If you’re looking for a way to reach new customers, try guest blogging. By contributing to other blogs that cover your industry, you connect with that blog’s readers, as well as get an extra boost of SEO.
What is Guest Blogging?
If you already have a company blog, you’re familiar with what blogging is. Guest blogging simply refers to writing a post or two for a blog other than the one you manage. Typically, a guest post is non-promotional in nature and provides a different perspective to readers on a given topic. Most bloggers will permit you to include a bio at the end of the post, which is your opportunity to introduce your company and a link back to your site.
Some guest blogging opportunities are one-offs, whereas others are more regular (like once or twice a month).
Benefits of Guest Blogging
You can only reach so many people through your own social media networks and your company blog. Expanding into other networks through guest blogging allows you to connect with potential customers who wouldn’t otherwise know about your brand. If they like the post you wrote, they can easily click the link in your bio to learn more about your company.
In addition to expanding your network, guest blogging helps you appear higher in search engine results. Because your bio will include a link back to your site, you get what’s called an inbound link. The more of these you have, the more Google likes you.
And because guest blogging helps you build trust with new people, they’ll be more likely to turn to you when they want to buy the type of product or service you sell.
Building Your Guest Blogging Strategy
Once you’ve decided that guest blogging is worth the effort, begin to brainstorm about your guest blogging strategy. What is your goal in contributing to other blogs? Aim for something highly measurable, such as “increase web traffic on our site by 25%.” Decide what time frame you’d like to see those results (and be sure to give it long enough to actually achieve those results).
Next, start exploring blogs that you’d like to contribute to. Begin by actually immersing yourself in the content and getting to know the style of the blog. Then find out if the blog even accepts guest posts. Sometimes you’ll find out this information on the About page. Before you pitch the blogger on your desire to contribute, make sure you can intelligently speak to what he writes about so you don’t look like an idiot and waste his time. Also, include a few ideas for a guest post so he can easily look at them and let you know if any are of interest.
Always have new content for guest posts, as any blog post that is identical to one published elsewhere will work against you (and the blog) in terms of SEO.
After you publish one guest post on a blog, consider whether you’d like to offer a few more contributions. If you build the relationship with the blogger, he should be open to regular contributions. The more you blog, the better the traffic back to your site!
Photo: gregoryperez on Flickr