How to Create an Expert Roundup Post for the First Time Part 1 [EP 20 The Blog Chronicles]

January 5, 2017

expert roundup post

This episode of The Blog Chronicles is a bit different.

Instead of an interview, I recorded a meeting I had with blogger Maddy Osman.

Why? We are both interested in putting together a form of blog content called The Mega Expert Roundup Post.

I’m thinking that recording and documenting this experiment would be helpful for YOU so that you’ll know what a mega expert roundup post is, how they are made, and the purpose behind them (what they can do for you.)

Neither one of us has published a mega expert roundup before. You get to follow along behind the curtain. 🙂 Mistakes and all. 

By “mega”, I mean a post that features 50 or more experts. We have both created shorter expert roundups before, just not a super duper epic roundup.

As you can imagine, putting together a MEGA expert roundup takes some planning and strategy.

That’s what this episode is all about–planning an EPIC expert roundup post that rocks.

Want to follow our journey?

Here are some of the things you’ll be discovering about expert roundups posts…

–What an expert roundup post is and is not

–How to get many experts to respond to your email request

–How to stay organized as you keep track of inviting hundreds of people

–What good results can you expect from doing this form of content

–Some tools to help you pull this off

–And more

Now go and enjoy the show! You can listen or read the transcript below.

How to Create an Expert Roundup Post for the First Time


Maddy Osman Interview Transcript

( For those who like to read.)


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Matthew Loomis: Hi Maddy.

Welcome to the Show!

Madeline Osman: Hi Matthew.

Howzit going?

Matthew Loomis: Hey!

It’s going really good today.

I’m here to talk about round up posts with you but before we do that.

Could you go ahead and maybe give us an introduction of yourself. 

Introduce yourself with a short Bio of your background?

Madeline Osman: Absolutely.

You and I initially met over the internet.

When I was kind of I think more concerned with my blog which is called – Chicago Cheap Ass.

Chicago Cheap Ass


Which is still up, although right now it’s undergoing a little bit of a change since I’m not living in Chicago anymore.

Matthew Loomis: Right.

Madeline Osman: That’s a story for another time.

Nowadays I try to be more associated with my professional identity which I guess you could say is – The Blog Smith and you can find me on – the-blog smith dot com

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We basically help companies with different types of web copywriting like blogging or writing web pages or email sequences or social media marketing and to some extent WordPress template customizations.

Those are my three tiers of service and that’s kind of a good way to sum it up.

Matthew Loomis: I can’t remember exactly.

Where I first came across Chicago Cheap Ass. (Was that social media?)

I don’t know 🙂

Madeline Osman: It might have been through Brent. Jones.

But that we made that connection and we’re still chatting now.

As a matter of fact, I might want to have you back on to talk about your transition from Chicago Cheap Ass to whatever that’s going to be.

Madeline Osman: Absolutely.

Matthew Loomis: I think that would be an interesting story.

Because you get into rebranding and all that kind of stuff.

So I’ll keep in touch with you on that.

Madeline Osman: Sounds good!

Matthew Loomis: Great!

Today we want to talk about roundup posts.

That’s what this episode of The Blog Chronicles is all about.

It’s going to be a little bit different than normal. Today I’m not going to be interviewing you per se. This is going to be a regular conversation about roundup blog posts.

A lot of our time is going to focus on how to put a roundup post together.

Which is something that you and I have not done as far as a mega-expert-post goes.

Madeline Osman: That’s correct.

Really the best example of a roundup post that I put together was when I helped Social Brand Forum. Which is a digital marketing conference that takes place in Iowa city every year and it actually gets some really amazing speakers.

So my main experience at roundups posts from the creation standpoint really came down to that post.

Luckily the organizer knew the speakers really well and they were really co-operative but I don’t think that’s the way it usually works out.

Matthew Loomis: Right.

And we’re going to find out.

(This is an experiment that we’re going to be doing On Air here.)

Basically you, the listeners are going to be listening in on a strategy session between a couple of content creators having a meeting.

Maddy and I are going to do this all On Air and put together a mega roundup post.

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Madeline Osman: Can’t wait!

Matthew Loomis: So Maddy.

You and I have not had any previous phone conversations about this topic.

Until now we did trade some emails and you did agree to do this I think it was a couple of months ago.

So let’s start with what is roundup post because not everyone may understand it and I should actually always say, ”expert roundup post”  because roundup by itself can mean a lot of different things.

Basically how I define an expert roundup post is it’s a blog post that features input or feedback and answers from a group of experts.

Or experienced people in whatever topic or niche is covered.

What you do is, you pose a question to a group of experts and put their answers all together in one post.

Maddy, how would you describe a roundup post?

Madeline Osman: I would say it’s exactly more or less what you just said.

What really helps when someone asks me to be a part of an expert roundup post is knowing what they are looking for, past just basically answering the questions.

If it’s a word count that they’re after maybe sharing some examples of answers that people have already given. Especially if it’s a type of roundup for example where it’s like a tools post.

You don’t want to answer the same as somebody else because then suddenly that post gives a little less value depending on the situation.

Roundup posts usually include some sort of incentive for the expert to get involved. Whether it’s being associated with people that might be more expert than them.

The fact that it can provide backlinks back to their own website and links to Twitter, incentives for people to tweet out little sound bites from whatever their answer was. So it’s very much a branding opportunity it’s a marketing opportunity and everyone’s trying to become more expert especially freelancers or bloggers who want to be associated with some sort of expertise.

By participating in these roundup posts that’s a great first step.

Matthew Loomis: Absolutely.

You’re talking about authority, right?

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Madeline Osman: Right.


Matthew Loomis: They are trying to build up their authority.

On a given topic.

That sounds like a great definition as well.

Let’s talk a little bit about the ”why”.

Why do all this work and what are the benefits to roundup posts?

Well like you just mentioned, one of the direct results can be a ton of links or what they call backlinks. Along with social shares roundups are a straightforward ethical way to gain new backlinks.

When you’re new to blogging backlinks are when people link to your site on their site.

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So these links give a positive boost to your search engine optimization.

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In once case study I read over on Quick Sprout a guy whose name is John Cooper whose site is Point Blank SEO. He did a roundup post that landed his site six hundred and fifty-two links from a hundred and fifty-eight different referring domains.

So that was a pretty sweet result.

Not everyone that takes part in your roundup posts will link to your site. That’s something to keep in mind.

Now I personally don’t typically straight out ask,”Hey will you link to my site?” I would encourage them to share it and I would say,”Hey, this would look good on your press page!” Or something like that.

But I don’t normally get too stressed out on things that I can’t control.

Madeline Osman: That’s a good practice for anything in life.

Matthew Loomis: Exactly.

If they participate but don’t link.

Oh well, perhaps they’ll still share it on social. This is something that you can’t really control and if you try to push it you look kind of douchy.

Madeline Osman: Yeah 🙂

Matthew Loomis: So Maddy,

How do you approach other bloggers about backlinks?

Madeline Osman: I’m the same as you.

I don’t really like to ask directly for it even if that’s exactly what I want.

I think it’s more about finding an opportunity to be helpful. I’ll get emails all the time from people who read my articles and they’ll mention something that shows that they actually read it.

Not just that. They’re kind of emailing me, they’ll say, ”Thanks for writing this.” ”I got something out of it, here’s what I got out of it.” ”By the way, I wrote this post awhile ago that might be a good resource that you could link to from that blog.

And then sometimes they’ll mention that they’ve gone ahead and shared the post too. 

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So I think that sort of structure say’s a lot. It shows that person is not after that quick link but that they are actually willing to put some effort into connecting themselves to the post.

Also helping you spread the word.

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So I think that if I were to approach a blogger or some other entity about getting a backlink on their site I’d probably do something like that.

I’ll share one story really quick about different types of domain extensions.

Whether they’re dot com dot edu or dot gov, give different levels of authority to your website, Dot com is kind of basic so then obviously Google dot com is going to be a higher authority refer if they had a blog or whatever.

But a blogger that has just started is going to be a super low authority.

In general, a dot gov or dot edu referring backlink is one of the best kind of backlinks you can get. I reached out to one of my old professors who’s actually the associate dean of the business school that I went to now and he runs a dean’s blog and it’s on a edu site.

I reached out to him and said that I’m trying to build authority for this website and it was Chicago Cheap Ass at the time.

I was like, I’d really appreciate you helping me spread the word.

I was straight up with him, I said it has to do with the fact that the website that you blog on is a edu address. We already had a relationship prior to that point on a level of professional respect for each other. It was a very easy transition from the moment I asked him for that to the minute that he published something with my URL with a context to it as well.

So I think that sometimes if you’re just straight up with people. If you have an existing relationship with them that’s really a quality way of getting backlinks.

Obviously, it’s harder when it’s somebody that you don’t know. Which is why again it’s important to build relationships.

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Matthew Loomis: That’s a great story.

I’m really glad you pointed out that the suffix of the domain makes a difference.

I remember too when I did The New Writer Scholarship last year.

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I reached out to a lot of educational websites for that. But you’re correct it’s really all about building relationships.

I didn’t just contact you out of the blue and ask you to come on the Show. I mean I’ve been in contact with you and done a guest post on my blog before.

We’ve had some interaction and communication before.

Madeline Osman: Exactly.

That’s the best way to do it.

Matthew Loomis: It’s the same thing with the backlinks too.

Just a couple of episodes ago on the Show, I interviewed a roundup post expert.

Are you familiar with Minuca Elena?

Madeline Osman: It doesn’t sound super familiar.

Matthew Loomis: She actually makes a full-time income.

From creating mega roundup posts.

Expert roundup posts for other websites and one of the interesting things that she said was that only thirty percent of the people that she asks to take part in her roundup posts respond to her request.

This means if we’re going to want to have a hundred people on the roundup, we are probably going to have to send at least at a minimum of three hundred emails reaching out to people.

Probably more than that.

Madeline Osman: I think that’s it’s interesting that you bring up that stat too.

I’m really sure that it’s around that point no matter what the situation is.

Maybe sometimes it goes to spam or maybe they want to do it but they forget about it and they put it off and then the next thing you know the post is already published.

It’s interesting though from a personal standpoint whenever somebody asks me if I want to be part of a roundup. I don’t think I’ve said no yet.

I’ve always tried my best to get them an answer within a day or two of getting it so I don’t forget. That I kind of stays top-of-mind with them and if I do have a link or whatever they’re more likely to put it in. 

I think that one of the factors that could potentially affect that rate is answering the question,”What’s in it for me?” And kind of closing the loop on not only are you going to be featured on my website as an expert. But it’s that opportunity for backlinks your chance to associate with other experts in this space.

So I think that when we go about making a roundup post or mega roundup posts you really need to drive it back to the what is it that they’re going to get out of this?

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Matthew Loomis: Absolutely.

That is a great point.

We’re going to need to give them a benefit too.

Like you, I don’t recall turning one down because they’re actually a good way to start a relationship too.

Madeline Osman: Exactly.

Matthew Loomis: My guest a couple of episodes ago.

Minuca, she say’s that you can see epic roundup posts are now quite as popular now in our niche. (Being the blogging and digital marketing niche.)

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They’re just now taking off in other niches but they’re kind of cooling off in our niche but anybody listening who is a different niche than the ”how to blog” niche, these kinds of expert roundup posts can really do a lot for your website.

Minuca Elena has done roundup posts in the parenting niche gardening niche and even the sex therapy niche.

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And many others.

So if your niche is not in the how to blog niche or in the how to market niche then chances are an expert roundup post could still be a great piece of content for your blog.

We’re going to go ahead and do a roundup post in the blogging niche as an experiment to see what results we can get and see how this process goes.

The first thing we want to do is decide on a topic.

I think I have a possible good topic.One that I haven’t seen very much out there at all on coverage yet. I think it’s one that a lot of experts would enjoy replying to and giving us their take on it.

Madeline Osman: Well.

By all means, let’s hear it.

Matthew Loomis: I’ll go first here.

And say the question I have for experts out there is,

(I think this would make a really good post.)

How will virtual reality change blogging?

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It’s very straight forward and can provide a lot of different answers I think.

Is that something that you would be interested in?

Madeline Osman: I think it’s very topical.

The idea of virtual reality.

Matthew Loomis: It’s kind of a hot topic right now.

Madeline Osman: I’m trying to think how quickly.

We’ll be seeing a change in the blogging realm because of it.

So I’m about 60/40 on that topic right now. It’s definitely interesting, though. What I was going to say is along the lines of blogging and the blogging niche of expert posting.

Are a little bit over saturated. I one hundred and ten percent agree with that. Often times I’ll click through the links to look at one and skim it and be completely overwhelmed.

Because there’s just so much there.

Chances are I already know most of the information just from my own article reading book reading whatever. So I think the key is having a very unique question which is what you are proposing.

I like that I think there is a viral factor there.

As far as how I would answer that question I have no idea.

Matthew Loomis: Exactly.

I think we would almost need to target not just bloggers.

Maybe not even make other bloggers the primary focus but more like virtual reality experts.

Madeline Osman: Sure.

Maybe someone in the consumer electronic industry or something like that.

Matthew Loomis: We’ll talk in a minute how to target those folks.

Do you have any ideas, possibly topics?

Madeline Osman: Nothing concrete.

But I will say that there are so many expert roundups about what to do. Sometimes it’s interesting to talk about what not to do.

Matthew Loomis: That’s true.

Madeline Osman: Taking the more negative slant.

Because I think that we talk about it a lot in entrepreneurship. We fail fast you know it’s like don’t be afraid of failure.

And I think that especially online a lot of people like to sugar coat their experience and only talk about the good things.

You hear it on Facebook everyone’s always posting about they got engaged or they got a new puppy or a promotion at work. 

But they breeze over getting fired or an intense breakup or whatever.

I think with these roundup posts content in general is always about best practices or the gold standard or whatever it’s always interesting to talk about the opposite of that. 

So I don’t have a specific topic in mind but for example, this one roundup post that I did (and it wasn’t a mega roundup post) was only nine people and it was granted a little bit vague but just for example the topic was, ”What Marketing Mistakes You See People Making Most Often.” It was a bunch of different thought marketing leaders so it was interesting to pick their minds for that.

Matthew Loomis: That does sound like a good way to go.

It seems recently I’ve come across one or two like, ”What was your biggest mistake?” I don’t know…

Madeline Osman: Yeah. I like stuff like that.

If the topic was on something like maybe not regrets because regrets won’t be the best word. But something like, ”What’s your biggest regret from when you started blogging ?” Or your biggest setback or something like that.

Something that made you want to throw in the towel but then you did it and you got better because of it.

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Matthew Loomis: How about combining the two.

And say ”Well, what’s your biggest virtual reality mistake?”

(I’m just kidding) 🙂

Madeline Osman: I was just about to say.

That might be too new to be too many 🙂

Matthew Loomis: Right.


Madeline Osman: It’s all warm and fuzzies right now for virtual reality.

Matthew Loomis: It really is.

I mean you see these commercials of these people wearing these goggles and crying and just like…

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Madeline Osman: Yeah.

That’s a little over-the-top, to say the least.

Matthew Loomis: They really are.

I ended up getting a pair as an early Christmas gift. (It was actually on Thank’s Giving  Day) and I have to say I was a little disappointed in the experience.

I mean it was cool and it was fun, right.

Madeline Osman: (But no crying) 🙂

Matthew Loomis: Yeah. I wasn’t crying.

Or white-knuckling the chair 🙂

My family was laughing at me because I’m talking to myself and just moving all around the room trying to avoid these elephants that were coming really close.

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Madeline Osman: It’s always more of a spectacle for the person watching than for the person using the device.

Matthew Loomis: Exactly.

I do like the commercial of the kids out on the sidewalk.

And then the older guy comes out and say’s, ”What are those things ?” and then he puts them on and they just sit there and watch him react.

It’s more entertaining for them than it is for the actual virtual reality.

Madeline Osman: Exactly.

Matthew Loomis: So yeah.

We’ve got two angles to go.

If we’re going to do a negative thing we need to, of course, narrow it down specifically.

Madeline Osman: I would say for now.

Maybe we keep thinking a little bit more critically on the topic.

Matthew Loomis: Maybe on this episode.

We don’t necessarily nail down the topic.

Madeline Osman: Right.

Just more about the approach.

Once we get the topic, ”how do we structure our plan of attack?”

Matthew Loomis: Absolutely.

Right, we will do that.

Let’s move onto the next step. Once the blogger comes up with their topic then they need to find the experts to reach out to participate in their expert roundup.

One way to do that is searching other expert roundup posts in your niche and jotting down these folks that you’re finding in other roundups.

You and I have already testified that if you’re already participating in other roundups, chances are you’re going to say yes to anything. These people are probably going to say yes to you as well is what I was trying to say.

Have you thought of that?

Madeline Osman: That’s something that I hadn’t even thought of.

But it makes perfect sense.

Matthew Loomis: That doesn’t mean that you don’t reach out to other people.

That you don’t see in a previous roundup.

Madeline Osman: Sure.

But very low hanging fruit.

Matthew Loomis: Very low hanging ripe fruit.

Because they’ve already done it.

Another thing that I came across while doing my research

Another way to find experts is you can use a tool that Moz offers is Followerwonk.

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Basically, you go to follower wonk dot com there is a free version that you can use at least for a while.

You can search Twitter bios for specific SEO experts and things like that.

Are there any other ways that you can think of to find experts?

Madeline Osman: BuzzSumo. I think is a very similar tool to Followerwonk.

In that, you can search people in by what they’re known for.

And then also taking a look at things like how many followers they have. How actively are they engaged on Twitter and other connected networks.

I think a good question as well is how do you pick an expert for a roundup?

And is something like followers an important consideration? Knowing that one of the goals for the roundup posts is to get shares.

Matthew Loomis: I think that’s a great point.

Yes. When you’re wanting to put together an expert roundup post.

I mean we talk about how we shouldn’t be too superficial and judge people by their follower counts but in this case, maybe we should be superficial here.

Truly though many times people don’t just get a lot of followers for no reason. They are either an expert at something or they have something to say.

So to help you get the traffic, you’re exactly right Maddy, you want to get experts on there that have a larger social following because they are hopefully going to share on their social platforms.

Madeline Osman: Right.

I think the other part of it is too that anyone can get a bunch of followers on Twitter.

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Or Facebook or whatever by buying them.

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So the question becomes how much engagement do they have. Are people clicking through their posts and retweeting them replying to the or favoriting them?

I think that has to be at least part of the process for determining which experts to include.

Matthew Loomis: I think that’s a good point.

I have always wondered when you have in your Twitter feed like a hundred thousand followers. (I shouldn’t say followers but if you’re following.)

I can see a lot of people that have two hundred thousand followers. Then following a hundred thousand which, that kind of smells of bot to me.

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Madeline Osman: Yeah.

Because you’re probably not on Twitter long enough to consciously decide between a hundred thousand people that you want to be following.

Certainly, with all the content they’re creating it’s impossible to keep track of stuff like that.

Matthew Loomis: Right.

I’ve just always wondered how do you keep up with your news feed with a hundred thousand?

Madeline Osman: I think.

The secret for those people if they actually use Twitter at all is lists.

Matthew Loomis: Right.

Which I do use.

A lot of people don’t but I do.

Madeline Osman: I think a lot of people just don’t even know they exist.

Mostly because a lot of people don’t understand Twitter in general.

Matthew Loomis: That is very true.

Okay, so we’re going to reach out and find these experts and then like you said before, anybody that you have a relationship with that’s a no-brainer.

Madeline Osman: Right.

Matthew Loomis: You should reach out to them.

As long as they have something to say about the topic.

Madeline Osman: Also potentially use them to find more experts too.

Like, ”Hey, can you make a recommendation of one to three people that we could talk to about this topic that you know fit certain requirements that we give you here and now?”

Matthew Loomis: Absolutely.

”You have not because you ask not.”

So feel free to ask them to share it with others so they might know as well!

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That’s good.

The next step is to craft an email that you’re going to send to your list.

One way to reach people is to go to their site look at their contact info. If you can’t find an email address then you want to go ahead and use their contact form if they have one.

From my research when you’re crafting the email itself, actually from all the emails that I’ve received from roundups they all keep it short.

You want to keep the email concise and straight to the point.

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Madeline Osman: Right.

Matthew Loomis: Is that what you find as well?

Madeline Osman: Yeah.

One thing that I will say that I liked though going back to our mutual connection Mr. Brent Jones, he put together this Google form thing. 

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So it’s just easy for everyone to just fill out the different parts you need. Whatever links you want here’s the answer a reminder of the question…

I think that way too if you create a form like that you are looking for people to refer other potential experts to you. Then it’s just like nice clean easy to do and obvious.

So I definitely like that sort of structure.

It could be just as effective to say, ”Hey, reply to this email with your answer.”  That kind of breaks down the barriers as well. It’s still in your email you don’t have to use a reply it’s still in your window.

Maybe for some people that would for some reason get in the way of completion. There are different things to think about.

Matthew Loomis: That’s a good point.

A couple of weeks ago somebody sent me a Google form and it was very simple easy-to-use. 

I could just see how it gravitated me and pulled me in and made it so easy to do that you just do it.

Madeline Osman: I think it’s nice too from and organizational standpoint.

Let’s say we do email three hundred experts or something like that.

That’s going to be a lot to deal with in our inboxes.

What’s nice about a Google form is that we can both grant each other access to it. But also all those responses will be in one place.

Matthew Loomis: Fabulous!

It definitely sounds like we’re going to use Google form.

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To poll, survey, quiz, or otherwise collect information using a form from a spreadsheet in Google Sheets:
  1. While working with a spreadsheet, click Insert Form.
  2. A message will display at the top of the page notifying you that a new form has been created.
  3. To begin editing your form, click Add questions here in the message.


Madeline Osman: I think we’ve talked ourselves into it 🙂

Matthew Loomis: One thing we need to think about.

Do we want to put any parameters on the length of the response?

The majority of the expert roundup emails I received do not give any limits on the length of the response to the questions.

But I’ve seen a few that do. They say a minimum of two hundred words or a hundred words. I don’t recall seeing anyone put a ceiling or a limit on the number of words.

I’ve noticed that some people turn in very long answers to expert roundup requests and I’m not sure how I feel about that, on the one hand, you might like it because this expert is giving more information that is typical.

She is going above and beyond and I can see how that can make you stand out in the post as well as the expert.

But the on the other hand Maddy, if every expert turned in a thousand words, you’d have an incredibly long novel to publish

Madeline Osman: Seriously.

Matthew Loomis: And I don’t think.

That anybody has time to scroll through that so I’m almost in favor of putting a cap on the word count.

What do you think?

Madeline Osman: It’s definitely a tough question to answer.

I’ve seen both sides of things where they give you that minimum or they don’t tell you anything.

I think it’s a mistake to not give any sort of idea of how long you want the post to be.

Sometimes that can be a point of friction and answering it you’re going through it and you write your response and maybe you don’t know if it’s formatted the way they want it.

Or you don’t want it to look stupid compared to the other experts or something like that.

So I’m one hundred percent in favor of at least instituting not a minimum but at least the guideline. We’re expecting people to write two hundred words or whatever it ends up being on the topic. And just adding that in his note.

As far as the people who go over and above it’s interesting because we’ve already hinted at most people it’s going to be hard to just get that bare minimum response.

We’re lucky if we can get that paragraph from these different experts we’re targeting.

So if somebody does take the time to then write this longer novel piece of work. It’s a tough testing to do. There is a couple of different ways you could go about that.

  1. You could just cut out the part that you like and use that.
  2. You could go back to that person and say, ”Hey, this is an amazing response but most of the other responses are keeping it around this word count, could you cut it down a little bit?”
  3. Like you said, let’s keep it no more that five hundred or six hundred words or whatever it ends up being.

I’ll side with you on this one just having that limit there to upfront deal with any of those potential issues.

I think that’s probably the best way to do it.

Matthew Loomis: We want to give them some parameters.

Yeah, I like that, five hundred six hundred max.

Let’s do that.

Madeline Osman: If anyone does it.

It will definitely be long.

But if they’re willing to put that effort into it then we might as well let them go for it.

Matthew Loomis: About a year ago.

I did a modest expert roundup because it was only like twenty people.

But this one, in particular, she gave me such a huge response. That I was like, ”Man, this is a stand-alone blog post.”

Seriously, I just commanded a whole new blog post.

Madeline Osman: There you go.

And then that person probably felt extra special.

You make up your own feature basically.

Matthew Loomis: Now anybody listening to this.

They’re all going to do that so… They get special treatment!

Madeline Osman: It’s going to be an absolute monster of a roundup and follow-ups 🙂

Matthew Loomis: I know.

Neil Patel has a really good reputation of responding to expert roundups.

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Typically his responses are not that long, though.

They could be only a sentence or two but he is really good at responding.

So Neil we are going to contact you!

So well give them some parameters and then the next step as far as after you send the email out. Is basically keeping track of the responses.

Now, Maddy, I haven’t used the Google form.

I haven’t used that tool yet so does that help you keep track of things?

Madeline Osman: Honestly.

I haven’t used it extensively.

I think it creates a database of all the responses. So at a glance, you can see who’s done it. I don’t think that it would check off things from a list or anything like that.

So we might have to create some sort of system.

Maybe we could set something up in MailChip or something where anyone who doesn’t read the email or anyone who doesn’t click that Google Forms link, get’s another email reminder about it.

And I think on the topic of reminders most of the expert roundups that I have participated in have been really bad about the follow-up.

It’s just like in sales the follow-up is key.

The first time I might miss it. I might be too busy to give it the attention it deserves. For whatever reason, I might just not see it or I might not process it.

If you try me again a couple of days later or a week later it might be a totally different story.

So part of our strategy will have to include a level of following-up. Whether it’s manual or setting up something in one of our email programs.

Matthew Loomis: I totally agree.

I think that follow-ups are important and a key to the success of this whole thing.

You mentioned MailChimp.

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I’ve heard that we may not want to do this through an email system like that.

Because of the spam.

Is it possible that they could be labeled spam more likely?

Madeline Osman: Potentially.

I think that MailChimp has pretty good deliverability but that is definitely an issue that we might come across.

Matthew Loomis: I use MailChimp and I like it.

I’m just saying that I’ve heard certain situations you don’t want to use MailChimp.

Madeline Osman: This might definitely be one.

Where it might make more sense to do it through our own email inboxes.

Matthew Loomis: I agree.

Just because I think it does flag their emails a little more than if it’s coming from a personal account.

Madeline Osman: Right.

Matthew Loomis: That would be my recommendation for somebody new.

Is to use your own email when you’re reaching out to the experts.

I’ll have to have a look into that. I mean MailChimp is definitely convenient and definitely easy-to-use

Madeline Osman: I would save them.

Just for the ability to easily categorize between who’s done something that’s indicated an interest or not.

Matthew Loomis: So the creating the post itself.

Is pretty straight forward once you get all your responses in.

All you need to do is come up with the introduction to the post and then paste in the expert’s answers. Add a thumbnail photo above with their answers. I think that’s a good idea to have a photo with each person.

Madeline Osman: I agree.

The main thing is just creating whatever that format is for each individual contributor.

Besides that it’s pretty easy like you say just put in an intro put in a conclusion. Other considerations that add more value to the posts are having those click to tweet.

One line from their response that also tags them if somebody uses it on Twitter. Making sure that their links look nice so they’re happy about that.

Also standardizing what links we include.

So is it just their Twitter just their website or do we want to include anything else?

Matthew Loomis: That is something to consider.

And to think about.

I think definitely their website and Twitter.

If you do more that two does it start getting confusing or cluttered maybe?

Madeline Osman: Potentially.

Using icons for the social sites would make it not look too bad.

The question is how many of these social sites is everybody going to have? Twitter seems standard with these expert roundups but not everyone may be containing a Facebook page or they may not want to share their personal LinkedIn.

Or Instagram might be totally irrelevant or things like that.

Matthew Loomis: Right.

I like that too.

like the expert posts that have the Tweet this with each expert like the nugget or the takeaway.

Madeline Osman: That makes the experts feel the warm and fuzzies inside too.

Because it’s like we didn’t just throw your answer out we looked through it for the best sort of soundbite and now we’re even giving you an additional chance to reach more people on Twitter under your name.

Matthew Loomis: I totally agree.

I think we should do that.

Then on the post image itself Maddy.

Many of the one’s that I’ve seen have a whole bunch of expert thumbnails on there and I think that’s a smart design because human faces catch the eye.

And when you see someone that you know you’re drawn into that. You may just be interested in that one person that you see but hey, that’s a win, right. I mean that the person clicks and visits the page.

What are your thoughts about the post image at the top?

Madeline Osman: I absolutely love that idea!

I agree with the idea that people respond to human faces better than really anything else.

From the sharing point, it might also make sense to kind of superimpose the name of the post over the image just like a slight overlay or something like that.

Matthew Loomis: Okay right.

So that’s really the gist of putting a roundup post together.

After that, it’s just a matter of promoting it

Madeline Osman: Hopefully if all goes well.

You get a little bit of help.

Matthew Loomis: Absolutely.

Most people when they’re featured in something they’re going to share it.

At least on one of their social channels. (Maybe not on all of them.)

Madeline Osman: In terms of having a nice reminder for them to share.

First of all, let them know when it’s going live. Or at least make a tentative date in one of those first emails you send them.

Remind them when it actually is live.

Include not only the published link but a copy that would be appropriate for LinkedIn or Twitter or Facebook whatever.

Make the copy appropriate to the different channels they’ll be sharing on. And don’t make them think too hard about it so that it’s easy for them to share it.

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Matthew Loomis: Alright interesting.

When you say the copy.

You mean their answers?

Madeline Osman: No, just like a tweet.

So if it’s such an expert roundup and the tweet is pretty much written out and it has the URL on it. You might also attach the photo to that email and if they want to attach that separately.

And maybe a hashtag or something that would be relevant. So that, it get’s even more, reach than that.

Just the idea of making it as easy as possible to share.

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Matthew Loomis: Normally every participant gets a short email.

Letting the know it’s available as you’ve said.

I’m definitely going to send this to my email list and of course my social platforms once it’s done.

I think we’ve covered all the main bases really.

Madeline Osman: As far as creation.

There’s not a whole lot I have left to say on the subject.

Matthew Loomis: Great.

This is a good time to wrap up then.

Are you ready to dive into this?

Madeline Osman: I’m totally ready.

And I feel better now that we’ve talked about it.

Matthew Loomis: Right absolutely.

Me too.

We’ll need to decide on a topic for sure we’ve gotten down a little closer on that a little bit. Then we’ll just decide who does what and then what I’d like to do is come back after all is said and done.

I’ll come back with you on The Blog Chronicles and we’ll talk about the results.

Madeline Osman: I think that the perfect way to go about it.

Matthew Loomis: Sounds great!

Well, I’ll see you then.

Madeline Osman: Alright Matthew.

Thanks again for featuring me on your podcast and I’m excited to get this started.

Matthew Loomis: Me too Maddy.

It’s been a pleasure having you on The Blog Chronicles today.

Madeline Osman: Alright.

We’ll talk soon.


Show Note Links & Tools

Madeline Osman – The Blog Smith

Madeline Osman on Twitter

Madeline Osman – Chicago Cheap Ass

Social Brand Forum 2016

John Cooper – Point Blank SEO

Quick Sprout – Advanced Guide to SEO

Minuca Elena – Expert Roundup Posts

Followerwonk – Moz

Followerwonk – Twitter Analytics


Brent Jones Online – Google Form

Get Started with Google Forms – Google Learning Centre

Neil Patel – Helping People Succeed Through Online Marketing


Thank’s For Tuning Into This Episode of – The Blog Chronicles.

Image result for images of Matthew Kaboomis Loomis

I’ll see you next time!

Author Bio:

Matthew Kaboomis Loomis is the owner of Build Your Own Blog. Follow him on