How to Exponentially Grow Traffic Using Ego Bait Posts – Blogging for Links and Social Mentions
When you’re developing content on your site it comes down to two steps. Step one, make outstanding content that is relevant to your users. Step two, promote the hell out of it. However it’s not easy to convince sites and other brands to mention your content no matter how good it is. One of the best ways to out-reach to influencers and other businesses in your niche is to simply mention them in your content. Ego-bait is simply an asset on your site such as blog, list or article that mentions other thought leaders in your industry with the aim of connecting you to them and gaining social shares and mentions.
But Why Use Ego Bait Posts?
When you’re relatively new to an industry or a small player getting on the radar of industry leaders can be a challenge. People don’t know who you are. Ego posts are any easy way to address that challenge. A good ego post is a way to introduce yourself to leaders by mentioning them on a blog post or social share as appose to simply getting in contact with them and saying check out my site. The key is to make your content interesting and relevant to them and your audience.
The beauty of ego bait is you can reach a much wider audience than you can on your own. A good ego post will be irresistible to share. Getting your influencers to share, tweet and mention your post puts you in touch with their audience. Not only does it give you the opportunity to exponentially grow your traffic, but it gives your brand credit and authority through being mentioned industry leaders in your field.
How to Form an Ego Post Strategy
The first step in creating an ego post strategy is to create a piece of content that is thought provoking and relevant to your industry, and of course is searched by your customers. The aim is find an angle that allows you introduce yourself to key opinion leaders. The key is to create a piece of content that is so interesting they will feel compelled to respond, share and hopefully link to your post. A few options are presented below but there are many more. Get creative and find a new way to mention and provoke engagement through the content on you site.
One example is to create an opinion curator piece. This methods involves asking a question that is a hot topic and relevant to your industry. A current good example for the SEO industry would be to ask questions relevant to Penguin 4.0 such as:
“Will Penguin 4.0 Finally Kill Off Private Link Networks? 10 SEO Experts Discuss?”
Or for Social Media
“Facebook Blue Print Certification? Is It Worth It? We Asked 10 Experts Their Opinions”
In using this technique you are getting two benefits. A piece of content that has a great authorship of thought leaders giving your piece tonnes of authority. Plus the likelihood is once the content is published your influencers are going to share it.
Another form of ego post is a list. Lists are a great way to get mentions from other products if you sell a good. Essentially these are “the best of” or “top ten” style posts. Try to think of products that are related to your niche, but are not your direct competitors. This form of ego bait is perfectly suited for online marketers. For example say you sell surf apparel, a good ego bait post might be: “10 Surfing Apps That Will Take Your Surfing to the Next Level”. You know this article is relevant to your customers but it’s not in your competitive market. Then once you’ve written the article notify the app developers that you’ve given them a review and ask permission to use some screenshots of their app for the article. More than likely they will be more than happy for the free publicity. Once the article is done you can request a share. Many of them will do so, gaining you free mentions on their social media pages and putting your brand in front of their customers.
Another successful strategy is to ask for an interview with a key opinion leaders. Interviews are not only a great way to get your brand out there with a key influencer but is a great way to make connections. The aim is not make the interview both flattering, but you don’t want to be a complete brown nose. Make sure you have some challenging questions that will show off their interviewee’s expertise in the subject.
Ego bait doesn’t have to be a one off content piece strategy. Try incorporating it into your everyday blogs and social media posts. Everyday mentions is about showing your readers some content that they may be interested in. Sharing influencer’s content and linking to third party content in your social media posts are example of everyday mentions that can be leveraged. It shows the person receiving the mention that you value their knowledge and content. Make sure you reach out to the experts you mentioned to let them know you gave them some love. You may only get a thank you, but you may get a social share or even a link in return.
So there you go. Ego bait tips and techniques that can really drive traffic to your site. Of course you don’t want all your posts to be ego-bait. Think of ego bait as part of your overall SEO strategy for making connections to leaders in your niche. It’s a bit of unfortunate term ego bait. Because it makes it sound more manipulative than it is. Really, it’s about showing others you appreciate their work in the hope they will return the favour.
Daniel Deelstra is a keen digital marketer, SEO and entrepreneur from Perth based marketing agency The Marketing Mix. Daniel is passionate about business growth using all digital marketing channels. Always scoping for innovative ways to communicate with customers, and provide engaging content, Daniel loves nothing more than driving sales through qualified web traffic and leads