketing space. All of them were able to give us valuable insights into what blogging is like for beginners and what to do to be successful.
Web search is another easy way to get your expert list together. We were able to find multiple experts just by typing our keyword or phrase into Google. Look for bloggers who have been into your topic, or similar topics, and browse their previous posts a little more to get an idea of who you will be reaching out to.
Ahrefs, BuzzSumo, and Hootsuite are other great tools for researching breaking topics and authoritative blogs as they show real-time data on their referring industries, traffic value, and the number of approvals they get on their posts.
3. Find their contact information
Once you have a list of experts, bloggers, and influencers who can give you valuable insight into the topic you want to cover, it is time to gather their contact information.
It is best to keep a database of their information on a simple google or excel sheet with their names, email addresses, url to their website, the date you contacted them and a column in of checking whether they have submitted content or not. You can be a little more advanced with a CRM or email outreach tool like Mailshake.
Keeping your contact information organized will speed up the prep process and avoid awkward situations like sending an invite twice or forgetting to follow up.
Some of the experts you are trying to reach do not have a visible email address. However, you can find them using tools like Hunter.io by simply entering their first and last name, as well as their domain name. You will receive a list of the results found. Ideally, you would start your invitation privately. However, if you still can't find the email address, you can use the other social media platforms to send a tweet mentioning your plan or a simple message.
Here are more tips on how to find contact information for people you want to reach and what best practices to follow.
4. Contact your experts
The first time you contact someone, it's a good idea to look into cold email best practices. Roundup posts are a great way to get quality backlinks and the people you connect with are well aware of the positive impact their contribution can have on your traffic and domain. However, you cannot endorse a website or blog that does not prove to be of value all the time.
We can talk about best practices for getting cold emails for days, but that would take too long. What I highly recommend is that you be sincere, polite, and friendly when reaching out to your experts. It goes a long way and you can tell when someone is real as they receive hundreds of spam emails every day.
I also recommend that you personalize each and every one of your emails. Yes, it will take some time, but you will have a higher conversion rate than if you sent everyone the same bulk email.
I don't have a template to get you started, but below I have provided a screenshot of an email I sent to one of the experts we included in our roundup. Feel free to use it as inspiration and ideas.
Another fantastic way to reach out to experts is to join them and get in touch with them through their live streams. We used this tactic to reach out to one of our experts who did not respond by email. It worked out and he gave us some great advice on his live stream.
5. Put everything together
Getting enough input from the experts you have contacted is a great accomplishment in making a great roundup post. But your job is not over yet. Gathering the content you just received from your guests is very important as it has to be a high quality presentation that they will be happy to share on their channels so you can meet a new audience.
Things you want to include
- A headshot
- your answer
- Short biography
- Social media and website handles
- And your own comments
As you can see in our summary post example, each contributor's section starts with a professional picture of the contributor, the content they submitted, and ends with our own thoughts on their comment. We've added easy-to-follow social media icons that will take you to their Twitter, Instagram, Facebook or LinkedIn profiles, their titles and links to their main projects: companies they work for, blogs, YouTube channels and other .
We wanted to make it easy for our readers to follow and connect with our experts through their blogs, companies and social media accounts.
While you want to highlight the value of each contributor, you also need to consider your reader's interest and clearly answer a need or question from your audience.
6. Promote your post
Promoting your posts should be in the interests of all of your contributors, yourself, and your audience. The effort you put into putting this content together is ideally rewarded with significant organic traffic, a good number of high quality backlinks, and most importantly, starting new and meaningful relationships.
You should also edit the content carefully so that each contributor receives equal attention and appreciation. Take the time to thank each one of them for their contribution and don't hesitate to personalize your message with your own personal impression of its content.
Backlinks are certainly welcome, but an explicit request may not be appreciated by everyone you will contact. The best way to get your contributors to share the Roundup post is to simply ask them if they could share it with their audience.
Infographics, tweets, quotes in one picture, newsletters, and paid ads are great ideas to get your content everywhere and promote it like crazy.
Conclusion: Creating an expert roundup post is definitely worth it
Publishing an expert roundup post may not be for everyone, but for certain industries and domains it can be a valuable long-term resource, both for your audience and for your peers. And of course for you.
Focusing on the value your post should bring to your readers can help you pick an enticing topic, ask the right question, and pick the right people to answer it. While no one can ignore the benefits of a roundup post for contributors and creators alike, backlinks and traffic shouldn't be your only concerns.
Ultimately, the success of such a compilation depends on the approvals, recommendations, and traffic you get from your audience. Create a fantastic expert roundup post by asking a question your readers are interested in and your contributors can easily answer.
Give this type of content the time and effort it takes and it will prove to be a fruitful initiative, both among your peers and as a relevant contribution to your website.