Guest blogging is a great way to grow your brand, build authority and generate traffic. It takes time and dedication, but if done properly, guest blogging can be a powerful marketing tactic.
If you are in the B2B technology world and on the fence about the value of guest blogging, here are seven reasons why you should start right now.
1. Build your reputation as a thought leader
One of the benefits of sharing insightful content on other blogs is that it positions you as a knowledgeable source on the subject. People love following experts who share unique perspectives, research and opinions about challenges in their industries. The more you share, the more you become recognized as an expert in your field.
2. Build authority for your brand
Whether your business has been around for a few months or several years, brand building is an exercise that never ends. Your brand is what your customers say it is and today, being able to share the very best content that your brand can offer is the easiest way to capture the hearts and minds of prospects and customers.
3. Move up in search engine rankings
Backlinks are the lifeblood of search engine ranking but also the most challenging feat for online marketers. Guest posting on domains that have a high domain rank and share content related to what you publish on your domain will result in backlinks to your site. These backlinks tell search engines that your content is helpful and worth presenting to searchers. As a result, your site will move up in the rankings.
4. Feed your marketing funnel
Posting your content on the right sites helps generate interest from a potentially larger crowd and can increase the volume of top-of-funnel leads you generate. But just writing a great blog post won’t do it; you need to be strategic about your messaging and ensure that you drive readers to your site, ideally to download a helpful e-Book, report or case study.
5. Learn about your audience
Writing for a larger audience is a great way to learn more about your audience. The more you write and test different types of content, the better you’ll get to know your audience and the clearer your personas will become. This is about creating a continuous feedback loop that ensures your content gets better every time.
6. Stretch your budget
Guest blogging is a great way to gain much more reach for zero spend. All it’ll cost you is the time you spend researching and reaching out to other companies and the time spent producing the kind of content that they will want to share.
7. Build your community
Buyers are always looking for information that can help them solve problems. They do most of this research long before engaging directly with your sales team, so when you produce solutions-based content, you become a helpful participant within a community of like-minded individuals. This positions your brand as more approachable and truly customer-focussed.
Remember that quality is everything
It’s always important to have search engine optimization in mind when writing your own or guest content, but don’t be tempted to lose focus on quality. Producing helpful, high-quality content that people need and want to share will help you gain more exposure, leads and reach, all of which will boost your ranking and drive more leads to your business.
Interested in reading more helpful blogging tips?
Read through our compilation of stories, helpful tips, and content guidance in the Mercer-MacKay Digital Storytelling blog.