Content Marketing, Guest Posts, Blogging and Content Creation

Are You Growing Enough Voices

I’m back from my family vacation in Canada. While I was away, Convince & Convert featured 11 guest blog posts from friends, clients, and colleagues. Some of the guest writers blog on occasion at their own sites. None of them blog routinely.

You might expect that this blog that has been written almost entirely by me for two years would experience a bit of a lull during this period, as different authors with less blogging experience took over.

You would be entirely wrong.

Instead, traffic here on Convince & Convert is actually UP since I went on vacation. Visits are up. Page views are up. Retweets are up. RSS subscriptions are up.

First of all, tremendous thanks to the incredible team of guest bloggers who did an amazing job keeping the content fresh, and the conversation lively.

Second, this circumstance raises an important question: Are You Growing Your Voices?

Certainly, there is a benefit to creating content on a daily basis. Whether it’s blog posts, video blogs, Powerpoint presentations, podcasts, haiku, or graffiti art, practice makes the production process easier. But, it doesn’t make the ideas any better. Don’t mistake experience for expertise. Those words are often used interchangeably, but they are not the same. The former is based on repetition, the latter on mastery. Blogging every day doesn’t make you a better thinker or consultant, it makes you faster at WordPress formatting.

Spread the Love

It’s easy to fall into the trap of relying on one or a few persons in your organization to be the content creation mules. They like it. They’re pretty good at it. Nobody else is that eager to wear the thorny blogging crown. But remember, every successful content creator starts the same way – with no audience, and a blinking cursor. Chris Brogan started with zero posts and zero readers. Same with Gary Vaynerchuk, who started his uber-popular video blog because he’s not a very good writer. Before Permission Marketing, how much audience did Seth Godin have?

To continue invigorating your content, you have to always be recruiting new voices. They’ll bring a different perspective, tonality, and topical focus to your content initiatives. What I really appreciated about the C&C guest bloggers is that almost across-the-board they wrote about topics that I never would have thought to have tackled. I couldn’t write Katie Van Domelan’s post about social media listening tools. I don’t have the chops to write Mike Corak’s piece on the role of language in content marketing. Josh Lysne contributed a social marketing management process (and companion document) that I’d never seen. Indra Gardiner covered social media law in a way that I cannot. Mike Cassidy made me (and a lot of other people) think differently about the intersection of social media strategy, and business objectives. And so on.

Whether it’s finding other people in your company to contribute an occasional post, recruiting guest bloggers from within your industry, or encouraging your customers to let you interview them for a podcast, make finding and supporting new content creators a mandatory part of your content marketing strategy. It will pay off.

How have you found and incorporated new voices into your content? The comments are yours.

Facebook Comments


  1. says


    Inviting, commissioning and curating content that expands the relevance of your blog to its readers is the part of engagement that's not talked about enough, IMO. Because you are tapping into the expertise AND networks of other people, so the result is greater than anything you can do on your own. Cheers to another great post.

  2. says

    Not only inviting content, but also nurturing the relationship in a mentor/mentee relationship wherever possible is incredibly important to me. I would be nowhere without the help I have received from various committed individuals throughout my life.

  3. ginidietrich says

    Jay – we've also learned this lesson over at Spin Sucks. While I did a nice job of building a growing a culture as the sole author, and I managed to put out some decent content, when we launched the blog to the next level of multiple authors and varying voices, our traffic has gone through the roof. I'm with Ian – when you tap into the expertise and networks of other people, the value is astronomical. Great reminder about varying your content and asking your super smart friends for help!

  4. Mail4eellis says

    I admire that you not only acknowledge but also embrace the value of your guest bloggers' different gifts. You, sir, *get* it. It takes multiple voices to create harmony and bring out subtle nuances that escalate musical impact.

    I will continue to read your blog for many reasons, the least of which is this: to get mentally tickled by such clever turns of phrase as “content creation mules”.

    My best to you,
    EJ Ellis

  5. says

    Ha! Thanks EJ. My goal is to twist and torture the language wherever possible. All in an effort to drive my Mom the English teacher crazy. Thanks for the kind words. Much appreciated.

  6. says

    Funny you should post this today, I was just talking to a friend about your guest post series, saying I thought it was great to read some new voices and I was thinking of doing something similar for when I go on vacation in a few days. Really loved it!

  7. says

    Thanks Maddie. All the credit goes to the guest posters. I'm actually thinking about having one or two guest posts weekly, if I can get enough and keep the quality high.

  8. says

    The networks is a big plus. All the guest bloggers have different followers etc. than me. Some overlap of course, but it introduces the blog to new people, which is a huge bonus.

  9. says

    I am 100% sure you will be able to, based on the quality of your recent guests. I have 4 regular monthly guest posters on SocialFishing, one for each week of the month, each having a particular angle to discuss regarding social media and associations/nonprofits, and it's rounded out the blog really beautifully. Made it better than we could ever do on our own!

  10. letstalkandchat says

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out:

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