Adding guest blogging to your content marketing strategy could skyrocket your results.
When used strategically, content marketing is a powerful tool that can generate exceptional results.
Guest blogging is one aspect of content marketing that has massive potential yet not many brands are actually utilising it. It’s a mutually beneficial arrangement that provides third-party sites with fresh new content while giving businesses the opportunity to boost brand awareness and drive targeted traffic directly to their websites.
Guest blog posts should not be seen as just another promotional tool either, it’s a chance for brands to establish themselves as experts in their industry while driving people to their websites where they can encourage conversions.
The benefits of guest blogging make it clear why this is a content marketing tactic that your brand should consider in 2019.
Guest blogging can be a valuable addition to your content marketing strategy – only if it’s executed correctly though. Here are a few best practices to keep in mind as you develop and execute your guest blogging strategy in 2019.
It goes without saying that every great marketing strategy started with a goal and your guest blogging strategy should be any different. Examples of goals include driving traffic to a specific landing page, positioning your brand as an authority on a particular topic or improving your SEO results by generating more backlinks. Having a goal will also ensure that you have something to measure your progress against.
This is probably one of the most important steps of the guest blogging process because you need to make sure that you will be driving targeted traffic to your website. Take your time to research websites that aren’t competitors but do share your target audience. When researching potential website partners, it’s helpful to run their website through a tool such as Alexa to determine whether their traffic numbers are high enough to make the endeavour worthwhile. It also helps to look at their social media pages as this will give you an idea of how users perceive the brand and how often they engage with their content.
Websites that accept guest blogs want anything but a generic pitch for new content so it’s important to take steps that will help you stand out. Make a point of really understanding what their website is all about and what matters to them as a brand. Once you decide how you can enhance their blog, connect with the website owner using a personalised email or social media message.
To get a guest blog post to work for you, you need to know what a website’s target audience is going to respond to. Take a look at the content that’s currently live on the site and which blogs are receiving high levels of engagement. Take these ideas and formats and brainstorm topics that are similar and that fit in with your brand to make it relevant. Tools such as Buzzsumo make it really easy to come up with great topics if you’re out of ideas. It’s always best to choose topics that haven’t already been covered on the website you’re partnering with.
Once you have a killer topic, you need to make sure that your content actually delivers on it. This means using a great headline, eye-catching media, and wording that evokes emotion and action. To make your guest blogs work even harder, do some keyword research before you start writing your post.
One of the main points of creating guest blogs is to boost brand awareness and website traffic so use your bio to ensure this happens. Create a bio that’s catchy and impactful and don’t forget to include a link to your website as well as your social media pages if the website owner will allow it.
If users are engaging with your content, it’s exceptionally important for you to respond to them if their comment warrants a valid and natural response. Showing that your brand is engaged and not just posting another blog post will go a long way in making your brand look more trustworthy.
The more traffic you can drive to your blog posts, the more it will benefit you and the website that will be promoting your content. Since your guest blog posts will be unique, it pays to promote your new content on your social media pages as well as any emails or newsletters that you send out to your customers.
To make sure that you are seeing a return on investment, it’s important that you track the results of your guest blog posts using a platform such as KOBIT and UTM parameters. UTM parameters are snippets of code that you can add onto the end of any URLs that you will be using in your guest blog posts that will allow you to track which content is generating the best results.
If guest blogging is a new tactic that you feel your brand would benefit from, 2019 is definitely the year to add it into your content marketing strategy.