Guest posting is the practice of developing content for the purpose of publishing it on a third-party website or platform other than your own, typically as a guest author who provides a well-written article. This process is mutually beneficial for both the author and the publisher because the author is able to gain brand awareness and insert a link to the page of their choice, while the publisher gets a great piece of content to further boost the authority of their site. However, there are ways to do guest posting wrong and actually wind up doing more harm than good. To avoid such mistakes and generate optimal results in your guest posting campaigns, try heeding the following four tips:
1. Set Very High Standards for Content Quality and Placement
A poorly written guest post is a complete waste of time, money, and effort. Even if it’s published online, it probably won’t convince anyone to take any sort of meaningful action – certainly not as much as it would have if it were written in a highly informative and entertaining manner. To ensure your guest posts are sending out the right message for your brand, it’s best to work with an experienced creative agency that will ensure your company is being represented by the most professionally written guest posts, which are only published by the most reputable blogs and media outlets.
2. Create a Content Strategy
A content strategy gives you a series of topics, keywords, and trends to target within each of your guest posts. During this step, you’ll be looking for ways to create headlines and concepts that will captivate your target audience. You’ll also be identifying which blogs have the most primed audiences for the type of product or service you’re representing within the guest post.
3. Stick to a Marketing Plan
Now that you have a content strategy, it’s time to plan out a schedule that will help you achieve a set of production and distribution goals. For example, you may decide that you’re going to write and submit 50 guest posts per week. Sticking to minimum productivity requirements within an overall marketing plan will help you see consistent ongoing results from your campaigns.
4. Use Video and Infographics
Studies have proven that visitors stay on the page longer and are more persuaded by guest posts that contain videos and infographics. Try to have some of your guest posts accompanied by infographics initially, and then as your budget increases, you can look to include video production as a component in your campaigns.
Guest Posting is Only Legitimate When the Quality is There
If you think about it, the only difference between guest posting and spam is that the latter lacks quality. In other words, if you were to distribute 1,000 poorly written, horribly formatted guest posts across 1,000 poorly designed, low-authority websites, one could argue that you’re just propagating spam at that point. However, if you were to put out 25 extremely high-quality posts across the top 25 blogs related to your industry, that would be an impressive and commendable marketing effort that involves creating excellent content and collaborating with industry leaders. Thus, quality is clearly the sole distinguishing factor that needs to be considered and controlled within each of the methods mentioned above.