“I found your website really interesting and awesome. I am a blogger and want to write something for you. All I ask is for two backlinks and to become a recognized thought leader for your company.”
Most marketers have received a cold message similar to this (OK, probably not that last part). Some marketers receive these messages daily. Understandably, these low-quality, spam requests discourage marketers from partnering with outside “writers.” But there are many cases where it could be advantageous for a brand to partner with guest authors, as long as that author is a reputable member of your community.
In this #ContentChat recap, we explain why brands should partner with guest authors and how to manage a guest author program. Read the full recap below to learn about the potential brand benefits of guest-authored content, when a blog is ready for guest content, and our solutions to the common challenges of working with guest authors.
Q1: Why should brands partner with guest bloggers? What are the advantages of guest-authored content?
Guest authors can provide a variety of benefits for brands, including expanded content reach, boosts to engagement, strengthened SEO, and validation of your thought leadership strategy.
A1a: Pretty much every marketing survey finds that content marketers struggle to expand the reach of their content’s distribution and to drive engagement. Guest blog posts can help significantly with both. #ContentChat https://t.co/rKndQIddM3
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022
A1b: Inviting guest authors to your blog validates your industry thought leadership strategy by showing the smart people your brand surrounds itself with. Sharing their expertise on your blog also provides valuable content to your readers. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022
+1 great points here! Building ‘thought leadership’ status doesn’t always have to be about internal resources and voices. #ContentChat https://t.co/zrObn9m4ap
— Melanie Graham (@WriterGirlMel) January 31, 2022
Partner with guest bloggers to;
👉Improve online authority
👉Increase social media shares
👉Strengthen back links
👉Bring more visits to your blog
👉Generate leads
👉Place your offering in front of targeted audience #ContentChat— Shruti Deshpande (@shruti12d) January 31, 2022
Contributed content with a relevant anchor link back to your site is so valuable for improving SEO. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022
Excellent points about strengthening backlinks! In 2022, it’s easier to backlink when you build relationships, rather than cold emails. #ContentChat
— Melanie Graham (@WriterGirlMel) January 31, 2022
Guest authors can also support a healthy content cadence for your blog (especially if your team is short on resources).
A1: Having a variety of perspectives/POVs on your blog = more robust content that could potentially reach new audiences. Guest bloggers can also use their networks to spread the word about your blog + brand. It can also help support a resource-strapped content team. #ContentChat
— Melanie Graham (@WriterGirlMel) January 31, 2022
It can be a huge win all around for friendly, non-competitive organizations to trade blog posts for all these reasons.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022
It’s important to note that “guest bloggers” have become associated with spam and low-quality content. We do not recommend engaging with individuals that clearly will not provide valuable content for your community.
Honestly struggled with this.
If you’re building a media brand/content strategy, external contributors can make sense.
But “guest bloggers” have so long been associated with spam/low quality that it’s tough to justify (especially with that language). https://t.co/w1no6mNSGr
— Rand Fishkin (@randfish) January 31, 2022
Having been on the receiving end of some truly terrible guest blog submissions, I’m with you! I think it can work, but likely when it’s the brand reaching out to people they trust, versus getting lucky from a cold incoming pitch. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022
…and of course, that also often means you’re paying for those guest blog posts too unless they are a viable partner for a content swap. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) January 31, 2022
Agreed. Having an ongoing “relationship” with someone where they truly add value to your platform makes sense, but “guest posting” no longer implies a meaningful relationship.
— Eric Enge (@stonetemple) January 31, 2022
Q2: When is a blog “ready” to accept guest bloggers? What elements should be in place before accepting contributed content for your site?
[Read more…] about January 31, 2022 Content Chat Recap: Why Brands Should Partner with Guest Authors
