According to marketing guru Neil Patel, guest blogging is the best inbound marketing strategy. Guest blogging benefits both the blog that hosts the content and the person writing the content. The writer gets authority, qualified traffic, links, and leads, while the blog host gets another perspective for the content on their blog. In addition, 62.96% of people perceive blogs that have a number of contributors to be more credible.
When you’re already working to maintain your own business blog, the thought of spending time writing articles for another one can seem overwhelming. However, in today’s digital environment where search engines place more and more emphasis on high quality backlinks, putting time into writing blogs for guest posts may be a more effective strategy for your SEO overall.
The following are some of the reasons that guest posting is such an effective strategy, and one that you should definitely consider including in your digital marketing campaigns.
1. Boost Your SEO
We’ve already mentioned that guest posting is an effective SEO strategy. This is because Google gives more credit to websites that have a good number of quality backlinks, considering them to be more relevant than sites with fewer or lower quality links.
In order to get these relevant, quality links, you have to find relevant blogs in your niche that will include crawlable links to your blog from the articles that you publish on their site. Most websites that allow guest posts know that the main benefit for the author is a link to their site, and as such, will offer at least one link to the website within the copy and another link in the author bio.
2. Build Strong Online Relationships
Guest posting for other sites will help your business to build digital relationships with relevant blogs. This is particularly important for new businesses or businesses that currently don’t have a significant online presence. When it comes to guest posting, the main thing to remember is that there’s no harm in asking. Some blogs may not be open to receiving guest posts, or may have very strict requirements as to what kind of guest post they will accept, however, others will be happy for the additional content for their site and welcome your posts.
3. Establish Authority Online
It takes a long time and a lot of effort to build your own business blog. Writing a quality, informative guest post gives you a chance to get yourself and your business in front of a new audience. This helps to build your own reputation, as the readers who enjoy your post are likely to look at your author bio, and even click through to your site to read more of your work. Getting published on a number of sites that have already established an online authority in your niche will help to build your brand and get it out to relevant people in your target audience.
4. Shorten the Sales Cycle
Content marketing isn’t easy. When done wrong, it can quickly drain your marketing budget. However, when it’s done right, content marketing can drive leads and sales for your business. This is because distributing high-quality content across a number of online channels helps build recognition and trust between your business and the target audience. It also helps to boost your brand recognition as the audience starts to see your content more often and recognise you as an expert in the field. This has a significant impact on your sales funnel.
Put simply, the more authority you can build, the more a prospect will trust your brand and be open to your products or services, which effectively shortens the sales cycle. This means that instead of waiting for people to find your business using inbound marketing strategies, or advertising to them more directly with an outbound campaign, guest posting can bridge the gap and drive sales. Having guest posts published on trusted websites gives your brand the opportunity to present its services, messages and value propositions to an interested audience, which can significantly impact their customer journey for the better.
At the Lead Agency, we’re experts in B2B Digital Marketing. Contact us for the most up to date B2B SEO strategies to boost your website’s ranking on the SERPs and ensure your business continues to drive traffic that turns into viable leads and sales.