Website Content
Guest Posts
Guest posts are articles written by someone outside of your company, often an industry expert or influencer, and published on your blog. Conversely, you can write articles to be published on other reputable blogs. This strategy helps build relationships, reach new audiences, and enhance credibility and SEO.
IMPLEMENTATION
Identify Potential Contributors: Look for industry experts, influencers, and thought leaders whose expertise aligns with your audience's interests.
Reach Out: Contact potential contributors with a clear pitch, outlining the benefits of contributing to your blog and any guidelines.
Agree on Topics: Collaborate with the guest writer to choose a topic that fits both your blog’s theme and their expertise.
Review and Edit: Once the guest post is submitted, review and edit for quality, consistency, and SEO optimization.
Promote: Publish the guest post and promote it through your marketing channels (social media, email newsletters, etc.). Encourage the guest writer to share it with their network.
Engage: Respond to comments and engage with readers to maximize the post’s impact.
Reciprocal Posts: Write guest posts for other reputable blogs to expand your reach and build backlinks.
STRATEGY RATING
SCORE
21
Guest posts score high on engagement and longevity, offering fresh perspectives and extended reach. They are cost-effective and require a moderate level of expertise and time investment, making them a valuable addition to a content marketing strategy.
RATING 1-5, 5 BEING THE BEST
3
Expertise
Requires good editorial skills and knowledge of SEO.
4
Cost
Generally low cost, especially if reciprocal arrangements are made.
3
Time
Moderate time investment for outreach, coordination, and editing.
4
Engagement
High potential for engagement due to the fresh perspective and extended reach.
4
Longevity
Moderate interactivity through comments and social sharing.
3
Interactivity
Moderate interactivity through comments and social sharing.
QUESTIONS TO ASK
Do we have relationships with industry experts who can provide valuable content?
Can we offer something of value to potential guest writers (e.g., exposure, backlinks)?
Do we have the resources to manage and review guest content?
Will the guest post topics resonate with our audience and add value?
How will we promote guest posts to maximize their reach and impact?
HOW TO MEASURE
Traffic: Track page views and unique visitors to the guest post.
Engagement: Monitor time on page, bounce rate, comments, and social shares.
Lead Generation: Measure form submissions, sign-ups, and other conversions resulting from the post.
SEO Performance: Analyze backlinks generated from guest posts and their impact on your search rankings.
Referral Traffic: Use analytics tools to track traffic from the guest writer's network and the sites where you publish guest posts.
EXAMPLE
Company: Buffer
Implementation: Buffer frequently features guest posts from industry experts on their blog. They also contribute guest posts to other reputable blogs in the marketing and social media space. Buffer provides clear guidelines and promotes guest content extensively through their marketing channels.
Outcome: These guest posts helped Buffer expand their audience reach and build relationships with key influencers in the industry. The high-quality content from guest contributors enhanced Buffer's credibility and provided valuable insights to their readers. Additionally, guest posts on other blogs generated significant referral traffic and backlinks, improving Buffer's SEO and online visibility.
By leveraging guest posts, Buffer maintained a fresh and diverse content mix, driving engagement and supporting their growth and branding objectives.