Guest blogging is a term used to describe the practice of writing an article for another business’s blog in exchange for a link to your website and hopefully some assistance in promoting the piece (more on that later!).
Guest blogging is great not only for search engine optimisation (SEO), but also for increasing brand awareness and establishing your business as a thought leader in its industry. However, if you’re new to guest blogging, it can be difficult to know how to go about it and make it a successful part of your marketing strategy. Here are some handy tips for writing an awesome guest blog:
Choose the right guest blogging partners
Not all blogs are created equal, so you should give careful consideration to your list of potential guest blogging targets. Think about your business and what it stands for, and then look for suitable guest blogging partners. The criteria for suitable blogs are: They should target a similar demographic to you; they should have a decent amount of traffic/subscribers; they should agree to give you an author bio with a ‘do follow’ link (i.e. one the search engines will count); and ideally they should help you promote the content when it’s published.
Keep up with quality
It’s essential to maintain your usual high standards across every guest blog you write – after all, you’re presenting your business to a whole new audience, and you want to gain their respect. When guest blogging, you should apply the same quality control that you would for your own blog: do your research; double-check your facts and provide evidence such as hyperlinks or footnotes where necessary. Then, when you’ve written your piece, check it carefully for any spelling or grammatical errors – and if possible, have someone else proofread it too.
Retain your voice
Writing for a different blog doesn’t mean that you have to compromise your usual writing style. Just as you want to maintain your brand voice across your web copy, social media and own blog, you want to retain this consistency when guest blogging as well. Part of the reason that you’ve been accepted for the position is because the blogger you’re writing for likes what you have to say and the way that you say it, so there’s no need to tone down your natural voice when you’re writing your guest blog.
Offer something new
Use quotes, reference the work of others, and use as much background material as you like – but make sure your guest blog has something genuinely new to say. You’re unlikely to be invited back if all you can offer is a rehashed version of what other people have already said about a topic.
Promote your piece
Once your guest blog has been published, you should promote it in the same way that you would promote a new article on your own blog: link out to it from Twitter, Facebook, Google+ and any other social platforms on which your business is active, and feature it in your email newsletter. Chances are the owner of the blog will also share your piece and broaden your audience even further – one the primary perks of guest blogging!
Claim Google Authorship
Our final tip for writing an awesome guest blog is to include the url of the blog that will be hosting your content in the ‘Contributes to’ section of your Google+ profile. This will help Google build a pattern of the sort of content you write. Not on Google+? Here’s why you should be.