Guest blogging can be very successful when you provide valuable information to the right audience.
When you publish a guest post you expose your company and your brand toa new audience. This is important for many reasons because it increases brand awareness, helps you reach a unique audience and overall increases your brand's exposure. Matt Cutts from Google recently wrote a blog post about how guest blogging solely for SEO juice is dead -- and we couldn't be happier to hear that.
However, what he didn't say is that guest blogging will soon be nonexistent. In fact, he wrote: "There are still many good reasons to do some guest blogging (exposure, branding, increased reach, community, etc.). Those reasons existed way before Google and they'll continue into the future."
If you're interested in guest blogging for the right reasons, you've come to the right place. It can seem like a challenging task to accomplish, but there are certain strategies to follow in the beginning stages to set yourself and your brand up for success. I've personally found guest blogging to be very successful in regards to brand exposure. Below we've compiled a quick guide to help you get started and how to measure the ROI (return on investment) of your efforts.
See also: How to Measure the ROI of Your Blog Content
How to Start Guest Blogging
Guest blogging is not a buzzword, it's a way to build relationships. Guest blogging is right for you if you're looking to grow a web presence and a reputation as an expert in your field. Writing posts for others will help you expose an outside audience to you, the writer, and your brand. Here's how to get started:
- Read blogs: The best way to get ideas for blog posts and find sites to host your posts is to read. A lot. Look at what others are doing in your field and ask yourself what need you and your brand can fill. From there, put a list together of target publications you wish to write for.
- Reach out: Once you've found an array of sites devoted to your field, begin looking at which blogs might host your content. Look to see if they host other bloggers, who those bloggers are and write them to pitch an idea for a guest blog. Typically there's a direct person to contact to set up a partnership with. Do your research, reach out to that specific person and tell them what value your content can bring to their audience. Don't be afraid to follow-up and be persistent!
- Write: Pitch your idea or send the written article to your targeted publication/blog. Of course, it's very important that your content is high quality and provides value to the reader.
- Repeat: Once you get published, continue to focus on fostering a relationship with the person on the other end. Who knows, maybe they'll want to contribute a guest post for your company's blog, too!
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How to Track Conversions
Now that the post(s) are out there it's time to see if they're helping your brand. Actual conversations can be a good indicator of success. These will tell you the how users arrived to your site and whether they completed a specific task, like signing up for a newsletter or buying your product.
You can also search for the site or sites you guest posted with and isolate a time period just before and after your post was published in your analytics platform. This should show you how many users of the host of your guest blog visited your site and how often they completed a given task, giving you a good idea of the overall response to your efforts. However, metrics aren't the only indicator of success for guest blogging. In fact, the following can go much further.
Build Social Influence
You can also check to see if your social media presence has grown after your guest blogging campaign, provided you you have included your company's (or personal) social media accounts on your guest post (which you usually can do).
See also: How Your Blog and Social Media Channels Can Work Together
To do so visit Klout. Klout offers a simple metric that logs changes to how others are responding to your social media account -- whether you are getting more followers or people are talking about your brand. Klout will break down your presence to a number between 0 and 100. If the score grows after your campaign is completed, you can be sure you are being seen more often and with increasing authority.
Additionally, just by doing a simple Twitter search using your guest article's headline you can see who's talking about article.
How have you leveraged guest blogging to increase brand awareness? Share your stories with us below.
To Read More About Blogs and ROI See Below:
How to Maximize Your Guest Blogging ROI
How to Measure Guest Posting ROI
Top Tips and Tools to Measure Social Media ROI
Photo Credit: owenwbrown via Flickr.
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