Using a Guest Post to Promote Your App

One way to get attention for an app is to post a guest post on someone else’s blog. It’s not difficult to do. The basic process is this:

  1. Find a blog that posts related material.
  2. Approach the blog owner and offer them a post that adds value.
  3. Write a post that fits the blog’s style and purpose.
  4. Send it to them.

That sounds very easy, but there are a lot of complications in the process. First, you’ll want to do a lot of research to find blogs that are related to your app. An easy way to find these blogs is to track related terms on Twitter and see where articles are coming from. See which blogs show up over and over and have their posts retweeted by a lot of people. Those are the most powerful blogs, of course. You will likely have to start with a second-tier blog. It’s almost impossible to get something posted on TechCrunch, but there are plenty of sites that will take a first-timer’s blog post if you have some quality material in your repertoire.

The next issue is how to approach the blog owner. I’ve found that the direct approach works best. First, check the site to see if there is a form for would-be authors to fill in. If not, find the address for submissions. Then pitch the article. Tell them that you like their blog, that you find it interesting, and that you think you have something to offer. Think carefully about what you can do for them, not just what they can do for you.

Once you’ve been accepted, you’ll need to accomplish two goals:

  1. Provide a great article.
  2. Get publicity.

The first is crucial. If you don’t write a good article, the blog owner might not even post it. The second is also quite important, since the whole point of the guest post is to gain attention for your app. There are two ways to approach the publicity issue. One is to make your post all about your app or somewhat about your app, and use your post as an advertisement. Some blog owners will allow this, but most won’t. At most, they’ll allow a small plug with a disclaimer that you work for the company and you’re biased. The second method is to write something relevant to the blog and then include a personal biography which links to your own blog or app.

Once you’ve submitted your guest post, be sure to watch for its publication and Tweet and update Facebook and Google+ about it so that it gets the widest possible audience. Good luck!

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