Guest blogging is when brands or individuals contribute content to a blog hosted by another brand or individual. The aim is to develop stronger relations with potential partners in your industry or complementary sectors. And in return, you can benefit from the backlinks to your site, boosting in SEO, and increasing traffic.
Here are the seven key benefits of guest blogging.
1. Building High-Value Backlinks
Link-building is one of the hardest parts of SEO for brands, since you have little to no control over who links to your content. You might find that brands you don’t want to be associated with will mention and link to your website, while those that you do want to connect with mention you, but fail to include valuable links. Writing guest blogs for others increases your chances of securing backlinks from relevant websites. In turn, your “domain authority,” or reputation within search engines will improve.
2. Increasing Organic Traffic
As your domain authority improves, so will your site’s SEO ranking for target keywords. And the higher up your blog is in search engine results, the more organic traffic it will receive.
The guest post itself can also result in referral traffic heading back to your blog. If you produce content that helps someone else’s audience, they’ll be more inclined to click on your backlink to see what else you do.
“High-quality” traffic doesn’t just mean generating clicks from popular blogs. Guest blogging for a smaller site with themes or readers similar to yours is just as, if not more, valuable in terms of attracting a relevant audience. Focus on guest blogging opportunities with brands that share a similar (although not competitive) target audience to attract potential new readers to your blog.
3. Improving Your Industry Authority
It’s tempting to treat guest blogging as a chance to promote your product or services. However, customers are pretty advert-savvy nowadays. Studies have found that 96% of customers don’t trust advertisements, and they’re pretty good at detecting sales pitches baked in blogs. To inspire trust, your content must help your audience solve their problem first—before you mention your brand.
If you succeed in capturing the interest of your target audience, you’ll grow your personal authority as a credible source of expertise in your area. Readers will be more likely to appreciate your insights and remember your name when they need similar information in the future.
When you write guest posts, make sure your content is valuable to the reader and doesn’t just sell your product or brand. Instead, focus on sharing your knowledge and supporting claims with facts and stats. Aligning yourself with reputable websites will increase trust in your brand.
4. Boosting Brand Mentions on Social Media
Another great aspect of guest blogging is that it allows you to reach new people through social media. When your article is shared by the blog you’ve written for, it will be seen by their followers, who may be discovering you and your brand for the first time.
To increase the chance of your post being shared on their social media, maintain a good relationship with the other blog’s owner, and reciprocate the favor by sharing the content yourself. It can help to negotiate social sharing agreements during the early stages of discussion about your guest post.
5. Raising Awareness of Your Brand
Guest posting is a great way to raise awareness of your brand and reach new audiences. By writing a post for another website, you get the chance to reach an entirely different audience than people who regularly visit your blog.
If your content resonates with this audience, it can help increase visitors to your site or at least increase the visibility of you and your content.
6. Establishing Thought Leadership
Establishing yourself as a thought leader requires creating insightful and expert content on important topics in your industry. Neil Patel compares guest blogging to opening acts for headliner bands—you’re leveraging an established platform to build your name in front of an audience that should like what you do.
Sometimes, the same re-hashed content might not be as helpful as providing your own take on the state of your industry. Focus on sharing unique content based on your knowledge, and highlight your previous work. As you establish yourself as a thought leader in your field, business opportunities will start to trickle in as your opinions are sought out.
Image source: Animalz
7. Expanding Your Portfolio
Another advantage of guest blogging is that it increases the range of your portfolio. Potential collaborators will want evidence of the quality of your content before they accept your guest post, and the more examples you have, the better. That’s also why you should write new content as opposed to recycling work that’s already been published.
Brands want to feel like the insights they’re sharing with their audience are fresh, unique, and valuable – not something that they could already find elsewhere or may have read before. It’s not just bad for their brand, but it’s bad for your brand too. Instead, consider sharing case studies based on exclusive data your brand has access to or specific experiences from your career.
Getting Started with Guest Blogging
Guest blogging is a valuable tool that can expand your brand’s reach and increase your website’s organic traffic. By delivering unique and insightful content that positions you as a thought leader for other sites, you can increase your chances of expanding your own audience as well.