How to Get Your Posts Published on Major Websites: An Interview With Dorie Clark — Part 2
By Peter Szanto
This is the second part of my interview with Dorie Clark. Clark is one of the most successful marketing consultants and a frequent contributor to Harvard Business Review, Time, and Entrepreneur. In the first part, we talked about strategies that can help you to write guest posts that major websites will publish.
How long could it take to see results from blogging?
It is almost certainly going to take longer to succeed than you think it will.
It’s not realistic for anyone to expect that within the first year their content creation efforts will show much traction. It took between two and three years for me to start getting significant inbound attention.
And in the first few years, you didn’t get any relevant traffic?
I was blogging on other people’s sites, so traffic, per se, wasn’t necessarily my goal.
I was more into the social proof that came with blogging for those publications. And it served that purpose, so it was not without benefit to me. But in terms of things that I hoped would happen as a result of writing articles, for instance, speaking inquiries or consulting inquiries and things like that, I had to wait longer. It took several years for that to happen.
There’s such a surfeit of content now that people need to see your name again and again and again before they say, oh, this person is doing something interesting, let’s reach out.
It can be incredibly frustrating, and the only advantage is that the vast majority of people give up and drop off. If you’re not that person and you are persistent enough, then your competitive field will be much smaller. You are not competing against a hundred thousand people at step two or step three. You are competing against a hundred people.
With so little feedback at the beginning, how can you decide if you’re doing a good job?
I would say I offer three things for that.
The first one is to have a core trusted group of people around you that can provide feedback. You need to find people inside and outside your industry whose opinion you really respect.
It can be incredibly hard for us to have the perspective to tell if something’s good or not. So talking things over with people who shoot straight with you and can give you insights can be enormously helpful. If you have half a dozen people that you trust saying, no Peter, this is good stuff, then it will be a lot easier to overcome the difficulties.
It’s also very important to get some benefit throughout. In my case even if three people read my blog posts, I was still able to say that I was writing for Forbes and the Harvard Business Review, and that was valuable as a credibility tool in my business. It also took the pressure off readership because that just takes time to grow. So if you’re able to find an immediate win, it will be much easier.
Finally, the third thing is to come up Go to the full article.