Is Guest Blogging a Part of Your Content Marketing Strategy?

Everyone, including lesser known and well known companies, wants it. Bloggers desperately crave posts on their blogs from other fellow writers/bloggers.

Well, if you’re considering guest blogging as a tool to obtain back links to different website and social media pages, I would suggest you to look beyond that.

Guest Performers Bill in Arizona (Photo credits)

Guest Blogging – Building Credibility

It’s true that originally guest blogging was used by SEO professionals as a technique to create back links through keyword rich anchor text. But it has evolved over a period of time. Now it’s more about creating brand awareness and using content to build credibility and catalyze conversations.

However, for whatever purpose you need to use guest blogging, make sure that you have a strategic plan to make maximum use of it. If guest blogging is a part of your content marketing campaign, without a well defined strategy it won’t do any good to your blog, website or online business.

Guest Blogging Also Has a Life Cycle

Obtaining back links is a different scenario and building credibility and catalyzing conversations is different. As both are important, you will have to avoid turning your content into clutter.

Guest blogging also has a life cycle like any other process and starts from strategy making, content creation and right execution. Going carefully throughout the process helps you avoid your guest blogging technique from failing, while ensuring that you get full benefits.

1. Strategy Building

There are two major types of guest blogging – guest blogging on your blog and guest blogging on someone else’s blog.

Guest Blogging on Your Blog: Guest blogging on your blog is a situation when someone writes a blog post for you to submit on your blog. In this case, those who are interested in guest blogging contact you to get permission to post on your blog.

Guest Blogging on Someone Else’s Blog: Guest blogging on someone else’s blog is a situation when you write a blog post to submit on someone else’s blog. In this case, you contact the blog owner to ask for the permission to publish on their blog.

No matter whether you’re looking for guest bloggers or interested in being one, you need to have a full-fledged strategy. As these two situations are different, you need to have different strategies.

But in both the cases, the aim is to make it a win-win situation for both the parties as well as readers.

If you’re a guest contributor, think what you want to accomplish by contributing on a blog as a guest writer. Decide how much time you can willingly and easily contribute. It’s not necessary to make it a daily job. What is most important is the quality of the posts.

Writing for guest blog requires persistence, patience and dedication. Writing only when inspiration comes means that you’re not serious about it. You will really have to slog yourself initially to churn out the content and later on you may feel comfortable with it.

Decide Your Goal

Think about your overall goals – business and personal. Decide a few things in the beginning to achieve a certain goal in the next few months. Decide what image you want to build for your business and for self and make efforts in that direction.

Build a Strategy

In order to avoid your guest blogging fail, make a strategy to accomplish your goals. Decide how you are going to churn out the content and align it to your business and personal objectives. As mentioned earlier, it is essential to be regular in your efforts.

You also need to decide if you need any external assistance or if you will be able to do the entire work on your own. You are a face of your personal brand as well as your company. So, ensure that whatever goes out is worth saying. You may be an excellent writer but you may require an editor to refine your content.

If you’re looking for a guest bloggers, it’s important to check out their writing skills. Ask for samples and see how they write and what they can contribute. Analyze how such posts can bring traffic to your website and enhance your credibility.

Find the Message You Want to Get Conveyed

Decide what you want to convey through guest blogging and on what topics you want your guest bloggers to write. Find out whether your goal is to establish your blog as a hub for conversations, technical information or a place to genuinely promote any product or service.


Make a decision about the frequency of the blog posts and the process that needs to be in place for publishing and distribution. How does your content need to evoke response; what exactly bloggers need to talk about – build a strategy around that.

2. Content Creation

So, after when you already have outlined your business goals you need to find your audience. Who actually you want to target – more bloggers, readers or both?

This strategy may help you attract potential guest bloggers, taking your blog to the next level. Or you may secure a heavy traffic through it.

Publish an article keeping in mind all those who need to find value in it. Which particular segment does it serve? Consider the audience and tailor a post depending upon your target audience. No matter whether you’re a contributor or making guest bloggers work, the ultimate aim is to make audience read and contribute, with an aim to convert them into your customers.

Each subsequent article should cross-promote the idea or central theme of the previous link. This way you can do internal linking and get traffic from there.

3. Content Execution

This is an important stage when your content actually goes on the floor. Decide where all you want to publish the content – social media channels, blogs or email newsletters. Build a calendar for content execution and make it a culture to publish the post at the same interval.

Share your blog posts at other platforms by mentioning about it in your discussions or by giving references about it. Re-use the content wherever possible. Look for third party sites to promote it.

Guest blogging is a valuable tool and if deployed smartly, it can help you build authority, credibility and trust, establishing yourself as a brand. Use these techniques to avoid it fail and utilize it optimally.

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