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How Guest Blogging Has Become Changed With The Time
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But, you say, “Guest blogging is dead! I heard it from the horse’s mouth earlier this year!” Nope. Wrong. Guest blogging is not dead. Has guest blogging changed? Sure, of course it has. But it’s far from dead. So let’s talk about just how much guest blogging has changed, while at the same time remembering Bon Jovi’s famous line, “The more things change, the more they stay the same.”
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If links aren’t the focus, why guest post at all? Because: Guest blogging can expose you to an established, engaged audience you may never have otherwise reached. Guest posts are one of the better tools in your arsenal for expanding your audience and establishing yourself as an authority.
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Guest blogging is less of an SEO strategy, and more of a content marketing strategy
Maybe we can consider guest blogging a good microcosm for the SEO industry as a whole. What used to maybe be quick and easy now is time consuming and difficult. It takes a lot of time and effort to see results in a successful strategy. With the growth of content marketing over the last few years, businesses have looked to grow and find new customers and opportunities by creating relevant content in the forms of videos, articles, how-to demonstrations, and more. Including guest blogging as a content marketing strategy allows businesses to find new opportunities to “advertise� on sites where potential customers or opportunities may be lurking, and chances are not all these opportunities are aware of your site.
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1. Create several pieces and approach several sources. Given that there’s a greater amount of outreach and pitching going on as well as a higher number of pieces to be produced on the same budget, your outreach is bound to be less personalized, as is your content. Your targets are likely to be lower-tier as well, as the big guns (industry hubs and major outlets) will have stricter editorial controls that warrant more time and effort.
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2. Create ONE phenomenal piece for ONE phenomenal source. Invest a considerable amount of time in creating one great asset, hyper-targeted at a large hub or prominent blog that is well-trafficked and has a large built-in community. In digital marketing, this would be sites like Moz, Forbes, Quick Sprout and so on.
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Guest blogging remains one of the best ways to earn links If you do still want to look at guest blogging exclusively through an SEO lens, then you don’t have to look any farther than the links you’re building through a guest blogging campaign. While creating good, relevant content that will drive traffic to your site should be the primary reason for guest blogging, links remain an added benefit. The links that you earn from conducting a guest blogging campaign are true, organic, perfectly natural links that will do wonders not only in the immediate future but also for years down the road. Years and years after your finished with a guest blogging campaign you’ll continue seeing the search engine benefits.
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The industry has been through a rocky patch with guest posting, largely driven by a poor mentality on what it should be used for and an even worse approach to making it work. Content marketing on the whole is getting more personal, professional and intentional, and that’s a wonderful thing. Those who win with guest posting now will be those who spend time creating something targeted and worthwhile, invest in building relationships BEFORE they try to cash in on them and use guest posting the way it’s intended: To expand audiences and grow reach.
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