Getting good Content Marketing and SEO results doesn’t have to involve just creating and publishing your own content, did you know? It’s also possible to use guest posting as a strategic alternative!
If planned and executed correctly, guest posting can be an interesting approach to help build professional relationships, increase visibility, and improve SEO. This makes it a potential source of great results — and you may be missing out on this opportunity.
How about understanding more about the impact of guest posts on Digital Marketing? Then keep reading!
What is guest posting?
A guest post is an article written by a guest author, published on another company’s blog or website. This strategy works as a partnership between companies that speak to a similar audience, without being competitors.
Want an example? Imagine a sporting goods store and a supplement and health food store. The products are very different and do not compete with each other, right?
However, it is very likely that these companies speak to a common audience — or, at least, that the audience of one is interested in the subject matter of the other business.
After all, it makes sense to conclude that a person who eats healthily and supplements their diet already practices sports. Therefore, they may be interested in purchasing gym or running equipment, for example.
With guest posting, the food and supplement company can publish on the sports store’s blog and speak to its audience. The sports store can publish on the blog about healthy eating. It’s like joining forces to speak to more potential customers.
The importance of guest blogging strategy
One reason not to ignore the guest posting strategy is that it is a way to help an author or brand establish themselves as an authority. After all, creating relevant and useful content sparks interest in the audience and allows you to gain a prominent position.
The guest author is seen as a credible and trustworthy voice, while the host blog has a better reputation for publishing content from people who are seen as authorities.
Just think about what happens at a renowned conference. Speakers are seen as authorities because they are invited to an important event, and the convention is seen as such because it has high-quality experts on stage.
This approach also helps increase traffic and even generate more qualified leads! Ultimately, this is a great way to demonstrate knowledge, expertise, and confidence.
What are the advantages of guest posting?
Now that we’ve covered the benefits of guest blogging, it’s time to dive deeper into the positive aspects. This way, you’ll understand why it’s worth resorting to this type of strategy.
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Greater dissemination and visibility
A great advantage of the guest posting strategy is increased visibility. This happens because your partner has a different audience than yours, but they are a potential audience for your blog.
With guest posting, you will have double exposure: to your audience and to those who follow the partner who publishes the post. And, of course, double exposure means more visibility and reach.
Increase in the number of visits
In addition to the benefits of double advertising, with guest posting you get a link from your blog or website to your strategy partner’s address. With more people exposed to your link, the number of visits tends to be higher.
This is a way to get your message across to more people and even generate new opportunities. You can get new opportunities by generating leads with content on your blog or getting new conversions in your online store, for example.
Networking expansion
With this partnership, you will be able to strengthen your relationship with a similar company. Do you know what this means? It will expand your network ! This is also an opportunity to reach other companies that could be future partners to produce new guest posts.
The more partner companies, the better! This way, you will be able to constantly increase the number of visits, visibility and even the number of prospects within your company.
Improved search engine rankings
Another fundamental advantage for those who invest in guest posts is the improvement in ranking in search engines.
Links from other websites and blogs relevant to your market help improve your positioning. With them, you increase your relevance in the market, your customers and search engines.
Additionally, your company will achieve a better position in organic search, increasing your number of visits and reducing the cost of customer acquisition in the long term.
Quality Backlinks
One of the reasons your site’s rankings improve is that guest posting is a way to get quality backlinks. After all, many sites allow guest authors to include links to their own content or website in their guest posts.
Since the content will be published on the website of a legitimate company that may also be relevant to your audience, receiving this link is well-received by search engines.
After all, the goal is not to simply exchange links, but to improve the User Experience. As a result, your chances of gaining positions in the search results pages increase.
Increase website authority
Another positive aspect of guest posting is that quality backlinks help to increase the domain’s authority in general. This happens because, when you receive a link from a website with good authority, it transfers part of that characteristic to your virtual address.
It’s like receiving a professional recommendation! When someone receives a recommendation from a recognized manager in the market, they tend to be viewed more positively, right?
In addition, the blog that publishes the guest post can gain authority, did you know? Posting content created by recognized and respected authors in your field can make the site more relevant.
The idea behind this is that the address becomes seen as a reliable source of valuable content that makes a difference. Therefore, both partners benefit from this strategy!
Variety of content
In addition to the other positive aspects, guest posting allows websites to diversify their content and approaches. By publishing the work of guest authors, it is possible to bring different perspectives and experiences to the audience.
In practice, this can be a way to keep content fresh, or “evergreen” and interesting to people, encouraging them to return regularly. With so much diversity in subject matter, it also becomes easier to reach more segments of the target audience.
Finding the Perfect Home for Your Guest Content
One of the main conditions for the success of a guest posting strategy is finding the perfect partner.
Your content needs to find the right home to reach the right people — and your partner company needs to be able to speak to your persona, too.
To achieve this, I have prepared a tutorial for you to put into practice. Check it out:
Define your niche
The first step is to clearly define your brand’s niche. A sportswear store can target people who practice physical activities in search of a healthier body and a better quality of life.
In this case, the focus is not on athletes, but on ordinary people who have these habits. This will help you direct your efforts.
Establish your persona
After determining your niche, you need to think about your persona. It’s worth creating a character with a name, age, interests, and other characteristics.
By putting a face to your audience, you’ll be able to speak to these people even if they’re visitors to your partner’s blog.
Search related blogs
Once you’ve taken care of these strategic issues, it’s time to research related blogs. Think about topics that also interest your audience and look for websites and blogs related to those topics.
Those who practice bodybuilding, for example, may be interested in dietary supplements — which will lead them to blogs that talk about the subject.
Evaluate the authority of blogs
Once you have selected a few blogs of interest, evaluate their authority. See if they appear among the top search results and use specific tools to check domain authority.
Analyze published content
Another essential point is to analyze the quality of the published content. See if the information is relevant, if the posts add value and if they are consistent with your target audience.
This gives you an idea of what you might publish in future guest posts on your site and helps you understand what type of audience visits your site.
Check website engagement
Speaking of visits, you need to evaluate the website’s performance and engagement. You can use tools to check the volume of traffic, comments and shares, for example.
This analysis serves as a thermometer. Since the idea is to have more publicity and visibility, it is essential that the partner site has good engagement, right?
Think about relevance to the audience
Planning the entire audience experience is also essential, so you should consider its relevance to the readers of your blog and your partner blog.
Consider whether the company can provide interesting content for your audience and whether your brand can offer what your partner’s audience is interested in. As with a dating app, the perfect match exists when both parties are satisfied and interested.
Contact those responsible
After carrying out all this analysis, you will already have a good idea of which blogs have synergy with your brand and your website. Now is the time to get down to business: get in touch with the people responsible and propose a partnership.
First, make a proposal to do guest posting, including offering your website or blog. As the conversation progresses, you can check specific information about engagement, traffic and domain and work out all the details.
How to make a post for other blogs?
Have you managed to secure the partnership you wanted to create your guest post? That’s great news! For everything to go as expected, it’s essential to create a guest post the right way.
In this case, it’s not enough to just write a post as if it were for your brand. Instead, you should adapt the content and style to the audience and editorial standards of the host blog!
Just like a guest who arrives with a gift of wine for dinner at a friend’s house, you need to take care of this stage. So, consider the following tips:
- Research the blog’s style and tone of voice;
- Respect prohibited terms or approaches;
- Check out the topics that have already been covered;
- Keep the focus on delivering value to the reader;
- Provide useful insights and relevant information.
And of course, don’t forget to include links to your own content — but always in a natural way and with context. That way, it’s easy to get the most out of this strategy!
Conquer new horizons with guest posts!
The guest posting strategy can help your website and brand reach further, reaching a larger and more diverse audience. It is also a way to gain authority, relevance and even new partners in search of more results.
Want to make the most of this opportunity without having to worry? Count on Enjoy Minder, an SEO agency that also provides content production services for guest posting.
Contact one of our experts and find out more!
