Content creation is the ruler of modern marketing and the first thing that crosses your mind when thinking about brand promotion. It’s no surprise given the fact that content production costs 62% less than traditional marketing and generates three times as many leads.
Content marketing is a broad concept that encompasses a lot of amazing mechanisms and formats, but guest blogging somehow gets neglected and considered less relevant than other tactics. How come?
The trend has been there for a few years already. Back in 2014, one of Google’s software engineers published a post in which he stated that guest blogging has become “a more and more spammy practice, and if you’re doing a lot of guest blogging then you’re hanging out with really bad company.”
Our goal is to prove that guest blogging is far from being an obsolete content creation strategy. On the contrary, relevant guest posts still make a tremendous impact on brand building, so keep reading to learn what makes it one of the best content marketing strategies of our era.
Guest Blogging: Definition and Statistics
You probably know the basics of guest blogging, but we want to stress the importance of this marketing tool and explain what makes it so powerful.
By definition, guest blogging is a content marketing and SEO technique in which a creator writes and publishes a blog post on a third-party website or blog to promote their personal or corporate brand. In other words, guest bloggers contribute to external websites but expect personal benefits in return.
The popularity of this marketing mechanism is evident:
- Almost 55% of marketers say blogging is their top content marketing priority
- Over 60% of bloggers write between one and five guest posts per month
- The vast majority of editors publish guest posts because they want to share new ideas, fresh opinions, and expert insights
- 60% of people cite purchasing a product after originally reading a blog post about it
- More than 50% of marketers say they’ve gained customers specifically through blogging
Guest blogging is obviously a widespread content marketing tool, but what makes it so popular among marketers? The answer lies in the practical benefits of writing guest posts, so let’s move on to the next chapter and discuss those advantages.
Practical Benefits of Guest Blogging
The main goal of our article is to explain why guest blogging is one of the best content marketing strategies, so you must be glad to see we’ve come to this part of the story. There are so many advantages to consider here, but we selected seven major pros of writing guest posts. Let’s check them out:
1. Guest posting gives you instant exposure
Highly authoritative websites in more or less every niche generate a lot of traffic daily. This means that writing a guest post for such websites will give you instant exposure and help you to approach thousands of readers very quickly.
Jake Gardner says the best thing about this benefit is that it comes organically: “It’s not a paid promotion, but rather a natural way to grab the attention of new audience groups.”
2. Drive Targeted Traffic to Your Website
This benefit goes hand in hand with the previous one. Namely, guest blogging will not only inspire new prospects to check you out but also assist you in driving highly targeted traffic. It is possible because you are not reaching out to random websites. On the contrary, you are contributing to carefully chosen niche sites, so you can expect to generate qualified leads only.
3. Diversify Audiences
Another benefit of guest blogging is that you can use it to diversify audiences and approach potential customers who are not directly related to your business. For instance, you can present complementary services and encourage some readers to check out your brand.
This is exactly what typical websites do when publishing guest posts. Namely, they write about education-related topics and use the opportunity to mention their academic writing offers. It’s a win-win situation for all parties involved in the process.
4. Boosting the Professional Authority
Key opinion leaders (KOL) are individuals who enjoy professional authority and have the potential to influence content consumers. If you want to become a KOL, guest blogging is one of your best chances to do it quickly and effectively. The only thing you need to do is to write high-quality posts and impress new audiences with clever and in-depth insights about a given topic.
5. Improve Search Engine Rankings
Guest blogging doesn’t only improve your authority among target readers. It does a lot more because you can expect a strategy to grow brand credibility in the eyes of search engines as well. It is one of the small but precious ranking factors, so you better make use of it the right way and build authority for search engine algorithms.
6. Grow Social Media Followers
While the main idea of guest posting is to grow website traffic, you should not neglect this very important side effect. As you keep raising exposure among new audiences, you can also expect at least some of them to visit your social media pages and begin following you over there. As a result, more people will get the chance to see the posts on your own website, too.
7. Networking Opportunities
The last benefit of guest blogging comes in the form of professional networking. If you prove to be a trustworthy and fully credible content creator, rest assured that other webmasters will notice it quickly and try to build stronger connections with you and your business.
Networking can have two major consequences. First of all, it will be easier to approach other websites and arrange new guest posting opportunities for your brand. Secondly, you can establish partnerships with other niche specialists and perhaps even start a joint business on the go.
How to Publish Guest Posts
Now that you know the practical benefits of guest posting, the only thing left to learn is how to write and publish guest articles on authoritative websites. We prepared a step-by-step guide to simplify the process:
1. Make a List of Relevant Websites
The first step is to make a complete list of niche-related websites that are widely recognized as industry authorities. Keep in mind that guest blogging is not about publishing posts on just about any website. Instead, you want to target expert sources where potential customers can go to learn something new. As soon as you compile the list of relevant websites, you are ready to move on to the next step.
2. Come Up With Great Topics
The next task is to come up with a few attractive topics that you can propose to website editors without the fear of rejection. You can do it by researching the existing topics on targeted sites – learn what they concentrate on and find content gaps you can fill in successfully.
Besides that, make sure to create eye-grabbing titles because it’s the only way to convince editors to give you a real guest blogging opportunity. A tool like CoSchedule Headline Analyzer will help you to explore each title and learn how to improve quickly.
3. Reach Out To Website Editors
Now that you have a clear vision of what you plan to do, it is time to propose your ideas to website editors. You can send an email and explain briefly the purpose of the message. Keep it concise and polite and you probably won’t have to worry about the answer.
4. Write Top-Notch Articles
If you really are a skilled and experienced author, then this step shouldn’t be a problem for you. Take your time to write a standout post and earn trust with the first guest post. After that, the next articles should come to you naturally and you won’t have a problem reaching out to the same editor once again.
A bonus tip for you is to write longer posts because users love all-encompassing articles. A study shows that the average Google first page result contains 1,890 words, so let it be your goal for guest blogging activities.
5. Add a Bio with a Link to the Site
This is where you get the opportunity to introduce yourself and your business to the new target group. Create a brief but stylish bio and make sure to add a link to the website so the audience can find and visit it quickly.
6. Share Posts on Social Pages
The last step is to share the guest post on your social media pages to boost visibility. This will help raise interest and drive more traffic to the guest blog page.
Guest blogging earned a poor reputation in the last few years due to frequent misuses in the SEO realm, but that doesn’t change the fact that guest posts are still a major player in digital marketing. After all, designing a content marketing strategy without guest blogging as one of its key elements would be foolish and shortsighted.
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You can learn a few things from our post:
- What is guest blogging?
- What are some of its biggest benefits
- How to become a guest blogger
Guest blogging is not supposed to be your only digital marketing tactic, but the fact remains that you simply have to add it to the general marketing strategy. It will make you an industry thought leader and help your business grow long-term.