A Simple Guide to Creating an Expert Roundup Post

How to Create an Expert Roundup Post That Drives Massive Traffic in 2024

Want an easy way to boost traffic, get more social shares, and build relationships with influencers in your niche—all while establishing yourself as an authority?

Look no further than the trusty expert roundup post.

When done right, a single roundup post can generate buzz, backlinks galore and position you at the center of your industry. The best part? Much of the content comes from the experts themselves, making it one of the highest ROI formats to create.

In fact, a study by Databox found that over 50% of marketers say roundup posts drive above average results compared to other content types. And according to Andy Crestodina of Orbit Media, a well-executed roundup post can attract 10x more shares and engagement than a typical blog post.

But not all roundups are created equal. The difference between a roundup that falls flat and one that takes off comes down to following a proven process.

Luckily, you‘re in the right place. I‘ve crafted dozens of high-performing roundup posts over the years and in this ultimate guide, I‘ll walk you through the exact steps to create your own—complete with tools, templates, examples and best practices for driving maximum impact.

Let‘s dive in!

What Is an Expert Roundup Post?

An expert roundup post is a type of blog post that brings together advice, tips, or insights from multiple thought leaders or influencers on a specific topic.

Typically, the post will pose a question related to your niche and then feature responses from a selection of relevant experts. The result is a unique piece of curated content jam-packed with value for your target audience.

Some examples of expert roundup post titles:

  • 25 Productivity Tips from Top Entrepreneurs
  • 50 SEO Experts Share Their #1 Trick for Boosting Search Rankings
  • We Asked 30 Sales Leaders for Their Best Closing Techniques. Here‘s What They Said.

Why Create Expert Roundup Posts

There are a number of reasons why roundup posts are such a powerful content format:

  1. Drive targeted traffic – By tapping into the audiences of multiple thought leaders, you can reach a much wider audience than you would with a typical post. The experts will likely share with their followers, sending waves of traffic your way.

  2. Get social shares and engagement – Roundup posts tend to be highly shareable. Because many experts contribute, there is built-in distribution and people love to share content that features industry authorities.

  3. Build key relationships – The outreach process allows you to network with influencers and form connections with important players in your space. Many will appreciate the exposure and possibly share or link to your content in the future.

  4. Boost credibility and authority – Associating yourself with respected names lends instant credibility and positions you as an authority by proxy. You become the connector at the center of the conversation.

  5. Easy to put together – Since experts provide most of the content, it‘s faster to produce than a massive guide or long-form post. You just need to come up with the topic, conduct outreach, and then compile the responses.

Now that you see the benefits, let‘s walk through how to create an expert roundup post step-by-step.

Step 1: Choose a Topic and Craft Your Question

The first step is to decide on the overarching topic for your roundup. Ideally, you want something that aligns with your niche, is of interest to your audience, and is broad enough that many experts can weigh in.

Aim to go an inch wide and a mile deep. Rather than a expansive topic like "digital marketing tips", narrow it down to something more specific like "What‘s your #1 tip for reducing cost-per-click on Facebook ads?"

Your roundup question should be:

  • Specific and focused
  • Relevant to your audience
  • Easy for experts to answer concisely
  • Compelling and thought-provoking
  • Unique or presents a fresh angle on the topic

Use tools like BuzzSumo and Answer The Public to research popular topics and see what questions people are asking. Look at other successful roundups for inspiration.

Spend time refining your question until it‘s irresistible. This is the foundation everything else hinges on.

Step 2: Find Relevant Experts to Feature

With topic in hand, it‘s time to find experts to contribute to your roundup. But where do you find these elusive creatures?

Here are some of my favorite techniques:

  • Use tools like BuzzSumo, Ahrefs Content Explorer, and BuzzStream to find influential bloggers or content creators in your niche
  • Search for authors of popular posts on your topic using Google search operators
  • Find guests on top industry podcasts
  • Discover speakers at major conferences in your space
  • See who‘s writing for the big publications that cover your beat
  • Check out "best of" lists and roundups on your topic to find participants
  • Track down experts quoted in relevant news articles
  • Identify influencers on social media using hashtags and tools like Awario

You can go broad with recognizable names in your industry or get hyper-targeted by focusing on a specific sub-niche. I find a mix of both works well. Aim for a minimum of 10-20 experts for your roundup.

When evaluating potential experts, look at criteria like:

  • Relevance – Are they a good fit for your topic and audience?
  • Reach – How big and engaged is their following on social, email, etc.?
  • Notoriety – Are they a recognized authority that will lend credibility?
  • Likelihood of participating – Have they contributed to roundups before? Do they seem open to collaborating?

Cast a wide net at first and then narrow it down to your dream list of contributors. Identify at least 2-3X as many experts as you hope to feature to account for non-responders.

Step 3: Collect Contact Details and Send Outreach

Once you‘ve found your list of experts, the next step is to track down their contact information and reach out. This is where having a system comes in handy.

Use a spreadsheet to keep track of key details like:

  • Name
  • Website
  • Email address
  • Social profiles
  • Status (contacted, responded, featured, etc.)

Finding email addresses can be tricky, but tools like Hunter, VoilaNorbert, and Clearbit can help. If all else fails, try reaching out via social media or contact forms on their site.

When it comes time to reach out, personalization is key. Experts get pitched all the time, so you need to demonstrate that you‘re familiar with their work and have a compelling reason for them to contribute.

Here‘s an outreach email template you can use:

Subject: Quick question about [TOPIC] for [PUBLICATION NAME]

Hey [NAME],

I‘m reaching out because I‘m putting together an expert roundup post about [TOPIC] for [YOUR BLOG].

I‘ve been following your work for a while and love [SPECIFIC POST/PODCAST/ACCOMPLISHMENT]. Your insights on [TOPIC] would be incredibly valuable to include.

If you‘re open to contributing, all I need is a [WORD COUNT] response to this question:

[YOUR QUESTION]

I‘ll of course include a link back to your site and promote your contribution heavily. The post will be read by [AUDIENCE SIZE] and shared with our [SOCIAL FOLLOWING] followers.

Let me know if you‘re interested!

Cheers,

[YOUR NAME]

Send your outreach in batches and be sure to follow up with non-responders after 5-7 days. I usually end up sending 2-3 follow ups before giving up.

Step 4: Compile the Responses Into Your Post

Collecting responses is the most time-consuming part. But once you‘ve got a solid batch of contributions, it‘s time for the fun part—putting it all together into a value-packed post.

Here‘s a template I like to use:

[INTRO – Introduce the topic, why it‘s important, tease what readers will learn] [EXPERT #1] [Headshot] [Title and bio] [Contribution] [Link to website or social] [EXPERT #2] [Headshot] [Title and bio] [Contribution] [Link to website or social] [REPEAT FOR EACH EXPERT] [CONCLUSION – Summarize key takeaways, thank participants, encourage readers to implement and share]

Some tips for crafting your roundup:

  • Write an attention-grabbing headline using the "# of Experts Share X About Y" formula
  • Keep your intro short and punchy
  • Organize responses in a logical order (alphabetical, by sub-topic, etc.)
  • Provide photos and brief bios for each contributor
  • Highlight tweetable quotes or soundbites
  • Add your own analysis or commentary between expert insights
  • Link generously to participants‘ websites and social profiles
  • Include a CTA for readers to share or weigh in with their own tips

Once your post is live, the final step is to let participants know and encourage them to share. Send a quick email with a link and pre-written social media posts they can use. Shout them out on social and tag them.

Then it‘s time to promote like crazy through your regular content distribution channels – email, social, communities, paid ads, etc. With the right promotion, you can turn your roundup into a viral traffic machine.

Bonus Tip: Repurpose Your Roundup For Even More Mileage

You put a ton of work into creating an epic roundup post, so don‘t let that content go to waste! There are multiple ways you can repurpose your roundup to reach even bigger audiences:

  • Pull out highlights into a SlideShare presentation
  • Turn the best tips into an infographic or visual quote cards
  • Record a video version for YouTube or social video platforms
  • Transform the audio into a podcast episode
  • Expand on tips and create individual blog posts
  • Repackage into a downloadable eBook or guide
  • Publish answers on Twitter, LinkedIn or Facebook (with permission)

Best Practices for Creating a Killer Roundup Post

We‘ve covered the core process for creating an expert roundup, but here are a few final tips to take yours to the next level:

  • Quality > quantity – Focus on getting contributions from the most relevant experts, not just the most famous names
  • Make it stupid easy to contribute – Your initial outreach should take 30 seconds or less to respond to
  • Ask an interesting, thought-provoking question – Boring questions lead to boring answers!
  • Set a deadline – Give experts a firm due date (I recommend 1-2 weeks out) and stick to it
  • Send reminders – Experts are busy so don‘t be afraid to follow up multiple times
  • Feature the best responses first – Lead with the most insightful, unique contributions
  • Interlink to other resources – Link to your own content and further reading on the topic
  • Notify participants ASAP – Give contributors a heads up before the post goes live so they can prepare to promote
  • Make it scannable – Use subheadings, images, click-to-tweet boxes, etc. to break up the post
  • Optimize for search – Include relevant keywords in your title, meta description, headers and body text
  • Track your results – Use UTM parameters and analytics to measure traffic, shares and conversions generated

By following this guide and implementing these best practices, you‘ll be churning out high-performing expert roundup posts in no time. It‘s one of the most powerful formats in my content toolbox and I highly encourage you to give it a try.

Have any other tips for creating expert roundups? I‘d love to hear them! Leave a comment below and let‘s keep the knowledge sharing going.