The benefits of blogging are undeniable. When companies produce a quality blog, they can enhance brand awareness, build credibility, boost online traffic and attract new leads. Just as blogging on your own company’s website has measurable benefits, a guest blogging strategy is also an indispensable component of a comprehensive content marketing plan.
What is guest blogging?
Guest blogging is a content marketing tactic that involves writing and publishing a blog post on a third-party website to promote a personal or corporate brand. When you write high-quality content for reputable external blogs, you can:
- Raise your profile as a thought leader
- Expand audience reach
- Boost social media exposure
- Enhance your online profile
- Increase referral traffic
- Improve search ranking.
10 tips for success
To maximize the benefits of guest blogging, follow these 10 tips:
1. Identify the right opportunities.
Finding relevant sites to contribute to can be a challenge. To start, research blogs that focus on your industry or area of expertise. Google your industry and “guest blog.” For example, if your company is in automotive manufacturing, search “automotive manufacturing guest blog.” Look within your current network to identify businesses that align with, but don’t compete against, your company’s target audiences and goals.
2. Qualify the site.
When looking for opportunities, consider the site’s quality, audience, content and reach. What is their target market? Is the site professional, easy to navigate and current? What kind of site traffic do they have? A tool like siteworthtraffic.com can give you some insight.
3. Evaluate the blog.
What topics does the blog cover? How long are the posts? How frequently are blogs posted? Do they currently feature guest posts? Do the posts carry a byline? A bio of the author? Are blogs shared on social media? Do they have a newsletter that promotes the blog? If they have a guest blogging program, be sure to review submission guidelines.
4. Research relevant topics.
Once you have identified potential outlets, look at the topics your target blogs have covered over the last year. This will tell you whether your subjects have been addressed, how you can differentiate your content and which existing blogs you can cite or link to.
5. Develop a clear, concise pitch.
After identifying potential topics, it’s time to pitch your blog. Your approach will depend on the business or blog you are targeting, but be sure to include:
- An attention-grabbing subject line
- Your intention to submit a guest blog
- An overview of your expertise
- A summary of your topic’s main points, including any supporting research
- An explanation of what their readers will gain from reading your content.
6. Follow up.
Emails are sometimes overlooked, so don’t be afraid to send a follow-up email a week or so after your initial contact. If you still don’t get a response, consider another angle or a different topic altogether. Sometimes the problem is poor timing rather than the topic, so keep the outlet on your radar, let some time pass and try again.
7. Understand the criteria.
Once you have an agreement as a guest blogger, request or review the criteria for your submission. This includes the agreed-upon topic, word count, graphic requirements, number of links, structure, deadline, target posting date, etc. Be sure to ask whether you can include an author bio, headshot and links to your website and social media.
8. Create original and quality content.
Google algorithms reward unique content, so be sure your submission is entirely original and isn’t published elsewhere on the internet. Include keywords that connect to your target audiences, link to related articles on their website (and yours), cite relevant research and sources, and follow best practices for blogging.
9. Seek feedback.
Every writer needs an editor. Ask a trusted colleague for feedback on your blog. Are there grammatical or spelling issues? Does it address the approved topic? Are there questions that still need to be answered? Be sure your submission is well-written and free of errors before submitting it.
10. Promote your post again and again.
Once your guest post is live, share it on your social media, via email and on your own company’s website. Sharing the post shows support for the original outlet and encourages cross-promotion and future opportunities. To maximize the reach of your guest blog, follow our guide for 15 Ways to Promote Thought Leadership Content.
Find the right fit
Guest blogging can be an extremely powerful strategy for building a reputation, expanding your audience, driving online traffic and generating leads. But landing guest blogging opportunities is not easy, especially as more and more companies get into the digital content game. While the appeal of high-traffic blogs is understandable, many companies find that smaller niche blogs are even more effective in driving more (and better) results. Focus on building partnerships with quality sites and companies that align with your corporate values and goals. When you do, the benefits will be well worth the effort you put in. To learn more about creating guest blogging opportunities, schedule a call with one of the content experts at Trade Press Services.
