Off-site Content FAQs

On what timeline can I expect partner posts to go live?

Our clients often want to know when they can expect pieces to go live on partners’ websites. Typically, posts go live within a month of being sent to a publisher.

When a Content Publishing Coordinator (CPC) sends off a piece, it is standard practice to ask for a specific publication date from our partners. In the event that a partner does not provide a specific publication date, the CPC follows up via email every two weeks.

If after 90 days the partner has still not provided a target publication date, the CPC will pull the piece, so it can be repurposed for another partner. Our biggest priority is making sure client content goes live.

How does Nexus find partners that are a good fit?

One of our biggest priorities as a team is to make sure that clients are satisfied with the off-site placements we secure for their content. Nexus has purposefully developed a diverse partnership network that ideally includes industry-appropriate connections, and the CPC team is consistently leveraging current partner relationships to expand the partnership network. 

Ultimately, link building is beneficial for building online authority and other SEO outcomes even when partners may be a little outside of a client’s ideal target audience. However, we do have processes in place to target industry-specific placements for clients who may have a more niche offering. This outreach includes:

  • Specific outreach on behalf of clients to their existing connections
  • Beginning a “chilly outreach” process to leverage client POCs’ relationships within the industry
  • Reaching out to top provider lists. 

What should I expect from partner posts?

Here are elements to expect in partner posts:

  • Long-form educational content covering topics relevant to both client and hosting partner
  • Authority building references to client resources

High-quality, long-form content is more valuable for partners. The two biggest benefits of partner posts are link building and thought leadership development.

  • Link building: educational blog posts appear more natural to Google and generally perform better and can reference a number of different client pages, conveying the partner’s online authority to the client.
  • Thought leadership: high quality educational content helps our clients get in front of audiences that could benefit from their expertise and develop brand recognition with the mission-driven space, both of which are intended to pull new leads into the sales funnel. 

How are topics for partner posts determined?

Topics for partner posts are brainstormed with guidance from the Account Manager and Copywriter based on the expertise of the client. These titles are then aligned with relevant publishing partners so as to show off the client’s industry thought leadership and also fit with their blog’s specific audience needs.

For these external blog posts, we are less focused on keywords than getting the client a diverse backlinking profile to build authority to their website in the eyes of Google.

When we are selecting and pitching titles, we are mindful of what linking priorities have been set by client and their Account Managers, but the topics don’t need to match exactly in order to build links naturally. 

Why have I received a partner post for my blog?

Some of our publishing partners work with us on the condition that they are also able to contribute content to our clients in return. By accepting content on your blog you expand the number of partners you can publish with in turn (note: some of our most high-value partners require reciprocation). If you have questions or concerns about guest posts on your blog, please let your account team or content publishing coordinator know so that we can ensure we’re making good matches between our partners and our clients.

I’ve been asked to review a partner post for my blog, what is needed of me?

Your copywriting team will be uploading the partner blog post once it is approved by you, so all you need to do is give your approval to have it published on your blog. If you’d like, you are welcome to read through it and provide feedback, but this is not considered necessary as the blog post has already been reviewed by a Nexus team member. 

We ask that you approve these pieces in a timely manner, as this is what we require of our partners when we send them your content. Ideally, blog posts will be published within 2 weeks. By our policy, we want no piece to remain in this liminal state longer than 90 days.

Partner Blog Content Types

Partner Blog Content Types

Types of Partner Content

Branded New Content

  • New educational blog posts written for partners with clear authorship by clients
  • Commonly referred to on the web as a “guest post” or “guest contributor”
  • Helps partners by growing their library of educational content with a new perspective from a client who is an expert on the topic
  • Includes references to other informational web content on the partner’s website, client’s website, and broader industry so that readers can learn more about the topic
  • These articles are anywhere between 1000 – 1800 words in length depending on the partner, client, and subject matter

Unbranded New Content

  • Unbranded new content is an article written for a partner by a client without specific authorship
  • Helps partners by growing their library of educational content on a topic they didn’t have to write themselves without any specific promotion of a client’s brand
  • Includes references to other informational web content on the partner’s website, client’s website, and broader industry so that readers can learn more about the topic
  • These articles are anywhere between 1000 – 1800 words in length depending on the partner, client, and subject matter

Branded Content Refresh

  • The client will significantly improve and expand an existing article on a partner’s site that is outdated
  • These existing articles may have originally been written by the client multiple years ago
  • The client will expand the article with new sections, add or update images, and increase the depth of existing sections
  • Helps partner by improving the quality of existing articles on their website which improves their overall website quality
  • Includes references to other informational web content on the partner’s website, client’s website, and broader industry so that readers can learn more about the topic
  • These refreshes will include anywhere between 1000 – 1800 words of new or improved copy depending on the original article

Unbranded Content Refresh

  • The client will significantly improve and expand an existing article on a partner’s site that is outdated
  • These existing articles were not originally written by the client
  • The client will expand the article with new sections, add or update with new images, and increase the depth of existing sections
  • Helps partner by improving the quality of existing articles on their website which improves their overall website quality without being promotional
  • Includes references to other informational web content on the partner’s website, client’s website, and broader industry so that readers can learn more about the topic
  • These refreshes will include anywhere between 1000 – 1800 words of new or improved copy depending on the original article

Benefits of Different Types of Partner Content

  • Expands the number of possible collaboration opportunities between partners and clients
  • Allows for more balance between new content creation vs. improving existing content and brand promotion vs. pure education
  • Increases diversity in backlink types within the content for clients and partners
  • Enables clients to revise outdated content on partner websites and allows partners to improve the content of their website free of charge
  • Partner content should perform better overall in search which is beneficial for both the partner and the client

How do we use content types?

For Partners

  • When the Content Publishing Coordinator [CPC] you work with sends over the proposed quarterly content calendar, they’ll include the type of content next to each of the suggested topics
  • If the proposed content type isn’t a good fit, let the CPC know and they’ll revise with your feedback incorporated
  • All content types are sent over via the same publishing methods and follow the same publishing schedule
  • If you have any questions, ask your CPC and they’ll be able to provide support

For Clients

  • When the Account Manager [AM] you work with sends over upcoming partner placements, they’ll include the type of content next to each of the suggested topics
  • If the proposed content type isn’t a good fit, let your AM know and they’ll work with the CPC team to revise the opportunity
  • All content types are sent over via the same publishing methods and follow the same schedule
  • If you have any questions, ask your AM and they’ll be able to provide support

 

Text: Guidelines for Partner Contributions Image: business professionals mingling and shaking hands

Guest Blogging Guidelines

Here at Nexus Marketing, we pride ourselves on producing and publishing high-quality content that truly brings value to the social good sector. Therefore, when we accept content on behalf of our clients and partners, we want to be sure to uphold the same level of quality. If you’re interested in providing reciprocal content for any of our clients or partners, please follow these guidelines:

  1. Before writing a post, the partner must send the following for approval: 
    • The proposed title.
    • A few-sentence description of what the article will cover.
  2. Every post must be approved by the client before being posted to the blog. 
  3. Guest author posts should be 1,200+ words in length.
  4. Content should be high-quality thought leadership, following these best practices:
    • Content should be presented in an “X best practices/tip/strategies/etc.”  format. 
    • Content should be relevant to the partnering organization’s target audience. 
    • Content should use the same tone and style as the other content located on the client’s blog. 
    • Content should use studies, statistics, and other reputable research to back up claims made in the article. 
    • Content should provide actionable advice and recommendations directly relevant to the audience. 
    • Content should avoid overly promotional language for partner services.
    • Content text should be broken up by bullet points, short paragraphs, etc.  
  5. Content should include approximately 8-10 links in total, alternating between the client and partner’s own website.
  6. Formatting should follow these best practices: 
    • The title should be styled as an H1. 
    • Subsections should be styled as H2s. You can include H3 subsections within those when applicable. 
    • Include a horizontal line at the end of the article that precedes a short conclusion. 
    • Include a recommended meta description (150-160 characters) at the top of every article.
    • Include at least one feature image per article. 
    • Please use the Oxford comma.
  7. The post’s structure should follow these guidelines: 
    •  Paragraphs should be around 3 sentences.  
    •  Content should be skimmable.
  8. All images in an article must be images purchased or created by the contributing party. Free images from free stock photo websites are not allowed, as these are not reliably or permanently free of copyright issues. Images that do not follow these guidelines will be removed.

Note: We’ve included these guidelines because we are careful with images in all content we publish. We would like to avoid Nexus or our clients being liable for copyright infringement. All submitted content is subject to editorial review by both the Nexus team and the client on whose site the article will be published. 

Text: Client FAQs Image: two people asking questions with a third providing an answer

Introducing New Partners to Nexus: How and Why

Text: Client FAQs Image: two people asking questions with a third providing an answer

How Does Publishing With Nexus Partners Work?

Process

  1. Once you have approved your content for publication, it goes to our Content Publishing Coordinator team, who interface directly with our publishing partners.
  2. They send the draft and your author bio, and any other supplementary materials needed.
  3. From there, the partner reviews the piece and requests any edits to match their house style and audience needs.
  4. Once the edits have been agreed upon, the partner will give us a publication date and a live link.

Frequently Asked Questions

Q: When can I expect my offsite piece to go live?

A: This varies based on the partner’s content calendar and Nexus’s work schedule. You can expect that pieces should go live within the quarter it is sent to the partner, but exact publication dates are subject to how Nexus works with each partner and the partner’s content schedule. Our CPC team follows up with partners about a piece that is sent off with every subsequent post that gets sent off and at our quarterly check-ins to ensure it goes live. The average partner agrees to four guest posts per quarter, which means Nexus follows up roughly four times about your content.

Q: How can I ensure my pieces go live quickly?

A: Being responsive to requests from your account team and being flexible with partner publishing requirements and edits will help your offsite pieces get published as quickly as possible.

Q: How often does Nexus talk to its partners?

A: Nexus is in touch with our partners once per quarter on our check-in calls where we discuss content calendars, and then throughout the quarter as pieces are ready for publication and as cross-marketing opportunities pop up. Outside of our regular contact schedule, we will also follow up to ask about pieces that are pending publication if we do not have a projected go-live date.

Q: Why am I getting guest posts for my blog?

A: Some of our publishing partners work with us on the condition that they are also able to contribute content to our clients in return. If you have questions or concerns about guest posts on your blog, please let your account team know so that we can ensure we’re making good matches between our partners and our clients.