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Ask Score: Guest blogging builds your brand and authority

October 4, 2018

I have written about content marketing recently and last week presented ideas for blogging on your website and your social media outlets. But, here is another idea. Besides sharing your industry expertise on your own website, consider submitting guest blog posts and articles to other respected websites. This can boost awareness of your business and you as a professional in your field.

Guest blogging is a content marketing tactic that delivers several powerful benefits whether you’re launching a startup or trying to grow your existing business.

Guest blogging can help your business in several ways:

Increases your credibility

When you’re published on blogs that are well known and respected in your industry or niche, you can more easily earn trust and customer confidence.

Expands your exposure to your target audience

By getting published in popular blogs that your target customers read faithfully, you stand to reach hundreds — maybe thousands — more potential customers.

Drives traffic to your website

Nearly all blogs that accept posts from external contributors allow you to include a brief bio at the end of your article with a link back to your own business’s website.

Introduces new connections

By sharing your contact information (email address, website URL, phone number and social media accounts) in your bio, you stand to gain new connections who want to learn more about your products and services.

Here are some tips for doing it right

Realize that guest blogging requires time for brainstorming topic ideas, reaching out to websites to pitch those ideas, and for writing your articles. It might also cost you money if you’re not a strong writer and you need to outsource some of the work to an agency or freelance professional. Because of the time and the potential monetary investments, you’ll want to heed some best practices so you can get the most from your efforts.

Select high-quality outlets

Find reputable websites that target your niche and that are known for publishing quality content. Also consider the number of subscribers they have. The more people who receive the blog’s posts by email or via an RSS feed, the more potential readers you’ll have looking at your guest posts.

Consider the site’s contribution guidelines

Find out in advance what word count they require, topics the editors prefer, tone they want to project and the other specifics they want contributors to abide by. If you won’t be able to meet their requirements, you shouldn’t waste your time or theirs by pitching ideas to them.

Prepare a well-defined pitch

When proposing topics, think them through and write a proposed title and abstract that will capture the editorial team’s attention and give them a good sense of what you’ll include in your guest post.

Follow through on what you promise

Don’t pull a “bait and switch” by sending an article that strays from the abstract you presented them.

Be on time

If the editors give you a deadline, meet it (or submit your post early). If you miss your deadline, you may ruin your chances of again being considered as a contributor.

As you’re working on your content marketing strategy, you may want to talk with someone who has experience in doing this. Also, search for helpful articles, webinars and other resources that provide helpful marketing information.

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