Guest Blogging Beyond SEO: Building Brand Awareness And Credibility

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Blogging is still a great tool for building credibility and brand awareness. Infact at least 600 million blogs are active, and about two million are uploaded daily, according to various sources. This proves that despite the upsurge of online videos, written words remain the most popular content format, with nine out of 10 marketers using them to achieve various content goals.  

The truth is that guest blogging can go beyond building links and boosting search engine optimization (SEO) efforts. When used strategically, it can increase brand visibility, establish you as an authority, and lend credibility to your business. 

If you’re still on the fence about contributing blogs to other sites, maybe you need a strategic boost. The insights below will explore how to leverage the power of guest posting to develop brand awareness and trustworthiness. 

Guest blogging 101  

Guest blogging sounds straightforward. It involves creating and publishing content on reputable third-party websites on top of your internal assets. Up to 47% of SEO practitioners swear by it, making it the third most popular link-building strategy.    

Why Your Website Is The Cornerstone Of Your Marketing Strategy

But there’s more to it than meets the eye. Most host websites offer opportunities for guest blogging to secure fresh and high-quality content to share with their readers. As a guest contributor, you can share valuable insights with a neutral audience. 

But why do you need to write for other sites?  

Ultimately, guest posting accelerates results compared to waiting for your audience to find your brand. Getting published on other sites helps expand your audience reach and lets you build brand recognition organically. When done consistently, you gain amplified visibility around your expertise. 

It works because you tap into an authoritative publication’s existing traffic and community. As more people learn about your offerings, your brand will be on top of their heads once they’re ready to avail of a product or service.

A 2021 survey revealed that 44% of blog readers consume up to five content pieces before ‘engaging with a vendor.’ This proves that building trust and authority takes time and constant online exposure.

Tips for elevating brand awareness and credibility

That said, companies must consider guest posting as a long-term effort rather than a one-off writing project for a popular site. Thoughtful planning and implementation are equally important if you don’t want your efforts to go to waste.

Allow us to share a few best practices to get you started:  

1. Master the basics

Earning free space on other sites doesn’t just happen out of the blue. It involves several steps, including identifying the right sites, reaching out to relevant industry partners, and crafting irresistible pitches and excellent content.    

Choosing relevant publications

Before anything else, it pays to know your audience well. Find out where your potential buyers hang out before creating a list of popular sites to target. Prioritize those covering topics related to your products and services, with readers aligning to your buyer personas. 

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Ensure that your prospects have high domain ratings in your niche. Randomly posting on blogs that don’t meet these criteria won’t cast a wide net on your targeted customers nor impact your search position.  

Being strategic about pitching

Have you ever tried connecting to bloggers and never received a response? Your pitch messages might be the ones to blame. Crafting generic and uninteresting pitches can instantly turn off a blogger. When pitching your ideas, explain why your brand fits their blog perfectly. Cite a published article you’ve enjoyed reading and discuss how your blog adds value for its readers and site. 

Creating stellar content

Study the publisher’s site before writing a guest post. Generate an interesting and relevant topic that hasn’t been discussed. Otherwise, offer to update and improve a blog. These show that you understand their audience and content goals, increasing your chances of snagging a hard-earned partnership.     

2. Request contextual backlinks

Securing authoritative links signals trust and confidence in search engines. But beyond thinking of it as a primary SEO objective, backlinks can also positively impact users’ perceptions. Studies done in the US and Europe have shown that at least 75% of users trust search engine results and consider them relevant. 

You can rank highly in searches by integrating strategic backlinking when guest blogging.  As part of your guest posting arrangement, request publishers add one or two contextual links to your site within the article.

Be careful not to overstuff blogs with links, or you’ll end up being ‘spammy’ or overly promotional. Make sure that any added link directly enhances the reader’s experience by guiding them to useful sources. 

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If you’re unsure how to make this work, hire an agency offering this service alongside other SEO services to boost your brand.  

3. Tap social media and other marketing channels

Actively promote your contributed articles to maximize exposure and impact. Share them across your social media channels, company blogs, e-mail recipient lists, and other marketing materials. Ask your colleagues to share them in their personal accounts as well.

Instead of waiting passively for your audience to find your content, ask the publisher if they can cross-promote it to expand brand exposure further. Collaborative promotion exposes your blog to existing followers while attracting new readers from your partner’s network.     

4. Share your knowledge and expertise

Use guest posting opportunities to highlight your knowledge, expertise, and fresh perspectives on issues that matter to your niche industry. Nothing beats writing authoritative pieces explaining key concepts or trends backed by facts and data. Additionally, educate readers on emerging developments in your field. And don’t forget to provide solutions to some of their most pressing problems.  

When writing, weave in real-world examples and success stories whenever possible. Otherwise, quote respected leaders to support your viewpoint. Doing so establishes credibility and thought leadership. Nonetheless, avoid adopting an overly promotional tone when discussing your company.   

5. Avoid being promotional

Hyping your products and services doesn’t cut it when guest blogging. It’s not the right avenue for promotional content. Besides being rejected by the publisher, you’ll never attract and engage readers. 

Users typically consider ads a distraction. So much so that there were 763 million ad-block users worldwide from 2013 to 2019, while 73 million American internet users had installed ad-blocking software in 2020.

Instead of making it sound like an ad, focus on the blog’s value of educating visitors. Quality, relevant, and informative content should stand on its own and remain useful without overtly discussing your company.   

6. Include an author bio

Besides focusing on the body, there’s another section you have to include when guest posting. The author bio found on the bottom section of the article is a prime space for subtly marketing your brand to readers. 

Use this opportunity to pique users’ interests, directing them to your site rather than merely relying on SEO link equity. Share up to three concise yet descriptive sentences summarizing your background and expertise alongside your name and business. 

Then, include a compelling call to action driving readers to your website, blog, or social media profiles. This doesn’t directly impact ranking, but it signals confidence and authority in search engines and audience.   

7. Consistency compounds credibility

Achieving guest blogging success takes time, but its positive impacts can be felt over time. Think slow burn rather than quick and fleeting wins. So, continue developing relationships with your list of relevant and reputable publishers instead of spreading yourself thin. 

Strive to consistently publish new guest articles at least once every quarter based on trending and informational topics and your evolving expertise. Doing so establishes you as a reliable industry resource readers and publishers can count on.     

8. Frequently measure performance

The gist of writing a blog is to provide the audience with added value. But how do you know if you’re hitting or missing the mark? Peek into essential metrics like pageviews, social shares, click-through rates, and inbound links to determine whether your guest posting efforts are successful. Also, watch out for traffic spikes and fluctuations to determine users’ interest.

Challenges in data science and machine learning

Additionally, direct qualitative feedback helps boost your future posts, ensuring readers value and like them. Keep an eye on reader comments and reactions to the content you’ve created and shared. Activate alerts to notify you of brand mentions tied to your contributed post. These statistics quantify awareness and credibility values versus the time invested in outreach and content creation.  

9. Common guest blogging mistakes to avoid

While the benefits of contributing to authoritative sites are clear, a few pitfalls can undermine your brand reputation. Here are some reminders: 

Failing to vet publishers

Assess the publisher’s reputation thoroughly before reaching out to them. Prioritize reputable publications and don’t pick low-quality sites just to ensure your posts are accepted more easily. While you’ll likely jump more hoops to get exposure, the extra effort is worth it. 

Choosing quantity over quality  

Analyze your target audience

An exceptional blog must have a clearly defined audience and purpose. Besides an interesting topic, it must be informative and engaging from start to finish. Save yourself from writing for the sake of earning links. Focus on offering readers and partners value by addressing their concerns and challenges, and they’ll reward you with increased interactions. 

Neglecting your site

Your guest blogging efforts should only be secondary to your company site. Ensure that your guest blogging activities won’t hold you back from enriching your own resources - especially if you’re building or revamping your site

Closing thoughts

Publishing contributions on authoritative sites isn’t merely a content marketing and backlinking strategy. It can be a powerful marketing tool that amplifies your reach no matter where your audiences are. Imagine speaking at a global industry convention without stringent barriers. 

Beyond optimizing for organic searches, guest posts allow you to showcase your expertise to new and untapped pools of readers already interested in your products and services. When done right, guest posting can earn you consistent placements on popular channels—organically driving brand awareness, trust, and credibility over time. 

So, prioritize guest blogging early on in your content promotion plans instead of waiting to be discovered through search engines. More importantly, follow the tips outlined above. In no time, readers will actively seek your brand, not the other way around.  

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