Guest posting remains one of the most important content marketing strategies, even after it was declared dead by Matt Cutts
back in January 2014. Though his post caused a shockwave among
marketers, guest posting continues to help brands in growing blog
readerships as well as in improving their search engine rankings.
Therefore, every marketer should make this a part of their toolbox for successful content creation that ranks and converts.
posting, as the name suggests, is writing and publishing content on a
third-party blog or website as a guest author. Done correctly, guest
posting is a great way to find and connect with new readers. You build
your brand reputation by creating a strong endorsement for your
Related: Yes, Guest Blog Posting is Still a Viable SEO Tactic for Growing Your Business
components of classic branding strategies include seven major elements:
mission, vision, identity, value, integrity, strategy and marketing.
today’s digital marketing environment calls for the "eighth element,"
which is reputation management. Businesses need to proactively manage
and cultivate their online reputation to build loyalty as well as to
Guest posting, which involves getting your content
published on high quality third-party sites, forms the basis of online
reputation management. Publishing authoritative content on high-quality
sites not only allows you to manage your reputation, but also helps you
to build relationships, trust and connections with your readers.
It is the dream of every brand to influence its target market. There are many ways to influence people and guest posting is definitely one of the key strategies to consider.
posting connects you with similar businesses and websites. For example,
an article on a well-respected blog will establish your authority over
the subject and improve your industry reputation. Articles that are
aimed to educate readers about your business offerings are probably the
best tool to enhance your industry reputation and improve your
Access a wider audience.
Since you’re tapping
into the audience of third-party websites, guest posting introduces you
to a large readership. Besides, you can get new visitors to your website
as these third-party sites allow you to add links back to your site
either in the post or in the author-bio section.
content is the most important aspect of any marketing strategy. A good
guest post is cherished for the value it adds to the publishing site.
With a quality post you’re actually building relationships with fellow
bloggers, who are tremendously influential (mostly) over social media
sites. This also helps you gain authority in the realm of social media,
ultimately leading you to get more blog subscribers.
Related: Increasing Website Traffic: 6 Steps to Guest Blogging
Influence search engines.
mentioned, the host blogger allows you to add a link back to your site
somewhere in the post. This makes guest posting an authentic way to
create backlinks to raise the value of your website to search engines
and improve your search ranking.
There is nothing too complicated
about successful guest posting. You need to short-list some relevant
websites, browse the host blogs and develop a topic based on their
theme. After that, pitch them with your ideas, write the post and
include a strong author-bio with a link back to your site.
But then, it’s not that simple either.
makes the best bloggers in the industry different from the rest is the
strategy they follow. For a quantum leap in effectiveness, consider
these three tips:
1. Instead of focusing only on
generating links or traffic, aim for overall effectiveness. The content
you guest post should enhance your traffic, backlinks, credibility,
subscribers, social shares and more. Track the metrics for all your
posts and analyze data to determine which combination of host blog,
topic and promotion generates the best overall return.
forget the A-List conversation. Give credit to articles you’re using to
research your guest posts with a link. This not only demonstrates your
industry knowledge, but also proves your ability to add something
valuable to the conversation.
3. The success of guest posting
begins with identifying the right websites/blogs to approach. Target
websites and blogs that are relevant, popular, high-quality and
authoritative, and have similar audiences.
it comes to guest posting, never compromise on quality. This again
brings us back to what Matt Cutts said about this marketing tool: “So stick a fork in it: guest blogging is done; it’s just gotten too spammy.”
is not against guest posting, otherwise websites like New York Times,
Huffington Post, Buzzfeed and others that feature content from
freelancers and guest bloggers would have become a thing of past by now.
Besides, there are many renowned brands, including Klout, Intel,
Forrester Research and O’Reilly Media, that have benefited from guest
posting. What these brands do different is that they focus on quality.
not only maintain regular guest posts at top online publications, but
also use these platforms to provide industry insights, stats, and
first-hand tutorials, all of which are things that interest readers.
best results, stop looking at guest posting as a tool to build
backlinks or force sales, but a platform that can help you position
yourself as an expert in your niche.
Related: 7 Ways the Perfect Host Makes Guest Bloggers Feel Right at Home