Digital Marketing is all about exposure, leads, and sales. How can a business benefit from guest blogging?
Our friend from Max from Muffin Marketing in the UK is going to talk about the right guest blogging strategy
As a small business owner, you’ll no doubt always be looking for new ways to drive traffic to your website and to encourage new customers to sign up for your products. Digital marketing techniques like content marketing, social media and pay-per-click advertising can be great, but one of the best ways to build your authority and create a buzz about your brand is through guest blogging. Below, we’ve put together a handy guide to getting started with the technique.
Pick your targets
Start your guest blogging journey by finding bloggers and sites that are relevant to your niche, audience, and business. Blogs don’t necessarily have to be a direct fit, but they do have to have some link to your business in order for it to make sense. For example, if you run a clothing business, then you wouldn’t want to guest blog on a website about dental health, but you might be able to write on sites related to business networking, children’s parties or makeup.
The internet is awash with lists of sites that accept guest bloggers, and some of those resources can be useful. However, the best way to get started is to do your own research and reach out to bloggers that you look up to and admire. Unfortunately, you might not be able to get a spot on a site like The Huffington Post or Forbes overnight, so think smaller and target up-and-coming bloggers, startup businesses, local blogs and niche blogs that are more likely to say yes.
Write an awesome pitch
Without an effective guest blogging pitch, bloggers and business owners won’t want to engage with you and accept your content. Remember that, although you’re offering free content to these website owners, they have to take the time to respond to emails, review your content, give you feedback, publish the content and then promote it on their social networking sites. Some will put in just as much work formatting and promoting your content as you do writing it, so it pays to be courteous, remember that you’re asking for something for free and that they’re probably really busy people.
Keep your guest blogging pitches short and sweet. Aim for a couple of sentences explaining who you are, what you’re looking for, and what sort of content they can expect. You could even include a link or two if you want to save time but only link to your best work.
The key to becoming a successful guest blogger and using the technique to build your business is to create truly valuable content. Try to move away from the mindset that every guest blog is an opportunity for you to build links and make money, and instead think about using it as an excuse to push out valuable content and inspire new audiences with your industry wisdom.
There are a number of benefits to content marketing, including the ability to position yourself and your business as an authority figure within your niche. So, if you can create super-powerful content on some of the most respected blogs in your industry, then you’ll naturally impress readers, who will come to you and maybe even buy your products and services as a result.
As well as following the guest blogging guidelines of each site you choose to write for, think about your business and making the very best first impression. If you wouldn’t push the content on your own website, then don’t palm it off on a site that accepts guest blogs.
However, it’s essential that you are strategic when adding links back to your website. Make sure that you add in links only when natural and relevant to do so. In simple terms, if the links to your site don’t add additional value to the content, there is little point in doing so.
Rather than linking back to your product and service pages, link to valuable resources from your website, whether research, articles, tutorials or case studies. Think about your link as an extension of the post, and you’ll find it easier to incorporate a mention of your site.
Promote the content online
Many marketers think that the hard work stops when the blogger has revised your content and published it on their site, but there’s one more step to success. Rather than seeing your new piece of content as “another one in the basket”, you should incorporate it into your social media strategy and promote it to your followers and audience. After all, the more successful your guest blog is, the more its Page Authority will increase, and the more valuable a link it will become.
If you want to increase your brand authority and build valuable links that will help you rank for competitive search terms, then guest blogging is the way to go. Although the process may be hard work and require you to take the foot off the peddle on your own blog, it can offer a wide variety of benefits and put your business in front of a whole new potential audience.
Whether you’re just starting out or you’ve been guest blogging for a long time, we wish you the best of luck with your guest blogging strategy. Be patient, consistent, and your hard work will pay off!
About the Author
Max Greene is the Managing Director of Muffin Marketing, a UK-based marketing agency specialising in content marketing, social media and search engine optimisation. When he isn’t working on campaigns for clients, he loves binge-watching Netflix shows and walking his dog.