Guest blogging can be a very beneficial digital marketing strategy for your business. In general, guest blogging entails having content created by your company posted on other bloggers’ websites. Usually the content will be industry related and include a link back to your website.
If done successfully, guest blogging can help you build links and gain search rankings, reinforce your brand and build relationships. By following a few steps you can start a guest blogging program at your company that will add to your marketing efforts.
Step 1: Define an Outcome
First, decide what kind of outcome you want your guest blogging program to have. Do you want to earn search rankings? Are you trying to tap into a new market? Some of these goals will overlap and some added benefits may come as a result of accomplishing other goals. For example, your goal may be to earn search rankings, but by reaching out for guest posting opportunities you will also be building relationships with other bloggers. Setting goals early in the process will help you stay focused as you begin guest blogging.
Step 2: Choose a Strategy
There are several different strategies you can use for guest posting programs. You may decide to join some blogging networks, personally reach out to other bloggers or advertise on your own site that you are willing to provide guest posts and publish posts from others on your own blog. Whatever your strategy is, keep in mind that as time goes on you may have to adjust it depending on how successful it is. You may also choose to use more than one strategy.
Step 3: Lay Some Ground Rules
Before you start guest blogging, lay some ground rules for your business. For example, maybe you will only guest post for sites with a certain page rank or maybe you will not allow guest posts on your own blog. Some businesses offer sample products to bloggers in exchange for a guest post or sponsored post and you should decide what kind of perks you are willing to offer bloggers. Remember that paying for links or coverage is generally frowned upon, so make sure you aren’t bribing bloggers into covering your business.
Step 4: Implement a Tracking Form
As your guest blogging program grows you will need a way to keep track of what’s going on. A good guest blogging tracking form will include information about bloggers you have contacted, email addresses, notes about the blogger, guest post requirements and a link to any guest posts you’ve landed. Your form doesn’t need to be elaborate, and could be as simple as a spreadsheet with notes, but it does need to be easily accessible and have the information you need to gauge your success and manage relationships.
Step 5: Foster Relationships
Guest blogging is all about relationships. As you land posts and reach out to bloggers, keep in touch with them. These relationships can lead to more guest posts, product reviews or sponsorship opportunities. Keeping in touch can be as simple as sending a blogger an email every so often or leaving a comment on a recent post.
With some dedication and strategic efforts, guest blogging can help your company reach its digital marketing goals.