As a business owner, you’re constantly looking for ways to promote your brand. In the early stages, you’re likely focused on building up your foundation: hiring the right staff, ensuring you have smart a time clock system to help manage time and financial spend, and of course, great products and services that speak for themselves. But even with the most dedicated staff and best product, making your brand discoverable takes time and effort. Unfortunately, not too many business owners are taking advantage of guest posting.
So what is guest posting, exactly? Guest posting is an online marketing strategy where you work with another publisher to post blog content written by you. It may seem like a simple concept, but it’s a highly cost-effective way to get the word out. Here are five awesome benefits of guest posting on another blog:
Spread Brand Awareness
As you may well already understand, one of the biggest benefits of guest blog posting is that it spreads brand awareness. This is particularly important for new brands. As a small business or budding startup, you need all the attention and awareness you can get. But spending a fortune on customer acquisition and marketing isn’t always the solution, and doesn’t always yield results. As a young business, you want to move with a lean strategy that’s actually scalable. It’s important to understand that you should always speak in your brand voice across all blog posts. This will allow you to stay consistent across the Web.
By building brand awareness, it also becomes easier to shorten the sales cycle. This is because with each post, more people learn about you and become familiar with your brand. Think about it like this: rather than constantly creating ad and social content that persuades people to come to yourself, you can slowly start introducing your value propositions in your blog posts.
It Will Help With Link Building
Link building is one of the most important ranking factors Google uses to determine where your website belongs in search engine results pages (SERPs). Think of each link as a valuable vote for your website. The more links you have, the higher your vote count will be, and the higher your vote count, the more Google perceives it to be popular, or valuable.
Typically, when you write a guest blog post, you can include a link back to your website somewhere in the content or, at the very, least, in the “About the Author” section that appears at the bottom of many guest posts. And the fact is, getting inbound links can be difficult, and many business owners resort to paying for low quality links that can actually get them penalized by Google. Guest posting allows you to create organic links back to your website that don’t get you penalized.
In terms of business and marketing, authority refers to the trust you’ve built in your industry as a brand. After a while, you will be considered an expert on your topics of choice or niche. For instance, Neil Patel is an authority figure in marketing and SEO, but there was a point in time where he had to start from scratch. Patel was able to build himself up as an authority figure in his space by creating consistent, valuable content across his website and others. You can also use your guest posts as leverage if you want to set up speaking engagements and attend networking events.
Reach Other Thought Leaders
The more guest blog posts you have, the more opportunity you have to reach people who can spread the word about your expertise. And in many cases, you end up reaching other thought leaders and industry professionals who can create even more opportunities for you. As you begin your guest blogging efforts, you’ll notice that there is quite a community already fostered in your niche. You may discover that another guest blogger is an investor or a guest speaker at a conference you want to attend. You can then reach out to them, mentioning that you both guest blog for the same publication.
Grow Your Social Media Following
Each time you contribute a blog post, that publisher is vouching for your expertise. Today, social media presence is so important for brands. And while many marketers spend hundreds or thousands of dollars on social media strategies, guest posting inherently makes it easier to contribute to those efforts. Every guest post will have your social icons (be sure to speak with the publisher about including it in your contributor profile), which can increase your social shares, follower count, and overall engagement.